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Everybody out there. if you can hear me and if you can see me, cause we are, we've got visuals today. let me know. There's there's a Q and a section or a chat section. Feel free to use either one. Just to let me know that you are here. I'm not going to call out anybody by name, unless you want me to say hello and, And, I will definitely, say hello back.
You got a few minutes here before we get started. If you have any questions about email marketing or any digital marketing before we get started, just holler. Hey Chris, I saw you, how do you neighbor right back to you? Probably the closest person who's going to be in attendance today.
I have made some recent updates to the presentation we're going to be doing today. And it should be interesting. Won't be perfect. Okay.
we do have some more webinars coming up. next month we're doing podcasting. If anybody's interested in doing some podcasting,
I think that was Liz bell just popping in for a second.
so Chris, tell me, what do you see right now?
I see more people coming in, feel free to say hello. Let me know when you're checking in from we're going to be getting started right at the top of the hour. It's an email marketing business.
Yes. My dog is sleeping on my chair. Excellent. So I take up the whole screen. That's the jerk. That's what I'm hearing.
I am wearing pants. Thank you for asking it. Doesn't just cause we're working from home does not mean we can't be professional about it.
I am wearing shorts because the AC in my house does not work and it's okay.
Either 80 or 82 degrees in here at Cantel and then shut off all the fans. Cause we were making too much shots
I see more people checking in, feel free to say hello, let me know what you're checking in from. We're going to be starting right at the top of the hour.
Wow. I'm afraid I'm in a butcher name by Joel, but hello from Chicago. One of my favorite cities.
Hey, Jeffrey from Cornish. Thanks for checking in today, Deb from Boston.
Jesse from Vassalboro and I said, nice to see you so to speak. And if you guys, it's fine, whether you want to use the chat or the Q and a, if you guys have questions during the presentation, feel free to ask. I usually don't see them until the presentation is over. I'm going to go 30 minutes or so of content all around email marketing.
Helping you guys build your list and then I'm going to stick around more or less for however long. Do you need answering any questions you may have about email marketing?
It we'll be getting going in just a minute. And again, please feel free to say hello, check in and let me know where you're calling from. And also, if you have any questions about email marketing and firing off to you right now, only to get to them before we start or answer them during the presentation, or I'll make sure that I answer them afterwards.
and lots of stalkers, but nobody here, not too many people brave enough to put their name and say, hello.
drip campaigns. Yeah. We're gonna be talking about drift campaign so they can be very effective. I don't know if there is a best number when it comes to drip emails. I'm a big fan of theirs. There's like best practices, but there's no magic numbers. So you start with best practices and then you start to experiment and we need to make sure that you measure your experiments.
It's fun to experiment. It's not always fun to get the results. If you're not what you want them to do. Yes, you should all be muted. This is definitely more of a webinar and less of a meeting, but if you want to drop your questions into the chat or the Q and a, I'll be checking both, when I wrap up, so I'll be going about 30 minutes or so.
Liz says five drips are the limit on free settings. And I guess maybe that's on MailChimp about the natural. You can have free anymore.
AB splits critically important. I'll talk briefly about it, but we'll definitely talk more about it in the QA section
and same thing with frequency. I mean, it really does depend on what your product or service is and what you're looking to accomplish. But we can definitely get into that. I am going to exceed, we're already recording. So I'm just going to jump over and start the sharing.
Yeah. could somebody confirm that right now? You just see one big image, which is the email marketing home page. Could you put that into a, maybe the Q and a section, which we can still see?
Yes. Alright. We're going to get started. My name is rich Brooks on the president of flight media. And today we're going to be talking about. How do you use email marketing for your small business? Email marketing has always been one of my favorite parts of digital marketing. I to get some of the most effective ways to market your business.
And so we're going to be doing a dive into that today. Kind of talking about how to get started, how to build your list, best practices, how to get the best results out of it. This is one of our 30 minute webinars. I'm going to do my best to keep it in that 30 minutes for the content. Delivering you as much, no fluff content as I possibly can.
And then at the end of 30 minutes or so when we're done, I will answer as many questions I can for as long as I possibly can. So feel free to stick around and ask you the questions. I probably won't be checking a, the Q and a, or the chat during the presentation, but I will take a look at it and answer all those questions afterwards.
If you do have to jump off, we are recording this and I will make the video available. It probably will take a few days to get it ready, but it will be available for you.
So here flight email marketing is part of something. We call the bare essentials of digital marketing and bear is an acronym and it stands for build. So basically your digital marketing is to start with a platform platform that turns visitors into customers. And came your website. Okay. The next step is to attract people to your website.
And so that's about search engine optimization, social media, and digital advertising. Then there's retained. How do you stay in touch with people after they've left your website? And that's where email marketing road shots. You can also do some retargeting advertising and to a lesser degree, social media can be another way that you can stay in front of your audience while they're not in the upset.
And lastly, evaluate taking a look at all the things that you're doing and finding out what works and what doesn't work. So you can continually make improvements and increase your ROI. Those are the bare centrals of digital model, but those of you who don't know who I am, my name is rich Brooks. And I'm the president of flight, new media.
We're a digital agency located here in Portland, Maine, which means that we design and build websites. We do search engine optimization, social media, paid social like Facebook ads, email marketing, content, marketing webinars. We basically help our clients with anything. They need to reach more of their ideal customers.
I'm also the founder of the agents of change conference. This is an annual conference and a weekly podcast. Where I interviewed digital marketing experts on search, social and mobile marketing, basically how you can reach more of your ideal customers and, definitely check out the podcasts. You like podcasts.
I'm also the tech guru on two Oh seven, which is the evening news program here on the NBC affiliates in Maine, or are you hard hitting news stories like where the best recipe sites are online and how you can take better pictures with your smartphone. and then the, I wrote a book called the leadership of the small business guide to digital marketing.
And that's available on Amazon and bookstore bookstores near you, assuming you live on Munjoy Hill important name. I think that's . And then I started, I co founded something called fast forward Maine, which is a weekly podcast and in person events, although now with burger, just doing webinars. Thank you.
Growing a virus. that's all about growing businesses here at the state. So in other words, I love digital marketing. This is my playground, and this is where I hang out all the time. And I'm a big fan of email marketing, as I mentioned earlier. And why do I love email marketing so much? Well, there's a lot of reasons.
First of all, email is a great way to build rapport with your audience. Build trust, have a conversation either when you're doing a blast email, there's always the opportunity for somebody to hit reply. If you start that one on one conversation, which is a great way to build rapport and set the tone for your business, it's also stable.
And by that, I mean, it's not changing all the time. Google constantly is changing its algorithm. One day you're on page one and the next day you can't find yourself. Facebook constantly changing their algorithm. Usually making it less friendly for business used to be that all you need to do is post something from your business page and it would be seen.
But really these days often it's one, possibly 2% of your fans will ever see what you post on Facebook email. The algorithm doesn't change. Really. It doesn't change much at all. In fact, the last 15 to 20 years, the biggest difference in email is just been, it's become mobile friendly. So that's really the only change that there's been when it comes to email.
Mark. It's mobile and I don't mean mobile friendly, although that's important. I mean that you own the list. You can take it. If you are on constant contact and you decide to switch to MailChimp, you just take that list with you. If you are on Facebook and you get sick of Facebook, you want to move everybody over to LinkedIn.
You can't take them audience with you. You own your own email list, so you can move it from platform to platform. It's also unavoidable. You know, I like Facebook posts or tweets, which you might miss. If you're not constantly on a platform, every email that's in your inbox is still going to be there until you deal with it.
So it really is unavoidable and also email triggers. Action. Would you want people to do something? You know, whether you're trying to educate them, inform them, sell something, email triggers that action could get them to do something. Is it a website to download something, to get behind the cause? Whatever it may be.
So definitely email is great for getting people to take action, too fast.
So one of the reasons I like email marketing so much is because. Can you always do it by getting people to opt into our email newsletter. We never buy. All right. So it's always about getting that trust from our customer or prospect, which gives us access to the most valuable piece of real estate on the internet, our customer's inbox.
And once we're in there, there's a lot of benefits of having access to that customer too. So if you're just getting started, or even if you've been doing this for awhile, one of the things that you're going to want to spend some time on is in building your list, because the more people who are qualified prospects, you can get on your list, the more value that looks past.
So we want to take some actions to build that list. And although there are multiple places where you can get people to register for your email list. The majority of them are going to come through your websites. We're really gonna focus on that today. So obviously you need to have a website. You need to choose an email service provider.
You don't want to be sending out emails through your own email. When it comes to this type of email marketing, you want to use a service like MailChimp, constant contact HubSpot's Salesforce, whatever, whatever you want to use, as long as you're able to send out those emails. Through a third party. And then I seen about these email service providers is they do a lot of things to make sure that your emails are mobile friendly.
They allow you to write and send your email out when you want it to deliver that they can do some AB split testing and handle all your unsubscribes automatically. It makes sure that you're in compliance with the canned spam act. All these benefits that you get and really very positive Fisher, depending on the number of people on your email list and or the number of times you send out your email monthly cost could be anywhere from $0 million to a few hundred dollars.
But for most small businesses, you're probably looking at under $50 a month, very often, 20 or $30 a month. And then you're also going to want to, do you want them to have some analytics and reporting and we'll take a look at some of the things you can do to get a better sense of how your email marketing is going.
later on in the presentation now, recently I have been doing some research into e-commerce. In fact, I presented at an email for e-commerce a webinar recently and. If you are doing e-commerce, there are some additional considerations you should have when you're taking a look at these email service providers.
One is that these providers should have an abandoned cart. So basically what happens with the abandoned cart email is very often. In fact, they say 65 to 75% of people who put things in their cart online. Abandonment lead them in the cart and just move on. They don't do anything. Maybe the shipping costs were too high.
Maybe they got distracted. Maybe they decided not to move forward. If you've captured their email already, your system can actually automatically send them an email and give them either an offer or just remind them of something that's in their shopping cart. And that a survey show that that will actually increase the chances of getting that sale by 30%.
So it's something that really pays for itself. Very powerful tool. also that the system should have purchasing shipping confirmations that automatically go out the ability to set up upsale emails. So if they bought one thing, the system will be smart enough to send them an email that says, Hey, I saw that you bought this sprinkler.
You also want to get this hose. And perhaps this bag of seeds, something like that. And you can set that up automatically before reviews. If you're running an eCommerce site, reviews are critically important and the system can. send an email after delivery and say, how would you rate this product? And then also a bunch of different types of triggered events.
Somebody buys for the first time, and you can have an automatic response, enticing them to buy more, or if they haven't bought in a certain period of time, you can actually have an email that will go out after one, three or six months and say, Hey, you haven't bought in a while. Have you looked at this or perhaps give them some sort of discount that's only available for those people.
So you can set up these triggered events. Now you don't have to have any commerce site to do this, but if you are going to do e-commerce, these are some critical tools and Klaviyo is the platform that we're using, when it comes to these e-commerce email meats. So getting back to email in general and your website, lot of places on your website, that you should be looking to get people to opt in, to read on newsletter.
You might have a header or footer that has an email sign up. This can be a sticky header or footer, or it can just be a traditional one that just sits on the page very often. I was surprised actually, when I looked at our often rates, the bottom of our page, where we basically just have a signup for an email, which is not something I, well, we said three updates, but.
Generally, I recommend having some sort of offer because people don't want to sign up, but a lot of people did sign up at the bottom of the page. So making sure that there's an email sign up on every single page of your website is great for building your list. If you've got a blog on the blog homepage, you should definitely be having some sort of call to action.
That says, you know, never miss another blog post. You know, obviously they're interested in enough to go into your blog. They're interested in your content. So why wouldn't they want to be alerted or get an email every time your blog has an article as new blog post on it. So put it at the top of your blog homepage and then also include it presses a call to action at the bottom of every single blog post.
And that's something you can just build or your developer could build into the framework of the page. So you don't have to do it every single time. Also, you may create some page specific value ads. So for example, we have articles on LinkedIn, on our blog about how to, you know, do better prospecting or how to build a perfect LinkedIn profile.
And from that, we have a LinkedIn cheat sheet that is just like, has all the information you need to kind of optimize your account, your profile. And we allow people to download it. Now it is behind an email wall. And so email registration. So people have to give us their first name and email to get it, but generally they're more than happy to do it, to get head value at.
So think about the content on your own website. Is there some sort of value add for specific article with blog posts that you could make available and tie that into your email signup on your contact form? You should always have a box that asks people, do they want to be added to your email list? And using an email service provider, like MailChimp, like constant contact, you can actually automate this process.
So we always need the box open, meaning that somebody has to opt in rather than opt out, like unchecking the box. We require people to opt in. If they do often, automatically, they're added to our email list. We don't have to do any extra steps. And then on our thank you page, we also ask if people want to join our mailing list.
Now there have, obviously that's a little redundant, but a lot of people might fill out the form. They're obviously interested enough in what you have to sell or what you're offering. So why not ask for that email signup and strike while they are in his house? Oh, and then the popup, everybody loves popups, right?
Okay. Nobody loves popups outside of marketers, but the thing is they are very effective. In fact, a lot of you signed up for this webinar because you saw the popup on our website. Nothing gets more signups for email newsletter than a pop up about an upcoming webinar or event or something similar. They just work.
And I know some marketers even hate them and all these other things, I'll give you some hints. So they work better. The first thing is never have a hop, a popup appear seconds. After somebody arrives at your website, they don't even know who you are. Nobody likes going to a store where they have no one that impresses breeder who immediately wants to show you around something like that.
Just let it sit. And most of these products can be timed. So it might be 15 or 30 seconds before the popup shows. So they've already had a chance to kind of take a look at your home page or other page. Scan through it, get a sort of, I'd be able to draw about before you hit them with a Papa or another alternative.
alternative idea is that you can have the popup only show up on a secondary page. So in other words, on the first page, they go through it won't show, but as soon as they go to that second page, then you show, because at this point there's a little bit of trust built up. There's some obvious interest from the person you're not going to scare them off.
But if you show them that pop up before they got a chance to make a decision about what kind of person or company you are, all they're going to do is scrambled and hit that little X flood, close it out. And then you're never going to be able to get them to sign up. So, yeah, pop box. That's the last.
Another page on your website where you can collect emails actually is not part of the navigation. So you can't get to it when you're on the website, but these are called landing or squeeze pages. And these are often driven through an external event. So maybe it's a Facebook ad or maybe it's a social media post, or maybe it's a Google ad, but you're driving traffic to a specific page that has no navigation and just the office.
So, if you're doing a presentation, say you want somebody to download the workbook that goes with it. You can send them to a squeeze page, make it easy to say out loud, and they go there and then they get, there's nothing else. There's no distractions. And you're gonna find that you get a very high conversion rate on this Reese pages.
People give you the name, the email address, whatever you're looking for, so they can get information. They can get access to that information that you promised and all of these, then get funneled into your email service provider. Now, those are a number of different ways in which you can get people to opt in, but let's talk about how do you increase the chances to get them to opt in?
What can we be doing on your website that are going to increase the chances that somebody's going to give up their email address? First thing is draw attention. It seems pretty obvious, right? If you have an email signup box that kind of fades into the background, nobody notices it. They're not going to pay attention.
But if you can make it bigger, bolder, I use an action color on it. So it really pops on, maybe it slides in on certain pages, pop up, certainly draw attention. maybe there is a, a finger or an arrow pointing to the signup. Those things work surprisingly well, even just having a photo of a person. And they're looking at the signup box that can increase the conversion, increase the number of people who subscribe to your email newsletter.
Another thing is to build trust. A lot of people don't want to give up their email address. So you need to build trust one way to build trust, which through social proof, if you have an email newsletter and I'm not suggesting you make up these numbers, but if you already have a pretty decent list, You can say, join 5,000 other marketers and subscribe to our weekly email list or join 10,000 other dog lovers for our monthly email list, whatever it is, you know, just build that trust, show them that there are hundreds or thousands of other people who have already found the benefit of subscribing to your email newsletter.
another way to build trust is maybe having an influencer that's big in your industry. Who would be willing to say something like, somebody famous in your industry might say, Oh, I can't believe all the great content they get from subscribing to this company's newsletter. That might be enough to get somebody to feed.
Oh yeah. In fact years ago, I signed up for these social triggers, email newsletter because I saw a quote from Chris Brogan on how valuable he found the content to be. And that was enough. I'd never heard of social triggers at the time, but seeing Chris Brogan's name and photo on the signup page gave me enough reason to roll the dice and give you not yourself to that site.
Here's something ironically that doesn't work. Putting any mention of your privacy notice on the signup. There have been plenty of research that shows that even though you're saying you're going to protect people, well, you're not going to spam them. And you've got a privacy statement, whatever it is are our base instincts take over.
And we get very protective when we see issues around privacy. And so we won't move forward. I'm not saying don't have a privacy statement. I'm saying don't make it part of the signup because you're actually break trust. You will build trust. Establish expectations. Let people know what they're going to get with your email newsletters.
These are going to be filled with sales items, or is it going to be filled with information that they can use? There's no wrong answer here. It's just about establishing expectations. Are they going to get a daily email or is this going to be a weekly or a monthly? You know, me, sir, those are the kinds of things that people want to know before they sign up.
And perhaps most importantly. Create an offer. Nobody wants to sign up for yet. Another email newsletter, even your amazing, you know, who's left. So give them something in return. There's a lot of different things you can provide for people. One would be some sort of download a white paper. I mentioned, for flight, we often will do cheat sheets.
You know, something like that, or checklists, whatever makes their life easier. And you only need to create it once. And then you can basically just set it up the way that we usually configure it is somebody gives us their name and email address. And then we email them the link to where they can download it that way.
We ensure that we're getting their actual working email address and they don't just put in something on exit x.com so they can get the stuff and not sign up for email new stuff. Obviously they can unsubscribe seconds later, but the thing is, if they get something of value, they'll probably stick around for at least a few more, newsletters.
Webinars like this one, I found to be a fantastic way of getting people to opt into your newsletter, offering a free online course, very similar. And this is something that you can set up once and then just make it available for people. And this could be a video course, an auditory course or a written course, whatever you prefer.
And a lot of times that can just be, I'm gathering up a bunch of previous blog posts or podcasts or anything, and just kind of repackage it. So it's not something you always have to create from scratch. Contests, obviously any sort of raffle once a month, you're giving away something. And if appropriate some discounts in your store, maybe I know some people will give away discounts only to email subscribers, special discounts.
Other times when you, your first purchase is reduced because you sign up for the email newsletter. So those are different ways to get people to join your list. So what'd you get people on your list. That's not the end of the battle, then it's about getting that engagement to ultimately get the business.
And one of the most important emails you're going to send out is actually the first one. The welcome message research shows that your welcome message is going to probably have the best open rate of any email. You said, probably because they just finished signing up for your newsletter or your giveaway, your download.
And they're looking forward to hearing from you. Recently, I signed up for a service called Sunday, which is kind of a lawn care program where they just send you all the stuff and you take care of it yourself. And I got this nice little welcome message. These two brothers, obviously they're having a good time and they're very casual.
They're they love green moms and organics and all this sort of stuff. And it just kind of sets the tone for what's going on. So, like I said, it's got the highest open rate of all your emails, so it's critically important. Sets the tone of what they can expect and also sets expectations. So you can spell out when they're going to get emails and what kind of emails you're going to get and all this other fun stuff.
So very important message right off the bat. Somebody asked beforehand about drip campaigns, are they effective? Yeah, they can be really effective. And the nice thing about drip campaigns is that they avoid that pause between signup. In delivery of the first email or beyond the welcome email. So you sign up for an email newsletter and they only send it out monthly and you signed up on the second and they send it on first it's 30 days before you get the first one you may have moved on, but with a drip campaign right once, and it will run over and over and over again for every new subscriber.
So again, I'm loving the emails I'm getting from Sunday. In fact, it's basically causing me to rewrite our entire drip campaign as well. They're sending a bunch of emails and these are every few days and their product is basically they ship you the product. You're going to do it yourself. So they want you to succeed.
So they're teaching you the best way to, so this one was a better way to Mo there was another one about when to water, when to weed, all this information. So you can have the healthiest. Possible law that helps them and it helps you and just really nice, clean, simple, actionable tips. This is their campaign.
I'm not saying that your campaigns to be exactly the same, but this, I found to be a very effective campaign for getting people excited about opting into the Sunday program, and then past those first emails past the welcome pass, the auto drip campaign, which can be set up. So basically. It could be any length of time before the first one arrives and you can set up, you know, they could write every single day they could ride up there for three days, whatever it is.
There's no right answer. It's about playing around and figuring out what makes the most sense for what you have to do. I know that a Weber does one that's every day for 30 days, and then there's a strong call to action on the 30th day. So there are different approaches to it. There are also different approaches to the style of email.
So, this is an email I get from John Lee. Dumas comes in every day, and this is very typical for internet marketers. So it's very casual, stripped down email. There is some, bolding and italics and links in there. So it's not necessarily just like when you get from a friend, but it's pretty close and it feels very personal, even though apparently he didn't have my name, he just had fired Asia.
Then there's ones that maybe were a little bit more branded. And this is a recent email newsletter from flight where we're designing company. We want to have some branding. This one doesn't have an image up top, but we do have some branding in terms of the colors and that diagonal line with pizza at our website and a lot of our new marketing material just recently, we launched our website and a lot of our lucky material.
And then there's just going all out with images like living social, that basically all they're doing is selling. And so everything's really image driven, showing pictures of the product with people, enjoying the products with, with just a little bit of text and links to it. There's no wrong answer. It's just about what makes the most sense for your business now, whatever style you choose and you don't have to choose just one, you can play around and do different ones.
It's really important that you get people to open up your emails. So. The first thing you can do to improve the open rate of your emails is improve the subject lines. So I'll tell you what it doesn't work for. Subject lines, Julian's life. Nobody wants to read your junior newsletter. So get rid of anything like that instead of either tell them exactly what they're going to get from opening the email, or cause some question about what they're going to get some sort of information gaps, psychologists, call it where people are like dying to know exactly what they're going to get by opening email.
So these are some different tactics. In fact, the best open rate I ever had them, any email I ever sent the subject line was simply Tuesday with a question Mark at the end. Well, everybody thought that perhaps they had an appointment with me or something, whatever it was, they opened those emails and we got a huge open rate.
Now it turned out, I was saying Tuesday, his last day of our early bird discounts for the agents of change conference. I just wanted to make sure you knew about it. Did you. so, you know, I've got a couple of hate mail, emails, but those were from people who were friends of mine and they just thought it was funny.
So no big deal. the other thing you want to keep in mind is who the emails coming from. And I noticed this, I created the screen capture, earlier today that in one place, the second list, it says frightened media and further down, there's an email also from us. He says, rich Brooks, I'll have to talk to my team about that.
But, There some question and some discussion in the industry about what works better in email from a person or, you know, from a company. And a lot of people say it's always the email from a person. People want to do business with people, not businesses while that's true. If the person who is your recipient doesn't know the person who's sending the email, then it completely falls in my face.
I deleted a whole bunch of emails from somebody at hotspot before I accidentally opened their email and realized these were emails that were coming in from HubSpot. So if you're not, if your company name is, may be more familiar than use your company name, and really what I want to do going forward is probably say which at flight from the frontline for us, because I think people will recognize who I am and they'll recognize the name flood, but subject lines are critically important.
And this is one of the easiest things to do. AB split testing. You've never done AB split testing. What that basically means is you can try out two different emails or in this case, maybe two different subject lines to see which one gets a better open rate. And so using a tool like MailChimp, you can set up, maybe one is like, our products now free shit offer free shipping.
And then the other one is a 20% off all products. And you can find out which one opens. And so then that becomes the one that you should use going forward. In fact, you can set it up where maybe 10% of the emails go out with one with a 10% of what with B and then the rest of the emails go out with whatever the winner wants.
So you can automate, automate that in a product like MailChimp. Also in every email, there should be a call to action. You want to get people to take some sort of action, move from their inbox, perhaps to a sales or landing page. In this case, it's just one little snippet, but we have the register now button below the upcoming events.
We wanted people to register for this. So we've promoted before email newsletter, give people direction, tell them what they're supposed to do. I just for now, phew. calls to action are better than many calls to action. And one is the best. Now we do have multiple calls to action in our email newsletter, but if you can get away with just doing one and we do that sometimes when we're just talking about one event, just having one call to action, we'll usually convert at a higher weight and just make it pop, make it stand out.
Obviously we use red because we weren't using that anywhere else, except as an action color within this email newsletter. And then you want to make sure that you're constantly measuring what's going on. And in your email service provider, admin area, you can check, take a look at your overall health of your email marketing as well as individual campaigns and different platforms will give you different metrics.
But it's important to go in there a few days after a campaign, because not everybody's to open your email on day one. And kind of see how it is working. And again, if you're doing AB split testing, that will give you a sense of, are people more interested in fruit shipping or are they more interested in overnight delivery?
Whatever the case may be. And beyond just your email reports, you also probably want to be checking your Google analytics because for a lot of you and myself included, the purpose of email is to drive people back to the website, to engage them and get them to move further down the sales funnel or to buy seconds.
So Google analytics is not always great attracting emails by themselves. So what you want to do is use a tool and it's free. There's a bunch of them out there, but I use campaign URL builder. You can just Google that. It's a Google free Google service. And basically, as you can see on the screen capture, I put in the website that I'm, or the URL that I'm trying to drive traffic to in this case, it's the homepage, but really could be any page on a website.
I come up with a campaign source. We can see some examples, Google newsletter, our newsletters called navigator. So I type up navigate the campaign medium in this case, obviously emails. So I put an email and then I can give the campaign a name if I wanted, I just put in you psych and then down at the bottom, you'll notice it's kind of a long uglier URL, but when people click on that link, It carries all the information over to Google analytics so that in Google analytics, we can start to see different campaigns we're running and how many, how much traffic drove to the website.
whether those people were knew, how, you know, whether they took a desired action, whether they just looked at one page, but now we can really measure the effectiveness of each email marketing campaign just by using this free campaign URL builder to get a little extra information. So I want to take your questions.
so if you have any questions and you haven't picked them yet, either the chat or the Q and a, please go ahead now. But I did want to just kind of recap. I think the most important people is for today. First off, you want to create multiple opt-ins or ways of people to subscribe to your email newsletter throughout your website.
You should definitely utilize the welcome and drip emails that are available. Welcome emails. As we talked about, had the highest open rate and drip emails, you can just write once and then are automatically sent out to every single person who subscribes to email newsletter after that great way of building trust and establishing expectations.
And again, just getting people to move further down the sales funnel. Right. Compelling subject line. So your emails kind of stand out and also get people to open them and read them, include a call to action. Tell people what the next step is in your email, so that you can have high conversion rates and high ROI return on investment and monitor and measure what's going on with your email newsletters.
Andrew campaigns. So you can continually improve it. If one type of subject line doesn't work, then you want to switch that up. If one day of the week doesn't seem to get as high open rates then maybe you don't want to send out on that day. these are, if you suddenly don't put images in one of your email newsletters and has the best open rate or the best click through rate, then you know that maybe your audience doesn't want images.
So we don't know these things unless we're taking a look at our reports. Alright. thanks everybody for tuning in today. I'm going to go now and take a look. At your questions, if you have any. And again, my name is rich Brooks, as you can see my contact information there on the screen, if you have any questions that you want to ask, and either you're watching this on record, or you don't feel like asking right now, or you don't take it till later, feel free to reach out to me.
And we did report this and we will be sending out a link to the video in the next few days. and with that, I actually do go check out some of the, Some of the emails or some of the questions that I have from you guys. Oh, right. I see some names from the past are cool. Alright. So, can I explain the squeeze page? Yeah. So the idea behind the squeeze page is the idea, same idea of putting blinders on a horse. You don't want any distractions. Like the dog walking behind me, that could be a distraction.
I want him focused on me. So next time maybe I'll put the dog got steps, regardless. It doesn't matter. Squeeze pages are usually pages on your website, but honestly they can be anywhere. If you use a tool like lead pages, which is just an online tool or opt in monster, they may host your squeeze pages for you.
That's not the issue. The issue is to have a page that is very simple. And basically people can either move forward by filling out the required information or they can hit the back button and go back. So if there's a lot of distractions on the page, like navigation and links over to some other things that, and all these other things that distract them from doing the one thing you're sending them to that page four that's problematic.
And so that's the benefit of a squeeze page is to increase the conversion rate that you're going to get. Hopefully that answers it. I will let Pasha now that you think she's very doable. All right. So, open up some, also the questions. Do I have a preference, MailChimp or HubSpot for an email list provider?
I haven't used HubSpot, so I can't really speak to it. I mean, certainly I'm aware of HubSpot. I use MailChimp, I've used constant contact. I've used a number of different tools over the years, and just recently we moved everything over to MailChimp. at the end of the day, male champion, in my opinion is just a better platform.
It has better integration. It does more things. It works with basically every platform in the world, out there, every time it has new features, it seems to be leading the way on those new features and even things like you can send out an email like 10:00 AM and it's 10:00 AM on the East coast and it's 10:00 AM on the West coast.
It'll just delay things. Like, I just think that's fantastic. So. we moved everything over to MailChimp and that was a tough decision because we have been friends with constant contact for a long time. I used them for like 15 years. but it was just time to make a switch. And so we've recently gone to MailChimp.
That doesn't mean that if you are in constant contact, you should switch bottom line is if your platform is delivering for you. That's great. And that's the only thing you really need to worry about that. All right. what is the most successful type of offers for getting emails? Nicole, that's a great question.
The answer, unfortunately, is it depends. If you want to follow up and let me know what your business is, Nicole, I might be able to suggest some solutions for you. but I like for flight, I've discovered that webinars and the popup window that promotes the webinar. That is the best way of us gathering names.
We also do some paid Facebook ads to drive traffic for the webinars, but for straight up emails and getting emails, the webinars themselves, and the popup window on that, on the website have made the biggest difference. Also, when I speak at events, I usually try and have some sort of value out of the events that you can only get by giving me your business card.
And I let people know that they're going to be added to our email list and that's worked really well for me. So if I'm doing a presentation. I, I have that cheat sheet in my virtual back pocket. And I mentioned at the end, I say, I'll click business cards. And then I just have somebody in my office that all of that information to work day basis, along with other email too.
Now these days would be matching.
All right. Are there any other questions right now? I'm not seeing any, I think I've answered all the ones that I saw here. I'll stick on for, Here's a good follow up question. Where do you keep your context? So obviously if somebody signs up for a mailing list, it goes to MailChimp. And if we were ever to move to mail from MailChimp to another platform, we would just be able to export that, you know, us and then import it into MailChimp.
That's what we did recently. When we took our list from constant contact, export it and imported it into MailChimp for our local database. We are currently using a program called high rise. Although, interestingly enough, right after this webinar, I'm actually talking to Steph Nissen, who is a agnostic CRM expert.
And we're going to be talking about possibly finding a new platform for us or sticking with Highrise. If you're interested in CRMs, which is a customer relationship management. application. I actually interviewed staff on my agents of change podcast in the last couple of months. So if you go to the agents of change.com and search for staff or scroll backwards with podcast episodes, you should be able to find that episode.
And that might be very informative as well. Sorry, the question is, can you talk about how frequently emails should be set? Again, it depends. I will say a month is the longest time that somebody should have to wait for an email newsletter from you anything more than a month. Cause I know some people were like, Oh, I don't want to bother people.
I'm only gonna send it out once a quarter or once every six months, they're going to forget about you. And when that email comes in, the best case scenarios are going with the weekly email, but more likely than not, they're going to unsubscribe or just hit the spam email because they don't even remember signing up for your email list.
Yes. If you do it more often, more people would subscribe, but that's okay. You want people who are on your list, who are actually interested in what you have to say or what you have to sell. So it's okay. If people move on, maybe you've gone past what they cannot, what you can offer them, or they move past you.
Whatever the case may be. we're sending our email newsletters out about every two weeks, but then we're also doing email blast for specific events, such as a webinar. we mentioned the webinars in our events, but if we're promoting something, you might just do a stand alone blast, as opposed to just our biweekly newsletter.
And again, you know, I showed the living social. They send out at least one email a day, which is aggravating, but the bottom line is I haven't unsubscribed because there may be a good offer.
Oh, like, I am not seeing anything else come in. If you guys have any more questions, please feel free to leave them here or just follow up the email again in the next day. Next few days, we'll send out a link where you can watch the webinar, online. If you missed anything. But, other than that, this has been great.
Thank you so much, everybody for hanging out with me and we've got more great webinars coming up next month and they do want on podcasting. what does my welcome email say? You're going to have to subscribe to find out. I will say that I just reread my email, a welcome message, which might have to change, but I'm square.
I laughed out loud when I read it. So I guess you don't have to subscribe to find out. Alright, thanks everybody. Have a great day and I'll talk to you soon.