Amlot notes

Remind me what you do again

You never only see one yoghurt advert.

One of the pitfalls of sending email newsletters along with all the other things that you have to do is that you send them and forget them. That's like trying to sell yoghurt by printing exactly one poster. No one does that.

When you’re creating an email “campaign”, plan more than one message right away. Create curiosity in the first email, engagement in the second one, urgency in the third, and so on.

In the non-profit sector, we've found repeatedly that about 33% of donations come from reminders, not the initial email.

Do it. Do it carefully, do it well, and honestly. People will respect that.

Or you’re leaving 33% of the money on the table.

This Amlot note was published on

October 11, 2023