It’s not that sexy but… many of the top email marketers report that sending frequent emails to their lists is one of the main secrets to their success. Many people are worried that if they email too much, they’ll get too many unsubscribes. But is that a bad thing, really?
Check out the tutorial below and see what I’m talking about…
Why should I send more emails?
1. It positions you as a leader
If you show up consistently you will be seen as someone who’s serious (because you are). Even if some of your emails remain unopened, that’s okay. Your subscribers still see them in the inbox and they think of you, even if just for a second. You’re on their radar.
If the big dogs are showing up in the inbox every day and you’re only there every now and then, what does that do for your reputation?
As time goes by you’re just a part of their daily life… maybe even a kind of email celebrity. When they think of ______ they think of you.
2. People are busy
No matter how much a subscriber loves you, they don’t always have time to read your emails. Life happens. But you’re there for them every day when they need you. They know they can count on you.
They might genuinely mean to go back and read that email you sent the other day but, chances are, they won’t. Show up the next day and you’ll reach them then.
3. You WILL make more sales / get higher response
When I was in old-school phone / face-to-face sales I learned pretty quickly that “the fortune is in the follow-up.” I never got a sale on the first conversation. It’s the same with email. I’d much rather bang out a few follow-up emails than play phone tag with people for days on end.
If you send one or two emails and get hardly any response, don’t be sad. Just send more emails!
Paul Mort’s analogy for daily emails: “It’s like I put an ad in the newspaper on only one day. What if the person didn’t buy the paper that day? What if it didn’t get delivered? What if the dog eats it? But… if you put the ad in the paper every day… it doesn’t matter if the person doesn’t get four of them but if they get one of them and the ad’s good enough, they’ll buy.”
Won’t people complain?
1. Set expectations from the beginning
Tell the subscriber what they’re getting into from the very start. By doing this, you also weed out people who aren’t a good fit.
John McIntyre has said that 1 in 3 people unsubscribes from his list. He tells people on the main squeeze page and the Thank You page that he will be sending daily emails and that he’s not in the free information business. Even though his unsubscribes are high, the ones that stay are really responsive.
Two places to set expectations are on the opt-in page and in the first email. Here’s an example from one of my opt-in pages…
2. Remind subscribers of the value that’s ahead
-In the first email, list several benefits they’re going to receive if they stay on the list (and keep opening the emails).
-At the end of emails tell them to stay-tuned for what’s coming next.
3. Don’t send junk!
Your emails should be fun/interesting/valuable to your subscribers. If you hard sell in every email, they won’t stick around for very long.
“If they [the subscribers] have a problem that you can help solve, you’re not imposing on them. In a way, you’re doing them a favor. It’s almost a moral imperative that you do mail them regularly. If you’re just sending blatant sales pitches, it’s different. No one wants to hear that every day.” – Ben Settle
Don’t believe me?
Find someone who’s making a lot of money in e-commerce in your space and sign up for their list. If you know they’re making a killing and only sending one email a month? Good for them. They’re the exception to the rule.
Ben Settle usually sends 5 emails/week. Periodically he will send two emails (or more) per day… and reports that his sales increase dramatically.
So… give it a shot! If you’re a bit shy about it (or find it tough to write that many emails), try sending three per week and see what happens.
Need a list?
Of course, you need a list to send all those emails to. Try out List Spark (free list building software), send some traffic and watch it go to work for you!