The great direct marketing teacher and direct response copywriter, Dan Kennedy, once taught that to get results you must have impact AND repetition.
And therein lies the issue with one-shot email blasts.
They have very little impact, only being seen by a small percentage of your list.
And they have no repetition – by their very nature a one-shot email blast has no repetition built into it.
A campaign, on the other hand, consists of multiple copy pieces. From the multiple emails based on the same topic to the landing page that is unique to the campaign and the retargeting emails and ads on Facebook and Google.
A campaign has repetition. A campaign — if done right — has impact.
For these reasons alone you should always think in terms of campaigns.
And yet I’m on dozens of email lists whose owners talk about a different topic every time they send an email — never capitalizing fully, or going deep enough, on any one topic to have the impact and get the response they desire.
A quick fix:
Every time you write an email, ask yourself:
“What else could I say about this?”
“What unanswered questions does this email raise?”
“What commonly held beliefs do my readers hold about this topic?”
And so on.
Questions like these will produce ideas for subsequent emails on the same topic.
Next, instead of jumping from topic to topic, spend a week or two writing only about that one topic.
Then spend another week or two on your next topic.
After 6 months of doing this you will have covered 12 topics in greater depth than most of your competitors…
…and the people on your email list will see you as an expert on the topics you write about.
After 6 months… review the topics that struck the deepest cord (and made the most sales). Repeat those topics in the next 6 months.
Drop the topics that didn’t sell any product.
It’s a simple shift in thinking.
And can make a huge difference to your results.