The Worst Email Marketing Advice Ever?
A puzzled marketer posted a common question for help on an online forum last week:
How can businesses improve open rates in their email campaigns?
I hear this question all the time (you may be wondering the same thing)…
…so I dove into the forum where I found…
…lots of lousy advice!
The lousiest was this chestnut from “: “Less frequent emails – 1x per week instead of 1-2x a day. Remember when email was about launching products? Emails are spammy now because of frequency.”
My response: Grab a bottle of lighter fluid. Douse that advice. Strike a match. Burn that advice to a crisp and bury the ashes.
Where to begin?
“Remember when email was about launching products?”
He asks as if that’s a good thing.
I founded an email marketing company in 2001 and ran it for 19 years.
I don’t remember when “email was about launching products” — at least not good email.
GOOD email marketing was never about product launches.
Good email marketing is about relationship-building.
If you use email primarily (or only) to announce products, your list will quickly grow tired of you.
“Emails are spammy now because of frequency.”
No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No! No!
A thousand times — no!
Emails are spammy when they’re sent without permission, and/or they’re irrelevant, boring, overly pitchy, and worthless.
Email marketing success depends most on QUALITY, not quantity.
Want to know how I improved my email open rates? I started writing higher quality emails — more entertaining, more story-powered.
The emails still contained valuable information. But they were no longer info-only lectures. They were info-taining.
After readers responded favorably to my emails, I increased frequency — first from 1x per week to 3x per week, then from 3x per week to 5x per week.
Here’s what happened next…
My open rates went up — way up.
So did the direct reply rate (very important).
Sales went up, too.
Opt-out rates went down.
Call it…
The More-of-a-Good-Thing Effect
We humans are drawn to good things. We’re repelled by bad things.
If you want to increase your open rates (and sales), write better emails.
I can help you with that.
(See the p.s. below)
Don't go away yet..
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Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.
2) Watch theĀ free, 7-minute Micro-Training: āThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iāll contact you with more details.
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