My biggest pet peeve

Howdy {{ subscriber.first_name }},

My biggest pet peeve about our industry (even though I know peeves make terrible pets) is...

When people major in the minors.

I'm talking about people getting caught up in little things that make you feel busy, but don't actually "move the needle."

Case in point:

I was once meeting with a business owner who was very stressed about her audience segmentation. She wanted to make sure their email campaigns only went to very specific people.

We spent half an hour talking about who should get the message, who shouldn't, and how to make sure that nobody will ever be annoyed by her marketing emails.

Many such cases. Cases are many and such.

But I finally got this owner to stop worrying about the audience segmentation issue and focus on the big picture.

"Let's step away from the segmentation for a moment and just focus on the quality of the content," I said.

For the next 30 minutes, we wrote a BANGER email for her plumbing services. The email was entertaining, insightful, and had a great call to action.

When we finished writing it, the business owner looked at me and said, "This email is awesome. How can we make sure everybody gets this?"

Yes, making sure your customers don't get irrelevant messages is important. But at some point...

You just have to send content so good that people are delighted by it even if they don't need the offer it's promoting.

My team can help you with this, too. Suss us out for yourself here:

Talk soon,