Campaign-based email sends only go out for launches, sales, or restocks. The approach feels intentional and gets attention because messages are rare, but Jimmy Kim and a guest explore why this strategy backfires.
Campaign-based sending, which means that you're only sending email when you have something to say, new launches, sales, restock, collabs. What do you think about this one?
Yeah, I'd say this is probably the second most popular approach, right? I think the first is what we just mentioned a couple times a week, and then there's this, and then there's the daily. This is more of kind of like, quote unquote, like the quality over quantity approach. Where you maybe send 2 emails one week, 0 the next, 5 during a launch, and it's very sporadic.
Okay. So what's the upside here? What do you think?
I'd say with this, this is more, you know, kind of for those folks that feel like they quote unquote wanna be intentional, kind of feels more intentional and kind of really like there's a goal in mind. You're not just emailing to email. And when you do show up, people pay attention because it's, I guess it's rare, right?
Yeah. And what about the downsides?
This is the inconsistency, right? Your list forgets about you, and when you finally send an email after a couple weeks of silence, your deliverability has the potential to tank because an ISP flags you as frankly inconsistent.
