Ever wonder what really keeps your emails landing in inboxes — and your subscribers sticking around? In this short but perspective-shifting episode, Liz Wilcox — the Fresh Princess of Email Marketing — breaks down two "social contracts" that define every email you send. Borrowing insights from email marketing expert Chad White, Liz explains how these unwritten agreements shape both your deliverability and your relationship with subscribers.
The inspiration for this episode: Email Marketing Rules by Chad White — a classic for email geeks.
The first contract: Between you and the "Internet Gods" (inbox providers).
"Send emails that recipients not only tolerate, but engage with — or your emails will be junked or blocked."
Why tolerance isn't enough — you need engagement.
The difference between tolerated content and content people actually enjoy.
The second contract: Between you and your subscribers.
"Send relevant emails at a reasonable cadence — or we will opt out."
Why relevance and rhythm are key to long-term engagement.
Examples of how to pivot topics the right way (and when to start fresh).
How to set clear expectations about frequency — and what counts as "reasonable."
How these two contracts work together to build a healthy, high-performing email list.
Engagement is everything: Inbox providers reward emails people open, click, and interact with.
Relevance drives retention: Keep content aligned with what your audience actually signed up for.
Cadence matters: Tell your audience how often you'll email — and stick to it.
Tolerated ≠ successful: Your goal is to be welcomed, not just allowed.
Keep your promises: Fulfilling these two contracts builds trust, deliverability, and longevity.
Check out Liz's Email Marketing Membership here
Join the Email Sound Booth Facebook group here
Check out Liz's free welcome sequence here
Liz's Kit [Convertkit] affiliate link
Rather watch the Podcast? Check out WATCHLIZ.COM
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