They need more content

Okay, here's another trait I have that I'm not sure other people possess.

Maybe they do… but I can't tell for certain.

By the time I'm done with the email, probably you might understand.

So here's the thing: whenever I listen to a certain song over and over again, I tend to tune out.

That is, I become oblivious to the song's lyrics.

Except of course, when I pay attention to it.

And I see this a lot as I've subscribed to ecom emails lately.

Take a hypothetical brand for example, JAI's supplements.

So JAI's supplements would send me a 50% discount off email.

Fine, that's strike 1.

I mean graphic, discount heavy emails leave a lot to be desired but then again let's ignore that.

Then this brand goes ahead to send the same email, with a different headline, slightly tweaked body copy or worse, the exact email on repeat.

Now, I understand that they might be A/B testing… maybe.

But here's something else that happens when subscribers receive the same email over and over again, they tune out.

Same way it just becomes a blur when you see the same ad over and over again, so it is when the emails get stale.

You lose your subscribers’ attention even when you have something worth saying.

And an A/B test (assuming that's what the brand is doing) that loses your subscribers attention isn't worth running.

On the other hand, here's a more likely reason: lack of content ideas.

Now, if you're following along, you might be wondering, content?

Yeah, content.

You see, when an email marketer or agency sees emails as content instead of opportunities to sell, repurposing emails becomes a common occurrence.

And that’s because the mindset shifts from selling to generating Opens, Clicks, etc, which do not matter as much as the top 3 email metrics: Sales, Read time, Replies.

Once again, food for thought….

JAI