Taylor Swift

One of my clients just sent a bunch of emails I wrote for her to her list.

One of those emails was about Taylor Swift. That email got a 3x higher click-through rate than the second-best email.

(It even outperformed the “hey, this is your last chance to sign up for this offer” email — which NEVER happens. Usually you make the most sales on launches during the first day and the last day. It was very surprising that this email did so well.)

My first thought was, “what’s the lesson here?” Why did an email about Taylor Swift perform so well?

One possibility is that the Taylor Swift email did well because Taylor Swift has been in the news. In that case, will my client’s audience respond well to other emails about trending news stories?

Another possibility is that my client’s audience responds well to stories about successful women. In that case, would an email about Rihanna do well? Would an email about Oprah Winfrey do well?

I ask myself this question anytime I see any kind of marketing copy working. I ask myself why it’s working. Then I do more of it.

If you want to boost your conversion rates, you should do this too. Go into your email sender and look at what your top-performing emails of all time are.

Analyze them. Try and figure out what they have in common. Then write about similar stuff in your sales pages, in your welcome emails, et cetera.

Want me to do this for you? Reply to this email if you’re interested and I’ll give you more details.

-Theo