Mastering Email Marketing: Secret Unlocked!

Hey, everyone, welcome to email marketing unlocked, where we teach you how to go from zero to 50, 000 subscribers. Hopefully you’ve been implementing the stuff that you’ve been learning over the last two weeks as this is the last lesson where I’m recapping everything. And by now you should be seeing more growth in your email list.

Probably not at 50, 000 subscribers, that’s unrealistic within two weeks but your numbers should be growing and you should be on your way to 50, 000 subscribers. 78% of email marketers observed a rise in email engagement over the last year. So if you’re not on the email bandwagon, you better jump on because it’s really important. It’s working, people are seeing results, marketers that segment their lists see an increase of revenue, 760%.

So even if you are using email marketing make sure you segment, you’ll see even better results. In 2020, the majority of companies have at least four people involved in their email review and approval process, that’s up 52% and I think that’ll continue to increase over time. Almost three-fourths of email markers feel that email is important to the success of the company. And 87% of marketers say that they use email to distribute their content.

Important takeaway, email marketing will grow so you should continually use it. And if you want to use it, you want to achieve maximum engagement. And that’s the point. And the way you do that is create those one-on-one interactions.

Whether using the words you or I in your email, personalizing things, putting their first name within their email. These are all ways to maximize engagement, AB testing, which is what we discussed in the last lesson. Always that you can maximize your engagement. And another trick that you can do is leverage segmentation.

People who are super active, you should send them different emails than people who aren’t as active, people who enjoy multiple emails from you a week, you should segment them, keep sending them maybe even more, people who don’t want that, segment them, send less. This is how you can adjust your email marketing, not just the messages, but your workflows to maximize your sales and revenue and even deliverability. So how often should you be emailing? Well, there is no right answer. I recommend that you do at least a few times a week but if your list is super active and they want daily, then email daily.

Like if you have a daily digest and that’s what people are signing up for, then you should be emailing daily, not weekly. On the flip side, if you have a weekly digest, email weekly. If you’re selling products or services, probably don’t want to email them every few days selling a product or service. But if you have educational emails in between, that’s fine, then you can email them few times a week with the educational emails and then sell every once in a while.

From a sales perspective, you’ll find that webinars are the perfect tool to nurture your B2B leads and customers. It also works for B2C, but the reason I’m mentioning B2B is not everything that works for B2C works for B2B. Typically the stuff that works for B2B will also work for B2C. And with the webinar, you want to invite them, that’s the first three days, then offer a replay, that’s the next three days.

Then your offer, three days after that, and then countdown sequence, which is three days after. And they can purchase any time in between, but that’s typically the flow for a webinar email sequence. And here’s the example. I may have an ad, drives people to watch a webinar, collect their email, invite them over email, as well as on that landing page, I’ll reinforce the data and the decision they’re making with data.

I’ll talk about the process, testimonials, case studies, the value, I’ll even have CTAs in there to generate sales. And then what I’ll do is I’ll continually have more and more webinars over time, not just one, and webinars on different topics because it allows me to create multiple ways to generate that sale as well. And what I love about webinars is you can use a sense of urgency because a webinar doesn’t last forever, which is cool. Your webinars shouldn’t be evergreen, at least at the beginning.

You can use things like LinkedIn to hit up your contacts, get more people interested or social media, just create a catchy headline. And as I mentioned, you got to create that sense of urgency ’cause it will improve your show up rates and the rate that people will register. And you’ve learned a lot over the last two weeks but the most important lesson that you should have learned is multiple ways that you can leverage email. There’s no right way or wrong way, you just got to pick the way that works best for you.

And the metrics will show you what’s working, right? If your list size is increasing, your open rates are improving, your click rates are improving, your unsubscribe rates are decreasing, your spam complaints are decreasing. These are all metrics that’ll help you understand if you’re choosing the right way. And if you’re seeing them go backwards, the opposite way that you want, just adjust and tweak your strategy. And in that strategy, you should also have an omni-channel approach.

Yes, email’s great, but it’s not just all about email. What about SEO? What about content marketing? What about Facebook marketing? What about just making your copy for your blog posts? Part of it, send it out in an email and get people to click through and read the rest of the blog post. This is all example of an omni-channel strategy which is the true way you grow, and that’s how you get to the next level. 

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