One of my favorite quotes comes from John D. Rockefeller. It's on my wall and reminds me to keep planning my work and working my plan.
Rockefeller wrote:
"I do not think there is any quality so essential to success of any kind as the quality of perseverance. It overcomes almost anything, even nature."
Over the years, successful emailers have learned this lesson well. They know that they can't send an email just once and pray for great results. They have to create well-planned multiple mailing campaigns that make money over time.
A perfect example:
magazine direct mail subscription campaigns.
As you know from personal experience, these folks just never quit.
It seems as if the day you subscribe, the subscription renewal campaign begins.
Never mind that they're decimating forests . . . they go on and on, begging, hounding, cajoling until the 10th mailing that says, "This is the last time we can make this 90%-off deal. You'll never hear from us again." (At which point, of course, a lot of renewals roll in!)
Now I'm not suggesting that when you're emailing you go to extremes (the way the magazine publishers do) and tick off prospects, but for goodness sakes, don't throw in the towel too soon!
What you should do first is run some tests of subject lines, the offer, whatever. (Email is, of course, unmatched for its ability to test variables quickly and cheaply!)
Then create a thoughtful drip campaign. For how long? Until it stops making money! (Hey. You'll be wasting electrons, not forests, to get your message across.)
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