We’re not in great shape. We didn’t get a good night’s sleep. We’re a little depressed. Coffee solves all these problems in one delightful little cup. — Jerry Seinfeld

This quote doesn’t describe me (well, not all of the time), but it does capture my affection for coffee. In these times of forced hibernation, I started looking around for websites where I could order beans online.

I visited many websites of Australian coffee roasters and ended subscribing to…120 email newsletters.

What happened next was completely unexpected:

1. Only 30 (25%) of these businesses sent me an email to confirm that I had subscribed (and yes, I checked my spam folder).
2. 72% of these businesses made no contact at all within 2 weeks of subscribing.

Not a confirmation email.
Not a deal or a discount code.
Not an invitation to buy anything.

This is a MASSIVE missed opportunity!

People who provide their email address are giving you permission to get in touch. They have opted-in. Even despite the often painful, 48-click verification process.

The people who subscribe to your newsletter may not be this cute, but they want to hear from you!

So send them an email.

I’ll have more to say about this in my next post, as well as some other surprising observations from this experiment.

For now, it’s time to get some coffee. ☕