This isn’t the email I was going to send today.

I had another email all lined up in a new system that I’ve been trying.

It all looked like it was going well.

  • They were keeping out the spammers.
  • They had a basic, but well thought out way to build landing pages.
  • They’d actually thought about conversion tracking (more on this in a moment)
  • The pricing even looked competitive.

But when it came to doing what an email system is supposed to do it fell flat.

An email system is supposed to make the tills ring.

And as anyone who has ever had a manager or a client should know.

You don’t just do a job, you tell whoever’s paying you how well you did it.

In email that means making sales and then reporting on your sales, so I know where they came from.

The very thing that they were trying to pitch as a differentiator fell flat. The sales tracking was so weak as to be useless.

I’m getting somewhat used to this. The chasm between the promises on a sales page and whether it’s actually executed well enough to be of use.

But in this case I was really annoyed. It wasn’t some nice-to-have feature just to add another item to the list, it was the core reason for the product existing, and they fluffed it.

I’ll give them some time though, I’ve made a note to have another look in a couple of months, because this is important to me.

Having an email system at an entry level cost that reminds you to actually make sales every time you open it up would be a game changer.

Here’s a thing I discovered about the very best direct response marketers.

I learned if from people who were high up in Readers Digest, once one of the biggest mailing lists in the UK.

I learned it from catalogue marketers like Nigel Swabey (if any of you are old enough to remember the Innovations Catalogue, that’s him).

I learned it from George Davies, founder of Next – the most profitable catalogue business in the UK – and from many many others.

Great marketers don’t need to be technical, but you do need to know your numbers.

Marketers who don’t know the impact they’re having are just artists with a corporate sponsor.

If you don’t know who your best customers are, and where they came from, you can’t grow.

You’ll just be throwing mud at a wall and hoping that some of it sticks.

So, for now, and probably a few years more, I’ll be sticking with my setup of ActiveCampaign, ThriveCart, and some nifty spreadsheets I rustled up.

Because every good direct response marketer loves a spreadsheet.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


The other email was about how I built an email list worth $20million.

If you want the story about that, just click here and I’ll make sure you get the case study

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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