8 Tips to Help You Set up a Killer Email Drip Campaign

Welcome to episode 406 of the Unknown Secrets of Internet Marketing! Enjoy as our hosts, Matt and Chris, discuss “8 Tips to Help You Set up a Killer Email Drip Campaign” by Jason James.

Catch up on the latest episodes of the SEOPodcast with your hosts, Chris Burres and Matt Bertram! It’s “effortless SEO education” and the “best SEO podcast in the universe!” Check out the podcast audio, memes, transcript, and more: www.ewebresults.com/seo-podcast-archive.

You can also listen on Podomatic!

Author: eweb-admin

Chris:                  Hi and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.

 

Matt:                  My name is Matt Bertram, your HubSpot Hero!

 

Chris:                  Welcome back to another fun-filled edition of our podcast, this is podcast– what is this? Number 406.

 

Matt:                  Six!

 

Chris:                  We’ve actually done 406 podcasts, that’s absolutely true. As always we have a tip from our previous podcast, and that tip is… He’s just gonna make it up.

 

Matt:                  Do epic shit when you do your marketing!

 

Chris & Matt:    Subscribe. Follow. Boom!

 

Chris:                  That’s probably gonna be our most popular tip ever. I just gotta say that. Alright, so please remember we are filming live here from Houston, Texas. And Matt and I, we are your Results Rebels!

 

Matt:                  Whoo!

 

Chris:                  I wanted to jump into this review right away, this came from Salik Muhammed. And he says– and it is of course, 5 stars!

 

Matt:                  Stars!

 

Chris:                  He says, “Hi guys, just wanted to take a moment to let you two know that your podcast is simply amazing.”

 

Matt:                  Thank you!

 

Chris:                  “Love it, and I’ve learned so much from it about search engine optimization. Thanks guys. Punch in the face to you both. God Bless.” Man, punch in the face to you, Salik. It’s awesome to get that 5-star review. We really appreciate that.

 

Hey, if this is the first time you’ve listened to the podcast: howdy, welcome to the podcast. You’re gonna enjoy it. If you’ve listened before, then you know what we’re not gonna skip. The way this works–

 

Matt:                  Ah! Oh.

 

Chris:                  Yeah, we’re not gonna skip it. I’ll get to that. And if you’ve listened to this podcast before you probably are interested in the tips that we’re giving ‘cause you came back for more tips.

 

Matt:                  Whoo!

 

Chris:                  So why don’t you go get our, “5 online marketing mistakes that can tank your business & how to to avoid them,”? All you need to do is go to eWebResults.com/SEOTip and then give us your email, and you will have those 5 online marketing mistakes and how to avoid them.

 

Matt:                  I want more.

 

Chris:                  More?

 

Matt:                  I want more.

 

Chris:                  More than 5? If you want more than 5, I mean we’re gonna give 8 today.

 

Matt:                  Well I want more content. I want more content.

 

Chris:                  I want more content too.

 

Matt:                  I want more content.

 

Chris:                  Right.

 

Matt:                  I want more content. I like this.

 

Chris:                  Yeah.

 

Matt:                  Maybe we do the positive versus the negative, and we’ll split test it? See what works better?

 

Chris:                  Yup. Yup. We’ve heard that negative works a little better.

 

Matt:                  Negative works better.

 

Chris:                  Alright, hey great article today. This is by Jason James, he’s with JustJasonJames.com, obviously his own agency. “8 tips to help you set up a killer email drip campaign.” You’ve read the article, what do you think?

 

Matt:                  Yeah.

 

Chris:                  Good stuff?

 

Matt:                  Yeah.

 

Chris:                  You found a comment for everything?

 

Matt:                  Yeah, yeah, yeah.

 

Chris:                  For almost everything. We’re gonna get to that here in just a second. Hey, if you have some sort of electronic device in your hands or around you, if you could– hey punch in the face Manny for tuning in! If you could, go ahead and tweet now. Include #SEOPodcast, that’s us, @BestSEOPodcast, @eWebResults and include @JustJasonJames. That’s Just Jason James. Let him know we’re listening to his article, and his article is about killer email drip campaigns. We’ll get to that here in just a second. We’ve gone through all this. So the way it works, we have a contest every week. The contest works very simply: if we get 10 shikos…

 

Matt:                  A share, a like and a follow.

 

Chris:                  A share, a like or a–

 

Matt:                  This is group effort.

 

Chris:                  It’s a group effort.

 

Matt:                  This is a group effort.

 

Chris:                  So we need all of you all to participate. And if we get those 10 shikos on any one of our platforms – right, not our platforms, but our profiles on different platforms – and we get a review, then we’ll actually move this process to the end of the podcast.

 

Matt:                  So one of the goals for 2018 was to get engagement over 50%.

 

Chris:                  Okay, I like that.

 

Matt:                  We’re at about 36% right now.

 

Chris:                  36% right now.

 

Matt:                  So really this contest is meaningful, we really wanna push that engagement over 50%. We’re gonna be running some contests, we wanna hear what you have to say, we wanna get you involved. We’re doing a lot of great things this year.

 

Chris:                  Yeah, it’s gonna be a stellar year for the podcast, for the company, for all sorts of things. So what we’re gonna do, and regretfully we have to do it right now, is tell you how to leave us a review. We got a good review, obviously. Actually I have another one. We’re looking for reviews on Yelp.

 

Matt:                  Yes.

 

Chris:                  It’s very easy, just go to eWebResults.com/

 

Matt:                  Yelp

 

Chris:                  and you’ll be able to leave us a review.

 

Matt:                  Oh, oh, oh. I know what it might be.

 

Chris:                  You’re gonna write something down?

 

Matt:                  Yeah. This is how it’s spelled everyone.

 

Chris:                  Just in case.

 

Matt:                  Just in case, right here.

 

Chris:                  Y-E-L-P, written right there on the board. Alright, and then the other thing that we need are shikos. Again, shares, likes or follows.

 

Matt:                  Shares, likes or follows.

 

Chris:                  And you can leave us shikos on these platforms on our profiles. So you can find us: Facebook.com/

 

Matt:                  eWebResults

 

Chris:                  YouTube– nope. Twitter.com/

 

Matt:                  eWebResults

 

Chris:                  Instagram.com/

 

Matt:                  eWebResults

 

Chris:                  LinkedIn.com/company/

 

Matt:                  eWebResults.

 

Chris:                  And then eWebResults–

 

Matt:                  YouTube!

 

Chris:                  .com/

 

Matt:                  I got it! YouTube!

 

Chris:                  YouTube, you got it. You were ahead of me.

 

Matt:                  He’s tricky. He’s tricky

 

Chris:                  Yeah, I had to change the–

 

Matt:                  He tries to tick me with the–

 

Chris:                  Go ahead, land on those pages and like us, and follow us, and shiko us, all that good stuff. If you would like a free comprehensive website analysis, we have just the thing for you. It’s actually a free comprehensive website analysis.

 

Matt:                  Yeah, get that or call if you have a pressing online marketing question. I know we talked about that a little bit last year.

 

Chris:                  Yeah, yeah.

 

Matt:                  Gotten a lot of good calls, and being able to answer something quickly for some of our listeners.

 

Chris:                  Right, right.

 

Matt:                  Yeah, so please call in.

 

Chris:                  We can help!

 

Matt:                  Yeah.

 

Chris:                  Alright, so I did have a little bit of news.

 

Matt:                  Oh, while you’re finding that news.

 

Chris:                  Actually only one news.

 

Matt:                  So I have some news here. I mean I watched state of the union.

 

Chris:                  Right, right.

 

Matt:                  Okay? So not really that political, but guess what? One of my old Corps buddies?

 

Chris:                  Oh wow, yeah.

 

Matt:                  He has a bronze star.

 

Chris:                  You might need to explain Corps to everyone who’s not from Texas.

 

Matt:                  In my past life I had my head shaved and I was in the military.

 

Chris:                  Okay.

 

Matt:                  I was in an ROTC program in Texas A&M. But Jonny Havens, I was in the Corps with.

 

Chris:                  Oh, okay.

 

Matt:                  And he’s running for congress now. I haven’t really kept up with him, doesn’t know I’m like promoting him, but he’s a legit guy. This is the kind of person we want in congress.

 

Chris:                  Cool.

 

Matt:                  So found a flyer on my door.

 

Chris:                  Johnny Hayes, very cool. He still has your number.

 

Matt:                  I found one on the street too. One of the dogs, when I was walking the dogs.

 

Chris:                  Yeah, that’s funny. Alright, so the only news I have actually was: Amazon Echo’s will not trigger during the Super Bowl. Do you remember there was an issue like there were people–?

 

Matt:                  The commercial.

 

Chris:                  Yeah, a Burger King commercial was setting it off, and yeah.

 

Matt:                  The commercial for it was setting it off, too.

 

Chris:                  Yeah, yeah. So they fixed that, and the theory– they haven’t shared how they fixed it. The theory is that they’ve just removed the frequency that we can’t hear but Amazon can.

 

Matt:                  Very interesting.

 

Chris:                  By the Echo’s recognizing that, they ignore it. So that’s just kinda cool. I thought that was really like super, geeky cool. And finally I have– you have some shikos, right? You have some shikos in there, right?

 

Matt:                  I do. Let me read this shiko word for word.

 

Chris:                  Okay.

 

Matt:                  “I love to see an ep–”

 

Chris:                  Episode.

 

Matt:                  “Episode about the future of SEO. Several content marketers like Neil Patel–”

 

Chris:                  Yeah.

 

Matt:                  Neil Patel’s awesome. “Are writing about how voice will kill SEO. I call it fake news on that. With several examples disapproving this, your thoughts?”

 

Chris:                  Yeah, so I wrote back to her actually and said: well 1, we just had Loren Baker on the podcast from Search Engine Journal, founder of Search Engine Journal. And we talked about predictions for 2018. So we really already delivered an episode about the future. And my thoughts are very similar to hers. Like two things are important.

 

Matt:                  His or her?

 

Chris:                  I think it’s hers.

 

Matt:                  I don’t know, there’s no name.

 

Chris:                  Yeah, I didn’t give you that piece of information.

 

Matt:                  Oh, okay.

 

Chris:                  I think it was her. If not I apologize. So my comment is very similar to the– she had a further comment after this which was just talking about how much search volume is actually on workstations, and then I kinda chimed in and said, “More conversions are happening on workstations. And so, how are you gonna kill–?” There’s no voice searches on workstations. And her point was: how many conversions have you heard from voice searches?

 

Matt:                  Who? You are talking to her?

 

Chris:                  Yeah, in the Twitter handle.

 

Matt:                  Okay. So I don’t know the rest of the conversation.

 

Chris:                  I put everything in the podcast together so that you can allow me to talk more. The truth is out now. There’s another one, I think I can talk about it too.

 

Matt:                  So tell us about your conversation, I wanna hear it. Yeah.

 

Chris:                  It was just really that brief, which was just to say that more conversions are happening on workstations. And if they’re happening on workstations, those aren’t voice searches. That’s not how that’s happening. So I kinda cosign her. I don’t think voice searches is gonna make SEO go away.

 

Matt:                  I mean on mobile people are asking, I mean I’m starting that on PPC.

 

Chris:                  Yeah.

 

Matt:                  You can actually add that–

 

Chris:                  Near me. That kinda name.

 

Matt:                  Or Siri, or Google.

 

Chris:                  Right, right.

 

Matt:                  So people are starting to say that.

 

Chris:                  The actual name. And let me do this review and then we can get to that shiko.

 

Matt:                  I got one more.

 

Chris:                  Oh, okay. Go ahead, go ahead. Go ahead.

 

Matt:                  No. Go, go.

 

Chris:                  So this one is Robin R. She’s from Atco, New Jersey and it is 5 stars! It’s a Yelp review. And it actually starts off with…

 

Chris & Matt:    5 stars!

 

Chris:                  It says, “Thank you so much for your podcast. I am a fan! In each episode I always learn something new that I can apply to my professional SEO work or my personal online presence. Your banter and shtick are always entertaining. I enjoy both the meat and potatoes of the show,” thank you, thank you, “but would love it if you would send out some veggies and tofu once in a while for us vegetarians in the audience. Thanks again – Oh, and your theme song rocks.” I will let my friend Joe Treviño know that there’s another person who loves that song. I love that song too. Do you even know it? You probably hear it once in a blue moon.

 

Matt:                  Yeah.

 

Chris:                  So yeah, punch in the face to you, Robin. So the potatoes are the veggie part. I think we need a little bit of tofu maybe–

 

Matt:                  Is that the news?

 

Chris:                  It’ll be… the veggies are the news. Oh we can split that.

 

Matt:                  Oh veggies are news. I like that. That’s good.

 

Chris:                  Right, we can put potatoes–

 

Matt:                  So what’s tof–?

 

Chris:                  Tofu’s for the meat. So today we’ll dedicate this to tofu.

 

Matt:                  Okay.

 

Chris:                  It’ll be the tofu.

 

Matt:                  Yeah, I like it.

 

Chris:                  You got another PITF, right?

 

Matt:                  This is from Jeff at the Gecker.

 

Chris:                  Geiker?

 

Matt:                  Geiker. It looks like Geico, but K-E-R.

 

Chris:                  Alright.

 

Matt:                  Alright, so this is at the best–

 

Chris:                  Did our computer just– are we still live? We are still live.

 

Matt:                  Yeah, we’re live. Look.

 

Chris:                  We’ve lost everything.

 

Matt:                  At the Best SEO Podcast, “Hey, started listening to your podcast, trying to learn some basics. Do you know which uploads to start off with when I’m starting from scratch? I know nothing, thanks.”

 

Chris:                  No, it died.

 

Matt:                  No, it’s in time.

 

Chris:                  Yeah, we’re dead. Are we dead out there? The computer is like–

 

Matt:                  Did the computer stop?

 

Person:              Something happened, yeah.

 

Chris:                  Yeah. It’s dead, ‘cause it’s dead there too. Oh, look.

 

Matt:                  It’s back. Huh? Broadcast paused.

 

Chris:                  It’s not paused. Oh that came back on.

 

Matt:                  I think we had a power surge.

 

Chris:                  Maybe. Probably Microsoft just rebooted. Fucking piece of shit.

 

Matt:                  Let’s blame Microsoft.

 

Chris:                  So we’re gonna have to stitch together those two videos.

 

Matt:                  Yeah. I just think, “We’re back!”

 

Chris:                  Yeah. No, no. Yeah, we just keep going.

 

Person:              Aaron’s checking it right now.

 

Chris:                  No, it’s dead.

 

Matt:                  Oh, it’s shut up.

 

Chris:                  It rebooted.

 

Person:              What the–? Why would it just do that?

 

Chris:                  Microsoft. Load current presentation, I’m gonna assume that that’s a good thing to do.

 

Matt:                  Oh, that’s cool. Schwu schwu, schwu schwu…

 

Chris & Matt:    We’re back!

 

Chris:                  Alright, we are back live. The computer rebooted. The only thing I can think to do is to blame Microsoft. I just don’t know what else to do. So we rebooted, we’re back.

 

Matt:                  Well, we had a question.

 

Chris:                  Yeah. Did you have a question?

 

Matt:                  So basically someone’s looking to learn the basics, where to start.

 

Chris:                  Okay, which podcast to listen to?

 

Matt:                  Which we’re very organized about that.

 

Chris:                  Yeah.

 

Matt:                  Start with 1.

 

Chris:                  Yeah.

 

Matt:                  No.

 

Chris:                  Yeah, start by– we have couple that are labeled 101. I think you’ll probably get a really good swath of what we’re looking for if you really go back three months and then get caught up. I’ll be honest, we don’t have one particular one. We are constantly going back and talking about fundamentals and getting the fundamentals in there. So we don’t have a particular one.

 

Matt:                  Yeah, just look at the kind of topics based on the titles, and hopefully you’re gonna piece it together. We really are planning on doing a course, okay? That is coming, that is on the docket for this year. So just stay tuned, but yeah. Right now, it’s a little all over the place.

 

Chris:                  Yeah, yeah. Cool, alright. And that is the veggies of podcast, time to get into the tofu.

 

Matt:                  Alright.

 

Chris:                  Tofu, where is my article. Oh, I put it over there.

 

Matt:                  Where is your article?

 

Chris:                  My article is way over there. Alright. Again, here we are talking at Just Jason James, “8 tips to help you set up a killer email drip campaign.” By the way, we do do killer email drip campaigns.

 

Matt:                  We do.

 

Chris:                  And we can talk a little bit about– maybe we could talk– let’s talk at the end about where we think drip campaigns really apply.

 

Matt:                  Okay.

 

Chris:                  When and where we should have them. So he says, “Things have changed a bit,” right? Everyone was talking about getting value out of your email. “Things have changed a bit – maybe a lot – but email still remains a very good marketing strategy that your business can’t overlook.” I can’t stress that enough.

 

Matt:                  Well if you really look at the data, and everybody’s social, social, social. And you’ve probably heard this if you’re in the internet marketing space: email’s still a solid foundation, people keep their email inbox for an average of eight years, based on the last data that I read.

 

Chris:                  Oh, yeah.

 

Matt:                  And so it’s like having someone’s address. You know you can find them there, if they’re still using that email address. And so it shouldn’t be overlooked. It really is the backbone of a lot of internet marketing out there.

 

Chris:                  And what we say – and this is true – the most visited place on the internet is still your email inbox, or everybody’s email inbox. Alright so let’s get started on building a killer email drip campaign, “One of the major objectives with email marketing is to turn ice cold leads into hot prospects.” Really customers is what you want, even more than prospects. So let’s break this down, out of 8. Number 1 is, “Identify your goals.” There couldn’t be a better starting point.

 

Matt:                  Well, so I’m just gonna say based on this article it’s pretty much based on like warm, right? So cold is a whole different strategy.

 

Chris:                  Yeah, yeah, that’s true. That’s true. Like if you’ve just got some random list, a whole different strategy as you read through the details of this. This is gonna be talking about people who have already engaged with you on some level.

 

Matt:                  Yeah.

 

Chris:                  He says, “Email, just like any other marketing strategy, should be used to improve your BUSINESS objectives.” Some examples that you might want is, “Increased brand awareness.” I don’t know, “Sales,”?

 

Matt:                  Well that’s the second one.

 

Chris:                  Yeah.

 

Matt:                  Engagement, engagement.

 

Chris:                  “Customer retention,” engagement, right? Why should you have goals? Right? Why should you have goals before you build out this drip campaign?

 

Matt:                  I don’t know.

 

Chris:                  You got nothing? You got nothing?

 

Matt:                  We didn’t do our vision statements.

 

Chris:                  We haven’t done our vision statements on this article?

 

Matt:                  We’ve never done vision statements. We’ve never done vision statements. I have no goals people, no goals.

 

Chris:                  So one thing that’s true about not having goals is if you don’t have a goal and you may already be where you’re trying to go.

 

Matt:                  Customer, acquisition cost, lifetime value customer. Start there.

 

Chris:                  Yeah.

 

Matt:                  Right? Also social: one tenth engagement, email open rate: 20%-30%. Like have something as a benchmark of where you’re at, also where you wanna go.

 

Chris:                  Yup.

 

Matt:                  You have to measure everything. We were gonna be called the Test and Measure Guru’s at one point.

 

Chris:                  Right, we thought about that. I think I even brought that in somewhere else. I did. Alright, so just gonna make sure. So yeah, step 1: have goals.It really goes back to one of our kind of mantras if you will, “Don’t throw money against the wall and see if it sticks, actually have a plan.”

 

Number 2, “Frequency.” You wanna decide how frequently you wanna send an email. I always think it’s great to email every hour, how about you? Is that–?

 

Matt:                  So it depends on the sequence, right? And it depends on who’s buying it and what the cadence is.

 

Chris:                  Right.

 

Matt:                  So sometimes if you’re trying to close a sale, maybe you are emailing every couple of hours or maybe in the first seven days. And then switch to a longer– well talk about that later. We’ll talk about sequencing later.

 

Chris:                  A different cycle, right. “People buy from those they know, like and trust,” right? So this is one of the–

 

Matt:                  Authority status.

 

Chris:                  Yeah, this is one of things that you’re trying to set up. You know, one of the objectives. And it can be based on the frequency, right? So if you almost never– like our podcast. Week after week after week you’re hearing us talk at an expert level about different aspects of internet marketing.

 

Matt:                  Delivering value.

 

Chris:                  That frequency and that value that we’re delivering helped build that relationship with the audience, and so those of you who are in the market for internet marketing can come to us and understand that we’re gonna deliver, right? Because we’re experts and you understand our personality. That’s just what we do, we deliver. He suggests like, “Sending messages hours apart is sure to hurt your retention.” So obviously just getting there. “Set up your campaign–” this is his suggestion actually. He gets in one very specific sequence we’ll touch on. In this particular campaign the first seven emails of your campaign are sent out on a daily basis. That was his example.

 

Matt:                  Well you know, testing daily, weekly, monthly?

 

Chris:                  Yeah.

 

Matt:                  The more frequency, the more contact with your audience, the more engagement you have, the closer they’re connected, okay?

 

Chris:                  Right.

 

Matt:                  So if you’re like, “Ah, I don’t wanna bother them, I’m gonna send it every 6 months,” you’ll get hit on the spam list all the time.

 

Chris:                  Yeah.

 

Matt:                  So it depends on the situation.

 

Chris:                  Yeah, absolutely. “Daily emails are super effective for membership site drip campaigns. If your goal is to convert your opted in user then daily emails with specific CTAs,” calls-to-action, “will convert the best.” That’s from his experience.

 

Number 3, “Get your sequence right!” When I first read this, I was like, I don’t even know what you’re saying. But he’s saying: don’t send Day 3’s email on Day 1, or Day 1’s email– you know, Day 4 before you send anything. And his point is, you know with all of the spammers and scammers or whatever on the internet, if that happens and you’re like, “Hopefully you read my last email,” and they’re like, “Wait, let me do a search. You didn’t send me a last email. This is just junk, let me delete it.”

 

Matt:                  That used to work.

 

Chris:                  Yeah, it’s confusing, it’s unprofessional, it can portray you like I said as a scammer. He’s got a particular sequence that he mentions. Email 1: make sure it’s– and we’ll just touch a little bit of this. Make sure it’s a welcome email. One thing he says is make sure in that welcome email that you introduce yourself.

 

“Email 2: How are things going?” In this case he had created one for SaaS, software as a service. So somebody had signed up for a free trial, “Hey, welcome. Hopefully you’re gonna enjoy it.” Day 2, “How are things going?” Highlight one of the features. Day 3, “Hopefully things are going well. Highlight another feature. And then by Day 4 you want to be identifying in this particular case, are they using the software or not? Have they logged in or not? So that you can send them down the path of, “Hey, well here’s another feature,” if they haven’t logged in. Or, “Hey, why haven’t you logged in? You’re wasting your time and your money, etcetera. Why are you doing it with somebody else?”

 

Matt:                  It gets confusing, right?

 

Chris:                  Yeah, you gotta have start–

 

Matt:                  So, yeah.

 

Chris:                  I like your chart there.

 

Matt:                  Yeah?

 

Chris:                  That’s good.

 

Matt:                  So it can get pretty complex.

 

Chris:                  It’s a good decision tree.

 

Matt:                  Yeah, and this is where the emails go. And if they do, yes. If they–

 

Chris:                  Are they active on the software?

 

Matt:                  Yes, no. And then you send them different emails.

 

Chris:                  Yeah.

 

Matt:                  You know?

 

Chris:                  And maybe they logged in on day 2 and then they haven’t logged in for five days and you still have an opportunity to recruit that customer. And again, in that SaaS model.

 

Matt:                  So the one thing I can say about sequencing is some of the questions I got is: Okay, like maybe a 7-day cycle? Same thing goes for remarketing, okay? You gotta have a sequence, or 30-day, or 6 months or whatever. What about 18 months? What do you do? Okay. So Russell Brandsen– Brunson sorry. Russell Brunson, the ClickFunnel’s guy, really has two great books out there, worth the read for sure. Basically he talks about the Seinfeld model. So the Seinfeld model is you’re just kinda telling a story, or you’re just kind of sharing something and then you tie it back to what you’re offering. And so what’s Seinfeld about? It’s a show about nothing.

 

Chris:                  Right, right.

 

Matt:                  Right? And so really when you get to those longer term email marketing campaigns, that’s kinda what you’re doing. It’s just checking in with them, remind them of something relevant, bring them back to–

 

Chris:                  But nothing.

 

Matt:                  Yeah, exactly.

 

Chris:                  And then tie it all back around.

 

Matt:                  Yeah.

 

Chris:                  Excellent. Alright so number 4 is – and we mentioned this already – “Don’t forget to introduce yourself in the first email.” How many times have you got an email, “Hey, it was great. You know, glad that you signed up on our list,”? And you’re like, “I don’t– who are you?” Like I wanna know who you are. Are you the owner? Are you in charge of operations? Are you in charge of customer service? What’s you’re name? Maybe a photo, that would be good. And you also– it says you wanna address people by their first name. I think he could’ve actually had that as a one of the line items instead of just thrown in here. Call people by their first name.

 

Matt:                  Increases open rates, yeah.

 

Chris:                  Yup. So number 5 is, “Avoid spammy titles.” It’s scary that we even have to mention this, but you know… let’s see, you wanna make sure that it doesn’t end up in the trash can, you wanna make sure that they read it. And also include a call-to-action that compels your reader to take some sort of action each time. But no spammy titles. Remember this – and we’ve said this in previous podcasts – that you wanna spend a whole lot of time, right? So probably 50% of your time composing the email, and 50% of the time identifying, potentially testing and measuring the title.

 

Matt:                  The titl–?

 

Chris:                  The subject, right?

 

Matt:                  Yeah, the subject line.

 

Chris:                  Because most people will see the subject, depending on what the subject says will determine how many people see the email, right? How many click through and open the email.

 

Matt:                  So Rob Newman owned a big email company sold for tons of money.

 

Chris:                  Right, a software company too, right? Yeah.

 

Matt:                  Yeah. Well, it was a SaaS company, email marketing company like HubSpot back in 2005. One of the things that he shared with me that I thought was extremely valuable is: break apart your subject lines into Quirky.

 

Chris:                  Right.

 

Matt:                  Okay? Fat.

 

Chris:                  Right.

 

Matt:                  And then Tease.

 

Chris:                  Quirky, fat, tease.

 

Matt:                  And so see what kind of person will open– you could send the same email three different times.

 

Chris:                  Right.

 

Matt:                  Right? To see what they open.

 

Chris:                  Oh yeah, yeah, yeah. Because most of them haven’t opened the first one anyway. If traditional statistics apply, send it again with a different title.

 

Matt:                  I mean we can get into some pretty advanced stuff. I mean we could do a webinar or something on specifically this, but there’s a lot of things to look at when you get into email marketing.

 

Chris:                  Very cool. Number 6, “Hire a copywriter.” This is highly recommended. We have toyed with using outsource copywriters from time to time.

 

Matt:                  Dan Kennedy.

 

Chris:                  And we brought them in house because we need to bring them in house, yeah.

 

Matt:                  Dan Kennedy’s $2200 an hour.

 

Chris:                  We did not bring him in house, no. He tried to push that through the budget, and I was like, “I don’t know. This is $2200 an hour.”

 

Matt:                  It’s an asset, Chris. It’s an asset.

 

Chris:                  He does give you– so if you go ahead and look up Just Jason James, he gives you some really good– if you don’t have the money to hire a copywriter, here’s some tips. And here are some of the articles: “9 must have components of compelling email copy,” “A copyblogger’s guide to effective email marketing,” and, “How to build my first business through email marketing.” He made the recommendation of those articles. So go ahead and check those out.

 

Number 7 on our hot tofu list of, “8 tips to keep you set up–” did I say 7? To keep you set up– “to help you set up a killer email drip campaign,” “Have a good service provider.” And he’s not talking like Comcast, he’s not talking about U-Verse, or any other internet service provider. He’s talking about your email service provider. He mentions Aweber and GetResponse. I hadn’t actually heard of GetResponse, I don’t know if you’ve heard of them.

 

Matt:                  I’ve heard of GetResponse.

 

Chris:                  We’ve used MailChimp, Constant Contact. Actually I have used AWeber before.

 

Matt:                  We’re using Active Campaign right now.

 

Chris:                  Active Campaign is another one. So, what’s more important is that you do the research and find out the exact features you need.

 

Matt:                  Yes.

 

Chris:                  Right, so this chart Matt drew behind us is not available in MailChimp, it is available in Active Campaign. So yeah.

 

Matt:                  It depends where your cheers are. So a lot of clients are like– because HubSpot does such a good job marketing. I mean they really, really do.

 

Chris:                  Great platform.

 

Matt:                  Great software. If you don’t need a Ferrari, and you only need a Honda, like you don’t need to pay the cost for the Ferrari. And in the same way, Dan Kennedy helped develop that. I mean, really great stuff, but you don’t need to be paying $300 bucks a month or more for email marketing software, depending on the complexity of what you’re trying to achieve.

 

Chris:                  Yup, very true. And alright, number 8, “Close the loop.” And here’s where I wrote test and measure. “Finally, test your campaign to see how effective they are. Tweak where necessary,” right? So we already talked about kinda tweaking subjects and potentially re-emailing the same email but with a different subject. “Once you have a huge list you can start testing different aspects.” You know, we all heard the phrase: test and measure. Kind of recently I’ve heard that put in reverse. So measure and test. So before you even go down any particular marketing path, measure, know how you’re gonna measure it, and then start doing. So you’re measuring and testing, and measuring and testing.

 

Matt:                  Track everything.

 

Chris:                  Yup.

 

Matt:                  Even when you’re building campaigns in AdWords – and I know we’re not talking about that – but I like to pause the campaigns, duplicate them so I can save that data to see what’s going on.

 

Chris:                  So you can really compare and contrast, yeah.

 

Matt:                  And then on everything, on the ads. Like you really just don’t wanna delete anything.

 

Chris:                  Yup, use that data. Finally he kinda rattles off the benefits of email marketing, customer loyalty, customer attention, increased sales and engagement. “In essence,” he says, “people should look forward to your emails to a point that they actually contact you when they fail to get your emails.” He says, “in theory of course,” but I’ve read articles where people have said, “Look, my content is so good that people– it hasn’t been getting delivered for whatever reason, and they’ve reached out to me and said, ‘what happened to my emails?’ right?”

 

Matt:                  Wow.

 

Chris:                  So it happens.

 

Matt:                  Well, the #1 reason for me of email marketing is the power of automation.

 

Chris:                  Yeah.

 

Matt:                  Okay? Like the power of automation creates leverage in your business and what you’re trying to do. You know you wanna wish somebody a happy birthday. You know you wanna send somebody an email. There’s all kinds of things we wanna do everyday and you can build scripts to help you do that, and email automation is one of the best things out there to create the follow-up, the customer feedback. You can even tie in text messages, we haven’t done it but we’re doing right as we speak.

 

Chris:                  Right.

 

Matt:                  You can tie in print mail.

 

Chris:                  Mail pieces.

 

Matt:                  Mail pieces to it. Through Zapier or something like that. But really think about the power of something you wanna do, building a process, and then just it happens every time.

 

Chris:                  Yeah.

 

Matt:                  It’s a beautiful thing.

 

Chris:                  Repeat. Lather, rinse, repeat. Insert prospect, repeat. So that is the tofu of our podcast.

 

Matt:                  Alright.

 

Chris:                  Alright, so if you liked this podcast–

 

Matt:                  That was healthy. Mmm.

 

Chris:                  I’m feeling lighter. Please tell three people about it if you liked this podcast. If you’re interested in growing your business with the largest, simplest marketing tool on the planet–

 

Matt:                  Us.

 

Chris:                  Us. The Us.

 

Matt:                  The internet.

 

Chris:                  Internet! Call 713-592-6724 for increased revenue and profits in your business. If you have a referral, somebody who’s interested in any aspect of internet marketing, you send them to us, they pay their bill, we pay you. It kinda works pretty neat. Please remember we were filmed here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092.

 

Matt:                  Houston.

 

Chris:                  If you would like a transcript, audio or video of this podcast, you can get it at eWebResults.com. We are the most popular internet marketing podcast on iTunes, that is because of all of you all. Thank you so much, punch in the face to Mark and Marcus and Manny who tuned in.

 

Matt:                  Everybody that jumped back on.

 

Chris:                  Yeah, thank you. The computer crashed. Until the next podcast, my name is Chris Burres.

 

Matt:                  My name is Matt Bertram.

 

Chris:                  Bye bye for now.



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