Prohibition in the U.S. ended in 1933 with the repeal of 18th Amendment. After that, states could make their own laws about the sale of alcohol.
Some states couldn’t wait to get soused.
But others kept up with prohibition. Oklahoma, for example, kept going with prohibition until 1959.
Today, there are still over 500 “dry” municipalities across the U.S. One recent study even found that prohibition, horrendous as it sounds, might be a good idea. According to this study, crime went up by about 10% in areas that went from dry to wet.
The point being, just because you can stop, doesn’t mean you should. And I’m not talking about prohibition, see? I’m talking about marketing, specifically email marketing.
Over the last few years, it’s become commonplace for companies to send a daily email. But there’s nothing magic about the number one.
You can send your customers more than one email a day. For example, most Agora imprints send at least two emails each day, with one being mostly content and the other mostly promotion.
So two is ok. What about more?
Email marketing guru Ben Settle combines his content and promotion in each email. That’s why he can get away with sending, for example, five emails this past Monday, and over 10 over a recent 3-day promo window.
Old direct marketing wisdom says to keep repeating something until it becomes unprofitable.
Of course, too many emails can become unprofitable. Maybe you do burn out your list after a time. More likely, you get to a point you’re better off spending your time doing something else than writing an additional email — perhaps working on building your list, or creating a new offer.
But most businesses never get to that point of declining email profits. Maybe your business is one of them. In that case, it might be time to start writing an additional daily email — and getting sloshed on all those extra profits.
Of course, this all assumes you make money from your daily emails. I don’t. That’s why I only send one a day. It usually has to do with marketing or copywriting, like what you just read. If you’d like to get my one daily email as it comes out, here’s where to go.