"You send too many emails"
4 hard truths about proper email marketing cadence
Welcome to the 26th issue of Write On!
The newsletter that just reached its 6-month birthday 🥳
Estimated read time: 3 minutes 33 seconds (juicy topic today)
Your Storytelling Questions:
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Combined with the waitlist survey responses, some common challenges have emerged:
“How do I hook my reader right away?”
“How do I make my story more compelling?”
“How do I make my story concise and punchy?”
“How do I tie stories back to my main point/topic?”
“How do I write stories in an email vs. a landing page vs. social media?”
“I feel like I can’t use the same frameworks over and over again. What other frameworks work well?”
“I understand the storytelling theory, but I’m unsure how to apply it to my marketing campaigns.”
They’re all great questions.
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Top Finds This Week:
📖 Storytelling: ChatGPT is filling our lives with boring, generic content. Here're 9 ways to write stories (better than the robots): (link)
🧠 Psychology: In 1977, The world's Highest-paid Copywriter started a workshop. Each participant paid $4000. For 23 years, he taught the same 10 psychological triggers to boost sales. Here's a breakdown: (link)
✍️ Write On: You only get a few seconds to capture your reader's attention. Hook 'em in with these 10 micro-copywriting frameworks: (link)
“You send too many emails”
If you’re reading this newsletter, I’m sure most of you have had this thought at one point or another:
“How many emails should I send?”
It is the most frequently asked question I’ve received in my 8+ years of email marketing and consulting experience for businesses.
The crazy part?
99% of entrepreneurs who ask this question usually think they should be sending less.
When they should be sending MORE.
Here’re 4 hard truths about email marketing cadence you need to hear if you’re going to make money selling anything online:
1. The loudest people aren’t always right.
The concern of sending too many emails usually stems from a sequence of events like this:
Email subscriber unsubscribes.
Emails subscriber says the reason was: “You send too many emails.”
Business owner sees this feedback and thinks the email marketing team is sending too many emails.
Business owner asks the email marketing team to send fewer emails.
Business makes less money from email marketing.
We overreact to the fraction of a % unhappy with our email cadence and ignore the 99%+ that are silent and happy.
That’s why it’s important to…
2. Look at your data. It tells the full story.
A handful of customers shouting, “you send too many emails!” is one data point.
Here’re 3 other metrics you should look at:
Spam Complaint Rate
You want all of these metrics falling in that “Healthy” column:
If you’re getting complaints about too many emails, but all of these metrics are healthy:
You’re not sending too many emails.
You’re weeding out the bad email subscribers.
Another hard truth about email marketing cadence is:
3. Less emails = Leaving money on the table
Your metrics mentioned above are healthy.
You acquire emails in a compliant way.
You clean your list regularly.
If that’s the case, you are almost definitely leaving money on the table by not sending more emails to your list.
The data is shouting that your subscribers want to hear from you.
But there’s one BIG exception…
4. You have to deliver the goods every time.
Sending too many emails is never the problem.
Sending too many shitty emails is the problem.
Nobody will complain if you deliver awesome value every time.
Difficult benchmark to hit though.
— Joe Portsmouth 🧲 (@joe_portsmouth)
Jul 17, 2023
Email marketing cadence is just like writing long copy:
You write for as long as you can hold attention.
You send more emails as long as you can provide value.
99% of companies and solopreneurs do not have the marketing chops (or the time) to deliver a quality email every single day.
You’re better off sending 1-2 high-quality emails per week than 7 average ones.
That’s all for this week. Thanks for reading.
See you next Wednesday!
P.S. Whenever you’re ready, here’re three ways I can help you:
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P.P.S. If you've got a moment, I'd love to get your feedback:
What did you think of today's newsletter?
A WRITE ON REVIEW:
🎁 BONUS: My friend, Tanmay (who wrote the thread highlighted in the Psychology section of today’s newsletter), recently launched a free course for creators just starting their online journey.
Highly recommend for anybody that fits the bill. Tanmay is a kickass writer and knows how to build an audience.
Quick overview of the 9 lessons covered in the course: