We all look for some kind of routine in our days, whether we mean to or not. We set the alarm for the same time, eat the same breakfast and work set hours.
Evenings are no different: if you’re a “El Hormiguero” fan, you watch it; if you’re into “El Intermedio”, you watch that.
If your show isn’t on one Wednesday, you miss it. You might even get annoyed.
Why?
Because it’s part of your routine and you’re used to it. Without it, your day isn’t complete.
Still with me so far?
Well, lots of people add one more thing to all these little routines: getting an email about marketing and copywriting every day at exactly 5 p.m. Some read it right then, others in the evening, and others with their cup of coffee the next morning.
In this article I’m going to walk you through the daily email strategy (also called the Seinfeld Method) and, once you’ve read it, you’ll know:
- Whether it can be a profitable strategy for your business (spoiler: yes, whatever kind of business you have)
- What the benefits of sending an email a day are
- How to come up with ideas EVERY DAY so your subscribers get a quality email that adds value and sells your products or services at the same time
That last point is really important: the goal of this strategy isn’t to entertain your subscribers with stories or teach them something “just because”; in every email, on top of that, you’re going to sell.
Aggressive?
Not… if you know how to do it.
Where does the daily email strategy come from?
There’s an American (if something has been invented in online marketing, it almost always comes from there) called Russell Brunson, who has made a fortune in digital business and who gave this strategy its name.
The name (the Seinfeld Method) comes from the show that Seinfeld, another American comedian, had on TV every day, whose episodes each told a story that had little or nothing to do with the others.
The strategy consists of sending (at least) one email a day, in which the person who receives it gets entertainment, educational value and the chance to buy a product or service.
These are the three elements that usually show up, although the mix changes: sometimes the sales element will matter most, other times the educational one, and some emails will be (almost) pure entertainment.
So who’s crazy enough to write an email a day?
The best known of them all is Ben Settle, another American, who sometimes sends three or four emails in a single day and is a true master of the noble art of writing them.
Here in Spain, Isra Bravo is one of the best known, with a very particular, aggressive style. And for several months now, I haven’t missed my daily date with my subscribers either (you can check it out by clicking here)
5 benefits of sending a daily email
● Being there every day
You can be on Instagram and post four times a day, and you still can’t be sure your message will reach your followers (that’s the algorithm for you). But an email… an email ALWAYS reaches the inbox. The worst that can happen is that it lands in the SPAM folder and, even then, it’s still up to the subscriber whether to open it or not. Do you know of any social network that guarantees your message will reach everyone?
● Getting to know your subscribers much better
You’re going to write a lot, and that’s going to get them writing to you a lot. They’ll tell you what they think of your writing, your products, your services, your business, what they want, what they’re afraid of… and that information is pure gold when it comes to offering them what they really want.
● Loyalty (from buyers and non-buyers)
Someone who opens your email every day is someone loyal. Someone who, even after buying from you, still wants to keep getting your emails. Unlike social media followers (some bought, others brought in by ads, etc.), the people here really want to be here; if not, they unsubscribe.
● Sales. Many more sales
Many marketers argue that the more emails you send, the more sales you make. Ben Settle says so, for example. And I’ve seen it for myself with my own clients. Here you’ll have (at least) one email every day. In other words, (at least) one chance to sell every day. And the sales (again, speaking from experience) come in.
● Mental and business agility
There are two options here: you write the daily email yourself, or you hire a copywriter to do it for you.
If you write them yourself, you’ll see how it gets easier and easier to think of new topics and write those emails that may seem like a real mountain right now. And even if you don’t write them yourself, you’ll see a whole host of angles on your business (that’s what hiring a good copywriter does) that will help you define new lines of action and create new products.
Is the daily email strategy for you?
I’ve mentioned Ben Settle, Isra Bravo and myself as examples of people who use this strategy.
All three of us have something in common: we’re copywriters and we make a living from writing.
So it’s easy to think: OK, this technique is easy and makes sense for you, but… what about people whose business isn’t about writing?
Well, I have to tell you (you may be interested, you may not) that this strategy works for them too.
I’ve seen it in different industries and I know first-hand that the results are very good.
One of them is real estate investing. Think about it: it’s a topic that’s always in the news, and people interested in it will always want to stay up to date.
Another is psychology. It’s 8 p.m. (or whatever time it is) and you know you’re going to get an email that will help you understand yourself better and manage your emotions, and that then offers you something (paid) to make that improvement faster and more effective.
Those are two examples, but there are more: golf, travel, therapy…
Think of the daily email strategy as a way to stay in constant contact with your subscribers and help them every day for free. When they’re ready to buy… who do you think they’ll ask?
Step by step: how to build this strategy into your business
1. Have something to sell
As we’ve said, one of the foundations of this strategy is selling… and for that you need something to sell. If you’re a business, you’ll have it (it doesn’t matter whether it’s a product or a service). And if you don’t sell anything… well, keep in mind that you have to sell something for people to buy from you and keep your business going.
2. Have a list (big or small) to sell to
There’s no point sending emails into the void, or to three people. You need a list. It may be small at first, but it will grow (through word of mouth as well as different actions you can take). Here are a few ideas.
Although quantity matters, quality matters more: they should be people who might be interested in what you sell. A thousand vegetarians on the list are no use to someone who sells meat, for example.
3. Create a welcome sequence
This is one of the keys to this strategy.
Why?
Because from the start you’re going to tell your subscriber that you’ll be sending lots of emails (you can say it in general terms like that if you’re not sure you’ll be sending daily at first) and that they can unsubscribe at any time.
If you already have a list and want to switch to this strategy, just send an email explaining it and saying that anyone who doesn’t want to receive them should unsubscribe. No fear. Just confidence.
4. Write an email every day
Here’s the part that seems impossible. Maybe you’re thinking “If it takes me hours to write a good email… how am I going to do it every day?”
I’m not going to give you a magic trick or a secret technique, because there aren’t any. And if someone tells you otherwise, they’re lying. But I am going to tell you how I do it.
When your mind is focused on writing a daily email, lots of everyday situations will serve as an “excuse” or starting point for your email. In my case, I have a notebook where I jot them down. Then you connect that situation with the educational content you want to share, add the sale, and you’re done.
Example: Yesterday I went to play basketball, sank eight three-pointers in a row, but my brother didn’t believe me → It doesn’t matter what you do in your business if you don’t communicate it well → Copywriting service.
See? You take a lesson from an everyday situation, then connect it to the sale. Try it for a week and you’ll see how new ideas come up (use the same strategy for your email subject lines).
As the weeks go by, this task will get easier and easier.
Are you ready to try this strategy in your business?
There are two kinds of online “learners”: those who read and read, and those who read and apply. I’m increasingly one of the latter, and I like trying out new ideas and strategies in my own business and with my clients.
That’s how it went with the daily email strategy, and that’s how I recommend you do it, whether on your own or with a copywriter (if they’re comfortable writing emails, so much the better).
To get started with some inspiration, you can subscribe to my list here, see how I do it, ask questions… and in a few days or weeks, take the plunge yourself.
This closeness and consistency is one of the most effective ways to build customer loyalty through email.