Shownotes
BUSINESS BUILDING INSIGHTS
- For maximum profits, you must know your audience and what they value. Once you understand your audience, you can direct them to a certain action.
- If you have an email list, you can make money. Even if you don't have anything of your own to sell, you can sell affiliate offers.
- Social media is the King - it's where you collect leads. But email is the Queen - it's where you protect and nurture those leads.
- The more important thing is people came to you for a pain or desire. What is that pain or desire that you're trying to relieve? That's the reason why people sign up.
- Tune in to get all the biz building insights!
Email Marketing Best Practices
- Qualify your list members so you don't build a list of just freebie hunters.
- Understand the terms related to email marketing - there is a lot of confusion and misinformation out there: <--Tune in for the full explanation!
- When you're first getting started, choose the simplest option. Mailchimp, Constant Contact, Klaviyo, whatever is easy for you.
- Don't wait for a big list to use your list. Interact and engage right from the start.
- Always Be Engaging (ABE) to get the open and the click. Understand people and get them to engage. Engagement is critical.
- Condition your audience to know opening your email will be worth their time. <--Listen to the full episode for an in-depth discussion of what this means and how to do it!
- Less is more when it comes to email. Keep most emails short and simple.
- The single purpose of every email is to sell the click.
- 5 points to gauge if your email is built for engagement:
- Is it focused? Talk about ONE idea.
- Is the pain or desire of the email clearly demonstrated?
- Are there yeses - the reader should be saying "yes" in their head.
- Don't give away the cow but let them taste the milk.
- Ego vs benefits - remember it's not about you or your product. It's about them.
- Listen to the full episode for a ton more including:
- open and click-through rates (CTR) you should aim for
- how to find your CTR
- the difference between CTR and click-to-open rate
- why patience might be the most important strategy
- the critical difference between email being delivered and "deliverability"
- and so much more!
-
Resources Mentioned
- Xverify
- Gabby's book: Hitting the Inbox ($27)
Gabby's Contact Links
Website | Facebook | Instagram | Linkedin
Join Our FREE Gift Biz Breeze Facebook Community
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Transcripts
Gift biz unwrapped episode 292.
Speaker:It's the most undervalued marketing channels out there with the biggest
Speaker:return Attention gifters bakers,
Speaker:crafters, and makers pursuing your dream can be fun.
Speaker:Whether you have an established business or looking to start one.
Speaker:Now you are in the right place.
Speaker:This is gift to biz unwrapped,
Speaker:helping you turn your skill into a flourishing business.
Speaker:Join us for an episode,
Speaker:packed full of invaluable guidance,
Speaker:resources, and the support you need to grow.
Speaker:Your gift biz here is your host gift biz gal,
Speaker:Sue moon Heights.
Speaker:Hi there.
Speaker:Welcome to this.
Speaker:This week's show.
Speaker:It is going to challenge everything you think you know about
Speaker:email marketing.
Speaker:No, I mean seriously,
Speaker:but before we get into that,
Speaker:I want to update you on what's going on in my
Speaker:private community gift biz breeze each year at this time where
Speaker:you run posts,
Speaker:highlighting your holiday products that are available for purchase so we
Speaker:can support each other.
Speaker:As we tackle our individual gift lists based on the interactions
Speaker:and requests I've seen in this group,
Speaker:we're taking this a step further with the introduction of the
Speaker:buzz book.
Speaker:The buzz book is a compilation of the small handmade business
Speaker:owners in the group and provides a way for you to
Speaker:support each other.
Speaker:You can do this by purchasing from each other of course,
Speaker:but it goes deeper than that.
Speaker:This is a way to connect with people who make a
Speaker:product similar to yours.
Speaker:So you can discuss the nuances of your industry.
Speaker:It's a way to easily find and get in touch with
Speaker:fellow Breezers in your local area to get together for coffee
Speaker:or even establish more formal face-to-face networking type meetings.
Speaker:It's also a way to create collaborations.
Speaker:I've seen local brick and mortar shops reached out to regional
Speaker:makers to display their products in store,
Speaker:helping increase visibility during this very challenging time.
Speaker:I've also watched Breezers get together and do virtual shopping shows,
Speaker:offering different,
Speaker:but compatible products.
Speaker:This allows you to get exposure with other people's audiences and
Speaker:let's face it.
Speaker:This going live thing is a lot easier when you do
Speaker:it with someone else,
Speaker:the things we can do through our connections together is far
Speaker:greater than what we can achieve on our own.
Speaker:The buzz book facilitates that,
Speaker:and it's totally free for more details and to learn how
Speaker:you can be listed.
Speaker:Join the gift biz breeze,
Speaker:Facebook group,
Speaker:all the details.
Speaker:Along with a video,
Speaker:talking more about the program are right there,
Speaker:separated as a special unit for easy access,
Speaker:the first edition already out.
Speaker:So you can take advantage of connections right away.
Speaker:Okay. Buckle your seatbelts because today's show is longer than normal.
Speaker:Gabby was providing so much information.
Speaker:I didn't want to stop her.
Speaker:You know,
Speaker:I've been in business for a long time and to learn
Speaker:completely brand new things is so exciting.
Speaker:I edited down as much as I possibly could.
Speaker:So grab a beverage and more importantly,
Speaker:set up to take some notes because you're definitely going to
Speaker:want to,
Speaker:and I'm preparing you now.
Speaker:There will be a test at the end.
Speaker:You probably think I'm kidding Today.
Speaker:It is my pleasure to introduce you to Gabby repoed of
Speaker:email, Maverick,
Speaker:Gabby has worked every angle of email marketing,
Speaker:seen the high price of not knowing and the struggle that
Speaker:comes with it.
Speaker:So she works to free us from the struggles.
Speaker:Gabby has worked at an email service provider,
Speaker:owned an email service provider and ran an email agency for
Speaker:10 years.
Speaker:Consulting for brands like as seen on TV United,
Speaker:online and classmates,
Speaker:based on all of this experience,
Speaker:she's seen that solving problems with simple solutions is how to
Speaker:optimize email for profit.
Speaker:She's an expert at engagement,
Speaker:open and click rates and delivery to the inbox.
Speaker:Email Maverick was created because Gabby is convinced you're sitting on
Speaker:a goldmine.
Speaker:You just don't realize it.
Speaker:Oh my gosh.
Speaker:If that hasn't peaked the curiosity of all my listeners,
Speaker:I don't know.
Speaker:What would Gabby welcome to the gift is on rep's podcast.
Speaker:Thank you so much.
Speaker:So it's really great to be here.
Speaker:I have to tell you that when I was reading what
Speaker:you had submitted for the intro,
Speaker:I was smiling because I'm like our listeners are going to
Speaker:get so much out of this.
Speaker:I want to start off in our traditional way.
Speaker:And that is by having you share with us a little
Speaker:bit about yourself through a motivational candle.
Speaker:So if you were to create a candle by color unquote,
Speaker:that would really resonate with you,
Speaker:what would it look like?
Speaker:That's a great question.
Speaker:In terms of color,
Speaker:definitely. I would have a combination of like blue and pink,
Speaker:something like a Royal blue and paying when it comes to
Speaker:the messaging.
Speaker:One of the things I say all the time,
Speaker:especially to clients and students is your biggest weakness is your
Speaker:greatest strength.
Speaker:And remember that.
Speaker:And what does that mean?
Speaker:Basically what that means is especially with email.
Speaker:So this is why I use it for a lot of
Speaker:my clients,
Speaker:because a lot of them,
Speaker:they think email's a weakness for them.
Speaker:They're so good in other areas.
Speaker:Then when they get the email,
Speaker:they were like,
Speaker:well, it's a weakness.
Speaker:Well, no,
Speaker:it's not your weakness.
Speaker:It's one of your greatest strengths that once you learn how
Speaker:to use it,
Speaker:it will help you actually build your greatest assets.
Speaker:So you don't have to always rely on tools and to
Speaker:actually get your message out there and actually profit from it.
Speaker:And that's why you also reference it as your goldmine,
Speaker:you're sitting on something so valuable and you don't even know,
Speaker:Oh, absolutely.
Speaker:Oh yeah.
Speaker:Most people don't once I show them even people that are
Speaker:doing great now,
Speaker:even people that are making 50 or even a hundred thousand
Speaker:dollars, or even people that are making a million dollars a
Speaker:month, some of my clients,
Speaker:the enterprise clients,
Speaker:just for them to be able to notice that they can
Speaker:double that without actually spending more money and actually doing less.
Speaker:It's incredible.
Speaker:It truly is a gold mine.
Speaker:I think People hear it.
Speaker:They just don't necessarily believe that it is true.
Speaker:Well, like I tell a lot of people,
Speaker:cause again,
Speaker:there's a lot of people out there that will say,
Speaker:well, email is dead.
Speaker:It doesn't work.
Speaker:And like I tell people all the time,
Speaker:just because you're not able to do something doesn't mean that
Speaker:it doesn't work.
Speaker:It's just because you can't shoot like Michael Jordan doesn't mean
Speaker:that it's not possible.
Speaker:It is definitely possible.
Speaker:So this is why I always tell people your greatest weakness
Speaker:really is your biggest strength because you believe you're weak.
Speaker:You're not weak.
Speaker:This is actually one of your greatest strengths uncapitalized opportunity.
Speaker:Oh, absolutely.
Speaker:It's untapped.
Speaker:It's your best assets.
Speaker:I mean,
Speaker:it's one thing that I always like to tell people or
Speaker:one way that I always like to describe email marketing,
Speaker:because it really is like a game of chess.
Speaker:The online world is like a game of chess where yes,
Speaker:social media is King.
Speaker:We all know it's King.
Speaker:That's where you gather your leads.
Speaker:That's where people see your content.
Speaker:But just like in chess,
Speaker:the queen protects her King.
Speaker:And that's what email is.
Speaker:Email is a queen of protects that valuable leads and actually
Speaker:helps you grow this asset because it's the only assets.
Speaker:I mean,
Speaker:email is the only thing that even if you have no
Speaker:business, so you have no product,
Speaker:you can still make money with it being an affiliates,
Speaker:promoting other people's products.
Speaker:So this is why it's so untapped where it's like,
Speaker:if you have a business it's even better.
Speaker:If you have a business,
Speaker:you're building your assets.
Speaker:But even if you don't have a business and you don't
Speaker:have any products,
Speaker:you can still build that asset.
Speaker:You can still build an amazing database of subscribers and still
Speaker:market to them.
Speaker:It's the work of product and services and still able to
Speaker:generate revenue that way.
Speaker:So this is why it's email is it's the most undervalued.
Speaker:I have to say,
Speaker:undervalued marketing channels out there with the biggest return.
Speaker:Well, and it is a true asset to your business.
Speaker:Few words,
Speaker:To sell your business down the line.
Speaker:One of the things they're going to ask you,
Speaker:they're not going to ask you as much about your social
Speaker:media followers because you don't own them,
Speaker:but they are going to ask you about your customer lists,
Speaker:prospects and customers.
Speaker:Oh, absolutely huge asset for your business.
Speaker:So before we get too far down the road here,
Speaker:take me back into your entrance,
Speaker:into email,
Speaker:being your focus.
Speaker:I'm the youngest of four immigrant parents.
Speaker:And when you're the youngest of four and everyone has grown
Speaker:up and you're basically almost the forgotten child,
Speaker:you've learned basically that the best way to get what you
Speaker:want is to number one,
Speaker:how things work and learn how people work.
Speaker:And I was always fascinated with trying to understand,
Speaker:like, what is it that made people tick?
Speaker:Like, what is it that made people choose something.
Speaker:We made them decide something.
Speaker:And I was always fascinated with dots,
Speaker:which basically led me towards marketing.
Speaker:Cause I was always fascinated with that and also figuring out
Speaker:what do I do?
Speaker:Do I become a psychologist?
Speaker:I'm like,
Speaker:yeah, but I don't want to spend the next 15 years
Speaker:trying to get a degree.
Speaker:And on top of that too,
Speaker:I was like,
Speaker:I like to make money and let's face it psychology.
Speaker:You're not going to be making as much money.
Speaker:So I was like,
Speaker:well, what's the next best thing.
Speaker:And of course it's marketing,
Speaker:marketing is pretty much 98%,
Speaker:all psychology.
Speaker:Then of course there's the economic side of it.
Speaker:So that's what basically led me into marketing.
Speaker:Now I kind of fell into the ESP kind of like
Speaker:in a weird way,
Speaker:like a lot of things,
Speaker:I'll try to go for a marketing job.
Speaker:Couldn't get the marketing job,
Speaker:ended up taking a job at an email service provider.
Speaker:That's basically where I started my focus in terms of really,
Speaker:really focused more on the marketing aspect.
Speaker:Because with email,
Speaker:like people don't realize this with email,
Speaker:but email is attached to everything.
Speaker:When you buy something,
Speaker:when you purchase something,
Speaker:there is a record of everything that is attached to your
Speaker:email address.
Speaker:And on top of that too,
Speaker:unlike social media,
Speaker:you can't actually tell who's engaging with what you get numbers
Speaker:based on engagement,
Speaker:but you have no face of who's actually doing what,
Speaker:unless someone's actually commenting on your stuff that you can actually
Speaker:see. But with email,
Speaker:there's this unbelievable profile that you can build because you can
Speaker:see everything that people engage with.
Speaker:You can see what people buy.
Speaker:You can see what people are interested in.
Speaker:You can see what people value and you can really tap
Speaker:all into that.
Speaker:And that's always,
Speaker:what's really,
Speaker:really fascinated me because yes,
Speaker:at the end of the day,
Speaker:people want to sell products.
Speaker:And for me,
Speaker:I always look at that as a by-product because I don't
Speaker:work on the sales side email for us.
Speaker:What we do,
Speaker:we always teach people is really understanding your users.
Speaker:It's like anything else you really,
Speaker:really want to maximize profits.
Speaker:You have to understand your audience.
Speaker:You have to understand your people.
Speaker:They're not all the same.
Speaker:They're going to have to have different levels are coming in
Speaker:at different times.
Speaker:So it's important to understand where these people are and what
Speaker:the value is And how they got to you.
Speaker:I'd say,
Speaker:Oh, absolutely.
Speaker:Yeah. Because they all come to you in a different way.
Speaker:Like some people I'm thinking for our audience,
Speaker:some people will come because they dropped their name in your
Speaker:bucket at a craft show,
Speaker:physical show.
Speaker:Some people came because they signed up because they wanted something
Speaker:that you're offering online,
Speaker:whether it was a discount or a freebie of some sort
Speaker:or whatever.
Speaker:And some people came because their customers,
Speaker:I love the fact that you're already talking about dividing the
Speaker:audience. I wanted to make that comment for people who are
Speaker:listening here just to further clarify in their mind what you're
Speaker:talking about.
Speaker:So this all came to light to you when you were
Speaker:working at an email service provider,
Speaker:Correct? Yeah.
Speaker:When I was working on email service providers,
Speaker:like, I didn't know anything.
Speaker:Cause it was very,
Speaker:very technical back in the day.
Speaker:It's not like it now where it's kind of turnkey.
Speaker:Cause that's what you see on the front ends.
Speaker:But that's where I basically fell into it.
Speaker:Cause I was like,
Speaker:well wait a minute.
Speaker:I can see everything.
Speaker:And from there,
Speaker:what I loved most was the fact that,
Speaker:and I'm going to use the wrong word.
Speaker:I hate using this word manipulation because basically what you're able
Speaker:to do once you're able to understand your audience is you're
Speaker:able to basically,
Speaker:I don't want to say manipulate once again,
Speaker:but you're able to basically directed them to a certain action.
Speaker:And that's the part that I fell in love with because
Speaker:it was like,
Speaker:wow, okay.
Speaker:So now that we understand the user,
Speaker:we can create these actions,
Speaker:which again,
Speaker:help to build that better assets.
Speaker:Because at the end of the day,
Speaker:what most people don't realize.
Speaker:If you're not hitting the inbox,
Speaker:people don't see your mess.
Speaker:Let's get into that in a minute.
Speaker:But I think you hesitate on that word.
Speaker:You're the experts or you're gonna correct me if I'm wrong.
Speaker:But what you're doing is you're making sure that you're delivering
Speaker:information to different sets of people based on how they found
Speaker:you, what would be the next appropriate step in them,
Speaker:getting to know you eventually potentially selling,
Speaker:offering them what you sell,
Speaker:et cetera,
Speaker:or in the history of how they've been interacting with emails.
Speaker:So you're actually giving a result to the end user,
Speaker:the person who's going to open the email that's the most
Speaker:appropriate for them,
Speaker:correct? Yes.
Speaker:So it's more kind of like a conditioning,
Speaker:but at the same time,
Speaker:it's giving us more information too,
Speaker:because one thing,
Speaker:yes, you had mentioned where people are coming from and that's
Speaker:important, but we actually go a little step deeper,
Speaker:a little step further because yes.
Speaker:Okay. People may have found you at a craft fair or
Speaker:whatever it is,
Speaker:but the more important thing is people came to you for
Speaker:a pain or desire.
Speaker:And that's the critical thing is understanding.
Speaker:Why did they put that card in the basket?
Speaker:Why did they do that?
Speaker:That's the critical thing.
Speaker:Because once you're able to get that,
Speaker:and this is what we call tapping the heart,
Speaker:we call this tapping the heart because once you're able to
Speaker:understand what makes people basically tick,
Speaker:it makes them tick.
Speaker:So this is why it's understanding that fundamental of what is
Speaker:it that you're trying to do here?
Speaker:What is that pain or desire that you're trying to relieve?
Speaker:That's the reason why people sign up.
Speaker:People don't sign up to an email list because they're like,
Speaker:Oh, I just saw this and you just type in my
Speaker:name here.
Speaker:No, you know,
Speaker:they're trying to get a result.
Speaker:I'm not sure do most people in your audience,
Speaker:do they do paid advertisement or is a mostly organic,
Speaker:Not very many people do paid For.
Speaker:So organic comes with its own challenges and we can kind
Speaker:of discuss those challenges.
Speaker:Cause we're Ganek and don't get me wrong.
Speaker:I built organic Facebook pages up to like hundreds of millions
Speaker:of reach.
Speaker:So there's definitely benefit in organic.
Speaker:Absolutely. But it's a very,
Speaker:very important,
Speaker:critical thing to actually qualify those organic people,
Speaker:to make sure that you're not sitting on a list full
Speaker:of freebie people.
Speaker:Cause that's one of the big problems with organic and also
Speaker:kind of low freebie discount type of lists that you're doing
Speaker:like sweepstakes type of deals.
Speaker:It's a big issue where you're building this huge list.
Speaker:But again,
Speaker:it's not about the size of the list.
Speaker:It's about the quality of the list and whether or not
Speaker:people buy at the end of the day.
Speaker:Cause that's all that's important.
Speaker:So let me just Say like the way most of my
Speaker:audience and I'm totally generalizing.
Speaker:Obviously the way people are attracting sales are going out to
Speaker:trade shows for the wholesale business,
Speaker:going craft shows,
Speaker:church bazaars,
Speaker:that type of thing if they want to do direct to
Speaker:consumer. So a lot of face-to-face things when we're able,
Speaker:obviously we're still with the COVID situation,
Speaker:but when we're able,
Speaker:a lot of people do that,
Speaker:people also have brick and mortar shops.
Speaker:So they're relying on people walking in the store,
Speaker:participating in local community events that drive visibility to their shops,
Speaker:things like that.
Speaker:When you get to the online perspective,
Speaker:it's having a website up having sites on multiple platforms.
Speaker:So maybe they have their own website,
Speaker:but they also have an Etsy site.
Speaker:Maybe if they're wholesale,
Speaker:they're also selling through fair,
Speaker:which is a wholesale medium for product that lots of retail
Speaker:stores will access.
Speaker:And then social media,
Speaker:I'm still going to say the majority of people,
Speaker:although there are definitely people running ads are trying to do
Speaker:this organically and they're still,
Speaker:I'm getting more and more people to be doing lives there,
Speaker:which is helping get visibility.
Speaker:But I'd say 90%,
Speaker:if not higher are all organic.
Speaker:It's what they've done now.
Speaker:Should they be doing ads?
Speaker:Maybe. Yes,
Speaker:maybe no,
Speaker:but just so we know how to direct the conversation,
Speaker:I'm going to just generalize it for all our listeners.
Speaker:That those are the situations that we have.
Speaker:Sure. There's absolutely nothing wrong with organic.
Speaker:I actually love organic.
Speaker:It's a slight modification we'll sand strategy so that you can
Speaker:understand because at the end of the day,
Speaker:the most important thing is that it's just understanding how the
Speaker:machine works.
Speaker:That's the most important thing is right now,
Speaker:there's a big misconception about how the actual email machine works.
Speaker:And once people understand how that works,
Speaker:it's like anything else it's like,
Speaker:I don't know if you saw that when they did that,
Speaker:but they can opener that viral video of how to properly
Speaker:open up a can opener.
Speaker:And everyone was kind of like blown away in terms of
Speaker:like, wow,
Speaker:this is how you properly do it.
Speaker:I'm not sure if you saw that.
Speaker:Oh, is it the one where like it's positioned,
Speaker:it's supposed to be going like from the side instead of
Speaker:the top or something like that.
Speaker:Exactly. Yeah.
Speaker:Okay. I'm just giving you an example like that,
Speaker:but it's kind of like that kind of mindful.
Speaker:It's like,
Speaker:Oh wow.
Speaker:You know,
Speaker:you thought it was this way.
Speaker:What? It was really another way.
Speaker:So again,
Speaker:it's just goes down to not understanding how things work.
Speaker:This is why one of the focuses that we like to
Speaker:do with the well Maverick is just,
Speaker:again, most people already have the tools to master email.
Speaker:The problem is,
Speaker:is they're just close.
Speaker:About 15 years of misguided information from the email service providers
Speaker:of the world,
Speaker:who again,
Speaker:their only job is to provide a service,
Speaker:which is just like your cable company provides cable to an
Speaker:email service provider.
Speaker:Their only job is to send that email.
Speaker:That is it it's to knock on the door of Gmail
Speaker:and Yahoo and say,
Speaker:look, I have mail.
Speaker:That is their only job now,
Speaker:whether or not Gmail lets you in and say,
Speaker:Oh, am I going to prioritize you inbox spam?
Speaker:Or on the online ether somewhere,
Speaker:then that's again,
Speaker:something that is up to list owner to actually do.
Speaker:This is why there's a lot of misconception in terms of
Speaker:how does email work?
Speaker:Because everyone always asks,
Speaker:well, what ESP should I use?
Speaker:Which one inbox is more,
Speaker:how can I make more money?
Speaker:Which GSP will do more for me.
Speaker:So my questions.
Speaker:So you have email providers,
Speaker:like you just said,
Speaker:like Gmail,
Speaker:Yahoo, all of those.
Speaker:And then you also have CRMs.
Speaker:So what's the difference between the two.
Speaker:And if I was using something like MailChimp,
Speaker:who is my email service provider,
Speaker:now I'm confused.
Speaker:Okay. I'll take those questions.
Speaker:One by one and email service provider is a MailChimp MailChimp,
Speaker:a Weber Clavio.
Speaker:So those are some popular ones.
Speaker:A lot of people in my group have been using constant
Speaker:contact. So that would be another one that they'll be familiar
Speaker:with. Yeah.
Speaker:So constant contact as well.
Speaker:Even Salesforce is an ESP,
Speaker:but they're also a CRM because they're huge because they actually
Speaker:bought cheetah mail and things like that.
Speaker:So a lot of these CRM started to actually acquire smaller
Speaker:ESPs to actually start to add to their CRMs.
Speaker:So some of them are a combination of the two guy
Speaker:use, keep Bless you for using Keith,
Speaker:by the way I call it leap.
Speaker:Well, I only use it for another business that I had
Speaker:started a while ago and I'm pretty entrenched.
Speaker:And I know luckily what I'm doing and all of that,
Speaker:but I also have Gmail accounts that go with my businesses,
Speaker:which is how I mail things.
Speaker:Okay. So that's different.
Speaker:Okay. So I'm confused.
Speaker:I'm going to let you go make some sense of all
Speaker:of this for us.
Speaker:I just gave you a whole bag of like Play-Doh can
Speaker:you help us build something here?
Speaker:Yeah, Yeah,
Speaker:absolutely. Okay.
Speaker:So number one,
Speaker:to break this down really simple.
Speaker:So you have your ESP,
Speaker:which is your constant contact we'll use.
Speaker:And then you have,
Speaker:you said from Gmail,
Speaker:let's just say to do your business.
Speaker:So you have USP and you have Gmail.
Speaker:Let's use two as examples,
Speaker:both your ESP and your g-mail are both M T A's.
Speaker:They are both mail transfer agents.
Speaker:This is almost like how a Brandy,
Speaker:how a Brandy is not a cognac,
Speaker:but a cognac is a Brandy type of deal.
Speaker:I don't know if I'm liking the symbolism already.
Speaker:So this is really good.
Speaker:So the ESP and the g-mail are both MTA.
Speaker:They're both male transfer agents.
Speaker:Okay. They both transfer male.
Speaker:That is what they do.
Speaker:But the difference between an ESP and a Gmail is a
Speaker:g-mail limits you to how many emails you can send because
Speaker:it's not built for mass emailing.
Speaker:It's built for what is,
Speaker:I think you could send out like max,
Speaker:a thousand emails at this point from a Gmail,
Speaker:something like,
Speaker:I don't even know,
Speaker:cause I'd never do it that way,
Speaker:but you're lying.
Speaker:So yes,
Speaker:there's a lot of people that actually use there's softwares out
Speaker:there. Things like Yesmail or things like that,
Speaker:that you can send email through Gmail,
Speaker:but it's not an ESP because you're limited to how many
Speaker:people you can send to.
Speaker:Yeah. And this is a really good point.
Speaker:I'm going back in my history of my businesses from a
Speaker:long time ago,
Speaker:but I remember,
Speaker:and some people I think are still doing this.
Speaker:So this is really interesting point to discuss.
Speaker:And just clarify is if I were to pull up my
Speaker:Gmail and then I'm going to send to your saying,
Speaker:it's a hundred.
Speaker:So let's go with that a hundred people on your list
Speaker:that you have imported into that two column,
Speaker:or you've masked the two column by just your name.
Speaker:And then you've put them at all in your blind carbon
Speaker:copy and you've sent it out that way.
Speaker:Would you kind of say that's the old way of sending
Speaker:email that now doesn't produce good results at all?
Speaker:Number one,
Speaker:I want to say it's not a sustainable way.
Speaker:I understand why people do it in terms of,
Speaker:especially for business to business,
Speaker:for business to business is very beneficial because again,
Speaker:you can sort of kind of bypass spam filters a little
Speaker:bit differently.
Speaker:So it's a different strategy.
Speaker:Oh, okay.
Speaker:Yeah. So as opposed to,
Speaker:if you're dealing with business,
Speaker:the customer,
Speaker:the first thing you always want to do is the problem
Speaker:with sending from a Gmail is you're not building your reputation
Speaker:with Gmail.
Speaker:So you're not doing anything with that.
Speaker:And on top of that to scale is going to be
Speaker:very hard.
Speaker:So let's just say,
Speaker:okay, if now you built a list of 10,000
Speaker:people just imagine you have to replicate a campaign 10 or
Speaker:20 times.
Speaker:It just doesn't make sense to do that.
Speaker:There's a time and place for everything.
Speaker:So the most important thing to understand with email is it's
Speaker:just getting started.
Speaker:You want the easiest thing to get started with.
Speaker:You don't want to complicate things.
Speaker:So going back to the difference between the ESP and Gmail,
Speaker:those two,
Speaker:the fact that they're both MTAs,
Speaker:but with Gmail,
Speaker:again, you're limited to how much you can send.
Speaker:So whatever it is,
Speaker:you're limited.
Speaker:If your list is growing,
Speaker:it's going to cause you more problems.
Speaker:And on top of that too,
Speaker:you're not building your reputation.
Speaker:You don't want to sell this asset.
Speaker:Let's just say two or three years down the road.
Speaker:One of the main things that our people that are buying
Speaker:with an email is not just the lists they're buying the
Speaker:domain, they're buying the reputation.
Speaker:Cause that's the whole thing is your ability to hit the
Speaker:inbox. Again is not based on which tool you use.
Speaker:It's not based on your email service provider.
Speaker:You don't need any copywriting experience to be really good at
Speaker:email, but you do need to have a great email reputation
Speaker:like anything else.
Speaker:Okay. So this is really interesting.
Speaker:And so your email reputation is built,
Speaker:not from your Gmail,
Speaker:but from your email service provider.
Speaker:Well, yeah.
Speaker:Well, just think about when you send from your Gmail now,
Speaker:depending now,
Speaker:again, I don't know all the systems out there,
Speaker:I'm sure there's a lot of systems out there that allow
Speaker:you to kind of,
Speaker:I call it hijacking Gmail.
Speaker:Cause that's what you're doing in all honesty.
Speaker:It's kind of a gray headed area to actually be doing
Speaker:nuts. It's not black hat,
Speaker:but it's very,
Speaker:very gray hats because of just the way you're sort of
Speaker:connecting with Gmail and so on and so forth.
Speaker:So that's the thing.
Speaker:So just thinking about it,
Speaker:when you're sending from Gmail,
Speaker:you're sending from Gmail's domain.
Speaker:When you send from key Infusionsoft,
Speaker:you're sending from your domain,
Speaker:you're building your domain,
Speaker:sending reputation,
Speaker:your business domain.
Speaker:Yes, exactly.
Speaker:So if you're sending,
Speaker:if you're abc.com,
Speaker:obviously when you set up your sending domain from your ESP,
Speaker:you to set it so that it's your business domain or
Speaker:something similar to it,
Speaker:whatever it is you decide to build on it because whenever
Speaker:you sell it,
Speaker:that's the domain.
Speaker:That's going to be attached to it as opposed to this
Speaker:is why one of the things I always tell people is
Speaker:when you're picking an ESP,
Speaker:ESP is like picking a partner.
Speaker:It's like having a relationship.
Speaker:You pick the wrong partner,
Speaker:I'll make your life miserable.
Speaker:You pick the right one,
Speaker:you live a happy life.
Speaker:So I'm worried that we're also confusing how our listeners here
Speaker:too. So let's take it from the top.
Speaker:Someone has nothing.
Speaker:They have an personal account.
Speaker:That's a Gmail account.
Speaker:marySmith@gmail.com. It's just a personal free Gmail account.
Speaker:Now they've started their business and they want to set things
Speaker:up correctly.
Speaker:Where do they go from here?
Speaker:Let's take it from the top right after a word from
Speaker:our sponsor.
Speaker:Yes, it's possible.
Speaker:Increase your sales without adding a single customer.
Speaker:How you ask by offering personalization with your products,
Speaker:wrap a cake box with a ribbon saying happy 30th birthday,
Speaker:Annie, or at a special message and date to wedding or
Speaker:party favors for an extra meaningful touch.
Speaker:Where else can you get customization with a creatively spelled name
Speaker:or find packaging?
Speaker:That includes a saying whose meaning is known to a select
Speaker:to not only are customers willing to pay for these special
Speaker:touches. They'll tell their friends and word will spread about your
Speaker:company and products.
Speaker:You can create personalized ribbons and labels in seconds.
Speaker:Make just one or thousands without waiting weeks or having to
Speaker:spend money to order yards and yards print words in any
Speaker:language or font.
Speaker:Add logos,
Speaker:images, even photos.
Speaker:Perfect for branding.
Speaker:We're adding ingredient and flavor labels to for more information,
Speaker:go to the ribbon print company.com.
Speaker:Okay. So first thing they want to do is purchase the
Speaker:domain purchase.
Speaker:So if it's Mary Smith candles@gmail.com,
Speaker:then she can get Mary Smith candles,
Speaker:email.com. She can register that at a GoDaddy,
Speaker:whatever to register FX domains,
Speaker:even Google you purchase that domain can purchase that domain.
Speaker:Then you would go to whichever ESP you're most comfortable to
Speaker:start with.
Speaker:Because again,
Speaker:this is not about finding mr.
Speaker:Right? You're not looking to get married right now.
Speaker:Right now.
Speaker:You want something that's easy enough for you to get started?
Speaker:So anything like a MailChimp,
Speaker:constant contact,
Speaker:Clavio, whatever it is,
Speaker:whatever's easy to start with.
Speaker:You get started at that.
Speaker:ESP, you sign up,
Speaker:you basically get authenticated.
Speaker:So there's different authentications that you need to go through to
Speaker:set up your SPF and this,
Speaker:by the way,
Speaker:when it comes to the technical part,
Speaker:I know it's very easy for people to sort of get
Speaker:a little afraid of it,
Speaker:but do dogs get afraid of it?
Speaker:Trust me,
Speaker:once you go step by step,
Speaker:it's very,
Speaker:very easy.
Speaker:Yeah. And it walks you through how to actually set it
Speaker:up. It's very simple.
Speaker:So you just go through the authentication of SPF records,
Speaker:D Kim,
Speaker:and if they have link authentications and so on and so
Speaker:forth, basically whatever the ESP has for authentication that you can
Speaker:use to authenticate your domain.
Speaker:And that's basically it.
Speaker:So now you're set up,
Speaker:you're set up.
Speaker:So now you send out your first email,
Speaker:you are building Mary Smith candles,
Speaker:email.com and not a Weber or constant contact.com.
Speaker:You are building yours.
Speaker:So if you decide tomorrow,
Speaker:you don't like a Weber.
Speaker:You say,
Speaker:no problem.
Speaker:You just move to another ESP and you don't have to
Speaker:start all over again because your reputation is built already.
Speaker:It's there to build assets and that's it.
Speaker:Okay? That's not hard.
Speaker:I got that.
Speaker:All right.
Speaker:So then you start collecting emails and we've talked about these
Speaker:types of things before you have it on your website where
Speaker:people can sign up,
Speaker:you're at shows.
Speaker:You may offer a raffle,
Speaker:make sure that if you're doing raffles,
Speaker:the prize is something that your customer would actually want to
Speaker:buy from you.
Speaker:Like you're not doing an Amazon gift card or something where
Speaker:everyone's going to join.
Speaker:And then you have a lot of just unrelated email addresses
Speaker:on your list.
Speaker:Exactly. Bunch of lurkers,
Speaker:right? But so we get to the point where we've attracted
Speaker:and now we have a little bit of a list.
Speaker:What's your advice now?
Speaker:So number one,
Speaker:don't wait for a little list.
Speaker:Cause that's what I hear a lot of people like they're
Speaker:always waiting on like,
Speaker:Oh, well can't till I get to a hundred until I
Speaker:get whatever.
Speaker:Don't do that.
Speaker:Because again,
Speaker:this is all about being able to set up a strategy,
Speaker:set up a strategy,
Speaker:see what actually works.
Speaker:So one of the first things that,
Speaker:again, always go back to what's the main goal of your
Speaker:email. Yes.
Speaker:We all know the main goal vehicles.
Speaker:You want to make sales.
Speaker:You want to grow that asset,
Speaker:but the objective of email,
Speaker:what is that?
Speaker:Objective email is always to maintain that email reputation.
Speaker:You always maintain that positive email rep.
Speaker:That's the objective and the objective.
Speaker:And now people are going to be like,
Speaker:well, how do you get that email reputation?
Speaker:How do you keep a good at email reputation?
Speaker:Well, just like learning how to read and writes,
Speaker:learn your ABCs.
Speaker:You gotta learn your AB ease of email,
Speaker:which is always be engaging.
Speaker:So this is what always be engaging.
Speaker:You always want to remember that this is why you don't
Speaker:need any copywriting skills.
Speaker:You just need to know to always be engaging,
Speaker:which is mean get the open,
Speaker:get the click,
Speaker:always get the click.
Speaker:And if you're lucky,
Speaker:get the reply.
Speaker:Now going back to your original question,
Speaker:when you said,
Speaker:well, you're at a trade show,
Speaker:someone sees you,
Speaker:you have a raffle.
Speaker:Yes. Something that is tied to your business.
Speaker:Which of course great idea you should be doing.
Speaker:Most importantly,
Speaker:if you see someone at a trade show,
Speaker:if your number one objective is to build that email reputation
Speaker:from the moment they sign up to the minute they open
Speaker:your first email,
Speaker:it's all about timing.
Speaker:So this is why conditioning users is the most critical thing.
Speaker:So it's not enough that someone just signs up because again,
Speaker:they signed up well,
Speaker:okay, well,
Speaker:what happens when you sign up for something?
Speaker:If you don't sign up for something,
Speaker:you forget,
Speaker:you know what happens?
Speaker:Two weeks later,
Speaker:you get an email you're like,
Speaker:who is this person?
Speaker:What is this?
Speaker:You don't pay attention.
Speaker:You delete,
Speaker:you hit spam.
Speaker:You do a bunch of stuff Important from the timing from
Speaker:when they've signed up to when they received the first communication
Speaker:from you,
Speaker:Correct is critical.
Speaker:It's key.
Speaker:Again. It's all about timing.
Speaker:It's all about building that rep.
Speaker:And that's critical because more than likely,
Speaker:if you spent too much time,
Speaker:they're not going to,
Speaker:well, they're not gonna respond.
Speaker:They're not gonna remember,
Speaker:right? They're not going to even take that first action.
Speaker:No, they're not.
Speaker:Or just think about it.
Speaker:We know this in marketing or at least it's something that
Speaker:you start to learn in marketing.
Speaker:That timing is everything.
Speaker:If someone's in front of you and you just sold them
Speaker:on whatever it is,
Speaker:you know that if you don't close the sale,
Speaker:at that point,
Speaker:it's going to be harder and harder to do next time
Speaker:because you have to go through it every single time over
Speaker:and over again.
Speaker:This is why you got them.
Speaker:The first time you're fulfilling this pain and desire for them.
Speaker:Now the whole point is,
Speaker:remember, it's all about maintaining that email reputation,
Speaker:but not only that to build that assets,
Speaker:it's all about the more you condition a user.
Speaker:And it's one of those things where I kind of hate
Speaker:making this correlation now,
Speaker:but it is what it is,
Speaker:but just look at conditioning.
Speaker:I mean,
Speaker:we all know the power of conditioning.
Speaker:What it can do to people conditioning a user to go
Speaker:back to their email,
Speaker:because this is where you build your assets.
Speaker:And it's also important to actually understand the objective of email.
Speaker:So as I mentioned with email,
Speaker:that the objective is never sales.
Speaker:Cause that's what a lot of people are afraid of.
Speaker:They're afraid to email because they're afraid of sales.
Speaker:They're afraid of all.
Speaker:How do I sell this?
Speaker:How do I write this?
Speaker:How do I do it?
Speaker:And that's one of their biggest fears is that I don't
Speaker:want to send too many emails.
Speaker:I don't want to piss people off.
Speaker:I don't want to do this.
Speaker:Whenever it comes to email,
Speaker:people bring a lot of their emotional baggage with them.
Speaker:So this is why it's one of those things that you
Speaker:just have to kind of set it aside.
Speaker:I think it's also because we've had that happen to us.
Speaker:We sign up for something and we either start getting emails
Speaker:that are totally different than what we anticipated.
Speaker:We were signing up for.
Speaker:Or every single time we open it's Sally.
Speaker:Yeah. It's from experience.
Speaker:I mean,
Speaker:we've all had that,
Speaker:but I do want to ask you just for point of
Speaker:clarification on conditioning,
Speaker:when you say you're conditioning,
Speaker:are you saying you're conditioning your customer to look for you
Speaker:in email versus somewhere else?
Speaker:Like social media or wherever.
Speaker:And you're conditioning them that when they open an email,
Speaker:there'll be something of value for them sitting inside.
Speaker:Am I getting that right?
Speaker:In terms of conditioning?
Speaker:Yes, exactly.
Speaker:That is essentially what it is,
Speaker:is conditioning a user.
Speaker:Because again,
Speaker:you want to build that asset.
Speaker:This is more on the ad side.
Speaker:You see a lot of people that are pushing ads.
Speaker:So not so much on the organic side,
Speaker:on the paid outside,
Speaker:you're going to see people that they'll do anything to get
Speaker:the email and then they'll do anything to keep them down
Speaker:to sales pipeline.
Speaker:But it's like,
Speaker:well, wait a minute,
Speaker:guys, if you're looking to build an email list,
Speaker:why would you keep them going through this sales pipeline?
Speaker:And I understand because again,
Speaker:they want to make the sale because they want to make
Speaker:the return on investment.
Speaker:Not realizing that they're sitting on a goldmine in the email,
Speaker:that if they just directed the users back to the email
Speaker:client, they'd be able to start to build that actual gold
Speaker:mine and start to condition a user and actually start building
Speaker:that engagement.
Speaker:But a funnel is also all coming through that email provider.
Speaker:Let's not confuse the funnel funnel was more on the paid
Speaker:advertisement side.
Speaker:Oh, okay.
Speaker:If you went to a site's rates and you purchase a
Speaker:t-shirt, people will have you do some sort of discount.
Speaker:You see those bins away in,
Speaker:or you get a discount,
Speaker:you answering your email and then you just continue shopping online.
Speaker:There's no directive.
Speaker:Maybe you go back to your email client.
Speaker:Maybe you don't.
Speaker:The point is there's no direction.
Speaker:It's just give.
Speaker:And then that's it.
Speaker:And So over on the email side,
Speaker:when you have someone's email,
Speaker:we talk about this all the time.
Speaker:Gabby is this is something that you own,
Speaker:you own their email,
Speaker:and you've got to respect that because they've allowed you to
Speaker:have it.
Speaker:You know,
Speaker:they've given you permission.
Speaker:If you will,
Speaker:to use their email and you need to treat that with
Speaker:respect. Yes.
Speaker:Then over on the email side,
Speaker:what you're saying is take that respect and continue to provide
Speaker:them value.
Speaker:So they'll want to continue opening your emails.
Speaker:Yeah. It's always about value,
Speaker:but here's the thing about the value.
Speaker:Okay? Because we hear this word a lot.
Speaker:Oh, give value,
Speaker:give value,
Speaker:give value.
Speaker:What does that mean?
Speaker:Value is very particular because value is not about what you
Speaker:have to bring to the table.
Speaker:It's about again,
Speaker:understanding your users.
Speaker:It's about understanding your audience.
Speaker:Once again,
Speaker:it's all about understanding the heart.
Speaker:What values do your users have?
Speaker:It's not about value.
Speaker:It's about the value to the reader,
Speaker:to the subscriber.
Speaker:It's not value.
Speaker:It's failed them.
Speaker:Yes. That's it?
Speaker:Because we have this five point framework where,
Speaker:because with a lot of times with students and client,
Speaker:we go through emails.
Speaker:How do you know if an email is good?
Speaker:Like, how do you assess if it's any good?
Speaker:How do you know if it's optimized?
Speaker:So we have this five point basically framework where one of
Speaker:the five points is ego versus benefits.
Speaker:We've all seen this.
Speaker:You read an email and you can sense the ego versus
Speaker:benefit Me.
Speaker:Show the award that we just got at X.
Speaker:Exactly. Or look at what we have on discount.
Speaker:All ego.
Speaker:It's look at me,
Speaker:look at me,
Speaker:look at me,
Speaker:don't get me wrong.
Speaker:Those emails still get Results.
Speaker:And that's the problem.
Speaker:Is those emails still get Results.
Speaker:They need to be balanced.
Speaker:I think it can't be every single email or the entire
Speaker:email. Maybe it's just a portion because something like,
Speaker:if you won an award that shows credibility of the product.
Speaker:Sure. But not all your messaging.
Speaker:Shouldn't be Exactly.
Speaker:This is why we have five points.
Speaker:Like, listen,
Speaker:you can't be a hundred percent benefit.
Speaker:There's always a balance.
Speaker:But if 80% of email,
Speaker:we have a scoring system.
Speaker:It's very simple.
Speaker:You can tell if it's mostly ego,
Speaker:mostly benefits.
Speaker:And that's the deal is if it's mostly ego,
Speaker:then already,
Speaker:you're going to start to lose people.
Speaker:Because again,
Speaker:this isn't about you.
Speaker:People are not opening up the emails to hear about what
Speaker:you did yesterday.
Speaker:No one cares about you,
Speaker:right? And this is the big deal with friends because a
Speaker:lot of people will try to emulate brands like LA,
Speaker:look at Nike and look at this.
Speaker:It's like,
Speaker:listen, I'll tell you these guys,
Speaker:the brands of the world are the first people to leave
Speaker:millions of dollars on the table.
Speaker:We're talking millions of dollars on the table.
Speaker:They're the first people who make mistakes.
Speaker:Don't model yourself.
Speaker:After people don't look at whatever it's good to get inspiration.
Speaker:The most important thing is to understand how the system worked
Speaker:and what the objectives are.
Speaker:When I started an email service provider,
Speaker:I didn't know copywriting was until I got into the internet
Speaker:marketing game probably about five years ago.
Speaker:But close to 10 years,
Speaker:I run an agency.
Speaker:I never knew what copywriting was.
Speaker:I was like,
Speaker:I just stuck to my basics of what psychology taught me
Speaker:in terms of conditioning,
Speaker:understanding people and then getting them to engage because it doesn't
Speaker:take much to get people to engage.
Speaker:It comes down to taking that extra two minutes or that
Speaker:extra 30 seconds to what is it that our people are
Speaker:looking for and just provide that.
Speaker:So What do you think about length of emails?
Speaker:Does that matter?
Speaker:Oh, a hundred percent.
Speaker:I have a stake.
Speaker:You can always go wrong with long.
Speaker:Always, always go wrong with longer.
Speaker:You want to keep it short?
Speaker:Because again,
Speaker:if the objective of email is to build that email reputation,
Speaker:and if your objective is to always be engaging,
Speaker:let me ask you this.
Speaker:Would it make your life easier?
Speaker:If I told you that in every single email you sent
Speaker:that your only objective was to sell the click versus sell
Speaker:the product.
Speaker:Do you think your life would be easier?
Speaker:There you go by saying Silva click.
Speaker:It means getting the person who opened the email and then
Speaker:whatever link there is in that email where you're directing them.
Speaker:Maybe it's a link to a product,
Speaker:whatever the link is going to.
Speaker:That's the click sell the click Gabby.
Speaker:If there was one piece of advice,
Speaker:you have no experience because the only people that can tell
Speaker:you right now sell you on copywriting or copywriters.
Speaker:Those are the only people that are going to try to
Speaker:sell you.
Speaker:You well,
Speaker:But I do like some of the fun wording and all
Speaker:of that,
Speaker:but it can't be long.
Speaker:It needs to be fast.
Speaker:I don't know if I'd say it gets old,
Speaker:but I totally relate to what you're talking about.
Speaker:Yeah. Again,
Speaker:this comes into the five point framework that we have is
Speaker:again, it's all about being able to sell that click it's
Speaker:Cal versus milk.
Speaker:And that's what we do.
Speaker:So in an email,
Speaker:when we reviewed,
Speaker:this is why I always give a visual.
Speaker:Are you giving away the cow?
Speaker:Are you letting them taste the milk?
Speaker:What are you doing?
Speaker:If you're giving away the cow,
Speaker:you're not giving them any reason to click,
Speaker:sorry. Sometimes I get a little bit aggressive.
Speaker:When I get into like my work mode,
Speaker:I'm liking this.
Speaker:Keep going permission.
Speaker:Granted go.
Speaker:But that's what it is.
Speaker:So we have that five point framework.
Speaker:You've referenced the five points a couple of times.
Speaker:Are you willing to share them with us?
Speaker:Absolutely. We call this the MP five.
Speaker:It's the Maverick power five.
Speaker:Number one.
Speaker:When you're reviewing an email,
Speaker:first thing you always want to look for is,
Speaker:is it focused?
Speaker:Are you talking about one idea,
Speaker:but you'll notice a lot of times in emails,
Speaker:people are talking about like 50 different things.
Speaker:You have to be speaking about one idea.
Speaker:And number two,
Speaker:is that pain or desire of the email clearly demonstrated there
Speaker:has to be a clear painter desire demonstrated number three.
Speaker:Are there yeses?
Speaker:Your users have to subscribers need to be saying yes in
Speaker:their head while they're reading it,
Speaker:you can ask an actual yes.
Speaker:Question. Or they just need to be agreeing in their head
Speaker:Or they can see themselves in what you're saying.
Speaker:Sure. Yeah.
Speaker:As long as it's yes.
Speaker:Number four is Cal versus.
Speaker:Now when you're reading an email,
Speaker:are you giving away the cow?
Speaker:Right? You're giving them everything in an email.
Speaker:Are you just letting them taste the milk and last but
Speaker:not least,
Speaker:as I mentioned,
Speaker:the Eagle versus benefit,
Speaker:that's again another way.
Speaker:So these five points will help you gauge,
Speaker:okay. Is my email built for engagement now?
Speaker:Because that's the objective.
Speaker:The emails have to be built to actually engage,
Speaker:to get people to click.
Speaker:And this kind of ties in with your other question,
Speaker:which is,
Speaker:can you go along with email one way that you want
Speaker:to test with that is basically testing different links to actually
Speaker:see how far down the rabbit hole people will actually go.
Speaker:But that's something that I usually work with people afterwards,
Speaker:because it's first sending an email with one sentence,
Speaker:show me that you can destroy your click-through rate just by
Speaker:sending a one sentence email.
Speaker:Cause that's the most important thing is once you know how
Speaker:to get engagement with one sentence,
Speaker:then you can flower it up a little bit.
Speaker:Oh, absolutely.
Speaker:But the whole point is less,
Speaker:is more when it comes to email and there's a time
Speaker:and place for longer emails,
Speaker:by the way.
Speaker:But as a rule of thumb,
Speaker:it's always less is more understand emails place in the online
Speaker:world. Okay?
Speaker:It's not a sales page to make your life simple.
Speaker:What do you need to do in an email?
Speaker:I know what you need to do.
Speaker:You need to sell a click,
Speaker:sell the click.
Speaker:That is it.
Speaker:I see Mean going to very short paragraphs,
Speaker:maybe one or two sentences for a paragraph versus the old
Speaker:days of all this long information.
Speaker:That's right on target.
Speaker:And then I also hear that most people,
Speaker:and I know I do this skim an email,
Speaker:kind of want to know what this is about.
Speaker:Why am I reading it?
Speaker:And then if I'm not exactly sure,
Speaker:I want to know more.
Speaker:Then I'll go back and read it word for word.
Speaker:That's what people don't realize.
Speaker:It's a display medium.
Speaker:We don't live in an ideal world where if you have
Speaker:a thousand person list and you're using MailChimp,
Speaker:it's like those thousand people are going to see your email.
Speaker:Again, you have to work to get in front of them.
Speaker:Gmail is not going to just say,
Speaker:okay here,
Speaker:no, you have to work to actually get in front of
Speaker:them and even use your experience.
Speaker:When you open up an email,
Speaker:you see a long game.
Speaker:Well it's I want to read this.
Speaker:It's like,
Speaker:no, you don't want to read this.
Speaker:There's some people who love it.
Speaker:And then other people who don't.
Speaker:So this is why it's like,
Speaker:listen, you cannot cater to every single one of your users.
Speaker:You cannot do that.
Speaker:So don't do some short and some long,
Speaker:no, no you should do that.
Speaker:No, no,
Speaker:absolutely. Okay.
Speaker:But what I'm saying is a good rule of thumb.
Speaker:If you don't know what you're doing yet,
Speaker:in terms of how long you can take your emails,
Speaker:always stick to your basic framework,
Speaker:email, which is selling that click to actually get the user
Speaker:to wherever page you need to,
Speaker:because that's the most important part is just getting the user
Speaker:to that actual page.
Speaker:But in terms of testing,
Speaker:the actual length,
Speaker:as I mentioned,
Speaker:that's something that I kind of go a little bit more
Speaker:detail into my course.
Speaker:You don't want to overthink it.
Speaker:Just keep it really simple in terms of sticking to why
Speaker:people came to you like the painter desire.
Speaker:Like again,
Speaker:just selling that click.
Speaker:If today you was looking to sell the cup from the
Speaker:whole point is being able to sell the click to actually
Speaker:get to the actual cup.
Speaker:Maybe you have the five ways to reuse the old cups
Speaker:or whatever it is.
Speaker:Something that's simple,
Speaker:whatever it is,
Speaker:just something to get them the same way that you would
Speaker:see an ad online.
Speaker:Cause that's all email is,
Speaker:email is a display medium.
Speaker:You see something,
Speaker:you go to it.
Speaker:That is it.
Speaker:We're going to test me with your MP4 focused means it
Speaker:should be a single topic.
Speaker:Single action that you're looking for.
Speaker:Single idea like chapters of a book almost.
Speaker:Yeah. Like a single thing.
Speaker:Okay. Second is pain or desire.
Speaker:What is the reason why the person is going to take
Speaker:their precious time and look and go through it?
Speaker:So it has to relate to something that they are needing
Speaker:or solution that they would have correct?
Speaker:Something that they value.
Speaker:Yeah. Three.
Speaker:Are they continually affirming what you're saying?
Speaker:They see themselves in the wording.
Speaker:They agree with your comments.
Speaker:They're saying yes.
Speaker:There's that,
Speaker:that when people agree,
Speaker:agree, agree.
Speaker:They naturally go on to the next step.
Speaker:And since we're trying to sell the click,
Speaker:that kind of feels like mentally you're setting them up to
Speaker:naturally go for the clay.
Speaker:Exactly. Yes.
Speaker:So that's The three,
Speaker:the four is,
Speaker:but hold back.
Speaker:Don't tell them everything.
Speaker:Cause there's no reason for them to click.
Speaker:If you've given it all in the email,
Speaker:there you go.
Speaker:Yes. Okay.
Speaker:So that's four and five.
Speaker:Make sure that you're not focusing on yourself and how good
Speaker:you are and how great your products are.
Speaker:Even though we know they are,
Speaker:you need to be focusing on what the reason is that
Speaker:that's important to the reader.
Speaker:Exactly. There you go.
Speaker:Okay. Perfect.
Speaker:This is Golden.
Speaker:Thank you so much.
Speaker:This is great information.
Speaker:I do have a problem though.
Speaker:Yes. My problem is what if my emails aren't being opened?
Speaker:That's a good question.
Speaker:Number one,
Speaker:you need to understand why your emails are not being open.
Speaker:We have to Lay the groundwork.
Speaker:You're not going to get a hundred percent open rates.
Speaker:That's not even realistic.
Speaker:No. I mean the only time you'll get a hundred percent
Speaker:open rates and let's just a username or password type of
Speaker:deal where people have to get an account information.
Speaker:That's the only time you get a hundred percent because people
Speaker:need that email to actually log into something.
Speaker:That's the only time would you A stake in the ground
Speaker:as to what range is good?
Speaker:Yes. It depends on two things.
Speaker:Volume. Cause that's the one thing that people don't realize I'm
Speaker:Gary is everyone always talks about these great open rates and
Speaker:click through rates,
Speaker:but no one ever looks at the numbers.
Speaker:No one looks at the volume.
Speaker:Oh, I'm getting to that.
Speaker:I don't do wait.
Speaker:I'm getting there.
Speaker:Oh yeah.
Speaker:Yeah. It's like you have this number porn that goes around,
Speaker:especially in the e-com space.
Speaker:Cause they're all about the number porn,
Speaker:how much sales they're making,
Speaker:not understanding profit and all that.
Speaker:So it's important to actually understand that volume is very,
Speaker:very important.
Speaker:Niche is very,
Speaker:very important as well.
Speaker:Not as critical,
Speaker:but the volume is really,
Speaker:really going to be critical and the type of traffic.
Speaker:So if someone,
Speaker:I had a hundred people on their email list and they
Speaker:have 70 people opening because it's a lot of friends and
Speaker:family right now,
Speaker:70% sounds great.
Speaker:But someone then who has thousand and 70 people open,
Speaker:if I'm doing my numbers,
Speaker:right? That's 7% correct?
Speaker:Yep. It's still the same raw number of people opening,
Speaker:but it's against a bigger number.
Speaker:And so the 7% against the thousand List doesn't feel as
Speaker:great. How does that Play out into what you're saying with
Speaker:volume? And that's the whole point is to understand the actual
Speaker:volume. The other thing too here is you'd mentioned open rates.
Speaker:A lot of them will come to me because they're like,
Speaker:Oh my open rates start to decrease the law.
Speaker:And one of the other questions I ask them is what
Speaker:is your click through rate?
Speaker:And then they'll go blank.
Speaker:I don't know.
Speaker:My click through rate is,
Speaker:Well, maybe they didn't even have any links in the email
Speaker:to start With it's possible.
Speaker:But then again,
Speaker:there's a problem.
Speaker:Basically. The reason why I'm saying that is because it just
Speaker:goes to show the level of understanding about email.
Speaker:Again, if you don't understand,
Speaker:it's like going to Vegas with a million dollars going to
Speaker:the crop's table or to blackjack,
Speaker:but not knowing how to play.
Speaker:Right. And you're just like,
Speaker:Hmm, here's money.
Speaker:You just throwing,
Speaker:you know,
Speaker:maybe you win some,
Speaker:maybe you don't.
Speaker:But the point is you don't and maybe you lose Vegas.
Speaker:He totally broke afterwards.
Speaker:And it's cause you don't understand how to actually play the
Speaker:game. Going back to the actual volume itself,
Speaker:they do have a guideline in terms of if any lists
Speaker:are under 10,000,
Speaker:like when you're dealing with the list of a hundred,
Speaker:like that's obviously your numbers are going to pick anything under
Speaker:10,000. It's typically a rule of,
Speaker:you can usually get open rates.
Speaker:An ideal open rate that you want to be aiming for
Speaker:is about 25 to about 35%.
Speaker:That would be ideal.
Speaker:But the other thing too is you always want to be
Speaker:looking at your click through rates.
Speaker:So your click through rates,
Speaker:if anything,
Speaker:under a 10,000
Speaker:people, your click through rates,
Speaker:you want to be aiming for anywhere from between three to
Speaker:about 10%,
Speaker:because the clicks is where everything is kind of like a
Speaker:catch 22,
Speaker:especially with opening your emails.
Speaker:It's like,
Speaker:well, how do you get people to click if no one's
Speaker:opening and then vice versa.
Speaker:But that's the most important thing is to really understand that
Speaker:your focus always has to be on selling that click and
Speaker:going back to the open rates,
Speaker:the open rates is once you understand how everything works,
Speaker:it's just a matter of understanding.
Speaker:Okay. Is it a deliverability issue?
Speaker:Because it could be most of the time if you're not
Speaker:getting the opens as you want.
Speaker:It's because you have a deliverability issue Before we go there.
Speaker:Do you have a question for you?
Speaker:I think a lot of people know how to see their
Speaker:open rates.
Speaker:You know,
Speaker:it's something that all service providers are showing.
Speaker:How do you see your click through rate?
Speaker:Well, most email service providers show with click-through rates.
Speaker:The only thing is you need to make sure,
Speaker:cause I believe that I'm not mistaken and don't quote me
Speaker:on this because I want to see what's constant contact,
Speaker:but it was one of the big ESPs that used to,
Speaker:instead of showing click-through rates,
Speaker:they show you click to open rates,
Speaker:which is so deceptive and so wrong.
Speaker:It's so mislead,
Speaker:clicking To open is just opening your email,
Speaker:reading the email.
Speaker:Yeah. It's clicked open,
Speaker:but it's very deceiving because a click through rates,
Speaker:which is the proper metric is that is based on the
Speaker:amount that you sent versus click to open rates,
Speaker:which is the click to the amount of people that actually
Speaker:opened your email.
Speaker:Oh yeah.
Speaker:Which is very deceptive.
Speaker:So then you will be like,
Speaker:wow, I got this amazing click through rates,
Speaker:80% open rate.
Speaker:I got a 35% click-through rate.
Speaker:And it's like,
Speaker:Hmm. Yeah,
Speaker:you should check that.
Speaker:See if it's click through rate or click the open rates
Speaker:because email service providers,
Speaker:like I said,
Speaker:their job is to provide a service,
Speaker:which is to send emails.
Speaker:So the more you send,
Speaker:the more you make,
Speaker:they don't care.
Speaker:If you make money,
Speaker:if you have deliverability issues,
Speaker:they don't care.
Speaker:We need to be looking at our clean open rates and
Speaker:then also the clicks.
Speaker:So there's that.
Speaker:But now let's get into this whole deliverability issue.
Speaker:Oh, this makes me sick to my stomach.
Speaker:Why does it make you sick?
Speaker:Because I feel there are a lot of emails that we
Speaker:send and I'll tell you why in a second,
Speaker:that people don't even have a chance to see because they're
Speaker:landing in the promotion folder of Gmail or the spam folder.
Speaker:And the reason I say that is two reasons.
Speaker:Number one,
Speaker:I'll have people saying I didn't get it.
Speaker:I didn't get it.
Speaker:I was actually looking for this email and I never found
Speaker:it. Then we have to go to your borough,
Speaker:shuffle to go to like all that.
Speaker:And then the other reason is I'll go to my own
Speaker:promotion folder and so many emails that I really want that
Speaker:I have to move over into my primary folder.
Speaker:And then two weeks later,
Speaker:they're back into the promotion folder.
Speaker:Can you tell him a little irritated about it?
Speaker:Definitely. But you also said something very important at the same
Speaker:time is your main frustration.
Speaker:Okay. Obviously for them ending up their promo tab and spam,
Speaker:right? If they're not going to be interested in an opening,
Speaker:I want to know that because I want to talk to
Speaker:you afterwards.
Speaker:Maybe our final thing will be cleaning your list,
Speaker:but that's okay because people might sign up because they want
Speaker:to download that I've given them and the value came in
Speaker:the download,
Speaker:but you know what,
Speaker:right now they don't want my other stuff.
Speaker:They don't want to know about the podcast.
Speaker:They're not little really looking at starting a business.
Speaker:But as long as I know that they've seen it and
Speaker:had a choice and I'm feeling like I don't have control
Speaker:over actually being able to show them for them to be
Speaker:able to say yes or no.
Speaker:That's where my frustration is.
Speaker:Okay. Those are all very valid.
Speaker:Well, one thing you always want to avoid doing,
Speaker:which is how to say that it's a bad thing.
Speaker:Cause the one thing that I heard you saying is you
Speaker:really, really want to make sure that people see your emails.
Speaker:And that,
Speaker:that is a critical thing.
Speaker:Obviously the whole point is you want people to see your
Speaker:email, not all your emails are going to get in front
Speaker:of everyone all the time.
Speaker:Okay? It's a numbers game.
Speaker:It's the way it is.
Speaker:This is why it's important to understand.
Speaker:Number one,
Speaker:if it really is a deliverability issue,
Speaker:you had mentioned something really,
Speaker:really critical,
Speaker:which is the promo tab.
Speaker:And that's thing that people always ask is,
Speaker:well, the promo title.
Speaker:What about that?
Speaker:I remember when the promo tab first came out in 2006,
Speaker:trust me.
Speaker:I was not happy for two weeks.
Speaker:I'm not going to lie to you.
Speaker:We struggled.
Speaker:But two weeks afterwards,
Speaker:we were back to business as usual,
Speaker:the promo tab.
Speaker:Okay. So Jamie and let's try to kill.
Speaker:They hate email.
Speaker:They have tried to kill it.
Speaker:Not once they tried to kill it with wave.
Speaker:I'm not sure if you remember wave,
Speaker:they came out with wave about 15 years ago to kill
Speaker:email. It didn't work.
Speaker:And then they tried the promo tab to kill it.
Speaker:Once again,
Speaker:it didn't work because what happens when you are unable to
Speaker:find your favorite email,
Speaker:where do you,
Speaker:I go to the promo tab.
Speaker:Exactly. But I don't go there every day.
Speaker:And so there's things that go down the list that I
Speaker:might've wanted to see,
Speaker:but I'll never have a chance to see it.
Speaker:And I guarantee you,
Speaker:most of our listeners,
Speaker:customers will never even think of ever going in that promo
Speaker:time. And there's a lot of assumptions about the promo tab,
Speaker:the promo tab.
Speaker:You have to look at it this way.
Speaker:It's still the inbox people have at this point.
Speaker:Been conditioned that if they don't find it in the promo,
Speaker:if they don't find it in their primary,
Speaker:they're going to go to promo.
Speaker:They even did a study on this.
Speaker:Trust me,
Speaker:this is something that we monitor on a daily basis.
Speaker:We monitor,
Speaker:I don't worry about myself,
Speaker:going to promo my stuff goes into promo all the time.
Speaker:I don't care because it's still inbox my opens and my
Speaker:click-through rates where they might suffer a little bit in terms
Speaker:of okay.
Speaker:If my normal open rate was 25%,
Speaker:okay. Maybe went down to a 23%,
Speaker:but it's not major.
Speaker:It's not major enough to be like,
Speaker:Oh, this is a major problem.
Speaker:What is a major problem is deliverability because I've had a
Speaker:few clients with Infusionsoft.
Speaker:The deliverability is definitely an issue.
Speaker:Stab me in the heart.
Speaker:Gabby. I'm just being realistic in terms of like I've dealt
Speaker:with these guys.
Speaker:So define deliverability.
Speaker:Well, deliverability is just one definition.
Speaker:You have delivery,
Speaker:which you hear a lot of ESPs talking about.
Speaker:They're like,
Speaker:Oh, we have nine 90% delivery.
Speaker:Which means you send an email and actually gets to where
Speaker:it's supposed to go.
Speaker:Once again,
Speaker:the only job the email service provider has,
Speaker:their only job is that if you have a thousand person
Speaker:email list and all those thousand people are valid and those
Speaker:thousand people get delivered.
Speaker:Okay. But delivery does not mean deliverability.
Speaker:So this is why they manipulate you into thinking that 99%
Speaker:means 99% of people will see your emails.
Speaker:No, that's not true.
Speaker:Deliverability is ending up in inbox.
Speaker:That's deliverability.
Speaker:It's your inbox placement.
Speaker:So it's like putting an envelope in a mailbox and having
Speaker:someone open it on the other end,
Speaker:actually knowing that someone opened it,
Speaker:knowing that someone opened it.
Speaker:Okay. Yes.
Speaker:So once again,
Speaker:the ESP,
Speaker:just imagine if you're going to use the envelope,
Speaker:the ESP is the mailman.
Speaker:That's all he is.
Speaker:So if you're using the envelope as receiving mail,
Speaker:the ESP would be the mailman who would basically sending the
Speaker:actual email that would be delivering the envelope,
Speaker:Delivering it in into your mailbox at Home.
Speaker:Exactly. But once again,
Speaker:you have to actually see it.
Speaker:What happens if you open up your mailbox and you have
Speaker:a bunch of junk stuff in there,
Speaker:you go through it.
Speaker:Maybe you throw some out,
Speaker:maybe you keep some it and so on and so forth.
Speaker:It's just important to actually understand the difference in terms of
Speaker:terminology delivery,
Speaker:just beans it's being actually delivered deliverability is the actual bowl.
Speaker:The person actually seeing the email and actually being delivered into
Speaker:the inbox And still having the decision to be made to
Speaker:open it or not.
Speaker:Oh yeah.
Speaker:You still have to open or not.
Speaker:Deliverability is before actually opening.
Speaker:So it's deliver deliverability open click,
Speaker:correct? Yes.
Speaker:And then of course,
Speaker:if you want to avoid deliverability issues,
Speaker:because again,
Speaker:in email you always have an easy,
Speaker:or you have a hard way.
Speaker:I remember I came from the hard way of email,
Speaker:meaning I came from the affiliate world.
Speaker:Then this is why I know you're sitting on a gold
Speaker:mine because I was the person who Alicia said,
Speaker:you had an email list,
Speaker:thriving business,
Speaker:but you have an email list,
Speaker:but you don't know what you're doing.
Speaker:So I would take your email list and I would monetize
Speaker:it for you.
Speaker:That is what I did for over 10 years.
Speaker:I'm monetize other people's email lists.
Speaker:That's how I got all that experience.
Speaker:That's how I got the experience of the ESP.
Speaker:Cause that's what I was doing at the email service provider
Speaker:of clients,
Speaker:right? I was helping them with their strategies and how to
Speaker:email and so on and so forth.
Speaker:So this is why I know you're sitting on a gold
Speaker:mine is that I've managed this for thousands of people back
Speaker:in the day.
Speaker:And the one thing you don't want to ever do,
Speaker:I wouldn't say don't want to do it,
Speaker:but you want to avoid giving away your email list to
Speaker:other people to be able to manage.
Speaker:You don't want to give it to an agency because at
Speaker:the end of the day,
Speaker:anytime you let someone else touch your lists,
Speaker:you're subjecting that list to a possibility of again,
Speaker:of being stolen of anything.
Speaker:Remember this is your data.
Speaker:This is your people don't want to just keep it away.
Speaker:Well, first off,
Speaker:they're trusting you when they give you their email address.
Speaker:That's number one.
Speaker:Yeah. And secondly,
Speaker:long, hard earned email addresses.
Speaker:It's a big asset.
Speaker:Getting back to the deliverability.
Speaker:Yes. It varies based on your service provider.
Speaker:It sounds like you're saying No.
Speaker:We remember everything always goes back to your email reputation.
Speaker:Let me break it down this way.
Speaker:If you want your emails to be seen,
Speaker:it's all about hitting the inbox,
Speaker:which is deliverability and deliverability is based not on your email
Speaker:service provider,
Speaker:not on the tools that you can use.
Speaker:Put on your email reputation.
Speaker:How do you keep your email reputation high,
Speaker:always be engaging.
Speaker:You get the open,
Speaker:you get the click.
Speaker:And if you're lucky,
Speaker:you get the reply and what's your objective for every single
Speaker:email is to keep that engagement rate high.
Speaker:How do you do it?
Speaker:Sell the click.
Speaker:If you have a good reputation for deliverability,
Speaker:then new emails that are going to go with your next
Speaker:email that you're sending have a higher probability of landing in
Speaker:the inbox because your deliverability reputation is high.
Speaker:Correct. And the other thing too,
Speaker:that I should mention is your email reputation.
Speaker:Like anything else changes every time you send an email.
Speaker:So this is why there's no like Senator forget it.
Speaker:This is why there's no perfect DSPs.
Speaker:Because every time you send an email,
Speaker:your reputation changes.
Speaker:So this is why just as a good guideline,
Speaker:this is why you always want to sell the click.
Speaker:If you want to avoid deliverability and you may not ever
Speaker:be able to avoid a hundred percent because even I even
Speaker:at some point,
Speaker:like I'm going to suffer a deliverability issue,
Speaker:but I know exactly how to get out for me.
Speaker:It's not an issue I spent 10 years going in and
Speaker:out of spam folders,
Speaker:not a problem.
Speaker:So your deliverability is poor.
Speaker:Yes. And to make it better,
Speaker:you have to increase your reputation and to increase your reputation.
Speaker:You need to have people taking action opening and selling the
Speaker:click, but how can you get them to even see it,
Speaker:to increase your reputation?
Speaker:If your deliverability is already low,
Speaker:the catch 22,
Speaker:right? There is,
Speaker:I don't mean for you to give away all the goodness,
Speaker:but I'm just trying to understand how it all works.
Speaker:Yeah. It's your typical catch 20.
Speaker:So it's like we use you,
Speaker:you're stuck in the spam folder.
Speaker:How do you get out?
Speaker:You don't need to pay a great copywriter for email.
Speaker:What you need is patience.
Speaker:That is what you need as patients.
Speaker:When it comes to resolving deliverability issues,
Speaker:it just comes down to understanding the strategy that you need
Speaker:to do in order to get out.
Speaker:Which is,
Speaker:once again,
Speaker:it's just focusing on engagement and it's not about quantity.
Speaker:So a lot of people think,
Speaker:well, you know,
Speaker:I have this list of whatever it is,
Speaker:10,000 people.
Speaker:It's not a matter of sending to all this 10,000
Speaker:people. That's not what it's a matter about the Gmails and
Speaker:the yahoos of the world.
Speaker:Remember all of these people,
Speaker:the GMLs the yahoos,
Speaker:the AOL,
Speaker:they don't speak to one another,
Speaker:depending on your email list,
Speaker:makeup, depending also on your deliverability issues,
Speaker:you may only be maybe not delivering to Gmail,
Speaker:but your other ones may be doing perfectly well.
Speaker:That's the deal is it's a matter of just focusing on
Speaker:the engagement,
Speaker:revising the strategy,
Speaker:to just focus on the active people,
Speaker:the actual people that are engaging,
Speaker:all the Gmails of the world,
Speaker:want to see that?
Speaker:Yeah. People want to receive the emails.
Speaker:One of the reasons why we don't offer deliverability services,
Speaker:we do not do that.
Speaker:And you'll see a lot of people online.
Speaker:If you go to whatever Upwork or whatever,
Speaker:you're going to find people that will solve deliverability for you.
Speaker:Especially if you're suffering from deliverability,
Speaker:it, depending on how bad it is,
Speaker:you can't solve it in a one-shot.
Speaker:This is why we don't do it.
Speaker:So you can come to me.
Speaker:You're suffering deliverability issue.
Speaker:I solve it for you.
Speaker:But guess what?
Speaker:If you don't fix your bad habits,
Speaker:it's just going to keep happening.
Speaker:This is why I wrote the book because I was like,
Speaker:listen, no one can solve your deliverability.
Speaker:Unless it is very something specific.
Speaker:Like, okay,
Speaker:there was a link that was being flagged or whatever we
Speaker:change it.
Speaker:Nope. Sending practices are great.
Speaker:You're doing everything.
Speaker:But it was just a link that was getting flagged,
Speaker:whatever it is.
Speaker:So in that case,
Speaker:yes, deliverability can be solved.
Speaker:But nine out of 10 cases,
Speaker:when people come to me for deliverability issues,
Speaker:because they don't understand email,
Speaker:they're listening to the Google.
Speaker:As you listened to the ESPs of the world,
Speaker:listen, you can solve deliverability.
Speaker:Deliverability can literally we've solved it in minutes.
Speaker:Okay? It's a matter of understanding what the problem is and
Speaker:how to fix it.
Speaker:It is possible if your emails have been landing the spam
Speaker:folder, when you start fixing things,
Speaker:those emails to those same people who have already been going
Speaker:to the spam folder at some point,
Speaker:may miraculously show up in the inbox,
Speaker:if you have patients,
Speaker:correct. Absolutely.
Speaker:They will go back into the inbox a hundred percent.
Speaker:It's just a matter of when is the end.
Speaker:It's just a matter of just patients and P five.
Speaker:That's the guideline that we use in terms of just understanding
Speaker:the framework of an email.
Speaker:Anyone can do this and you can even do this.
Speaker:Now the best practice is looking at other people's mistakes.
Speaker:So just go through your emails,
Speaker:go through your spam folder,
Speaker:go through your inbox.
Speaker:And you can definitely start to see even people that are
Speaker:whatever it is.
Speaker:Even emails that you like.
Speaker:You could be like,
Speaker:Hmm. This email could be a lot better because at the
Speaker:end of the day,
Speaker:if a hundred people clicking on your email and you have
Speaker:a, whatever it is,
Speaker:and once you see a 2% conversion rate,
Speaker:what happens when you think you sent 300 people now with
Speaker:that same conversion rates,
Speaker:300 clicks,
Speaker:what do you think now is going to happen to your
Speaker:revenue, but that same conversion rates.
Speaker:So we can all learn just by going into our spam
Speaker:folder and seeing who's there and then looking and trying to
Speaker:figure out why that is and not doing that.
Speaker:Yeah. It's not even figuring out the why going through the
Speaker:MP five,
Speaker:you can see it.
Speaker:They're not engaging.
Speaker:They don't understand their users.
Speaker:They don't understand how email works because a lot of them
Speaker:will just pick an email service while they pick Clavio Clavio
Speaker:in boxes.
Speaker:That's what everyone talks about.
Speaker:Take MailChimp,
Speaker:right? And they just don't go any further than that.
Speaker:And then they'll send out their first couple of emails and
Speaker:they'll be like,
Speaker:Oh wow,
Speaker:we can great open rates,
Speaker:great click-through rates.
Speaker:Then a couple of days later,
Speaker:they'll be like,
Speaker:Oh, our open rates are down.
Speaker:I guess email doesn't work.
Speaker:Email sucks.
Speaker:Well, you know what?
Speaker:I got other things to do.
Speaker:And then they'll go focus on something else.
Speaker:People will say that about Facebook ads and everything,
Speaker:you know,
Speaker:you try it,
Speaker:it doesn't work for you.
Speaker:It's always easy to blame what you're using versus that maybe
Speaker:you're not using it properly,
Speaker:which I believe you talked about it in the very beginning.
Speaker:So really quickly,
Speaker:I'm looking at the time.
Speaker:I've kept you so long,
Speaker:but I am loving this because I'm hearing things I've never
Speaker:heard before.
Speaker:Credibly, interesting to me,
Speaker:just really quickly touch on cleaning your lips.
Speaker:Best email hygiene is one of those.
Speaker:I always like to explain it almost like,
Speaker:you know,
Speaker:imagine you get your dream house right at the beach.
Speaker:If you're gonna get a dream house close to the beach
Speaker:and chances are,
Speaker:you probably get some flood insurance just in case you want
Speaker:to protect that beautiful dream house.
Speaker:I'd be buying a boat.
Speaker:But go ahead.
Speaker:Did do something to protect that dream.
Speaker:Listen, you're going to spend all this money on a lead
Speaker:and we're talking more on the paid side.
Speaker:The organic,
Speaker:obviously you're not,
Speaker:but on the paid side,
Speaker:it's like,
Speaker:you just paid whatever it is.
Speaker:Three, three,
Speaker:$4 for leads.
Speaker:One penny to protect that lead.
Speaker:Because again,
Speaker:your email reputation is being built where you ever sent that
Speaker:first email.
Speaker:So even before he ever press send your email reputation,
Speaker:the GMLs of the world are already saying Mary's candles.
Speaker:I don't know if she's going to be any good,
Speaker:because again,
Speaker:the genius in the world,
Speaker:they don't care if people signed up to Mary's candles because
Speaker:they love Mary's cat.
Speaker:They don't care.
Speaker:GML is just a machine.
Speaker:There's no people that look at your email.
Speaker:It's a machine that looks at your email.
Speaker:Doesn't care.
Speaker:It only knows one thing.
Speaker:Did this person engaged?
Speaker:Yes or no.
Speaker:Is this person valid?
Speaker:Yes or no?
Speaker:Okay. This is why going to hygiene.
Speaker:The hygiene aspect.
Speaker:It is really critical.
Speaker:And the reason why I say your reputation is being built
Speaker:beforehand is because even before you send that email,
Speaker:the Gmail.
Speaker:So the world already know if that email exists or not
Speaker:and their logic to them.
Speaker:Because again,
Speaker:it's not a person it's a computer logic.
Speaker:Remember you're not dealing with people,
Speaker:logic. You're dealing computer logic.
Speaker:Computer logic says,
Speaker:well, if this email address is incorrect,
Speaker:that means Mary Kendall's harvested this email.
Speaker:She's a spammer.
Speaker:That's their logic.
Speaker:So this is why I always tell people,
Speaker:listen, just the extra penny,
Speaker:take that extra penny.
Speaker:Make sure that email is valid because again,
Speaker:people make mistakes.
Speaker:How many times does your phone?
Speaker:Auto-correct how many times you have like bat fingers at a
Speaker:point that slips whatever it happens.
Speaker:So you're talking then about like hard bounces and things like
Speaker:that. That happened,
Speaker:correct? That's a hard balance.
Speaker:That's part of hygiene.
Speaker:You have two folds of hygiene.
Speaker:You have a hygiene before you send,
Speaker:and then you have hygiene afterwards,
Speaker:which is when you'd know if they bounced.
Speaker:Correct. But the whole point is you want to avoid doing
Speaker:that because if you send an email,
Speaker:but it's not valid to Gmail,
Speaker:like I said,
Speaker:you're not dealing with people,
Speaker:logic. You're dealing with your logic To run your list through.
Speaker:Are there checkers or something that you run your list through
Speaker:to make sure that they're all valid?
Speaker:Oh, absolutely.
Speaker:Any other services out there?
Speaker:Yes. You got to tell us,
Speaker:Oh, I'm sorry.
Speaker:I'm sorry.
Speaker:There's a lot of things here I take for granted.
Speaker:As I mentioned,
Speaker:I've been doing it for such a long time,
Speaker:but yes,
Speaker:hygiene. Yes.
Speaker:There are companies out there.
Speaker:We recommend X verify,
Speaker:verify as I would never recommend anyone.
Speaker:That number one,
Speaker:I never used myself.
Speaker:I learned that the hard way and that I do not
Speaker:know our trust.
Speaker:So I know the people there.
Speaker:I trust the people there because as I mentioned any time,
Speaker:you put your email,
Speaker:especially your email list.
Speaker:When you expose your email list to any third party provider,
Speaker:you are your list to anyone who could potentially steal it.
Speaker:I mean,
Speaker:don't be consumed with it,
Speaker:but it's definitely something to be concerned with.
Speaker:So how often should you go through for verification?
Speaker:It's only the first time and it's not something you have
Speaker:to do expert for.
Speaker:It's great.
Speaker:You can actually just put a piece of script on your
Speaker:page and are automatically when someone's typing in their email,
Speaker:it'll actually live check.
Speaker:So if someone does FF fingers will be like,
Speaker:oops. Oh,
Speaker:I understand.
Speaker:Okay. I got it.
Speaker:I got it.
Speaker:So it's not like you're sending your whole list there and
Speaker:they're running a scrub on it or something.
Speaker:Yeah, No,
Speaker:no, no,
Speaker:no. You can do it that way.
Speaker:So what we would recommend is again,
Speaker:so you have the verification that's present and then you have
Speaker:the verification after.
Speaker:So let's just say you've been dormant for,
Speaker:I don't know,
Speaker:two months you haven't sent any emails.
Speaker:What you can do is if you've been dormant for anything
Speaker:over about 30 days,
Speaker:then you should definitely verify,
Speaker:you should put your email list through a verification process just
Speaker:to be safe.
Speaker:Okay. Like I said,
Speaker:it's always to err,
Speaker:on the side of caution,
Speaker:what does it cost?
Speaker:Like a couple of bucks to get it,
Speaker:err, on the side of caution,
Speaker:just do that.
Speaker:So you can do that where you can upload your entire
Speaker:list and it'll scrub it for you.
Speaker:If you haven't emailed in a long time or you can
Speaker:do it on the live,
Speaker:we always suggest people,
Speaker:listen, just do it on the live one because it's easier.
Speaker:You don't want,
Speaker:you don't have to even think about it.
Speaker:It's automatically done.
Speaker:You're not doing any scrub process.
Speaker:That's automatically being done.
Speaker:When you don't even see it.
Speaker:You services like lead pages and all of that.
Speaker:Can you Connect X verify verified and things like that where
Speaker:they're entering in emails outside of your website.
Speaker:Good question.
Speaker:I'd have to double check.
Speaker:I know what a simple script.
Speaker:So as long as the provider,
Speaker:whatever, if you're using lead pages,
Speaker:if you can,
Speaker:then you should technically be able to.
Speaker:But if not,
Speaker:that's the,
Speaker:We don't have to go too crazy here.
Speaker:I just do want to talk about cleaning.
Speaker:We're in the middle of cleaning our list right now and
Speaker:we're getting ready to delete like thousands of people because they
Speaker:haven't opened for two years,
Speaker:but I'll give you some free advice for like here.
Speaker:Okay? Yes.
Speaker:There's a couple of things that you can do you always
Speaker:like to do.
Speaker:It depends on how aggressive of a win-back campaign you want
Speaker:to get.
Speaker:Because again,
Speaker:you earn this list.
Speaker:I, to say you earn this list,
Speaker:but you built this list.
Speaker:It's good to actually know what you can get out of
Speaker:it. I mean like a lot of the people that are
Speaker:on the list are either people gotten freebies from us or
Speaker:attended my webinars that go into my masterclasses because we got
Speaker:thousands of people who sign up for that.
Speaker:And then that was it.
Speaker:Like that's all that happened.
Speaker:Conditioning is really key because it's all about being able to
Speaker:weed out those,
Speaker:those people that really,
Speaker:really are interested in not just the lurkers,
Speaker:but that's,
Speaker:you know,
Speaker:a strategy for afterwards,
Speaker:like okay.
Speaker:And kind of learned your mistakes a little bit.
Speaker:Now let's see how you can use a different strategy.
Speaker:So for you,
Speaker:what I would suggest if you're looking to get rid of
Speaker:thousands of people,
Speaker:what I would do as a basic kind of win-back strategy,
Speaker:do you have SMS data or only email data,
Speaker:only email,
Speaker:only email.
Speaker:But what I would basically do is depending on how dormant
Speaker:they are granted,
Speaker:you know,
Speaker:I don't know how your email reputation is right now.
Speaker:If you have a good email reputation,
Speaker:then you can do this.
Speaker:But what I would do first is I would do a
Speaker:very, very simple win-back campaign.
Speaker:And what I would do is I would actually bucket your
Speaker:users depending on how many you have delicious.
Speaker:See if you query your database and I don't know,
Speaker:let's just say you have like 10,
Speaker:we'll say inactives,
Speaker:last thing you want to do is send to that 10,000
Speaker:inactives, because guess what?
Speaker:They've Already proven that they're inactive.
Speaker:So none of them will Get delivered.
Speaker:Well, it's not that,
Speaker:but your email reputation is going to take a hit,
Speaker:right? So you'd want to do that because what happens if
Speaker:you send an email,
Speaker:no one opens loans,
Speaker:clicks. Remember your email reputation has been engaged every single time
Speaker:you send an email.
Speaker:Typically what I would like to do is if this is
Speaker:why I asked you if you had SMS data,
Speaker:because what I always like to do is use all of
Speaker:your social media channels.
Speaker:Not don't use them against each other,
Speaker:use them to compliment one another because that's what people don't
Speaker:do is they don't use email to compliment.
Speaker:So what I always do is what you can do in
Speaker:this case is since you already have those users,
Speaker:what I would do is I would suggest that you do
Speaker:a very simple even just do a very simple reengagement campaign
Speaker:on Facebook,
Speaker:whatever it is,
Speaker:take those 10,000
Speaker:people that haven't opened the click and just do an ads
Speaker:targeting directly then because you can target them directly.
Speaker:I know.
Speaker:And I have,
Speaker:I do that.
Speaker:So that's good.
Speaker:Okay. So take them and do an engagement campaign on Facebook
Speaker:because they're obviously proving that they're not opening the email.
Speaker:Yeah. Well,
Speaker:you don't know why yet,
Speaker:because again,
Speaker:I'm going on the assumption that your deliverability is okay,
Speaker:but I'm going to set a bet that your deliverability probably
Speaker:could be improved.
Speaker:Of course it can,
Speaker:but I'll just use everyone's.
Speaker:That could be improved.
Speaker:Okay. Just thinking about that again,
Speaker:like these 10,000
Speaker:people, they're probably not all gonna match on Facebook,
Speaker:but it doesn't matter.
Speaker:You don't need all 10,000.
Speaker:You just need to move the needle a bit,
Speaker:run a re-engagement campaign on Facebook.
Speaker:But again,
Speaker:again, the objective is to get them back into their email.
Speaker:So they see a Facebook campaign.
Speaker:What's the directive going to be,
Speaker:it's going to be,
Speaker:we have something for you,
Speaker:blah, blah,
Speaker:blah, blah,
Speaker:blah. You could be sending them to a page first.
Speaker:But again,
Speaker:the whole objective is to get them back into their email
Speaker:clients. You want to avoid any sort of freebie incentive again,
Speaker:you know what I'm saying?
Speaker:Granted, just test different incentives.
Speaker:Cause at this point you don't really care about the intensive.
Speaker:You just need to get the engagement,
Speaker:but just test different incentives,
Speaker:get them to a landing page.
Speaker:And on that landing page again,
Speaker:it's the whole point is we got something for you,
Speaker:landed on this page,
Speaker:cure email.
Speaker:Now we got something for you and that's going to ignite
Speaker:them again as click,
Speaker:you can base your win-back strategy on that.
Speaker:But all these people now that have engaged on that ad
Speaker:that have now opened and clicked.
Speaker:You can use that for your win-back strategy and use that
Speaker:as a promotion for the next three to five days to
Speaker:be like,
Speaker:listen, okay,
Speaker:you were interested in this campaign,
Speaker:you signed up,
Speaker:you still want to improve your life,
Speaker:blah, blah,
Speaker:blah, all that great stuff.
Speaker:This is how you do it.
Speaker:And you can push that for two or three days.
Speaker:And then afterwards at the end of the three days you
Speaker:archive the data,
Speaker:the people that haven't responded,
Speaker:you archive,
Speaker:you don't delete the data and deleted off your ESP,
Speaker:but then archive the data because that data is still trust
Speaker:me. Okay.
Speaker:I use data from 15 years ago and still I had
Speaker:an email the in 15 years it's still made money.
Speaker:It's still responded.
Speaker:So are you archiving it by just like downloading it as
Speaker:an Excel file or something?
Speaker:Correct? Yeah.
Speaker:Yeah. Okay.
Speaker:That's what we're doing.
Speaker:Okay. Yes.
Speaker:So you download it,
Speaker:you archive it,
Speaker:you save it for rainy day because you never know.
Speaker:These are people that are already proven that they're interested in
Speaker:something that you have not to be confused.
Speaker:I, to make sure our listeners understand Not to be confused
Speaker:with people who have said they wanted to be opted out
Speaker:who have unsubscribed.
Speaker:Those guys have to go.
Speaker:You have no choice.
Speaker:Yeah, Absolutely.
Speaker:I mean the unsubscribes,
Speaker:that's your suppression fund.
Speaker:That's the one thing too,
Speaker:that people a good thing that you actually brought that up
Speaker:because that's one thing that people forget actually bring over when
Speaker:the switch ESPs is they'll start to actually upload the unsubscribes
Speaker:as well.
Speaker:Not realizing that they need to suppress those.
Speaker:Hopefully that made sense in terms of the win-back strategy.
Speaker:Yes, it totally does.
Speaker:I love it.
Speaker:This came at such a great time because we've been going
Speaker:through this and tagging and figuring it out.
Speaker:I have two companies on one list,
Speaker:so we've got to break up the companies and like there's
Speaker:a bunch of stuff we needed to do.
Speaker:I'm doing a lot,
Speaker:right? There are things that we can do better.
Speaker:This has been so incredible because I love when I'm learning
Speaker:things that I've never heard before,
Speaker:because I've been in business for a long time.
Speaker:I've been exposed to man.
Speaker:I was in business before there was even an email and
Speaker:we were talking about what mill through the computer,
Speaker:like, you know,
Speaker:all of that.
Speaker:And not that I know everything by a long shot,
Speaker:but I've been exposed to so many things,
Speaker:but a lot of this has been new Gabby,
Speaker:incredibly interesting.
Speaker:And I appreciate your taking so much time with us.
Speaker:I do want to close out by you telling us some
Speaker:more about your book,
Speaker:because I'm quite sure that there are going to be people
Speaker:interested in getting so share a little bit more about that
Speaker:Woke up one day.
Speaker:And I was like,
Speaker:you know what?
Speaker:The world needs something.
Speaker:Every single person that has an email list needs this.
Speaker:I was like,
Speaker:you know what,
Speaker:let me just write the book.
Speaker:I would just write the book in a very kind of
Speaker:simple way,
Speaker:because as you can tell,
Speaker:I mean,
Speaker:I love email,
Speaker:but it can be a little bit technical and sometimes I
Speaker:can get a little bit too nitty gritty,
Speaker:which most people,
Speaker:especially if they're running a business,
Speaker:they want to get into the nitty gritty.
Speaker:They just want the higher level.
Speaker:So this is why I wrote the book.
Speaker:Cause I was like,
Speaker:you know what,
Speaker:everyone that has an email list needs this once this as
Speaker:a foundation,
Speaker:because this is your foundation.
Speaker:It's like anything else you're building a house needs to know
Speaker:how deep the foundation,
Speaker:how to build it.
Speaker:This is it.
Speaker:Because again,
Speaker:it's all about hitting that inbox.
Speaker:And this is when I came up with a system cause
Speaker:I was like,
Speaker:listen, okay.
Speaker:I can either be fighting deliverability whole day,
Speaker:which I don't want to be doing.
Speaker:Or it could actually be growing the business.
Speaker:Very, very easy book.
Speaker:It's about,
Speaker:only about 60 pages long.
Speaker:It's two hours of audio.
Speaker:So you can just sit back,
Speaker:relax, learn about email marketing,
Speaker:learn everything that you need about the foundation.
Speaker:And then that will give you enough.
Speaker:Is your book available on Amazon?
Speaker:It's not on Amazon.
Speaker:No. It's available on my websites because it's through a PDF
Speaker:and it's through an audio book.
Speaker:Okay, perfect.
Speaker:And your website is email maverick.com
Speaker:and give biz listeners.
Speaker:You know that that's going to be in the show notes
Speaker:so you can just go reference it over there.
Speaker:In case you don't have a pen and paper,
Speaker:you can write that down now,
Speaker:Gabby, like I am beyond thankful,
Speaker:like I said earlier,
Speaker:for all of this information things,
Speaker:I didn't know.
Speaker:I understand email.
Speaker:So, so,
Speaker:so much better.
Speaker:Where have you been for so long?
Speaker:I'm here.
Speaker:I'm hiding.
Speaker:It's like everyone always talks about like who's behind the curtain.
Speaker:It's like,
Speaker:well it's me behind the curtain.
Speaker:Thank you so much for joining me today.
Speaker:Yeah, No worries.
Speaker:Thank you.
Speaker:So, okay.
Speaker:Let's see how good we were as students.
Speaker:I warned you already.
Speaker:There is a one question.
Speaker:Pop quiz.
Speaker:You ready?
Speaker:What is the single purpose of any email?
Speaker:Dun dun dun dun dun dun,
Speaker:answer to sell the click.
Speaker:If you got it right.
Speaker:A gold star next to your name today.
Speaker:I don't know about you,
Speaker:but I've gone through this information twice already.
Speaker:And I'm seeing our email strategy in an entirely different light.
Speaker:I know it's busy season right now.
Speaker:Maybe Mark.
Speaker:This episode is saved so you can come back and focus
Speaker:on the direction here more after things calm down.
Speaker:It's definitely one not to just here,
Speaker:but actually take action.
Speaker:On next week,
Speaker:we are switching our focus to social media as if our
Speaker:focus is ever off social media.
Speaker:I took a strong stand in our conversation on some of
Speaker:the Instagram things I'm seeing.
Speaker:And Bobby challenged me to revise my thinking a little bit.
Speaker:I'm wondering if you feel the same way about this that
Speaker:I do or did because by the time this airs,
Speaker:I may have just put up my first Instagram real.
Speaker:We'll see,
Speaker:thanks so much for spending time with me today.
Speaker:If you'd like to show support for the podcast,
Speaker:please leave a rating and review.
Speaker:That means the world to me and helps the show get
Speaker:seen by more makers.
Speaker:So it's a great way to pay it forward and now
Speaker:be safe and well,
Speaker:and I'll see you next week on the gift biz unwrapped.
Speaker:Yes. I want to make sure you're familiar with my free
Speaker:Facebook group called gift is breeze.
Speaker:It's a place where we all gather and our community to
Speaker:support each other.
Speaker:Got a really fun post in there.
Speaker:That's my favorite of the week.
Speaker:I have to say where I invite all of you to
Speaker:share what you're doing to show pictures of your product,
Speaker:to show what you're working on for the week to get
Speaker:reaction from other people and just for fun,
Speaker:because we all get to see the wonderful products that everybody
Speaker:in the community is making my favorite posts every single week,
Speaker:without doubt.
Speaker:Wait, what,
Speaker:aren't you part of the group already,
Speaker:if not make sure to jump over to Facebook and search
Speaker:for the group gift biz breeze don't delay.
