Ad agency days story time:
A colleague of mine was helping an e-commerce client (the exact niche escapes me) with their email marketing around Black Friday…
Now I know I regularly rip on the practices the agency followed…
(One of the reasons I left and chose to pursue my own way – the Email Storyselling way…)
But that colleague at least understood email marketing should be frequent.
So one of the only things he did for the client’s BF campaign…
Is he upped the email volume.
This client historically only sent out one email during BF – yet now my colleague made him send out 3-4.
The result?
More sales than ever during BF.
HOWEVER…
The client wasn’t satisfied.
Why?
Because he wasn’t happy with the fact his open rates dropped – they went from hovering around 21%…
…to some 17%.
(If I remember correctly, irrelevant though.)
Anyway:
I don’t know how my colleague handled the client’s unhappiness in the end…
…but I know what I would’ve told him:
„You made more sales than ever before – what difference does a drop in opens make?“
(Not to mention that open rate statistics are so prone to error – being tracked wrong – that they border on being almost statistically irrelevant. But that’s a completely separate story…)
Your priorities are in the completely wrong place:
Opens, clicks, unsubs DO NOT cover your payroll… they DO NOT pay your rent… they DO NOT put cash in the register.
Yet this doesn’t stop people from being hung up on email opens… facebook likes… YouTube subscribers…
It’s like they forget the whole point of why they’re in business to begin with:
To make money.
I don’t even give a rats-ass about my own newsletter metrics – I barely even look at them.
ALL I care about…
…is strengthening the relationship I have with you.
Because I KNOW if I have a strong relationship with you?
[Part of this email’s content has been removed from this Email Echoes version of it.]
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