The 5 outcomes of an email blast
When I send an email blast, one of five things will happen.
Someone unsubscribes. This is the one I’ve dreaded the most. The resistance told me not to send email blasts and newsletters and sales emails because I might annoy people. Then they’ll unsubscribe.
Someone doesn’t see it. This one doesn’t really matter, because if they don’t see it, it doesn’t bother them, and it also doesn’t help them.
Someone sees my name in the subject line, but doesn’t read it. This isn’t bad, because it keeps me at the forefront of their mind. I don’t fade into obscurity like many of the other creators out there. Instead, even when someone doesn’t read my email, they might subconsciously think I’m the kind of person who consistently shows up.
Someone reads the email. This is ideal for me, because then I’m able to bring them education, encouragement, or empowerment. That’s my mission after all, and I can bring that directly to their inbox. That’s a big win.
Someone buys one of my products. This is the biggest win of all, because I put a lot of love and care into my products, and only release them when I’m super confident they can have an outsized impact on their business. If someone decides to invest their hard-earned money into one of my products, they’re having a real experience with my work.
Even though three out of five of these reasons are positive, the first reason kept me from sending consistent emails in the past. But it’s silly to think this way. It’s just resistance. Email marketing is permission marketing, which means I’m only sending emails to people who signed up to receive them. They gave me permission to contact them, and here I am not doing it, because I think they might unsubscribe.
An unsubscribed contact is ostensibly the same thing as an uncontacted contact. So why not send the email? Post the video? Shoot your shot? If someone wants out, they can opt out. But we’ll never grow our community of people who really opt in with us unless we shoot our shot with them.
