Recently, Ryan Healy did a great blog post.
It was about email metrics.
And specifically what to test and measure.
He was saying how, when testing one email against another, he tests open rates, clickthru rates, unsubscribe rates, conversion rates, dollars per click, etc.
And when doing that, I think it’s a great idea to test all those things.
But with daily, “off the cuff” emails?
When you’re just batting them out?
My attitude is, get it out there.
In fact, here was my response to him:
(Paraphrased)
“I’ve had emails that bombed the first time, and then killed it a few months later because (on a whim) I used it again. If I’d let metrics (or even sales, which I pay more attention to these days) totally dictate my future emails, I’d have lost out. Also the converse has been true, I’ve re-used emails that killed it and a few months later nothing. It’s funny, but the longer I do this, the less scientific I believe email needs to be, and it’s more important to just get them out consistently each day. Many times the ‘sale’ is made sometimes weeks earlier in one email, but they procrastinate and buy later because another email reminds them of it. (I know this because people have told me, ‘man this email got me, when I can afford it I’m buying…’ and lo and behold, a few days/weeks later they bought (from a different email).”
I’ve seen it over and over:
You’ll make more of the green stuff batting out a “C” level email 5-7 days per week, than you will spending hours writing and testing one “A” level email 1 day per week.
And tomorrow, I’ll explain why.
Of course…
If you bat out B or A level emails each day (instead of F, D or C level emails, like most people) you’ll make far more sales.
That’s where “Email Players” comes in.
The difference (in sales) can be night and day.
Details at:
Ben Settle
P.S. The next issue is chock-full of tips.
One of which is perhaps my best secret:
How to sell in emails without making a single claim or benefit. The copywriters will weep & gnash their teeth over this.
Should be fun:
