A couple weeks back, I sent a couple emails talking about my latest product launch for one of my supplement clients. First, we launched smack-dab in the middle of a website relaunch — a major setback. Then, I told you how I planned to run a special little “part 2” of this product launch.
And, well, the results are in:
Part 1 of the product launch made $43,707.87.
Part 2 made an extra $25,937.21 on top of the $43k we already made.
Lemme do some quick maths…
The total from both product launch campaigns resulted in $69,645.08.
Not too shabby if I say so myself.
But here’s a bit of counterintuitive advice:
I sent the Part 2 campaign to a smaller, hotter segment of our list. Part 1 went out to our main segment — these folks buy frequently, open consistently, and visit the site regularly. Part 2 converted better.
In fact, Part 2 had a 36% higher conversion rate. But it made $17,770.66 less than Part 1 (which happened during a site launch that gave us a slower website speed time than your favorite 90s dial-up website).
Which brings me to the counterintuitive truth:
Many email gurus preach about the importance of segmentation. And yes, segmentation is important… kinda. When I first started working with this particular client, I gutted his list from around 80k subscribers down to 10k.
His list was old, unengaged, and inactive.
But I send most emails to our main list of around 40k subscribers. The “hotter” segment I used for Part 2 has about 30k subscribers.
And Part 1 generated more revenue — which is the most important factor in email marketing. Everything else is just a vanity metric, designed to give your ego a boost (without giving your bank account a boost).
You see, segmentation is overrated.
Of course, there’s a time and a place for it. But fetishizing segmentation, like your average email guru does, is a good way to work harder for less moolah.
Sumtin’ to think about.
In related news:
I’m thinking about taking Part 2 of our launch, and sending it to the ~10k subscribers who haven't received it, just to see if it still converts as high.
(Lesson in there…)
Okay, let’s get down to brass tacks:
If you need help launching a new product or service for your business… and wanna make an extra $30k, $69k, or even $100k with your launch…
…you’ll need an email copywriter who has achieved similar results before.
Which, as fate will have it, might be the reason you signed up for my email list many moons ago.
So if you wanna make more money… enjoy more freedom… and worry less about your email strategy…
We’ll set up a quick Discovery Call to make sure we’re a good fit.
And if we are?
My next product launch bragging email may be about you, your new product or service, and how much more moolah you have sittin’ in your bank account as a result.
Call my bluff by smashing this link, and booking a call — and let’s see what happens.