I think we have our winner …
Yesterday I asked what other emails people opened before mine.
👆 pro tip: if you have an engaged list who’ll tell you, that’s an excellent way to get to know your market
And … yikes. I got swamped with replies. I only just finished reading them all.
Most people said they read my emails the moment they saw them.
A few recommended some other lists I should check out.
Yet the email-of-the-day award went to the reader who sent me this:
Emails I open before yours:
* Existing clients
* Ben Settle
* Vance Morris
* Michael Senoff
* … basically everything that is before the crumbs.
Then the crumbs.
And seriously if you sent me an I <3 Daniel shirt, I’d burn it. That’s my ex’s name and he was a c*nt. hahahahaha
And the judges’ scores are in …
* Helpfulness: 8/10
* Sensitivity: 3/10
* Brutal, savage honesty: 11/10
Look, I’m not sure whether she meant to imply I’m the tastiest crumb, or the last good one before the crumbs.
But either way, the email marketing lesson of the day is clear:
Never share a name with your readers’ ex.
SHE won’t be getting a T-shirt …
Seriously though, here’s the real lesson:
Don’t forget how little you matter to most of your customers.
Most people (ESPECIALLY big brands) write their emails as if their readers will see it, shove everything off their desk, turn off their phones, and sit down with a cuppa to read.
But that’s rarely the case.
(Well, some people tell me they do that for my emails. But that’s the exception.)
To most of your readers, you’re just a tasty crumb.
Which is one argument for building the relationship by emailing more:
After all, your market is building relationships with OTHER people and brands — checking Facebook, watching ads on Netflix, and reading emails — every single day. Your competition isn’t stopping. Why should you?
That said, you don’t have to email daily. I’ve worked at an info-publishing behemoth where we did weekly, and people still loved us.
The important thing in any case is to:
1. Be FUN to read
2. Pump up your own personality
3. Leave people feeling delighted every time they read you.
Oh, and one more tip:
Whatever you do, don’t send people emails with a ❤️ and the name of their ex …
From the guy you ❤️ to read,