Since getting my first email address 20 years ago, I’ve subscribed to hundreds of email newsletters across all kinds of niche of niche topics.
Of all of these, there has been only one that I read daily and stay subscribed to: Seth Godin.
In considering about why I’ve stuck with him compared to countless others I boil it down to these things:
Keep ’em guessing: I can’t tell what each email is going to be about from the headline alone. In an age where most marketers are unwisely using short term formula (“3 ways to “, “What this person did next will shock you …”) headlines to game open rates, Seth has trained me such that I must open every mail and make the decision to read further or not (and thus fulfils the purpose of headlines anyway).
Be Human: Seth shares his thoughts like a person. I can almost imagine his voice as I’m reading each post. He’s not always right and I don’t always agree, but that doesn’t mean I stop following him. He’s human.