Why you need to repeat yourself via email

When you start using email marketing in an effective way, it makes you feel like a spammer, at least at first.

I know a few people who haven’t copped to this, but most business owners who are new to email marketing find that it feels “spammy” at first to use email marketing effectively.

Even if the emails you send out have real value.

Even if it’s done with the best of intentions and ethics.

Even if you segment your list really precisely to increase the relevance of your sales messages.

In other words, even if you do everything right it can feel spammy. One of the specific reasons for that is that you need to repeat yourself when marketing via email.

Actually, you need to repeat yourself a lot in general in your marketing. That’s what increases the effect of your message. But when you send the same message, or emails with the same call to action (CTA), to the same group of people, it can feel wrong somehow.

Here’s one tiny data point that explains why you need to repeat yourself anyway, even if it feels sort of wrong.

Yesterday I sent 524 of my list subscribers an offer to download a 100% free thing (the Complete Bundle of The Positioning Manual for Technical Firms) that’s worth at least $50. No obligation, no strings attached.

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We’re not quite 24 hours in, and I find that most individual marketing email stats take about 48 to 72 hours to settle on their final numbers. That said, only 101 of 524 recipients clicked the link for an awesome, free thing.

I probably won’t repeat this exact offer to my list, but if I was interested in maximizing my response to the offer (the response can roughly be measured by the click-through rate and precisely measured by sales or downloads), I definitely would repeat the offer. I’d repeat it at least 5 times, possibly much much more.

Why?

My products and services are awesome, but they are not Adele, who sold out her tour of an entire continent in a few minutes. 🙂 I have to provide multiple opportunities to buy because:

Some people won’t read every email, but will read repeated emails on the same theme.

Some people won’t respond to the first CTA but will respond to repetitions of the CTA.

Some people need to have a lot of objections countered to reduce or eliminate the risk of changing their status quo by taking action.

Some people need to be reminded of a pain they have become used to living with in order to see the value of a solution.

And some people will only respond to urgency or scarcity signals (going, going, gone!).

For these reasons you need to repeat yourself in your email marketing, even if it feels strange or spammy at first.

On that note, let me repeat that I can help you define a strong market position and begin to market it effectively:http://thepositioningmanual.com

Once again,
-P

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