Email marketing guru Ben Settle, who mails his list 365 days a year, makes the case for frequency using a baseball analogy:

Last week I was watching the White Sox game and saw a perfect example of how even so-called “loser” emails (i.e. emails that brought you little or no sales on a given day) can still make you mucho smackola. In this case, there was a man on second base who had gotten there on a double. The next batter hit a slow grounder to the second baseman, who threw out the batter, but the guy on 2nd had advanced to third. Then, the next batter flied out, but it was deep enough where the man on 3rd could score a run.
And that, my friend, is how email works.

The man scored due to two outs by two other batters.

Those were not base hits, but they served the purpose of advancing the runner to home for a score.

In “email land” this happens all the time.

This kind of thinking reminds me of the Moneyball approach … i.e., when you’re taking a long-term statistical perspective—when you’re thinking about a 162-game season—it’s about aggregating a bunch of tiny incremental advancements over time. It’s not necessarily about hitting glorious homeruns that sail to the upper deck.

Settle’s moral of the story? “Quit screwing around. Get those emails out.”

How To Profit From Unprofitable Emails | Ben Settle

(Grammarians, please click away, there’s nothing to see here…)

Copywriter and email marketer Ben Settle makes the case that typos will rarely (if ever) hurt your cause—and may actually help it. Here is Ben describing his writing “process”:

I crank the email out (usually in about 4-5 minutes) and then let ‘er rip. No editing (unless the URL is wrong) or even thinking about it.

Just sit, pound, send.

And it doesn’t hurt sales at all.

I’ve noticed it even HELPS sales sometimes.

That’s probably why old school copywriters used to purposely misspell things in their ads

It made their letters look genuine.

Like personal letters.

And not “sales pitches.”

It’s hard to resist Ben Settle. Settle is a guy who makes a living—a pretty decent living, it seems—sending daily emails about email marketing (yes, it’s all very meta). He spends a lot of time looking at his numbers, and since he’s been emailing to his list daily for several years, he can pull from a lot of data. His opinions (which are plentiful, colorful, strident and often profane) are based on real evidence.

So what makes Settle hard to resist? For one thing, he’s got a great conversational writing style, and he’s not afraid to piss people off. (In fact, he maintains that making people angry is an indicator that you’re doing something right.)

He’s a bit like your favorite radio personality: brash, smart and welcoming of controversy. His post on typos prompted a deluge of hate-mail from “spelling nazis,” who (whom?) he declares are either “anal retentive writers, editors or loser intellectuals who can’t sell their way out of a paper bag.”

But what makes Settle’s voice unique is his unlikely combination of braggadocio and integrity. The former makes him entertaining, and the latter makes him trustworthy.

How to Profit from Typos | BenSettle.com