About an hour ago, I was sitting on my desk, as the non-existent wife (whoever that is) studied for her college final in the next room...

And thought I'd go make some pop-corn.

It's a lazy snack for a hot Monday afternoon.

The moment the first kernel popped I came to understand the shocking truth:

Email marketing is exactly like popping corn.

Yes, yes... I know.

I sounds like a dumb idea.

Well, this IS a Jay Makoni email, and half my ideas sound dumber than a retarded hooker in a crack house till I explain them.

Now, popping this corn made me come up with what I want to call...

Jay Makoni's Three Pop-Corn Laws of Email Marketing

And here's how they go.

Law #1: Corn will pop if left on the fire long enough.

Meaning, if you leave pop-corn on the heat...

It's not going to pop right away.

It takes a few minutes before you hear the first "pop".

Same thing with emails.

If you expose your subscribers to your emails and your messaging long enough, some are bound to buy sooner or later.

Email marketing is a war of attrition... fought in the customer's mind.

Now, on to next one...

Law #2: Not all kernels will pop at the same time.

After a few minutes in the oil... you'll hear the first pop.

Then the pops start to ramp up as more and more kernels start popping.

Before you know it, several kernels are popping per second with enough force to force the lid off the pot.

This is a demonstration of the fact that the kernels do not pop all at once.

Some pop sooner.

Others pop later.

Some don't even pop at all(and they're pain in the ass when you find them at the bottom of the bag, or bowl)!

Same thing applies with your subscribers.

Not all of them buy at the same time.

Some buy right away.

Others after a bit more time.

Some buy after weeks, or months.

And many, won't even buy at all.

What makes one subscriber buy won't necessarily make the other subscriber take action.

All subscribers need time.

How much time, though depends entirely on the subscriber.

Now, on to...

Law #3: Unpopped kernels will eventually burn, and the flavor will spoil the rest of the popcorn.

Okay, I've been guilty of this... several times, actually.

If you try to brute force the unpopped kernels by applying more heat, they will burn.

When they burn, the smoke will taint the already popped corn and ruin your batch.

It only takes a few burnt kernels to ruin the whole pot.

It's the same thing when it comes to your email subscribers.

Now, this is less of an email copy point, but more of an email marketing point.

You see, some subscribers are just never going to buy from you.

In many cases, they stop reading your emails for months.

The problem, with this is if the list is big enough they start to affect your open rates.

Eventually, you might end up with enough people NOT opening your emails that you get blacklisted... or forever smote to the spam folder.

This is what happens when you try to brute force non-engaging subscribers.

Sometimes it's easier to accept that your relationship with them has run its course and get them off your list (or move them to a different chunk of your list, or a different segment your normal emails don't hit).

A growing number of non-engaged subscribers can tank the whole list if not handled properly.

... and with that, I've just shared Jay Makoni's Three Popcorn Laws of Email Marketing.

Anyway, that's all for today.

If you want to let me know what you think of them...

Send your replies to jaymakoni@outlook.com.

Till the next wave of madness...

Vae Victis

Jay Out.