Making your clients look forward to and even beg for your emails

One of my clients is in the middle of a pretty massive launch. It’s not a typical product launch, it’s more of a protocol launch (which includes the use of several already-existing products in a specific way to reach a specific outcome). It’s also for a niche problem a small, but mighty segment of our customers are potentially dealing with or worried about. 

As such, I’ve written a pretty intense and in-depth “email mini-series” about this. 

But something interesting happened yesterday all thanks to one line I inserted into the copy. 

Several people reached out to my client and asked if he could resend the past several emails I’ve sent to that point. 

How many email copywriters can say that their copy is so good it makes people want to read it multiple times? Especially when the protocol I’m selling has nothing to do with writing copy or marketing (where I imagine this kind of behavior would happen more often)? 

The next copywriter who makes this claim will be the first time I’m hearing it. 

Also, I looked into a few of the customers who asked to be sent the entire thing again. A couple of them have already opened and the emails they wanted to be resent. They became more engaged in it though because of one line I snuck into an email in the middle of the launch. 

And one person wasn’t even on our list, which leads me to assume that someone forwarded them and they became so interested, that they had to read the entire mini-series up to the email they were forwarded. 

Now, these aren’t things you can “track” in an email marketing strategy. Klaviyo doesn’t tell you how many people respond to or forward your emails. But don’t you think this is a better gauge of overall engagement in a list than open or click rates (which have never been as unreliable as they are today—and they weren’t all that reliable to start with)?

Me too. 

Moral of the story? 

There are plenty of benefits of working with a professional copywriter which might not even materialize into doll-hairs and cents immediately. 

But having folk look forward to and ask to be re-sent an entire multi-email campaign and forwarding it to others? 

You might never be able to track this. But this creates a snowfall of revenue when it's combined with consistency. It also builds list loyalty, which may be the single most important untrackable metric. 

It might not always result in the most short-term sales. But it increases customer lifetime value in ways that most brands can’t even fathom. 

Some food for thought today. 

If you want to see how this could work in your business, hit reply, and let’s chat. 

John