Does My Uncle Joe's Story Mirror Your Email Marketing?

The acrid smell of smoke clung to Uncle Joe's jacket as he shuffled back into the house, newspaper tucked under his arm.

"Just went for a drive," he'd mutter, avoiding eye contact with Becky, his wife.

We all knew the truth.

That "scenic route" to the grocery store was code for sneaking a cigarette... or three.

For 40-plus years, smoking was Joe's constant companion. A pack a day, sometimes more.

When the doctor delivered the ultimatum – quit or die – we thought it would be the wake-up call he needed.

But old habits die hard... sometimes harder than the people who cling to them.

Joe couldn't (or wouldn't) give up his addiction. He'd take longer and longer "drives," coming home reeking of tobacco and denial.

We pleaded. We argued. We cried.

Nothing changed.

When the hospital bed finally claimed him, the frustration and helplessness we felt was overwhelming.

If only he'd listened...

Many business owners have an "Uncle Joe" relationship with their email marketing habits.

They know the risks. They've heard the warnings.

But they keep taking that "scenic route," clinging to outdated practices that are slowly killing their businesses.

It's frustrating... maddening even.

Every day, I see it happen.

Business owners refusing to opt out unengaged contacts... blasting their entire list with boring messages... ignoring basic engagement strategies.

They know the rules of the email marketing highway are changing. They've heard about Google, Microsoft, Yahoo, and Apple cracking down on violators.

But they'd rather not deal with making the necessary changes.

Some even shut out those trying to help (like me) ... just like Uncle Joe did.

It pains me.

I see the massive potential... and the looming consequences.

But I can't force anyone to change. It's their business, their livelihood at stake.

Think about a time you tried to warn someone you care about.

A friend making a grave mistake... a child heading down a dangerous path... a relative ignoring their health.

Remember that pit in your stomach?

The helplessness?

The fear of what might happen if they don't listen?

That's how I feel watching businesses cling to destructive email habits.

But unlike with Uncle Joe, it's not too late if what I've written describes you. You can still change course... still breathe new life into your email marketing.

The question is: Will you ... before it is too late?