What if I told you I send more emails and get fewer opt-outs while increasing my sender reputation. And I am convinced you can get those same results. Just imagine holding the secret on how to triple email results without jeopardizing your list.

And no, I do not have a bridge in Brooklyn to sell you.

There’s a common fallacy in email marketing that if you send frequently to your list you’ll annoy your subscribers, destroy your sender reputation, and even worse… get marked as SPAM! Well, don’t believe everything you hear! This fallacy is fueled by batch-and-blasters who craft one central message and send to everyone on the list.

Did you see the word “list”? Yes, these marketers are list-centric and do not take into account each person’s unique desires, so “list” should be “lists” to reflect those unique characteristics. [For example, I get daily emails from marketing automation companies asking if we could use their platform. Hello, McFly, we are an automation company!]

Could it get anymore batch and blast than this? Before announcing the big event coming down the pipeline that will answer all these and much much more about email marketing, I’d like you to think about these two things…

Segmentation

In our last post, Kim talked about how traditional marketing instructs you to segment based on this one thing. While that ‘could’ have some relevance – that sort of segmentation is not what yields engagement and results that I suspect you truly want and need.

You see, if you segment correctly and your content is niched for that segment, send frequency becomes inconsequential. In fact,  you could send a daily email to your lists without repercussions. Let me give you an example:

On a challenge, Kim sent an email to her entire lead list at the time, asking if they’d be open to receive an email every day for 30 days on the subject of marketing and business. She thought that maybe 15 people who knew her would opt in.  To her shock, 250 of the subscribers opted into her experiment, and get this, 3 NEW leads opted in (who found out about it from subscribers who forwarded her email).  The challenge that Kim was responding to was could she write an email (create content) every day for 30 days?  And what better way to commit than to have people who say, “YES, I’m in – I want to receive your emails.”

Kim also asked for feedback – on what they liked and didn’t like re: the emails that were sent.  Based on the challenge, she couldn’t pre-write any emails.  They had to be written on the day they were sent.

Let me tell you, Kim was an email writing machine for 30 days.  She only missed ONE day – and that was because she was in California for meetings that started at 7 am and went all day through 7 pm, and when she got back to the hotel at 8 pm that evening (Pacific Time), she was plain tired… and figured no one would get them until the next day anyway.

After the period ended, Kim sent a survey to those who opted into the 30-day experiment.  In the survey, one of the questions was whether they received too many emails.

NO ONE said yes to that question. What they said was, if the emails are relevant to them, they would be open to getting emails every day.

Wow!  That was great insight, and we find that it’s true to this day.  However, sending an email to your entire list makes it really hard to be relevant to the majority of your list.  The ONLY way to do that in today’s environment is to employ a segmenting strategy — and automate that segmenting of your leads, otherwise you will not do it.

If It’s Relevant – They Will Click

The immediate benefits of sending a few extra relevant emails (opens, clicks, conversions…etc.) will almost always out weigh the short-term losses (unsubscribes, SPAM complaints). We’re in a world where the fight for inbox supremacy is at an all time high, so sending more emails is required to make sure your message is heard loud and clear.  However, this only applies if your email is of interest and benefits the recipients of that email.  Try this on your big unsegmented list, and you will crash and burn.

Time and again we see marketers who are far too careful with their sending frequency. This conservative approach can have far more far-reaching effects than sending too often:

  • Reduced visibility leaves you lost in the crowd: Even if your emails stay in the inbox unopened, there is a positive element of positioning your brand in the customer’s mind.
  • Damaging sender reputation when you batch and blast: Inconsistent or infrequent mailing can sound the alarm with many ESPs.  Just like sending frequent emails that don’t resonate with a huge majority of the recipients will in fact damage your reputation.
  • Subscribers will forget about you: Most people sign up for a reason, and If you don’t email enough, you will be forgotten.

As marketers, we have a lot of responsibilities and sometimes become creatures of habit or obsessed with following general guidelines or believing flat out myths about email marketing.

When we hear that people are not getting results with email marketing, one of the first places we look is at how they are segmenting.  That is where 99.9% of their lack of results is remedied.  Right after that, it’s the content of their email.

Interestingly enough, when you get the right segmenting strategy, writing the content gets a lot easier.  Kind of goes against the grain, but we’ve seen it ring true time and time again.

About Ryan Chevalier

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