Get a peek behind the curtains of my Kit account and newsletters. Here’s the best overall email that I sent out last month. I’m sharing all the metrics and my thoughts on why it worked.
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Transcript
What’s up? Liz Wilcox here, the fresh princess of email marketing. You are listening to the email sound booth podcast. This is episode 57, which I can’t remember if I already said that, but whatever. I want to share my best performing email from November. Uh, you know, Transparency is key here. I am a lover of emails and you like me are probably nosy.
Like what, you know, it’s not like social media, right? Where we can see, Oh, that real got a hundred likes and she’s got a thousand followers. That’s a lot. I’m going to do a real like that. It’s not like that with email, right? We can’t see how. The email performed, right? So I want to share with you now you can go to episode 37 or episode 19.
I do this every single month, uh, to get those like best of, uh, but let’s go into November now. I’m going to remove, uh, you know, any emails that were just sent to my membership, my membership, those are my best customers. Those are my repeat customers, right? Cause they’re giving me 9 a month. Uh, Every month, uh, and so those always perform well, you know, customers, y’all people think that, uh, you know, you create a community and then you can get customers, but it’s really the other way around.
Customers create community, they invest. They take action, they share, okay? Write that down. Well don’t, you’re probably driving. But commit it to memory, okay? Customers create community. Excuse me, I was sharing that because you know, people are always looking out for those Monday morning emails I send them so those are always like my best performing emails, so I’m going to omit those.
So I am going to look at my weekly newsletters, which honestly in November, I did daily newsletters almost, almost every single Monday through Friday. Um, and I’m also going to look at sales emails because November was my Black Friday sale. Yesterday’s episode, episode 56, I talk about, did I hit my 250, 000 goal for Black Friday?
You’ll have to go listen to that to hear the answer. Um, but So we’re going to look at newsletters. We’re going to look at sales emails. So let me look at my notes. And honestly, this month was really hard to decipher. I sent a lot of emails. I sent 51. different emails, right? And that’s not counting the ones I re sent to unopens, which typically I do not do.
Uh, this is a whole nother podcast. Uh, but when it’s very, very important, sometimes I do re send to unopens. So I sent a lot of different emails, but I think I’m going to go with for the best performing drum roll, please. I think I’m going to go with my cart open email. So this was sent November 25th. I think like 7 a.
m. in the morning. I didn’t write it down. It was pretty early in the morning eastern time. Um, Now this did not have like the best open rate of all my emails. It had about a 48 percent open rate, uh, but it had a high click rate, 2. 7, which was high, uh, for the month because I sent so many freaking emails. Um, but I want to say I made about 120 sales from this one email alone.
So yeah, that feels like ding, ding, ding. We have a winner here. Um, I think. What contributed to the success of this email is it’s quick. It’s to the point. And I had built up so much momentum around the launch of my annual pass around my Black Friday sale. So when they saw the email, the people that wanted it opened it.
They clicked. They bought right that feels successful. This email was sent out to 8690 people Uh, so basically everyone on my email list got it. That was not a part of my membership So was not a pass holder and was not even part of the nine dollar a month email marketing membership plan, right? so Uh the open rate again.
Yeah, okay So it was 48. 6 that honestly, especially for an open rate opening day cart open email is low for me. Usually open cart email, this one in particular with the same subject line, pretty much same content, uh, is a 50 percent or above, but whatever. I still think it was the best email. I think the lower open rate, honestly, I think I did a good job of before the launch even happened before the cart was even open.
I sent these daily emails. I told everyone pretty much. all they could know about the annual pass. So only the people that wanted that annual pass opened and clicked on it, right? Some people were automatically opting out, right? I don’t need the annual pass, not going to buy it. So they’re not opening. So I don’t necessarily look at this lower open rate as you know, the opposite of success, like as a letdown, I look at it as yeah, some people.
just weren’t ready to buy. So they didn’t open because literally the subject line is, you know, cart open, right? Um, so yeah, I, I think, I think that’s a win. So the, the, the subject line was cart open and a pop quiz because I inside of the email, you know, it was like, Hey, the cart is open. If you’re ready to buy, click over, which I think is why we saw a higher click rate.
Um, but then it was like, are you not sure here is a quiz to see if you’re ready. And then it had like some check marks, some check emojis. And it was like, you. you’re already making money from your email list. Your email list grows every single day without you needing to work hard at it, you know, stuff like that.
And so it was a way of kind of self selecting. And it was like, you know, if you can’t check off these, you need the annual pass click here. Right. So that was my best performing email list. in November. Super proud of it. 120 sales. That’s, you know, over 12, 000. Yeah, that is a successful email. Honorable mention, one that isn’t a sales email.
So remember I said I was sending daily emails. Those daily emails were number one, a way to show my credibility and authority within my space. They were usually really short to the point telling people, Hey, Liz Wilcox, I am really good at email and you should learn from me. Uh, and then also number two, they were to grow my wait list to build up, uh, how to show me how many people were actually interested in my annual pass, right?
That’s what I use my wait list for. Um, to, to give me a clue. good indication of yes, these people, not that they’re going to buy, but they are interested. I had over a thousand people on my wait list in 30 days, um, out of You know, around, um, around 10, 000 people. So I think that’s a pretty good interest rate, uh, not, you know, shout out mortgages, right?
Um, so I sent out one email called click one, please. And thank you. But the please was PLS and the thank you was T Y click one, please. And thank you. And then I had like a little heart emoji, uh, and that got a 60. 8 open rate. And a 4. 2 click rate. So this email was to get the wait list to gain interest about the annual pass and to get people on the wait list.
So it was, you know, Hey, when you join the annual pass, I’m going to do these three live events. Which one do you think I should do first? And so it got a lot of clicks on those, or it was basically, you know, like a vote. Vote, vote for your favorite, right? Or vote for the one that’s most important to you. So this is super successful in just awesome open rate, awesome click rate, but it also is successful because I got to see where people’s heads were at, right?
The majority of people wanted me to do the list building stuff first. So I know that. Number one, my people need list building and they know it, uh, which means number two, I’ve been doing a really good job at kind of, uh, making that problem itchy, if that makes sense, bringing it up because one of my main selling points for the annual pass was, is whatever.
I knew it was going to be, hey, you need to grow your list. We’re going to focus on list growth. In the new year. And so when I saw people clicking, yes, we want the list growth activity. First, I knew I was doing a good job and I knew that my sales emails and the direction I was going with the annual pass in 2025, it all was aligned.
So that gave me the confidence that my sale was going to do well, that I could write the sales emails around that positioning that I had been working on. And, you know, the, the daily emails. And the way I was seeding certain things wasn’t working. All right, so that is November. Thanks for listening. Uh, I’d love for you to hop into the email sound booth, Facebook group, and let me know what your best performing email in November was, or any questions you have about these, you can also go into the show notes, uh, and read that best performing email.
I put a link there, uh, for you so you can see my cart open email. And seriously, if you’d like the cart open email, go ahead and swipe it, save it for yourself for the next time you open your cart. Uh, in the meantime, if you are loving this podcast, I’d love for you to, uh, leave a review. Uh, and after that, of course, stay tuned for the next episode of the email sound booth podcast.
I’m Liz Wilcox. You are awesome. And I’ll see you soon.