The trick to making one person open 52 times

Checky:

Since one of my clients has an autoship feature for her products, it can really screw up the conversion metrics in Klaviyo. We’re only interested in tracking new orders, not autoship orders (even though I’d argue, and am probably correct, that the emails I send make even autoship customers look forward to their order and minimizes their chances of canceling). 

But a few months back, Klaviyo decided to update their reporting. You used to be able to see the time someone bought (which is how we decipher autoship from new customers), but now you just see how many people bought. 

Annoying little “update.” (Can someone please make these tech companies stop the endless pursuit of updates? Almost every recent software update makes the software worse whether you’re talking about Klaviyo, ActiveCampaign, or any other ESP.) 

But there’s a simple workout: Export the CSV file that shows the time of purchase as well as some other stats:

Like total opens per person. 

Total clicks per person. 

And total conversions per person. 

Something you don’t typically see in Klaviyo’s metrics. 

Anyway, few weeks ago, I exported a CSV for an email I sent. And what I found shocked me. 

One person opened one email 52 times. 

52 times!

What the HECK?

That’s an absurd amount of times to open an email. 

And yes, she did end up buying.

So, what sort of magic did I pump into this email to make it “stick” in the psyche of one customer that she had to open the damn thing 52 different times?

I have a couple of theories: 

First, I promoted a memory product. So mayhap opening it 52 times is as simple as this: Her memory is fading. Or more likely: She kept getting distracted and wanted to read the entire thing. 

Second, I led with a strong story that makes for great fodder when she’s talking to her kids and grandkids. The story was about how younger people are experiencing more memory problems than ever before. Mayhap she opened it 52 times so she was prepared to have the convo with loved ones. 

Third, I leveraged infotainment: When you mix information with entertainment. This is mayhap the single most engaging skill in copywriting. It makes people enjoy reading the words you write. Plus, it opens new connections in their brain—something that wins trust and loyalty. 

Fourth, I laid out the consequences and pain points those with the beginning of memory decline will notice and be worried about. When your copy can bend to your audience’s emotions, then, well, mayhap you should be surprised if they open it fewer than 50 times. 

And finally, I included proof elements related to our product that gives someone the confidence they need that our product is the only thing standing between where they are now and where they want to go. 

Each of these elements are powerful on their own.

But when combined together?

Your audience feels inclined to open and read the thing not 20, not 40, not even 50 times… but 52 times!

(Bonus point: This is a naturally skeptical audience. In fact, while a portion of our audience buys from us when they discover us, it takes others months-worth of emails—I’m talking at least 12 and mayhap more like 46 emails—to persuade and convert them. Mayhap this one email really counted as 52?) 

Anyway, if your audience ain’t opening your emails an absurd amount of times, I can help. 

Best part?

Whenever I see one of these instances where someone opens an email multiple times, they usually become customers. 

Some food for thought… 

Hit reply if you want to make more moolah every time I hit “send.” 

John