Justin Bieber's Secret To Legendary Email Strategy
In 2009, a barely pre-pubescent Justin Bieber released a single that shot himself straight into the hearts of young girls and made him the envy of many guys and struggling artists out in the world.
He released his hit single titled, "Baby."
Personally, I think the songs sucks.
That song is STILL is played on the radio and you can still hear a shrill of pre-teens singing every word of that song like their lives depend on it.
Even though the repetitive chorus, cheesy melodies, and high-pitched voice of J-Biebs isn't my cup of whiskey...
His marketing squad implemented a genius tactic that hit our psychology and made us force us to kind of like the song even though we HATE to admit it.
And it's a tactic that you could use for any platform in which you're using to build your business, especially in email.
His team took advantage of a psychological theory called, "the mere exposure effect."
By definition, it's an occurrence in which people show preference to things/brands/people with whom they are familiar. It's an effect that displays favor to the frequency of a brand awareness that can create a phenomenon of brand loyalty when faced with a decision. (I stole this definition somewhere)
Basically, the more you see or hear something, the more you start to like it, or at least, familiar with it enough that you feel some kind of comfort with it.
And that's a strategy you should take when it comes to content creation, whether that's email, FB ads, LinkedIn posts, going to groups, forums, or whatever.
Whatever you do, do it often.
There are some people who say only to post something once or maybe twice a week and never overwhelm your audience with your brand or message.
I say, screw that.
First of all, if someone gets tired of your online stuff and wants to unsubscribe or something, then let it be. The truth is that you two probably weren't aligned with you to begin with and that's the end of it.
In email marketing, if someone unsubscribes, then it's actually a good thing, here's why:
1. The cost of your ESP goes down or stays down since you typically pay for the number of subscribers you have.
2. Your email deliverability improves since your emails are being opened and engaged with, which puts the algo in your favor since your emails are deemed as important. (more time in the primary box)
3. You show your followers that you care about your work and are willing to show up every day.
4. Your messages improve because you start to think about how much awesome value you can give to people who actually align with you.
In the end, you build a loyal following.
There's a reason why Justin Bieber is still in the limelight or why a movie that isn't that good is suddenly up for an Oscar (looking at you La La Land and Argo) or why annoying internet 'gurus' are so well-known (looking you Dean Graziosi, get off my YouTube ads).
Plus, showing up every day to give your message is WAY LESS SPAMMY then only doing it sometimes...
Like, imagine someone you know but barely speak to suddenly wants to hear from you or asks something from you.
Don't you think that's a little too out of the blue, weird, and incongruent?
Which is why when it comes to content and email marketing, it's best to be consistent.
Alright, that's all from me today.
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I hope you have a great day,