10 {{ upvoteCount | shortNum }}
10 {{ upvoteCount | shortNum }}

Is the 2:1 rule the most effective way to promote through Email Marketing?

by GoodnightSweetRatRace
8 replies
I've been reading a lot about Email Marketing and how to promote effectively. Many people suggest that you should follow the 2:1 Rule. Which is to send your subscribers 2 emails of pure quality content, followed by 1 email where you promote a product.

I'm in a Niche with very few clickbank products, and most of them have opt-in forms which I tend to avoid. I'm left with about 3 or 4 decent products which I think will convert.

My question: Would it be wiser for me to promote only once or twice a month?
#effective #email #marketing #promote #rule
  • Profile picture of the author Alexa Smith
    Banned
    I think it depends who the people are, how you've attracted them, and above all how urgent their problem is (if they have one).

    In the house forclosure niche, for example, I'd say that what you're suggesting may be too slow. If you don't get the sale very quickly indeed, someone else may get it.

    That said, in all my own niches I tend to do something pretty close to what you've suggested above.
    {{ DiscussionBoard.errors[3608304].message }}
    • Profile picture of the author GoodnightSweetRatRace
      Originally Posted by Alexa Smith View Post

      I think it depends who the people are, how you've attracted them, and above all how urgent their problem is (if they have one).

      In the house forclosure niche, for example, I'd say that what you're suggesting may be too slow. If you don't get the sale very quickly indeed, someone else may get it.

      That said, in all my own niches I tend to do something pretty close to what you've suggested above.
      It isn't too urgent, so I think I will promote less often.

      Thanks for your input.
      Signature

      {{ DiscussionBoard.errors[3608338].message }}
  • Profile picture of the author writeandreview
    I follow the ABP rule. Always Be Promoting When you've got them on the hook (they actually opened your e-mail) you've got to tighten the line.

    Alexa is correct, your list demographic, the products you're promoting and the pace of the market are factors to consider.

    Instead of thinking about it as content vs. promotion, think about it in levels.

    Level 0 - no promotion of anything (not products, not my brand, nothing)
    Level 5 - all out promotion, shill hard and loud as if your life depends on making a sale

    (Level 0 is really hard to do. The very fact that someone is reading your message means they're thinking something about your brand or image.)

    The more relevant your free content, the more open a prospect will be to your offer. Why not give it to them together? A spoonful of sugar helps the affiliate make a sale.
    {{ DiscussionBoard.errors[3608357].message }}
  • Profile picture of the author oneplusone
    Originally Posted by GoodnightSweetRatRace View Post

    I've been reading a lot about Email Marketing and how to promote effectively. Many people suggest that you should follow the 2:1 Rule. Which is to send your subscribers 2 emails of pure quality content, followed by 1 email where you promote a product.

    I'm in a Niche with very few clickbank products, and most of them have opt-in forms which I tend to avoid. I'm left with about 3 or 4 decent products which I think will convert.

    My question: Would it be wiser for me to promote only once or twice a month?
    I wouldn't assume anything; test as much as you can.

    Regarding content, make sure you provide content which supports your promotions.

    Thought-leading content not random content.

    When I create content for the people on my e-mail lists it's always thought-leading content, the content gives me an opportunity to influence their thinking in advance.
    Signature
    'If you hear a voice within you say "you cannot paint," then by all means paint and that voice will be silenced.' Vincent Van Gogh.
    {{ DiscussionBoard.errors[3608510].message }}
  • Profile picture of the author AlanT
    Originally Posted by GoodnightSweetRatRace View Post

    I've been reading a lot about Email Marketing and how to promote effectively. Many people suggest that you should follow the 2:1 Rule. Which is to send your subscribers 2 emails of pure quality content, followed by 1 email where you promote a product.

    I'm in a Niche with very few clickbank products, and most of them have opt-in forms which I tend to avoid. I'm left with about 3 or 4 decent products which I think will convert.

    My question: Would it be wiser for me to promote only once or twice a month?
    This is the first I've heard of a "2:1 rule", although the general concept is familiar. I personally publish about 3 times as much content as promotional material, so I guess I'm following a "3:1 rule".

    In general, I think it's a good idea to always publish both content and promotions in the same emails, like they do in newspapers, magazines, and other media.

    Regarding your primary question, promoting once or twice a month can be fine as long as you have a large enough list to pull enough sales from that one promotion each month to generate the income you desire.

    However, I think any good niche will have more quality products than just 3 or 4, so I encourage you to keep looking.
    {{ DiscussionBoard.errors[3608696].message }}
    • Profile picture of the author GoodnightSweetRatRace
      Originally Posted by AlanT View Post

      This is the first I've heard of a "2:1 rule", although the general concept is familiar. I personally publish about 3 times as much content as promotional material, so I guess I'm following a "3:1 rule".

      In general, I think it's a good idea to always publish both content and promotions in the same emails, like they do in newspapers, magazines, and other media.

      Regarding your primary question, promoting once or twice a month can be fine as long as you have a large enough list to pull enough sales from that one promotion each month to generate the income you desire.

      However, I think any good niche will have more quality products than just 3 or 4, so I encourage you to keep looking.
      I think I'm seeing it from a subscribers point of view.

      If I was on somebodys list and they were promoting a new product every week, I'd feel like I was being spammed. If one week your telling your subscribers that "Product A" is the answer to all of your problems, and then the next week you say a similar thing about "Product B", it takes the value away from "Product A".

      Maybe promoting more often works well in the IM Niche, but I am in a relationship niche for women.

      Anyways, time will tell and I will be testing. I'll come back to this thread in a few months
      Signature

      {{ DiscussionBoard.errors[3608812].message }}
      • Profile picture of the author AlanT
        Originally Posted by GoodnightSweetRatRace View Post

        I think I'm seeing it from a subscribers point of view.

        If I was on somebodys list and they were promoting a new product every week, I'd feel like I was being spammed. If one week your telling your subscribers that "Product A" is the answer to all of your problems, and then the next week you say a similar thing about "Product B", it takes the value away from "Product A".

        Maybe promoting more often works well in the IM Niche, but I am in a relationship niche for women.

        Anyways, time will tell and I will be testing. I'll come back to this thread in a few months
        Well, if you claim that each and every product is "the answer to all your problems", then yes, you're right.

        However, it may be better to promote each product as one option among many, and point out where each product shines, and who is most likely to get the most value out of it.

        This is how I promote competing products in my own niche, and it works without killing sales of my own products.

        I would think that the "relationship niche for women" would really depend on building a relationship with your list. As such, presenting yourself and your offers as a service to your readers is the best approach.
        {{ DiscussionBoard.errors[3608966].message }}
        • Profile picture of the author High Horsepower
          The trusted IM'ers use a ratio minimum of 3:1

          Deliver great content so your customers always wants to read your email. Then when an offer comes in they will read it with anticipation.
          {{ DiscussionBoard.errors[3608998].message }}

Trending Topics