My email's a day late this week because…

…well, I forgot.

I spent most of yesterday trying to fix a broken sink, a broken wifi and a broken microphone. And I just forgot to do the midweek email – sorry!

I sat down this morning very, very tempted to wait until Sunday for the next email.

And I did what I know a lot of people struggle with.

I thought of some ideas for today's email, but none of them was super strong. I told myself “if you're mailing late you need to make it a brilliant one…maybe it's better to skip this one and do a 10/10 email on Sunday”.

But that's really poor logic.

Email – like most of your marketing – is never a one shot thing.

It's not a choice between a 3/10 email today or a 10/10 email on Sunday.

It's a choice between a 3/10 email today AND a 10/10 email on Sunday or nothing today and a 10/10 email on Sunday.

Overall, mailing both today and Sunday wins – even if today's email isn't a world-beater.

As long as every piece of your marketing has a positive impact it doesn't need to be perfect. 

And of course, the idea that you'll be able to do a 10/10 email if you just wait a bit longer is a fantasy anyway. You'll find yourself with another 3/10 email sitting in front of you. Or a 6/10.

But over time, a dozen 3/10 emails have way more impact than a single 10/10er you agonised over and took weeks to come up with (if ever).

So today's email is today's email. Hopefully it's got a good idea for you that might help you if you get stuck like this.

But if not, there's always the next email or the next email or the next.