#everything-marketing
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hey LS fam
I was going over our email strategy with the team last night and we need to make some changes. We had 1000 new subs during Q2 and 1000 people unsubscribed, not ideal!
We believe we are sending too many sales related emails and not adding enough value to our customers. So first off we will be sending more emails about the process, behind the scenes, product design, etc. and only send sales emails around specific sales.
would love to hear thoughts around this and how people here built out their emails lists?
Hey @Alan Scanlan!
There are a lot of factors that could be coming into play here, so it's hard to give an exact reason, but here are some questions to get you thinking:
- What is your subscription:conversion rate? (of those who sign up, who actually place an order?)
- What is your current email campaign cadence?
- What is your current strategy when it comes to exclusion segments with campaigns? Adding a video I made on why quality > quantity when it comes to building your email list:
Vouch for @Tobi Chapman !
@Wiehan Britz
Thanks for the tag @Anubhav Narula really appreciated.
@Alan Scanlan without going too deep into segmentation, sending cadence, etc, the below is a super key thing you bring forward.
not adding enough value to our customers
This is the very first thing I challenge our clients with. How do you know what they would value?
Too many DTC brands go straight into educational content without first validating if it's a message that will resonate with their customers. I for instance don't care much about behind-the-scene info when looking to buy X, so I'll ignore that email anyways... the next guy might appreciate it more. So even varying your content angles can fall flat, and I've seen it happen maaaaany times, especially since it's hard to measure it's impact as it's usually not directly tied to an immediate sale. Does it reduce your unsubscribe rate? Sometimes, sometimes it doesn't do anything, especially if people unsubscribe due to volume of sends, and not necessarily the content of it.
Unsubscribe is also tied to "I'm not in the market to buy any longer", so it's not always the email content or messaging. It's especially true for higher ticket items.
BTW; LOVE the assemble video on your homepage, it's slick!
thanks for that @Wiehan Britz, very much appreciated 🙏