vhey miles here miles Becker calm this
video is about email marketing like a
pro how to write broadcast emails that
get clicks get open get engagement and
ultimately drive sales for your business
you definitely know that I love email
marketing I think it's still the engine
in every digital business my wife and I
have hundreds of thousands of
subscribers on our lists currently and
that really is the asset that drives our
business and drives our revenue so I've
taught a lot about how to grow your list
up to this point now we're gonna talk
about how to email your list you
probably know I've been doing an email
marketing challenge where I've done a
single broadcast email a day every day
for 90 days straight so I've learned a
lot and I've been email marketing for
five or six years but this is the most
kind of intense condensed time I've done
that so I'm gonna teach you what I've
learned I've learned a framework that
I'm using over and over my open rates
are up my click-through rates are up my
replies and engagement are up my revenue
is up from all of this activity in the
world of email and you're gonna learn
how to apply this as well now we're
doing a theory right I'm gonna talk
about the six components you need to
keep in mind this is the theory if you'd
like me to do a tactical hands-on where
you watch over my shoulder on the
computer screen like click here go here
and actually set up an email that
follows this template that you're gonna
learn give me a thumbs up on the video
and comment below if I get enough thumbs
up and enough comments saying yes put
that video out I'll definitely make that
video for you but I don't want to go
build it if you're not interested so let
me know you're interested if you are ok
let's jump into the six factors that you
need to keep in mind when sending your
broadcast emails these will become
second nature but you'll enjoy taking
notes to have this kind of as a
checklist to get going number one is
something you're probably not thinking
of very much that is your sender
information the name and email address
that your emails are coming from you set
this up in your autoresponder and for me
my email address is my name at my domain
comm the sender information is my full
name my goal here is to make this look
like I'm a friend
emailing another friend I want it to
look exactly like a friend would receive
my email when they do same name same
email address exactly the same if you're
running an e-commerce or a brand that's
maybe bigger than one purse
right I've got a personal brand if
you're trying to run a brand know that
you can have a brand character look at
the progressive right there's flow the
the character of progressive there's
even the Geico gecko right there's a lot
of ways for you to personify a brand but
also think about just being the CEO of
said brand and letting you as a CEO be
that voice of the brand and Mail as
yourself because ultimately people like
forming relationships we like buying
from people we like and we like buying
from people we trust so you're going to
be able to build trust as an individual
sender email address make sure it's
coming from an email address you own
know Gmail accounts know yahoo accounts
from this it's got to be an email
address you own so that's the first part
number two is your subject line which is
ultimately your headline and if you've
seen my videos before you know that I'm
a huge fan of the book how to write a
good advertisement by Victor Schwab it
was written in the 1940s and he covers
100 of the most successful headlines
ever up to that point in the 1940s and
then the psychology of why those
headlines worked and a lot of them are
perfect templates for email subject
lines so your subject line is ultimately
your headline and that's one of the most
important parts of your email because if
they look at that subject line they're
either gonna click or they're not gonna
click write it either goes into the
garbage or it gets opened and they'll
consume what's in there so this is a
pivotal pivotal piece of content when
I'm writing out my emails every day I
put thee I put kind of my working
headline in first then I write out my
entire email then I double back to the
headline and I think can I make this
more creative am I actually delivering
on what I'm promising in this headline
can I make this more curiosity inducing
to get the hook so I kind of start with
my idea in a headline I give it my best
shot when I'm starting but I always
circle back and I always give it another
couple of minutes like hmm can I make
this better because I always want to
increase the click-through rate on my
subject because that's how my content
gets read and if your contents not
getting read in the body of your email
your links aren't getting clicked on and
if your links aren't getting clicked on
you're not
making any money so that's the way I
think about it there's a few kind of
basic templates I've got a key key key
thing to remember is you want one main
idea and that main idea should be teased
or mentioned in the subject itself so
another key idea is that curiosity gets
clicks so email subject lines like did
you see this so when I email past videos
or past blog posts that have been
published on my blog I'll use email
subject lines like did you see this or
have you seen this yet or did you check
this one out these little questions so a
question is a great way to run a subject
line but also something that's just that
curiosity like did you see it see what I
have to know what's in there and people
will click and people will go consume
the content because you've just planted
that open loop that little bit of
curiosity number two is how to headlines
right if you've got a how-to video or a
how-to blog post that helps someone
solve a very specific problem like the
email I will send for this video for
example I'm probably gonna use a how-to
subject line because a lot of my
audience wants to know how to write
great emails that get clicks and
generate revenue that right there can be
the headline because there's enough
people in my audience who that actually
is a solution they're currently looking
for so when it's very clearly stated how
to boom that thing that they want that's
often gonna get a really good
click-through rate asking a question is
big because the way the human brain
works our thought patterns actually work
in a questioning format and when you
pose a question to me my brain can't
help but answer that question so
especially when that question brings a
little curiosity up that can be a really
powerful way I'm last chance emails if
you're learning launches if you've got a
deadline funnel if you got automations
to where they can get a special deal up
to a specific point or if you're just
closing the doors on a product or
increasing the price emails that say
last chance all they just get such good
click-through rates it's pretty
impressive you can't abuse any one type
of subject line too much you got to use
a wide variety because if you're always
doing last chance last chance last
chance it's probably one of those is
gonna be the last chance for you ever to
communicate with them and there
unsubscribe because you will begin to
annoy them eventually so one of the
tricks that my team is doing is I have
my virtual assistant go through an audit
all of my past emails and all of my
wife's past emails she goes and pulls
the subject line the date the open rate
and the click-through rate for every
email and she keeps that in a
spreadsheet for us and once a month she
goes pulls all of our past emails for
that month and then we can go back and
look at past emails that got great open
rates that got great click-through rates
and we can ask ourselves the best
question to ever ask yourself why why
did that one work and we've learned a
lot about what works and what kind of
messaging patterns and what ideas really
trigger our audience by looking back at
the data from our open rates on our past
broadcast emails so if you've got a VA
it's really easy to get them to go pull
that information if you don't have a VA
and you're doing this stuff yourself
I do believe within an hour to two hours
per month you go pull all of that
information and honestly doing it
yourself being hands-on you're gonna be
able to ask those questions for yourself
in the midst of the timing of like ooh
that one got a thirty eight percent open
rate when all my other ones got a twenty
six percent open rate why what was it
about that headline that got so many
opens because your open rate is directly
tied to your headline so I believe I've
stressed the headline enough at this
point it is probably the most important
part of your email because again if
they're not clicking they're not opening
they're not reading they're not seeing
your links they're not seeing the
opportunities to purchase from you
you're not making any money so really
get good at that and know that your
first headlines are gonna be great your
second one might be a little bit better
your third one's gonna be a little
better that's why I do 90-day challenges
I've written 90 headlines and subject
subject lines in the last 90 days so
it's really helped me flex that muscle
enough to kind of build that skill so
number two actually this is number three
the third piece is what I call the hook
and the payoff so when they click on the
subject line that email opens inside of
their app or their browser or whatever
they're using right so this point you
have the first few paragraphs is your
next opportunity to grab their attention
and get them to read the rest of the
email this is the hook you're trying to
hook them into reading the rest and if
you're using a curiosity in do
seeing headline you need me you need to
make sure you pay off that headline
right so if you say something outlandish
outrageous or really odd and
off-the-wall that's like what I don't
get that like did you see this
so my first few sentences need to
address the fact that I just and I just
asked them an open-ended question and I
need to answer that question because if
I don't they're gonna feel disconnect if
they open because they think they're
gonna give this kind of curiosity solved
they've got an itch now that they want
scratched and you don't scratch that
proverbial itch right away they're gonna
leave and they're gonna be done and
they're not gonna enjoy your emails so
if I do send an email that says did you
see this I'm gonna let them know what
I'm talking about very very quickly I
want to pay off that question as quick
as I can and then I want to hook them in
the idea of reading more generally this
is by giving them a benefit of not only
what that thing is that I was teasing
through the subject line but why it's
important that they master that why it's
important that they learn that why it's
important that they consumed the rest of
the email this brings us to number four
which is really ultimately trans kind of
kind of transitioning into a story if at
all possible you probably know that I am
huge on story powered marketing there's
a course if you haven't gone through it
I highly recommend it
they teach the ultimate framework for
telling stories for marketers for
digital marketers it's at Myles Bechtler
com forward slash story again I've
watched and re-watched and rewatched
this one more than just about any
training I've ever been through I've
turned hundreds of people onto it the
the feedback I get from other people who
go through this is astounding because
when you learn the framework to writing
a story you have the power to really
play into that mental patterning that we
all live with because every Hollywood
movie we watch every TV show that does a
great job of hooking people in even if
you go back to past cultures of ancient
times storytelling is how history was
Trant handed down from generation to
generation so our brains are actually
wired to receive stories and when you
learn how to write stories and create
stories that mimic the patterns that
Hollywood uses that TV uses that great
books use that all these stories
myths that have stuck for generations
and generations use and you start to use
that in your email marketing you're
gonna be amazed at the results that you
create so again that's at miles vector
comm force I've stories now stories
don't always make sense sometimes you
don't have a story to fill that's when
you go into benefits right so if you're
teaching them how to do something or how
to get a goal that they want then you
would talk about the benefits of them
achieving the goal you would talk about
what's in it for them Zig Ziglar has a
quote saying everyone is tuned in at wi
IFM what's in it for me so you as the
author of the email need to write in a
second person which means you use the
word you you're speaking directly to
that individual in the email and you are
telling them the benefits that they're
going to experience because they're
thinking what's in it for me and your
language pattern is here's what's in it
for you it connects and your language
pattern matches their thinking pattern
they're gonna keep consuming that email
oh I get this benefit and then I get
that benefit I get this benefit okay I'm
really really interested and at this
point we transition to the call to
action now every single email you write
you want to have a call to action in my
90 day challenge I assume at least 80 of
my emails had some sort of a call to
action and I want to be really clear
here for a moment
that doesn't mean you sell something in
every single email most of my emails
linked people to a video or a blog post
something that is helpful right so even
linking someone and getting someone to
click on a link in email that takes them
to one of my free videos is a win that's
me getting an engagement that's me
getting a conversion even though it's
not the exact kind of conversion that
turns in to dollars in my personal bank
account and here's why you Altamonte to
train your readers to click on your
links so when you do promote a product
whether it's your product an affiliate
product and you have a link in there
that that kind of links them to a sales
page and that's the make money moment
you want to make sure that they've
already been pre-programmed to click on
your URLs in your emails if you never
send an email that has a URL and then on
day 14 you send a URL
they're gonna be like wait a minute I
don't click URLs I don't click links in
this guy's emails because or gals emails
because I've never seen one before and
it doesn't compute whereas if every
email that you send has a link to a blog
post a link to something helpful a link
to a video this doesn't have to be your
content this can be other people's
content that's really actually valuable
and helps them solve their problems but
you're training them to click on the
links so when you do deliver that hook
per say that offer in the email they're
already predisposed to click they've
clicked on links in your emails before
they've had good experiences with what
they got after the click before so
they're happy and willing and more ready
to click in that situation than if
you've never sent them a link before so
remember even getting the click to a
YouTube video to a blog post to a medium
article to some third party article
third party video that you didn't even
create that is a positive conversion
that's a positive engagement and that's
going to get you closer to making a sale
I generally recommend three or four
value emails in between every offer
that's really playing on gary
vaynerchuk's Jab Jab Jab right hook
concept but it's just give more value
than you asked for and think of it as a
virtual or a kind of theoretical bank
account right you want to make sure
you're depositing more money into your
bank account then you're withdrawing
right and every value email is the
deposit every offer is a withdraw and
you want that bank account to grow and
so you got to put more in then you take
out some more value then you get out in
the end in the call to action tell them
what to do I literally say click the
link below right literally give them the
words that say the action you want them
to do don't assume that they're gonna
know that because you hyperlinked this
word that that's what they're supposed
to do to click on it right make sure you
actually say click the link below I also
always go in and make sure even when I
paste paste a link so I'll take my
youtube link for example and it's some
weird HTTP youtube.com slash squiggly s
b-59
I always paste the link so they could
copy it but then I highlight it and make
it a clickable link also because some
Gmail
is really good at taking any URL and
making it clickable but Yahoo is
terrible and Yahoo does not make pasted
URLs clickable so when you hyperlink it
and make it clickable from within the
editor window it's also gonna track the
data more effectively than expecting the
browser on the other end to do that for
you or the email client on the other end
to do that for you so tell them what to
do click the link below click the link
above and get the blank now right
say the actual words of the action so my
emails pretty much always have a click
the link or click below or click this
because we don't want anyone to miss the
you know we don't want anything to get
lost in subtleties you want to be very
very clear about what actions you expect
them to take and then last is your PS
which is your PostScript this would come
below your signature some say that this
is the most read part of an email
obviously I think your name actually in
the the sender and the subject line is
the most read part of your email but
ultimately when they're in the body many
people do get all the way down to that
PostScript and then they're gonna read
the PostScript to see what's going on in
the PS you can use your PS as a call to
action you can use your PS as a way to
tease what you're going to email about
tomorrow kind of how in the beginning of
this video I said hey if you want me to
do a video where I show you step-by-step
how to actually implement this click the
thumbs up and leave me a comment saying
yes I want that in the comments below
right that's almost teasing that next
video that might come out to get your
brain working on it so as you're looking
at my channel in the next couple days
you're kind of looking for that next
thing because I planted a seed of
thought in your brain you can do the
same thing in the PS 'as andre chaperone
is pretty awesome at this with his
autoresponder madness course that's what
he teaches is how to open and close
loops that's what a lot of the TV shows
that people binge watch like the game of
Thrones the Breaking Bad that 24 is the
loss they're really good at opening a
loop at the end of the episode to where
you really can't stop thinking about
what's gonna happen next until that next
episode plays and you can do this with
your emails you open a little bit of
loop in the PS and then so you can in an
email that's talking about this exact
idea PS in tomorrow's email I'll show
you
exactly how to set this up but for today
be sure you click the link above and
watch the video so you can get the
theory that will put into practice
tomorrow got it see how I did that right
there I kind of took what I'm talking
about here i reinforced clicking today
to learn what you're gonna learn today
because that builds on what you're gonna
learn tomorrow and that kind of
subconsciously gets the reader
pre-programmed to want to open my email
tomorrow and to expect another email
tomorrow you can also use the PS as your
call to action so you could tell a story
in the actual body of the email then you
close and at the bottom PS if you want
help getting the same result that our
hero in the story above got click this
link and you can learn about the
membership program the coaching the
vista that that will get you the
solution that you desire the third way
to use the PS it's a second way to do it
as a call to action is if your body copy
of your email links someone to a video a
free video or a free blog post then you
close and in the PS you can do a second
call to action that offers them your
membership your personal coaching or
your paid product that takes them
farther PS if you really like that above
then when you're done be sure to check
out the membership where I work with
people one-on-one to get that result and
I'll actually work on your content for
you type situation my wife uses this a
lot with her membership program because
we do plug our membership program quite
a bit and the body of the email might
talk about a free thing that she created
here's a free thing PS if you want these
kinds of messages in your inbox every
day go ahead and check out our
membership here and there's a link to
the membership it's a very soft call to
action generally speaking you want one
action for someone to take in the email
usually I know what that action that I
desire the user to take before I start
writing my email and I paint the story I
paint the hook I paint the kind of
opening and the the headline to
ultimately pre frame them to want to
click on that thing so I've got an idea
of the action I want them to take before
I start and I back everything up from
there to what's the subject line that's
gonna get them to open what's the hook
that's gonna get them interested what's
the story that's gonna get them to the
point where they're ready to click
what's
a call to action to get him to go do I
have a PS or not I'm in I'm out when I
first started writing my emails it took
maybe 35 to 45 minutes to actually write
and edit and test the email myself now
I've got it down to about 15 minutes but
really in the early days it sometimes
took me an hour or two to think of the
idea of the email now I often spend my
evenings after I emailed right so I'll
email for the day today in the morning
then I spend my afternoon my evenings
thinking about what I can email the next
day and I take notes in my phone and
that's how I kind of keep it really
really quick but I've got this whole
process down some days 10-15 minutes I'm
in I'm out I've even them a whole list
and that is ultimately probably one of
the biggest business activities for me
in my business same with my wife for her
in her business it's pretty magical when
you could send out an email or two you
make four eight ten twenty thousand
dollars from a few emails it's happened
time and time again from us but
ultimately it's not those emails we send
to create those kinds of results it's
all of the dozens and hundreds of emails
and all the free videos and blog posts
so all that work we did before to build
trust that's the key to email marketing
so it's a process it's something you
want to get going
you want to stick with for long periods
of time and that's it that's really the
the whole idea I'm gonna run through
just the main points again so it's your
your sender information is first then
it's your subject and your headline this
is such a key read Victor Schwab's book
how to write a good advertisement you're
gonna love it
part three is the hook or the payoff
this is the first part of the email you
want to answer the question from the
subject line itself and then you really
want to hook them in and get them
excited to read the story or the
benefits that's the fourth part then you
go into the story you tell them a quick
story then you have your call to action
you always want them to take some sort
of action you close with your name and
then you can have a PS if you want
that's obviously optional that is
ultimately the framework the theory
behind writing emails that get
engagement to get clicks they get opens
they will make you revenue over time it
is a skill that you'll need to build I
highly recommend you start emailing more
if you're emailing once a week try
emailing five times a week
really learn how to be a storyteller
miles Beckler comm for its life story
that that course helped me out so much
I mean becoming a better storyteller and
I use that in every
aspect of my business at this point the
number of ways that course is valuable
is pretty crazy there'll be a link to
that in the description you have any
questions for me definitely hit me in
the comments if you want me to do a
hands-on over-the-shoulder click here
click there to show you physically how
to implement something like this with an
a real-world email that will will even
send and test in in real time go ahead
and leave me a comment that you want to
see that give me a thumbs up if you want
to see that if I get enough thumbs up in
comments I'll definitely do that and
that's it for this video so thank you
very much for your time getting comments
or questions if you want to share this
feel free to share this and I do
appreciate you and I really just want to
encourage you to break through that
barrier email more your audience is
bored they're probably living commuter
lifestyles they want to live vicariously
they want to improve their lives and if
you can help them do that
do it it is your duty to get that kind
of content out and become a better
writer they'll actually enjoy your
emails it's amazing when it works and I
can't encourage you enough to go forth
and really step into yourself as an
email marketer and on that note I'm
going to call it for this video and I'll
catch you on the next one till then be
well
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