From Inbox Abuse to Optimal Email Impact

A few months ago a new client asked me to create a series of emails to promote their new online course.

I asked them what they wanted their email sequence to look like. They told me, “Well, we have a plan for ten emails to send over the course of this campaign.”

They wanted to send 10 emails over the course of two weeks to their list.

That’s what I call inbox abuse, and it’s an easy trap to fall into!

If you're going to send an email to your list, think about what is the exact purpose of that email.

If it's a series of emails, like in an email campaign, what is the exact purpose each email in that campaign serves?

Depending on the type of campaign, you can usually get the results you’re looking for by sending no more than four emails.

Also, experiment with reducing the length of your emails to around 150-200 words.

Your audience will love that it doesn’t take five minutes to read your emails. It shows you respect their time by not sending an email just because the technology is available.

When it comes to sending an email to your list, what’s the purpose and will this be worth their time?

Copy and Content for Thought Leaders is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to the Copy and Content for Thought Leaders Flash Briefing by visiting bit.ly/CopyContentFlash and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”