.png)
This year is all about breaking old habits and forming new ones.
Drinking tea? Check.
Sending emails a few times a week? Check. Uncheck. Well, sort of. Sometimes. I did it last week!
Running every Sunday? Check... and then uncheck.
After years of lamenting that I don't move enough, I recently joined a little run club. Every Sunday, half an hour in Prospect Park — one of the only big patches of green in the littered maze of concrete that is Brooklyn. First we run, then we spend ten minutes discussing a section of a self-improvement book based on the Tanya (a work about Jewish spirituality and psychology through a Chassidic philosophy lens, written by Rabbi Shneur Zalman of Liadi in the late 18th century.)
This run club is the project of my friend's ambitious 20 year old daughter - let's call her Miriam.
Her mom - my friend - posted the ad on her WhatsApp status. A few other people replied to her with interest, and she told them, "Reach out to my daughter."
Waddaya think happened? Mostly nothing. I was one of the only ones who reached out.
Hardly any of the rest took the next step.
Why? They're clearly interested.
It's called....
Friction.
It is very, very hard to get people to take action. Even the ones who want to.
Replying to the WhatsApp status of someone you know? Easy. Reaching out to another contact to get the info? That's a whole 'nother thing.
You've got to make it as simple and frictionless as possible for your customer to do what you want them to do.
What's the opposite of frictionless?
I'll tell you what:
The majority of ecom promo emails that land in my inbox.
Like the Father's Day email from a gift brand that I got this morning. Before I'd scrolled a single inch, I was hit over the head with seven categories. Cooking gifts. Geeky gifts. Outdoorsy gifts. Gifts under $50. Gifts for the dad who has everything. And it kept going.
By my count, there were 50+ links in that email.
Including a section at the bottom with non-Father's day related items "handpicked from my recent favorites."
What did that email want me to do? Everything.
So I did nothing.
The email right below it? Stacked nine category buttons into a single grid, plus four more "shop this item" links above it.
Pick a lane, friend!
These aren't emails.
These are mini websites in the inbox.
Problem is, when people open emails, they aren't in shopping mode.
The email's only job is to win ONE click and convert a passive inbox-scanner into an active site-visitor.
You give someone twenty doors when they're just browsing emails, they walk through none of them. They get overwhelmed and close out.
One open door, though? They might step through.
And this isn't just me being opinionated. Emails with a single CTA get 371% more clicks, and 1,617% more sales, than emails with a bunch of links.
One analysis of 229 million emails found that the moment you cross three CTAs, your click rate drops. That email clutter is costing you.
Don't feature ten products or even six. One product. One category. One collection. Maybe two. Absolutely never more than three.
You've got a lot to share with your customers? Awesome!
Don't cram it all into one monster email.
Instead, send more emails.
Four good, interesting emails per week with one CTA each will out-sell one email a week with twenty links.
So... here's MY single CTA. It's been a while since I reminded y'all about everything I do. Get a taste of all the money-making fun you can have with me here: https://chavyhelfgott.com/about
Keep it simple,
Chavy