Last week, I met with a friend who manufactures and exports car materials to the US and Europe.
“So… how’s business?” I asked.
(I’m always excited to chat with this friend because I get to learn things outside the Internet Marketing and e-commerce niche)
My friend paused for a moment, shook his head, and sighed:
“Not good. Not good.”
Turns out, the tariff is hitting big.
A 20% tariff is not a small event.
Many factories do not even have a 20% margin.
While I sincerely believe that a “reciprocal tariff” is a ridiculously dumb and misleading claim… considering that Taiwan didn’t have much tariff on US imports previously…
But this also reminded me of a client who’s facing a similar challenge.
This client is in India.
They sell a “consumable” product that can ONLY be produced in India.
(yes, “bring manufacturing back to the US” is completely 💩 in this market because it’s environmentally impossible)
BUT –
This client is now sitting on a ticking time bomb… with a 50% tariff supposedly going live on Aug 27.
(The way I write these emails is… I usually write one week in advance because this allows me to be flexible when I’m facing a heavier client workload. So… as I’m writing THIS email, on Aug 26, I have no idea IF the 50% tariff goes through.)
Now, a 50% tariff is UNSUSTAINABLE for the US customers.
(In case you’re too dumb to realize… the 50% tariff will absolutely be paid by the end customer because my client does not even have a 50% margin to absorb it)
With that being said…
This kind of political challenge is a strong reason why it’s so important to leverage your email list as a lifesaver.
Ever since the tariff news came out on Aug 1st…
I knew we would take a hit on the conversion rate if all products became 50% more expensive.
But at the same time, it’s a perfect hook that comes with heavy urgency.
So…
I scratched all the originally scheduled emails to hammer the tariff while it’s hot. The result?
I’ve helped this client score a record-breaking month in August.
(a 50x return on my service fee)
But this was only possible because this client has an email list.
I can pivot…
…and reach all the loyal fans with a tap of my finger.
If you want to do something like this with advertising… the cash flow (and stress) would be crushing.
This is why having an email list is so important.
It can help save your sanity… and literally save your business… during challenges that are completely out of your control…
…and during challenges when you are already running low on cash.
To your success,
– WYH
P.S. – Of course, having an email list isn’t enough…
You also need a strategy that allows you to LEVERAGE that list without landing in spam, feeling needy, or destroying your email deliverability.
And this is where I can help.
Reach out and let’s chat.