what's up everybody Pat here we are here
for episode 29 of SPI TV thank you so
much for joining me today if you didn't
know or if you are just joining me for
the first time this month October 2015
is email marketing month here on SPI so
you can visit the previous two videos
which will be linked to in this blog
post or if you're watching this on
youtube in the description below and
that were mentioned too however in this
video we're going to talk about the do's
and don'ts of email marketing there's a
right way and a wrong way to do things
I've learned this through experience by
doing both things that are correct and
incorrect and hopefully you won't have
to make the same mistakes because I've
already made them for you
so check it out here are the do's and
don'ts of email marketing okay here we
go the do's and don'ts of email
marketing the do's will be listed here
on the left-hand side and the don'ts on
the right
so the first do is make sure you do
spend time on your subject line it
doesn't matter what is in your email
unless people open it it doesn't really
matter so you really want to spend time
on your subject line because that's the
first thing people see in their inbox
and all those other subject lines that
are in there are kind of fighting for
that person's attention so you need to
make your subject line great you need it
to provoke curiosity and you want it to
lead to a click or an open and that's
your primary goal with your subject line
so spend an extra 4 or 5 minutes with
your subject line you spend a lot of
time writing your emails so make sure
you spend a lot of time on your subject
line don't make your subject line too
long however because a lot of people are
reading on mobile devices and if you
check your stats you would see that
actually over 50% of emails typically or
on average at least are opened on a
mobile device and if your subject line
is too long if it doesn't read very well
or maybe it gets truncated or cuts off
it's not gonna make sense and people
aren't gonna open it so I would say a
maximum of about 30 characters for your
email now that's not very much but if
you want to fit into a mobile device 30
characters is great you could probably
go a little over and be fine or people
would get the gist of it but again just
use common sense don't make it too long
and also preview on your mobile device
so you can see what it's like before you
hit Send
next do segment your email lists what
this means is instead of having one
giant list that everybody subscribes to
you can start to begin to place people
into different lists based off of
different kinds of interests or things
that they do or things that they
download whatever the case may be you
can segment your audience and put them
into different groups so that you can
better serve them with emails in the
future because everybody who subscribes
to your list is gonna be probably in in
some sort of sub group within your niche
and if you were to just send all the
same emails to every single person some
emails may benefit that person more than
another some will be a turn-off or not
relevant and they may unsubscribe you
can segment your email lists and the
most basic way to do this if you have a
product is to segment your audience into
people who are non buyers and people who
have already purchased something from
you and then you can start to get a
little more complicated in terms of okay
well what are interests you can even do
it down to demographic if you will but
here's the don't related to this don't
get too complicated with segments in
your email marketing I had attempted to
go really deep with segmentation down to
the page that people subscribed on so I
can understand what they were very
interested in from the start and all the
way to what what buttons they clicked on
and all that sort of stuff and it just
was a little too complicated actually a
lot too complicated and then I got
really frustrated so I've narrowed it
down into three different buckets if you
are on my email list you would notice
that I asked you right away answer a
question and to answer a question and
you go into one of three different
segments and and that keeps it pretty
straightforward so don't get too
complicated with your email marketing
segmentation next do include a call to
action in every single email there
should be something that they have to
click on or do or participate in and
it's really important to do this
especially from the start because you
want to train your audience to click on
things because when you come out with
promotions and you need people to take
action on stuff you really want them to
be you know used to clicking in your
emails so make sure that at the end and
even throughout your emails there is
something to click on there is a call to
action you
are asking your audience to do something
when they open your emails now the don't
is don't include too many call to
actions if there are too many options
too many things to click on more often
than not people aren't going to take any
action at all and this goes with in your
blog posts in any podcast episodes you
do in your videos include just one call
to action and it's gonna be very clear
what that person has to do so you want
to make sure going into this thing
whatever it is you're that you're
creating an email that you're writing
what is that call to action you want
them to take and then work backwards
from there next follow up with people so
if you send the email out and you are
really looking for a response and they
have yet to respond you want to follow
up with them and that's really important
and this is more useful than not in cold
emailing if you end up emailing somebody
asking for a favor or if you email
somebody asking a question for perhaps a
roundup post that you're gonna do make
sure you follow up with people who don't
reply this is when you are looking for a
reply of course now there's a quick
story here I have a website at
food-truck or calm and when I started
this website I cold emailed 250 food
truck owners to try and get them
interested in the site and also ask them
a question which was what's one thing
you wish you knew about before you
started your food truck business I was
gonna compile all of these answers into
one particular post well I got maybe 5
to 10 responses out of that first round
after sending emails to 250 people which
is a very low percentage now those
answers were definitely helpful but I
was shooting for more like 50 well I
followed up with the people who didn't
reply who I had already sent an email to
I didn't send the same exact email but I
sent a quick one that said hey I sent
you an email on this state I didn't get
a reply I just wanted to make sure you
saw it please answer the following
question if you have a second thank you
now in the follow-up I got 40 responses
back so as my friend Dane Maxwell said
the fortune is in the follow-up if you
are looking for a reply if you're asking
for a favor follow up with people you're
gonna get a higher response on that
second go-around because some people may
have missed that first email some people
are waiting for a second kind of call to
action so that they know you're serious
about this and it's not just
some automated email and so again the
fortune is in the follow-up now of
course don't email more than expected
you don't want to you know go out of
what this common sense and email every
single hour because they haven't
responded you know make sure you give
them adequate time to respond and that
sort of thing
so don't overdo it don't email more than
expected and that goes for everything
from your autoresponders or anything
like that if you say you have a weekly
newsletter or an article that comes out
every week you don't want to email every
single day but again set that
expectation upfront and make sure to to
match that and also obviously deliver
value along the way next do ask
questions and get replies when you ask
you get and it's okay even in your
autoresponder series which is completely
automated to ask questions because you
will get replies when you ask questions
and when you ask questions like what is
your number one struggle related to
blank whatever that blank is for you
you're going to get replies and those
replies can be some of the best
information that you can get in terms of
understanding who your audience is what
their struggles are what their problems
are the language that they use that you
can then use in your subject lines and
in your email copy and in your sales
copy you're going to get golden
responses that you can use moving
forward and then don't forget continue
that conversation don't hesitate to
continue that conversation so if for
example you ask a question like what's
that number one struggle and then you
get a reply don't hesitate to continue
that conversation because that person is
now a warm person not a cold person a
warm person in your email list who knows
that you're there on the other end if
you reply and you continue the
conversation this route this person's
gonna really feel like that you care and
this person is somebody who you can
really go to for asking and validating
some questions on what blog posts you
want to write or even what products you
want to create to I know a lot of people
who have used this sort of
back-and-forth conversational thing that
happens in automated email marketing to
truly create some amazing products and
services out of that and using those
people as sort of you know their beta
test group for example
so again communication is great don't
overdo it like I said earlier but if
somebody is showing that they have an
interest and believe in what you're
doing don't hesitate to have a
conversation with them
next make sure you educate you inspire
and you entertain you know you're
providing value through your emails
you're not just sending emails to send
emails you're sending emails for a
specific purpose and you can do each of
these three things sometimes in the same
email sometimes one email at a time
educate inspire entertain so make sure
that you do that in every email and that
way people are going to be looking
forward to the emails that you have to
send out in the future they're gonna
find them valuable and they're gonna
find that you know sometimes they're
gonna save them and come back to them
later and then take action later educate
inspire and entertain don't sell in
every email
now there's an exception to this this is
if you tell them upfront that you will
sell an every email then that's totally
okay because you're meeting that
expectation that you've set up friend
you're being honest and authentic but if
you say you're gonna send a weekly
newsletter and then in every newsletter
it's actually just a promotion or a
pitch or something you're going to tire
your audience out you're going to wear
them out and they're going to
unsubscribe or just be dead dead email
subscribers or dead emails out that
won't take action and then we'll just
you'll be there having to pay for them
through your email service provider so
don't sell on every email make sure you
do what I said earlier educate inspire
entertain you provide value you share
social proof you share testimonials
based on what you're teaching you just
deliver tons of value and then every
once in a while you might be able to
sell or you will be able to sell in an
email because your audience has almost
given you permission to you know sell
stuff if you've provided enough value
upfront that law of reciprocity
definitely comes into play and you can
sell an emails now in particular if
you're on my email list you'll know that
I don't normally do that because in my
space I purposefully don't do that
because everybody does that so that's
kind of my way of standing out so you
have to see what other email lists are
like in your industry and I would highly
recommend subscribing to email lists
from influencers in your industry so you
can see what's working for them based
off of the things that you think are
cool in their email lists of course you
don't want to copy anything but you want
to use maybe the structure or use some
you know get some of the feel for what's
working so you can you know take that
inspiration and you can put it into your
own emails as well and then you can also
see what doesn't work so you can avoid
those things as well and lastly make
sure you do utilize your autoresponder I
can't tell you how many times I've
talked to people who have built
email lists and then they just have
those people sitting there doing nothing
build an autoresponder list even if it's
a sequence of five emails that go out
you know over the span of two months
that's going to keep your audience warm
it's gonna keep your audience opening
your emails so that when you send those
timely broadcast emails they will open
them and you're also gonna be able to
foster that relationship over time
through those pre-written emails that
get sent out sequentially over time
which is gonna you know increase the
trust and authority that you have with
your audience but here's the caveat with
the autoresponder it is something that
happens automatically but you got to
check on those stats every once in a
while and I would check you know once
every couple months at least maybe once
a month to make sure that those emails
are still being opened that people are
clicking on those emails because you're
gonna see some emails that you've
pre-written are gonna perform better
than others in terms of open rates and
then in terms of click-through so what
the open rates if you notice that some
of the emails in your autoresponder
sequence are lower open rates then you
can change or split test the subject
line to try and get more opens with the
click-through rates maybe you need to
work on the call-to-action or whatever
it is that offer is you need to work on
the copy that's in and around that or
just completely change the offer itself
and then see if you can increase the
stats over time again you don't you just
don't want it to be completely automated
and never come back to it you want to
have it completely automated and working
for you and then you check on it every
once in a while try to improve it and
then you can have it be automated again
after that so those are the do's and
don'ts of email marketing for you today
I also recommend you check out email
with smart wacom before you leave I'll
mention this one more time in the
closing here but it's gonna be a great
resource for you especially if you're
just starting out to make sure you
maximize your impact with the email
lists that you're paying to build all
right so here's the call to action for
you today it's always great to obviously
put a call to action at the end of your
videos or podcast episodes or blog posts
and here's mine for you today one do the
things that I told you to do two don't
do the things that I told you not to do
but obviously there's one big important
one here that is head on over to email
the smart way com that's a free guide
that is going to give you all the
strategies and tactics that I have found
to work really well that a lot of people
don't actually know about so check it
out because it's going to give you the
most out of that email
that you're building you're spending
money you're spending a lot of time and
putting all this effort into building
your email list you might as well know
what all the strategies are and the
different kinds of emails you can use to
utilize that list again totally free go
to email the smart way comm and download
it for free right now thanks so much and
I'll see you the next episode of SPI TV
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