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my name is neil patel and i help companies generate more revenue through digital marketing entrepreneur magazine said i was the number one marketer in the world and they also said i created 100 most brilliant companies i started my first website at the age of 16. i took all the money that i earned from working at amusement park and i paid a marketing firm the marketing firm provided no results and i quickly learned that i wasn’t alone out of my frustration and from being broke i had no choice but to learn marketing my first client was a power supply manufacturer i helped him generate another 25 million dollars in sales and from that point i realized the power of marketing i helped everyone that i could and I built my reputation by being honest and over delivering i’ve helped companies like google nbc viacom general motors ebay but nothing’s more satisfying than helping small business owners succeed i founded four multi-million dollar companies and i’ve learned all the mistakes that you should avoid
i’ve written about them on forbes entrepreneur inc fast company and even on my own blogs it’s so awesome to know that colleges from all around the world are teaching my material in their classroom over the years i’ve received awards from the president of the united states the
house of representatives and the united nations people believe marketing is expensive and difficult fortunately that’s not true there is a formula even if you don’t have a technical bone in your body you can get results and my mission is to share this formula with you welcome everyone uh today is a fun day we’re going to be doing a webinar today and today’s webinar is how to win customers hearts and pockets with the seven email strategies so what i’m gonna do is i’m gonna share my screen and we’re going to get started so let’s see share i’m assuming you guys can see my screen colin vignesh you can see my screen yeah i’ll take that as a yes no there we are perfect all right as i mentioned as i mentioned we’re going to be teaching you guys today how to do really well with email marketing we’re going to give you seven strategies if you take the time to implement them you’ll see results a little about me i’m the co-founder of np digital which is an ad agency we’re global we help companies all throughout the world from india to brazil to the united states canada australia uk etc in
many different languages we help companies grow their traffic and more importantly their online leads and sales i’m also the owner of ubersuggest which is a seo tool that helps you get more traffic i’ve worked with a lot of large companies over the years from the facebooks and the microsoft’s the intuit have a lot of awards and the purpose of me saying all this isn’t to brag i don’t think i’m the smartest person around I don’t think i’m the most successful person either it’s more so that i work with these companies and i have these awards because the results the tactics right the tactics and strategies that we’re implementing are creating
results which means this stuff works so today when my team and I break down email strategies for you just keep in mind they’re battle tested they work so if you implement them pay attention to them and they will work and
you already know a little about me I just went over my bio vignesh you want to give a quick introduction on yourself yeah so i’ve been working here for about seven years now i think i run the email marketing department uh you know i i’ve worked with the smb market the enterprise market celebrities you name it all since i’ve joined here uh you know i’m super grateful to be working here you know this is kind of like uh one of my dream jobs like i think sometimes sometimes like some things are beyond dreams you know what i mean like it’s like it’s something you want but it’s like actually better than that so that’s the quick introduction on myself but yeah colin you want to do a quick introduction colin is our vp of growth at np digital yeah thanks neil thanks for having me i’m happy to be here been been doing uh digital marketing for for quite some
time orked with a lot of large enterprise brands but also a lot of smbs and i’m the guy that helps to pull all of the things that we’re doing collectively within digital marketing together um because breaking down the silos is is super important when it comes to digital so how do you know the secrets behind the best email companies right how do we know all this it’s because we’re working on email marketing for some of the largest brands and after you’ve done it for so many times eventually you figure out what works what doesn’t what’s causing growth us and you’re running so many experiments you’re also learning new things because you’re doing it at scale as well and we generate a lot of traffic to companies in all different industries through email from seo through uh
you know because you’re collecting the leads from seo or email leads collecting email leads from paid
collecting it through just organic as well and then we’re doing it for companies in the e-commerce niche b to b b to c lead gen space it literally works in pretty much any industry mailchimp just recently sold for 12 billion dollars to give you a understanding of the size of the market and as i mentioned at our ad agency np digital this image isn’t necessarily up to date but we just set up a a base in the united kingdom and we’re continually adding more and more locations as well and as i mentioned the stuff is working right not just on what we’re implementing for the clients but the people who are watching the webinars and taking the tactics that we’re breaking
down they’re getting great results and this is why we’re also getting amazing testimonials as well so just please if you just do one thing implement at least one of the strategies of the seven that we break down today and if you need any help you can always hit us up and we’re here to help you out as well so let’s break down how to win customers hearts and pockets with the seven email strategies right well you gotta first look at basic versus advanced right who’s using email marketing and it’s actually companies of all sizes from the facebooks to the microsoft’s to you know even small companies that you may have never heard of as well as the big brands you know like as we mentioned facebook microsoft and even apple and people of all sides are leveraging email marketing because it’s working and it’s producing amazing results just think about netflix i get amazing emails from netflix not just on what you should be watching but hey rejoin today right if you end up canceling they’re
doing engagement campaigns to get people back at it so then that way they can end up generating more sales over time as well so before we start you need a campaign strategy without a campaign strategy you’re just sending emails and you’re not really going to see the results that you want with your email marketing and a lot of that is nurturing right so you get people in how can you nurture them build a rapport with them so that
way you get them to buy if you just start sending cold emails randomly to people and you just send them emails in quantity and you don’t build the value the connections giving them so much intrinsic value with the copy that you’re sending they’re like huh i’m getting so much for free let me purchaseif you don’t do that you don’t educate and you’re only just selling you’re not gonna do
well you gotta in essence show people you care by following up by educating by helping all this will help ensure that you do well and convert people in the
long run so let’s break down the strategy you want to kick it off sure um so one of the things that we do
for email marketing that works really well is we like to deploy what you call workflows right so workflows are preset campaigns uh specifically for email marketing that help you perform a specific action so meaning
let’s just say someone goes to your website right and they sign up to a newsletter so on the newsletter what’s ending up happening there is there’s a preset amount of emails there’s a date there’s also a time specifically set for that workflow to be triggered right now that’s a super simple version of a workflow right now there are also much more complex workflows and also just so everyone knows a fun fact is customers are two times more likely to view personalized messages and actually
buy from them versus like a simple message right so that takes us to an example workflow right there um so what you’ll notice is this is a typical ecommerce workflow right so you have uh you know someone who hits the website look at some products and then they either add the cart or they go away right now that’s typically what’s happening what we like to do is we like to have a contingency set for every single time someone is leaving the site so for example someone might leave your site on a cart abandonment someone might leave the website on browse abandonment right so we have workflows for card abandonment browse abandonment you can also see we have customer nurturing workflows we also have post sale upsells returning customer workflows all of those essentially get you more revenue and push people through your sales process so there’s that that also takes us to a few key workflows that you might want to deploy right so as you can see
here the first one is a lead nurturing workflow where someone comes in they’re actually looking at your website they sign up they have no idea who you are would you sell no like trust or anything that lead nurturing sequence then takes them from them nodding have not having any connection with you to the point where they are buying from you right so typically we deploy that on exit intent and lead light boxes on the website right card abandonment like i talked about pretty stable you know someone comes to the website they add something to the cart and then they bounce right you send them a couple emails and try to bring them back so that’s a card abandonment workflow a browse abandonment’s pretty simple you know someone comes to the website they don’t add anything to the cart you basically find them and then you put them into a workflow and say hey this was a product that you were looking at 30 minutes ago go and get that back right so that’s the browse abandonment workflow lastly we also have the product page automation workflow meaning if
someone hits a specific product on the website meaning they’re looking at blue jeans you send them an email specifically saying hey these were the exact blue jeans that you were looking at a moment ago right those work really really well you can also see there’s other workflows such as content abandonment win back workflows and customers we’ll talk more about this
in just a moment so campaigns um what’s happening here is that it’s it’s really tough to just generate roi with just workflows so if you look at that example there uh you can see this client right here generate about 1.2 million dollars from our work from email marketing right they had a combination of workflows eight workflows all the workflows i just talked about we implemented it for them and they also did weekly campaigns holiday promotions such as you know black friday cyber monday all sorts of sales that we ran for them and that is what contributed to that revenue right there so if you want to have a solid email marketing strategy you want to do campaigns and workflows and that’s what generates the highest roi right some campaigns you can see as an example here is on the right side you can see that’s a comparison guide for one of the clients we work with and typically when we do campaigns we send them out at 9am pacific standard time either on tuesday or thursday as those are the days that we have tested to generate the highest roi right thank you and bigness is saying 9am pacific time on tuesday or Thursdays
because this company’s main target audience is in the united states if your target audience is in europe you would have to adjust it to your time zone and you may want to try out 9 a.m within uh the country you’re in right whatever time zone that maybe exactly exactly yep um apart from that you also want to come up with creative angles to promote the same products especially your best
sellers on a week-to-week basis if you don’t you’re leaving a lot of money on the table which is what we’re recommending here so this is a quick example here from one of our clients um you know they’re they used to
actually they still sell music production gear essentially and this email that you see here actually generated them a hundred thousand dollars in sales right and what they did was they had a product like with the original product that they were selling they also had a production suite of music that they gave away as a bonus for the product they also had a facebook group they also had a music production contest going on and also a bonus usb drive with a pat platinum usb drive with exclusive content and that helped them generate a lot of revenue from this email if you guys want uh this email just email us and support neil patel i will send you the exam email and you can use it for
your own promotions so it’s kind of where it’s at um some examples of weekly campaigns you can see this is uh damn bullion this company right here generates about I think 100 million dollars plus in revenue you can see their promotional calendar here every three days they are launching a campaign right it doesn’t matter uh you know what’s happening uh what day it is every week there’s at least three to two campaigns that are going out every single week and that is the large contributor for
their revenue right and the tool that we use to find this out is a tool called mailcharts.com so you can google it mail charts uh it’s really simple you can get a free trial and go add in all your competitors they will send you exactly uh you know what your competitors are doing from a campaign standpoint as well as a workflow standpoint this is another example from gillette so not only are they giving you the exact promotional strategies of your competitors they’re also giving you exactly what the cadence is what the emails are what the offers are every single thing is broken up so you can kind of like go and use that as a great tool to kind of start working on your own email marketing to begin with all right so cadence thanks thanks finish way to we had a tm cadence so you know i think that a lot of a lot of companies both large and small really miss the mark here and neil mentioned this early on you know email marketing is about creatingrelationships with the people that have basically opted in to get information from from you as a business so understanding how those workflows are set up how they’re tied to the campaigns and then also how we want to send those emails you know on a regular basis is actually a really really really important part of a successful email marketing campaign you know readers
want to to get to know you but i think it’s important for them and for you to understand you know what’s important to them it’s super important critical to maintain look feel voice and schedule across those workflows across those campaigns because we don’t want to confuse the end user thinking that things are coming from different folks we’ve tested this time and time again and when you have maybe promotional workflows you know talking to non-promotional workflows we’ve actually seen huge increases in conversions and revenue upwards of 70 percent you know if you have something that that’s really valuable and scalable it’s fairly easy to to promote it and execute it and that’s the best chance that you’re gonna have to actually get more dollars out of out of your emails so next slide please
so i mentioned promotional campaign strategies and how critical it is to to not have those in a silo this is an example of what various promotional campaigns might look like and
i think having this planned out as far in advance as possible is important but it’s it’s also important not to just look at your promotional strategies in a
silo you know let’s look at drip campaigns and other campaigns that we’re using to to try and nurture those leads to make sure that they have consistent messaging that there’s one voice one tone um because you know without that you’re not going to see that 70 increase that we showed on that previous slide another super important critical point to email marketing and one thing to keep in mind here when you look at the screen if you look under type you’ll see reminder newsletter survey webinar promo they’re
rotating up the type of copy and by rotating up it also can give different value to different people because some people may feel that a newsletter is more valued than a webinar and some people may feel webinars more valuable than a newsletter so by trying different types of content you’ll see what appeals to your audience you’ll be able to also boost your conversion rate because through that testing you’ll figure out what you should be sending more of from a type perspective and what you should be sending less of yeah and i think that even before you send emails like figuring out you know the check boxes that you provide end users as to what sort of information they’re willing to receive via email is another important step
throughout that process too so let’s get confirmation that they’re okay with newsletters promotional you know emails et cetera et cetera and in addition to that it allows you to tailor your message to make it more customized and specific you know to those end users um so next up after cadence is is tech strategy i mean before you send anything you really need to figure out you know
what what’s going to land in people’s inboxes what’s not going to be flagged as spam you know you want to make sure that all of your hard work actually gets found and read um so lots of acronyms here but i i think you know understanding and authenticating you know your business and and the fact thatthese emails are coming from you it is critical um so go do some google searches on google postmaster you know google provides lots of information dkimspf you know dmarc mx records these are all things that are fairly technical in nature but we need to make sure that we sort of pass the sniff test if you will you know before we start sending out
emails to everyone on our list you know otherwise as i
mentioned before none of this stuff is going to get opened and it’s not going to get read so a couple of examples the the setup authentication you know this is bigger than a lot of folks might might understand i mean there are a lot of people out there you know spam nobody nobody likes spam but authenticating your email it verifies that the email address that your business is using you know is actually coming from from your business and not from somebody else not from some fraudster so you know this is you know one of the biggest things that we recommend that you check first is make sure that you’re setting it up and you’re authenticating um go to the next slide i’ve got some
examples of some pretty cool tools so never bounce you know uses an email validation verification technology this is actually before the email capture so you know when when you’re asking people to sign up for your newsletter or for your emails in general you know let’s authenticate that those emails are in fact real you know before we even put them in our database and before we start sending emails to those individuals so that’s that’s one awesome tool that’s that’s totally free you know all of the platforms these days have spam check functionalities um you know i don’t know how often um happens to me probably once a week hey this email never came through oh check your
spam filter every every day every week you know new keywords and new things are being added to spam filters and most of the platforms give you the ability to check and make sure that your email will not be one of them you know so look for spam check functionality within your provider inbox testing is another one i mean whether it’s gmail or outlook i mean there’s a gazillion different types of platforms in ways that users actually
consume your emails you know let’s make sure that the email that you’re getting ready to send you know actually renders properly looks good um it’s what you know you want the user to see across a variety of different platforms so that’s another cool tip and then senderscore.org so after you’ve validated your your email and you’re sending emails you know we recommend that you go and check your center score every once in a while you know ideally you want a baseline and you want this to go up you know this is something that can be optimized and something that will just improve your your open rates and improve everything that you’re doing about about email and then we consolidated some of those tools that i just walked through litmus return path sender score etc check all of those out most of them have you know free options you know bookmark them and get in the habit of using them and then lastly in my section you know email copy you know has to be part of the strategy right like we want people to open your emails we want people to engage with those emails we want people to scroll you know down those emails and we want people to you know not opt out headlines bullets links and probably you know the most important thing is all of your emails should have some sort of a hook and if we go to the next slide i’ve got some examples of what that might look like so yes we want to increase sales and we you know email can do a lot of different things you know but one thing that we also want to do is we want to make sure that we’re not d we’re not decreasing the number of people that are signed up to receive our emails so we want to make sure that we’re testing small subtitles we want to make sure that we’re always talking about our value prop you know so point one and two um I i think are really good examples of ways that we would open up and sort of build that
relationship that we’re talking about i think point three you know is a critical one too emails are a critical way for us to connect and to keep in touch we provide exclusive
coupos we send exciting content we provide you updates who doesn’t like coupons who doesn’t like exciting
content so you know giving users that hook is something that we always recommend and regardless of what workflow we’re talking about we think that all emails should have some sort of hook in them okay um so let’s also talk about creating marketing campaigns that actually sell right so that’s where we talked about the technology side of things talked about workflows and campaigns now let’s talk about what to put inside those campaigns and workflows right so one of the things that is super critical to understand
is no one really knows exactly what to put in an email that will generate sales that’swhy we actually have this process called full
process surveys where you actually deploy surveys to customers to non-customers for back-end offers like if someone does not take your upsell you want to email them and say hey can you tell us more about why you didn’t take this upsell is there anything we could have done better uh you know is there anything we could have done in the user experience like asking them questions will tell you exactly what the user needs to know to actually convert right that’s that’s the critical piece here right that a lot of email marketers don’t do they don’t actually ask the users and customers what they could be
doing better and then doing it so there is that uh that also leads us to a couple other advanced tactics um sometimes people don’t necessarily give you the real answer on a survey so if you survey 100 people they’re not necessarily going to give you the real answer you know most of the time so at those points and if you’re just getting started with email marketing you have 100 subscribers i would recommend sending out an email saying hey uh like from your actual inbox not from your autoresponder you actually have your inbox and you send them a personal email saying hey um you know
i am the founder of xyz company and i’m looking to understand what we could do better what are your challenges would you like to schedule a 15 uh conversation right and what this does is it actually gives you um like 15 minutes to kind of go through things with them and actually understand what they’re going through right because in a 15-minute conversation you could understand so many things about the user that you just can’t understand through a survey or reply from them and so on so it’s a really wonderful tool now uh what we are trying to do with email marketing is we’re trying to improve these metrics so in terms of uh uh like analytics this is what we’re measuring and improving on a day-to-day basis right number one is your list size has your list grown in the last 30 days right has your open rates gone up or
down in the last 30 days click rates have they gone up or down revenue per mailing has that gone up or down right so all of these are metrics that really matter uh there’s also some metrics you want to decrease like your unsubscribe rate needs to go down right your spam complaints need to go down your bounce rate needs to go down your open rates might segment should go up right and monitoring these exact metrics give you the exact ammunition for you know if your email marketing is working or if it’s not working right so that’s kind of what’s happening there so um from there that leads us into uh some interesting points here so once you get this data what you are doing is you are recalibrating your marketing based off of that right because with email marketing you are essentially marketing to the same person over and over again uh in a group right so if you were to send the same type of messaging
over and over to them it actually is like your open rates and click rates will go down over time but if you do these steps that we’ve just talked about you can actually pivot your strategy and tactics to move towards what actually will work in 2021 or going into 2022 right and that is what we suggest now there’s also some uh amazing value that email marketing has that other marketing channels just don’t have for example uh if you look at the next slide what
you’ll notice is that
uh with email marketing you’re going to
see what’s called lifetime customer
value right so ltv
on average your ltv for e-commerce
specifically uh is going to be 10x
the original transaction depending on
the market right so this is a client of
ours as you can see here they’ve had 36
000 customers who placed over 293 000
orders over a 10-year timeframe right
now
typically with other channels like
measuring lifetime value like this is uh
pretty tough but with email you can see
it’s consistently taking a customer
who’s paying 37 average order value and
having them come back over and over and
over again in this case they’re coming
back at least nine to ten times right
and typically what’s happening here is
that uh that customer
cumulatively these customers these uh
you know 36 000 customers have given
this business about 10 million dollars
in revenue now great thing that’s also
happened with email marketing is that
you can actually figure out like through
predictive analytics tools that exist in
almost every crm these days is that you
can actually figure out when they’re
going to buy
next and then send them an email exactly
the moment that we think you know at
least the system thinks that they’re
gonna get you know purchase again which
is really cool it’s not really hard to
set up it just uh requires some know-how
on how to set that up
so
um that takes us to the next slide so
let’s talk about the holidays right the
holidays are coming up you know we’re
technically going into q4 and q4 is the
most profitable time for
e-commerce and you know businesses in
general right so here are some
uh facts that’ll kind of help you
understand this a little bit more so on
average
uh an average american spends about one
thousand
forty eight dollars like over a thousand
dollars on average on uh items like
decorations candies gifts all that
deloitte actually forecasts the holiday
retail sales in 2021 uh this year is
actually going to be about 1.2 to 1.3
trillion dollars from november to
january right which is huge so if you’re
not doing email marketing you’re
actually missing out big time right
especially with e-commerce sales
projected to be about 218 billion of
that 1.3 trillion dollars right so here
are a couple things you need to be uh
doing if you’re going to be
marketing during the holidays right so
you want to do what’s called trust
building campaigns right such as social
proof campaigns that you get you can
take all of the customers you’ve had in
the last 12 months take all the most
profitable start with that not a
profitable but all the nice things and
all their testimonials put them in an
email send it to your like non-buyers
and that’s going to help convert a lot
of customers what i mean number two you
can actually get your best customers to
review your product and actually
use that in an email right like send
your own unboxing video right there’s
also holiday campaigns like black friday
cyber monday christmas right those are
huge huge uh you know days that you need
to actually hit to generate the most roi
right there’s also content-based
campaigns where you’re sending out
content to your users to help them out
uh you know with content because you
can’t just keep mailing them uh you know
offers every single day right there’s
that
there’s also new category products and
releases so if you have new products
coming up in the in winter you
definitely want to push that out as fast
as you can so that’s kind of where it’s
at
and these are the dates that uh matter
you can pause and like look at these but
these are the dates that you want to be
sending emails on no matter what right
so uh you can take a screenshot of this
like review this later but this is a
few days that matter a lot
from profit standpoint so
uh yeah i will hand it back uh
to oh this there’s this as well um so
dedicated email so if you don’t have
your own email list this is like a last
hack for you if you don’t have your own
email list what we suggest is you can
actually go find a blog or find like an
influencer in your space and borrow
their list now meaning like you don’t
buy it or anything like that you pay
them a small amount of money
for you to basically send one email to
their list right one dedicated email and
there’s a lot of lenders in the
marketplace that allow you to do that so
even if you don’t have your own list you
can work with someone else’s list and
still do these campaigns uh and see some
good revenue as a result of that so
uh i will then hand it back to now
cool so let’s go over bonus case studies
so give you some examples here’s email
marketing for somatics cinematics as
vignesh mentioned uh he led this up he
did an amazing job here along with the
team as well
they sell music-related stuff if you
want to be a dj or audio related stuff
like voiced up
tracks most of its digital not really
too much equipment based stuff
and they were trying to reach gen z
and the solution with them was to create
a funnel and then a webinar uh with
upsells down sales and use email
marketing
and the team ended up helping them
generate 4.5 million dollars in revenue
over eight product launches and their
subscriber base was over 1.1 million
users which was amazing
and if you just look at the screenshot
here email drove a lot of revenue 1.7
million
and it’s just something that you
shouldn’t take for granted and somatics
isn’t the biggest company out there
right there’s a lot of
big companies and for bigger companies
you’ll even see a much bigger dollar
amount but they’re still a smb and as a
smb email
is super powerful and you shouldn’t take
your granted no matter what business
size you are
here’s one of my old sites i no longer
own it quick sprout
new people ended up taking it over a few
years back
received six hundred thousand visits a
month and we were doing webinars seven
percent click through rate with the
webinar registration forty two percent
of the
uh
uh registered for the webinar and 8.5
close rate of the webinar uh attendees
and uh the numbers were pretty good you
know through email marketing we were
able to increase leads by 305
and it drove 140 of the sales what was
really interesting with the email
marketing is
50 of our sales roughly sometimes a
little bit more sometimes a little bit
less came from the webinar but roughly
50 percent came within a seven day time
window mainly through email marketing
and a lot of it was on day six and day
seven specifically
and the team as well did an amazing job
with this one oma which is a big
publication in the
marketing realm with a lot of cmos read
uh we’re a finalist they haven’t
announced the winner yet for our email
marketing campaign with bavarian
clockworks um
you know bavarian clockworks is a
company that ends up selling clocks you
can check them out but email’s done
extremely well for them you can see some
of the stats right here on the screen
but the stuff that we’re doing the
strategies like that we talked about
today that colin and veganish talked
about as well as the rest of our team
we’re implementing it on our clients and
it’s working hence awards and you know
being
brought up as one of the finalists
because the tactics are working so just
make sure you implement at least one of
them and you’ll be better off
the big mistake that people make in
marketing i’ve seen this time and time
again
they have all these ideas when it comes
to marketing they did one too many
things they try to find the latest and
the hottest thing out there instead of
just focusing and double downing on
what’s work if you think about email
marketing it’s not sexy no one talks
about it compared to you know instagram
but it works right it’s not the latest
tick tock or snapchat but it works so
don’t take these old channels for
granted and if you ever need help and
you want my team to do it for you right
we have a proven tracker just go to
npdigital.com
and you can always follow the lead form
there
so now let’s go into questions
barbara do you want to end up bringing
down some of the questions that people
have and we can get them answered
um and this is also quite interesting
you guys should also check this out and
use it one of you know and i’ll share an
interesting stat for you
when we do a webinar we typically can
get a hundred plus leads just from
people taking up their phone which i’m
holding on the screen and then
scanning their camera with that qr code
and it ends up generating leads so if
you do webinars or you do marketing
consider having qr codes within your
images or at the end of your webinars
it’s a great way to generate leads we
use it works extremely well and you can
also do then get to lead generation form
and work with us by just skinning your
camera on it as well but let’s get into
some questions barbara
yes hi everyone this is barbara here
from eos team
and i have some exciting questions that
people are always asking about email
that i thought would be interesting to
share with everyone
um so the first question is
uh what are some that’s for neil by the
way what are some of the advantages of
using an agency instead of my email
marketing campaigns in-house so yeah
what’s the difference there
so you can use it in-house there’s
nothing wrong with either approach um
sometimes you can get it done cheaper
in-house if you’re a really large
corporation if you’re not you may not
need full-time dedicated email resources
so in some cases it can actually be
cheaper to use the agency than hiring
someone full-time
the second advantage and this is the
biggest one is more so
you can end up
when you run your own campaign you’re
learning from your own results with the
agency we have so many clients in so
many different spaces we’re taking our
learnings from all of our clients
aggregating it and using it
to make better informed decisions for
our clients so they typically see
results much quicker and they can see
better improvements because we’re seeing
data and mass scale from many different
industries
amazing next question is for colin what
are the best ways to encourage opt-in i
want to build my list from scratch
provide options
i mean i think that that’s that’s the
best way
to to not only get more people added to
the list but to
tailor the messaging once you have your
list and what i mean by options is when
you’re capturing the email
ask more questions don’t just ask for an
email address you know what sort of
information do they want to see you know
are there specific categories or
subcategories that they’re more
interested in i mean if they select yes
guess what you know now we have the
ability to sort of segment personalize
and tailor our emails to be more
specific to you know the information
that they actually you know want to
receive from us so i would just say take
take a look at the the options on your
form before you even capture the email
that’s that’s the recommendation
all right great question
now vignesh uh we have a question what’s
the ideal client to since you know you
work
directing our email marketing area so
it’s the ideal client to work with us at
the agency
so
typically if the business is stable so
for example if they have at least
half a million dollars in sales they’ve
been in business for at least two years
and they have a customer list the week
in email
those are the best type of customers
because they already have an asset that
we can use to
bring them roi really quickly right
because typically with a lot of our
clients uh they tend to see an roi like
within the first three months or so only
because they are a great fit so if there
is a you know revenue backup their
business is stable and they have
customers and we can definitely help
them in terms of email marketing
can i maybe
can i pile on to that one barbara real
quick um yeah
i i think i think we also
really
enjoy working with clients where we’re
servicing those clients across multiple
channels and or touch points
because email is a really good closer
but and it’s a great way to to nurture
the leads but if we’re also managing
things like paid search or paid social i
think it allows us to be more effective
for our clients because we’re we’re kind
of connecting the dots throughout the
customer journey so anytime we’re
managing multi-channel for for some of
our clients i think those those clients
are the ones that see the most success
for sure absolutely
you’re right um there are a bunch of
questions also about you know what
should i do with a disengaged list and
how to make sure my emails don’t end up
in the spam folder so can you guys talk
a little bit more about that
sure so with the disengaged list
and i’ll actually break down a few
scenarios
so when you send up emails a portion of
your people are going to be active no
matter what whether you send an email a
month ago or five months ago or one week
ago just some people are genuinely
active and some people are not if you
have the longer it takes you to send out
an email you know the higher percentage
you’re going to have of people disengage
uh and what people’s gut inclination is
is hey i’m just going to keep sending
them emails
and if you do that what you’ll find is
if you send emails and too many emails
to people who don’t open them
they’ll actually start showing up in the
quote unquote spam box or other inbox
and what these
solutions like gmail and outlook will do
or hotmail
they won’t put them in the inbox even if
someone didn’t mark them as spam if you
keep sending emails to someone that
doesn’t open them they’ll just push them
away and not show it to that person
so then as i mentioned a portion of your
list is engaged
but if the majority of your list isn’t
engaged and you keep sending emails to
everyone but the majority don’t ever
open them and then gmail stops showing
to them the people who were opening up
will eventually
slowly start seeing your emails
disappear and not show up in their inbox
and they may show up in spam because
what their algorithms will do say hey
the majority people aren’t interested in
this so let’s just start pushing it to
spam
it’s a lot of large numbers so what i
would do is take your
list if they’re not engaged well start
sending educational emails and emails
that provide just so much value like go
above and beyond and give them stuff if
possible for free that people would
normally pay for whether that’s good
content or webinars or free ebooks or
courses or even products with discounts
or free
they just pay for shipping
give them something that really gets
them engaged back and after you do that
a few times
then what i would recommend doing is
separate the non-openers with the
openers
and eventually start slowly scrubbing
off the non-openers from your list so
then that way it’s not affecting the
openers
great those are great tips
um so now we have a question about of
course black friday cyber monday um
i guess vignesh or colin do you want to
let people know how to better prepare
for it for those um holiday season
sure i could start off colin so
real quickly what you want to do with
black friday and what we’re doing for
all of our clients is we actually have
the black friday cyber monday campaigns
done already for them right only because
when you’re doing something like last
minute for as big as like a black friday
it’s really really tough to actually
make an impact right but if you have all
of those done two months in advance
you have a lot of room to work with you
have different variations that you can
test at a later stage right so
my highest recommendation is get all of
those emails like all of the christmas
black friday cyber monday you know
thanksgiving like all those emails done
today or in the next couple weeks before
those actually come up this way you have
time to test see what’s happening and
just you know adjust and recalibrate
accordingly
yeah and then i’ll pile on just just
saying that
data is our friend and you know black
friday cyber monday comes every year you
know how how were those campaigns if you
have that data last year what were the
findings what did you learn from those
campaigns
additionally
consider testing ad copy before cyber
monday you know within places like page
search you know as an example to see if
you know some headlines garner better
click-through rates there’s a lot of
testing that can be done on other
channels to essentially help connect and
inform you know what you’re doing from
an email perspective but data is our
friend you know take a look at whatever
data you might have from last year and
then test whenever you can strategically
in in other platforms you know like paid
search paid social
okay
um vignesh i’m sure people would love to
know what are some challenges that you
faced with clients and how you resolve
them
okay um
sometimes uh there are a couple
scenarios number one is someone who
hasn’t ever sent email right they don’t
know what to send they literally are
just starting so at that point
that’s when we do those surveys i talked
about and those phone calls and stuff if
the client does it essentially and
figure out
uh exactly what
uh works right what should be sent what
type of promotion should be sent right
and those surveys actually work really
really well like you could even send the
survey out and ask people hey what type
of promotions do you want to see on
black friday what what do you want from
us from cyber monday like what could we
do for you that will fulfill your needs
and make you really happy and stay our
customer the long term right so that is
like a lot of like what we do is
initially when we begin a contract to
figure out what’s happening now there’s
also times where you know someone comes
in they actually have been doing email
really really well and for some reason
their deliverability drops off right so
at that point we actually go and do a
full deliverability audit like we work
on there
as colin talked about we work on their
spf we work on their dmarc they dkim we
basically make sure everything’s set up
correctly we go to different isps and
you know email service providers and
basically verify the ip address verify
the domain actually helps with the
inboxing and that actually helps solve
their inbox issues and then thus helping
them generate more revenue so those are
like two scenarios but i could go on and
on but i think that’s like a good start
unless i’m missing something barbara
no no you’re not um we have so many
great cases um that vignesh has led
so
i mean i’m sure there were there were
also a lot of
challenges with those but
we can always overcome them and email is
one of the highest roi channels if not
the highest that we see in all of our
our clients so it’s very valuable um now
we have a question of course every time
we run a webinar people are wondering
how can they
how they can work with us
and hire us to take care of in this case
of their um e-commerce and their email
marketing or if they’re in other
industries too how can they submit a
request so in fact there is i can answer
this question there is a
qr code that shows up in the screen you
can scan it and
then convert on that page and we’ll get
in touch with you
um
all right so we have a few more
questions do do we have time for a few
more
let’s do it good
okay
uh the people are asking what are the
best kind of subject lines
so out of everything that i’ve tested
and it’s going to depend on your
audience but typically casual like a
friend would write to you short to the
point um people don’t always capitalize
everything in their subject lines like
when just imagine a friend writing an
email to you so think of subject lines
like that putting someone’s name in a
subject line typically increases
conversion rates from what we’ve tested
as well so that should give you some
ideas on what to potentially use
great someone has just asked in the
comments how do you improve your
copywriting skills
um i could just say you need to write a
lot of copy and study really great
marketing and copy so i would recommend
going to mail charts and just seeing how
great email copies written by some
really huge brands and that will give
you a lot of insights that you otherwise
wouldn’t have right so i would start
with that if there wasn’t you know like
a starting point uh
yeah and make sure make sure that you
sign up and i’m sure you have
receive emails from all your competitors
you know what do you like about what
what they’re doing and can you maybe
learn
you know from from what the competition
is doing and then you know abt always
always be testing
and that includes copywriting
yep
well another interesting question we
have here is how do i send the right
content to the right customers and how
do i know um what they like i
think you’ve answered that with your
surveys right bigness how important they
are but if anyone wants to add anything
else to that
yeah i’ll i’ll
repeat that survey is probably the best
method
but i think
everything in moderation right but i
mentioned it earlier you know what other
questions
can you ask before you capture that
to better segment the the customers and
and then tailor the message specific to
them i think that that’s that’s
something that’s often overlooked
okay i think we are good
uh maybe one more question and then
we’ll wrap it up
uh the last question is what’s the best
frequency to send emails simple one
it depends on the audience but what i
would recommend doing is at least a few
times a week if you start doing like
once a day gets a little bit too
aggressive a few times two three times a
week i’ve usually found for most
industries and most companies that’s
typically the sweet spot
and of course everyone thank you guys
for attending
bigness colin barbara uh solomon russell
team for putting this together and all
you guys listening i and answering
questions i know you guys have other
things to do and you have busy mondays
so thank you guys for joining
thank you so much everyone
thank you guys thanks guys have a great
week