Understanding RFPs, RFQs, RFIs, and RFAs: A Strategic Guide for Business Leaders
Understanding RFPs, RFQs, RFIs, and RFAs: A Strategic Guide for Business Leaders
When a promising opportunity lands in your inbox with "Request for..." in the subject line, knowing how to respond can mean the difference between winning new business and wasting valuable resources. Each type of solicitation serves a distinct purpose, and understanding these differences empowers you to allocate your team's time strategically and craft responses that resonate with evaluators.
Request for Proposal: Your Opportunity to Showcase Strategic Thinking
Organizations issue Requests for Proposal when they need vendors to solve specific problems or deliver complex projects. An RFP typically includes the scope of work, evaluation criteria, timelines, and budget expectations. This document signals that the issuing organization wants more than a price quote; they seek a partner who understands their challenges and can deliver comprehensive solutions.
Companies respond to RFPs because they represent opportunities to win substantial contracts and demonstrate their expertise. Your proposal response needs to be highly detailed and customized to the specific requirements. You will include technical solutions, pricing structures, proposed timelines, and relevant qualifications that prove your capability to deliver.
Preparing an RFP response often requires collaboration across multiple departments. Your technical team contributes solution designs, your finance department develops accurate pricing, and your executive leadership ensures the strategic approach aligns with the client's goals. This collaborative effort produces a document that serves as both a sales tool and a preliminary blueprint for project execution.
Request for Applications: Securing Funding for Mission-Driven Work
Government agencies and nonprofit entities primarily use Requests for Applications to solicit applications for funding or grants tied to specific programs or initiatives. An RFA outlines eligibility requirements, program objectives, funding limits, and reporting obligations that successful applicants must meet.
Organizations respond to RFAs to access funding for projects that align with their mission and to expand their services or research capabilities. Unlike commercial procurement, RFAs focus on impact and public benefit rather than profit margins.
Your response to an RFA centers on program design, anticipated impact, and how your proposed work aligns with the funder's goals. You will detail your budget, describe your staffing plan, and outline how you will evaluate program success. RFAs typically impose strict formatting and content guidelines, and evaluators look for evidence that your organization can deliver measurable outcomes while maintaining compliance with all requirements.
Request for Quotation: Speed and Precision in Pricing
When an organization knows exactly what products or services it needs, it issues a Request for Quotation. The RFQ specifies quantities, delivery requirements, and detailed specifications for the items or services being procured.
Companies respond to RFQs because they represent quick opportunities to secure sales with relatively low barriers to entry. The evaluation process focuses primarily on price and delivery capability, making these competitions particularly accessible for vendors with efficient operations.
Your response to an RFQ stays straightforward and focused on pricing and availability. You provide clear cost breakdowns, confirm your ability to meet delivery schedules, and include minimal narrative content. RFQ responses require speed and accuracy because you often compete against multiple vendors in a time-sensitive process where price comparisons drive decisions.
Request for Information: Building Relationships Before the Competition Begins
Organizations issue Requests for Information when they need to gather general information about available capabilities, potential solutions, or current market conditions before they commit to a formal procurement process. An RFI contains broad questions about services, experience, and approaches rather than specific requirements for a defined project.
Smart companies respond to RFIs because they establish visibility with potential clients and position themselves to influence future procurement specifications. When you respond thoughtfully to an RFI, you educate the issuing organization about possibilities they may not have considered, and you demonstrate thought leadership in your field.
Your RFI response takes an informative and exploratory tone. You highlight your company's strengths and describe your offerings without committing to specific pricing or binding agreements. This document serves as a conversation starter that can lead to more substantial opportunities when the organization moves forward with formal solicitations.
Making Strategic Response Decisions
Each type of request demands different resources and offers different potential returns. RFPs require significant investment but can yield major contracts. RFAs open doors to mission-aligned funding. RFQs offer quick wins with minimal overhead. RFIs create opportunities to shape future procurements.
Understanding these distinctions helps you deploy your team effectively and craft responses that address what evaluators actually seek. You avoid the costly mistake of treating every solicitation the same way, and you increase your win rate by matching your response strategy to the specific opportunity type.
Partner with Experts Who Understand the Nuances
Navigating the complexities of proposal responses takes expertise, time, and strategic thinking. Seven Oaks Consulting specializes in helping small to mid-sized businesses respond to more opportunities and win more often. We understand the subtle differences between RFPs, RFQs, RFIs, and RFAs, and we know how to craft compelling responses that resonate with evaluators.
Whether you need support developing a single high-stakes proposal or you want to build your internal capacity to pursue more opportunities, Seven Oaks Consulting brings the expertise that drives results. Contact us today to discuss how we can help you turn more opportunities into wins.
Customer Service: Your Business's Secret Marketing Weapon
Most companies treat customer service as a necessary cost center, tucking it away in operations while pouring resources into flashy advertising campaigns and aggressive acquisition strategies. This approach misses a fundamental truth: exceptional customer service is one of the most powerful marketing tools at your disposal.
Customer Service, The Heart of Retention Marketing
Customer service sits at the heart of retention marketing, the practice of encouraging repeat purchases and ongoing business relationships with your existing customers. While acquisition campaigns dominate marketing budgets and strategy discussions, the numbers tell a different story. Acquiring a new customer costs significantly more than selling to someone who has already bought from you. Your existing customers already trust you, understand your value, and have experienced what you offer. Converting them into repeat buyers requires far less investment than convincing strangers to take a chance on your business.
Yet retention marketing remains underutilized, and businesses leave money on the table as a result. The foundation of effective retention marketing is not sophisticated email campaigns or loyalty programs, though these tools have their place. The foundation is good service, delivered consistently to every customer.
Defining "Good Service"
Good service means different things across industries and business models, but certain principles remain universal. It starts with quality. Providing the best work or product you can deliver sets the baseline for everything that follows. Customers who receive inferior products will not return, regardless of how politely you answer their complaints.
Beyond quality, good service means answering questions professionally and promptly. Your customers have busy lives and pressing concerns. When they reach out, they deserve responses that respect their time and address their needs directly. Delayed or dismissive communication erodes trust faster than almost any other failure.
Good service also means going the extra mile when customers ask for help. This does not require heroic gestures or unsustainable promises. It means making reasonable efforts to accommodate requests, finding solutions instead of citing policy limitations, and treating each customer interaction as an opportunity to strengthen the relationship.
Finally, good service requires solving problems that customers encounter when using your products or services. Problems will occur. Systems break, misunderstandings happen, and expectations sometimes exceed reality. How you respond to these moments defines your customer service more than any policy manual or mission statement.
Ready to Increase Retention Rates? Good Service Leads to Happy Customers!
Understanding these principles matters little if you cannot measure whether you achieve them. Three metrics provide clear insight into your customer service performance.
Reviews offer direct customer feedback on their experiences. Request Google, Facebook, and LinkedIn reviews systematically. Monitor these reviews regularly, not as a vanity exercise but as an early warning system. When negative reviews appear, respond promptly. Avoid defensiveness. Reach out to the customer and try to fix what went wrong. Many customers who leave negative reviews will update them if you address their concerns effectively. Even when they do not, your professional response shows prospective customers how you handle problems.
Measuring Service
Customer retention rate measures how many customers continue doing business with you over time. No universal benchmark defines a good retention rate because it varies by industry, business model, and customer type. What matters is measuring your retention rate consistently and taking prompt action when it declines. More importantly, take daily actions to improve service continuously, rather than waiting for the metric to signal a problem.
Customer lifetime value calculates the total value of a customer's relationship with your company from their first purchase forward. This metric helps you understand not just whether customers return, but how much additional value those relationships generate. High customer lifetime value indicates that your service keeps customers engaged and spending over extended periods.
Word-of-Mouth Marketing: Priceless
These measurements matter because good service creates something that no advertising budget can buy: authentic word of mouth marketing. People share stories about their experiences with businesses. When you deliver exceptional service, customers tell their friends, colleagues, and social networks. They post on review sites, mention you in conversations, and recommend you when others ask for suggestions.
Bad service also generates stories, but these stories damage your reputation and cost you business. Customers share negative experiences on social media, review platforms, and in personal conversations. Once published, negative reviews persist. You can sometimes get them removed or buried in search results, but doing so requires significant effort and often proves impossible. Prevention costs far less than remediation.
The marketing value of word-of-mouth recommendations exceeds traditional advertising in both cost-effectiveness and persuasive power. When a trusted friend or colleague recommends your business based on their positive experience, that endorsement carries more weight than any ad campaign. The person receiving the recommendation already has a relationship with the referrer, lending immediate credibility to their opinion.
This dynamic makes customer service a multiplier for your marketing efforts. Every satisfied customer becomes a potential advocate. Every resolved problem becomes a story about your commitment to making things right. Every extra mile you go becomes memorable enough to repeat to others.
View Service as a Marketing Method, Not a Cost Center
Most businesses already invest in customer service to some degree. The question is whether you recognize it for what it truly is: a marketing weapon. When you reframe customer service as central to your marketing strategy rather than a separate operational function, you unlock its full potential.
Start by ensuring your customer service standards align with your marketing promises. Nothing damages credibility faster than advertising claims that your service fails to deliver. Then empower your service team with the authority and resources to solve problems without excessive escalation. Speed matters, and bureaucratic approval processes slow everything down.
Measure the metrics that matter, respond to feedback systematically, and invest in continuous improvement. Train your team not just in policies and procedures, but in the principles of good service. Give them context about why their work matters and how it contributes to business growth.
Customer service is not glamorous. It happens in phone calls, email exchanges, and problem-solving sessions that never make it into marketing case studies. But these moments determine whether customers return, what they tell others, and ultimately whether your business thrives or merely survives. Treat customer service as the marketing weapon it is, and you give your business an advantage that competitors cannot easily replicate.
Does Posting More Content Really Boost Your SEO?
Does Posting More Content Really Boost Your SEO? Does Fresh Content Really Help? I Ran an Experiment to Find Out
If you're like most marketing leaders, you've heard the advice a thousand times: Post consistently. Keep your content fresh. Update frequently.
It's become one of those SEO commandments we all nod along to in meetings. But here's the question that's been nagging at me (and maybe at you, too): Does it actually work? Especially now, in the age of AI-powered search and ChatGPT snippets reshaping how people discover content?
As someone who runs Seven Oaks Consulting, a content marketing agency, I spend my days helping clients navigate these exact questions. But this summer, I found myself in a position to test the theory firsthand with one of my own websites. What I discovered might surprise you.
The Setup: A Perfect (Accidental) Control Group
I own a seasonal website that gets the bulk of its search traffic between March and July. Think of it as a digital spring bloom—lots of activity when the weather warms up, then a gradual fade through August, and near-dormancy during winter months.
This summer, I was swamped with client work. The site that usually gets attention every couple of weeks? It languished. I managed to update it just once a month (which, let's be honest, is barely keeping the lights on in SEO terms.)
The results were about what you'd expect from a neglected website: my average search engine position was 46.
For context, that's essentially invisible. If you're not on the first page of search results (positions 1-10), you might as well not exist. Position 46 means I was buried on page five, where only the most determined or desperate searchers would ever find me.
The Experiment: Doubling Down on Content
By September, I had more breathing room. I also had a hypothesis I wanted to test: What would happen if I dramatically increased my posting frequency?
My typical schedule for this site was once every two weeks—a reasonable cadence for most content marketing strategies. But for this experiment, I decided to go aggressive: I would post twice per week instead.
That's a 4x increase in content output. More work, yes, but I wanted to see a clear signal if one existed.
The Results: From Invisible to Viable
The data came in faster than I expected.
After ramping up to twice-weekly posts, my average SERP (Search Engine Results Page) position jumped from 46 to 21. That's a leap of 25 positions, moving from page five to page two or three, depending on how Google was displaying results.
But it didn't stop there. The position continued to improve, climbing to an average of 11.
Suddenly, I wasn't just in the game. I was on the first page. My content was visible. People could actually find it.
Now, I should mention that the position has since settled back into the 20s. But before you dismiss the experiment as a fluke, remember: this is a seasonal site. The traffic naturally declines in fall and winter regardless of what I do. The fact that I maintained better positioning than before, even during the off-season, tells me something significant happened.
What This Means for Your Marketing Strategy
So, is the conventional wisdom true? Does frequent content updating actually improve search engine rankings in our new AI-powered search landscape?
Based on my experiment, the answer is a resounding yes.
Here's what I think is happening: Search engines—Google, Bing, and the emerging AI-powered alternatives—are all looking for signals of relevance and authority. A website that publishes fresh, valuable content regularly sends a strong signal that it's active, current, and worth paying attention to.
With AI summaries and ChatGPT-style snippets becoming more prominent in search results, there's even more pressure on search algorithms to surface up-to-date content. Nobody wants their AI to quote outdated information, so recency has become an increasingly important ranking factor.
But here's the nuance that matters: it's not just about quantity. The content still needs to be valuable, relevant, and well-crafted. Posting twice a week with thin, rushed content won't get you anywhere. The frequency amplifies quality. It doesn't replace it.
The Practical Takeaway for Marketing Leaders
If you're a CMO, VP of Marketing, or CEO trying to make smart decisions about your content marketing budget, here's what this experiment suggests:
Increasing your content frequency can move the needle on SEO—but it requires commitment.
Going from sporadic updates to consistent, frequent publishing isn't just about writing more blog posts. It means:
- Having the team capacity (or agency support) to maintain quality at higher volume
- Developing a content pipeline that can sustain the pace
- Ensuring each piece genuinely serves your audience's needs
- Being patient enough to let the strategy work over several weeks or months
For my seasonal site, doubling down on content during a slow period still improved rankings. Imagine what strategic, sustained content marketing could do for your business during peak seasons when search traffic is already high.
SEO Best Practices Are Still Important
Those SEO best practices you've been hearing about? They're not just tribal knowledge passed down from the early days of Google. They're working, perhaps more than ever, in our AI-enhanced search environment.
Frequent content updates aren't a magic bullet, but they are a powerful lever. Used strategically, they can take you from invisible (position 46) to viable (position 11) faster than you might think.
The question isn't whether it works. My little experiment suggests it does. The real question is: Are you ready to commit to the consistency it takes to make it work for you?
What a Good Website Home Page Should Include
What should a good website home page include?
It's surprising how many business owners don't consider what a good website home page should include. Many home pages should actually be the company's "about" page because they are all about the company!
There's a tried and true formula for a good website home page that I'll share here. But first, is your home page really holding you back from getting leads, or is it something else?
Not Enough Leads? Is It SEO (Organic Site Traffic)or a Poorly Converting Home Page Holding You Back?
If you are not getting the desired number of leads or sales through your website each month, there are two questions you should ask yourself first to determine the possible root of the problem:
Am I getting enough traffic to my website? If yes, the problem could be your home page or other pages on your site failing to convert website visitors (traffic) into leads or sales. If no, then you have a search engine optimization (SEO) problem.
You first need to get qualified traffic to your site. Then, the site should be like a sales person and help you convert website visitors into leads or sales.
Is the traffic converting into leads or sales? If you are attracting organic search enginge traffic, or website visitors to your site, but you are not getting leads or sales, there are several possible reasons. The one reason we will explore today is a poorly designed and poorly messaged home page. Other reasons may be that you are attracting the wrong traffic (you are not attracting people who are interested in buying your products or services), your prices are too high, your products do not have all of the features customers desire, and more. In other words, there are a lot of marketing angles to explore. The one we will explore here is the design and layout of the home page.
Good Website Home Page Design and Messaging
I chose good website home page design and messaging as one possible reason why traffic is not converting into leads for several reasons.
First, this is a very common problem. Many businesses focus on the wrong things on their home page. They also design sites themselves and lack the expertise of a good web designer who knows the important of layout to lead customers through the sales process.
Another reason why I chose this topic is that it is a very easy fix, even for companies who DIY their websites. As I explained in my Monday Marketing Motivation video today, I met with a lovely business owner last week to discuss why her website wasn't converting organic search engine traffic from Google and Bing into leads on her site. She was getting plenty of visitors, but no leads.
What struck me as very obvious when I looked at the home page of her site was how inwardly focused it was. It was all about her company; how long they had been in business, who they served, what they did. Very meat and potatoes so to speak. It lacked empathy for the customer. It did not indicate that she knew her customers' pain points and could solve them. She does that every day and she is very good at that, but her website wasn't showing it!
I suspected - and the Google Search Console metrics proved my hunch - that customers were clicking though to her website, but when they got to her page, nothing resonated with them, so they left after 30 seconds or less.
We decided to tweak both the copy and the layout and use good website home page design best practices to see if that would convert more of her site traffic to leads.
Tweaking the Home Page Design: Test and Measure
Making tweaks like the ones we made to my client's site is easy enough that even if you DIY your website, you can make them yourself.
Here is what I recommend you do when tweaking the home page design:
- Take a screenshot of the "before" home page
- Write down your page metrics before making any changes (traffic, time on site, search position, number of leads per month)
- Make the recommended changes (more on that, below)
- Publish
- Ask Google and Bing to re-index your page
- Each month, for the next 3-6 months, note the metrics
- Compare at the end of 3 or 6 months
- If you have solved the problem, great! If not, try again, and tweak something else.
Numbers don't lie. Tracking metrics helps you see clearly whether or not your changes made an impact. And, by taking a screenshot of the 'before' page, you can easily replicate it and put the old page back in place if you decide it gave you better results before.
Best Practices for Home Page or First Page Design and Messaging
Now let's get down to the nitty gritty. What are the best practices for good website home page or first page design and messaging?
- The page should be clean, load quickly, and immediately speak to the customer - your target audience. First thing's first: who are you selling to? Imagine that person in front of you. What problems do they bring to you to solve? That is the focus of your messaging - their problem, your solution.
- The headline should be all about the solution to their problem.
- Next, reiterate that you understand their problems.
- Give people a clear call to action. What do you want them to do? Make an appointment, sign up for a newsletter, download something? Ask for it clearly and consistently and ask for it at the top of the page. Use the same language, same button size and shape, throughout your website whenever you ask for this action.
- Include near the top of the page testimonials, client logos, or other proof points that demonstrate others have trusted you to solve their problems.
- Include other proof points or trust indicators, such as membership logos, awards won, or similar icons that help customers understand your company is valid, legit and good to work with.
- Tell people again how you solve their problem.
- Ask them again for the call to action
- Push non-essential (but good for SEO!) material into the footer or elsewhere. This includess your blog, any other material that helps drive traffic, job openings, and other essential pages that may not be directly related to the sales process.
- Include plenty of relevant visuals (licensed stock photography, for example) or other visual items to break up the text.
- Test all the buttons and links to make sure they go where you want them to!
Of course, you want to be sure your page looks great on mobile devices, and loads quickly, too. And need I say that you should follow up promptly on any leads? Of course you should! Make sure that customers know you care about them and their business by following up promptly on all leads, inquiries, and questions.
Good Web Design and Good SEO Go Hand-in-Hand
Good web design and good SEO work hand-in-hand to generate organic search traffic to your site and convert traffic into leads and sales. If something isn't working in this process, you'll feel like you're shouting into the void. You're doing all the right things; publishing great content, using social networking, running ads. But the sales or leads aren't there. You have to make smart changes, test and measure them, and then continue tweaking and analyzing those changes to continually improve your sales. With time, patience, and best practices, hopefully you will see incremental improvements.
How Consumers Search Has Changed—And What You Need to Do About It
How consumers discover brands and products has fundamentally shifted. If you're still banking on your website ranking on page one of Google search results to drive traffic, it's time to wake up. According to a recent Search Engine Land study, only 11%—or roughly 1 in 10—consumers actually trust those first-page results anymore.
This is a big deal. Companies that fail to pay attention are headed for declining organic traffic and less visibility online. You need to take steps now to build brand visibility across platforms.
How Consumer Search Has Changed: Multi-Channel Approach
Gone are the days when consumers relied primarily on search engines to discover and vet brands. Today's consumers are much more sophisticated—and honestly, more skeptical. They're piecing together information from multiple sources: search engines, AI platforms, social media, review sites, Reddit threads, TikTok videos, and word-of-mouth recommendations.
Think about how you search for something new yourself. You probably don't stop after clicking on the top Google result. You might ask an AI chatbot, scroll through Instagram or TikTok, check Reddit for real user experiences, browse review aggregators, and visit multiple brand websites before making a decision. That's the consumer journey in 2025, and it's radically different from just five years ago.
The fragmentation matters because it means there's no single path to discovery anymore. Where a potential customer finds you depends entirely on their personal preferences and habits. Some will start with search engines. Others might begin with AI assistants or social platforms. A few might stumble upon you through a review site or influencer mention. The key insight? You need to be visible everywhere they might look.
What This Means for Your Brand
I've been saying this since summer: build your online brand—not just your website, but your entire digital presence.
Of course, you still need a solid website. Your own platform is your home base, your owned land. It's where you control the narrative, direct traffic, and nurture leads. Think of it as essential infrastructure.
But that's just the foundation. You also need to be active on social media, securing guest posts on relevant websites, accumulating genuine customer reviews, and building mentions across the wider internet. You need a comprehensive digital footprint that tells a consistent story about who you are.
Why does this matter? Several reasons. First, when customers search in different ways, they're more likely to find you if you're everywhere. Second, AI platforms are increasingly using this distributed information to build business profiles and answer user queries—if you're not visible beyond your website, you're invisible to these emerging discovery channels. Third, a robust online presence simply signals legitimacy and trustworthiness to today's skeptical consumers.
Building Your Multi-Channel Digital Footprint
So how do you actually do this? Here's what I recommend:
Start with strategy and consistency.
Identify which platforms your target audience actually uses. There's no point chasing every social network if your customers hang out on LinkedIn and TikTok, not Instagram and Snapchat. Develop a unified brand voice and visual identity across everything you publish, so customers recognize you instantly, whether they're on your website, social media, or a third-party review site.
Create for each platform, not just everywhere.
Don't just copy-paste the same content across channels. A LinkedIn post should look and feel different from a TikTok video or a blog article. Tailor your content to each platform's format, audience, and culture. This effort pays off in better engagement and reach.
Stay active where it matters.
Maintain a consistent presence on the platforms that matter most to your business: your website, priority social channels, email, potentially mobile apps, and relevant marketplaces. Consistency beats perfection; showing up regularly is more important than sporadic viral moments.
Track what works.
Use analytics to understand which content resonates, which platforms drive real engagement, and where your audience is actually spending time. Let data guide your decisions. If TikTok drives zero meaningful engagement for your B2B software company, you're wasting time there.
Blend SEO and paid strategies.
Traditional SEO still matters. Implement it across your owned channels and aim for visibility across search engines. But also use paid advertising strategically across platforms to amplify your reach and target specific audience segments where they're most receptive.
Make it personal with CRM.
Integrate your customer relationship management system across channels so you can personalize interactions. When someone engages with you on social, sees your email, and visits your website, they should experience a connected journey, not fragmented silos.
Amplify through partnerships.
Collaborate with influencers, complementary brands, or industry partners who can help you reach new audiences across channels. These partnerships extend your reach and build credibility through association.
Test, iterate, and optimize.
Run small experiments with messaging, formats, and channel mixes. Double down on what works. The digital landscape changes constantly, so treat your strategy as a living thing that evolves based on real performance data.
Automate the routine work.
Use scheduling tools, publishing platforms, and reporting software to handle repetitive tasks. This frees up your team to focus on creating great content and meaningful customer interactions rather than drowning in administrative work.
Make mobile non-negotiable.
Optimize every digital touchpoint for mobile devices. Your website, emails, and social content all need to look and perform beautifully on phones. Your audience is using mobile devices to look for information, so make sure your website is find-able on smartphones and loads quickly.
Relying on Search Online Is So Last Week...
The era of relying on first-page Google rankings as your primary traffic source is over. Today's consumers are smarter, more skeptical, and more distributed across platforms. They're assembling their own picture of your brand from multiple sources before they ever decide to do business with you.
That means you need to meet them where they are online. Build a consistent, authentic presence across the channels your audience actually uses. Focus on providing real value, not just selling. Stay flexible and keep optimizing based on what your data tells you.
Brands that adapt quickly to this fragmented search landscape will thrive. Those that cling to outdated SEO-only strategies will increasingly find themselves invisible to the customers they're trying to reach. The choice, as always, is yours.
What Is Schema Markup – and Do You Really Need It for SEO and AI Search?
What is schema markup?
You know what's driving me nuts lately? Every single article about optimizing for AI-powered search—ChatGPT, Google's AI Overview, Perplexity, and the whole crew of AI search tools—keeps mentioning schema markup like it's something we all know and use daily.
They just casually drop it into their advice: "Oh, and make sure you're using schema markup!" As if we, the average website owners and marketers, totally know what that is and can just snap our fingers and make it appear on our sites.
I hit my breaking point this morning when I got two different newsletter articles in my inbox, both talking about AI search optimization, and both listing schema markup as a must-do—with zero explanation of what it actually is or how to implement it.
So I did what any frustrated blogger would do: I went down a research rabbit hole to figure out exactly what schema markup is, whether I actually need it, and if it's really going to help with AI search or if everyone's just parroting the same advice without any real evidence.
Here's what I discovered.
What Is Schema Markup, Really?
Okay, so schema markup is basically a special type of code you can add to your website's backend that helps search engines understand what your content is actually about.
Think of it this way: Without schema markup, Google's looking at your webpage like someone trying to read a book in dim lighting with no context. It sees words and tries its best to figure out what they mean and how they relate to each other. With schema markup, you're essentially handing Google a highlighted study guide that says:
- "Hey, this page is a recipe for chocolate chip cookies"
- "This section right here? That's a product review with a 4.5-star rating"
- "This is information about a local business, and here are the hours and address"
- "This is an upcoming event happening on a specific date"
The code itself is written in something called structured data, and here's the best part: it doesn't change anything about how your site looks to actual human visitors. It's completely behind-the-scenes information that only search engines and other machines can read.
Why Would You Want to Use Schema Markup?
The main reason people use schema markup is because it can make your website show up in search results with those fancy extra details that catch people's attention. You've definitely seen these before—they're called rich results or rich snippets.
These are things like:
- Star ratings and review counts on product pages
- Product prices right in the search results
- Event dates and locations without having to click through
- Recipe cook times, calorie counts, and ingredients
- Job posting salaries and locations
- FAQ sections that expand right in the search results
These rich results make your listing stand out in a sea of blue links, and they can significantly improve your click-through rate because people can see useful information before they even visit your site.
How Do I Add Schema Markup to My Website?
It's easy to add schema markup in WordPress. There are a variety of plugins that include it. If you aren't on WordPress, you'll need to explore code generators to add the code to your site.
For WordPress users, if you're already using popular SEO plugins like Yoast SEO or RankMath, congratulations! You already have schema markup enabled on your site and you probably didn't even realize it. These plugins automatically add basic schema markup to your pages and posts without you having to do anything extra.
You literally don't need to touch a line of code. Just keep writing quality content, optimizing for your keywords, and the plugins handle the schema markup in the background.
If you're not using one of those plugins, there are other options like Schema Pro or specialized schema plugins that can help you add it without needing to become a coding expert.
But Does Schema Markup Actually Help with AI Search?
Alright, here's where things get interesting—and where I think a lot of people are making assumptions without solid evidence.
Is schema markup useful for traditional search engine optimization? Absolutely, yes. There's plenty of data showing that rich results can improve click-through rates and help search engines better categorize your content.
But does it help with AI-powered search tools like ChatGPT, Google's AI Overview, Claude, or Perplexity?
Honestly? The jury is still very much out on that one.
Despite the fact that seemingly every article about AI search optimization includes the directive to "ensure schema markup is active," I couldn't find substantial research demonstrating that it actually makes a meaningful difference for how AI language models discover, process, or reference your content.
Think about it: AI models are trained on massive amounts of web content, and they're reading and understanding the actual text on your pages—not necessarily parsing structured data the same way traditional search engine crawlers do. They're looking at context, relevance, and how well your content answers questions.
That said, it certainly can't hurt. If schema markup helps traditional search engines understand your content better, and those search engines are increasingly integrating AI into their results, there's a logical argument that structured data could indirectly benefit your AI search visibility. But is it the make-or-break factor everyone's claiming? I'm skeptical.
Should You Bother Adding Schema Markup If You Don't Have It?
Here's my honest take: If I discovered my website didn't have any schema markup at all, I would absolutely add it. But not necessarily because of AI search.
I'd add it because it helps with overall search engine optimization and discoverability, and in today's competitive landscape, every little advantage matters.
SEO has always been competitive, but with the explosion of AI-powered search results, ChatGPT answers, and Google's AI Overview taking up more screen real estate, it's become even more of a battle to get visibility. Fewer people are clicking through to websites when they can get answers directly from AI tools or featured snippets.
So my philosophy is: test everything reasonable that might help your site rank better and attract more traffic. SEO isn't about following a perfect formula—it's about exploring, experimenting, and refining your approach based on actual data about what works for your specific site and audience.
Adding schema markup won't hurt your site, and it definitely could help with traditional search results. If you want to test whether it moves the needle for your specific situation, go for it. I'd suggest adding it via a plugin (keep it simple), then tracking your search engine positions and traffic over 3 months, 6 months, and 12 months to see if you notice any improvements.
Implement Schema Markup. It Can't Hurt!
Schema markup is one of those SEO tactics that's probably worth implementing, especially since it's so easy to add if you're using WordPress. But let's not pretend it's some magical solution for AI search when we don't actually have evidence that it's a major ranking factor for AI language models.
My advice? Add it for the proven SEO benefits, keep creating high-quality content that genuinely answers people's questions (because that's what AI models are looking for), and don't lose sleep over whether your schema markup is perfect.
And the next time you see an article that casually mentions schema markup like everyone should obviously know what it is? At least now you actually do.
RFP Best Practices: A Short Guide to What Makes a Great RFP
RFP Best Practices: A Guide to Winning Clarity and Results
There are certain RFP best practices that have withstood the test of time. When I began working with Requests for Proposals (RFPs) more than 20 years ago while working for a national education publisher, I learned many of the following best practices. Since then, RFPs haven't changed much, although the method of submission certainly has changed. I vividly remember late-night jaunts to Kinkos or FedEx stores to make and bind copies, then get them into the mail by the deadline. Today's RFPS are, fortunately, for the most part, submitted via email or through vendor portals or dashboards.
The following RFP best practices reflect my own strategies and tactics. For personal support with your company's RFP writing or approach, please contact me, and we can schedule an appointment to thoroughly review your needs.
What Is an RFP?
What is an RFP? RFP stands for 'request for proposals.' It is a document, issued by a private business, state, or local government, that outlines the scope of required services, who may respond, the due date for the response, and other requirements for the response. The response is in the form of a proposal, pricing, and other documents that provide issuers with a consistent basis for evaluating multiple competitors for the opportunity. For federal, state, and local government entities, RFPs may be required to ensure fair bidding, the lowest possible prices, and transparency throughout the procurement process.
RFP Best Practices: Essential Components of a Winning Response
First, read the entire RFP from start to finish, including various addenda and supplemental documents that issuers include. Pay attention to confidentiality notices; some states publish the entire bid package, including pricing, unless you follow specific guidelines and rules provided by the issuer to request confidentiality.
The original RFP document outlines the requirements for the submission. This is your guideline to put together your response. Note formatting requirements, such as minimum font sizes or maximum page count. Follow these guidelines to the letter. You don't want your hard work thrown out on a technicality and not considered for the award!
RFP Components
Each RFP response document will vary according to what the issuer asks for in the original scope of work. However, most follow a similar format and flow. Here are some RFP best practices to consider when writing your response.
Include an Executive Summary
The Executive Summary should be concise, typically no more than a few paragraphs, and clearly highlight your understanding of the client's needs. It should include a high-level description of the proposed solution and key differentiators that set your company apart from the competition. We call these differentiators "win themes." The win themes are points you'll want to bring out in various sections of the response, as appropriate.
Company Overview
Most RFPs will ask for a Company Overview. Describe your company, focusing on the required information requested in the RFP. You may want to add any salient points that underscore capabilities, awards, quality of goods or services, and alignment with what the issuer is asking for.
Approach and Methodology
This is the section to focus on, because most issuers want to understand how your company plans to approach their stated scope. How will you do the work or solve the problem? What unique methodology do you bring to the project? Include a detailed explanation of how you’ll meet the project requirements, timeline, milestones, and deliverables, and tools, technologies, or processes you’ll use.
Team and Roles
Some RFPs will request resumes of key personnel who will work on the project if your company is awarded the bid. Rework resumes so that they follow a consistent format; some RFPs will provide you with a template to follow. Remove personally identifiable information, such as home addresses, telephone numbers, and email addresses, and revise the resume to focus solely on experience, education, certification, awards, and accolades.
Pricing and Budget
Provide clear, transparent pricing. Note any potential discounts. If you are bidding on federal, state, or local RFPs, note that pricing is often disclosed or published. Some issuers provide guidelines on how to mark information confidential and proprietary. Be sure to follow these rules if provided.
References and Case Studies
References and case studies are also important components of an RFP response. Most RFPs request references, but only a few require case studies. I like to include both, if I can. Be sure to ask people and businesses if you can use them as a reference in the RFP. For case studies, be sure you have permission to list names or anonymize the clients and business information to protect their privacy.
Compliance and Legal
Paperwork, paperwork! There are so many legal forms to complete in the RFP process it can make your eyes cross. Be sure to go through the methodically and complete every single one. Missing even a single form can throw you out of the running. You may need to request a COI (Certificate of Insurance), for example, to demonstrate General Liability or other coverage; upload W-9s; upload documents attesting to lobbying activities, debarment, or other considerations; or something I haven't even considered. Be sure to review the entire RFP before submission to make sure you have answered every question and completed all the forms.
Best Practices for Responding to an RFP
To elevate your response from acceptable to exceptional, follow these best practices:
- Follow the instructions exactly: Format, file type, deadlines—every detail matters.
- Mirror the RFP language: Use the same terminology and structure to make evaluation easier.
- Be concise but complete: Avoid fluff; focus on clarity and relevance.
- Customize your response: Tailor your proposal to the client’s industry, goals, and pain points.
- Highlight value, not just features: Explain how your solution benefits the client—save time, reduce risk, increase ROI.
- Proofread and polish: Typos and formatting issues can undermine credibility.
- Include visuals: Diagrams, timelines, and charts can make your proposal more engaging and digestible.
What Evaluators Want to See
Evaluators are looking for more than just technical compliance. They want:
- A clear understanding of their needs
- A realistic and thoughtful approach
- Evidence of past success
- Competitive pricing with justified value
- A team they can trust to deliver
Most RFPs include an evaluation rubric. This is a document that clearly outlines how the final award will be given. It will give you the criteria that is used for the award and how much value, or weight, is given to each element. Consider this as you craft your response. You may want to spend more time on the sections of the RFP that will count more towards the final award.
Formatting Tips for Clarity and Professionalism
Use clear headings and subheadings to guide the reader through your document. Bullet points help organize lists and requirements, while consistent font and spacing improve readability. Number your sections for easy reference, and include a table of contents for longer RFPs.
What Evaluators Look For
Evaluators are scanning for more than just compliance. They want clarity, confidence, and compatibility.
Responsiveness matters. Did the vendor follow instructions and meet all requirements? Understanding of the project is crucial. Does the proposal demonstrate a thorough understanding of your needs? Experience and expertise count. Are they qualified and proven in similar work? Value is always a consideration. Is the pricing competitive and justified? Innovation can set a vendor apart. Are they offering creative or efficient solutions? Risk mitigation shows foresight. Have they addressed potential challenges?
An RFP is your chance to set the stage for success. By structuring it thoughtfully, formatting it clearly, and aligning it with what evaluators care about, you'll attract better proposals and make better decisions. The time you invest in crafting a strong RFP pays dividends in the quality of responses you receive and the partnerships you ultimately build.
The AI-Powered Search Revolution
The AI-Powered Search Revolution: What Marketers Need to Know in October 2025
AI-powered search is here to stay. Yes, the search landscape has changed yet again. But when hasn't it changed? For over 17 years, I've been writing about search engine optimization best practices. Even before AI, Google's algorithm shifts kept us all dancing to their tune. Today, it is no different. AI has reshaped search, but there is, as always, a silver lining in the cloud taking organic traffic away from websites.
The Rise of Zero-Click Search
AI-generated overviews now sit at the top of most search results, answering user questions before they ever click a link. This shift toward zero-click searches isn't a passing trend. It's the new reality. Users are getting instant answers from AI summaries, fundamentally changing how they interact with search engines.
For businesses, this means traditional click-through rates have taken a hit. But that doesn't mean SEO is dead. It means the game has changed.
Beyond Keyword Rankings
Keyword rankings still matter, but they're no longer the whole story. Today's critical performance indicator is visibility within AI-generated content blocks and summaries. If your content appears in an AI overview, you're winning, even if users never click through to your site.
This requires a shift in how we think about search success. Are you showing up when AI tools synthesize answers? Are you cited as a source in those AI-generated summaries? These questions now carry as much weight as "what position do we rank for?"
Conversational Search Takes Center Stage
Voice assistants and conversational search queries continue their upward trajectory. People aren't typing "best running shoes 2025" anymore. They're asking, "What are the most comfortable running shoes for someone with flat feet?"
Your content needs to speak this language. Natural language processing drives modern search, which means your SEO strategy must account for how people actually talk, not just how they used to type keywords into a search box.
E-E-A-T Gets a Modern Makeover
Google's E-E-A-T framework hasn't disappeared. Experience, expertise, authoritativeness, and trustworthiness still form the foundation of quality content. But the framework has evolved to emphasize user engagement and brand authenticity.
It's not enough to be an expert. You need to demonstrate that expertise in ways that resonate with real users. Engagement signals matter. Authenticity matters. The algorithm is getting better at spotting genuine value versus content created solely to game the system.
The Hybrid Content Creation Model
Pure AI-generated content rarely cuts it anymore. Neither does ignoring AI tools entirely. The winning approach sits in the middle: hybrid content creation.
AI tools excel at ideation, research, and first drafts. They can analyze trends, suggest topics, and generate initial frameworks faster than any human. But they lack the nuance, depth, and credibility that human editors bring to the table.
The most effective content teams use AI to handle the heavy lifting, then rely on human expertise to add the layers that make content truly valuable: industry insights, brand voice, fact-checking, and the kind of perspective that only comes from real experience.
Technical SEO in the AI Era
Technical SEO hasn't become less important. If anything, it's more critical than ever. But the focus has shifted toward AI-readiness.
Structured data and schema markup help AI systems understand and interpret your content. When an AI tool crawls your site, proper markup makes it easier for that system to extract relevant information and include it in generated responses.
Think of schema markup as a translation layer between your content and AI systems. The clearer your markup, the better chance you have of being featured in AI-generated answers.
Strategic Recommendations for Today's Marketers
Structure Content for Direct Answers
AI-generated summaries favor content that answers questions directly and clearly. Use FAQ formats. Implement schema markup. Make it easy for AI systems to extract and cite your information.
Don't bury the lede. Lead with clear answers, then provide supporting detail.
Invest in Generative Engine Optimization
Traditional search engine optimization is now just one piece of the puzzle. Generative engine optimization, or GEO, focuses on ensuring your content ranks within AI tools like ChatGPT, Perplexity, and Google's AI overviews.
This requires building semantic relevance and topical authority. Cover subjects comprehensively. Link related concepts. Establish your site as the go-to resource on specific topics.
Balance Automation with Human Oversight
Use AI for research, keyword analysis, and content drafting. Let it speed up your workflow and uncover opportunities you might miss manually.
But always bring human editors into the process. They refine tone, verify accuracy, ensure brand alignment, and add the depth that separates great content from merely adequate content.
Track Visibility Across AI Platforms
Your analytics need to evolve beyond traditional search metrics. Are you monitoring how often your content appears in AI-generated responses? Are you tracking citations across multiple AI platforms?
Cross-platform analytics tools can help you understand where your content shows up in the broader AI ecosystem, not just on Google's search results page.
Prioritize User Experience
Fast-loading pages, mobile-friendly design, and clear navigation have always mattered. Now they matter even more. User engagement signals content quality to search algorithms.
If people bounce immediately or struggle to navigate your site, algorithms notice. Create experiences that keep users engaged and satisfied.
Experiment with AI-Powered Workflows
Test AI tools for keyword research, content brief creation, and performance reporting. Explore diverse content formats: video summaries, interactive Q&A sections, and voice search optimization.
The technology evolves rapidly. What works today might not work tomorrow, but experimentation helps you stay ahead of the curve.
Maintain Strategic Agility
SEO is no longer a set-it-and-forget-it discipline. Algorithm updates happen frequently. New platforms emerge. User behavior shifts.
Regular audits and strategy updates are essential. Build flexibility into your approach. Be ready to pivot when the landscape changes.
The Bottom Line
The integration of AI into search represents the most significant shift in SEO since mobile optimization became critical. Success now requires thinking beyond traditional metrics and embracing a more holistic view of visibility.
The businesses that thrive will be those that understand AI isn't replacing SEO. It's transforming it. And that transformation opens new opportunities for marketers willing to adapt their strategies and experiment with emerging approaches.
The question isn't whether AI will continue reshaping search. It will. The question is whether your SEO strategy is ready for what comes next.
SEO Best Practices - Writing Content for Humans and Machines
5 Essential SEO Best Practices for GenAI Search
Every piece of content you publish today serves two masters. Your human readers are looking for clear, useful information they can quickly understand and act on. Meanwhile, AI systems and search engines are crawling your pages, attempting to categorize, index, and serve your content to the right people at the right time.
The challenge isn't choosing between these audiences. It's learning to write in a way that serves both simultaneously. When you structure your content with intention, you create something that resonates with readers while performing exceptionally well across digital platforms.
Strategy 1: Group Content into Clear Topics
Why Topic Clustering Matters
Think of your content like a well-organized book. Each chapter has a clear focus, and readers know exactly what they're getting into before they start reading. Your digital content should work the same way.
How to Implement Topic Grouping
Start by organizing your content around single themes or ideas. Use descriptive headings and subheadings that clearly communicate what each section covers. Keep related information together rather than scattering it throughout your piece.
Avoid the temptation to mix multiple concepts within a single paragraph. When you maintain clear topical boundaries, readers can follow your logic more easily, and AI systems can accurately categorize and understand the purpose of each section.
Strategy 2: Use Clear, Logical Formats
Structure Creates Comprehension
The way you format your content directly impacts how well it's understood. Whether you're writing a blog post, product page, or internal documentation, thoughtful formatting makes all the difference.
Essential Formatting Practices
Leverage bullet points and numbered lists to break down information into digestible chunks. Keep your paragraphs short, ideally three to four sentences maximum. Maintain consistent formatting conventions across all sections of your content.
White space is not wasted space. It gives readers' eyes a place to rest and helps both humans and machines identify where one idea ends and another begins. Clean, logical structure improves readability while enabling AI systems to extract key information with greater precision.
Strategy 3: SEO Best Practices Include Comprehensive FAQ Sections
The Strategic Value of FAQs
Frequently Asked Questions sections are often treated as an afterthought, but they're actually one of the most powerful content tools at your disposal.
Why FAQs Work
FAQs allow you to address common concerns and objections directly. They naturally incorporate the exact language and questions your audience uses when searching for information, which significantly improves your SEO performance.
From an AI perspective, FAQ sections provide clear context about user intent. They signal to search engines and AI systems exactly what problems your content solves and what questions it answers. This clarity helps your content appear in relevant searches and AI-generated responses.
Building Effective FAQs
Focus on real questions from actual customers or users. Use natural, conversational language in both questions and answers. Organize FAQs logically, grouping related questions together to maintain coherent themes.
Strategy 4: Create Step-by-Step Guides
Simplifying Complexity Through Process
Some concepts are inherently complex. Step-by-step guides transform complicated processes into manageable, actionable sequences that anyone can follow.
The Power of Sequential Content
Guides are ideal for tutorials, onboarding processes, and instructional content. They work because they eliminate ambiguity and provide a clear path from start to finish.
Crafting Effective Step-by-Step Content
Break your process into clear, numbered steps. Use action-oriented language that tells readers exactly what to do. Include examples or visual aids whenever possible to reinforce understanding.
Sequential formats are exceptionally easy for people to follow and for AI systems to interpret and repurpose. This dual accessibility makes them valuable for both immediate use and long-term content performance.
Strategy 5: Write in Natural, Conversational Language
Authenticity Over Formality
When describing your products, services, or brand, the most effective approach is often the simplest one. Write like a human speaking to another human.
The Case for Conversational Content
Jargon and overly technical language create barriers. They make your content less accessible to readers and harder for AI systems to interpret correctly. Conversational language, on the other hand, communicates clearly while allowing your unique brand voice to shine through.
Practical Tips for Natural Writing
Write as if you're explaining your offering to a friend. Use everyday language and relatable examples rather than industry buzzwords. Let your personality and brand identity come through naturally in your word choices and tone.
Natural language improves accessibility for all readers, including those who may not be familiar with industry-specific terminology. It also helps AI better understand the tone, intent, and sentiment behind your content, leading to more accurate categorization and serving.
The Bigger Picture of SEO Best Practices for AI Search
Designing for Long-Term Success
Content that works in today's digital landscape must be well-structured, accessible, and designed for how people actually consume information. Readers scan, skim, and search. They rarely read word-for-word from beginning to end.
Building a Sustainable Content Foundation
When you create content that serves both human readers and the AI systems that distribute and surface your work, you're not just optimizing for today. You're building a foundation for sustained engagement, improved visibility, and measurable performance over time.
The intersection of human-centered writing and machine-readable structure is where truly effective content lives. By implementing these five strategies and SEO best practices, you create content that connects authentically with your audience while performing exceptionally well across all digital platforms.
Why Email Newsletters Still Win at Marketing (And How to Do Them Right)
Let's talk about email newsletters. Yes, I know what you're thinking. Email? In 2025? With all the shiny new platforms and AI-powered everything? But hear me out, because email newsletters are still absolutely crushing it when it comes to marketing.
The Case for Email Newsletters (It's Stronger Than You Think)
While everyone's busy chasing the latest social media trend, email quietly continues to be one of the most effective ways to connect with your audience. It's direct. It's personal. And unlike that Instagram post that disappears into the void after three hours, your email sits right there in someone's inbox until they decide what to do with it.
The numbers back this up too. Email consistently delivers higher engagement and conversion rates than most other channels. When someone gives you their email address, they're basically saying, "Hey, I actually want to hear from you”. They are showing interest in what you have to say. Make it count!
You Own Your Email List (And That Matters More Than Ever)
Here's something most marketers learn the hard way: building your audience on social media is like building a house on rented land. Sure, it works great until the landlord changes the rules. Algorithm updates, policy changes, and account restrictions can mean your hard work disappears in an instant. One day your posts reach thousands of people, the next day you're lucky if a hundred see them.
Email is different. Your email list is yours. You control when you send, what you send, and who sees it. No algorithm stands between you and your audience. No platform decides your content isn't "engagement-worthy" enough. This type of ownership is rare in digital marketing, making email incredibly valuable.
Your Subscribers Actually Want to Hear From You
Think about what it means when someone subscribes to your newsletter. They've given you permission to show up in one of their most personal digital spaces. They're raising their hand and saying they're interested in what you have to offer. These aren't random people who happened to scroll past your content. They're folks who are genuinely more likely to engage with your brand, buy your products, and tell others about you.
With smart segmentation and personalized content, you can turn this interested audience into genuinely engaged customers. That's the kind of opportunity that makes email worth investing in.
How to Actually Do Email Marketing Well
Okay, so email is important. But let's be real: plenty of companies do it badly. You know the ones. The newsletters that feel like spam, the constant promotional blasts, the emails that look terrible on your phone. Let's talk about how to avoid being that company.
Start With People Who Actually Want Your Emails
This should be obvious, but apparently it needs saying: don't buy email lists. Just don't. Those lists are full of people who never asked to hear from you, and they'll treat your emails accordingly. Low open rates, high spam complaints, and a damaged sender reputation aren't worth whatever you paid for that list.
Instead, focus on building your list organically. Use clear opt-in forms. Offer something valuable in exchange for an email address. Make it easy for interested people to join, and you'll end up with a list that actually performs.
Tell People What They're Signing Up For
Nobody likes surprises in their inbox (well, except for surprise discounts, but that's different). When someone subscribes, tell them exactly what they'll get and how often they'll get it. Weekly tips? Monthly roundups? New product announcements? Lay it out clearly.
This transparency does two things: it sets proper expectations, and it builds trust. When you deliver exactly what you promised, people are more likely to stick around and engage with your content.
Your Subject Line Can Make or Break Everything
You could write the world's most amazing email, but if your subject line doesn't convince someone to open it, nobody will ever know. Keep your subject lines short, relevant, and intriguing. Make them personal when you can. And please, avoid anything that sounds like spam. You know the ones I'm talking about.
Test different approaches. Some audiences love straightforward subject lines. Others respond better to curiosity or humor. The only way to know what works for your subscribers is to try different things and see what happens.
Design for Phones (Because That's Where People Read)
Most of your subscribers are reading your emails on their phones. If your newsletter looks like a garbled mess on mobile, you've already lost. Use responsive design. Keep your layouts clean and simple. Make sure your fonts are readable and your buttons are big enough to tap without accidentally hitting three other things.
This isn't optional anymore. It's table stakes for email marketing in 2025.
Not Everyone Wants the Same Thing
Your subscribers aren't a monolith. Some are long-time customers, others are brand new. Some love product updates, others just want helpful tips. Treat them all the same, and you're leaving engagement on the table.
Segment your list based on behavior, preferences, location, or whatever makes sense for your business. Then send content that's actually relevant to each group. This approach takes more effort, but the payoff in engagement and conversions makes it worth it.
Every Email Should Give People a Reason to Care
This is where a lot of newsletters go wrong. They treat every email like a sales pitch. Buy this! Check out that! Limited time offer!
Here's the thing: if every email is promotional, people tune out. Balance your promotional content with stuff that's genuinely valuable. Educational content. Entertaining stories. Useful tips. Content that makes people think, "I'm glad I read that."
When you do have something to sell, your audience will be much more receptive because you've built up goodwill with all that value you've been delivering.
Show Up Consistently (But Don't Overdo It)
Pick a schedule and stick to it. Whether that's weekly, bi-weekly, or monthly, consistency helps your emails become a familiar, expected part of your subscribers' routines. Use a recognizable sender name and a consistent format so people know it's you before they even open the email.
That said, consistent doesn't mean constant. Bombarding people with daily emails when they signed up for weekly updates is a fast track to unsubscribes. Respect people's time and inbox space.
Actually Get Your Emails into Inboxes
You can craft the perfect email, but it doesn't matter if it ends up in spam folders. Take the technical stuff seriously. Authenticate your domain properly. Keep your list clean by removing bounced addresses and inactive subscribers. Don't go overboard with images and links, which can trigger spam filters.
Monitor your sender reputation and deliverability rates. If you're seeing problems, address them quickly before they get worse.
Pay Attention to What's Working
Email marketing without analytics is like driving blindfolded. Track your open rates, click-through rates, and unsubscribe rates. Run A/B tests on your subject lines, content types, and design elements. Look at what performs well and what doesn't.
Let the data guide your decisions. If certain types of content consistently get higher engagement, make more of that content. If your Tuesday sends outperform your Thursday sends, maybe switch your schedule. Keep testing, keep learning, keep improving.
Make It Easy to Leave
Nobody wants to trap people into receiving emails they don't want. Include a clear, visible unsubscribe link in every email you send. When someone opts out, process that request immediately.
This isn't just about being nice (though it is nice). It's also legally required in most places, and it protects your sender reputation. Plus, keeping people on your list who don't want to be there just tanks your engagement metrics anyway.
The Bottom Line
Your email list is one of your most valuable marketing assets. It represents real people who have chosen to let you into their inboxes. Treat that privilege with respect. Send them content that's worth their time. Be consistent, be authentic, and always strive to deliver value.
In a world where everyone's fighting for attention across a dozen different platforms, email gives you a direct line to people who actually want to hear from you. Use it wisely, and it'll pay dividends for years to come.