From last Wednesday to last Sunday, I sent out 11 emails to promote the most recent run of my Copy Riddles program. Five of those promo emails came on just the last day.
Here’s some sobering feedback I got about that from copywriter Dave Montore, who signed up for both Copy Riddles and the Inner Ring coaching:
Thanks for the warm welcome, and thanks for sending more emails than usual for this one.
I’d have missed sign up due to the holiday weekend if I hadn’t noticed three emails from you in one day yesterday.
Good lesson for anyone who thinks they’re “bothering” their list.
Dave replies to my emails fairly often. He’s actually bought some of my other offers in the past. And yet, like he writes above, he might have missed this most recent offer had I emailed less, particularly the last day.
“Yeah,” you might say, “but at what cost did you buy this one great case study? How did the rest of your list tolerate all that heavy emailing? I bet many of them were piii—”
Well, before you go there, let me admit those five emails I sent out the last day did get a total of 5 unsubscribes. That’s about 0.4% of my list. Over the entire 11-email promo campaign, I had a total of 10 unsubscribes. That’s actually less than my long-term average.
And in spite of kicking off this campaign with a tongue-in-cheek email, inviting the wrong kind of readers to send me their hate mail and mp3s of their trollish grunting, I got fewer than one such response.
That’s to say, nobody, not one person, wrote in to tell me how I’m selling too hard or how I’m sending too many emails or how I should check out Andre Chaperon or the Hubspot website for ideas about how to really do email right.
On the other hand, I did get dozens of fun, smart, or respectful replies from people who enjoyed my emails, or had questions about the offer, or who actually took me up on my offer and wrote me with a certain amount of pride to tell me so.
Still you might say, nothing new here. Email done right makes sales. The worst that happens is that people who aren’t a good fit end up unsubscribing.
Yes, there is nothing new here. You got me there.
The only reason I am telling you this is because, ever since I’ve started offering my Email Marketing Audit back in May, the first conclusion I’ve made with all the clients who took me up on the Audit has been:
Email more.
Many business owners email once a week. They make some sales with that one email. And then they start to think, gee, how can I do better? Are there some subject line tricks or some deliverability hacks for improving the results from this one email?
My argument is always:
If you are making some sales with one email a week, try sending two. You might not double the money you make. But I’m pretty sure you will make more than you make now, and I’m 100% sure will make more long-term than if you focus on tiny tweaks to that one email.
So that’s free advice.
Of course, there is more to email marketing, done right, than simply creating heavy email showers.
But that kind of advice and guidance and advice is something I charge for.
So if you are a business owner, and you have an email list, and you want me to do an Email Marketing Audit of your email funnels and copy, you can get started here: