A few months ago, I was ready to smack the wadding out of my laptop.

Well…  “wadding” isn’t accurate.

More like ripping the guts out of my laptop and dumping it into the fires of Mt. Doom.

That’s how evil my laptop felt to me a few months ago.

Ever have one of those days?

Those days when the gods of technology seem hell-bent on creating as much havoc for you as possible?

Slow internet. Emails that aren’t getting delivered. And of course the never-ending attempts to figure out why tech isn’t working the way it’s supposed to work.

Well, that was my experience. I felt like Charlie Brown after Lucy pulled the football away. He valiantly tries to kick it and instead lands straight on his keister. All day long.

Now the reason I bring this up isn’t just to rant (well, maybe a little)… but to illustrate an important lesson for all email marketers.

No matter what kind of luscious, double-dipped chocolate offer I received on that day, it would not have made one whit of difference to me.

Why? Because I was having one Lollapalooza of a bad day.

My mind wasn’t on anything else but escaping a technological hell and salvaging what was left of my time.

If it’s one thing I loathe… it’s wasted time. You can replace just about anything else in life (laptops especially) but you can’t replace time.

So, since I also wear the “IT Support” hat in my business, I had to try to figure it out. My attention was laser-focused on finding an answer to my problem.

But today?

IF I was on an email list that sent me a promotional email about new laptops or a website host provider that guaranteed no email snafus – do you think I’d read them?

 You bet your KISS Farewell “End of the Road” Tour ticket I would. Intently.

The point is that you never know when your email will land in someone’s inbox at “just the right moment.” It’s difficult to pinpoint that “right moment” because it’s different for everyone.

Which is why you need to consistently send emails to your list.

Business owners and even B2B sales professionals often worry that “we’re sending too many emails.” For them, emailing once a week is a necessary evil.

But think about the typical email inbox.

It’s flooded with messages: cold emails, follow-up emails, introduction emails, special offer emails, announcement emails. The list goes on.

You’re constantly in competition with those emails and the prize is your recipient’s attention.

To get that attention, you need to show up in their inbox on a consistent basis. It’s sort of like the new version of “the squeaky wheel gets the oil.”

And don’t worry about unsubscribes. I’ve actually had some people unsubscribe from my list, then re-subscribe. Needs change. Interest changes.

But you, my friend, must be like the Rock of Gibraltar.  Always there when your prospect, client, or customer needs you.