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Email marketing, from the craftsperson's perspective

I'm hesitant to hang out with other copywriters because so many of them are strictly technicians...

Here are the handful of aspects they obsess about...

Open rate.
Click rate.
Conversion rate.
Unsubscribe rate.


Just like in any industry, you have the technicians and you have the artists. But then you have the craftspeople.

Craftspeople combine the best qualities of the technician and the artist.

They understand that as important as the technical aspects of the craft are (no, we can't totally discount them), they never portray the entire picture.

Take unsubscribes, for example. This is a big one for people. We hate unsubscribes. I remember when I first started an email list, I had it set up to where I got an email notification every time someone subscribed and unsubscribed.

I lived and died with each email...

Subscribe? Yay!
Unsubscribe? I'm going to die broke and alone!

So I'll tackle unsubscribes here since that seems to be the biggest problem for people...

Let's say you send an email that triggers a ton of unsubscribes.

Well, maybe, that day, your email got passed around a lot. And maybe a healthy handful of people who got that email forwarded to them had no idea what it was about, didn't recognize your name, and so they unsubscribed, not knowing that it actually unsubscribed the original sender of the email.

And what about the sales you make from that email? What if, although you had a ton of unsubscribes, you have record sales? What now?

Or, what if that email was one where you drew a bold line in the sand. It explained (either directly or indirectly) what your mission is, who you serve, and who you don't serve.

So all those who unsubscribed just digitally spoke up and said, "I'm not the right customer/reader for you."

These people actually did you a favor by thinning out your list (and saving you money and space for new subscribers who are totally about what you do).

Hmmm... Now we see a different story about those unsubscribes.

So, get this...

If you captain your ship with too much focus on the dials, you'll never get a sense of the ocean.

Yes, dials are awesome. They really help. I'd say they're even required. But a true captain can close her eyes and feel the relationship between her ship and the ocean. She can see the shore through the rocky waters. She can know when to listen to the dials and when to listen to her intuition.

This is where the art comes in. This is where the dials become irrelevant. This is where the magic happens.

And this is why the craftsperson will always thrive.

As Ever,


P.S. Need a little coaching to become the best craftsperson you can be when it comes to email marketing and writing on the web? Maybe I can help. Here's that link for ya, captain...

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