If it’s nice, play it twice

This month’s issue of Ben Settle’s Email Players newsletter was jamma-slamma packed with new ways to approach emails. 

There was one email idea in particular, a so-called “voyeur email,” that I used for several clients already. And, boy, has this email been an absolute hit. 

I don’t know if I’ve ever received more praise for a single email—both from my clients themselves as well as my clients’ customers. 

It’s also drummed up sales like the British before a war. 

The magic of this email is that it lets your audience “see” their problems from a different perspective, instead of making the classic copywriting mistake of accidentally lecturing to your audience. 

(Nobody likes being lectured to…) 

In fact, lemme tell you a story about why this simple lil idea was such a hit:

One of my clients launched a group coaching program this week. And we met a day after I sent this “voyeur email” that ended up converting more than our other emails—combined. 

(Yes, this idea is THAT powerful.)

Well, so many people not only signed up, but replied back to my client to tell her how relevant the story was to their life that my client wanted me to send it twice. 

If it’s nice, play it twice. 

And so - I did exactly that… but with a twist: 

One of the thangs that Gmail hates the most is duplicate content. This put me in a peculiar situation: Do I listen to my client at the expense of good deliverability or do I ignore my client? 

Neither!

I simply added the “voyeur” story to the P.S. of the deadline email—and would you believe that this repurposed email almost did as well as the original?

More:

Another funny thing since I brought up deliverability: 

The most successful email, the “voyeur email,” that resulted in the most memberships for her group coaching program and the most replies she’s gotten from perhaps any email that didn’t explicitly ask for a reply as the call-to-action, also had, by FAR, the lowest open rate. 

I’ve been tellin you that opens =/= sales. Well, opens also don’t result in good deliverability. 

So, when you get an email that has a lower open rate than normal? 

Be grateful. 

It might’ve just been your most profitable email. 

Anywho: 

Wanna see how powerful this “voyeur email” idea can be for your business?

Hit reply, and let’s chat about your email marketing strategy. And if we decide we’re a good fit? Then, well, consider me writing your business a “voyeur email” your free gift. 

John