I watched the Trump v Harris debate last night. Full of lies (mostly from Harris and her team of moderators).
Dogs and cats and geese and ducks are being slaughtered then eaten in my home state—despite the liar's best attempt to cover up this repulsive story. (Luckily for Romeo, Myles, and Sylvia—my dog and two cats—we don’t live anywhere near this town.)
I opened an email today from Validity, some company who kneels at the altar of data, who made a claim—completely off hand and completely void of any data—that more emails does not equate to more revenue. A complete lie in my arrogant, but accurate opinion. Not only do I manage several clients’ email marketing strategy, but I mail this list nearly every day.
Let me “riff” on this last point. Here’s the baseless claim Validity made in their email I opened:
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“Successful email marketing is almost always a case of “less is more.” But this approach can create tension with stakeholders who think more email = more revenue.”
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Well, more email = more revenue.
You don’t have to look any further than Ben Settle, who has sent at least an email a day for over a decade—and has multiple 7-figure businesses because of it.
But you can look further than Ben:
His Horde (of which I’m a dutiful member) also embraces this strategy.
My own clients make more moolah when I schedule more emails.
And if you look at some of the direct marketing agencies like Agora Financial, it’s obvious that more emails = more revenue.
And yet… a team of nerds who kneel at the altar of data have the cajones to say that more emails =/= more revenue—and their underlying point is it’s email marketers who believe this faulty lie? Methinks these email marketers are just lazy… or terrible at their job.
Here’s why:
It’s absolutely true that more emails = more revenue.
But there’s a “caveat:”
You have to actually be interesting, entertaining, and persuasive.
Of course, more emails =/= more revenue if your email strategy is as simple as what we discussed yesterday: Endless promos results in a diminishing return on your bottom line.
But if you know what you’re doing?
And if you call yourself an email marketer?
Then, well, you should know that more emails = more revenue.
Even Stan Lee “knew” this. Even before Marvel was a household name, he understood that he could always make more moolah by writing more.
And so can email marketers who know what they’re doing.
Moral of the story?
Everyone is a liar.
So, don’t take advice from people who don’t have what you want.
And if you’re lucky enough to stumble upon this email, you’ve found one of the “good guys” in this industry.
Hit reply if you want to make more moolah from your email list by - gasp - sending better emails more often.
(And don’t believe everything you read on the internet.)
John
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