Email Marketing

 

Marketing

 Marketing is and the fastest way to implement it on your own business.

My name's sumaira parveen with ClickMinded.com, let's get going.

So super high level, just getting started, what is email marketing?

So let's define this a little bit, dig into this, and talk about why it's so important.

 what is email marketing?

Email marketing is a tool that lets us do two things.

One is first provide value to users in the form of content.

And two, direct users through each step of the customer journey or the sales funnel when they get stuck, right.

So we use it in these two ways primarily when we're talking about digital marketing.

Email marketing is arguably the most underrated digital marketing channel out there.

I, personally, love Search Engine Optimization, SEO.

I've been doing SEO for 10 years, but as we've grown this business more and more, I've come to the realization that email marketing is incredibly important and usually the most underrated digital marketing channel.

And there's a number of reasons why, and I want to talk about that, right.

Not everyone is on Facebook, right.

Not everyone is on Snapchat.

There's a number of different social channels out there.

But everyone has an email address, and that's why this is so important.

Your email list, you as a marketer, or you as an entrepreneur, or as a business owner, as you grow your email list, that email list can go with you, right.

It is a portable asset.

So there's many digital marketing channels out there that change very dramatically or they die, right.

So what has value today might not necessarily have value tomorrow, right.

Ranking number one on Alta Vista in 1997 was fantastic.

It was probably great for any business.

It's not that important now.

Does Alta Vista even exist?

Having the dopest Myspace page.

Back in 2002, it was probably awesome.

Probably doesn't matter as much now, right.

So spamming your way to growth through social invites.

They learned this the hard way.

They did this with FarmVille back maybe five, 10 years ago.

Got a lot of early growth, and then Facebook changed the rules with social invites, and their stock price slid, as well.

It was a very tough break for them.

Praying Google doesn't change the rules.

Demand Media basically went public off of kind of low quality content marketing, and then Google's Panda update really slapped them, and their stock price took a very dramatic drop, as well.

So rules change all the time, right.

Google and Facebook can change their rules all the time.

Different social networks can expand and contrast all the time.

Stuff can often change a lot, right.

But email often doesn't change.

It is not a social channel, right.

It is a web protocol, and I want to talk a little bit about this and what that different is, right.

So the internet is made up of protocols and applications, right.

So web applications are a lot of these sort of private companies that you use every day, right.

Facebook, Google, Yelp, Instagram, Snapchat, and My Space are web applications.

And they often sit on top of web protocols.

When we talk about web protocols,

 We're talking about DNS, the Domain Name Service.

HTTP, FTP, IRC, SSL, or SMTP.

These are all kind of standardized digital communication platforms, digital communication languages effectively, that we all use on a day-to-day basis.

They're not necessarily owned by a private company.

They are these kind of standards that we all use when we use the internet.

SMTP is email, right.

And so when you're doing email marketing, you're using the SMTP protocol.

You're not using Facebook's terms of service or Goggle's terms of service.

This is a really important distinction, and that's why your email list is effectively this portable asset that moves along with you, right.

So companies can change their rules, platforms can become unpopular, but protocols don't really die.

People are getting really excited about bitcoin and other cryptocurrencies now because some people are saying, "It's a new protocol for money," right.

The protocols are really rare.

They're very fascinating and they're very interesting, as well, right.

So keep that in mind, right.

Companies change their rules, platforms can become unpopular, but protocols don't really die.

So until people stop using email, until people stop using the SMTP protocol, your email list is a portable asset.

The chances are very good that we're probably still going to have email in 25 or 50 years.

That's why this is really important to build now, right.

Let's talk a little bit about the details here though, right.

So there's really only three different types of email when we're talking about email marketing.

Transactional email, content email, and conversion email.

We'll dive into these a little bit here.

The first is transactional email, so let's look at some examples of a transactional email.

This might be things like receipts, right.

You buy something on Amazon, you get a transactional email receipt.

Maybe an order confirmation, forgot password, support tickets, sign-up details, your double opt-in for your email list, and unsubscribing email, or maybe shipping details.

These are all transactional things.

Maybe a user's doing something on your site, and you're kind of giving them an update via email.

Next is your content email.

So content email would be things like a welcome email.

Maybe you just got their email address or they just signed up as a customer, right.

It's a new blog.

Maybe something like a new blog post.

.

We just posted this new blog post, right.

So check it out."

A lead magnet or a value sequence, something like your newsletter. Your weekly or monthly newsletter, any type of social posts, or social post reminder, right.

"Hey, go check out this post on Facebook."

Free tools or exclusive content, any content that you create is a content email.

And the third one is a conversion email, right.

So any type of promotion, a sale, lead magnets can also be in this group, as well.

If you're launching a new product, you're upgrading users, you're offering a discount, you’re doing an affiliate, anything like that would be a conversion email, usually when money is changing hands.

Okay, so we talked about the three different types of email.

Let's talk a little bit about email distribution now.

So there's three different types of email, but there's really only two means of distribution, or at least two you should be focusing on, right.

Usually, that's broadcast email and automated email, right.

So there's two different types of email.

Most of your email should be automated, right.

If you're doing most of your emails now as manual broadcast, in general, for most businesses, that is not ideal, right.

Sometimes it's understandable, especially if you're smaller, right.

But in general, most of your email should be automated, right.

Let's talk about these differences first.

First is broadcast email.

So you should only broadcast two types of email; great content suitable for your entire list and one-off promotions, right.

So in general, like when you create something absolutely amazing, and you want to tell your whole audience about it, fine.

Go ahead do a broadcast.

Or, if you're doing kind of a seasonal or a time box promotion, Christmas 2020, or seasonal

Whatever, you go ahead and do that as a broadcast.

That's totally fine.

Everything else should be automated, based on user actions, right.

So in general, you want to be automating email based on what the users are doing on your site.

This allows you to send out content and messaging that is much more specific and relevant, contextually relevant to the users.

Instead of just blasting out everything that you have, you want to be sending them emails based on what they're interested in, and based on the actions that they're taking on their own site, right.

So examples of automated email might be something like receipts, order confirmations, forgot passwords, welcome emails a value sequence.

Maybe cart abandonment, right, if they add a product to the cart and then leave.

Lead magnets or upgrades.

And you want to do this in a contextually relevant way that's based on the actions they're taking on your site.

So that's really it.

We just wanted to do a super high level overview and answer the question, "What is email marketing?"

So that's it.

I hope that was useful.

If it was helpful and if you learned something today, go ahead and click subscribe down below to get even more Digital Marketing Tactics and Tips from us.

If you're on YouTube, we would love a comment from you.

What'd you think?

Is this helpful?

Is this how you think about email marketing?

Go ahead and leave a comment right now.

I read every single one.

“Email is king!”

“Email is dead!”

“Email, the most addicting drug on the planet” “How to handle inbox overwhelm” And on, and on they go.

In the blue corner you have “Expert #1” claiming social media is the way of the future.

And email is obsolete and ineffective.

And in the red corner you have “Guru #2” stating that email is the ONLY channel you need to use.

And that it has been, and will continue to be the most effective form of digital marketing available.

So who’s right?

Well…

Neither (but the edge in this argument goes to Guru #2).

Which is why in this episode we’re talking all about email marketing, and why it’s more important than ever.

Hello and welcome, my name is Adam Erhart and you are watching the Modern Marketing

Show.

Where we take different marketing tactics, tools, tips and strategies and break them down into bite sized actionable clips that you can use to immediately take your business to the next level.

So is email marketing important?

Does it work?

And most importantly ,is email marketing something you should invest your businesses precious time, money, and resources into?

To answer this, let’s look at a few simple facts.

Fact #1,

 Email marketing works.

Email is 40 times more effective at acquiring customers than Facebook or Twitter.

What makes this fact so impressive is that Facebook and Twitter (when done right) are actually pretty effective tools for acquiring new customers.

So imagine multiplying that by 40, and you start to see the real power of email marketing.

So what makes it just so darn effective?

There are a number of reasons but they all boil down to a couple simple things.

One We all use email for both personal, and professional.

This means an email from your Mom is likely to appear right beside a new promotion t a store you subscribe to.

This adds trust and credibility.

And two, Email is a medium that allows the development of a relationship by telling longer stories, including videos, and getting your customers to take action with embedded links.

This means you aren’t limited to 140 characters (with Twitter) or the choice between photos, video, or posting a long and detailed story (like with Facebook).

Pro Tip: Use social media ads like Facebook and Twitter to drive traffic to your email list, so you can follow-up and continue the relationship there.

When you combine social media marketing with email marketing you get a powerhouse combo

Fact #2,

Email is everywhere.

92% of online adults use email.

I’ve always wondered about the other 8% that don’t use email.

Who are these people?

I mean, even my grandparents who are 85 years old have (and use) email.

But Moving on.

Most of us use email.

Most of us need email.

And we tend to trust (at least to a certain extent) the quality of the information we receive there above other places.

Which is perhaps the biggest reason it works so well.

Email is an integral part of our everyday personal and professional lives.

And it is for your customers as well.

It’s fast.

Convenient.

And customers actually prefer receiving promotional material via email over social media.

This means it is OK to sell with email.

As long as you do it tastefully, respectfully, and keep it relevant, you have your Customers permission to do so.

Fact #3,

 A message is 5 times more likely to be seen in an email than through Facebook.

If you thought your email inbox was overwhelming, just take a quick look at your social media feed.

Chaos!

It’s like a high school talent show with everyone trying to get attention and be heard above the noise.

You also have a limited time to grab your prospects attention, make your point, and get them to take action

.

Of course this can be done (and is something we do Every day in our agency) but it’s a lot more challenging to do it in a few short words than with an email where you can include story, imagery, video, links, and more.

Email adds some “fudge factor” and ensures that even if you’re not a copywriting proyou can still get your message across.

Fact #4,

 Show me the money.

Email marketing has an ROI of 3800%

And I’m sure I don’t need to tell you that an ROI of 3800% is HUGE!

(Some statistics show the ROI is as high as 4300%) Regardless,

That’s a whole lotta return on your marketing investment.

Especially when compared to average ROI’s in real estate (12% )…

Or the stock market

(7%)…

Or even that “super incredible deal” your Uncle Lonny offered you a few years back to invest in his Llama Farm with the potential for an 80% ROI….  (that, came bundled with a 100% chance of loss when positioned against uncle Lonny’s previous business “opportunities”)

But I’ll take the 3800% ROI every day of the week.

And I suggest you do too.

So here’s how to make it all work.

First, you’re doing to need an email service provider.

This is what’s going to allow you to add subscribers, send emails, and keep everything on track.

I’ve tried a bunch, and now use – and recommend – only one.

Drip – which I’ll link to in the show notes below.

Forget Mail chimp (which has pretty limited features) and ignore Aweber (which is kind of a dinosaur in the marketing world that I happily abandoned awhile back.

Save yourself the headaches, and go with Drip.

It’s simply the best one out there right now, and even has a 100% free plan if you’re just getting started.

Next, you’re probably going to need just a little bit of training on how to write amazing, revenue generating emails.

I’ve taken more email marketing courses than I can count.

And 1 course stands head and shoulders above all the others.

It’s called Auto Responder Madness and it’s amazing.

I’ll make sure to link to it in the show notes as well.

It’s relatively fast (can do it in an hour a day, or jam it all into a weekend)

 It’s fun (Andre, the creator is a funny guy!)

And it works.

(The advice in the course is what others use when creating their own courses and advice.

It’s absolute GOLD) Drip is great, and Auto Responder Madness is great.

And when you combine the two you get a killer combo.

And a secret cocktail of marketing goodness.

One of the biggest obstacles to getting started with email marketing is this: “What am I going to write about?”

Fear not!

You don’t need to be a modern day Hemmingway to write effective emails to your customers.

In fact, in today’s age, authenticity and transparency are far more important than good spelling and grammar.

Add value where you can, be you, be real, and just write.

You also don’t need to come up with a 50,000 word email sequence.

No, 3

Simple emails to get you started will do just fine.

For email #1

 Solve your Customers biggest problem or answer the #1 question you get in your business.

For email #2

 Introduce yourself, your business, and your story.

For email #3 

Introduce another problem, explain it in a little more detail, and the Describe how your product or service solves that issue.

Done!

Congratulations, you’re now an email marketer well on your way to more leads, a better relationship with current and potential customers, an An 3800% ROI.

So thanks so much for watching.

If you enjoyed this episode be sure to subscribe to the channel, give it a thumbs up, and if you have any questions, comments or suggestions for a future video, be sure to leave them in the comments section below

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