Recently, a client received an angry support ticket:
“Honest feedback is reduce / stop marketing mails you started in last 3-4 months. You really need to set counter to check ‘how many of your marketing mails are read by Customer converted to business transaction verses how many are deleted without even reading. You are simply annoying Customers by sending tons of marketing mails.”
When I get these tickets, I typically shrug them off without much attention.
(because I know my numbers)
But since I’m looking for a topic to write about today…
Might as well.
😏
Let’s break down the feedback, line by line.
***
“Honest feedback is reduce / stop marketing mails you started in last 3-4 months.”
Roger that.
The only problem?
I 3.84X the email revenue during the first 30 days working with this client…
…and 4.36X the email revenue during the first 90 days
…and contributed 45.21% of their total revenue.
So –
No can do.
***
“You really need to set counter to check ‘how many of your marketing mails are read by Customer converted to business transaction verses how many are deleted without even reading.”
The numbers above also demolish this point.
But just out of curiosity…
I wondered how many emails this angry Customer opened and clicked…
*checking Klaviyo*
It seemed like you opened and clicked on 5 emails in the last 2 weeks alone.
So…
Even by your standard, I should still be emailing you.
🤷
***
“You are simply annoying Customers by sending tons of marketing mails.”
Maybe.
If I were sending poster ad emails with no entertainment value.
But luckily…
Since I’m sending plain-text, story-driven emails, my client has been getting these comments, too:
~ “I just have to give credit to whoever writes these emails, because they always make me laugh… and yes, becoming obsessed is a valid concern”
~ “As an email marketing professional, this email was top notch and it made me laugh. God job!!… Kudos to your marketing team!!!”
~ “Whoever you have hired for marketing is writing such good fun copy in your emailers – I am enjoying reading them. And that’s really a breakthrough because most of us such delete any promotional mails bu these are fun to read”
So, my strategy works.
***
And here’s the lesson for you:
Stop worrying about a few subscribers complaining about “emailing too much.”
You are NOT writing for these whiners.
You are writing for fans, not followers.
You write for the loyal customers who are as passionate as you are about the topic… that they WANT to hear more stories, insights, and behind-the-scenes details.
When you attract your true 1,000 fans…
…followers will tag along.
(and you can decide if you want to let them or not)
Talk soon,
– WYH
P.S. – A good example is…
If you are a mommy blogger, you are writing for the moms who are pulling their hair out, figuring out how to raise their kids without murdering the demons…
…NOT the casual passerby who “goes to a friend’s home to play with their children for 2 hours, leaves, and enjoys a peaceful sleep.”