Let’s talk about the most important punch in boxing email marketing.
In boxing, the jab is the most important punch.
Because the jab sets everything up, including…
Maintain the distance…
Break down the defense…
Get you out of trouble…
And build momentum for the killer shot.
No, it’s not as “fancy” or powerful as a body hook or uppercut.
But none of the other punches would work without the jab leading the way.
So, what is the “jab” in email marketing?
Klaviyo calls it “Campaigns.”
(ActiveCampaign, Kit, and some other ESPs call it Broadcasts)
In short, it is a single email message scheduled to a list/segment of profiles simultaneously. The LIVE component of your email marketing.
(think newsletter, launches, flash sales, etc)
Campaigns set everything up, including…
Increasing the Know, Like, and Trust relationship…
Building your Authority Branding…
Fix deliverability problems…
And encourages actions that can trigger your automated flows.
Campaigns are 80% of your email marketing strategy.
They are the “hard” work most agencies don’t want to do.
They are the “dirty” work that is harder to “sell.”
They are the “overlooked” work that gets handed over to “graphic designers” who know nothing about how email marketing works.
Because it’s so much easier to sell “automatic profit” by offering “flows.”
But without campaigns…
Flow is a joke.
Just like without a jab, your uppercut would never land.
(not to mention that campaigns can make flows 10x more effective)
**Lesson for business owner**
When it comes to email marketing, you don’t need to know the nitty-gritty.
That’s not your “job.”
But if you can only remember one thing about campaigns…
Remember:
You should be sending 4 to 7 campaigns a WEEK.
(not a month, not bi-weekly, but every single week like clockwork)
The reason being…
The average open rate in the e-commerce industry is about 25%.
No, I’m not talking about the bloated open rate Klaviyo gives you.
I’m talking about actual humans opening and reading your email.
That’s about 1 out of 4 people on your list.
(that’s if your copywriter doesn’t suck)
So…
If you only send ONE email a week, and only 25% of the people on your list see each email, then –
Most people only see your message once a month!
(1 / 25% = 4 weeks)
What were you eating for dinner a month ago?
Exactly. You don’t remember.
So do your subscribers.
Sending 4 emails a week allows you to stay top of mind, showing up for your prospects at least once a week.
Now, the question most people have at this moment is:
“But I don’t want to annoy my subscribers. How can I send these many emails without pissing people off?”
To be continued…
– WYH
P.S. – The #1 principle in email marketing is…
The more you send, the more you make.
Guaranteed.
However, the reason I don’t automatically recommend daily emails—7 emails a week—is that this strategy, while very effective, will also increase your churn rate.
This means –
You will see more unsubscribe.
And I get it.
You paid hard moolah for these subscribers.
It can be scary to see hundreds of people unsubscribe every day.
So… while daily email will 100% generate more revenue…
If you’re not ready to scale your traffic (advertising), sticking with 4 emails a week is fine.