More Emails, More Subscribers

Liam gives the answers . It's as simple as that .

It's really important and in some cases it's essential if you want a customer acquisition cost that actually makes sense In today's economy . Things have shifted a lot and the impulse boy is gone from a lot of subscription boxes . Sorry , but it's simply the truth . Back during covid , people would see ads .

They'd pull out their credit card , they'd sign up on the spot . They had a lot of money . They were sitting at home , not a lot of things to do . The climate was completely different . Now there is so many different subscriptions and people are more cautious about what they sign up to . In a lot of cases they need to be convinced to sign up .

They're not going to just pull out their credit card and sign up on the spot , and that's why follow-up and email marketing is so important . Now the good news is , if you take your follow-up and email marketing very seriously , you can greatly outperform your competitors who just aren't doing the right things . Let's jump into it .

November and December were the best two months we've ever had in BusterBox . They were even better than anything that happened a few years back , when ad prices were ridiculously low during the pandemic , and that was all down to one simple change we were sending way more emails than we've ever sent before .

Now this sounds so simple , but I guarantee the majority of subscription box owners aren't doing this . Now let me explain exactly what's happening here . Up until very recently , we were sending three sales emails a week . Then we were doing resends to people who never opened them .

The schedule looked something like this On a Monday a new email would go , on a Tuesday , a resend . A Wednesday a new email . Thursday a resend . Friday new email . Thursday a resend . Friday new email . Saturday a resend . And Sunday a rest day .

We had an email going out every day except Sunday , and we kept this schedule running for about four years and it worked really well for us . We got a lot of people signed up . Now most of the emails we were sending were well-designed , graphic-based emails and they pushed people heavily into our intro offers .

Now they always performed well , so we just left them as they were . But during Q4 we decided to make a change and test some new stuff . So we dropped the graphic based emails and switched pretty much fully to text-based direct response emails . We found that these worked and resonated really well with our audience because they felt very personal and actionable .

We also increased the number of emails we were sending . Instead of sending three new emails a week , we started sending two a day . We would hit the list at 11 45 am and then again at half seven in the evening . If the first email performed well , we would build on it in the evening and send a forward or just repurpose the email a different way .

If it flopped , we would completely change direction halfway through the day and come up with something new . Now the reason why this worked really well was well , one of the reasons . It gave us multiple chances to sell each day , which resulted in our new subscriber numbers going through the roof .

A lot of days we managed to sign up 100 to 200 new subscribers per day . Now , if you're on the BusterBox email list , you would have noticed these changes , and before we finished up for Christmas , I wrote 36 new emails and we scheduled them to go out . Every day we weren't there .

This resulted in us having our best ever period during those few weeks at the end of December , when it's normally pretty quiet . Now , if you're thinking of doing something similar in your business , there are a few important things you need to consider . Number one a consistent supply of fresh leads .

We collect thousands of new leads every single month in BusterBox , and this helps our email marketing perform very well . Our sign up flows and squeeze pages collect new leads all day , every day . These are high intent purchase leads , not the rubbish leads you get from giveaways , where you need two million of them to sell 20 subscriptions if you're on subly .

They recently released a brand new feature that allows you to mimic the buster box selling up flow and that will seriously help you collect a lot of leads . If we didn't have a steady stream of fresh leads , this would not work , because we'd burn out our entire list really quickly . The same applies to your business .

If you want email marketing to perform at any level , make sure you're collecting fresh leads every single day . Number two copywriting is very important . I would highly recommend spending time improving your copywriting skills , especially if you want to increase the number of emails you're sending .

We try our best to be entertaining , which keeps our leads engaged and our list healthy . We write all different kinds of emails Funny story-based , bizarre direct offers , emotional , logic-based . We switch things up frequently to keep things fresh . So our One thing that definitely does not work is AI slop .

Ai is a tool and it can help , but if you're using it to generate the most generic , bland AI copy possible , you won't get far . You can spot AI copy from a mile away and all that will happen is you'll burn out your list .

The good news is the majority of your competitors are blasting out AI slop regularly , so with just a small bit of effort , you can drastically outperform them . Number three having multiple intro offers helps . Number three having multiple intro offers helps . This isn't 100% essential , but having multiple intro offers helps keep things fresh .

We've been alternating between five different intro offers over the last few months to ensure our leads don't get bored with our emails . Don't get bored with our emails . There are only so many emails you can send about one offer before things start getting very repetitive . Here are the offers .

We've been switching between A free bed , a free bed and blanket , a free box , a free camera , a free projector . Also , different offers attract different kinds of customers , so another benefit of switching offers is that you get different types of people signing up to your box . This is why I'd recommend switching between offers when possible .

Increasing our email volume and switching to text-based emails has been a serious game changer for our company . It's one of the reasons we've been able to push forward and unlock our next stage of growth in a very tough UK economy . Now I don't know if we will keep up this amount of emails going forward In Q4 , it made a lot of sense .

Now that we're into February , we've actually cut things back a bit , but we're still sending a lot of emails . Should you do this ? That's completely up to you . The point of this podcast was to share my own experience about something that worked really well for us .

A lot of people will say you should never send that number of emails , and I completely understand why you don't want to come across as spam and really annoy people . Now I can tell you from my own experience . This never happened to my company . All we got from increasing the number of emails we were sending was positive things .

We got more people signed up than we would have thought possible and we dropped our customer acquisition cost while doing this . If I was you , I would test different frequencies to figure out what performs best for your business . During certain months of the year you may ramp things up and in other months of the year you may slow down sends .

But yeah , there's no one size fits all approach that works for every single business . Every single situation is unique and I've learned anyway , sometimes the general opinion about things can be completely wrong . So test yourself to figure out what's going to work best for you . Hope you enjoyed this episode .

Just as a reminder , the Subscription Box Experts Academy actually opens tomorrow . So if you're interested in joining , head over now to SubscriptionBoxExpertscom and join the waitlist . I'm only opening this to 50 businesses and I'm pretty sure it's going to sell out really quick with the amount of people that have joined the waitlist .

We'll be back next week at the exact same time and , as always , if you have a question you want answered on the show , head over to subscriptionboxresourcescom , join the free facebook group and post your question there . Chat to you next week . Bye , bye .