Do I Send Too Many Emails?
You’re probably reading this in an email. I’m using my own email practices as a jumping-off point to discuss email marketing, with an audience that is, itself, reading this in an email. Very meta.
(And on top of that, I’m doing a free class in NYC this Sunday about email marketing.)
Anyway a friend of mine suggested that I send too many emails to my list.
Maybe. I don’t know for sure. I’m constantly experimenting and trying different tactics. My email practices a month from now might be totally different. Maybe I’ll ease up. Maybe I’ll double down.
You should be constantly experimenting too. Once you find a marketing formula that works, keep trying to enhance it and optimize it.
But here’s what I do know.
Over the years, when I have done minimal promo activity, my audience was less engaged. People forgot about me, my business lost momentum and my income stalled or declined.
On the other hand, when I got more aggressive and produced more content, wrote more blog posts, and reached out to my followers more frequently, things perked up. People reached out to me more often. I got higher turnouts at my events. And I got more and larger sales.
Does more frequent communication turn some people off? Of course. But guess what: so does infrequent communication.
Pick your poison.
Would you rather some people say “wow this guy is annoying, shut up already!” or some people say “wow, this guy never sends any information, he must not be serious”?
(Of course, very few people will ever say the second statement. Because if you’re doing so little activity, most people won’t even be aware that you exist to even make a judgment on you in the first place!)
Again, there is a very clear correlation between my level and frequency of activity, and the success of my businesses. That’s just an empirical fact based on my experience over the years.
Most people are way too busy living their lives, doing their jobs, and getting distracted by memes on Facebook to even notice half of what you send them.
You have to break through the noise to get through to them.
Lest you think that the answer to your problems is to just spam the hell out of your audience for the fun of it, guess again. Sending crappy content and low quality information will not help you, no matter how frequent it is.
The content still has to be quality. But it doesn’t have to be an occasional thing.
Some people are too aggressive, yes. That exists.
But the vast majority of struggling business owners are not aggressive enough. Their problem is not being too loud, it’s being too quiet.
People forget about them. People get distracted, and eventually purchase from a competitor who is louder and more attention-grabbing.
I follow a number of successful entrepreneurs, in different niches, with different styles and different marketing strategies. Grant Cardone, Neil Patel, Ramit Sethi, Seth Godin… all of these guys create and send frequent content.
I don’t follow Tai Lopez but he does the same thing on YouTube with his incessant ads. He’s annoying as hell, but he’s laughing all the way to the bank.
Final point: take a step back. Think about psychology for a second. The people who are turned off by your content or promotional style are probably the least interested in your service.
Your biggest fans (i.e. those that will spend the most money with you) don’t want to hear from you less. They want to hear from you more!
Let the disinterested people unsubscribe and filter themselves out. You’re probably not a good match anyway.
You have to serve a niche. By definition, that means that some people will not like you.
Trying to serve everyone is the kiss of death.
And ironically, if you keep up your activity level, build your following and a high-quality reputation over time, those unsubscribers will probably come back in your orbit eventually.
But that is guaranteed to not happen if you stall out or go to sleep in your business.
In the meantime, I’m shooting for one blog post every single day from this point forward.