Remember this past 4th of July weekend (back at the start of the summer that feels like forever ago) when our inboxes were flooded with everyone’s favorite recipes?
I mean, even the plastic surgeon I follow, who specializes in facelifts, sent out his family’s Persian salad recipe - thanks, but I’m good...
Anyway, it got me thinking about a story from ten years ago about how a 4th of July Grilled Lemonade recipe offer, shaped the way I think about email marketing to this day.
Back then, the big players in email marketing platforms were Mailchimp, Omnisend, and Klaviyo was just getting started.
I got on a call with a sales rep (from one of those companies) who told me if I acted quickly, I could get their special July 4th “Grilled Lemonade” email template, that had an open rate of over 80%.
… You always have to act quickly, don’t ya? ⬇️
For context: the average email open rate is 20-30%. So 80% sounds incredible.
The rep explained that because the subject line made no sense, people couldn’t resist opening it, and from there it led them into a sales funnel.
I remember asking: “What’s the point? If someone opens because they’re curious about grilled lemonade, then they’re not opening because they’re interested in my consulting services. What does a high open rate actually mean if it’s not converting?”
It’s a bait and switch, and no one likes that.
That question was the beginning of my obsession with data (as you know).
Because here’s the hard truth failed businesses never learn: gut instincts are based on facts.
Here’s and example of understanding data IRL…
Every year I host a 10-day sourcing trip to India, usually in February or March. I start promoting it in August. And without fail, the content I create around that trip is historically my worst-performing posts on social media.
If I looked at that data in isolation, the obvious conclusion would be to stop promoting the trip and focus on something else.
But those posts are exactly what converts people into actually signing up. Btw, every trip I have ever done has sold out.
The content looks like it’s failing. But, the business result says otherwise.
That’s the danger of reading data without context - The opposite of The Grilled Lemonade Trap, if you will.
Today I’m going to show you how to actually analyze your email analytics - and use them to make smarter decisions for your business.
How many times have you read something here and immediately thought “I had no idea that’s how it worked”? How many costly mistakes have you avoided because you knew something you wouldn’t have known otherwise?
That knowledge came from years of trial, error, and real money spent figuring it out so you don’t have to.
And the price of that experience is a measly $5 a month, or sixteen cents a day (to put in into perspective).
So, if anything I’ve shared has ever saved you time, money, or a painful lesson learned the hard way (and I’m pretty confident it has) then I think $5 is a fair ask.
Once you subscribe you will unlock the rest of this article with a full lesson on email marketing best practices and understanding email metrics.
BTW - “PS- In case you are curious…” and “Lastly, before I go, a few cool things…” will always be FREE. But the guides, how-tos, and true industry knowledge (like this weeks email marketing guide) will now be $5 a month.
We’re in Miami for a few weeks! I have a bachelorette party to attend, and Will is taking the time to visit his aunt and uncle.
Last week I talked about being in the Hamptons and observing how people spend money. Miami is another great place for this.
It proves that people aren’t spending less - they’re just spending differently. Because believe me, people are still shopping here like it’s 2022.
What matters more than ever now is quality. The past decade has been all about the vibe check - read: clever branding wrapped around sub-par product. The future is all about performance.
It used to be cool to drop money on trendy items. Now it’s cool to buy things that are actually made well - because even the richest people in the world are started to feel like schmucks when they over pay for crap. Sorry drop shippers and Amazon PL brands - the jig is up.
Don’t worry - I’ll be sharing all my observations, and what it means for your brand soon!
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Is your factory ripping your off?
Free tips from social media are today’s equivalent of the Grilled Lemonade email - cheap, easy, and everyone is doing it.
Today I’m going to teach you some real strategy.
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