Hey Jordan,

With a list of only 250 your numbers might still be a bit skewed, but taking everything at face value I think those numbers are a bit low. Mine are about double for example.

The bigger concern for me is email 3 and 4 with just 8% and 0%. It's normal to drop in a repetitive LTO. But you want the main content to get better engagement if the LTO is to connect. Because keep in mind with a 4% open rate on your LTO, that means that 60% of your subscribers to make it there are actually buying your music. That number dramatically showcases the need to get those stats up.

Getting those numbers up is a matter of changing the copy. The purpose of the subject line is to get them to open. The purpose of the email copy is to get them to click. The purpose of the content that they click on is to get them to engage. Adjust accordingly.

Hey Jordan,

Correct, you would never want to be misleading. But enticing is a must. There is a fine line between the two.

Going through 5 emails in a single post is a bit of overwhelm, but I did read emails two, three, and four as the problem started AFTER email two.

I had a lot of little thoughts about this word or that word, but above that stuff one thing really stood out to me...

I felt like the language and themes were pretty crass and at best, youthful. From what I remember, you are having the most success targeting an older crowd.

Your second email says "music is like a fart" and then goes on to make your case. I can't speak for your audience but this turned me off. It was just kind of gross. There was also language in email three about "being pissed" all the time, and references to being "awesome" (which is fine but very youthful), and there was a lot of grammar mistakes throughout.

You would probably lose me at "music is like a fart" as well, and that appears to be what has happened. 

So my take is that, while you have put a lot of energy into creating ads that connect with an audience, you haven't applied that same filter to your emails.

Unless I'm mistaken and your ads are suddenly connecting with 25 year olds, I would personally overhaul this language to be more gentlemanly, and correct the grammar mistakes. I'm imagining a 45 year old woman seeing your ad and thinking you're a cute guy with a great voice and then suddenly your fart bombing their inbox 🙂 That would be a message to market mismatch.

I hope all of that is taken with the direct, honest, light hearted tone that is intended and not as critical or demotivating.

I'll stress it again though, you know your audience better than I. That is just my impression. What are your thoughts?

Cool. Glad you didn't take offense. I'm a ridiculously bad speller myself and I'm a paid writer. So I hear ya. But I think it's important based on your demographic.

My concern would be that you are turning some of the people off early in the funnel and so your engagement is down by the end of it. Point being, it's usually the email BEFORE the one with the bad stats that I look to for the problem. That big drop in opens after email #2 looks to me like you are loosing them between email #1 and #2. But those that you don't lose convert well.

To my mind, (based on what you've told me about your demo), you have an audience of older women who get a great vibe from your image, vibe, and sound. What I feel from your emails is quite different. You seem "sweet" in the ads but like a bit of a hooligan in the emails (at least to me). I have no doubt that you make that work in person. But I don't think it's working in these emails. It's really key that any successful brand be consistent. If you want to be cheeky then start off cheeky and reflect that in your ads, imagery, and targeting. If you want to be sweet, then be sweet throughout. Right now it's like going on the first date with the really well mannered guy and then finding that he's actually a bit rude on the second date... if that makes any sense. If you had been cheeky from the start then the people that connected with you initially would still feel connected. 

I can't guarantee that this will solve your problem, but this is what I would address first.