Early in the week I tried an experiment with my email list. I sent out an email where I packaged 3 ebooks into one file and sold them for $9. Just for one day (Actually a day and a half) and in a more personal way.
This blog post is the details of the way I did it and the results I got.
Before I begin, let me say THANK YOU to the people that are on my list.
To Begin With
Some basic params – The list is small, under 1,000 people because I purged it a year or so ago. While my list is small now, I usually enjoy a 40% open rate. I frequently get people asking me to resend one of the buzz marketing courses because they keep them all saved, refer back to them and send them to clients. (Nutty, I know, but thanks)
This whole campaign took me about 2 hours. Imagine if my list was bigger, the results would have been bigger too.
Anyone studying email marketing knows that a negative subject line gets a higher open rate. But that does not take the creativity out of it. It just means you can pique someone’s interest more. So my subject line was “How to have a terrrible birthday.”
49% Open Rate - And still climbing.
Study Emails you like to read
I have also been paying attention to the emails that I like to read – very closely.
Here is what I have noticed. I do not care if you are selling something or not. I respect that people need to make money. However, it is an absolute crime if you do not make it interesting for me.
I read emails where the personality shows through.
I read emails where I feel like I know the person and I believe they know what they are talking about.
I read emails if the person has made me laugh in the past.
I read emails if the person has helped me make money in the past.
What I do not read
I have some good friends and I am on their email lists. I like them, but I do not open many of their emails. Why?
- I know they publish long articles – and I do not have time to read a random article or long newsletter.
- They only use their email to sell stuff.
- They never provide instant gratification – You know, those people that always invite you to free webinars or tease you with things you have to buy.
- They do not write in an authentic voice.
- They do not seem like real people when they write.
- They do not make me smile.
So, I am telling you this because I really do have an email strategy, and the above observations play into it.
My goal is to build a list of people that enjoy reading my emails, find value in quick tips and articles and really know me even if they have not met me.
Can email make you a Celebrity?
Since that email two days ago, I have attended two business events. In both cases, people came up to me and told me how much they enjoyed the email. Were they daffy? It was a sales letter! Emails also poured in with people saying they could not wait to find out what happened.
The Ultra-Secret Trick
I am not here to tell you I made millions off of a $9 product. I had nearly a 50% open rate, nearly 50% of those people clicked the link to look at the product and about 8% of the people that opened the email purchased the ebook. Great percentages, but small list. I made about $300.
If you did not get the email, let me tell you this was a very personal and fun email to write. I talked about how we spend money on our kids for birthdays, but not much on ourselves. (Gee, do you think that hit a cord with a couple of people) I promised to spend whatever I made on myself for my birthday. Plus, the three ebooks were worth about $40 if bought separately, so it was a great, one day deal if you were interested in them.
The Ultra-secret trick was no ultra-secret trick. I told a personal story that entertained (at least some) people. They seemed to appreciate it and want to know more. I was selling something, but not tricking them into it. People do not seem to mind that. I know I do not mind that.
So how am I spending my bonus wealth?
#1 – My kids get to buy me something with part of it. So they are taking me horseback riding. I thought it was my birthday!
#2 – A group of normal stuff like dinner, some clothing (I have lost 50lb in the last year and need some 1/2 sized clothes, replacing everything is expensive.)
#3 – I am going to set aside a portion for a new video camera I want. Video is a great way to entertain and teach – and I am committed to doing more of it. I am just not equiped properly yet.
Again thanks. I feel really privileged to have such a responsive and interested group of people signed up for my emails.