Email Pro: Open Rate Is a Vanity Metric

And I mean, the beauty of email is you can plan those out, schedule them, create flows.

You know, where do you come in working with a client? What is kind of like your strategy or your roadmap for working with them?

Right.

So when we come in, if it's let's say it's a B2B client or a coaching client or a consulting client, we come in and the first thing we do is we send what's called a nine word email.

something invented by a marketer named Dean Jackson.

And it's like a really short email meant to get people to raise hands.

We send it to like all the leads or the prospects sitting in the list, whoever bought.

And we just ask them, hey, are you still interested in whatever it is we're selling? And then we'll typically get like, depending on the sizes of lists, like 100 responses up to like 300, up to 500 responses.

In one case, we ended up getting over a thousand responses because he had a really engaged list.

And so we use that to generate like a really, really quick win for a client.

And because our clients aren't that sophisticated with email marketing, when we come in and do that for them, it's like we're doing magic almost because they've never seen that happen with their list.

And so that's what we typically do for the B2B.

For an e-commerce client, we come in and we check what kind of flows they're missing and And we try to install those first.

And then we like to get quite a lot more aggressive with the email frequency.

So most e-commerce brands, if they're doing email marketing, Halfway competently, they'll be emailing like three times a week.

We'll increase it daily, sometimes several times a day, depending on how many segments they have available.

I have one client of mine that's an e-commerce brand that they're paying me on performance.

So on doing promos, I'll send like eight emails a day to different segments.

And so like we get really aggressive with the email as much as we feel like the client can tolerate and the list can tolerate.

We actually got a warning from Klaviyo the other day saying you need to be a bit more careful with your email frequency or emailing too many unengaged people, which I feel is a skill issue from Klaviyo's side because they ought to know that open rate metrics are like a vanity metric.

And the only thing that matters is the revenue.

Yeah, you know, I think the whole concern is just getting blacklisted, right? It is, it is.

Because nobody runs their own email infrastructure except for a service like Bento.

So they're all using, you know, what are the services like Mailgun or SendGrid or whatever.

Everybody pretty much uses the same services.

And I mean, the beauty of email is you can plan those out, schedule them, create flows.

You know, where do you come in working with a client? What is kind of like your strategy or your roadmap for working with them?

Right.

So when we come in, if it's let's say it's a B2B client or a coaching client or a consulting client, we come in and the first thing we do is we send what's called a nine word email.

something invented by a marketer named Dean Jackson.

And it's like a really short email meant to get people to raise hands.

We send it to like all the leads or the prospects sitting in the list, whoever bought.

And we just ask them, hey, are you still interested in whatever it is we're selling? And then we'll typically get like, depending on the sizes of lists, like 100 responses up to like 300, up to 500 responses.

In one case, we ended up getting over a thousand responses because he had a really engaged list.

And so we use that to generate like a really, really quick win for a client.

And because our clients aren't that sophisticated with email marketing, when we come in and do that for them, it's like we're doing magic almost because they've never seen that happen with their list.

And so that's what we typically do for the B2B.

For an e-commerce client, we come in and we check what kind of flows they're missing and And we try to install those first.

And then we like to get quite a lot more aggressive with the email frequency.

So most e-commerce brands, if they're doing email marketing, Halfway competently, they'll be emailing like three times a week.

We'll increase it daily, sometimes several times a day, depending on how many segments they have available.

I have one client of mine that's an e-commerce brand that they're paying me on performance.

So on doing promos, I'll send like eight emails a day to different segments.

And so like we get really aggressive with the email as much as we feel like the client can tolerate and the list can tolerate.

We actually got a warning from Klaviyo the other day saying you need to be a bit more careful with your email frequency or emailing too many unengaged people, which I feel is a skill issue from Klaviyo's side because they ought to know that open rate metrics are like a vanity metric.

And the only thing that matters is the revenue.

Yeah, you know, I think the whole concern is just getting blacklisted, right? It is, it is.

Because nobody runs their own email infrastructure except for a service like Bento.

So they're all using, you know, what are the services like Mailgun or SendGrid or whatever.

Everybody pretty much uses the same services.