André Chaperon & Shawn Twing – Art of Email (AoE)

Art of Email

Relationships Email Marketing Manifesto

12 minutes of reading

“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” — R. Buckminster Fuller

WJames did not answer his phone when it rang at 5:00 AM on October 1, 2018. His son called thirty minutes later, and recognizing the number, he answered.

Thirteen years before, only half of it was possible.-way around the world, Barry’s phone rang too.

Both calls came in from the Karolinska Institute, Sweden. That’s the organization that chooses recipients for the Nobel Prize in Physiology or Medicine.

Barry Marshall, an Australian citizen, and his long-lasting friendship-Robin Warren and his time colleague were awarded the prize for 2005. In 2018, James Allison, a blues harmonica-playing Texan, was awarded the prize along with Tasuku Hojo.

Hungarian-American Katalin (Kati) Kariko hasn’t been called yet. It’s impossible to know if she ever will. For now, she’ll just have to be satisfied knowing she helped save tens of Millions of lives.

There are many more.

James, Barry and Kati share something in Common. Each of them challenged the accepted wisdom in their fields. Each saw something others didn’t.

Each survived for decades of As a result, they were ridiculed by their peers. They were heretics and worked at the margins in complete obscurity.

Until they weren’t.

Conventional wisdom can be funny. Most of The time it saves us of trouble. It can also blind us to possibilities.

Email marketing hasn’t been around for very long, but it still has plenty of established ‘wisdom.’ Most of These ideas were passed down from the past-school ‘Mad Men’ Like Eugene Schwartz, Claude Hopkins, and David Ogilvy.

Buy, buy, and buy, now, this is the time-You can also-It is a common refrain. Grab your audience’s attention and do whatever it takes to “get ’em on your list” Make the sale as quick as possible

Big idea-driven curiosity, over-The-Top ‘ethical bribes,’ A false urgency and a dizzying array of upSells, downSells, cross-sells — whatever it takes as long as you sell, sell, sell…

And let’s be honest right up front — in the right markets, with the right offers, the right audiences, and the right resources, this approach can and does work.

Until it doesn’t.

If you’ve been in the boardrooms and around the water coolers of the biggest names in direct response marketing you’ll know they’re scared. The world is changing rapidly and their tried-and-true methods are not working anymore.–The true playbook of Their tactics are crumbling before their eyes.

On the surface, it’s sunshine and unicorns. But, behind the scenes, it’s common knowledge that the sun is setting on high-pressure, hard-Selling tactics

Change is not a prisoner, and neither is the new normal.

Some U.S. Federal Trade Commission (FTC), offices have already been closed of the worst offenders — plenty of 8-As a consequence, 9-figure businesses were destroyed. Hundreds of Millions of Sales in the millions and dollars of employees gone — poof — overnight.

And big tech companies like Apple and Google are rewriting their rules, focusing on privacy and protecting their customers’ experiences (and their inboxes).

It’s not easy.-sell tactics and unethical marketing aren’t the real problem.

The Real Problem is that we have conventional wisdom in our corner. of These are the hard things, according to the universe-Selling tactics are the Only Online success is possible.

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It has been more than forty years since its inception. of Combining our experience with projects we have worked on and working with hundreds of clients, we know that’s just not true.

Actually, the majority of The hard work, the time-Counter-sales tactics include selling techniques-productive.

They’re often the result of The Law is a term that describes something. of the Instrument — better known by the phrase: “To a person with a hammer, everything looks like a nail.”

What can we do instead?

We’re glad you asked.

Lean in for a moment and we’ll share a Secret that might just change your world…

But, before we do that, we need to show you where we are and point the way to where we’re going. Let’s start by looking at a 10,000′ view of email marketing’s so-Conventional wisdom.

It all begins with an assumption (usually left unsaid) — that’s some variation of “I have to act FAST or people won’t buy and I’ll lose that opportunity FOREVER.”

This assumption leads to three rational decisions.

First, do whatever it takes to grab an audience’s attention! Curiosity-driven big ideas, over-The-Top “ethical bribes,” social proof, contrived influencer / affiliate endorsements — whatever it takes to “get ’em on the list.”

SecondGo for it immediately! Persuasion, pre-Suasion (maybe a little). coercion…), engineered urgency — who doesn’t love countdown timers and limited availability notices to move a prospect over the finish line?

ThirdMaximize customer value! Upsells are a great way to increase customer value!-Cross promotion: time off-sells, forced continuity — and, if that doesn’t work, maybe a downsell to put some money in the bank.

Then, once they’re on your list, run them through your “email gauntlet” of Back-End and affiliate offers for every drop of Your new customers will bring you value as soon as possible.

This churn-and-burn approach is certainly valid. Hard work.

To keep the party going we have to add names to the list faster than we’re losing them. But that’s the business we’re in — gotta scale bro, right?

Wrong.

So. Very. Wrong.

Here’s the problem with conventional wisdom (and this is the secret we mentioned before) — it’s A house of cards that’s built on a lie.

If you believe that you have to act fast or people won’t buy, the churn and burn email marketing philosophy makes perfect sense. But here’s the thing — most people who buy eventually WON’T buy quickly.

Ever.

Let’s look at the numbers.

Legendary marketer Dean Jackson has analyzed his customers’ extensive data and found that only 15% of People who purchase within the first 90 days of their purchase make it in less than two years.

Everyone else — 85% of People who buy — don’t make a purchase until AFTER 90 days.

That means there’s FOUR TIMES THE OPPORTUNITY waiting for you after three months — if, and only IF, you don’t Screw It should be raised.

Let that sink in for a moment … it’s (Very, Very, very) important.

If you’re starting to feel a dull ache in the back of Your brain (or pit) of your stomach), we get it. Once you see reality, it’s hard not to be affected by it.

The problem we’ve been told we need to solve isn’t really the problem. This, on its own, is difficult to manage.

But wait, there’s more…

It is the bigger problem. the choices we’re making based on what we Think Problem is, it makes things worse!

(Re-read that last part again…it’s Very important…)

Let’s unpack this idea and see where it leads…

We think the problem we’re trying to solve with email marketing is that we have to act fast or we’ll lose an opportunity to get a customer.

If we believe that, we do our best to grab our audience’s attention as quickly as possible, we do what it takes to get a sale as fast as possible, and we pull out every trick in the book to maximize short-term customer value.

We then run them through an never before-Ending series of Offers until recipients stop paying attention actively (unsubscribes refunds or ignore our emails).

However, the problem we’re trying to solve in this scenario isn’t the real issue.

The overwhelming majority of our customers won’t buy from us in the first 90 days no matter what we do.

And, here’s the worst part — all of the things we’re doing to solve the imaginary problem make people LESS likely to buy from us in the future!

You’ll want to re-read that and let it sink in…

Ugh.

” …the righter you do the wrong things, the wronger you become.” — Dr. Russell Ackoff

There is a solution for everyone, fortunately. of We can do it with a simple shift in our thinking

We have to challenge our conventional wisdom. Kati Kariko, James Allison, Barry Marshall are some examples of this.

Prior to Barry Marshall’s work, the medical community believed that peptic ulcers and many types of Stomach cancer was caused by stress, overproduction and spicy food of Stomach acid

Marshall proved that it was possible to live for decades. of He discovered that conventional wisdom was incorrect and won a Nobel Prize for Science in 2005. of the bacterium H. Pylori’s role in causing peptic ulcers.

Despite decades of Barry Marshall, despite criticism from his peers revolutionized ulcer treatment. He was right all along.

James Allison was inspired to write his eighth book-He plans to become a science teacher in the fourth grade. He was a summer worker in a laboratory. of His senior year at high school and then he took an immunology course.

Allison “shook off immunotherapy naysayers and made believers out of everyone when he figured out how to turn the immune system against tumors.” He was awarded a Nobel Prize in 2018 — the first prize given for cancer therapy in 28 years.

Allison created a completely new form in the process. of Cancer treatment that has saved hundreds of Thousands of lives.

Katalin (Kati) Kariko, a Hungarian-Biochemist by birth, she has spent her entire life studying messenger RNA (mRNA).

“…for many years her career at the University of Pennsylvania was fragile. She migrated from lab to lab, relying on one senior scientist after another to take her in. She never made more than $60,000 a year.”

Dr. Kariko’s ideas were “against the conventional wisdom,” David Langer, a neurosurgeon colleague, was quoted in the New York Times.

Her work was rejected in leading journals. It was not widely published when it finally appeared.

The world collapsed.

“Chinese scientists posted the genetic sequence of the virus ravaging Wuhan in January 2020, and researchers everywhere went to work. BioNTech designed its mRNA vaccine in hours; Moderna designed its in two days.” Source: NY Times.

Kati Kariko, along with her colleague Dr. Drew Weissman were vaccinated for Covid on December 18, 2020-19 at the University of Pennsylvania…

“A senior administrator told the doctors and nurses rolling up their sleeves for shots that the scientists whose research made the vaccine possible were present, and they all clapped. Dr. Kariko wept.”

If you have a question we haven’t answered, please reach out.