Have you ever wondered why I always tell people they should never stop email marketing? I mean, sure I like sales. But there really is a bigger picture for the user when I give them this advice.

Here are the scenarios I see happen on a regular basis:

Scenario 1: Building Your Own Brand This is where your marketing materials, newsletters, and presentations are all about helping you establish value for your subscribers. Your promotions and your content are all about how YOU can be of service to your readers.

Scenario 2: Building A Company’s Brand This is where all your marketing materials, newsletter, and presentations are about the company you are connected to and not on building the brand of “You”. This is very common among network marketers.

What can happen in Scenario 2 is that the company closes, the company changes policies, the distributor gets discouraged for any number of reasons and they stop email marketing. They think, “I’m not in business any more, so I’ll just quit.”

I believe this to be a massive mistake. Why?

That individual who stopped email marketing will most likely get a new project, reconnect with a previous project, or get a renewed energy. But, because they stopped email marketing, they have to start all over again. This makes their “re-launch” much slower and slows down their income potential.

What happens with those folks following Scenario 1? They may also experience a company closing, or changing policies. They may also experience discouragement from time to time. They may take a break. But, they keep building their list and reinforcing their brand.

They may find a new project. The company may make changes. They may get a renewed vision. And, when this happens, they just keep moving forward because they have built quality lists. They built a relationship with their subscribers and have kept them informed.

My big point is this:

Never Stop Email Marketing!

Some of the most successful marketers I know have had to shift their focus for any number of reasons. Sometimes, the company they are with goes through challenges. Sometimes, the market changes. Sometimes, they just find new related offers they can send to existing subscribers.

And, since they never stop email marketing, all they have to do is create a new message and send it out to their existing subscribers.

This is a good example of why I think of email marketing as an online ATM machine and why I will never stop email marketing.