My Controversial Take On Whether You Should Sell In Every Email. Most Would Disagree!
It’s 1 am in the morning, I’m tucked into my duvet and I’m about to go to bed.
I decide to watch at least one Youtube video to get me a bit sleepy.
As you could imagine, my Youtube feed is filled with copywriting or marketing videos.
“Dang it Algorithm, The one time I actually want some unrelated recommendations, they’re nowhere to be found”
My patience is thinning. I’m about to go to bed but for some reason, I just want to watch one video before I’m lights out.
Just when I’m about to give up, I find a video that says “Basics of email copywriting from a $12 million eCommerce copywriter”
Of course, I was intrigued.
That’s a freakin good caption.
I watch the video and he’s basically explaining things I already know.
Do you know? The usually has a captivating subject line…
Personalize your emails…
Have a good CTA…All that.
It would’ve been insightful If I was a beginner copywriter. But I’m not so I got bored of it…
Until he said something that didn’t quite sit well with me.
He said and I’m paraphrasing,” You wouldn’t want to bother people by selling in every email. In every 5 emails you send, I recommend giving value in 4 emails and only selling in 1.”
The funny thing is he’s not the only one to think like this.
I’ve seen this similar “advice” countless times before either on Youtube or in a blog somewhere.
In case you haven’t noticed…
I Completely Disagree!!
“I don’t care what you think Ubong. It’s worked fine for me and my business.”
I’m not saying it doesn’t work, you impatient human!!
Rather I’m saying that using the logic of, ” Oh I wouldn’t want to bother my customers with my emails” for your email marketing strategy is not the best way to go about it.
Think of it this way.
People use their phones basically every day.
When they go on their phones (including you that’s reading this), they go on Instagram, Facebook, Tiktok, and maybe search some things on Google or you even go on Medium.
What do you do on those sites?
You Read!!
Why do you read? Because it interests you. It’s either funny, informative or downright entertaining.
So you keep going on those sites every day.
It’s the same for your emails. If people find your emails to be interesting to read, they will always want to hear from you no matter how many times you email them.
I heard this first from Daniel Throssell (He’s an Aussie Copywriter who is unbelievable at emails)
He mentioned this and it made me think. It completely changed my perspective on what I thought was a good email marketing strategy.
If your sales emails are entertaining and you are able to garner good steady engagement from them, there’s no problem emailing them as much as you want…
Or even selling in every one of those emails.
Your list knows you’re going to sell to them but they won’t mind because they’ve got the entertainment they came for, which you dished out together with your pitch.
Of course, not everyone on your list would appreciate this. But your product or service isn’t for everyone to buy.
It’s for a specific part of the market. Those are who you are targeting and those are who you should either be informing(giving value) or entertaining.
And for the rest, you can point them to the unsubscribe link. High chance they probably weren’t going to buy anyway.
So that’s it. That’s my take on it.
Sell as much as you want in your emails.
But make sure to add some sort of value first.
-Ubong Bassey
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Looking to convert your email list while entertaining and giving value, contact me at ubong@ubongbassey.com
Like this copywriting tip and would like more? join my email list at ubongbassey.com
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