ones I'm talking about. This lead unsubscribed from...
Well, I read the reason at the bottom and low and behold it read as follows:
"2 emails in one day"
Well, there you have it. I committed the unforgivable sin. I sent 2 emails in
one day and this person decided that it was too much.
Now, a lot of folks will say that they probably wouldn't have bought anything
This was from one of my buyers lists.
So you see, you CAN piss off your buyers too.
It didn't matter that the 2 emails were totally unrelated and could have in
no way been combined into one email without killing the effectiveness of
both offers. In this person's eyes, this was excessive and justified opting
out...even though he likes my products and my info.
Now, there are several things related to this event that I'd like to discuss
because I think they're important to anybody who is building a list.
First thing, as I said, it IS possible to piss off a buyer. Don't think just
because somebody has bought something from you that it's not possible
for you to send an email that is going to bug them and cause them to
unsubscribe. No customer is THAT loyal. You must continuously earn their
trust and their business.
Secondly, you have to balance the offers you send against the chances
that you're going to drive people from your list. This can only be done
through constant observing and testing. Don't think for one moment that
I'm not going to look at today's unsubscribe rate to see if it is higher than
normal. If it is, then I have to reevaluate if it's worth sending 2 emails in
one day. And that can only be determined by the number of sales made
from those mailings in comparison to days where you only sent 1 email.
Again, much testing and observing is needed here. Sometimes the figures
will be so insignificantly different that it won't matter which tactic you use.
In other cases, you might see huge differences. If the extra income
justifies the additional opt outs (assuming there are additional opt outs)
then you may consider sending 2 emails (or more) in a day again.
Third, and this is my personal favorite, you have to have the courage of
your convictions...no matter what the stats say. Now I know there will
be those who don't agree with this because, let's face it, if you're doing
something and losing money because of it, it's stupid to continue doing
it. That's my second definition of insanity...doing something you know is
not helping your business but doing it anyway.
However, sometimes your convictions may be something that you
personally feel very strongly about.
You may feel that certain kinds of wording in salescopy is beyond what
you feel comfortable with. You know leaving certain things out will
decrease conversions but you just don't feel comfortable using those
strategies. You need to decide if your convictions are more important than
your bottom line.
And only YOU can do that.
Same thing with managing your list. You may feel that emailing your list
more than once a week is excessive. If you feel that strong about it, then
don't email more than once a week. And don't confuse how often you
email with how much money you make. The two things don't always go
hand in hand.
What do YOU think?
Are your convictions your driving force or is the bottom line the driving
force...within reason of course (i.e. not doing anything illegal or unethical)
It's something to think about it anyway.
In the meantime, I'm going to see how many more people I pissed off
because I sent 2 emails today.