If you’ve spent any amount of time in the world of email marketing, you’ve no doubt seen the following statistic trotted around:
“For every $1 spent on email marketing $44 is made in return.”
But it makes me wonder:
How did they come up with this stat…
… And da fuq does it even really mean?
‘Cause if it’s simply the software costs of sending emails pitted against the sales those emails bring in, then, I’ve seen plenty of email lists that bring in 100x… 300x… and even 500x what they are paying for in costs to send the emails.
This is especially true for lists that write emails with the personality-driven approach that I’m such a big fan of.
And on a (somewhat) related note of not-so-helpful statistics.
I view email clickthrough rates in a similar light.
Earlier this year, I wrote some emails for a client in the video-game development niche that were converting 5 times better than anything they’d previously sent to their list.
Not too shabby.
Although they were fairly new to the email game and hadn’t found their footing before working with me, so I won’t toot my own horn about these results too much.
Alas…
Despite these decent sales numbers (that the client was delighted with btw)…
They still had some concerns about the clickthrough rates on a couple of emails being lower than others.
My take on this:
High clickthrough rates aren’t all they’re cracked up to be.
Unless, of course, your business model is built around churning-and-burning through leads at lightning pace, and “selling the click” with short, clickbaity emails that drive people to a killer sales page.
That business model CAN work…
But only if you’ve got a big, consistent inflow of cheap leads…
PLUS, a highly optimized long-form VSL or sales page that converts extremely well.
However, that approach comes with a ton of headaches, refunds, endless customer service queries…
… and customers who buy from you once, never to be seen again.
If those headaches don’t like your cuppa tea…
You’ll be far better off cultivating a smaller (yet sizeable) tribe of consistent, loyal buyers who become raving fans of both you and your biz.
And my Emails with Attitude way of doing things is a great way to make that happen.
When you take this personality-driven approach to email, you’ve got to accept that not every email is going to get sky-high clickthrough rates.
But every email with attitude can deeply resonate with your target market…
Every email with attitude can build KLT (know, like and trust) between your subscribers and yourself…
And every email with attitude can bring your readers one step closer to making a buying decision.
So with all that in mind…
You’ll see the clickthrough rate on any one particular email matters about as much as 1 rep during a 10-rep set of bench press.
No one individual rep reaps the rewards.
It’s the cumulative effect of those reps, done consistently over time, that produce great results.
‘Nough said.
That’s a wrap for today…
But if you want me to work my Emails with Attitude magic on your list… head here for more info:
https://kennethturnbull.com/work-with-me-emails/
Stay sharp,
Kenneth Turnbull
