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GEP

The power of email

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I've posted about this subject before, just want to share another quick story about how much more powerful email marketing is, compared to social media.

The past two years, I have participated in an online show/sale of cups. Last year, I sent a blast email to my email subscribers about it, and I posted about it on facebook and instagram. My five mugs sold out in under 10 minutes.

This year, I decided to skip the blast email, and just use social media. I was theorizing that my email subscribers prefer to go to my shows in person, and social media followers are more likely to not be local enough to do that. I only sold three mugs on the first day. Two days later, and person on instagram asked me for instructions on how to buy. Instagram does not allow hyperlinks, so I had to describe how to get to right website. Cumbersome, but it appeared to work, the fourth mug was sold that day.

Two days later (yesterday), the fifth mug was still not sold. I posted on facebook about the last mug. I did not bother with instagram, because I could not link directly to the mug listing on instagram. Nothing happened. 

Three days later (today), it was still not sold. I had scheduled a blast email about a show coming up this weekend. So I edited the email this morning to mention the last unsold mug. It was sold 30 minutes after the email went out.

Just remember your email subscribers are far more interested in your work than anyone who follows you on social media. Next year, if I do this cup show again, I will not skip the blast email!

Edited by GEP

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