We are here for Ask Us Anything from Do This Not That. This is a super short episode where all week long we get in work questions and we get in ridiculous questions.

And we try to tackle one of each. And if you want to

submit a question, you can go to jswettelson.com slash podcast. And there's a big button there. And you

could submit any question you got. And we will try to tackle these mysteries of the world. So let's get

into the work question first. We got a question from John from Irvine, California.

You know what's there? That's totally overrated, In-N-Out Burger. There you go. I said it.

We don't have In-N-Out burger in Florida. If we did, I wouldn't go. It's not that great. It just isn't. Sorry, don't at me or whatever. Best fast food burger? That's not John's question.

But it's a Big Mac. I would go a Big Mac. You know it's gross? Five guys is gross. Sorry if you're

listening, Five Guys. I like White Castle. I just don't know if that's around anymore. Anyway, go with the Big Mac.

What's John's question? Here it is. Jay, we had someone reply to a sales email from four months ago,

and we were shocked. Now we're wondering if we're missing a ton of opportunities because we

weren't thinking about traffic from old emails. Are we crazy? John, you're not crazy, but you're

missing a massive opportunity.

And I think business and consumer marketers are not really aware of the long tail of email marketing and how you can benefit from it in a massive way.

So let me share with you some stats and some data that might kind of blow your mind and then we'll get into what you actually should be doing.

So first off, over 20% of all clicks, whether it's a business or consumer email, over 20% of all clicks on emails will occur after the primary offer expires. What does that mean? Your consumer marketer, you send out an email

says 20% off ends Friday. Your business marketer says last chance to register for the webinar

that's on Thursday. 20% of all the clicks on those emails are going to occur after the offer expires, after that sale is over, after the

webinar is over, people are going to still click on that email.

Now, here is the wild part.

The lifetime value of new customers who respond to an email after the primary offer date

is 200% higher than those that respond during the regular offer period.

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