• http://www.readerviews.com Irene Watson

    Thanks for posting this info. I specifically agree with your comment “If their needs change, if they lose interest, they’ll tell you by unsubscribing (since you make this so easy).” That’s the beauty of the opt-in/opt-out system. It gives the subscriber the “control” of what they want and don’t want.

  • Matt Scherer

    Brian,

    This is excellent work. I am going to forward to a couple of colleagues. Awesome stuff……

  • http://meediax.com Soji Adeyanju

    Great article.

  • PJ Christie

    Oh no, I literally despise email marketing. I did my share of it. If I have painstakingly tracked open and click rates over several months and generated warm leads from cold contacts, can I check this box and move on?
    From an agency perspective, I have removed email marketing for my clients as a service to be provided. This is a service much more appropriately accomplished in-house. Only one client in the hundreds I’ve had in the last ten years has trusted me or my staff to their golden list of email addresses. And this was only in the face of complete incompetence of the business owner’s family member.
    But I have scientifically and incrementally measured improvements, A/B tested, segmented, and scrubbed.

    • http://conversionscientist.com Brian Massey

      You can lead a horse to water…

      • PJ Christie

        Well I am open to getting it going for my own business again. I can’t deny that it got results before. Let me get through this refocus of Big Wheel and I will probably have some ideas worth getting out there.

  • Will Lindow

    I am two “classes” into the course and already taking lots of actionable notes. Great stuff Brian. Thanks!

    • http://conversionscientist.com Brian Massey

      Thanks so much for letting us know, Will.

  • Robin Herskowitz

    Ok. This was super helpful. I believe our potential donors and partners WANT to hear from us, but I’ve been grappling with the medium to deliver the message. The point you’ve made: If I’m telling them something they want to know, they’ll stick. If not, they won’t. The key: make it relevant. THANKS!

    • http://conversionscientist.com Brian Massey

      The biggest danger is that the right ears not hear our message. Thanks for the comment.