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Email Campaigns: Do you folks stack or split?

by Nick Brighton
11 replies
Hey all,

I'm really getting into email testing and experimentation recently. One thing I want to explore more of, is this:

When creating autoresponder follow ups, do you:

a) Stack the free content up front, then follow up with multiple sales emails once your initial free emails are done with

b) Split your free content and sales emails up, so they are mixed and shuffled up during the sequence

????

Maybe you've tried both? If so, which has worked better for you?

Appreciate your insights.

Nick
#campaigns #email #folks #split #stack
  • Profile picture of the author Copydog
    Hi Nick

    Best to leave the first three emails as CONTENT only --
    you don't want your recipients to feel you're selling to
    them. (No sales pressure.)

    From the fourth email onward, include some soft-selling,
    but also useful content (probably in a ratio of 2:8).

    You want to come over as a HELPER, not as a SALESMAN.

    This way your recipients will look forward to your next
    email and, hopefully, not hit the unsubscribe button.

    Hope this helps.

    Eldo
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  • Profile picture of the author Raydal
    Originally Posted by Nick Brighton View Post

    Hey all,

    When creating autoresponder follow ups, do you:

    a) Stack the free content up front, then follow up with multiple sales emails once your initial free emails are done with

    b) Split your free content and sales emails up, so they are mixed and shuffled up during the sequence

    Nick
    In your email marketing you don't have to separate your
    "sales" and "content" message by email. So that some
    emails are for selling and others for content/value.

    Why not do both in the same email. If you give 80%
    content and 20% sales then EACH email can be split
    in that fashion.

    I find if you separate your email content too sharply then
    the reader would think, "OK, he is trying to sell me something
    in this one--click away" and "Oh, this is the real meat."

    Of course if you really give value in your emails then you
    can change that attitude over time. Your "recommendations"
    would also be valued.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author wordwizard
      Originally Posted by Raydal View Post

      In your email marketing you don't have to separate your
      "sales" and "content" message by email. So that some
      emails are for selling and others for content/value.

      Why not do both in the same email. If you give 80%
      content and 20% sales then EACH email can be split
      in that fashion.

      I find if you separate your email content too sharply then
      the reader would think, "OK, he is trying to sell me something
      in this one--click away" and "Oh, this is the real meat."

      Of course if you really give value in your emails then you
      can change that attitude over time. Your "recommendations"
      would also be valued.

      -Ray Edwards
      I agree with you, Ray. That's what I tend to do --
      provide information and add some info on a helpful
      resource (softly) at the end or in the P.S.

      I rarely send pure sales emails, and if I do, they
      tend to be special deals for things I've told them
      about before.

      In fact, I'm a bit stumped sometimes about how to handle
      those JV emails that appear out of nowhere with the
      demand to send them out NOW (and with more of
      them on a daily basis!).

      That strikes me as a great way to alienate my list.

      Also, usually, I don't even get access to the "product"
      and can't tell just how suitable it is and whether I can
      really stand behind it.

      Not to make it sound like a lot of these products
      don't deliver, but there have been quite a few
      disappointments, and I want my list to trust my
      judgment.

      How do you all handle that?

      Some people of course just mail them, but does
      anyone else here have qualms about those sight-unseen
      promotions?

      One more issue:

      These emails also would totally mess up the flow of
      what I'm communicating. If they do kind of fit, I usually
      rewrite them at least and try to tie them in with my
      content.
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      • Profile picture of the author Anita Ashland
        The one time emails should be 100% content with no sales pitch at all is when you send consumption emails to a customer right after they've made a purchase.

        With these emails you will check in with the customer and see how they are doing and help guide them through the use of the product.

        This is excellent customer services and helps reduce refunds.
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        At last...pre-written emails for Clickbank products that increase conversions.

        Need smokin' hot email copy? www.AnitaAshland.com

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    • Profile picture of the author Cherilyn Woodhouse
      Originally Posted by Raydal View Post

      In your email marketing you don't have to separate your
      "sales" and "content" message by email. So that some
      emails are for selling and others for content/value.

      Why not do both in the same email. If you give 80%
      content and 20% sales then EACH email can be split
      in that fashion.

      I find if you separate your email content too sharply then
      the reader would think, "OK, he is trying to sell me something
      in this one--click away" and "Oh, this is the real meat."

      Of course if you really give value in your emails then you
      can change that attitude over time. Your "recommendations"
      would also be valued.

      -Ray Edwards
      ^^ Nailed it. Right there. That is exactly what I was going to say.

      And something that works wonders for click through rates (better than standalone sales emails a lot of the time, for me and my clients) is something like this...

      "Content content, blabbity blah, how to xyz, etc.

      **Tip : Did you know that you could save hours of time/hundreds of dollars/236 sheep dogs using XYZ Product? I highly recommend it!**

      ==> LINK TO YOUR STUFF

      More blabbity blah content"

      Content is helpful. "Sales" the way a lot of people do it via email, not helpful. But offering a tip on how to save time/money/sheep dogs in a content email, even if you're recommending a paid product - HELPFUL. And that's what people want.

      - Cherilyn
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      Take your product from idea to profit in less than 90 days! Work with me to develop and implement a step-by-step plan for success!
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      • Profile picture of the author Nick Brighton
        Originally Posted by Raydal View Post

        In your email marketing you don't have to separate your
        "sales" and "content" message by email. So that some
        emails are for selling and others for content/value.

        Why not do both in the same email. If you give 80%
        content and 20% sales then EACH email can be split
        in that fashion.

        I find if you separate your email content too sharply then
        the reader would think, "OK, he is trying to sell me something
        in this one--click away" and "Oh, this is the real meat."

        Of course if you really give value in your emails then you
        can change that attitude over time. Your "recommendations"
        would also be valued.

        -Ray Edwards
        This is a good point Ray, and something I need to start considering a lot more (I used this technique in an old dog training niche project and I made a lot of sales).

        I am currently working with a client and I'm debating whether to go down this route, or use separate emails. They was you put it Ray, makes me think I should try the split approach on this one.

        I guess, as always, the only way to know will be in the live testing (gulps)
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  • Profile picture of the author dwood40
    Originally Posted by Nick Brighton View Post

    Hey all,

    I'm really getting into email testing and experimentation recently. One thing I want to explore more of, is this:

    When creating autoresponder follow ups, do you:

    a) Stack the free content up front, then follow up with multiple sales emails once your initial free emails are done with

    b) Split your free content and sales emails up, so they are mixed and shuffled up during the sequence

    ????

    Maybe you've tried both? If so, which has worked better for you?

    Appreciate your insights.

    Nick
    Where can I get help from ground zero with my Aweber e-mail campaign/list building efforts? I am a newbie with zero experience and no desire to do it myself. Any ideas?
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  • Profile picture of the author RickDuris
    Hey everybody,

    One of the mortal sins of email marketing?

    Consistency. Doing too much of the same thing for too long. Whether it's a flow of content or sales oriented messages, it doesn't matter.

    You must do a change up and do something different.

    Of course, there's always a golden thread of integrity and personality and value.

    But change it up.

    If a baseball pitcher always throws a fast ball, the batter will come to expect and anticipate and assume.

    Always change it up.

    Long emails. Short emails. Terse/curt emails. Heartfelt personal emails. Stories. Offers. Insight. Challenges. Surveys. Motivation and encouragement. Surprises. Occassional gifts.

    Once in a while, a kick in the pants.

    It's endless.

    But it all has to be is relevant. It all has to matter to the recipient.

    - Rick Duris

    PS: Review that s***weasel, Gary Halbert's letters for insight on how.

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  • Profile picture of the author Daniel Scott
    All my emails are sales emails.

    But they still have content in them. Generally just enough to get them interested enough to buy the product.

    Ultimately I guess it depends a lot on your market, list, and the personality you're portraying.

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author Zentech
    I usually do a 1:4 or 1:5 ratio for clients unless they ask for a more aggressive ratio (which can work, depending on the niche). Raydal and Rick also had good points.
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  • Profile picture of the author Cezar R Abadiano
    So when you put your follow ups how far in between send-outs would you recommend and also in terms of the balance how many content emails vis-a-vis sales emails in the follow up sequence?

    Thanks for the inputs
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    Conversion-Affiliate Manager
    PUBLIZINE.COM INC.
    Affiliate District
    Innerzine
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