David Molina sent a $99 offer to 90 carefully chosen email subscribers and 4 bought, making $400. He argues that targeting small, responsive segments beats blasting everyone, and replicating this across multiple groups could work better than traditional Black Friday campaigns.
For Black Friday, I had a hypothesis and I sent this to this very small list of 90 people. The wind's hitting again. So I sent it to this really small list of— well, segment, I would say— of 90 people. And it had a $99 price tag. And I sent it to them, and out of those 90 people— you gotta flip it— out of those 90 people, 4 people bought. And that's it. $400 made out of a segment of 90 people. Now, like, imagine if you could make that on every email of just like 90. I don't know if you're in marketing or whatnot, but sending an email to 90 people and getting $400 back, that's not small. That's a pretty like responsive list, and I like that.
