In June I received 19 emails from her. In July…just so far…25.
I know I signed up on her list, but is she bothering me and all the other people on her list with such a bombardment of communications?
And…oh, by the way…she’s selling me something in every email! That’s a whole lot of “buy this” all the time.
Truth be told, I don’t know if she’s bothering her list, and neither do you.
But I can tell you she’s accomplishing one thing that research shows improves our odds of reading her emails.
She’s clearly demonstrating she’s a selling brand. Get an email from her, and you’ll have little question she’s selling you something.
Research shows this approach delivers a benefit if you’re up to the task. If I know you’re going to sell me through emails, and you actually do sell me all the time through emails, the reader understands that’s the deal. Unsubscribe rates are reasonably low.
We understand the deal when we subscribe—she’s going to sell us, and she does.
We experience no surprise. No breach of our implicit agreement has occurred. She’s completely clear in her intent, and she delivers on it.
Now I’m not saying this should be your approach. Each brand stands for something different, the place where your expertise intersects your customers’ needs.
What I do want to show you? Selling isn’t evil.
You’re not “bothering” your customers when you sell to them frequently…you might actually be doing them a favor. You know, solving a problem they have.
Decide what your brand stands for and live up to that agreement in your emails.
And if people don’t like the agreement, they can always unsubscribe.
Go forth and do great things,
Martha Hanlon & Chris Williams
P.S. The model we follow in our business means we provide weekly, useful, actionable steps with the occasional request for you to go get a workshop, webinar or some engagement with us.