hey what's up guys Pat here from smart
passive income comm welcome to video 5
of the how to start an email a series if
you've randomly come across this video
and you haven't seen the other ones yet
I would highly recommend going to start
an email list calm you'll see the entire
six video series there plus some other
information and some giveaways for you
too in this video video number five
we're going to be talking specifically
about broadcast email so how do they
differ from autoresponder emails which
we talked about in the last video how to
set it up and some tips to help you
better capture the attention of your
subscribers so they'll open your emails
and things like that plus some just
general tips to help you just crush it
with broadcasts so let's get started
before we start talking about broadcast
email specifically I really wanted to
hone in on this distinction between
autoresponder emails versus broadcast
emails and to help with this I wanted to
share a couple analogies with you and
remember an autoresponder email is an
email that you write ahead of time that
then gets sent out to people after they
subscribe it's sort of like a magazine
subscription right like you sign up for
a magazine subscription you know what
you're getting in the mail and it comes
on a consistent basis and hopefully it's
a value so you continue to subscribe to
it and look forward to cracking it open
of course you can get subscribed to
things that you don't want if you've
ever gotten junk mail you know how that
feels so please don't sign people up
automatically to your email list that's
like the worst thing you could do you
want to ask permission by sharing an
opt-in form at some point during the
journey when they're on your website and
then have them be the ones that say yes
I want that thing that you're offering
that's why incentives are really
important too which we've talked about
in previous videos in this email
tutorial but yeah it's sort of like a
magazine subscription it's also similar
to you know a television show that you
know is coming out perhaps you record it
on a DVR and then watch it later a lot
of people would love to get your emails
and they often don't read it right away
so they're watching it later on a DVR
just like this family here who's
watching a green screen for whatever
reason and they're holding hands I don't
know why maybe they're really sad
because they're looking at the old
version of my website I don't know but
it's sort of like watching a television
show and again they know it's coming out
or they've recorded it it's there and
they can choose to watch it at their own
time now another cool thing that
autoresponders are used for is sort of
guiding people through a process so it
sort of acts as a guide so you're trying
to teach people to do something that's
moments it's they're sort of checked in
and say hey how are you doing or maybe
you can even set up automatic triggers
which we'll talk about in the next video
where after people complete a certain
section of your course then an email
gets fired out to them again one that
you've already written that checks in
with them or gives them some next steps
so it sort of acts like a guide which is
really cool now a broadcast email is
sort of like consider it like a text
message right a person is just living
their life doing doing offending and all
of a sudden you send them a message and
it says hey look at me this is what I
got going on in the last reaction you
want from people when they see an email
from you is I don't know if this is for
me right
or worse who are you like I don't even
know what this person is doing and why
they're sending me stuff that's the last
thing you want to happen and that's why
autoresponders again are really really
important because you can automatically
remind people about who you are and the
value to give that you give them so that
when you do send a broadcast email
they're going to react instead like hey
there's there's Johnny you send me more
great stuff I wonder what it is I'm
going to put it on a hat and start
reading it right so that's how you want
people to react when you send a
broadcast email you want people to know
who you are and that you have value to
offer and to take action on that theme
now the question you might be asking
yourself is when do you send a broadcast
email well this is the same question as
when do you send an announcement because
that's essentially what a broadcast
email is it's an announcement to your
subscribers and there are many different
kinds of announcements that you can make
for example news and updates what's
what's the latest going ons in your
business or even even in your life if
you've had a new kid or something your
audience would probably love to know
that and be very thrilled for you if you
have an update for the project that you
are working on or maybe you're traveling
somewhere you know you could share that
information with people if you'd like to
perhaps meet with them at some point
while you're traveling so any sort of
news or updates always great for
broadcasts because that's stuff that's
happening now and sometimes if you are
early to break news that's relevant to
your niche people are going to really
appreciate that and get a lot of value
out of it so news and updates are great
next new content so if you publish a new
blog post a podcast episode a video or
whatever
don't be afraid to craft a broadcast
email insert a link to that new piece of
content and get more traffic to your
website this is one of the most
underutilized traffic building
strategies in the world utilizing your
email list many people are too afraid to
do this now there's obviously a point at
which it becomes too overwhelming so
just be conscious about how often you're
doing this I because I'm coming out with
so much content hand select the what I
feel would be the most helpful content
and I do send broadcast emails to make
sure people do click on those links and
get access to that content so don't be
afraid to send emails about the new
content that you've created you've spent
a lot of time on it it's your job to get
people to see it next you can ask
questions asking questions to your email
list is one of those powerful strategies
to offer some insight for you in terms
of what you should do next blog posts
that you should be writing videos that
you should recreate creating and also
potentially products that you can create
as a solution to their problems so a
great question to ask might be what are
you struggling with right now or what
would you like to see more content
written about on my website you can get
a little daring and ask questions like
what's one thing that you wish was
improved in my website or what was your
first impression when you go to my
website it's almost like surveying your
audience and of course surveys are meant
not to just ask questions but receive
incredibly important answers to help
guide you to create a better experience
and better serve them so don't be afraid
to ask questions every once in a while
through your broadcast emails to your
audience of course this one goes without
saying and that is using your email list
to promote things or to offer
recommendations and perhaps get an
affiliate commission from those
recommendations as they say the money is
in the list and I do agree with that the
money is in the list but I think more
than that the money is in how you use
the list to better serve your audience
the money is in how you use your list to
better serve your audience and the list
of course is a great way to keep in
contact with your audience and if you
can recommend great products awesome
don't be afraid to send broadcast emails
to sell if you found something that is
incredibly useful you're actually you're
you're doing your email list a
disservice if you don't at least mention
it once and you probably want to mention
it a few times to make sure people see
it I'll go over a few strategies later
in this video to make sure people are
seeing your emails even
they don't open it the first time so
we'll get into that soon but again don't
be afraid to use your email list to sell
now going back to the similar things
that I've said earlier there is a point
at which it would become overwhelming
you've probably been on email list
before where you're getting unwarranted
promotions or you're getting a thousand
emails about the same promotion and of
course that doesn't feel good either so
you know try to put yourself in the
shoes of your subscriber and make sure
that you are yes announcing these
amazing things that are happening in
these offers but at the same time not
going overboard and finally if there are
any problems or issues that are going on
with your brand you know you want to be
the first one to let your audience know
if there's going to be an issue that
they're eventually going to see so for
example if your website's down like it
was for me in March of 2013 my website
was that was actually down for a whole
week I had lost over $15,000 in
potential earnings I had to collect some
of that back through in insurance which
I luckily had anyway it was a mess but
one thing that was really cool was I
utilized my email list to let everybody
know right away if there was an issue I
was working on it so I wasn't getting a
of messages from people asking like
hey what's happening is it just me well
likewise your site down no I told
everybody first but in addition to that
I included links in that email
mentioning my problems links to podcasts
which they could still have access to
with videos on YouTube or guest posts or
guest podcast episodes on other people's
sites so I was still able to provide
value even though my website was down
and think about this even if my website
were to die like the hackers got in
there and they just ruined everything
I still have my email list so I can set
up shop somewhere else tomorrow if I
wanted to if something happens so that's
another reason why your email list is so
important it's an asset it becomes a
safety net for you so please your email
is so important you know that already
your five videos into this tutorial so I
don't tell you that so let's keep going
okay so we're back here in the test
account I have for convertkit that's why
there's only one subscriber myself I'll
show you the back end of my other
account with nearly 200,000 subscribers
so I can show you some of the more
interesting stats related to the
broadcast there but for now I just
wanted to show you the process of
setting up a broadcast and a few tips
along the way that we're going to be
universal for you no matter what email
service provider you use so for right
now I'm going to click on broadcasts
and here we go again broadcasts are
one-time emails you sent your list so
let's send an email one time to my one
subscriber just show you what that's
like so when hit new broadcast now what
you're seeing here is unique to
convertkit and that's where i'm able to
add or exclude different groups of
subscribers that i've created based on
tags and different forms they've signed
up on and all that stuff I'll show you
more of that advanced stuff in the next
video video number six the last video
here in this tutorial but for now we're
just going to send an email to all
subscribers which is the default and I'm
going to hit next step similar tips to
the last video in terms of crafting your
emails so your subject line make it be
something that people would be wanting
to click on because remember that's the
first thing they see before they read
all your amazing email content in the
body of the email they're going to see
your subject line and remember many
people are sending them emails too so
your headline will be competing with
other people's headlines so just keep
that in mind and also try to keep it
under sixty characters so don't make it
more than I would say six or seven words
at most try to keep it even shorter that
way it's easier to read but also it gets
shown on the mobile device in its
completion too so I don't know this
might be my best tip for emails today or
maybe my best fit for sending emails
today then I write the content there if
I wanted to personalize it a little bit
I could say hi and then click on this to
personalize it and insert a subscriber
name so if I am collecting subscribers
names I would put that in there so high
subscriber name and then the purpose of
the first paragraph of your email is to
get people to read the second paragraph
and keep going so you really want to
make sure that people know what they're
getting into because again people's time
it's getting fought for so you want to
make sure that they know that they're
getting something great here starts with
the subject line then the first
paragraph and then you kind of go from
there I'm not going to craft the email
right now but I will share with you a
few other tips with you related to
crafting emails that will be a
reiteration of what I had said earlier
so keep the paragraphs very short one to
two sentences at most and then finally
if you have any links make the links on
their own line so let's say I'm going to
link to a smart passive income
so I'm going to be writing some stuff
here a couple paragraphs here and there
and then I want to insert a link and of
course before the link I want to mention
a call-to-action so click on the link
below to visit the website and this is
very vague because this is just an
example you'll be a little bit more
specific but then what I would do is
insert the name of the website here or
even before that say click here to visit
that way it's a call to action it's very
clear plus it's a little bit bigger so
especially on mobile it could be less of
a chance of miss clicking it highlight
the whole thing and then click on this
link button here and I can insert a link
and simply just put smart
smartpassiveincome.com now there are
things called link triggers which are
automations which again more advanced I
can begin tagging people based on what
they click on to get and gather more
information about them so I can send
them better emails in the future and
just kind of understand their behavior
again what we're saving all those crazy
things for video number six but for now
I'm going to I typically click open link
in new tab and I like to do that because
if people are viewing their emails on
their desktop I want to make sure that
they stay where they're at and only
choose to remove themselves from that
page if they want to so typically I have
them open these new links in a new email
or excuse me in a new tab so insert and
then that's their closing thanks Cheers
and I'll see you there Pat now before
you send an email out you have yet to
get to the point at which you can't even
send it so there's still some steps in
between but you want to make sure you
preview it you can preview it in the
browser here in convertkit at least and
by clicking that that way this little
thing pops up and you can see it there
this is a little placeholder for where
the name goes always make sure to click
on the link to make sure it opens as it
should and what's really cool is that
it'll track whether or not people click
that link which is really great
yep it opens perfectly so I'm going to
go back you can also test it via email
so by clicking here you can send an
email to any email address you want
whether it's yourself or your assistant
or your editor and you can send a
preview and I would highly recommend
doing that
before you send any emails out so you
can have somebody or yourself proofread
it and again check those links I have
must have a dozen times sent emails that
where the links didn't work and that's
not good especially if you have a large
email list so don't do that send
yourself a preview click on those links
read out loud every single word so that
it makes sense and then when you're
ready to go hit next step again it gives
you one more preview it shares with you
who the recipients are if you have
different tags or different sub segments
of your list that you're sending to
it'll show you that here and then you
can schedule it to go out if you'd like
or you can send that broadcast right now
I'm actually going to send this because
I want to show you what it's like on the
other end it'll ask you one more time
which is great because again you really
want to make sure that you want to send
this out okay alright and now it tells
me that my best my best tip for sending
email today is cued for and it should be
happening right now so if i refresh this
page it should show me that an email was
sent
sometimes it takes a little bit longer
depending on how many emails you're
sending out and whatnot so people aren't
going to get it immediately like within
the next minute but typically if all
things are going well no matter what
email service provider you're using it
should go out you know immediately after
you send it or if you're scheduling it
at that time all right so as you can see
here the email was sent I can actually
click on this email email if I wanted to
and collect some more data behind it I
can view the content of it if I wanted
to just to make sure it was great in
case I wanted to copy it you can even
duplicate the email straight from here
if I want to send the same email out but
changed a few things a little if I
wanted to resend to a different segment
I can check to see the recipients of
this email and I can verify that this
was indeed myself
you can even from here click on the
subscriber and get more information
about this person in terms of how
they've interacted with your emails
before whether they've opened them
whether they've clicked on links or not
you can see what forms they've
subscribed on what segments they're in
or tags are applied to them as you can
see here I don't have a first name here
because I didn't actually have that in
the form that I used to do this
demonstration in an earlier video so
when you go to the email
here's the email here as you can see
there's no name and that's because the
name wasn't collected so I can go back
to convertkit and insert a name here if
I would like I can add any new fields as
well hit update subscriber and then now
future emails will have the first name
in there when I include that sort of
parameter in future emails now if you
would like to personalize your emails
without having to do that workaround
just simply when you collect an email
address use a form that collects both a
name and an email not just the email
only we can go back to this email here
and I can click on this link and it
should bring me to smart passive income
as we had instructed it to earlier and
there we go we are exactly where we want
to be which is great so going back to
convertkit here after some time again it
doesn't happen immediately but after
some time I should see this email types
of being a broadcast as you can see
that's the one we just sent out
currently has no data behind it because
it takes a little bit of time for the
service to speak to each other but at
some point I'll be able to click reload
and this should go to that same symbol
here which is the clicked symbol so it's
a blue circle with a dot on it to show
me that yes this person not only opened
this email but also click on it as we
just did there so I'm going to hit
reload and just see if it pops up hey
there we go it does show is clicked just
as we have demonstrated if I go back to
broadcasts here and get a little
overview I should see the percentages
change yes one recipient a hundred
percent open rate wow that's amazing
understand click rate which was even
better but obviously once you get more
emails being sent out the open rates
will vary the click rates will vary and
please when you're sending these emails
out don't just send them and you know
forget about them send them and then
later on check back the wrote on the
reports and try to analyze okay which
emails are getting the highest open
rates and then try to understand why
which ones are getting the highest
click-through rates and try to
understand why and that's going to
really help you as you craft your emails
going forward so to finish up this
tutorial a couple of things I want to
share with you so if you'd like to get
even more people to open your emails
here's something that you can do I would
wait 72 hours after you send an email if
it's if it's not necessarily one that
people need to see within a certain time
period but sort of again broadcast so
it's timely but wait 72 hours because it
takes a few days for some people to open
their
if you send another email to them
immediately some of them might get upset
so wait 72 hours and then go to the same
email that you had just send out not
everybody is going to have opened it it
wasn't it won't say 'under percent
click-through right again you can see
here if you have multiple links if I
actually show you how many times those
links each got clicked but here's what
you can do for the people who have yet
to open the email you can resend that
email to those people because after 72
hours you might assume that well they
just either didn't see it or got lost or
whatever so you can resend to the
unopened and this is a great strategy
that will dramatically increase over
time the number of people who view your
emails because people will see it
the second time having not seen it the
first time now a couple of things to be
worried about one in most email service
providers this is actually not quite as
easy as you would hope so I know for
example when I was using another one I'd
have to export the list of people who
didn't open it and then import that as a
brand-new list and then send things to
them that was very difficult what I love
about convertkit it just makes it really
easy I can click this button to
literally just resend two unopened now
it doesn't resend as soon as I click
this it drafts another broadcast so I
can play around with it a little bit
which is really really important I'll
tell you why so it's going to resend two
unopened now it tells me that this is
going to be delivered to zero recipients
because on this particular sort of list
that we're sending to everybody had
opened it because it was just one so
what you would want to do is yes you
would want to make sure that this is
being sent out to a smaller number a
number of recipients which is true those
are going to be automatically the people
who have yet to open that initial email
and I actually wouldn't just click next
step and send it out I would update the
email just a little bit and make it so
that people for whatever reason if they
did actually open that email it
shouldn't it shouldn't happen but if
they did open that other email and they
get the exact same one they might
actually be a little bit upset or they
might go back maybe they check their
email every week and then they would see
these two emails I would actually send
an update sharing the same content but
just changed a little bit so I would
actually say something like just in case
you missed it
it could be a similar one to the
original or something like this and then
I would say hi name and some information
about hey I sent this out a couple days
ago I just want to make sure you saw it
because it was really important if you
did awesome if not here's the link one
more time there you go
then you can hit next step and obviously
preview it like I mentioned earlier and
you can send it out now this one won't
be sent out to anybody because there are
zero recipients so kind of just I'm at
the end of the tunnel here but for you
to resend those and you'll see that
you're actually going to get a number of
people we're going to open those emails
who wouldn't have seen it if you didn't
hit reset resend I would only do that
once not more any any time more than
once and there you go so that should
help you increase your open rates even
more now before we finish up I do want
to show you my personal email dashboard
in convertkit here and show you some of
the numbers and some of the interesting
things just to give you an idea of what
to look forward to and kind of what to
look out for okay so here we are in the
broadcast dashboard for the convertkit
account from my main website smart
passive income as you can see here there
are 229 broadcasts that have been
completed so I can go in there and check
those out I can see the ones that are in
draft mode or when it's actually queued
up and ready to go at a later date so I
just want to walk you through some of
the things here just to kind of give you
an insight on what's going on
so this first email here this is the
latest broadcast that was sent out this
was for a specific group of people who
are taking a course that I have they're
a founders group in a course called
smart from scratch that I have at smart
from scratch comm as you can see there
were 124 students and an eighty nine
point five percent open rate which is
massive now that's going to be the case
typically for when you have little
programs like that and people are
expecting those emails I mean they're
wanting them so they're going to open
them so it's click-through rate is quite
high as well typically they're going to
be much lower than that so if your open
rates are anywhere between 10 and 30%
you're doing probably pretty darn good
depending on the industry it could be
you know even 10% could be the average
so yeah just try to keep it up and again
all the tips we've talked about already
in this tutorial are going to hopefully
help you increase your open rates and
click the rates from there let's see
this one from here is the invitation to
actually become a student for that same
course smart from scratch calm as you
can actually let's go into the report
here so we can dive into this a little
bit more so as you can see here this
now shows me that out of 21,000 people
who have received this 16 dollars in
1627 or 7.5% had opened that which is a
pretty good you'll see the open rate of
36.5%
which is very good now you'll notice
that my recipients are twenty thousand
or twenty one thousand people my email
list is nearly two hundred thousand so
you might be wondering well why are you
only inviting a certain amount of people
to you know join your course here well
the reason is because this course isn't
for everybody and because I've been able
to segment my audience and tag them as
either having started a business or not
I'm able to show this to only people who
this would be relevant for and again
we're going to be talking about those
kinds of things
which are the most powerful sort of
email marketing strategies you can use
in in the next video here but I just
want to finish up with just a few more
things the other thing I wanted to talk
about in touch on today is the
unsubscribe so I sent this email out to
21,000 people 129 people unsubscribe to
meaning they looked at that email and
they didn't want to get any more for me
they scrolled all the way to the bottom
and like we saw here you can see here
the unsubscribe area here next to the
address when they click on that they
become unsubscribed and that is what
counts as unsubscribed now when you're
just starting out I know how you feel
you feel like you've failed you feel
like when somebody unsubscribes you
something you might also get kind of
angry or upset like why did this press
why would you unsubscribe I'm trying to
help you well there may be a number of
reasons why people unsubscribe and going
over your broadcast list over time you
can see which ones have more subscribers
or excuse me more unsubscribers than
others and you kind of perhaps figure
out well why did more people unsubscribe
to this one than this one and try to
figure out what you can do to make sure
that doesn't happen again but you're
always going to get unsubscribes as you
probably know you get a number of emails
that you just don't want anymore you're
just over it so you just kind of
unsubscribe to everything so do but do
your best to provide a ton of value but
don't worry you're going to get
unsubscribes i've sent emails out with
thousands of unsubscribe to which is
okay those people just don't want to be
on your list anymore and you shouldn't
worry about them but however there are
this many people who are opening your
email so make sure you do whatever you
can to serve them and provide value to
them
and then it's it's going to work out so
don't worry about the unsubscribe just
don't let it bother you worry about the
open rates the only time to worry about
unsubscribe is when you're sending
emails out and all of a sudden there's
one email that has a bazillion ton
subscribers well something went wrong
there you just don't want that to happen
so yeah we'll just end there that's
that's the broadcast email tutorial and
in the next video the last one I want to
share with you some of those high
quality sort of more advanced
segmentation and tagging tips which
really this tool is really much suited
for and was built for convertkit but you
can do this in other email service
providers as well you can hack your way
around it so I'm going to get into that
in the next video I look forward to
seeing you there until then you know
comment and let me know what you think
and hopefully this has been helpful to
you
thank you so much for watching this
video if you want to check out the next
video and the final video in this email
tutorial series just click on the video
that you see here and if you want to
check out all the videos in one spot
some giveaways another information for
you you can click over here to go to
start an email list calm now if you've
seen the other videos you probably are
expecting a wrap right now and I'm not
going to do
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