January 10, 2017

Are Daily Emails Worth The Effort?

A lot of people ask me about daily emails. Is it worth it? Is it a big time commitment? Aren’t you ‘bombarding people’, by emailing every day?

All valid questions.

I let people choose how often they hear from me, rather than dictating the schedule. There’s a link at the bottom to switch between daily and weekly. On that basis I don’t believe anyone reading this email is ‘bombarded’, because there’s always a dial you can use to turn things down.

I have more people subscribed to my weekly email than I do to my daily email, but most of my business comes from the daily email group. I can’t think of a significant sale I’ve made recently to a weekly email subscriber.

Effectively it’s a sorting and filtering system. The people who like what I have to say stick around in the daily emails group, and form the majority of my best customers.

That list is a tangible business asset, so on that basis I think daily emails have been worth it. My job in 2017 is to pour more subscribers into the top of the bucket, and let people self-select how they want to hear from me.

Last week a client asked me, “I’m on various email lists. The only people I see sending daily emails are marketers. Does that mean you have to be a marketer to use daily emails?”

I think this is a great question.

You don’t have to be a marketer, but you have to be selling something valuable, and potentially transformational. You’re a good fit for daily emails if what you do changes the lives of your clients in some way. If a client engagement is worth thousands of pounds or dollars, it’s certainly something you should consider.

Is it a big time commitment? Yes, I suppose it is, and the answer is to plan ahead.

There are four possible ways I can write these emails:

  1. Prepared and published at least one day before, with nothing to do on the morning the email goes out. I’m trying to do this more and protect my mornings for other purposes.
  2. Drafted the day before, but where the email needs proofing and creating in Infusionsoft on the morning the email goes out. This for me is the most common situation.
  3. Not drafted the day before, but a clear plan in my head of what I want to write about. This is the second-worst situation, because it allows no real time between writing and editing. Typos and errors start to creep up at this point.
  4. Not drafted the day before, with no real idea what I want to write about. This is the worst, and most stressful way to write daily emails.

This email was first drafted on Monday morning. It’ll be setup in Infusionsoft by Monday evening, putting it in the first category.

It can help to pick a specific topic to write about each week. Every few months I’ll run a series dedicated to a specific topic. Often these ‘mini series’ are an exploration of something I might want to write about in a book, or create a lead magnet about. It’s actually easier to write an email about a specific topic than it is to select the topic.

The daily emails don’t die the second you hit the ‘send’ button. Most of mine get added to my blog, and a lot eventually end up in my books. For me, daily emails are like prospecting for big ideas. You won’t hit gold every time, but when you do you can re-use the content in other formats.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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