The Pareto Principle (80/20 rule) is a principle that’s alive and well in every single one of our businesses and especially with email marketing.
- 20% of customers generate 80% of profits
- 20% of entrepreneurs generate 80% of new business created
- 20% of Authors sell 80% of books
- 20% of your “to-do-list” will be responsible for 80% of your results
And so on… If we go to any forum and ask the members how often we should email our list, 90% will tell you to email 3 times a week. It’s regurgitated nonsense that sits well in the minds of Vanilla marketers who are afraid to test different methods.
In my accurate opinion, 90% of marketers you ask this question to… will be 100% wrong. 3 times a week is the sweet spot, or so many will have you believe. The real question is… Is it the sweet spot because it works? Or because it’s safe?
I think the reason so many follow this advice is because it’s the safe thing to do. Safe, in email marketing is gonna land you in “sametown.”
- Same crappy open rates as the industry standard.
- Same responsive rate as your competition.
- Same sales to message ratio (if you’re good) as the rest.
Safe…is the absolute worst place you want to be when your goal is to stand out.
So, how often should you email your list?
You should be sending an email to your list every single day. I get a great response from the “email lemmings” when I say this inside forums.
Chances are you’re disagreeing with me right now. After all, if you email your list every day, they will get pissed off and unsubscribe from you’re email list, right? At least that’s the nonsense spewing from the majority of email lemmings every time I bring it up.
Do people hate daily emails?
How is that possible? If they really didn’t want daily emails, they should just stop signing up to email lists. This will surely solve the problem. Truth is, we all get daily emails. Go to your inbox right now and tell me what you see. Chances are you’re going to see emails, right?
So emails aren’t the problem. We get them every day regardless. It makes no difference whether the emails are sent from different marketers.
Actually, I would argue that a daily email from one marketer who knows what they’re talking about, is a lot better than 20 emails, from 20 different marketers, giving out 20 different marketing messages… that end up pulling you in 20 different directions.
You see my future email marketing genius. It’s not that peeps have a problem getting emails every day from the same marketer. They just don’t want the same marketer sending the same crappy content to them every day.
Personally, I don’t want awful content every day ether. No one does. But that doesn’t mean your subscribers don’t want daily emails. It’s a cop-out to say otherwise.
The ones who “really” don’t want daily emails, are most likely the same people who have “ADHD” – and who are addicted to signing up to email lists to get freebies. You can make your own conclusion if you want… but these are the people I have absolutely no interest connecting with.
Look at this way: Do you come online every day to avoid learning about your market? Nope. You want to learn new stuff, right? We all do. That’s part and parcel of marketing evolution. We educate ourselves.
So if you always have something interesting to share with your email list – and your emails are entertaining, do you honestly believe your subscribers will have a problem with that?
They don’t – and the opposite is actually true.
You become the constant inside your subscribers inbox when everyone else is just dropping in from time to time.
Imagine saying to your spouse “oh sorry dear, I just want to talk to you 3 times a week, it’s pissing me off seeing your mug every day” – Smack in the mouth is what you’ll get. If your partner is a pain in the butt, you’ll end the relationship soon enough anyway.
If your subscriber thinks you’re a pain in the butt, they’ll unsubscribe… let them, they’re not people you are ever going to build a strong relationship with anyway. We can’t… and shouldn’t try to be people pleasers. No one likes a people pleaser… even people with no friends:)
My point here,… is that if you actually like your partner, or close friend, you’ll have absolutely no problem hearing from them every day. And this is only a 5 minute email message they have to read anyway. You’re not asking them over for dinner and drinks.
That may seem a wee bit dramatic – and it is, but think about it. Who will build the quicker relationships with their subscribers, the marketer who’s just there from time to time, or the marketer who shows up every day come hell or high water? The answer is obvious, providing you’re writing interesting and engaging emails.
The more you’re there. The more comfortable your subscribers will be with you. This is human nature. Don’t believe me? It’s true. Take your bad habits for example. You have bad habits, right? But why do you participate in the process of keeping them in your life? It’s “familiarity” my genius friend. We become accustomed to whatever we participate in for a sustained period of time. Whether it’s good or bad… is not the point.
The more we see something, do something and participate in something… it becomes normal, even if it isn’t. That’s the power of repetition.
Let me do this another way. I’ll give you a couple good, solid reason why you absolutely MUST email your list every day – and then you go make a decision whether or not to do it…
You Become A Better Email Marketer
Writing emails every day makes you a better email marketer. Who doesn’t’ want this? Think about it. The more you write… the better you get. Who will be a better email message writer. The person who emails 12 times a month, or the one emailing 30 times a month? The answer is blindly obvious.
Not only do you get much, much more comfortable writing emails, but you also have a wider scope of materials to work off. Writing daily emails is not easy. It takes discipline. You will, however, become adept at researching and coming up with new ways and ideas to get your message across.
This widens your circle of comfort and forces you to focus more on the “one” part of your business that you should be giving “at least” 80% of your time to anyway.
Less Spam Complaints, Higher Open Rates
Bet you didn’t see that one coming. If you listen to most people who fear sending daily emails, they will tell you that peeps will complain if you send them emails daily. The opposite is true.
People complain when they forget who’s lists they sign up to. Have you ever gotten an email from a marketer and had no recollection of signing up to their email list? Yeah, me too, along with the many others out there too.
But that’s not possible if you’re there every day. Peeps are not going to forget who you are, because you’re the “one“ person they remember when other email marketers just pop in now and then… and it’s usually just to make a sale..
People also complain when they receive rubbish content from marketers, but we’ve already discussed this. You are not going to send rubbish. Your goal is to build solid relationships with email messages that entertain, engage – and wrap everything up in a nice little story that’s easy to consume and relate to.
You Become A Welcome Guest
We are creatures of comfort. Even our bad habits become familiar to us – and therefore are hard to break. While other marketers breeze in and out from time to time inside your subscribers inbox, you become the constant. Your name becomes familiar to them. They expect your emails – and when they don’t arrive, they will feel like there’s something missing.
If you’re sending an email here, and an email there, your subscribers have nothing to hang their coat on. They don’t expect your emails, because when you’re not there, someone else is. So their mind is not trained to expect you.
Think about this for a minute. The human mind relies on certainty. When it takes something for granted – and then that something is taken away, it feels naked, like there’s something missing. Even if it’s something that’s not good for us. We crave familiarity. We crave certainty. We crave repetition.
Quicker Relationship Building
It’s a lot more difficult to build relationships with people we only meet from time to time. When we are not there, others will take our place. This is why you need to be the constant. You will be the one they rely on for their daily dose on marketing advice. They can rely on you. It’s hard to say that about the 3 day a week marketers.
Not everyone is going to love you just because you’re emailing them every day. Some peeps just won’t get you. That’s completely fine. You must focus on building relationships with the people who do relate to you – and ignore everyone else.
Remember, you want to build a tribe of people who actually want to read your emails. Not a nation of people who scan through your emails and couldn’t give a flying monkeys if you send a message or not.
The more you’re there, the quicker people will get to know what you’re about. Again, this is the repetition and familiarity thing here. You will build much quicker and much more solid relationships when you become the “one” marketer they can rely on.
Are you sending emails now? How often are you sending them? Do people contact you when you don’t send an email message? I get emails all the time if I miss a day sending an email. It rarely happens that I miss a day, but it does happen – and when I do miss a day, I always get emails from people on my list asking where todays email is. This never happened to me when I was following the lemming rule of email message writing 3 days a week.
You Have More Content For Other Sources
Because I email my list every day. I always have content that I can share on other platforms. Most peeps will write a Facebook post. Then write a separate blog post – and then a separate email message. This is madness and not a very wise approach to a business that should be heavily reliant on “Leverage”
Instead of scattering your attention from your blog, to your social media platform – and then onto your email marketing, you should be spending all that time writing great email messages that you then put onto your blog as a post – and then onto any other platform you’re currently creating content for.
Not all your messages are going to be epic. But they don’t have to be. You’re writing every single day, so there’s no pressure to get it perfect today, because you’ll be there tomorrow too.
No other email marketer who writes 12 emails a month can say that. Besides, email marketing 3 times a week means you are under more pressure to get everything perfect today… because you won’t be back writing for another couple of days. This leads me perfectly onto my last point which is…
You Make More Money Emailing Every Day
I kept the best for last. The goal of an email list is to make money, right? So, how many promotions can you send to your email list if you’re only emailing 3 times a week? Probably 1, maybe 2 – and that’s pushing it because you are NOT providing enough value if your messages are more promotional than content rich.
The 3 times a week email marketer only has 1, maybe 2 shots at making a sale in any given week. And since the general consensus is that you should have more content rich emails than promotions… well… it obviously becomes increasingly difficult to make the sale. Why? Because peeps are not ready to buy when YOU want them to.
For whatever reason, you’re going to miss people on any given day when you send out a promotion. You send your promotional email out on a Wednesday… but your subscriber gets paid on a Thursday. Whoops, just lost a sale. You send out a promotion on a Monday, but your subscriber doesn’t get paid until Tuesday, or Friday, or whatever.
The point I’m making is that there could be a million different reasons why someone is not ready to buy your product on any given day – and since you only send one promotional email a week… you most certainly are going to leave a lot of money on the table. That’s inevitable.
No matter what way you slice and dice it, emailing less often is going to lose you sales. Now, what if you’re a daily email marketer. Well my sugar candy coated friend (no idea what that means) you have the advantage…
…the huge advantage of being there whenever your subscriber is ready to buy. And you have absolutely no reason to ever write a hard sell email message, because you are in no rush. You’re there today, tomorrow, the next day…and the next after that.
Are you getting how powerful this really is. You can just write your daily entertaining emails that builds solid relationships with your subscribers… and place a link to your product at the bottom of every email. It will not be intrusive, but it will always be there. When someone is ready to buy… there you are. And where is the other 3 time a week marketer? nowhere to be found.
That doesn’t mean you still can’t hard sell inside your emails from time to time, but you’ll find you won’t need to force anything on your subscribers… because time is on your side.
When they’re ready to buy… you’re already there waiting… and they will become so accustomed to reading your messages, and so familiar with your personality, they will practically feel obligated to take your recommendation on board far quicker than anyone else who just drops in from time to time when they need money.
We all have friends we only hear from when they want money, right? Any other day they’re nowhere to be seen, but when they want a few quid, they contact you. How does that make you feel? You feel cheated, right? They only get in touch when they want something off you. It’s like you’re being used, yes?
Think about that for a moment, because it’s very important. If you’re emailing every day. Building relationships every day. Entertaining. Being interesting. Giving advice. Letting your subscribers into your world…
Do you think they will feel cheated when you ask for the sale? Nope. Quite the opposite in fact. You’re always there. You don’t just send them a message when you want to make money. You send a message every single day regardless of whether they buy from you or not. You essentially build much more trust as a result.
Compare that to the 3 day a week marketer. They only breeze into their subscribers inbox whenever they feel like it. They certainly are not, in most cases, a welcome guest – and yet, they ask for money. Hmmm… I know which marketer I would trust more.
Now, you still may have your reservations. I might not have convinced you that emailing every day is the best route to take. I can tell you one thing for damn sure though. If you ask any email marketer who sends daily messages to their list, whether they would be willing to cut down their message sending to 3 times a week, I know exactly what they would tell you.
Go ahead. Find a person who emails their list every day – and ask them would they change to 3 times a week. They won’t. They won’t because they already know the power of daily email messages – and they also know they will make a lot less money if they did so.
Try it the other way. Ask a person who only emails their list 3 times a week… to send daily emails. They’ll tell you all the stupid reasons why it’s a bad idea, but I guarantee the vast majority of people you ask, have never even sent daily emails – and yet they will tell you not to do it. It’s these marketers that I can’t stand. The ones who have never tried anything – and yet tell you not to do it.
That’s my case for daily emails. Just because a marketer has a successful business – and emails their list 3 times a week, doesn’t mean 3 emails a week is a good idea. They’re succeeding in spite of their ignorance.
If they changed to daily emails… they would make a lot more money and build stronger connections with their subscribers. It’s just common sense, but you have to do it right. You must inject your personality into your emails – and you must deliver your information in a way that engages your audience.
Just be yourself. Not every email has to be a training email. Be yourself. Be interesting. Be unique. Be controversial. Be YOU.