This week I'm working on a campaign for my client's new group coaching program.

Originally, they wanted to start the program in August but decided to push it to September because many people in Spain and Italy go on vacation in August.

I think this was a smart decision.

They were thinking about their leads as real people with real lives.

This is the #1 thing to remember when writing emails.

You're not just writing to 50,000 subscribers.

You're writing to 50,000 individuals who are living full lives outside of their inbox.

This is an idea that often gets lost in marketing.

"What's the open rate?"

"What's the CTR?"

"What's the upsell conversion rate?"

People talk in numbers and statistics and sometimes lose sight of the fact that an individual human is behind each number.

When you keep this front and center it not only helps with the actual writing of the email, but it also helps with the strategy.

Here's what I mean:

In case you can't see the screenshot, it's a message I sent to my client breaking down the promo dates and explaining why I set it up that way.
​
​"If we do it in July, I wanted to close before the end of the month in case people are packing/getting ready for their Aug vacations"

Sometimes an email promo or campaign doesn't work because of timing.

One could argue that people might read the emails if they're stuck in the car or at the airport.
​
But what if they're not in the right state of mind to actually absorb the information or make a decision?

Kids are yelling. They're rushing. They opened the email, then got distracted.

That's why it's important to keep these individual people and their lives top of mind when you write emails and when planning when and how to make an offer.

​
​

Talk soon!
Lette

P.S. Of course there's never a guarantee, but that's what's so great about testing! You can always review what may not have worked, tweak it, then try again.