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AP 0934: Do Shorter Emails Work Better?

AP 0934: Do Shorter Emails Work Better?

By Pat Flynn on

AskPat 934 Episode Transcript

Pat Flynn: Hey, what’s up, everybody? Pat Flynn here and welcome to Episode 934 of AskPat. Thank you so much for joining me today. As always, I’m here to help you by answering your online business questions five days a week.

We have a great question related to email from Scott today, but before that, something else related to email, and that is 100Emails.com. This is a website; it’s actually just a domain name that I bought, but it redirects to a challenge that I offer to you for free. It’s 100Emails.com. What that does is. for those of you who are just starting your email list, you sign up and every day for 3 days, just 72 hours, I’m going to send you one email that’ll help you go from zero emails to 100 emails by the end of it. It’s helped a lot of people get to 100. Some people have gotten up to 500; I even had one person using the strategies that I talk about in that email sequence get to 1,000 emails using those strategies. Then, they’ve since built out their email list using things like ConvertKit and whatnot. You can just take it from there. 100Emails.com, and that’s where you go. Sign up. It’s a free challenge and the cool thing is it just encourages you to do these things to help you start building your list. 100Emails.com

All right, now here is today’s question from Scott.

Scott: Hi, Pat. Scott from New York City here. I’m putting together an email auto response list in ConvertKit, which I got on your recommendation and I’m very happy with. Thank you for that. While doing research on emails, I noticed that yours have seem to have gotten shorter recently. Is that something you’ve done intentionally and do you find it to work better for you? Thanks for everything you do. I think you’re awesome. Cheers.

Pat Flynn: Scott, what’s up? Thank you so much for the support and the question. I appreciate it. Have I intentionally shortened my email auto responders? No, not intentionally. Now I’m going to go back and look, although I will say that I’ve gotten a lot more intentional with my auto responders. Not intentionally shorter, but intentional with the messaging that I’m sharing and who I’m sharing those messages to. The biggest thing that I did recently that was quite major and quite significant was the tagging and the buckets. Now, what I mean by that is having people—either through the actions that they take on the website through different things that they download, or where on the website they subscribe to based on what articles they are subscribing from, for example, or having people self-select into specific buckets, for example beginner bucket and advanced bucket, etc.—I have it broken down mostly based on how much money one might be earning or whether they even have a business to begin with at all.

This is really helpful, because now in the auto responder sequences I can know who to send messages to and for what and who to not send certain messages to. For example, if I have some great information about advanced SEO strategies that I have in my archive and I want to send that to people who are on my email list in a sequence just to kind of resurface those old articles, which is a great strategy, I’m not going to put that into the sequence of people who haven’t even started the business yet. I mean, imagine not even knowing anything about online business and then all of a sudden getting this advanced SEO stuff. It’s going to overwhelm you. It’s going to make you think that like, you’re in the wrong place or that I am not the right person to learn from. That’s not what I want to happen. I want people to know that I am the right person or that I am the right person . . . Sorry, the emphasis was in the wrong place. I am the right person to learn from, and so based on where they’re at, I’m able to serve them with content that makes sense for them based on what they’re learning on or what their interest is.

That’s the biggest thing that I’ve done lately, and perhaps some of those emails are shorter. Some of them are shorter and have been intentionally that so that I can get to the call to action much sooner. A lot of times those call to actions are essentially responses that I want. If I ask, for example, “Hey, what are you struggling with most right now?” I don’t have to spend a thousand words to ask that question. It’s very direct. It’s because I want that call to action to happen sooner. If you see a lot of short emails for people who are experienced copywriters and email writers, you’re going to see that mostly it’s probably because they have a very, very important point to hone in on and it’s just very clear or a very important call to action that they want to happen, and they don’t want people to skip out and potentially bail reading the thing before that call to action happens.

No, I haven’t intentionally shortened my emails, but I have been much more intentional with my emails, with the call to actions within those emails, and to whom those emails get served to.

Scott, thank you so much for the question. I appreciate you and I look forward to serving you in the next episode of AskPat, and everybody else listening to this as well. Scott, I want to send you an AskPat teeshirt for having your question featured here on the show. For those of you listening, if you have a question that you’d like potentially featured here on the show as well, just head on over to AskPat.com and you can ask right there on that page. Thank you so much. I appreciate you. Again, make sure you check out 100Emails.com. You can get started right now. All you have to do is sign up and I’ll walk you through the rest of the process in 72 hours: 100Emails.com.

Then finally, to finish off, here’s a quote, a short but a good one from George Herbert. That is: “You must lose a fly to catch a trout.” Thanks so much and I’ll see you in the next episode of AskPat. Bye.

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