A very successful marketer once told me:
“You should send educational content early in the week… like Monday… answer objections on Tuesday and Wednesday… softsell on Thursday… hardsell on Friday… and retreat to emotional, relationship connecting content on the weekend.”
The reason is –
“People are in different emotional stages throughout the week.”
Good idea.
Completely unrealistic.
Here’s why:
That’s not how people open/read email in real life.
People don’t always open Monday’s email on Monday.
To give you an example –
My grandmother passed away 2 weeks ago.
I did NOT have time to check “casual” emails for 2 weeks.
I was barely keeping up with clients’ emails.
So… what did you say I want to read on Monday?
In addition…
I am in a very different mindset on Monday morning vs. Monday evening.
If you really want to customize your message…
…based on my emotional state
…why aren’t you customizing based on the time I usually open my email
…since you’re trying to customize everything
…make sure to sneak into my inbox to switch out the email content IF I didn’t open the email exactly at the time you planned it
…and while we’re talking about customization
…don’t forget to take my age, gender, pet name… and my first love into account
…can’t do it?
EXACTLY
Accurate customization is overrated because it’s impractical.
Solution?
Did you notice that…
People watch Netflix EVERY SINGLE DAY?
I don’t care if it’s a busting Monday, wind-down Friday, or a family Sunday.
They are slumping on the sofa, shoving chips down their throats, watching KPop Demon Hunters on loops… and singing, “We’re goin’ up, up, UP!!!”
Why?
Because it’s fun.
It’s entertaining.
And that is your answer.
Make your email so entertaining that it doesn’t matter which day it is.
How?
Wrap your emails (and your sales argument) inside a story.
AKA
Email storyselling.
To your success,
– WYH