I was chatting last week with a friend who sells premium hammocks. We talked a little about email marketing. He could see various people he follows sending daily or weekly emails, and understood the principle.
In practice however, the idea of implementing a daily or weekly email schedule felt too overwhelming.
Besides, he argued, surely if you’ve just bought a hammock from a company you found online, it would be annoying to get an email from them every week or more?
I agreed with him, and gave him an alternative suggestion. Which I’ll explain shortly.
Later that day I met up with a friend in Sheffield. My friend supports Sheffield United; one of the local football teams. He was complaining about the weekly emails he receives from Chesterfield FC, who he bought tickets off once, a number of years ago. I pointed out that he could simply unsubscribe from Chesterfield’s emails, but apparently that’s ‘too complicated’.
All of this raises an important point. The high frequency, story-based style of email marketing I teach isn’t right for every business. It’s best used to assist with high value, high trust sales.
In my opinion, a ‘high value’ sale is anything that costs $5000 and up. If you don’t bill that amount straight away, a high value customer should quickly spend that amount with you over the first few months they work with you.
In that situation, you should take the idea of a daily or weekly email seriously. Some people on your list will want to hear from you more regularly. And some of those people will spend good money with you.
So what did I suggest to my friend with the hammocks business? His hammocks are relatively expensive, but they don’t cost anywhere near $5000.
I suggested instead that he set up an ‘email broadcast’ calendar, and use that to plan his marketing emails around upcoming events. For Mother’s Day for example, he could tell a story about the trouble he had getting his Mum to try one of his hammocks. But then she did try one, and this is what she found…
He could write a similar story at Easter, about the Easter Bunny. Maybe the Easter Bunny will (speculatively) forget to deliver any Easter eggs this year, because he’ll be too busy snoozing in a ridiculously comfy hammock…
There are always excuses to email your list when you apply your imagination. The point is to email your list in a deliberate planned way, not a reactionary “aaaargh, we need some sales” way.
You should feel comfortable with the publishing schedule you set. It should feel like you are communicating something of value, rather than showing up as a pest.
If nothing else, people do get value from being entertained.