What if everything your subscribers are telling you… is wrong?

It sounds extreme, but it happens more often than you think. People on your email list will give feedback that feels helpful, polite, and even reasonable. But if you follow it without question, you could quietly hurt your business.

This all started with a simple situation from the transcript. A subscriber told Simon that he was sending too many emails and asked if he could send fewer. On the surface, it sounds fair. It sounds like something you should listen to.

But underneath, it reveals a much bigger problem.

Sometimes, your email list is lying to you.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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00:00.92

Speaker

Today I'm answering a question from one of my clients, Simon. One of his email subscribers said that they'd prefer that he email them less often. So what should Simon do and how should he actually do it?

00:12.70

Speaker

So if you're thinking about your email frequency, wondering if you're emailing too much, or if you're thinking about starting to email a bit more often, but you're worried that your subscribers are going to think the same, then this is definitely for you. The Email Marketing Show Hey, I'm Kennedy, author of Psych-Stacked Email Marketing. a psychology and email guy. And yes, I always wear odd socks, and I have done since I was 11 years old. So make of that what you will. You're probably having ah an aneurysm right now thinking about that possibility. But every single day, I don't even pair my socks. Anyway, today, I got this message posted inside one of my Facebook groups from one of my clients called Simon. And he said,

00:56.66

Speaker

Hey, Kennedy, I've received this email today. It says, Hi, Simon, you have gone from no emails to too many. Is there a way for me to get one a week or less? Enjoy the content.

01:10.23

Speaker

So would prefer not to unsubscribe. And then Simon goes on to ask, my products are all $27. So he's a low ticket kind of offer guy. And they've never really purchased anything or they've never purchased anything.

01:21.27

Speaker

So I'm not worried about losing them. They're obviously just expecting free stuff. I'm tempted just to remove them and just move on. However, should I be listening to the point that they're making?

01:32.76

Speaker

Should I back off the daily emails and drop down to, say, three to four a week for a couple of months? It's a cracking question. And it's really difficult for people like you, like you like me, who are natural born people pleasers, right? We want to be like, we don't want to upset anybody. We want to make sure that we're, yes, I kind of give you the bold, hard truth here, but like, I want to make sure that you're getting in a way that you're actually enjoying it. And it's the same. So,

02:00.19

Speaker

I'm going actually show you how to do this, even if you're a people pleaser and how to make this work. Now, if you haven't already, make sure you hit the subscribe button right here, right now, because it turns out about 50% of the people who watch my content are not even subscribed the channel.

02:15.93

Speaker

And that's wild. So make sure you are subscribed the channel. Hit the big subscribe button and make sure that when a new video and bit of content like this shows up and is actually released, it'll actually show up in your news feed. It also lets me know that you're enjoying the content that I'm making. So the first thing we have to do when we get a bit of something like this is we have to be really very careful and protective almost over who we listen to advice from.

02:41.30

Speaker

Right? Who is this person? This person... Actually, as a subscriber, this person wants to learn from you the thing that you teach. They're not a marketing expert, probably. They're not you, that's for sure. They're not you. And that means, really importantly, this subscriber does not have the same goals for your emails that you do.

03:07.06

Speaker

Their goals are to get some inspiration, to get some advice, to help solve the problem that you solve, right? Your goal with your email marketing is to make sales, is to bring in clients, get booked calls, get people to go and take whatever action. Your goal is to make sales. Your success meter on your email marketing is how much money your emails make.

03:34.10

Speaker

Nothing else. Nothing else, right? Look, people might say that they, oh, I couldn't possibly send an email every single day or multiple times a week when I talk to them about sending daily emails, which I often do, right? and I'll say, well, I'll say, why not? And they say, well, because I wouldn't like to receive daily emails myself. I don't like it when I receive daily emails. And here's the really important thing.

03:57.88

Speaker

Just because you, even if you don't like receiving daily emails, that's okay. But if the cold hard facts are, when you send daily emails, you make more money than when you don't.

04:14.42

Speaker

Then when you don't send daily emails, then you can still send daily emails. Even if you don't like them. I know a guy who owns a sunbed shop where you go and you get tanned. He hates the sunbeds. He never uses them.

04:30.39

Speaker

Right? That is okay. Because he supplies something that other people want. And here it's about, it doesn't matter if you like receiving daily emails or not receiving daily emails.

04:41.08

Speaker

If when you do send daily emails, you make more sales, which is your primary goal, which is the only goal. measure of whether your emails are being successful or not. If that works, then we should do it. Now, before I get into how to know whether you should be sending more or less, because it's not a blanket thing of like, just crack on and stop fucking about. It's not that.

05:02.55

Speaker

there is ah There is a time where you can figure out, should you be sending more or should you be sending less? I'll get into that in a second. But if you're now thinking, well, do you know what? I would really like to get Kennedy's daily email tips about how to improve my email marketing, how to make more sales with my email marketing. If you'd like to get my daily email tips, just go to dailyemailtips.com.

05:23.48

Speaker

Just go to dailyemailtips.com and sign up to my famous daily email tips. You'll get an email from me every single day. And if you want subscribe, you'll unsubscribe. That's okay. Okay, because I know that sending an email every single day absolutely bloody works. So now we get the question of how do you know whether you should be sending more or you should be sending less? Because there might be a point in some businesses when sending more emails, there is always going to point, like it might be one every hour or something, but there is a point in every in every business when being really realistic and pragmatic about this, when there are so so such a thing as too many emails. There is a point, always. Okay.

06:00.76

Speaker

How do you figure out that? And actually put your mind at rest. and Here's how you do it. You go into your platform, your email marketing platform, and you find out how many new subscribers you brought in this month. You just look it up. A thousand, five thousand, whatever the number is, right?

06:16.89

Speaker

You look at the number. And then you go and have a look at how much money you made from your list. Let's say you brought in 100 new subscribers and you made $100 from your emails. You divide one number by the other and you've got what I call your EPSPM.

06:35.03

Speaker

Earning per subscriber per month. How much each of those new subscribers is worth to you that month. And you do that this month. And then you do that next month.

06:46.10

Speaker

And then you compare the numbers. Well, do you know what? Last month I was emailing three times a week. This month I was emailing every single day. Did my earning per subscriber go up or did it go down with the increase in the number of emails I was sending?

07:04.92

Speaker

And if the number goes up, hey, I made more money because I emailed more often, which almost every single time it does, like I've never seen it not, then you keep you keep increasing. You keep doing it. You keep on that increased schedule. But you've got the cold, hard facts that support why you're doing it. So if you ever get one of those emails that says, stop emailing me so often, or you're having day like, I don't want to email at it, or you're feeling a little bit, whatever.

07:30.20

Speaker

You know the cold hard facts in the back of your mind, which are every time I email every single day, i make more sales, which is the definition of success in a business. Nothing happens until a sale happens, right?

07:42.81

Speaker

The definition of success of email marketing. Here's a crazy thing. The definition of success in email marketing is not customer or subscriber satisfaction. The definition of success of email marketing is not subscriber satisfaction. It is the cold hard numbers of how much money it produces you.

08:03.13

Speaker

That is all it is, right? So now that we know we need to be emailing more often, we need to know, okay, what on earth should I be sending to my email list? That's a great old question. So here's a video where I give you 365 different ideas of things you could email your list today, tomorrow, and every day for the next year.

08:26.30

Speaker

Go check that one out.