The average return on email marketing is 44x your investment. Are you getting that kind of return? Check out the 7 email marketing mistakes you’re making and improve your email marketing ROI!
In the Potatoes:
- Cataclysmic Algorithm Cataclysm from Google’s Fred update!
- Chris and Charles talk Black Hat World (and why you shouldn’t use it!)
- Google expands fact-check tag
The article this week is “7 Ways You Screw Up Your Email Marketing” by Reshu Rathi over at Search Engine Journal.
2017-04–07 Podcast 368
Chris: Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.
Chuck: I am Charles Lewis, your Client Results Strategist.
Chris: Welcome back to another fun-filled edition of the podcast, this is podcast number–
Chris: I had to look over my shoulder ‘cause it’s behind me, ‘cause I missed the last one so I’m like all thrown off. So how was the last podcast?
Chuck: 368 was awesome. Punch in the face to Daniel Gildersleeve, in-house content writer, posted an article about ad extensions.
Chuck: So we talked PPC last week, sorry you missed it.
Chris: That probably explains what our tip was from the previous podcast. We have a tip from our previous podcast all the time and the tip is, “Use ad extensions that support your call to action.”
Chuck: Look, if you’re using ad extensions then you should have the right call to action. So if you’re call to action is, “Come see us at the store,” your ad extension should maybe be a location extension with your address. That’s how your ad extension supports your CTA.
Chris & Chuck: Boom.
Chris: Please remember we are filming live here in Houston, Texas and Charles and I, we sitting up here in front of you–
Chris: Actually in video standing, thank you. Standing in front of you if you’re watching the video, or just whispering into your ears?
Chuck: Listening, we’re still standing next to you, maybe.
Chris: Yup, also. We are your friendly local neighborhood–
Chris & Chuck: Top Position Snatchers!
Chris: And our mantra is–
Chuck: Do not be a douche.
Chris: Don’t be a douche, it is not a good look. We’ve got an article for you that we– we’re not gonna say disagree with, we’re just gonna disagree with the order in the lacking of one thing.
Chuck: You missed the important point, what we’re trying to say.
Chris: Very important.
Chuck: Punch in the face to Reshu Rathi and the good folks over at Search Engine Journal. She posted this article, “7 ways you screw up your email marketing.” We do email marketing here.
Chuck: And unfortunately we’ve learned the hard way.
Chuck: 1 surefire way to screw up your email marketing campaign, and that main way is not on your list. It frankly should be at least a top 1 or 2 things.
Chuck: So we’ll go through your 7 and then we’ll edit your list.
Chris: We’ll add that one.
Chris: Hey, if you’re in a position to have some sort of electronic device, go ahead and tweet now.
Chuck: Yeah, you should be tweeting us. Use the hashtag #SEOPodcast, tag us in it @eWebResults, @BestSEOPodcast, that way we can follow you back and do all of our social networking stuff.
Chris: Alright so, I do not have a tear tattoo. That is a good thing, I really appreciate that. That means we got a review. We do have a contest, if this is the first time you’ve listened to the podcast, first let’s say: howdy, welcome to the podcast.
Chuck: How you doing? Welcome.
Chris: How you doing?
Chuck: Yeah. How you doing?
Chris: That’s just awesome. If you’ve listened to the–
Chuck: No we justRodeo did just leave right? How you doing? Yeah.
Chris: If you’ve listened to this podcast before–
Chuck: Wendy Williams, how you doing?
Chris: Thank you for coming back to the podcast, and you know the section that we are not gonna skip today. We did get a review. The way this works is if we get 10 shikos–
Chuck: A shiko is an eWebResults branded term for social engagement. It stands for shares, likes and follows. Shiko.
Chris: If we get 10 of those on any one of our platforms – not our platforms – on any one of our profiles on the platforms where you might find one of our profiles.
Chuck: Our social platforms.
Chris: Right, and we get a review then we don’t go through the section. We got the review, we did not get the 10 shikos, so I am gonna tell you how you could leave us a review, and we will much appreciate the review. We are the most popular internet marketing podcast on iTunes, that is because of all y’all. So here’s how you could leave us a– do a little tiny favor and leave us a review.
Chris: The first one has three steps. Go on to iTunes, create an account, write a review. Once you write that review– well first, make sure that review is–
Chris & Chuck: 5 stars!
Chris: And once you write that review, go ahead and send us an email podcast@
Chris: And we’ll make sure to read that review on air.
Chuck: On the air.
Chris: Next, if you wanted to leave us a Google review. It’s actually hard to get to people’s Google My Business page, right? If you’re in a different–
Chuck: Increasingly more and more difficult, yeah.
Chris: Yeah, it’s like– yeah. We’ve made it really easy, all you need to do is go to eWebResults.com/
Chris: or you could go to .com/
Chris: Or .com/
Chris: or /
Chris: And all of those will take you, actually to a search engine result page of our listing and then boom! Up will pop up a place where you can leave a review.
Chuck: Click to write a review, hopefully that review is–
Chris & Chuck: 5 stars!
Chris: Alright, next is Facebook, Facebook’s pretty easy. Go to Facebook.com/
Chris: Interestingly, you get forwarded to BestSEOPodcast, which is us, the best SEO podcast, and then of course you just, you know, find the stars and click–
Chris & Chuck: 5 stars!
Chris: And then make that 5 star review, and then finally you can go to Stitcher. The easiest way to get to Stitcher, ‘cause I haven’t made it really easy yet. I just need to do that.
Chuck: It’s to go to eWebResults.com/SEOPodcast. From that page you’ll see the Stitcher logo, click the logo on the sidebar, go to Stitcher, click Write a Review at the upper right corner, and hopefully that review will be–
Chris & Chuck: 5 stars!
Chris: Alright, next. So there’s two components, right? We’ve got to get a review and we’ve got to get 10 shikos. So I’m gonna tell you how– we are collectively gonna tell you how you can leave us a shiko, a share, like or follow, and that’s by going to things like Facebook.com/
Chris: All of those will take you to our profiles on those platforms, and please shiko us.
Chuck: Yeah, shiko. It’s a share, like, follow. Oh, I don’t know how to get YouTube in there. I need you to subscribe at YouTube.
Chris: And subscribe, yeah.
Chris: Well maybe it’s the Shikos. Shikos.
Chuck: Okay, with the S on. SubShiko us? Yeah. ShikoSub us?
Chris: If you are a PHP genius or a WordPress guru, go ahead and leave an audio résumé, 713-510-7846. If you are looking for a free comprehensive website profit analysis.
Chuck: P-word: profit.
Chris: Yes, we focus on the profit. Go ahead and go to eWebResults.com, click the green button and you will start our process in order for you to get that free comprehensive website profit analysis. That seems pretty clear. We do have our favorite segment of the program, the
Chris & Chuck: Algorithm Cataclysm! Pwoofshh!
Chuck: Yeah, and for those who just don’t know – maybe you’re new and don’t realize – the Algorithm Cataclysm is any time Google or these search engines release an algorithmic change that has a casmaclytic… is that right, casmaclytic? Cataclysm.
Chris & Chuck: Cataclysmic!
Chuck: I was like, “yeah, it didn’t sound right.”
Chris: There we go, it’s close. We’re really– yeah.
Chuck: Cataclysmic is the word I was looking for.
Chris: Yup, yup. Impact.
Chuck: Result impact exactly, and so we shorten that to Algo Cataclysm or Algo Cat, and today’s Algo Cat is not due to Barney and those Flintstones guys, although it is named Fred.
Chris: Ba-dum-tshss! I was wondering where you were going with that.
Chuck: Yeah, so this Algo Cat is called Fred. It was released a couple weeks ago. We didn’t present on it before because Google was kind of tight lipped in regards to what this algorithmic penalty was targeting.
Chuck: Right, and so now we’ve come to find out through some research from SEO Journal.
Chris: Experience, yeah.
Chuck: And Moz, and some experience, and then @methode, shout out to Gary Illyes, he actually did post some stuff also. That Fred is really targeting links and poor quality content, and so this is almost like– I was confused at first, to be honest.
Chris: Right, right.
Chuck: Because I knew that Penguin–
Chris: Well you weren’t comfortable with it, yeah.
Chuck: I knew Penguin was targeting links, and bad links, and spam links, and all of that, and I knew that Panda was really after low quality content, and thin content, and dupe content, and things like that, and so when I heard about Fred and the impact it was having, and it wasn’t Panda or Penguin yet it was still targeting–
Chris: The same subjects.
Chuck: Some of the same stuff, I was like, “Okay, what’s up with this and why?” And I think the clear-cut answer is that Fred is running actively live, now like Penguin and– Penguin? Yeah, like Penguin and Panda do.
Chris: Penguin and Panda, yup.
Chuck: The only difference is it’s targeting the live published content, not content that’s already in Google’s index, or content that you’ve adjusted, or links that you removed thus far, it’s stuff that’s still active right now.
Chuck: Fred is actively making those changes and people are seeing the results immediately, and so if you’re maybe experiencing a down right now–
Chris: Had a recent multiple page drops, yeah.
Chuck: Yeah, a page drop, a drop in traffic, a drop in results and ranking. You probably got some poor quality links and some poor quality content.
Chris: Step 1: Links. Usually they are less of them to figure it out.
Chuck: Step 1 : Link Analysis. Go figure that out. Go run arefs go run Moz, and–
Chris: SEM rush, that’s another tool. Yup.
Chuck: Yeah. Go run it, and go do a link analysis. Go to Webmaster Tools, see what their most recent links are, and compare those to what you see in arefs and any other tools you use, and whichever one you see consistent that have the wrong flags, disavow them, remove them. Same thing with your content, like just go through your content and figure out what pages you have that may be let’s say, below 300 words, find your threshold and kinda start there and refresh that content. Punch in the face to Fred for keeping us up on our toes.
Chris: I believe Fred is what you get when you have offspring from a panda and a penguin.
Chuck: A Fred.
Chris: Apparently you just call it a Fred. No logic there.
Chris: I like yours better. Alright so I’ve got–we have one question. This question is from JR and he sent it to us through Gmail. I think podcast@eWebResults.com. He says, “Hey guys, love the podcast. Thanks for the great info. From time to time y’all will recommend good SEO forums. I’ve been using Black Hat World recently, but I know y’all will mention others. Please could you pass along that info for me, just a few forums that would recommend. Thanks.”
Chuck: Alright so first off, punch in the face to you JR, thanks for the question. A little clarity here, we’ve never mentioned Black Heart World.
Chris: Black Hat World.
Chuck: Black Hat World.
Chuck: And I would suggest you don’t really reference that site. I’ve ain’t never been there. I’m pretty sure everything on there isn’t probably black hat.
Chris: Yeah, I think the recommendation is, you probably wanna really know what you’re doing because there are really good ideas, right?
Chuck: Ideas, yeah. Yeah, definitely.
Chris: That are gray and then you can turn them white or use them in a white fashion, right? But just– I mean they are straight-up Black Hat World.
Chuck: World, yeah.
Chris: So yeah, be careful.
Chuck: Search Engine Journal, man I love SEJ, they got great authors, they got great content, it’s edited great. Punch in the face to Julia McCoy and her departure, but they have a great system set up for good content. Moz. Moz and Rand Fishkin and the guys over there, between the whiteboards and the evergreen content that they post, it’s a great source for up-to-date content.
Chuck: Search Engine Land and Marketing Land, both are great sources for like finding out the latest tips and the latest editions, and maybe changes that Google has made, they good a job of reporting them. That’s my top 4.
Chuck: Moz, Search Engine Land, Search Engine Journal, Marketing Land. I would probably start there, then if you want even more information, you can go to eWebResults.com/SEO-Podcast-Archive.
Chris: Do a search.
Chuck: We got a whole bunch of podcasts, 368 of them full of great content, pooled from all these different sources.
Chris: You could listen to one every day of the year, yup.
Chuck: Literally. You may want to check Search Engine Watch, pretty good site. Content is not as quality as let’s say, SE Journal, but it’s still a good site to go to.
Chuck: And so good luck with that, I’m gonna encourage to kick you in the shin for using Black Hat World though.
Chris: So there are some really large vendors who put out some pretty good content. I would say like WordStream puts out some really good content.
Chuck: Yeah, yeah. You could use the vendors, WordStream
Chris: HubSpot, is certainly one that has great content.
Chuck: HubSpot has great content.
Chuck: Take advantage.
Chris: Lots of sources. Alright I got a little bit of news, just four little pieces. Uber was forced to admit that Google’s self-driving cars are better. They sued Google because they thought Google was using some of their technology, and then Google was like, “How can we be using technology, you’re using off-the-shelf technology, and we’re not?”
Chuck: We build ours, yours– yeah, and they had– to the point where they had to cease from doing it.
Chuck: Then they– yeah. Uber stopped, was like, “You know what? We’re gonna put a halt on self-driving right now.”
Chris: Yeah, crazy. Next, Google–
Chuck: I still could never understand the concept.
Chuck: Of a self-driving Uber car but the driver’s there.
Chris: Well, just practicing the technology. If you get enough hours, they will let you pull the driver out. Right at some point, right? So I think that’s the goal, and they’re getting paid. You know? Yeah.
Chuck: No, I get it from the Uber driver’s perspective. I was just like– from the user’s. Like I’m an Uber rider. Not in Houston obviously, I live here, but any time I travel that’s my preferred method of transportation, and yeah I don’t know if I’d get in if the car just pulled up with no one else in there.
Chris: Eventually like your kids would, right? Like they probably would–
Chuck: My son would probably get in the driver’s seat.
Chris: Oh yeah. With no wheel at some point.
Chuck: Yeah, he’d be like oooooh, you know it’s–
Chris: And then darn!
Chris: Alright. Google will let fact-checking sites display richer listings. This is in an effort to kind of combat fake news, and so if it’s like Snoops or something like that, I think it’s gonna be kind of an equivalent of extensions actually in the organic area.
Chuck: So let me add my news right here.
Chris: You got that too? Okay.
Chuck: Well, so a little bit more information on it, and this is from Search Engine Journal. They said that Google is expanding the fact-check tag.
Chris: Okay. That’s right, yeah.
Chuck: There’s a tag that shows up in the search results for news articles world wide. They said, “Google is expanding this fact-check tag to search results and news articles. This tag signifies that the piece of content includes information which has been fact-checked by news publishers and/or fact-checking organizations.” So now there’s a tag.
Chuck: So inside the search results page, if you’re looking at a news-related search result and this article or that listing has the answer to your search query, yeah it’ll have a tag next to it that identifies this post as being fact-checked.
Chris: Factual, yeah.
Chuck: That’s what’s up.
Chris: And it’s dependent like on authority. Right, that’s what they’re describing. Pretty interesting stuff.
Chuck: I could dig it.
Chuck: There’s a lot of fake news out, alternative facts out there, you have to– and it’s getting harder and harder to figure out what’s true and what’s not.
Chris: Well, it’s kinda like going to Black Hat World, right? So you could go there and you could pull out–
Chuck: Get some good information probably.
Chris: Wow, that’s an interesting idea. If I do it this way that’s actually legit and has a lot of value, so yeah you gotta be able to read between the lines. I think rhetorical analysis has never been needed more in school, in how to like, does it make sense? Does it just fit into the paradigm that I believe or is it actually true? Two different things, right?
Chris: Facebook says 1 in 5 videos that are shared on their platform are actually live videos.
Chuck: Are live, yup.
Chris: Pretty cool, and then Wells Fargo. I think this is out already, you can use your cellphone for the ATMs already or very soon. So go pull out cash with your cellphone.
Chuck: But you still have to go to the ATM.
Chris: Yeah, you still have to go to the ATM but you don’t need your card anymore.
Chris: I mean, which makes sense, they’ve been using that technology, that FastPay or whatever for quite some time, Apple Pay, all those things.
Chuck: Yeah, some part of RFID situation. I’m here and then you recognize I’m the right person.
Chris: And then you still put in a code, right?
Chris: I’m sure. So that’s pretty cool, that’s my little bit of news. You got some other news or–?
Chuck: I got some PITFs.
Chris: Alright, let’s do a couple PITFs.
Chuck: So, this PITF goes to DJ Patrick Lopez.
Chris: Yeah, yeah. He’s right there.
Chuck: Watching right now?
Chris: DJ what’s up?
Chuck: Oh, Patrick what’s good man? This PITF goes to him. He says, “@eWebResults Love the fact that the information you provided even from the very first podcast, you can still learn from. PITFs to the team!”
Chris: PITF back to you.
Chuck: Punch in the face to you dude, thank you for tuning in, appreciate your support. That’s what’s up.
Chris: Hey Patrick, when you’re ready to move forward with that education package– that we have a do-it-yourself kind of social media education package. Let us know, we’ll get you started up on that.
Chuck: This next PITF comes from Rug Cleaning Orlando, they’re @RugCleanersFL. They hit us up on Twitter, “@eWebResults, relatively new to the podcast, been listening for a few weeks now, figured I’d give you a shout-out, thanks y’all.”
Chris: Y’all, I like the y’all.
Chuck: Punch in the face to you, especially from somebody in Florida saying y’all. That’s what’s up.
Chris: One small correction. It is not a shout-out.
Chris & Chuck: It’s a punch in the face.
Chris: A PITF.
Chris: Hey, you could’ve added another word if you had shorten shout-out to PITF in that tweet.
Chuck: Let’s see here, this last one goes to Renny Raymundo @RennyRay, he says, “@eWebResults thanks for making my commute to NYC educational and comical.”
Chris & Chuck: 5 stars!
Chuck: Punch in the face to you Renny Raymundo, Rug Cleaning Orlando and you, DJ Patrick. Thank y’all for your support and punch in the face.
Chris: Love it. So I have a couple of quick and short reviews. The first one is from Geoff Campbell, it is of course–
Chris & Chuck: 5 stars!
Chris: It says, “These guys are super friendly and they really know their stuff. The podcast is an excellent source of up-to-date SEO knowledge.” Punch in the face to you Geoff.
Chuck: Punch in the face to you.
Chris: Next one is Istephan Cingoz, and it is–
Chris & Chuck: 5 stars!
Chris: I don’t know what happened there, and it just says, “Legends!”
Chuck: I’ll take it.
Chuck: Yeah, sometimes one word is good.
Chris: And then a–
Chuck: And then a fist?
Chris: A fist thing.
Chris: Yeah, I’m good with that.
Chuck: I can dig it.
Chris: And then finally Michael Bernal and this one is–
Chris & Chuck: 5 stars!
Chris: It says, “Currently starting my internet company and the information on their podcast is helping me a lot also they are very funny!” Smiley face wink– smiley face emoji character, and then “Thanks guys.”
Chuck: Starting an internet marketing company?
Chris: Company yeah. Let us know what you’re doing, what part of the country you’re in,
Chuck: Hit us up.
Chris: And punch in the face to all three of you for reaching out to us. I believe that is–
Chuck: That’s it.
Chris: That is the potatoes. It is time to get into the meat. I don’t know why I’m setting this down ‘cause to tweet.
Chuck: So we got a good article today. This article is called, “7 ways you screw up your email marketing,” and this is by Reshu Rathi and the good people over at Search Engine Journal, “7 ways you screw up your email marketing.” Pretty good article, we do email marketing here and so that’s why the title kind of caught my attention.
Chris: If you don’t know.
Chuck: I was like, hmmm we’ve been having some email programs, some doing really really well, some needing some maintenance, and some just having some challenges for all kinds of different reasons. Right, and so that’s what piqued my interest about the article. So let’s dig right in.
Chris: In fact you just put a game plan for a client who has had some challenges with some deliverability and we’ll see how this plays on in that game plan.
Chuck: So this article actually cosigned some of the changes.
Chris: Perfect, very cool.
Chuck: And so yeah, it really did. So for number 1.
Chris: Number 1!
Chuck: She says, “You don’t spend much time in writing subjects.”
Chris: Oh yeah.
Chuck: Now before I even go into her number 1 or her number 2, like I said earlier, I believe there’s a better number 1 or a number 2 at least of which we’ve learned.
Chris: Yeah, more powerful, maybe more important.
Chuck: Yeah, probably more important. That’s really–
Chris: Foundational, right? Yeah.
Chuck: Definitely. So we’ll get to that at the end, but her number 1 says, “You don’t spend much time in writing subject lines.” She’s absolutely right. She goes on to say, “You might think that a beautifully designed and well-crafted email along with a good offer is enough to get results. But you could increase your open rates by as much as 203% by improving subject lines.”
Chuck: She’s absolutely right dude. At the end of the day that subject line is what you click on. That subject line really should be treated like a page title. At the end of the day, this is what you know, when you think about a page title this is what shows up in the search results when people search, and so that email subject line is what shows up in their inbox when they’re cruising through their emails, whether they’re in their inbox or they’re in some promotions tab, that email subject line is the first thing they see, and so you really need to treat it like a page title. This email subject line should have some click bait, something that makes you want to click and open up this email. Matter of fact, she says, “If you find it difficult to craft great subject lines, here are some tips: Wrap it up in seven words.” Great tip because that is applicable to also page titles. Those seven words equal to right around 50 or 60 characters depending on how long your words are, right? And so she says, “Wrap it up in seven words.” And like another tip here she says, “Make it sound personal without adding the recipient’s first name,” and she’s talking about the email subject. How do you make an email subject sound personal? Well, go ask Champs. Champs does a great job of it. You know what Champs last email to me said? “Your new Jordans are about to release.”
Chris: Wow. Yeah, how quickly did you open that?
Chuck: Well I–
Chris: It’s kind of already open or–?
Chuck: Yeah, it was like– it wasn’t even about how quickly, it was how their email changed my logic to not, “My new Jordans are about to drop next week,” my logic went to, “Well, which ones?”
Chuck: And so I was like, “Really they are?” Click. “Oh, those are dropping next week,” and the point is, their title got me to open it and they made it personal by using my favorite thing, Jordans, and they started it with Your.
Chuck: And so it targeted me and what I’m interested in, and so if you can make your subjects have that same kind of impact where you mention that feature that offer, that benefit, whatever it is, and you somehow tie in the user who’s getting it, then you will see an increase in click-throughs and open rates for your email.
Chris: Number 2!
Chuck: Number 2. Number 1 was, “You don’t spend much time writing subject lines.” Number 2 is, “You don’t segment your email list effectively.”
Chris: Oh yeah.
Chuck: Good one. She says look, “You need to tailor your messages according to your prospects’ interests and preferences if you want them to open and click your email messages.” Look, list segmentation works, it always has worked, it always will work. No need to send out one generic kinda all-encompassing email. I ain’t gonna say no need to, because we do that. There’s value in those also, but if you had the ability to segment your list and send out more private, more personalized emails–
Chris: Like you’re in the Jordan list.
Chuck: Exactly. I guarantee you–
Chris: There’s another list.
Chuck: There’s an Adidas list, and James Harden list, and probably a Dame Lillard list, and a basketball list. I’m probably on that list ‘cause I do get shoe offers for James Harden and other players also, so I know I’m on a basketball list also. Pulling these, they’ve got some segmented lists, I never get anything about a apparel.
Chris: Right, or baseball bats.
Chuck: Even though they sell plenty of hoodies and hats.
Chris: “Chuck, your new baseball bat’s available!”
Chuck: Yeah, no. I’m not getting that. And so make sure you wanna segment your list. Maybe you’re a service provider. That’s what we deal with a lot of times, and so you may work on– maybe you’re plumber, right?
Chuck: And so you got a list of everybody who’s water heater you’ve either coated, or changed or replaced. Anybody who’s asked anything about a tankless water heater, they’re on that list right? Then anybody who’s got some issues with some drain cleaning or need some lines unclogged or whatever that may be, put them on a whole separate list, and so that way the next water heater special you have, you got a certain list you can send this special to. Right, and so the key here is to segment those lists when possible. Maybe you’re B2B, we got that request a lot. Somebody saying we do a lot of B2B, we don’t use many examples like that. B2B is a great time to use segmented email lists. I mean you got a segmented list where we’re targeting clients, we’re targeting prospects, we’re targeting people we’ve just met at a networking group, and so all of these are different lists.
Chris: Podcast listeners.
Chuck: Yeah, podcast listeners, they all get a different type of email based off of kind of what they’re interested in. Take advantage of segmented lists, they really really work if you’re doing email marketing.
Chris: By the way, if you wanna get on our newsletter list, since we’re talking about it. Go ahead and go to eWebResults.com. I think it’s in our footer right?
Chris: We’ve got a sign up form in our footer.
Chuck: Yeah, get on the list. Take advantage.
Chris: Number 3!
Chuck: Number 3, “You’re not offering value.”
Chuck: That’s a good one, she says, “Let’s face it — even a plain designed email can convert well if it conveys value to your customers. The design is important, but if the value proposition that induces the– it’s the value proposition that induces the reader to take action.” She’s absolutely right. Ding ding ding. You must offer some sort of value, some sort of offer, some sort of something to make this user one, engage. It was tough enough to get him to click and even open it.
Chuck: Now that they’ve opened it, you have to– you can’t just start bashing them in the head with sales and promo, you have to have some value. You must have something, some kind of win, is what I wrote down.
Chuck: Some kind of win for the client, like what benefits me in opening this Jordan email? Oh, free shipping! Oh, 10% off! Oh, exclusive! Oh, limited edition!
Chris: Early access.
Chuck: Yeah, all kinds of features and benefits and wins for me for participating and engaging, and so as you begin to send out these emails– what was my previous example? Plumber? Oh, “Discounts if you order this week.”
Chuck: Right, or specials or “We’re waiving service calls.” Or whatever the feature is, whatever the value ad is, it must be not only included, but highlighted and prominent inside that email. You want them to engage, you gotta give them something to engage for.
Chris: Absolutely. Number 4!
Chuck: Number 4, “Your campaign goals are not defined.” I’ve made this mistake. She says, “Many email campaigns have multiple CTAs which confuse readers and prevent them from clicking and hence converting.” She’s right, kinda. Right, like some times it depends on your offer, and this is what I mean by that: if this is like a generic kind of email, like you’re just touching bases with everybody who opted into your list, then it’s kinda fine to have multiple CTAs, in fact that can actually work for you. We do it here, and it works well for most clients. Matter of fact, most recent reports I was looking at, guy had, he had 400-something opens and out of his opens, 50 of those clicks actually went to the website, to the main action we had, which is a registration form. Then he had another 10 clicks go to Facebook, he had 8 clicks go to Instagram, and he had 12 clicks click on the Read More link to the excerpt of the blog post that we included in the newsletter, and so this news letter had a registration section, it had a blog section, and it had a social section, and all of those sections got some activity.
Chris: Got attention, yeah.
Chuck: Exactly. So in certain cases–
Chris: It can work.
Chuck: It can work. Now, if we– this same client though–
Chris: It was also a well designed email, right? You can’t just like have one block of text–
Chuck: And we can’t be really really sure, ‘cause this same client, you know, we’re about to start doing summer camps, and so we sent out a summer camp specific email, no other ads, no other features, no other promo, just summer camp because it was that important to have one goal for that particular messaging.
Chuck: And so, if you’re doing email marketing, I think it’s okay to send out the last ones to a mass group of people, just keep them short. Right, and make them easy to read and access. So even if they didn’t really want to engage, it didn’t take up much of their time, and if you’re trying to promote a specific product, a specific service, a specific event, or something like that, that you’re trying to be aggressive, make that the focus.
Chris: One call to action.
Chuck: Make that the focus.
Chris: Yeah, absolutely.
Chuck: That’s it. Yeah, number 5.
Chris: Number 5!
Chuck: “Your emails are too long.” She says the, “vast majority of people check their emails on small screens. Many retailers have been sending emails that are too long. The longer the email, the less readable it is.”
Chris: Yup, I was looking at one last night. It was like this just keeps going and going and going.
Chuck: So what I’ve learned though– what I learned though, and kinda like the segmented and even the goals we were just talking about, depends on the purpose of the email.
Chuck: Right, ‘cause I have a couple emails that I get like punch in the face to the Moleskin (now Kenzie Creative) and a few other blogs I subscribe to. I’m interested in getting the entire post in my email.
Chris: Right, ‘cause you don’t wanna go to the website.
Chuck: Exactly and so I’m expecting a long-ass email to have to read, and so when I get it I’m actually excited, “Cool, got this email–”
Chris: Well that’s not knowing your audience too, right? ‘Cause maybe they want– and you may be on the I Read Everything segment.
Chuck: I’m pretty sure I am, and then he’s probably got a list of people who only get excerpts with Read More links, ‘cause he looked at his data and he realized that–
Chris: They don’t click through.
Chuck: They don’t–
Chris: Or they do click through and you don’t, so let’s– yeah.
Chuck: But that’s understanding the data. It’s important to have somebody, a data analyst, either working internally or maybe you’re with an agency, and that agency has somebody to analyze data and report it to you, that time is necessary. It’s so important that you understand the numbers, ‘cause if you don’t understand the numbers then you can’t make the right decisions.
Chris: Probably 10%, 10-20% of your time should be spent analyzing the data.
Chuck: Analyzing those. She says, “Avoid creating longer emails. No matter how amazing they look, subscribers prefer emails that are short, simple, and targeted.” Generally that’s probably right, like I said, unless it’s one of those deals where I’m expecting long-form content, then you–
Chris: That’s interesting ‘cause that’s just– what she’s saying as a no-no is really just another thing you should segment on.
Chris: Right ‘cause you know– I mean, well all of these softwares will say, “Oh, these people click through.” If they never click through, give that a try. Send the whole thing so they don’t have to click through.
Chuck: They don’t have to click through and see–
Chris: And then maybe try and get them to go into Facebook or something else to share that article later, at the bottom.
Chuck: Yeah, give them a reason to share. Like if you’re not going to give them them the click-through then that means they won’t get to your site and see that CTA, right?
Chuck: And so you’re gonna have to give them some sort of sub-CTA at the bottom of this long email just so you can get some engagement of it and just to open.
Chris & Chuck: Number 6!
Chuck: She says, “You’re sending emails at the wrong time.”
Chris: Oh yeah.
Chuck: Learnt that lesson. She says, “The Grommet A/B tested its email send time to find out if sending emails in the morning instead of noon can make a difference. The results revealed that sending at 10 a.m. instead of noon resulted in a 14% lift in revenue per email.” You gotta understand the time of when to send, and everybody is gonna be different. You know some plumber guy, it may be best to send at 10:00, but some you know, concert promoter guy, some restaurant, you may want to send at 6:00. Right when people are likely to try and come eat, but here what I added was– back to that data analysis, talk to your data analyst. Call me, I’ll be glad to look at your Analytics and tell you when you had the most activity on your site, right? What time of day are you getting most of your visits?
Chris: That was a tip. That was a recent tip, yeah.
Chuck: Yeah, what time of day are you getting most of your visits on your site? Because that’s the time I’m gonna recommend that you send your email campaign. Why? These people are already interested in what you offer, they’re already engaging on your site and they’re online, so why not send the email at this time? You should have an increased engagement rate.
Chuck: So that’s my Pro Tip there, right? She says definitely do some testing and figure out the best time to send, which you should do, and part of that testing should include sending when you have the bulk of your site activity.
Chris: Yeah. That’s where I would start, right? Like, so if you’re not gonna do A/B, start where when people engage with your website.
Chuck: Yeah, if you know it’s around 11:30 am, your site has peak visitors, yeah, then you should probably send–
Chris: Send it at 10:30 or 10:45.
Chuck: Yeah, exactly.
Chris: Number 7!
Chuck: Hold on.
Chris: We got 7?
Chuck: Oh yeah, number 7. Yeah, number 7.
Chuck: She says, “You focus more on selling than engaging them.” Yeah, this is important. She says, “Focusing on your goals is fine, but if your subscribers feel that all your emails are just trying to sell to them, they will leave your email list. ‘People don’t like to be sold, they love to buy.’”
Chuck: Great quote there. I forgot who said that, I read it before, but she’s right though, if your email is just too promotional, too sales-y, buy this, buy that, subscribe to this, subscribe to that, register here, come now, pay me, right? Then you might get that open and that might be the only open you get from them. You have to include some value, even if that value is just like free information, like free educational data that I can read and absorb and get better from, and you didn’t sell me anything. That may put me in a position to want to buy from you later. Frankly that will paint you as the expertise so that when I’m in need of that service or product, I’ll think about you and want to go do it. Kinda why we do this podcast. We give a away a whole bunch of free content, a whole bunch of free expertise, why? So once you get into the deeps of SEO trenches and you realize you don’t feel like writing content, building links and optimizing–
Chuck: You’ll hit us back and we’ll do that for you.
Chris: You don’t feel like spending 10-20% of your time looking at data, yeah.
Chuck: Looking at data in Analytics, you don’t feel like yeah, writing content for six months just to– you know, not even sure if it’s gonna rank or not. Yeah, you wanna hire some experts and so we’ll give you this expertise for free, so you’ll think about us when you get to that point. That was it. She only has 7 points. Now, number 8. Which is really like number–
Chris: 1 or 2.
Chuck: I’ll call that 1.5.
Chuck: Scrub your email list.
Chuck: Oh my god! Scrub your email list. Last thing you wanna do is go purchase a list or maybe not even purchase it, but maybe you exported all of the contacts out of your CRM and so now you got a spreadsheet and you’re about to try to import it into MailChimp and mail it out.
Chris: Or out of your e-commerce solution.
Chuck: Out of your e-commerce, out of Salesforce, out of–
Chris: Or you just haven’t touched those emails for three years.
Chuck: Or maybe you did like one of the other clients I was talking to the other day, he literally just went through all his received and sent items in his inbox and everybody who he didn’t know personally, grabbed their email address and put it on the list, and so I ain’t suggesting you do that ‘cause then you’ll be lying you check the box and say these people opted in, but the point of the matter is–
Chris: Scrub that list.
Chuck: Scrub that list.
Chuck: ‘Cause what you don’t want to do is import that list and then mail and then half of this list is bad email addresses, or unsubscribes, or they bounce because the email doesn’t work. That will get your email account flagged, that’ll get you banned, that’ll get you penalized and all your emails will now go into everyone’s spam folder, and your deliverability will plummet.
Chris: It can impact your legit emails.
Chuck: Yeah. Exactly, because that domain name has been flagged, and so now your legit emails may be filtered as spam in other people’s inboxes because you decided to blast out a whole bunch of emails that wasn’t scrubbed yet. Scrub your list and make sure that you’ve got rid of all the bad ones, so that way when you do sent out at least you reduce the opportunity for people to bounce. Yeah. Reshu, scrub list, and the reason Chris said that’s foundational because that’s before you come up with a subject, that’s before you design it, that’s before you segment it. This is just making sure that the list is good so you can send to it.
Chris: To his credit, I’m assuming he’s talking about the current list–
Chuck: Actually a she.
Chris: That she, Oh I’m sorry. That she’s talking about the current list that you have.
Chuck: Yeah, yeah, yeah.
Chris: Right, but we’re just saying like a lot of people start their–
Chuck: Scrub your current list.
Chris: Yeah, and a lot of people start their email campaign with either a purchase list or a compiled-together list, make sure you scrub that list first.
Chuck: Scrub that list, whatever list you get, go ahead and run it through some software.
Chris: And we’ve got a podcast where we talked about how to increase your subscriptions.
Chris: I remember the– I don’t remember the number.
Chris: Somewhere under 360.
Chuck: Yeah, 3-something.
Chris: 3-something. So, punch in the face.
Chuck: So yeah, punch in the face to you Reshu Rathi. Great article, I can dig it, “7 ways you screw up your email marketing.” Yeah, that’s what’s up.
Chris: Very cool. Alright so, where are we? We’re here. So, if you are– we like to ask people to do favor for us, just small favors, and this favor is just for you to go out and make contact with three people and share this podcast with them.
Chris: We are the most popular internet marketing podcast on iTunes, that is because of you. Thank you, and help us stay that way by just sharing this with– and Charles–
Chuck: Yeah, three people. Three preferably business owners, somebody who could benefit from the content of this podcast. If you’re on Twitter just tag them in it @ @ @, #SEOPodcast, tag us, we shall appreciate it. Maybe you’re on Facebook, maybe you’re watching live– Marcus I’m gonna puty’all on blast. DJ Patrick go ahead and hit share, tag your three BFFs and let them know, look you’re getting some great content here. We’d definitely appreciate it.
Chris: Absolutely. If you are interested in growing your business with the largest, simplest marketing tool on the planet.
Chuck: The internet.
Chris: Call eWebResults for increase revenue in your business. We have a program that is called Instant Leads.
Chuck: Leads leads leads…
Chuck: Teed teed teed…
Chris: It’s a program that’s focused on a highly targeted pay-per-click campaign that’s going to a highly optimized landing page for incredible conversions. The reality is, if they search for something and they see an ad with an offer for something, and they click it and then they land on a page with that same offer for something that they’ve clearly indicated they’re interested in, your conversion rate should be a lot higher than they are, and we see that regularly. So go ahead and give us a call 713-592-6724. We have a referral program, that is if you know somebody who needs any internet marketing, and if it’s internet marketing–
Chuck: Yeah, if it’s custom website design, email marketing, social media marketing, search engine optimization, pay-per-click management, any of those things, we’d be glad to talk to them.
Chris: Send them to us, when they pay their bill, we pay you. That’s nice and simple. We were filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get a transcript, video and audio of this podcast on our website.
Chuck: Transcript, video, audio, photo shoot, like you can see all of that.
Chris: Yeah, yeah.
Chuck: The outtakes, the sound check, the tip, it’s all there.
Chris: Absolutely and you can just find that on our website, eWebResults.com. There is an SEO podcast link in our menu structure. We are the most popular internet marketing podcast on iTunes, that is because of you. We really appreciate you. We constantly get– I think I had a couple reviews that I didn’t even read that he thought like the first part was hokey or whatever, and now he really enjoys it and it’s funny. So thanks for sticking with us and–
Chuck: Yeah, appreciate y’all riding out the potatoes. The potatoes’ really good, like they season well, they cook to perfection.
Chuck: Like you know, they’re still a side dish.
Chris: Soft on the inside, yup.
Chuck: Yeah, but they’re a wonderful side dish.
Chris: They are delicious.
Chuck: And the entree is always better with the sides, so…
Chris: Absolutely. So thank you guys for making us that most popular SEO podcast. Until the next podcast, my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye bye for now.
Tip from SEO Podcast 368 – Use one main CTA in newsletters
SEO Podcast 368 Algorithm Cataclysm