Yesterday, I was auditing a 10M+ account from an e-commerce brand.
Popping open their Klaviyo account. Entering my verification code. Clicking campaigns. Filtering the data for the last 30 days. Scanning the campaign names:
– Thanksgiving promo
– Black Friday promo
– Cyber Monday promo
– Holiday Season promo
– Christmas promo
(next one would be a New Year promo?)
Then, it struck me like a ton of bricks.
This is where most brands flop:
They will send 4, 5, 7 emails in one day (justifying it with segmentation)… go cricket for weeks… a few random broadcasts here and there… and *bang* another big win-back party the next holiday.
“I don’t want to annoy my subscribers with too many emails.”
But the numbers tell a different story –
Because new, hot leads are cooling down faster than a Thanksgiving turkey on a snowy picnic. Open rates falling off the cliff. Click rates dropping faster than Magic Mountain. Conversions becoming a myth. Unsubscribe rates skyrocketing. Spam complaints coming out of nowhere.
Look, humans are habitual animals.
If I see something every day… and I like it… I want to see it every day.
On the other hand…
If I see something once… and it disappears for three days… I forget about it.
But the problem is that brands do not know how to anchor their emails on anything else except holiday promotions. (and you can’t have 365-holiday promos a year—that’s just silly)
Don’t worry. Tomorrow, I’ll show you how to find unlimited hooks.
Talk soon,
– WYH