Most wild animals sense an oncoming tsunami and quickly move to higher ground – away from the vulnerable beaches and lowland that will be devastated.
But people?
They procrastinate and wait until the last minute – some even later – to buy bottled water and back-up generators…
…when a hurricane is often at their very doorstep.
But by then it’s too late – most of the items are either gone or so scarce they get price-gouged.
This reminds me of that mystical Q4 where, suddenly, everyone and their mom remembers they’ve got this thing called an “email newsletter”…
…and start spamming people with blatant sales pitches during Black Friday/Cyber Monday/Christmas.
Even though they didn’t send an email at all – or sent so little it’s as if they did none – in the previous months.
“Why are all my emails landing in the promo tab?”
I wonder why that is, Shifty…
Could it be that – just MAYBE – you emailed so infrequently that people forgot about your existence…
…and are now baffled why you’re showing up in their inbox out of nowhere?
“Who is this?” *Report as Spam*
Many such cases.
Not to mention that the Gmails/Yahoos/Outlooks also aren’t particularly fond of you sending 15 emails up until October…
…then sending 30+ during the November/December holiday period.
Inconsistency they don’t like nor reward – to the dreaded promo tab you go.
(Or worse, spam.)
I hope the point I’m making is crystal clear:
If you want better results from your Q4 holiday email promotions…
You ought to email consistently throughout the entire year.
Not only will this help you avoid the inbox shadow realm that are the spam/junk/promo tabs…
…but it will make your subscribers likelier to buy.
Given the option of buying from you – who put in the time and effort to follow-up consistently throughout the year and build a relationship…
Or your competitors – who just crank up the email game in November when they’ve got heaps of stuff to ruthlessly sell you…
Who sounds like a better proposition?
Not much mystery for me.
It’s actually very simple to play this email game in the sport supplement industry – the bar is set extremely low.
The late great Charlie Munger once said that success in business doesn’t come from being smarter, bigger or more powerful…
It comes from having poor competition.
And in my humble, but accurate, opinion:
99% of supplement brands are poor at their email game.
Seen enough after being on hundreds of newsletters over the past 9+ years in this space.
Do with this info what you will at the end of the day.
[Part of this email’s content has been removed from this Email Echoes version of it.]
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