There’s one word, one idea, one philosophy I have when it comes to email marketing that almost always gets me in “trouble”. 

Virtually everybody I speak to has a hard time understanding why I recommend it. 

And that word is: 

Frequency.

That is by far the #1 thing I get challenged on.

Most people can’t just fathom why I recommend sending emails frequently and preferably, daily.

There are several reasons for this, but I think I can condense the reasons into 2. 

#1: What are you optimising for? 

Most people are optimising for the highest number of opens and lowest number of unsubscribes. 

If that’s the kind of person you are, firstly, I think you are wayyyyy off. 

You are literally scoring on the wrong side of the pitch. 

But if you’re sure that’s what you want, then you can safely ignore my great advice about email frequently. 

Me on the other hand? 

I optimize for relationships and sales – a totally different game from what most people are playing with their email marketing.

But if your goal is to build the strongest relationship you can with your list and get the maximum amount of sales, then hearken thee to my wise words. 

#2: You can’t build a relationship talking once a week:

If you are optimizing for relationships and sales (which is a by-product of relationships), then emailing frequently is your best friend. 

Why? 

Well, think about it in your personal life. 

If you are dating or married to someone, would you talk to the person once a week? Once in 2 weeks? Once in 3 weeks? 

Of course not. It is ludicrous. 

Quixotic even.

You have to talk, play, interact, gist, fight, argue often

And if you are most normal people, that will likely be every couple of hours.

Of course, you are not “marrying” your email list, but the principle is the same. You can’t build a strong relationship talking to your list once a week. 

You need that frequency, baby!

I hope this makes a lot of sense. 

I explain more about this frequency ideology and other email “best practices” in my book: “Your Email List is Your Wife”. 

I believe it is the perfect book to get started with if you are not used to my unusual ways and you can get it for free here: 

ikonmedia.net. 

You just need to supply your holy email address and name. 

And my secrets shall be safely sent to your inbox. 

Fola.