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I've spent 8 years building Legiit. I employ about 45 people across six continents. Millions of orders...
...and I still send more email than almost anyone in my space.
Think Big Minute #9
If your audience isn't complaining, you're not sending enough.
Here's why, and what to actually do about it.
Every marketer will tell you the same thing.
"Don't email too much. You'll burn the list."
"Respect the inbox."
"Quality over quantity."
It's almost all wrong.
Here's what's actually happening on most email lists.
The people on it forgot they signed up. They don't remember your name. They don't open the one email you send a month because it looks like spam to them... because functionally, it is.
You spent money and time getting them on the list. Then you went quiet. Now you're a stranger trying to sell them something twice a year.
No wonder the list doesn't convert.
I run it the other way.
If my audience isn't complaining, I'm not sending enough.
That's not a clever line. It's a diagnostic.
Complaints mean people are actually reading.
Silence means they're not.
The inbox is binary. You're either in it or you're not.
Same rule for ads, posts, outreach, and every other channel.
People are way too conservative on effort.
They give up on a channel because they think it's tapped. They haven't done enough reps to know.
Enough reps is when more reps stop producing more results.
Almost nobody ever gets there.
Here's how to actually do this without destroying your list.
Email at least 3x a week. Daily is better. If that sounds insane, you've been conditioned by people who don't sell anything.
Stop writing "newsletters." Write the thing you'd tell a friend over coffee. One idea. One story. One point. Ship it.
Let the unsubscribes happen. The people leaving were never going to buy. They were dead weight telling you they were dead weight. Thank them and move on.
Watch the right number. Not open rate. Not unsubscribes. Revenue per subscriber per month. That's the only number that tells you if your volume is right.
When complaints come in, read them. Some are signal. Most are noise. The signal ones will tell you something real about your offer or your tone. Fix the real thing. Ignore the rest.
Don't apologize for showing up. No "sorry for the extra email today." No "I know you get a lot from me." You're sending because you have something to say. Say it.
I've had people unsubscribe with long angry notes about how often I email.
I've also had people buy three days in a row because I emailed three days in a row.
The second group pays for the business. The first group was never going to.
Your list is an asset that decays in silence. Every week you don't email, the people on it forget you a little more. By the time you show up asking for the sale, you're a stranger.
The people with the biggest businesses in this space aren't the ones emailing the least.
They're the ones who stopped caring about looking polite.
Think Big.
Your competitors already read this every morning.
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