Your Landing Pages Are Bad
Chuck: He says you didn’t ask for permission. He says data gathered by MailChimp suggests that double opted-in subscribers have a 75% increase in total message opens compared to single opt-in recipients, as well as a 114% increase in clicks.
Chuck: That’s enough to say get people to double opt-in. I’ll say this, don’t be spamming people. If they didn’t subscribe, and they haven’t explicitly given you permission to be on that list or you just don’t know them like that or you don’t know it’s okay to put them on that list, then don’t do it.
Chris: Don’t put them, yeah.
Chuck: Don’t do it, because what’s going to happen, you will be a douche move, that is spamming, they will unsubscribe, your email account will get blacklisted and those emails will not go out anymore, it’s not a good move, don’t do it. Number 3.
Chuck: He says your sending to a bad email address, that sucks. He says first off, great point he made. He said first off, you’re charged by the number of people on your list, so you’re paying more every time you send a message to your inflated list, save some money. He says more importantly sending messages to too many inactive addresses risks your account being blacklisted by major email providers like I was just saying. And you’re right. We use MailChimp here and they come with credits and this and that, you get a subscriber count, and yeah, if you’re already on a paid account and your subscriber list is full of bad email addresses and inactive email addresses, then why are you paying for those. Number (2) secondly, why would you put forth the effort to send to those knowing that they’re bad and then you’re not going to get a response? That’s just not a good look. Scrub your list, spend your effort making sure your list is as clean as it can be, that the emails are legit, that the people are real, that they actually have engagement.
Chris: They’re interested in what you do.
Chuck: Exactly. And that way, your open rates will go up and when you get broader open rates, you get better deliverability, and so on. So yeah, scrub your list.
Chuck: There you go. So scrub your list and do be sending lots of emails to no wack list, it is just not a good look, that’s a douche move on yourself. Number 4.
Chuck: He says mistake number 4, you’ve oversold your message, this is a good one. He says if the content of your message doesn’t live up to the hype of your subject line, subscribers are guaranteed to leave disappointed, absolutely right.
Chris: And probably unsubscribe.
Chuck: Absolutely, because I have unsubscribed, and then pissed off, like oh man! This is what you’re clicking.
Chris: It’s an ad.
Chuck: It’s an ad. Or worse, it’s a weak sales pitch or something else spammy that I was not interested in and frankly, didn’t expect to be there due to the subject of the email. I’ll tell you this, don’t craft a great subject and then use subpar content. That’s just a waste of time, it’s kind of like a great movie, right? Or a great movie trailer and you see the movie.
Chris: Right, and you’ve seen all the good parts.
Chuck: And the movie sucks. It’s like okay, I would have done better off just reading your subject, and definitely inspired, now I’m actually uninspired to read your content.
Chris: Who’s that Director, I will never want to watch a movie by him.
Chuck: Exactly, don’t do it.
Chris & Chuck: Number 5.
Chuck: He says your aren’t personalizing your messages, yeah, I know, right. At the end of the day, personalize your messages. I’ll say this, have you ever received one of the messages that said “hi client” or “hi customer” or “hey customer-name, we missed you”, really?
Chris: How bad!
Chuck: You didn’t even put in the (name) to just say hey Charles. So take advantage of the technology that comes with your mailing system, MailChimp does a great job, Constant Contact, they all do a pretty good job at email listing and personalizing. I’ll say this, take a step further, if you are sending out follow up emails, maybe to I don’t know, people who have made a purchase from your site, then reference that previous purchase in the email, that’s another pro-tip. That way, we’re talking about personalizing the message. If you great me by name and reference the fact that this was the last thing I bought from you and this is when I bought it, then I’ll have a higher likelihood to click the next link on what you think I should be buying next, right? But if you don’t remind me of our engagement.
Chris: Of our relationship.
Chuck: Yeah, then I’m probably going to be disengaged and not participate with you. Not a good look. Number 6.
Chris: Number 6.
Chuck: He says you aren’t using email listing segments. Perfect! He says the subscriber on your list aren’t monolith, so why are you sending them all the same message and hoping for the best? He’s right. You’ll definitely get higher engagement with a segmented list. I would say I don’t think there nothing wrong with having a generic list also, right? Maybe you may have some generic information that can go out to everybody like, I don’t know, our podcast, it goes out to.
Chris: Our newsletter podcast.
Chuck: Our newsletter podcast goes out to anybody on our mailing list, whether you’re a client or not, whether you have got a sales quote or not, you’re going to get the podcast email. Now you may be on a different list if you’re a client, you get a certain set of emails about some new company information or terms and conditions or whatever else we may change, and meanwhile, a whole other list for the drip campaign he was talking about.
Chuck: Those are just proposals, that’s sales, those are leads, so he’s right. Definitely sue segmented list based off of your company, your industry and what your service offering is, but I think it’s okay to have your generic list that kind of just keeps everybody up-to-date on what you’re doing, take advantage. Number 7.
Chuck: He says mistake number 7, you aren’t mailing regularly. Big mistake. We’ve even made that mistake there at times. He says think of your email marketing campaigns the way you think about exercise routine, if you don’t exercise regularly, then your muscles shrink and your strength decreases. In the same way, if you aren’t mailing your subscribers regularly, you can kiss the relationship you’ve worked so hard to cultivate good-bye.
Chuck: He’s absolutely right. Out of sight, out of mind. And the purpose of our email campaigns is to really stay top of mind. We’re just looking to be something consistent in your inbox, every month, or biweekly or every week. Whenever we send it, that’s just a constant friendly reminder that hey, we’re here.
Chris: We’re still in business.
Chuck: We’re here to take care of you.
Chris: We operate with the kind of stat in mind that after 90 days, 80% of your customers have forgotten who you are.
Chuck: Anyway, exactly.
Chris: So you have newsletters.
Chuck: Just to stay top of mind. You’ve got to be consistent. I’d say this, without that consistency, you can’t determine what’s working and what’s not. Maybe you want to test out some different subject lines, or some different content, or should you use bulleted or paragraphs, or should you use a meme or a video screenshot. Like if you’re doing those types of testing, but you’re not sending it regularly, then you just won’t know how well your test is doing. Without regular mailings, you lose the chance to stay top of mind. More importantly, do you know how many referrals happen in email? I see an email subject, I’m like Chris could use that, forward to him. Even if I didn’t even open it, that’s because it had a great subject line. Click it, forward to him, never read it but I know he can benefit from it. Email regularly.
Chris: Keep that schedule.
Chuck: Number 8.
Chuck: He says you don’t have a call to action or you have too many. He says make sure every message you send out provides value for your organization by prompting recipients to take some specific action after reading. He also says few marketers get this important step right, while some forget the CTA altogether and other include in multiple calls that compete against each other. Keep it simple. We’re talking about email, so these people already don’t feel like checking email, but you’re kind of forced to. So the last thing they need to do is hit you with a really long message with multiple call to action and a lack of focus. Instead, send them one short messages that’s maybe references whatever seasonality you’re in, maybe a recent blog post with a small “read more” link so it’s not taken away from your ultimate call to action which is whatever your action is, not necessarily subscribe because they’re already in inbox, maybe it’s click this link over to our site, or maybe this newsletter is pitching a product and you want people to go view that product, then have all your other links and your other call to actions minute, make them small, don’t have them so prominent that they take away from your main call to action.
Chris: Have a focus, yeah.
Chuck: Have a focus, definitely, and frankly, that focus should be consistent, not only with the content, not only with the landing page, but with the subject of the email. Number 9.
Chuck: He says, and this is the last one, your landing pages are bad, and we’ve seen this plenty of times. He says if your site design isn’t appealing, your offer isn’t clearly stated or your content isn’t helpful, there’s a good chance your conversion rates will suffer.
Chris: Read that again!
Chuck: It is brilliant, right? If your site design isn’t appealing or if your offer isn’t clearly stated or if your content isn’t helpful, there’s a good chance your conversion rates will suffer.
Chris: Will suck!
Chuck: Exactly. He’s talking about after the click, right? So maybe you did have a good subject, maybe your email was formatted right, it was mobile friendly and everything, and then they clicked and they landed on a crappy landing page, don’t waste your time with a great message only to land them on a crappy page is what I’m adding for this. I would say this, your landing page should be consistent with the mail out, that same subject that they see should be the first header that they see when they click on the site, that verbiage that you have on there, there should be an explanation of that verbiage on that landing page, whatever visuals you used in that email, it should be the same visuals that they see on that landing page. We’re looking for continuity, we’re looking for consistency, and that ladies and gentlemen will increase conversions that come from your email marketing.
Chris: It really has a parallel to how many customers do we have coming in. Like I want to start PPC, I need to start PPC now, and I’m like no, first we need to do some work on your website.
Chris: At least, put some lipstick on that page. At least, if not redesign the whole thing.
Chuck: And yeah, this is a great tip for not just email marketing but for any landing page, it needs to be consistent with the refer. So if it’s a newsletter, then be consistent with that, if it’s a paid ad, then just be consistent with that. Btu whatever it is, there should be some continuity so that you can decrease your bounce rate and increase your conversion rate.
Chuck: Punch in the face to you Alex Bashinsky, 9 Reasons Your Email Marketing Campaign Failed And How To Fix It. I will post this link on our site and on Facebook.
Chris: Mr. Bashinsky, thank you. We’ll be reaching out to you. Do we have any “what”? Any “really”?
Chuck: I didn’t have any “really” news?
Chris: No “really” news, nobody cry please. I’m just happy I didn’t have to put on a tear tattoo because that’s what they do under the eye when we don’t get the review, haven’t had to do that in a while so thank you. Hey if you’re looking to grow your business with the largest simplest marketing tool on the planet.
Chuck: The internet.
Chris: Reach out to eWebResults for increased revenue in your business, our phone number is 713-592-6724. If you have a referral, somebody who’s interested in some sort of internet marketing work, you send them to us, they pay their bill, we pay you. We have that referral program in place. Please remember we were filmed live at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. We are the most popular internet marketing podcast because of you. Thank you guys so much for making us.
Chris: Gracias to Antonio in Mexico city.
Chuck: Yeah, and Tania.
Chris: Yeah, let’s not forget Tania.
Chuck: For keeping it 100.
Chris: Until the next podcast, my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye-bye for now.