The 5th principle

Xristopher Bland was awake.

Awake to the 5th principle.

He was hired to revive an email list that had gone cold.

With an open rate of 2%, he needed a miracle.

Actually, he didn’t.

Bland simply did what savvy marketers do: he approached the issue with surgical precision, a dash of creativity and a lot of empathy. 

Bland retrieved five principles from his marketing training. If I were to guess, I’d say it was the 5th principle that made the biggest difference.

The 1st Principle: You don’t drive traffic; You attract it.

The 2nd Principle: Focus on micro-conversions.

The 3rd Principle: Put your customer’s needs above company whims.

The 4th Principle: Email is a conversational channel.

The 5th Principle: People are people. 

People are people.

It’s easy to forget. It’s convenient to think of an email database as a list that must be optimized.

In reality, every email address represents a real person with real problems. Visualizing them as such makes it easier to resonate.

With these five principles, Bland helped Optimal Health & Wellness lift its open rate from 2% to 21%. 

People are people.