The EXACT email sending time people are most likely to convert at…

Marketing is a system governed by rules – and the tactics around it only function when the rules underneath are intact.

Subject lines… headlines…funnels… follow-up sequences…

All those tactics put on top of a violated rule…

…end with an unpredictable result at best. 

Here are the three most common rule violations:

(1) The right message put in front of the wrong customer.

(e.g. putting a weight loss ad in front of a 150lbs person.)

Most supplement brands get this right, though.

(2) The right message to the right customer… but a flimsy offer.

They don’t buy not because they don’t want the certain supplement(s) in question…

…but because something in the offer created friction.

Again:

Most supplement brands do okay with this – I see flimsy offers from time to time… but they’re good enough.

(3) The right message, to the right customer, with the right offer… but no follow-up with the people who didn’t act on first contact.

Now THIS is the most common – and expensive – rule violation I see most supplement brands make.

Sending one “June Offers Live!” email at the start of the month…

…and not emailing for another 30 days.

There’s this old saying amongst old-school “Mad Men” era ad agency guys:

“The money is in the follow-up”

And for good reason:

Because people only buy when they want to buy.

And the chances that the buying moment is at EXACTLY the same moment as the moment you want to sell…

…is slim.

My cat died of cancer three months ago:

Take a wild guess at just what kind of buying mood I was in for… well… ANYTHING…

…in the 7-10 days after?

You could’ve offered me a deal of a LIFETIME…

You could’ve said I can have your ENTIRE product line – every single supplement in your inventory for just $5… 

But at that time?

I wouldn’t care – I’d ignore it.

(I genuinely wasn’t even checking my inbox for a few days.)

Now sure:

Your customers don’t have family members dying of cancer every day…

…but they’re still riddled with problems in the hubbub of daily life:

• • Getting home dead-tired after an exhausting day at work…
  • Locking-in for this project they’ve got to get done by next Monday…
  • Settling the stressful dispute they just had with their spouse/girlfriend/partner…

And so on.

There’s a small % of people who don’t let these problems get to them – and therefore achieve equanimity over their mind…

(So they might end up buying from you…)

There’s an even SMALLER % of them who had a rare great day – and they’re in as perfect a buying mood as they’ll get.

(So they might end up buying from you.)

But there are LEGIONS of people who:

A) Lack the mental fortitude to not let problems affect their emotional state…

B) Didn’t have a rare great day…

And THOSE people, at THAT time, when YOU sent out that promotional email…

Simply won’t buy from you.

HOWEVER…

Try that again in the next 29 days of the month?

You might just catch them when they are ready.

“That’s it? Just send more emails?”

Yes, more emails.

That’s the exact sending time people are most likely to buy.

This won’t ever win me any awards from the alpha entrepreneurial class – the fine lads who are all about “making things happen no matter what!”

But those are the guys who have switched markets 12 times… 

…who are constantly searching for the new tactics novel enough for prospects to forget for a moment they are being sold… 

…the ones who have adrenal glands so abused that they think relaxing means taking only 5mg of Adderall instead of 30.

I’m not about that game.

It doesn’t sound fun, no matter how much they claim to make.

If you’re one of these alpha apex go-getters?

Go ahead and blast through the front door – show ’em what you’ve got with those 3-4x emails per month…

Otherwise?