1436: The Best Email Frequency Advice You Need To Hear by Matt Wolfe of Evergreen Profits on Digital Marketing

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[00:00:58] The best email frequency advice you need to hear by Matt Wolff of Evergreenprofits.com

[00:01:05] One of the many highly debated topics within the marketing industry is email frequency.

[00:01:11] So how often should you realistically email your list of subscribers

[00:01:15] if you're interested in making money while avoiding coming off as spammy?

[00:01:19] There are a ton of marketers out there that will try to tell you not to mail your list too often.

[00:01:24] Some people will tell you to balance it between 75% content and 25% pitch,

[00:01:30] or some other random variation.

[00:01:33] The truth is, no one is going to be able to accurately tell you what's going to work with your audience, niche and industry.

[00:01:40] Your voice is different, your writing style is different,

[00:01:43] what you have to offer is different,

[00:01:45] and there are a ton of other variables that make one-size-fits-all advice for email pretty irrelevant.

[00:01:51] However, we've managed to collect advice from some of the most talented, well-respected

[00:01:55] and consistently successful email marketers.

[00:01:58] We also have a ton of data on what's worked for us in our business.

[00:02:02] So while there are no one-size-fits-all answers,

[00:02:05] there's just a lot of data on what's worked well for a lot of different people in a lot of different industries.

[00:02:11] We'll lay out that info and you can pick and choose things to test for yourself.

[00:02:15] Growing your list and email frequency mistakes to avoid.

[00:02:20] When I asked this question to one of my mentors, Travis Sego,

[00:02:23] his response was,

[00:02:25] only mail on days that you want to make money.

[00:02:27] For us, that's every day, but your business could be different.

[00:02:31] I also had the opportunity to chat with Ben Settle,

[00:02:34] creator of the Email Players newsletter.

[00:02:37] His response to the question was,

[00:02:38] well, I think everybody as a general rule should be emailing daily

[00:02:42] unless you just hate writing emails and it's painful for you and you're going to write...

[00:02:47] In short, he went on to say that if you mail daily,

[00:02:50] you'll make more money off your list than if you mail less often.

[00:02:54] As marketers, we spend a lot of time and money creating things to offer in order to grow our list.

[00:02:59] We spend time and money driving traffic and building that list.

[00:03:03] We pay monthly fees to have a company store that email list for us.

[00:03:07] But then, we don't seem to want to actually mail that list.

[00:03:11] We think that people will get annoyed by us or that they don't want to hear from us,

[00:03:15] which is why we understand the concern around email frequency

[00:03:18] and where the fine line is drawn between desired communication and being overbearing.

[00:03:23] From our own tests, we've found that to be the furthest thing from the truth.

[00:03:27] In fact, when we go a couple of weeks between mailing our lists,

[00:03:31] we find that people complain or unsubscribe or mark us as spam or whatever.

[00:03:35] It's because they forget who we are and if they signed up for our list in the first place.

[00:03:39] However, when we're consistently mailing daily, we never seem to get complaints.

[00:03:44] The people who don't want to hear from us filter themselves out pretty quickly

[00:03:47] and we're left with just the people who enjoy receiving our emails.

[00:03:51] All of this has been a long explanation to say that

[00:03:54] if you don't know how often to mail, start emailing every day.

[00:03:57] At the very least, test every weekday.

[00:04:00] I think you'll find that people that don't want to hear from you

[00:04:03] will unsubscribe pretty quickly and you'll be left with a more engaged and more responsive list.

[00:04:08] Your opinions on email frequency are losing you money.

[00:04:11] Here's how to fix that.

[00:04:13] We've spent a lot of time in discussing list-building strategies

[00:04:16] and while there are plenty more we can discuss on the topic,

[00:04:19] it's fairly pointless to focus on list-building

[00:04:22] if you're not going to bother to market to your list.

[00:04:24] In fact, I'd like to share a little transcript and analogy from Travis Sego

[00:04:28] that will really drive this point home when it comes to email frequency.

[00:04:33] Matt, when it comes to actual list-building

[00:04:35] you brought up a concept that I thought was really interesting, the bucket concept.

[00:04:40] Do you want to speak to that for just a second?

[00:04:42] Travis. Quote.

[00:04:44] Yeah, absolutely. I have a mastermind.

[00:04:47] I do business consulting and coaching.

[00:04:49] A lot of times what people think is the problem is that they don't have enough traffic.

[00:04:53] They need to be able to build a list.

[00:04:55] Very often I'll work with somebody for six months or more before we ever buy any new traffic.

[00:05:01] But I call it working on the bucket.

[00:05:03] The traffic is the water, but it makes no sense to go run after more and more water

[00:05:07] to put in a bucket that has lots of holes in it.

[00:05:10] End quote.

[00:05:11] Typically what we do in the first three to six months is we just plug holes in the bucket.

[00:05:15] They are holes that typically they don't see, they didn't realize,

[00:05:19] or a different shift in perspective.

[00:05:21] But by the time we're done, they're making so much.

[00:05:24] Their perspective then switches to,

[00:05:26] I didn't know there was this much money locked up in my list, in my database,

[00:05:30] in my Facebook.

[00:05:31] I just had no idea.

[00:05:32] Then it becomes a no-brainer to go out because it's almost like you can't go wrong now.

[00:05:37] You can go to all these different water sources and as long as your bucket is holding water,

[00:05:42] almost all of the traffic works.

[00:05:44] That's the big breakthrough.

[00:05:46] For example, one of my clients couldn't afford any of the advertising when we started,

[00:05:50] but now he can go out and buy a three or four thousand dollar solo ad

[00:05:54] and make his money back, or at least break even,

[00:05:57] in the first three or four days after the email is sent.

[00:06:00] It's the bucket and water thing that I really try to point out to folks.

[00:06:04] Mat.

[00:06:06] It's kind of like once you've got that bucket and those holes plugged,

[00:06:09] that's when you know your numbers.

[00:06:11] You know I can put one dollar in and get a dollar twenty-five out kind of thing.

[00:06:15] Once you know those numbers, it doesn't matter how much traffic you put into it,

[00:06:18] it's going to work for you.

[00:06:21] Travis.

[00:06:22] Yeah, and I really take it to the extreme, Mat.

[00:06:25] I call it infinite ROI, which you never really hit a point of infinite ROI,

[00:06:30] but what I've done in a lot of my businesses,

[00:06:32] like it almost doesn't matter what the traffic costs,

[00:06:36] because there's so many ways to monetize not only in just product sales,

[00:06:40] but in referrals and taking your email list.

[00:06:42] And now you've got a power tube, if you put up a YouTube video,

[00:06:46] to send all those people to that.

[00:06:48] Get your YouTube video a higher ranking,

[00:06:50] or your Facebook page a lot of likes,

[00:06:52] or your podcast a lot of views,

[00:06:54] or your Amazon book.

[00:06:55] I was talking to somebody that helps publishers launch number one selling books.

[00:06:59] She said right now the landscape is changing in the publishing world.

[00:07:03] If you have an email list and you have an audience of people

[00:07:06] that will like and follow you,

[00:07:08] that's a big help to get an old traditional publisher to publish you.

[00:07:11] End quote.

[00:07:13] We hit that point where it's called infinite ROI

[00:07:15] in all these different facets that people don't realize they have

[00:07:18] with the power of their audience,

[00:07:20] not only in making money in sales,

[00:07:22] but in all kinds of other ways.

[00:07:24] It just comes to this point where, yeah,

[00:07:26] you want to do a little bit of optimization or what have you,

[00:07:29] but it's a no-brainer to go out and do that stuff.

[00:07:32] So the whole point that Travis was trying to make there,

[00:07:34] just a paraphrase, is that a lot of people are focused

[00:07:37] on trying to drive a ton of traffic to build a list,

[00:07:40] but if the marketing isn't in place

[00:07:42] and their email frequency doesn't make sense,

[00:07:45] you're spending a lot of time and money to build an asset

[00:07:48] that will probably fail when you need it.

[00:07:54] You just listened to the post titled

[00:07:56] The Best Email Frequency Advice You Need To Hear

[00:07:59] by Matt Wolff of Evergreenprofits.com.

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[00:09:04] And thank you to Matt and also Joe.

[00:09:07] They both make up evergreen profits.

[00:09:09] As for Matt, he's been doing digital marketing since 2005,

[00:09:13] full-time since 2009, and started his first podcast over 10 years ago.

[00:09:18] Today, he focuses on educating, consulting, speaking,

[00:09:21] and helping others find success through the medium of podcasting,

[00:09:24] and also helps fellow online entrepreneurs drive more traffic to their offers,

[00:09:29] leveraging paid traffic and SEO.

[00:09:31] And he also has books on WordPress, traffic, and more.

[00:09:34] And to hear his podcast, search for the Hustle and Flowchart podcast wherever you listen.

[00:09:40] He's a great guy and a friend of the show, so definitely check out his work.

[00:09:43] All of it can be found at evergreenprofits.com.

[00:09:47] But I think that does it for me today.

[00:09:49] Have a happy Thursday.

[00:09:50] Thanks as always for being a subscriber.

[00:09:52] And I will see you right back here tomorrow where your optimal life awaits.