so i’m doing another hospital stint, as you might have guessed after my now infamous “what’s your excuse” email.
infamous, because it might have hit you 6 or 7 times.
if that happened to you, i’m sorry.
whether or not you got several copies, here’s what happened, what i’m doing about it, and what you’ll gain from it.
as i mentioned in my last message, i was having an inconvenient fever. it was days before the end-of-month deadline i’d given you to subscribe and the end-of-month deadline i’d given myself to create.
i did what i had to do. i finished the work. sent the final email. then i went to sleep.
the following day, i went straight to the doctor. and just as i predicted, they chained me to a bed, kicking and screaming.
so it took a little time before i noticed the angry messages yelling back at me:
“SIX EMAILS!? What’s YOUR excuse?”
if it were just one person, i’d have thought nothing of it. but it was more than that.
when i logged into my dashboard from my mobile, i saw a notification that i hit my sending limit and needed to wait 2 weeks. wtf!? i have a DAILY limit of a million messages. there’s no way.
taking a closer look, i realised that THANK THE LORD ALMIGHTY, i had a failsafe in place. i’d “only” sent 5,000 more emails than i intended before sending was interrupted.
i cancelled the message until i could get on my laptop to debug. thankfully, my sending reputation was unharmed.
you might recall, years ago, i decided to move away from 3rd party service providers. i was sick of them controlling me and telling me what i could do with my data and customers. instead, i started to self-host EVERY tool my business needs in a single dashboard.
then, earlier this year, i taught three different courses to help you do the same thing.
well, what you might not have realised is that the tool package i assembled for you guys was in many ways better than my own setup.
specifically, my mail tool was a premium plugin named Mailster. if you were a Business Command Centre student, however, i turned you to a far superior plugin called MailPoet.
you might be wondering if MailPoet was so superior, then why didn’t i use it too?
i wish i had.
i wish i could have.
the truth is, i drooled over MailPoet for months. its developers built it beautifully–their code is so readable, so clean, so well documented. best of all, it’s open-source and has an active developer community improving it every day.
Mailster, on the other hand, is coded by a single fellow.
and as such, his code is limited by the single man’s abilities.
the code is ugly. it’s poorly written. hard to follow. impossible to debug. and worst of all, it’s undocumented. in fact, it appears to go out of its way to create anti-documentation!
so why in God’s name am i still using it? especially if it makes mistakes that embarrass me?
when i adopted Mailster, i also built a lot of custom code around it. and this is the part of my message most relevant to you.
you see, when i decided to self-host, i did it so my customer data could be my own. but a byproduct of owning all the tools, as i quickly realised, is that i could make the tools work the way i thought they should.
like, i had some crazy ideas about how someone should be able to subscribe to hear from me.
and what kind of information should be tracked to identify buying signals.
and how to use that tracked information to get more buyers.
and how i should be able to create an email or target who should receive it…
and i implemented all those crazy ideas!
but Mailster was at the center of it all.
so, separating my business from Mailster and moving to a different mail plugin is akin to performing a head transplant.
not something anyone in their right mind would be looking forward to performing…
after months of putting it off, and because of the “what’s your excuse” email fiasco, i’ve finally lost my mind and decided to make the move this month.
i don’t want to bore anyone with the actual code changes i have to do–i.e., the surgery itself–which is the hard part now.
instead, i want to tell you about the high-level stuff. the marketing theory behind what i had envisioned. which is to build:
an ideal information marketing platform to make buying as frictionless as possible.
ideas that were too ambitious or wild that never made it and others that did.
like my password-less “magic” links i invented and how i implemented and secured them…
…or the weird things i want to track that even MailPoet doesn’t (and probably nobody else does) and why i know these are strong signals before buying…
…or the only valid (and very compelling) reason a good marketer should use templates to create email…
…or why i don’t segment or want subscribers to subscribe to a specific “list” and how i’d instead target them (when and if i ever need to…which is rarely).
…and so on.
if you’re thinking what the hell am i gonna do with this information? you’re absolutely right.
the only thing most people reading this message will be able to do with what i share is to internalise it. you might think about my ideas when you plan and build your marketing pages. or perhaps the next time you use some popular funnel builder, you’ll be grouchy because it’s not as cool as it should be.
if what i plan to share still interests you, you’ll be excited to know it’s in THIS month’s Super Traffic Machine bonus, aptly titled:
and the only way to get access for free is to get your butt subscribed to the Super Traffic Machine by 11.59 pm UTC, November 30th. Subscribe at…