how to ride the email promo rollercoaster

True story:

I’m a sucker for Netflix sports documentaries.

- Quarterback (football)
- Drive to Survive (F1)
- Break Point (tennis)
- Sprint (track & field)

And, more recently:

Full Swing, which is about golf…

A sport I would’ve historically ranked somewhere between racewalking and underwater basket weaving.

Yet after watching 2 seasons of the documentary, I’m in awe of the mindset and motor control it takes to get that tiny little ball into the hole, round after round.

So when I saw the Masters final was on last weekend…

I decided to tune in.

One player named Rory McIlroy (who features prominently in the Netflix series) started the last day in 1st place.

Everyone expected him to win.

But he completely blew it on the first hole and gave up his lead immediately.

Then managed to claw it back over the next three holes…

And stayed comfortably in the lead for most of the day.

However:

Another player stormed up the leaderboard and caught up to him on the last hole.

All Rory had to do was sink a 5-foot putt to win.

And… he missed it.

Sending him and the other guy into a sudden death playoff round.

In that moment…

The mental pressure must’ve been crushing.

How do you not panic when you feel victory slipping away?

(especially since Rory had developed a reputation for crumbling in big moments like this)

Ultimately, it didn’t matter though…

Because he nailed the last hole, sealing the deal and winning the tournament.

Which was pretty cool to watch.

Now, here’s why I’m nattering on about this…

There’s a reason they play all the holes:

Because you never know what your final score is going to be.

And watching that rollercoaster round struck me as a perfect parallel for running an email sale or promo.

It’s easy to get down on yourself if one email flops…

Or you’re not seeing as many sales come in as you expected.

But you never know what your final sales tally will be until the last email has gone out.

Most of the sales come through on the last day anyway.

So next time you’re launching a new offer or running a time-limited promo…

Then take a page out of Rory’s book…

And keep pushing hard all the way until the end.

Jim Hamilton

P.S:

Rory hadn’t won a major tournament since 2014…

And this win made him one of only 6 players in golf history to win a “career grand slam.”

Which is a pretty big deal.

So you can imagine how emotional it must have been for him to see that shot go in.

Especially after playing for 5+ hours straight.

Even if you’re not into golf…

You’ll probably still get a kick out of watching his reaction after making the winning shot:

Click here to see him make the winning shot on YouTube