Welcome to Do This Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for Do This, Not That, presented by Marigold.

And today, we're talking about something that everybody's going to be super angry at me about,

and that is okay.

You are not sending out enough email to your database. What? I know somewhere out there,

you're listening to be like, this dude's out of his mind. He has no idea how much I'm sending out. And I'm telling you, whether you're a business marketer or a consumer marketer,

you are not sending out enough email to your database. I'm going to explain to you exactly what I

mean and the frequency and what other people are doing. But before we get into all of that,

obviously you can't just send out garbage. Okay. If you send out meaningless garbage,

you know, book a meeting, book a meeting, book a meeting, here's our big discount, big discount,

big discount, and that's all you're sending out. That's just wallpaper. That's garbage. And no, you can't send that out

a billion times because that's useless. But if you're sending out good stuff, you need to be

sending out more. Here's the secret sauce about email marketing. Relevancy equals frequency.

The more relevant it is that stuff that you're sending,

the more often that you can send it. Okay. I don't care if somebody sent me an email twice a day, every day. If the emails were good and relevant, I want more. I hear this all the time,

and this drives me crazy. People will say, our email marketing doesn't work

because we're sending out too much. We're sending out too many emails. Wrong. That makes no sense.

You can't send out less email, okay, and get a lot more business. It just doesn't work that way.

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