How to win customers’ hearts and pockets with these 7 email strategies webinar.

[Music] [Music] 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 produce better results for your company 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 worked 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 purchase if 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 they 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 creating relationships 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 that these 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 dkim spf 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 coupons 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's why 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 email 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

Channel: Neil Patel

Views: 7,995

Rating: 4.9507189 out of 5

Keywords: SEO, online marketing internet marketing digital marketing inbound marketing marketing

Id: yzsdtYlzSEU

Length: 51min 9sec (3069 seconds)

Published: Mon Sep 20 2021