When it comes to email marketing strategy, we often hear “Nobody reads emails anymore” or “email marketing is a waste of time”.

This couldn’t be further from the truth, your email list is still one of the most important marketing assets you can have in your business growth toolbox and it could be you just have the wrong email marketing strategy.

In this of The Business Made Easy Podcast, Jason Skinner discusses why your email list is still one of the most important assets you have and what you can do to improve your open rates and engagement levels of your email marketing efforts.

A few simple tweaks to what you are currently doing and a different approach to your email marketing strategy and the drafting of your emails will deliver you far better results.


  • Why your email list is one of the most important assets in your business.
  • Why email marketing is still very much alive and an effective way to engage with your customers and potential customers.
  • How to look at your email marketing in a different light that delivers the results you are looking for.
  • An email marketing strategy that really works.



Jason: Good day good day and welcome to the Business Made Easy podcast where we
make business easy. Jason Skinner, your host here again for another week of the
podcast where we make business easy. Thank you for joining me wherever you are in
the world. I hope you’re doing well out there. If you are new to the show, welcome. If this
is your first time I’m so glad you found us and you’re here. I hope you enjoy the show.
Really appreciate you uh, jumping on board.
If you haven’t already done so and you do enjoy the show, be sure to hit that subscribe
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Friday. I do bring out a new episode each Friday which is a mix of interview style shows
and one-on-one educational shows which is what we’ve got today, which I’ll get on to in a
moment. But I tell you, yes hit that subscribe button and certainly, we’ll make sure that we
get relevant content to you every single week. If you’re returning and you’re part of the
community already, welcome. I’m glad you’re all back as well and thanks for being here
and being part of the community. Your support has been fantastic. The feedback I’ve
been getting about the podcast has been fantastic. So if you do have any advice or, or
advice or tips or anything you want to know about uh, with respect to the podcast or
ways I could improve the podcast because it is for you, I do put this together every week
for you so that you can get some value and some, some benefit out of it, out of the show
and help you in your business.
So be sure to drop me a line at [email protected] on email. I
answer all my emails so yeah you’re more than welcome to — I’d love to hear from you
and love to hear what you’re doing in your business as well so be sure to drop me a line.
And speaking of emails, that’s what we are going to be talking about today. Email
marketing; but before I get on to that uh, I wanted to share with you a lesson and
I guess a story that, that I came across or happened to me that in the last week. I tell you
the story not to bring the mood of the podcast down but certainly I bring it, I tell you the
story because wherever I learn a lesson, I’d like to share it with you and, and I guess it
was a lesson that I already knew but it was a lesson that I was reminded about um, quite
significantly and quite moved by. My wife and I had to — Melissa had to um, to go to a
funeral the other day of a very long term client of our, our firm and uh, it was a very
somber affair. Again, I tell you this not to bring the mood of the podcast down but was
sort of sitting there at the end of the — at the back of the room and all the family were at
the front and, and, and our client was lying in the casket at the funeral home right up the
very front of the aisle. So as you walk in you could see, you could see that the coffin
sitting there on the end. As I sat there and reflected waiting for the funeral to start I sort
of, I was looking at the coffin, I thought, “You know what? We are all in one way,
shape or form going to end up at that end destination. We don’t know how long we have
until we do but at some point we are — that is, that is all of our own — that’s our end
destination. Now I know there are various religious beliefs etcetera and I respect those but,
but in a physical sense, that’s, that’s effectively what’s going to happen to us. We’re going
to end up down there so I sort of sat there and I reflected, “Well, you know all the worries
that my, my client that had passed away had um, have gone. He no longer has those
stresses and strains and he was suffering from poor health so, so you know, I was, I was
thankful that he was out of that, that time. But in terms of day to day worries, I’ve just
wondered whether or not you know, he could trade more days and time on life on earth
for the insignificant amount of time that he
spent worrying about other things and you know, I looked, looked it at my own situations
like my worries are really nothing. Uh, that the things that I’ve got going on in my life this
morning before I came to this funeral. The things that are going on in my life in the day to
day basis, even though those things it seem the worst of worst they could possibly be,
uh, really mean nothing when you get to that end destination. That’s where you’re, you’re
lying at the end of the day. So it was real-life, real-life and for me, I think it’s a lesson for
us in business as well that you know um, and it’s, it’s something I’ve sort of started
saying to myself now is this time will pass, you know? You could think you’re going for
the worst of storm in your business. You think you’re going through the worst of
situations in your business but it’s how we deal with it at the end of the day and that’s the
mindset that we bring to it and, and the approach that we take to it and how we tackle it
that really makes us the best business leaders that we can be. And you know
we’re the ones that, that are charting the waters. We’re the ones that have got to
navigate the storms in, in the high seas. So um, it’s how we do that and how well we
lead our teams to do that, that really define us as business owners, I believe at the end
of the day and business leaders and, and um, it’s something to keep in mind. When next
you know you feel like, you, you’ve got a really big problem or something significant
going on, um, just remember that one day, we’re not going to be here to, to
worry about that problem. So we, want to try and find a positive way to, to tackle
it and the other lesson that I learned was I guess or reality check for me was that all the
people standing up to say words about this person  were all kind words but I sort of
thought, “Wow, what do, what would I want for people to say about me when I’m in that
And that starts, that doesn’t happen the day of the funeral. You know you don’t, you
don’t get to have all that goodwill just because you’ve passed away. That goodwill and
those, those speeches and those kind words and those, those tears of, of sadness for
the loss of a great person they come from years of investment and years of giving value and
years of providing help and support and love and care for the people around you. So that
is a really significant lesson to say that, “Hey, you know, it doesn’t just — you don’t just
pass away one day and then people say nice things about you. That, that comes from
years of you giving and, and enriching the lives of other people.” It’s something to think
about. It’s something I’ve thought about and, and unfortunately, I don’t — we just don’t
think about these things often enough. I don’t believe — I think a lot of people — I’ve and
just a quick story or a sideline, I mean some of the cash registers of supermarket chain
Woolworth’s here in Australia had put in a new system and the other day some –uh, I
was watching the, watching the news and, and um, the, the cash registers went down
and I think — I don’t know how many stores — but they had to close the stores and the
people had to leave their grocery baskets half full and leave the store because for
security reasons they couldn’t, they couldn’t um, they couldn’t sell anything or had to
shut the, the IT systems were down so they had to leave the stores and honestly,
listening to the complaints of the people that were inconvenienced because they had to
leave their shopping basket half full or half empty — how about obviously looking at it half
empty? They had to leave their shopping basket in the aisles of the shopping center and
it was absolute uproar and it was like, “How could they do this to us?” And I was going,
‘My God, first world problems, um, you could be lying in that coffin down the end of the
home right now. So um, thank your lucky stars you’ve got the resources to buy
groceries. How about you go over to another supermarket? They weren’t all closed and
uh, how about we move on with life and you know these are things that go on and they
just astounds me some of the, some of the first world problems that people have but
there you go. That was my lesson I learned throughout last week. I just wanted to share
it with you because it was a significant one and uh, and was one that I think that all of us
could have a reminder of from time to time just to as to how um, how we deal with life.
How we deal with the challenges that, that get presented to us in life. Alrighty, then on
that note, uh, again, I’m sorry that I didn’t mean to, to bring you down with the mood of,
mood of the situation but certainly I wanted to um, share with you um, that valuable
lesson. But today, on to the day, to the — unto today’s topic, uh, today’s topic we want to
talk about email marketing and that’s an area of business that I have become, of light,
really, really excited and passionate about lately and this, this revitalization of email
marketing because if you look at — and although a bit of a, bit of a history recap in the
second but I mean, if, if, if we look at where the state of things are at the moment, we’ve
got all these platforms out there and all these social media. Facebooks and LinkedIns
and Twitters and Instagrams and etc and there seem to be coming out of the world
record. There’s a new one uh, came out recently called Vero, I think it’s called, yeah,
V-E-R-O. Its supposed to be the next Facebook/Instagram, you know, um, working on a
different model once again. But you got all these platforms out there, um, as business
owners we’ve got all this noise and, “Where do we spend our time? Where do we spend
our energy? What should we do? How should we be marketing our business and how
should we be uh, talking to our, to our customers etc? And honestly ,I think what I love
email the most is that I get to own the real estate and I get to control the name of the
game; the rules of the game if you like. Whereas if I spend my time investing in
Facebook ads and investing in um, LinkedIn, investing in Twitter, whatever it is, I’ve got
to do a lot of work but I’m not guaranteed results. I really am, am not guaranteed results
for the investment of my dollars and my time. Now, the same could be said for email. Yes
you invest a lot of time in email but hey, I own it and I own the plat — I own the asset, the,
the email list, I actually get to own. So that to me is a huge plus. It’s the same as my
website, you know? I have my website. I get to put what goes on there. I get to build a
community on there uh, the, the, the way I want it to, to go and you know, that’s not,
that’s being a, a control freak uh, but I tell you what, business is important and um, your
business, a lot of people’s business is, is, is their big asset in life. So I want to make sure
that um, I ain’t growing that asset but, but most importantly protecting that asset as well.
If you only got to look at what happens with Facebook, I mean, I, I — quick story — I, I
mean, I’ve got over 10,000 page likes I think on the Business Made Easy podcast page.
The last count I looked it was just under 10,000 um, page likes and my engagement rate
for — if I put a post on to, on to that Facebook page, it, it drops absolutely astronomical
since um, Facebook changed the rules back in January of 16th, ah January of 2018. But
it was mid-January they um, they made these announcement that they’re going to
change the rules with Facebook. So that means that what I was doing, now I need to go
and change, whereas if I um,
just work on my own platforms I don’t need to, I don’t need to change so dramatically or
I can control the rate of change. Change is inevitable. You know social profiles change.
Social circumstances change. You know the way our customers want information
changes but I get to have some sort of say over that and control over that level of
change and, and the rate at which it changes. I guess that’s the thing, those social
platforms are rented real estate and, and there are so many businesses. I know people
building businesses on around YouTube, you know? Um, you don’t get to control it at
end of the day. One change to the algorithm and your business, your business could be
gone. I don’t want to be alarmed as in saying that but certainly ,it’s something that need
to be considered of when we’re looking at where we spend our investment of time and
money into uh, in terms of building our audience and building our customers. For me, I’m
excited about email. When I looked — I’ve been doing a lot of research as I said on, um,
on this topic and um, I don’t know, I’m excited by what, what are the numbers that are or
I’m saying in the research that I’m saying around this particular subject. Then just to
show you a couple of broad numbers with you, um, this graph or chart I’m looking at was
put up by Statista and they produced all sorts of various information around and
research around um, social behavior and research around you know trends and all that
sort of stuff that’s going on out in the marketplace. Um, but this one I’m looking at here
uh, goes from a quarter, the first quarter of 2010 up to quarter 1 of 2017 and it shows a
steady growth, a 10% growth over that 7-year period in email open rates. They went
from an average of 22.4% in 2010 up to 32.1%
in uh, 2017, the first quarter of 2017. They’ve been as high as 35.6% which was, that
exactly was around 2016 so they, they have dropped back a little bit but they’ve kicked
back up again and they were at 32.1% um, for the end of 2017. What is interesting is the
actual click-through rate of email has gone from, uh, in 2010 it was 6% down to 3.2% so
just under half um, in terms of — so just under half here, a drop of just under half which is
quite significant and what that tells me is that people are opening emails. Remember our
open rate has increased but their click-through rate has dropped um, by just under half
over that 7-year period which means that people uh, are opening their emails, they’re
interested in looking at the emails but they’re not finding the email content very engaging
or worth clicking through. Now, there could be a number of reasons for that. One might
be time. We don’t have time. We’re certainly a lot busier these days than we have been
in the, in the past but um, I’m going to take you through some of the more common
mistakes and, and reasons why those click — I believe those click-through rates are
dropping today and um, we’re going to sort of talk around, talk around that as well. But if
we go back as to why that might be the case and why people might be thinking that
email is dead because I do believe wholeheartedly, that a lot of businesses and a lot of
marketers get caught up in the shiny new object syndrome. So there is uh, the new
gadget comes out and the new platform’s here or the Facebook’s doing this now and
Facebook’s doing that now or with Facebook’s rewarding. It was only a few months back
everyone was going around Facebook’ rewarding native video. You know
like if we get on there and do our Facebook live, Facebook’s promoting those. Of course
they have because they want people to be using their new technology. So, but that’s
only going to last a certain life span. That’s only going to last until Facebook says, “Hi,
like I’m saturated with that now. Here’s the latest thing. You should be over here doing
this,” which is seemingly, um, Messenger bots at the moment. That’s the latest thing.
Messenger bots are coming out. You know everyone’s racing over to do automated
messenger bots because the open rates are higher. So I mean all these people are
running around, in my mind uh, looking at the latest, looking at the latest things and then
there’s people that make money on telling people about the latest things. So um, you
know there’s all these people following every — each other and I, I think what’s being left
behind are the gems. To be honest, I really do feel that there’s a lot of gems being left
behind in the rubble of running off to the, to the latest thing. I want to talk about that
today and I think email is one of those things that really is just a gem that is um, has
been left, it’s been left, left behind because what happened with email — you may recall
was — email first came out, it was the thing. I remember when they first came out, — I’m
showing my age here, I’m sorry — but email first came out, um, I think it was back in —
gee, it was — I was, I was uh, 22 I think. In 1992 it came out and uh, or before that, it was
out before that but I first discover that in, in 1992 and it was a fantastic disability. You had
your dial on, dial up internet provider so you and you had your AOLs etc and you could,
you could dial up and you could send an email to somebody and, and a message to
somebody and, and they would open it and read it and they would reply back. It was just
amazing that you didn’t have to put it in an envelope, stick a stamp on it and
send it. You could talk to somebody on the other side of the world um, instantly uh,
provided they dialed up their internet and um, you know the all you’ve-got-mail scenario.
So that was, that was sort of the start of it all which was great but then the automation of
it came in and we’re able to all of a sudden send to multiple recipients the one email at
the one time. How good was that that you could just have all these, these automated or
um, or automation sort of came in after that but you could send one email to multiple
people. Then we had the automation and you know um, you could — I mean there’s
some funnels that, that you get on email shackles that you get on now of where you just
can’t get out of them, you know? You click on something in an email and the next thing, it
goes on for 20-30 days of, of, of bombarded, you know, I guess, almost frightened to
sign up for the, for the bit of content or whatever that you, you want um, for fear of
getting into the cycle of, of being spammed and I guess constantly bombarded with, buy
my stuff, buy my stuff, buy my stuff and I do believe that, that is where we are at with
email at the moment where um, people are running around going, “It’s not working
anymore uh, because people aren’t buying my stuff.” And that, those click-through rates
statistics that I spoke about um, are of testament to that. You know they’re dropping.
There’s no, there’s no question, the click-through rates of emails are dropping but the
actual interesting figure with all of these, is that the growth of email is increasing like the
number of people using email is increasing. I think in 2017, just to, just to give you a few
figures around this, a bit of evidential proof, uh, 2017 global email users amounted to 3.7
billion users. Uh, and this figure is set to grow to 4.1 billion
users by 2021. So I think you know it’s fair to say that uh, — actually, I think I’ve got the
2018 figure here, so 3.7 in 2017 and it’s looking to grow to 3.8 billion in 2018. So that’s
pretty fantastic. I mean we’ve, we’ve got growth here in an email so email marketing is not
dead. Um, people are saying, “Yes, we’re not getting the open rates but maybe it’s the
way that we are doing email that is the problem not that email itself. So I want to explore
that and flush that out a little bit more today and talk about ways that we can look to
open and increase and improve our engagement within the email and within your business.
As I’ve said, to me it’s, it’s just an absolute um, benefit to own your own real estate. Um,
every name and, and, and the person’s details on your email list is an asset of your
business. So we need to nurture that and, and look after that and I think that, that is the
critical thing here. How do we nurture that name and that email address? And the very
first thing I want to talk about and the approach that I’m taking with my email is that I am
not referring to them as subscribers anymore. I no longer have subscribers on my email
list. I actually have an email community and they are all people. Every single name,
every single email address and name on that email list is a person. So if I want to call
them subscribers and I guess I wrote that personal nature of it, I’m going to have some
trouble engaging with them. So I really want, I want to increase the engagement level
with my emails. I want to start using the right language around that list. So I’m, I’m going
to call them an email community as opposed to just a subscriber on our list somewhere.
I get why they called subscribers in terms of a, a technical term but I’m, I’m a firm
believer that you really do need to um,
walk the talk. You know you need to have the right language and, and, and use the right
language around your — you know you don’t have staff, you have team members. If you
want to have a team, you want to create a team. Have team members don’t have staff
um, so same with email subscribers, you know? If you want to have an email, engaged
email list, engage with them. Treat them as people so that’s the very first thing I’ve, I’ve
sort of changed the name around to email community now and when I, when I send an
email now, I’m actually sending an email to my community, to my email community and
that to me has been a, a game changer in terms of the way I’m approaching my email.
The other thing with email is um, there was a real big push uh, and it still happens out
there. I still get them coming to my inbox and I just don’t know how to open them but there’s a
real push to set up real glossy sort of high, highly produced emails. Um, there’s still, as I
say, still a lot of companies producing them. There’s still a lot of companies doing them. I
know um, a lot of people they even with Mailchimp, they get the free MailChimp account
and they, they set up this you know, this really jazzy, highly polished HTML templates
that, that look, look fantastic. Much like, they look like almost like a website and I think
really that could be um, contributing to people not engaging on the, on the, on the actual,
um, on the emails themselves because there’s so much um, hype and fluff and content
on them that it’s really you know um, might be more of a distraction to the people
opening the emails than actual benefit. So I’ve really paid, I’ve got rid of all that sort of
stuff off my emails now. So I tend to just send an email which is more like a letter and,
and that’s the thing as I said, we’re talking with people, we’re emailing people
so members of my email community, I’m going to send them a letter and talk to them um,
as if I’m just talking to them like I’m talking to you right now. They’re just across the table
from me so when I write my emails, I’m tending to think of that who am I writing to when
I’m writing that email? So I’m getting more personal and doing more text based emails
where there a little bit of color. You know there’s nothing wrong with a bold headline or
highlighting something that you want that particular person to take note of but certainly,
I’m not, not filling it full of HTML uh, code and pictures and all that sort of stuff and things
flashing around in their eyes because I do think um, if you can make it personal, that
email, you’re going to increase your engagement right there. The other thing to know is
that not everybody is the same so everyone has different needs. Everyone’s in a
different space at the moment. So, don’t treat everyone the same and this is another
problem I think is contributing to the open rates of emails is that everyone, if you just
send an email out to, to all in the sundry and treat them all the same uh, then you’re
going to, you’re not going to have as higher engagement um, you know, if you’re sending
an email out to someone selling knives and they’re in the market for spoons then you’re
really not going to get them clicking through to your knife set. You know, they want to,
they’re looking for spoons. So, this, there’s plenty of ways to do this and it’s probably not
fit for, for now, to go to go right through in the interest of time but certainly happy, happy
to talk to you further about um, uh, how ways that you can do this and this way would be
to jump over on. You could either drop me an email
[email protected] or jump over to our Facebook group uh, and jump in there and, and have a chat
about it but, but certainly, there’s ways that you can segregate out your email
uh, a community so that you’re talking the right message to the right person. So, this
message uh, the match really becomes important here. We want to match the right message
to the right person at the right time. And when you get this right, when you do this bit
right with your emails, it’s like people saying to you, “Wow, it’s like you’re, it’s like you
knew exactly what I was thinking or feeling at the time when you sent me that email or
you, you delivered it to me right at the right at the right time.” Really, really important
point. So, don’t treat everyone on your email community as the same, try and get some
distinct buckets as to where they are in the, in their journey with you right now. You might
have you know, for me, I’ll give you an example. You know, for me my community, I try
and break out between people that are just starting out in business and they’re thinking
about buying a business or starting a business of their own or whether it’s online or
offline whatever it is that they want to do but they’ve got an idea, an entrepreneurial
feeling, that they want to grow or start a business. My, my other group of people are, are
people that have been, have a business already but they want to get results from their
business. So, that’s the next lot of people I want to have in my email community. I want
to talk to them. They’ve got different needs to the people starting you know, they’ve
already been, been through that startup stuff. They’re at the stage they want to grow now
so I’ve got a I’ve got to communicate with them in a different way, and then, I’ve got
people that are really um, on the back end of business who they are they’re wanting to
really scale to a next level to a larger level although are they wanting to exit, exit their
business, so and I’ve sort of talked to those people in a different way as well. So, you
get, get my point that that not everyoneis the same and you need to treat people
differently and you need to communicate people differently. When you communicate the
right language to the right people at the right time you’re going to get a far better
engagement rate than you will
um, by, by just having one, one big list of people. The other thing to do with, with your
email community is — now I’ll go through I guess some of them more overlooked things
that I believe that that happen in email and that is the — remember I said your email list
is an asset of your business and it needs to be treated as such. So, it needs to be looked
after just like you’d look after any other asset of your business you know, you need to,
you need to clean it. You need to keep it um, shipshape. If it’s going to keep producing
for you and you want it to keep delivering results for you then you need to make sure
that you are doing the right things within your uh, email marketing list. So, you’re keeping
it healthy. So, one of the things that I would make sure of is make sure that you don’t
have anybody on your list that does not want to be there. I have, this is something that
happened in the, in the past and why another reason why I think people are saying email
is dead, they’d go by lists um, they go by email list of you know 50,000 people and put
them into their MailChimp account and spam them and send out you know, buy my stuff,
buy my stuff. Now, that does not work. It, it, it doesn’t work — it might work in a sense you
might jag a few people but you know, um, and I get the, the idea you’re throwing a net
out to many and you’ll get people that are just too lazy to unsubscribe. So, they’re, so,
they’ll just stay on your list forever and a day but you know, the problem with that is, is
that they’re not engaging and as I said before those statistics are showing emails are
opening up people aren’t engaging. You are far better to have 100 fully engaged or
engaged people on an email list than you are to have fifty thousand people on an email
list doing nothing, not responding to anything and it affects your open. It affects your
deliverability of your email, it increases the risk of your email going into spam folders or
into promotional folders. Google, Google in its algorithms has this ability to just sort of
check your email and deliver it to a particular folder in that, in that person’s email
account. You don’t want it going into spam, well make sure that person wants to hear
from you. So, make sure that the people on your list are people that want to be on your
list and so, you need to check that regularly. So, the, the, the way I would check that is,
is to look for, for engagement, look for people that are opening the emails versus people
that aren’t opening the emails. And if you’ve got people on there that aren’t opening the
emails, haven’t been reading your emails then write to them. Just write to them and say,
“Hey, um, I’ve noticed that you — I’ve been sending you these emails and I don’t want to
trouble you but um, is is this something that you still want? You know, I don’t want to be
sending you these emails if, if these aren’t, these aren’t relevant to you. So, if they’re not
relevant to you um, then, in the bottom please let me know and I’ll take you off of my um,
email list.” The way I, the way I do this is probably a little bit of reverse psychology. I
actually say, “If this content is rel-, if you don’t want to continue receiving this content
then please let me know by clicking here that you still want to stay on my um, on my
priority VIP email community. If you don’t want to, don’t do anything just let it go and, and
I’ll take you off.” And I’ve done that, I’ve done that approach because people then
actively choose to stay on my list. Again, for the reason, I don’t want people on there that
don’t want to be on there. So, it’s just the, just test a couple of thing, test it uh, for
yourself as to how you,
how you want to approach it but sending that email out was a really good thing um, on
my list because it was able to re-engage with people that wanted to be on there but just
hadn’t you know, we hadn’t touch base for a while. So, great idea to, to do that. So, you
don’t want people on your list that don’t want to be there. The other thing you want to
make sure of is you don’t have any people that um, have unsubscribed on there so you
want to make sure that if people have notified you to be unsubscribed make sure you
take them off uh, because they affect, that affects your um, your results from email being
Um, you want to make sure that bounced emails aren’t on there. So, you know, if you, check,
check your bounced um — so a bounced email is basically an email — there’s a couple of
different um, statistics around this uh, or metrics around this but bounced emails are basically
emails that the email providers sent out that they haven’t been able to deliver to the, to the
appropriate inbox. So, you really want to make sure that um, you mean, that could be the wrong
address um, they’ve closed their account down. There’s a number of reasons why, but you want
to make sure that you’re not having any bounce um, emails. So, you want to clean those up off
your list as well. And you also want to, and this is a little bit harder to do but you also want to
make sure you don’t have a lot of role-based email addresses on your email list if possible. So,
by role-based um, email addresses I mean [email protected], uh, [email protected], [email protected], they’re
all what we call role based um, email addresses and they tend um, to indicate to the email
providers that there’s not really a real person at the end, at the end of the email address. It’s
more of a corporate type just a generic account. As I said, we want to be talking with people,
people in our email community is what, what it’s all about. So,
by you can see here by cleaning up all the all the write off your email list off your email
community and get rid of the people that don’t want to be there, get rid of the people that
aren’t engaged and it’s not relevant to them and then what’s left um we wanted as I said just to
recap we want to segment into uh, I guess compartments that are relevant to your industry or
your business or whatever you’re doing. So, you know, if, if you’ve got a service base you might
have a business that as um, swimming-pool uh, repairs well or swimming, swimming pool
suppliers. This is always a favorite of mine but because I always struggle with these businesses
but um you know, if you’ve got people that are in this they’ve already got a pool versus people
that haven’t got a pool, well, don’t talk to the — don’t send the same message to those people
you know. If you’re servicing uh, pickup people that you’re using for this you they use you’re
servicing um, service for pool cleaning, well, you know, have them in a particular group. So, you
know, you might want to talk to them about um, change of season regarding pool cleaning. Um,
you know, there’s a change of season coming up that means that because we service your pool
you can talk to them in their language that they’re, they’re going to, going to understand and I
think you’re going to get a far better engagement rate from speaking in that language than you
are in terms of um, yep of actual just blanket, “Here you go. Here’s a broadcast message” you
know. Don’t get me wrong there are times where, where the that’s going to be the same
message that goes to all people because it’s relevant to all people. So, just remember you’re
talking to a person when you’re writing
an email. Write it like a letter. Write it like a deep you know, don’t you have to be old-style but
certainly say, “Hi.” Name, the first name. Um, “I hope, I hope you well.” You know, “What’s been
going on?” Or, “Here’s a story that, that I’ve learnt this week that I thought you might find
You know, bam, bam, bam. Here’s some value. Here’s some value. And, and that’s what we’ve
got to be doing with email marketing because if you look at it, the open rates of uh, the
engagement rates of social media you know, Facebook’s getting tougher and tougher. So, I’m,
I’m constantly looking for ways that I can — not make a headache for myself and I just think this
is a, this is a great way to um, great way to do that is um, is utilizing assets that you already have
and looking after them and um, and making sure that you um, you’re doing the right things I
guess by people, remember you’re writing to people. The other thing uh, that people don’t do a
lot of is actually look at the metrics around their emails to see whether or not they are actually
um, providing the right messages. So, a lot of the email providers now will um, actually give you
this analytical data. It’s so in-depth that you know, it tells you a lot about the emails that, that
you’re sending out whether or not they’re resonating with people. So, you know, take the time
to — if you send out an email to someone, take the time to look at the metrics and actually see
and analyze why um, it is, is it resonating firstly or why it may not be resonating and which
messages are resonating you know, there’s more of this this working than that working. So, you
know yes you can certainly um, you can get that information straight from your uh, email
service provider and I think really that um, you know, actually well, what I’ve done to help you
I’ve put a, a health check an email, health check, email list health check um, on the um, show
notes for you and if you go to a, I’ll have a link there
for that uh, health check for you but go and check that out because I think you it’ll give you the,
the basic metrics that you should be looking
at to um, make sure that your email is in good condition but there check that out. Um, other
mistakes that uh, people are making around headlines not using headlines that are appropriate
for the email that they’re sending out. So, it’s no good saying uh, here’s, here’s my top five
things to do X um, and the person opens it and you’re flogging them some form of product and
you haven’t given them the five things that to do X because they, that’s what they’ve, they’ve —
they’ve clicked on to. They’ve seen that in their inbox. They’ve seen that it’s from you and
they’ve, they’ve, they’re interested in it so they open it and then there’s, there’s not a match
there between the headline and um, and what’s been said. Don’t use um, tricky um, headlines
that, that you know, you’re trying to bait someone into opening your, their email because
you’re not building value, you’re not building a relationship there. So, make sure the headline
describes exactly what it is that um, your email is about. Um, make sure it’s clear. Make sure
that you know, it says this is what this email’s about. So, try and avoid clever, I guess clever
tricky um, email headlines like uh, it’s finally here or um, this failed um, you know, catchy stuff.
You get, you get what I mean? Try and add value in your headline. A great way to do that is with
um, how you can test that out as well as with AV testing. I don’t know if you’ve heard of AV
testing but basically, AV testing, what we’re talking about there is testing two headlines one
against the other to um, to see which one is the most um, that resonates the most with your,
with your audience, with, with your community. I use a tool called ConvertKit
and um, ConvertKit is really good in that in the sense when you uh, set up an email uh, to send
out to your people you can, it gives you two, you can put in two headlines and what it does is it
sends out a test to um, two very small sample segments of your uh, email community and it
tests the results automatically. You don’t have to do anything. It tests which one has the highest
engagement rate, which headline resonates the best with those small samples of, of audience
and then once it makes a decision, once it’s got a winner then it sends out the um, rest of your
email community to that winning headline and it works really, really well. And I’ve learnt so
much about my headlines about my community just through testing with this AV testing that
ConvertKit does. Um, if you want to know more about ConvertKit, if you go over to That’s C-O-N-V-E-R-T-K-I-T, so ConvertKit, and check it out over there um, it really is a good
um, really is a great tool for implementing the things that I’m talking about today. Just as a
disclaimer ,I am an affiliate for ConvertKit but that’s not why we’re having this discussion. It
just is a really good tool. It does break things down into layman’s terms and it does deliver email
in a, in a practical way that I believe email is meant to be delivered and, and that’s why I have
jumped on board with the company because I, I do believe that um, that they do offer a great
sustainable robust service. So, yeah, check that out
Alrighty. So, if we’ve cleaned up our email list and we’ve, we’ve, we’ve matching up how um, I
guess how uh, message
to our actual um, community, what are ways that we can actually get more engagement
without an email list? Now, I guess it’s worth looking out the journey that somebody goes on when
they get onto your email lists. Remember we don’t want to go out and just buy a blanket list of
people and try and convert them into customers. That’s a lot of hard work but if we can create
valuable content that people want to jump on our email community then we can, we can
nurture that relationship. And the very first thing that I would say that to look out there to
create that engagement is that when someone signs up to be on your email list, so, they’ve
come to your website. They might have got — you might have a lead magnet or some piece of
valuable content that they were happy to exchange their email address for that relevant
content that you’re going to provide them, that’s the time where they most engage with you. At
that point in time, they didn’t know you too much before then but they’re happily giving over
their email address to you. So, we really, we’ve got a choice at this point in time. We could, we
could do nothing um, or we could actually take, take that responsibility and grow that into a
relationship. It’s like a seed. If someone gives you their email address that’s like them giving you
a seed and say, “Here, let’s grow this relationship.” So, what I would recommend doing and I
think has, and I’ve been getting some great results with is, is if someone jumps on my emailing
list then I use um, a tool called Bonjoro. B-O-N-J-O-R-O, Bonjoro. And why not send them a
quick video to say, “Hey, welcome to um, thanks for jumping on board with, with uh, and
welcome to my email community. Just so you know, I’m really looking forward to being able —
being able and privileged to be able to provide you with some valuable content. If at any point
in time it’s not relevant or you’ve got feedback or you know, whatnot feel free to let me know.”
So, we’re actually making a personal contact with that. Now, Bonjoro does it so easily because
ConvertKit which I just mentioned sends an email
the, the new subscribers email details into the, into the app on my phone and I can actually
quickly, I could be sitting in a café, I could be sitting in the car, I could be sitting anywhere and I
can open up that app, record a quick video and Bonjoro will send that video, personal video to
that person straight away to say, “Hey, I’ve got your email and I’m really glad you’re here on my
list.” And that’s a totally different approach to doing nothing. So, how many times have you put
an email address in and nothing happens or worse still you put an email address in and all of a
sudden you get “Buy my stuff.” “Buy my stuff.” “Buy my stuff.” “Thanks, you’re on my email. Buy
my stuff. Buy my stuff.” We want to grow a relationship with our email and that’s what that’s all
about. So, check that out. You can check that out at,
B-O-N-J-O-R-O, and um, again I’m an affiliate with that um, with that product but again it
works beautifully in terms of building a personal brand, personal — not so much of a personal
brand but a personal relationship with that email provider and, and then people get to know
you. You know, you know, they get to know who you are.
The other ways you can um, build that engagement. If you don’t want to go down the Bonjoro
path is just have a nice landing page with the video on it. Just put a personal um, just record a
video that says, “Hey –.” You have to use anyone’s name just say, “Hey, thanks for joining our email community. Really glad you’re here um, check out some of the other things that um,
might help you out now on our site.” And so, you could have links to other valuable content
around your site that they may not have otherwise got to or got to know. And I guess that that
personal video establishes a connection with that person. So, it’s actually, it’s valuable
you know, that name and that email address look after it. It’s a responsibility and we want to
grow the value around it. So, um, you know, nurture that and nurture that seed, that
relationship that’s what that’s all about.
So, a couple of things there that um, I’m doing differently than just sit, just sending to an
automated sort of um, you can automate that last um, that last idea, the landing page idea. That
can just be your thank-you page. You know, you set that up in your email program. Again,
ConvertKit does that really nicely. You can have this custom landing page that people go to
when they um, sign up for your email community and you can then um, have that video on there
that and the various links etc on there as well. So, check those out. There’s a couple of ideas and
if you get stuck or you, you want some further help or guidance with it, as I said, feel free to
drop me an email at [email protected] or join the Facebook community
and we can help you out further there as well. So, there we go. Email I believe is not dead. I
believe it’s the way email has been done in the past that is dead um, and not getting, not getting
the engagement. I think when we start to treat uh, people’s emails as valuable assets of your
business talk — and recognize that people, there are people on the end of those email
addresses that have names, they have and they have problems that they want
solving and they want valuable content. So, so, make sure we do our best to deliver them
valuable things that are going to, to help them. So, that’s what that’s all about. So, email, give it
a go, um, have a look at it further if you haven’t. I have as I said earlier in the show there. I have
put together an email health check for you, so it’s totally free. If you go to, I have a free um, email health check there that you
can go through and put your metrics in. So, I’ve got the benchmarks in there. It’ll actually
explain what the worldwide benchmarks are for the various metrics.
There’s only five of them that you need to sort of really worry about. So, if you go in there,
there’s five things, and I’ll show you how on that checklist how to calculate them and, and, and
what they mean and you can compare your current statistics with the, with the benchmarks in
terms of open rates etc. And then, you can once you know, that — I’m a firm believer if you can
um, if you can measure it, you can manage it, we can then work on strategies to help you grow
that email following and grow your email business. So, check that out for that free download and email health check.
Alrighty. That’s all I have time for this week. Uh, check out ConvertKit as I said. It’s, it’s a
fantastic email program. I’ve used everything from MailChimp which is sort of the free
MailChimp type programs right through to their more complicated Infusionsoft, etc and I’ve
just found ConvertKit to be a really great raw no-fuss email provider that delivers, that really
gets great delivery rates as well. So, check that out at if uh, if that’s of interest to you as well.
Alrighty uh, that’s all I have time for this week and uh. I hope you’ve enjoyed that episode on
email marketing. I do believe it’s still, still alive and kicking and got plenty of life left in it. Um, I’d
love to hear how your uh, email journeys going and whether you’ve had any luck with, with the
email as well. So, be sure to drop me a line. But until next week, I’m going to hand you over to
Mia and here’s to your success, all the best. Have a great week guys. Bye. Take us out Mia.




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I have tried everything from free solutions such as Mail Chimp to high-end solutions like InfusionSoft.

Convert Kit is a “join the dots” easy to follow email system that has been built from the ground up to not only deliver your email content direct to your intended recipients, but to better manage your email database with easy to build automation sequences and advanced tagging of your database so you are sending the right message to the right people!

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