Hello amazing entrepreneur, it’s day 7 of Tashmas, and we’ve got a sexy conversation set up for you today. We’re going to be talking about email marketing.
In my opinion, 2018 was the year of being much more mindful of entering peoples inboxes. I say this all the time (and have been for years), we need to be conscious of every single opportunity people give us to get into their inbox.
So every newsletter, standalone email, launch-related email etc. We want to be very considerate that it is another piece of information people are receiving, therefore taking a piece of their time, energy, and attention by putting that email in front of them.
We are contributing to their overwhelm if we go to their inbox too often, and particularly if we send emails that have nothing to say. Not much is worse than receiving an email with no value because the author hasn’t thought about the content properly.
It’s been really cool to see some of the big marketers get onboard with this. We have seen a reduction in the number of emails that we receive when we go through some peoples launch processes.
Some are dialing it up though, I have one person where I signed up to a lead magnet and then counted thirty-six emails in a two week period. Then, after the launch had closed I received a further fifteen emails with cross-sells/down-sells and more.
As you can imagine I unsubscribed. I originally stayed to see how long it would go on for, but after the last down-sell, there was a two-week period where I didn’t even get a newsletter or freebie from them. The next email I actually received was them ramping up to their next launch.
If we are subjected to that many emails we’re going to get overwhelmed. I think that we as a whole are not tolerant of that kind of behaviour anymore.
2018 was also the year of GDPR (General Data Protection Regulation) and it started to make marketers accountable for ensuring that they had our permission to send us emails. For me, being added to random peoples mailing lists when I have no idea how they got mail is happening much less, and I’m very glad for it.
It really helped to create this standard set of rules for people. Even though a lot of us aren’t based or have clients based in the EU, to be able to set that beautiful benchmark and standard across the board for everyone coming into our world I feel is a really good thing.
One of the more controversial trends of the year was the rise in usage of messenger bots as an alternative/supplement for email-based marketing. I’ve seen some really well-done bots, but also some really bad ones as well.
I’ve really loved seeing how Zach Spuckler uses messenger bots in his business, and I know that he actually has some training on that which I’d recommend checking out. He really does a good job using them.
I still don’t use messenger bots in my business, I don’t want to fall into the trap of using a bad one and being mindful of how people might receive that.
The ones that I really don’t like are the ones that pop up immediately when I visit someone’s page and asks me what I’m looking for.
I was looking for your page and now you’ve interrupted me. People are on all different ages of computers and internet speeds, so popping up like that might cause issues for a potential client.
Am I going to be in love with someone who made my computer freeze? No, I am not.
Another reason why I haven’t gone down that path yet is that I still have things to master in email marketing and utilizing my Facebook pages before I add the complexity of using a messenger bot.
It may be something I look into in 2019… or 2020… Who knows? Who cares? Haha!
Something else I wanted to talk about regarding email marketing in 2018 is that I’ve seen a lot of women get much better at selling via email, and doing so in a way that feels really connected and taps into storytelling connection-based marketing.
It really shows how well some people understand their exact ideal client’s needs. It has been so wonderful to see and participate in, and I know for myself that I have become much more effective in ensuring I follow up on freebies, webinars, and live events.
I have managed to make sure that my follow up sequences are really well structured and effective, confirming that they make the key points they are supposed to without being overwhelming.
A great example of email marketing lessons and paying attention to numbers came when I was working with a VIP client. We did a launch together in mid-to-late 2018, and as part of the launch, we had an email follow up sequences for early bird and full price.
We ran a 5-day challenge to start with and then a masterclass-style webinar, both of which had follow up sequences.
Now, when we did the review of that launch we saw that fourth and fifth emails in the sequence of five had very low open rates, and the clickthrough was either one or zero people. We actually had 2,000 people come through that launch process and the open rates on email four and five were between 8% and 15%, but the clickthrough rates were really low.
We also had a sixth email scheduled just a few hours before the cart close which had a much higher open rate, but a comparably low clickthrough rate.
What we did to address this was to look through the behaviour of people in the previous emails and saw that by the third email more than 60% of people who had signed up had clicked through to watch the webinar, challenge recap, or sales page for the paid product.
We made a decision that for the next launch in January we would reduce the number of followup emails down to three plus the last-minute one. This will take place across 6-7 days around each lead magnet.
It’s really cool to be able to see those numbers and recognize the reasons behind how things perform. We ended up making changes to the sales page and webinar format/recording to be able to maximize the conversion rate of people who watch the recording to purchasing the product. The same change was applied to the challenge recap as well.
I think this just goes to show that when you have a strong KLTC (Know, Like, Trust, Connected) factor with your peeps, you will actually achieve your goals with your first three to four emails anyway, so there’s no need to send way more.
For me personally moving forward, I’m looking at the way I can reduce the number of emails for all of my onboarding and follow up sequences as well as maximize conversion once people have taken the first step on that emails.
There are some really good insights that we can glean from just a few experiences and examples of launches, email marketing, and email follow up sequences.
I have got a special freebie for you for Day 7 of Tashmas, and it’s a freebie that I released not too long ago. It’s a guide on how to write a great email follow up sequence, and it actually taps into buyer behaviors to craft an amazing sequence that will help you grab the various different buyers.
I give you the structure for each email, and the type of content you should be presenting at each stage of the sequence, and I’m giving you that for absolutely free.
One last thing that I wanted to talk about when it comes to email marketing is to make sure you have a think about all of the ways you email your audience.
Let’s talk about your regular email to your tribe, your newsletter, a love note, or whatever it might be.
I have the Heart to Heart newsletter that I send every single week, and it has a really straightforward and succinct format.
Here are some of the things that you might like to look at in 2019 to improve your regular email/content cycle getting out to your list.
Number 1 is consistency. When I send the email out every single week on the same day I have way better engagement with my audience, the open and clickthrough rates are much higher than when it’s totally haphazard. Towards the end of this year, I have been quite haphazard, we’ve had the Tashmas emails and various other things going out all the time.
We have also had the 7-day fast money challenge which is always a busy week because it is accompanied by a daily email, so I haven’t been as consistent as normal and I have seen a gradual decrease in the open and clickthrough rates of my emails.
Making sure that you are consistent, whether it be weekly, fortnightly, or monthly. I recommend at least fortnightly, but people really need to know when your email will arrive and what to expect. Layout consistency is also good.
The layout that I use is very straightforward.
At the top I have my love note which is a little update from me and what I have been up to, it always has a selfie as well so people can see that it’s me. It really helps with the sense of connection.
The second section is my content, I always make sure I have a beautiful podcast episode full of juicy value which can really help people with a specific area of their business or mindset.
The third chunk is my promo. I’ll either be promoting a free thing like a webinar or challenge, or a paid thing like 100 Days of Colour or the Heart and Soul Planning System. In the new year, it will be the ramping up of promotion for the 2019 conference.
It’s a simple format and really predictable, people know that it’s not going to be crazy long so they don’t need to skim through to get to the good bits. It’s just a really upfront process.
The final thing you can start practicing and experimenting with is your subject heading.
The subject of the email will really contribute to whether or not people are going to open that email. There are fun email subject lines using song titles or movie quotes etc, there are also compelling ones that make the reader want to open it immediately.
I think for a lot of people that work business to business the latter option will be a better fit for you but have a play around with email headings. The subject is what will dictate whether someone opens that email or not. For me, I use H2H and then x Issue (H2H: The Emails Issue). It always includes the topic of the email.
The reason I can get away with that with my audience is because I have built up a very strong sense of trust with my audience, so they know when they open my emails that they will be able to get a decent piece of content that will help them with their business straight away. They also know that it’s a very quick read.
For that reason, people are looking for H2H coming into their inbox. If you are not at that point in your business thus far, then maybe consider using more sentence-based subject lines so that you can really capture peoples attention and giving them the indication that they need to open that email.
P.S “You must open this email” or similar rarely works with people. The way you convey that people should open the email is via the value that you are providing inside the email, and not using pressure/fear-based tactics.
Hopefully, that has given you some great insights on how to improve your email marketing in 2019, and all of the trends/winners and losers that I’ve seen in 2018 as well.
I hope you enjoy the freebie, and until next time, I cannot wait to see you shine. Bye for now!