never let is better.”
— Drizzy Drake
If Drake would’ve lived that lyric he spit on an old track, he would’ve made a good email copywriter.
One of the most played out, cringeworthy marketing lessons you see in almost every HubSpot article goes like this…
Marketing is about sending the right message, to the right person, at the right time.
Don’t get me wrong, this is true. I only find it cringeworthy because it seems like the only thought NPC, article-writing employees at HubSpot have. They repeat it so much it’s become a cliché.
That said, it is true.
Let’s talk about the timing piece today.
I rewrote a welcome series for one of my clients. This particular client likes to review my copy before we publish it, so it sat for a good 8 weeks without going out to new subscribers.
Yes, that’s right:
It took my client 8 weeks (give or take) to review this welcome series. He only made a few edits, so it wasn’t a good ROE — or “return on effort.”
But he’s busy. He had to review a lot of other emails I wrote. But it also cost us some dough.
Check this out:
When I finally got the green light to publish this with the world, I did two things:
1. I set it up to go out to all new subscribers as they signed up for our emails. We’ll call this group Segment A.
2. I back-populated it to everyone who signed up in the 8-week vacuum where we didn’t have a welcome series. We’ll call this group Segment B.
Segment A contains 252 people. They converted at 8.33%, resulting in $2,445.05 in extra revenue we were missing out on.
Segment B contains 1,538 people. They converted at 1.43%, resulting in an extra $3,337.28 in revenue we missed out on.
(I suspect both numbers will improve as the welcome series continues rolling out.)
“But wait John, Segment B generated more revenue! And isn’t that the most important metric in email marketing?!”
Yes and no.
Yes, it generated more revenue. But Segment A had a 6x higher conversion rate.
For our example here, there’s no difference between Segment A or Segment B. The Segment A folks were just lucky enough to join while our Welcome Series was turned on.
And check this out:
Let’s take a conservative guess and say each customer spent $97 on their first purchase from us. (Our average order value is $157.40 by comparison, so this is a sizable conservative estimate.)
And then let’s multiply the 1,538 people by another conservative estimation for the conversion rate — we’ll call it just 7% instead of the full 8.33%.
That gives us 107.66 customers, and we’ll round down to 107. Now, let’s multiply this by $97, and we get…
That’s—at the absolute bare minimum—how much moolah we lost out on because it took my client 8 weeks to review my copy, so we could publish it.
Which brings me to the point:
Yes, HubSpot articles are corny. Yes, the “right message, to the right person, at the right time” lesson is the height of cringe.
But it checks out here.
And resulted in us losing out on over $10k and 100 new customers.
Timing matters. Especially when someone is on a dopamine “high” when they find your stuff and sign up for your email list.
And if you wait an extra day to an extra 8 weeks to send your welcome series?
You’re leaving a bunch of Benjamins on the table!
Plus, a bonus lesson — especially if you have a brand and want to hire me or even another email copywriter:
I get that you want to edit every email you send. But not only will this devour your time, but it can devour your revenue and impact too.
It’s always better to ask for forgiveness rather than permission. Even if your email copywriter makes an egregious error, it’s better to share the email with the world as soon as possible rather than waiting for everything to be perfect.
Which reminds me:
If you need an email copywriter to help you grow your brand, impact, legacy, and piggy bank, book a call here.
Maybe I’ll write an email about you and how the new welcome series I created for you resulted in $10k, $20k, or even $50k.
Call my bluff by grabbing a time.