Listen…
Hear that?
That’s the sound of a thousand goo-roo fanboys typing away thinking they are doing something proven and “tested” in their emails… but are really just following the random whims of others.
Here’s what I mean:
I’m a big fan of Jon McCulloch’s emails.
And recently, I noticed he was doing something with his emails I always (foolishly) assumed was taboo. And that is, instead of wrapping his lines and making them REALLY short (60 characters or whatever, like every goo-roo and his mother has been saying you MUST do since the invention of email marketing) he was just letting them go full length.
No wrapping the lines.
No caring about line breaks or anything.
I thought, “huh, that’s interesting…”
I’m all about breaking rules, after all.
And so, I told him I’d start doing the same to see what happens.
If nothing else, it makes emails look far more personal.
After all, do you “wrap” your lines with hard carriage returns in emails sent to friends or family? And while I’m not split testing it (I care mostly about sales trends over time), I have not noticed any decrease or increase in sales.
So now I do it because I LIKE it.
And no other reason.
Which brings me back to the goo-roo fanboys.
Since doing this, “suddenly” others are, too.
Ain’t that a hoot?
It’s especially amusing because some of these people not wrapping lines are the “reverse engineers” probably going around telling their goo-roo fanboy friends “Ben Settle tested doing this…”
Uhm, no, Sweetie.
I just like doing it.
Such is the mind of the goo-roo fanboy.
Never thinking.
Always struggling.
Ever amusing.
Moral of the story?
Emails are not “static” sales letters.
It’s far more important to get them out consistently than testing and measuring every jot and tittle.
Try different things.
Go outside the box.
Live a little, Bigfoot.
And, when you’re ready to take it to the next level (and make some real dough) subscribe to “Email Players”.
Today’s the June issue deadline.
A perfect “jumping on” issue.
(See my last two emails for why.)
Go here next:
Ben Settle
