so i want to jump right in knowing that we've got nonprofits we've got people that are focused more on like the end consumer we've got businesses that are trying to sell the businesses we've got people that are just trying to figure out where to start in the first place and then it sounds like quite a few of you already have a strategy and you're wondering ha i'm sending out an e mail but it doesn't seem to be doing much what can i do to improve my strategy as a whole so let's take a look here at just a couple of top our marketing trends and if i get really good at this we can probably make it big years from now so as we kind of consider where we're going to go i want you to have a mine done some of the trends that are out there right now so interactive e mails are really big right now and the the usefulness of them is going to continue to grow and i want you to think of an interactive email as something where it's personalized to me it's requiring an interaction that's specific to where i am out in the customer journey or the sales funnel or maybe the client funnel if we want to give it that way so emails that are specific and interactive i think those are going to be really interesting  big data so e mails and say hey you are no longer cutting it if you're sending out an e mail that says hey you guys you might as well just stop people expect an email to be customized hi tim how are you so videos penetrating everything that we do facebook linked in yada yada yada video is super powerful why would we not use it in email so as you're kind of thinking through that next e mail you might send i want you to consider the possibility of making it into a video instead are nonprofit twenty years we did a video update through email this christmas it was not a five thousand dollars video it was a webcam do three shots make it look as good as possible simple video and we got great results from it automated emails are going to talk a lot about this and i'm going or the last few days i don't care about too much so what is it what is it that you can do to start growing your list in the first place well we're going to get to that and because of the fact that growing your list is so important there's a couple of trends that i want you to know about  how many of you have ever heard of ad words on google facebook as i'm sure you all have heard or seen those as well the e mail lists that we're building whether it's a hundred a thousand or a hundred thousand could be used to reach those same people on ad words and facebook as well as a lot of other platforms so i can go to ad words and i can say hey i have a thousand people that have bought everything that i've ever sold and i know they're great customers and i can upload that list of e mails to add words and say hey go find these guys and girls and show them ads on your channel based on their email i could do the same thing  an audience directly to facebook and say hey here are ten thousand people who have purchased from us i want you to find them based on their mail address which is a little bit creepy to some of you're going to go home and change your facebook e mail address which i understand but bottom line we could find the people on our new malice in a lot of other digital channels and that is a huge trend that is one of the reasons that e mail is growing not declining and then just a couple board points here so bulk email marketing if your e mail strategy today and there's there's nothing to be ashamed about with this but if your e mail strategy today is we have three thousand people on our lists and we send them all the once a month that's dead that doesn't work anymore so both email marketing is dead it's dying e mail marketing as a whole is going to heat growing for some of the reasons that we've just talked about small businesses so a lot of you in this room are in a small business or a nonprofit which i think counts as well i don't think you're going to be able to compete in the you know marketing space if you don't have a platform like a mail ship or a constant contact you really have to go down that road and you need something that includes automation what you're going to come back to and i think you're going to get really excited about what that means and then c r m we're going to talk a lot about c r m later on too but if you don't have c r m integrations happening you're going to be a trouble and if you're sitting here today and you're thinking but what about face to face how old are you when how many emails do you read a day outside of work all that seems like a bomb or what are we here for what if our clients or our customers are prospects or face age while everything that we're going to talk about today can be repurposed or reconsidered as text message marketing and i know faith opens or taps messages and it can also be repurposed as messenger marketing which is broadly defined as automated marketing done through tools like facebook messenger so there are talking about high level today can absolutely apply to tap messaging and micro messages on messaging platforms for you and me ok was jump right in then tell module one so you've got a mass on your hands some of you a larger mess than others you walk into your room and man there are jews and shirts and things thrown all over the place that is probably the state for many of us of our email list so this is important to discuss a lot of you talked about i want to build my list on a building grow my list i love that you said that because it takes the same amount of effort to e mail ten people as it does a couple of thousand or ten thousand for the same button that i had to click that is the beauty of you know marketing so building your wits is not necessarily spawns or something that we want all think about all the time but it's really critical that we stop and actually think about so i'm going to break this a discrete different components here and our goal if we had an orange in our hand we want to squeeze out every single last drop of o j so well start by gathering all of our shoes into a pile all of our emails into a pile and colleen i'm not picking on you guys on purpose  so i'm going to start with your web site this so right up to the top of the west coast chambers website it says to register for a walk in e mail sherry this sort of approach is really  common how many of you and you don't to raise your hand but they can your mind for seconds at the top right corner of the bottom of your website has an email address where i could just click and i can set most of us probably do i would argue that is not the ideal way to do things what we want to do is we want to start forcing everyone on our website fru and email marketing funnel and we can't do that if people can just type in our email address  sure we're not going to hide so sheri's email address there's nothing wrong with it being number site somewhere by all means we want people to be able to contact us but for the most part our call the action opportunities we want to push them through a contact form and that's not too complicated to do so here's an example of what that might look like we've all seen a contest form none of these are unfamiliar so on this website  this is one of our clients so i picked it just because it was in memory if i click and i want to email andy and i click on the bonnet doesn't open up my g mail browser it doesn't open up outlook instead  to that contact form and andy's name will be selected and it will be automatically going to him so the value of that is that i'm always capturing i'm always capturing the email and the way that they came through because i might have some hidden fields on here i might want to know what page did they come off of what sort of inventory were they looking at in this instance it was used so use would be more  they want you to reply whether you do that via an automation in mail chance or by me only writing outside in e mails that you send everybody they could care less so yes we do need to consider opt in i'm a come back to that a little bit but that little button that we put everywhere i would challenge you to think about we're that really belong right and i'm going to subscribe you to it e mail newsletter can i just e mail you later after i've already created value  or is the contact form the right place to put that i'm not saying there's a one size fits all and that you don't need an opt in but i want to challenge you guys to think about that a little bit differently bottom line if i email you of course i opted into you e mailing me back have i asked that into you sending me thirty e mails a day oh gosh now but i don't have to opt in to that because if you do it i'm just going to block you so i want you to start with your website another place you could squeeze contacts out of is linked in and again on the opt in no just because i followed you on linked in does not mean that i want to be part of your weekly e mail newsletter with content that i could have found on google so yes go ahead and start with exploiting the linked in but you can imagine if this is a route you say can you have three thousand contacts a lot of times i work with business owners who are fifty five years old they've been in this is for twenty five thirty years they go only thing they have seven thousand times x people who know them pretty well our first e mail is not this month's email newsletter is blah blah blah blah blah blah blah you know our first e mail is hey i'm going to start this new thing and here's what it's going to consist of and here's why i think you might be interested in are you interested so i'm asking them for permission at that time but imagine if you problem that means that you've been using leads in poorly and nothing here is going to solve that in the first place on a similar know your address books again if you're starting from zero or a hundred gosh go through all of your address books if you're on gene now give your organization ip person a high five because it's pretty easy to do on g mail you can just sink them all out if you have an admin account you can even do it in bulk if you're on outlook or something else it can be done sit down with everyone on the team export their emails create a combined list against their first email is not a one hundred dollars off your next purchase it's asking them t we're giving them the opportunity to opt in if you have a point of sale system of any kind even if that's just i have an event and i sit here with my square and i take tickets that way business to business so our tax friends in the room definitely listen up here in way see when i invoice you if i'm going to do electronically what i need your e mail the e mail someone at organization there's another opportunity to build your email list and if you're looking at all these and you're going i will begin your losses are going to help me you could build an e mail list from scratch so here's a tool that face and i've been playing with and getting a lot of results i'm called find that lead dot com don't worry i will send that a list of links afterwards but this tool is one of many that makes it easy for me to find people based on within fifty miles that have the word marketing in their job title and we pulled all the email lists off of the internet and into mansion so just because you don't have a lesson i mean you can't build one there's also that tried and so there are other ways to collect emails that those are just a handful that we've used before you've got your email look they've got five hundred thousand five thousand next year how to organize them you got a folder sort of by color how we do it in my house so what people often don't realize or they don't think about is that our our headers are for using our excel sheet because that's what a lot of e mail marketing start says and starts as an excel sheet somewhere so if you don't like excel you're not going to love email marketing you're going to get really good at excel to succeed at what we're talking about anyway as our headers here they all matter because they are going to be how i can organize things by so if i don't have a company that i can't organize people by their company name on this example i don't have a female or male so if i wanted to send an email to all of the men on my list i would be a solo i can't do that so we need to think from the very beginning what is it that we're going to collect based on what it is we think we might want to do so sure you don't have a twenty page strategy in mind right now but you need to already start thinking how am i going to organize people how am i going to segment my groups into different little audiences so as the very least i would encourage everyone in this room to have at least two two groups of people on their e mail us ok you've maybe thought a little bit about how you're organizing things you've spent a bunch of time filling in first names or maybe you're like me everybody had a full name and you realize you wanted to be able to say first name to be a little bit more wrong you need to clean every list before you send it through and there are a long list of reasons for this one mail ship is very very finicky and aggressive when it comes to who you should and should not be adding to it if you don't scrub that we're going to show you in just a second how to do that if you don't scrub your email list with all the invalid emails you're going to get kicked right back out rack i tried just last week i forgot the step and i got a nice little message congratulations you have to under your three thousand less import go clean it and come back to a place like that that's what i heard so how do we take our linked in list or our c s b of customers to sign up for invoices whatever it might be how do we clean that there are probably about five six dozen of these tools out there where you can upload and email us and will automatically validate all of the emails on it and tell you who's good and who's bad this is one of my favorites and certainly not the only one out there all of these work the same way they're going to charge you ten twenty five cents an e mail you're going to upload your list of a thousand or two thousand it's going to to think for a bit and it's going to spit back out a file that you can download and it's going to say these are the emails that are good and then all these other emails are either as a really bad or be questionable and i always go for the ones that are really good everything else i discard because i want to have quality not quantity so if you're sitting in this room today and he says i if i could just go from a thousand to ten thousand my whole email marketing through solution would be in place that's not true if your lists us then everything you do is not going to perform very well so get rid of the balance is painful especially if you've been doing it for a year or two and you take this step we did this we do it a least once or twice a year because everyone changes the e mails they change their jobs yes yes yes you got it just also especially if you're know you always want to think about the quality of where you started so if you're not sure how good you are one thing contact list is this will tell you right away because it will spit out all the bad email and it's painstaking but i compare it to my existing list and if there are people on there that i know are opening in all the time then i keep them on there so i mainly override the choice presented never bounce i think is a little bit less aggressive and out of allocation but they all use the same basic principles so yeah are you are at risk of losing a small percentage of people that were actually good yes so you can either mean you only comb and spend a lot of time and energy or you could be lazy like me and just say oh i'd rather lose ten people than spend an hour and a half keeping them and i'd rather just get it over with but that doesn't mean that's the right way to do it if you have a huge list so there's no way you're going to mean you're a soldier this is not going to happen all right so next you've got your e mail if you're ready to get on the plane why into the email marketing horizon what's off about some onboard and stuff so first of all as you're getting on that plane maybe you're going in the right direction here you go it's hard to get anywhere if you don't know where you're going right so i want to give you kind of a t we're going to look at mail chad today i am not endorsing manicamp as the only platform to use there are literally dozens of them out there if you are in a more complicated email marketing space something like marchetto could even be a really good idea i don't love constant contact so sorry not of your had would you be willing to share just a thought or two as someone who has used it why don't you love con yeah yeah yeah i don't well consequence out for a couple reasons design the u i is one of them for sure i just don't think that if you look at them as a platform that they're keeping up with the industry very well they've spent more time on advertising it seems like you know good for them there's nothing wrong with consequent asked if you have five hundred or a thousand or two thousand people there your first step when you go home is oh tim didn't like announce a contest don't listen to me that closely keep doing what you're doing but just know that it's probably not going to serve you in the end the next two years as well as it could so some basic rules here and we got into this a little bit earlier with our question right  got to have permission so emailing thirty thousand people seventy times a week that we've never asked for permission email not not ok that said as we mentioned permission can be obtained sometimes in the first or second email and there's a camera rolling but there are always exceptions to all rules right and i'll show you one or two today and you can judge me that i do something wrong i'll let you decide don't be misleading a lot of you talk about open rents one of the biggest culprits in bad open race is misleading or i tried too hard to think about this email subject lines  things that would change your life we've all seen the quick pace it's prevailing in email marketing as well it doesn't work and if it does your customers are really stupid a clear opt out option at the bottom of ours we have of a button that says could carry the unsubscribe instantly and forever and there's a reality no matter how hard i try to model what i do i may accidentally send something to someone who didn't want  someone who said they didn't want to be emailed i hope that doesn't have to be a rule but something to keep in mind mail ship won't even let you email someone that you are not supposed to email so most platforms once i opt out it is literally impossible to send me email again unless you create a new account which creates all sorts of fun problems sometimes so let's take a quick look here at mail ship and i'm actually just gonna walk you through our account now i'm not showing you our account because we are the best in the world at e mail marketing and you should copy everything we do i'm more showing it to you because i can do so legally without fear of repercussions but i want you to take a quick tour so there's the campaigns tab this is where most of you probably live in constant contact it's called they called campaigns a couple different things they get a little bit more specific is it a coupon campaign or is it up an event campaign but they're all really the same say a campaign e mail is triggered by you you go in and you say oh it's the thirty s i want to send out tomorrow i'm going to schedule this e mail for tomorrow at three thirty and here's how i'm going to send it to in no way shape or form is this automated right so this is where a lot of you spend some time and i'll show you again knowing that this is not the best example in the world are better things out there i'm sure but here's the last e mail we set out our e mail newsletter strategy at this point if you want to call it that really simple invitation to events once a quarter why do i not send you more often than that you  ask because a lot of our business owners or excuse me a lot of our customers are business owners and there's nothing a business owners hate more than being invited to tons of marketing events that they don't want to go to so in the future we should segment our west and have the people that are really interested in events and the people that are less interested in on that so that we could structure our strategy a little bit better but for now we haven't gotten there yet so we have one quarter going now it's really simple and we'll talk about the autonomy of a good team now in just a little bit but pretty straightforward come to these events if you want we hope you're doing a lot this is not what i get excited about i don't get excited about campaigns they're mean annual i have to think about them i have to create them every single time i want them how many of you are in the automations path there and if you have an email sequence here that's what you have in this room and we'll get back to automation zero but i want to have a two or three automation email in in them already they just don't know if i email you from your website asking for more information about what you do and automat automatically sends the first email how does this is shawna here's a picture of me at the bottom i didn't really son this but it looks like i did which is great here's everything you need to know to get started three days later how do you know this is shawn just following up give me a call if you want three weeks later in the show i'm going to leave you alone now because i'm not an annoying salesperson here's a list of all of our events if you want to subscribe to our e mail newsletter go ahead and reply to this email an option is we all email marketing automation sequence in our head those are the emails that you send out all the time that you have templated if you're like me a year or two ago you have of saving like a word doc because you're sick of typing them up so this is where we often are this is where we want to get and we're going to get there today together in a tween there we've got templates appreciate forward one of the things i like about mount chip is you can pay a designer or developer to get in here and customize the template for you the other thing i like about mal's it does you don't have to a one column e mail template is pretty easy to create all you need is someone that can make it email h and change a couple of colors lists you'll notice there are only there's only wind if you in mail ship are consequently asked which is really bad at encouraging this if you have seven less and you don't have more than ten thousand customers you're doing it wrong one of the easiest areas to make a mistake here is having too many less we want everyone on one maybe two less and the reason for that is if i unsubscribe and then you email me from another list because i didn't subscribe i'm going to suddenly start seeing right we want all of our contacts for the most part to be on one list there are maybe a couple of you in here who could justify having two but probably not many what we often think of as lists should actually be segments or groups within our lists so we can organize is it a soccer team or a football team is it a man or is it all woman all those are groups underneath the parent list we don't want to have a bunch going on here there should be one or two of these that month how many of you have a go ahead hundred twenty mil contacts and they had ten lists and the first thing we did was a merger of all the other and one less without losing any data as about our past if you have a couple of lists and you double check and you click on the buttons a little option valuable one of the things i like about most of the mail platforms e mail platforms out there these days they do a pretty good job of simplifying use a lot of you talked about open rates i don't really care about open rates i care about click because that's an action that someone chokes right over race of course i pay attention and overstating for the sake of making a point of course i pay attention to operate there is an indicator if i send out an email and i get a five percent opening that indicates i probably centered at the wrong time my list maybe doesn't care about me in the first place or my least used to care about me and i've exhausted them because all i do is talk about myself click through rates is a lot more interesting because they're taking the action that i want them to take action is where i like to live so sure looking at your reports on a ongoing basis is really valuable not least let such a look at where we're going to get today the automation tab melchett most of these platforms by now have really streamline the process of building your first automation i'm going to show you all one of ours just so that you can see it because it will be good to have it on your mind later on when we start making yours so on our site right now we have a bunch of advertising pushing to a page and on that page it says download our digital marketing on it and your e mails to get the p d f or the ebook or whatever we want to call it so this is just a sequence of emails and you can see it just started it's only been thirty two in there so far so the says happy did you get that other e mail so maybe we even take this to the point where we talk to my business and this goes to the people that didn't open the first e mail harry you didn't open the first e mail did i get stuck in your spam folder oh gosh i hope not then a couple days later one day to be exact in the sequence they get another email and we start trying to push them down the funnel that's the whole of this automation that's certainly not the goal of every automation so suddenly we start trying to push you down hey here's some more things to think about as you're reading over that product here are some action steps that you could take and then at the very very hands all the sudden we start pushing from the automation tab back into the campaign staff so you can book a call or you can subscribe to our e mail newsletter we're going to we're going to leave you alone now we've run this course together and we're going to move on so automations usually end up jumping back into the campaign south when it comes to strategies and i will try to come back to that in detail but i want you to have all this on your mind yeah so everyone that comes through one of my lead forms or through any of our different funnels once they've gone through that nurturing process and i've gotten to the point where it doesn't make sense to email them anymore i put them into kind of our general mouth bucket so now maybe before we were talking to them about a specific library that hey it's three days away are you going to come  signed up yes heyst is two is the way you signed up here's everything you need to know hey it's one day away there's still a spot left call your mom and power to come after the actual event now i move into campaigns hey here's our e mail newsletter you've gone to one of our events here's a list of all the events we have happening for free that would interest you this week and that's going to start as kind of a broad for all of you is going to be brought in first and then you're going to narrow it down what about the people that went to the events for kids they should get events that are just for kids what about the people that went to events where there were no kids well they're going to get a different set of invites so anytime you want subscribe from an e mail newsletter or campaign from someone else i want you to positing why are you on subscribe a lot of the time it's because it's not targeted to you and it's too frequent there's nothing worse especially if you're under the age of thirty five there's nothing worse than too many email i will block you i will unsubscribe from you i will do we you from my life if you send me too many emails in a week it doesn't matter if you're god i still don't want to hear from you that often so we've got to be really careful to provide value and to not do it at a frequency that turns off our audience good good question i know if i had answer i just got excited and started talking about any other questions we we could get way more in the weeds with how melcher that actually works and we're going to come back to some of that but i want to focus first on kind of the strategy of themes instead of just mechanics just because i don't want this to be a three hour tauriel on how to use a male chimp especially if he's confidant that that would be kind of a bummer for you but any other questions about kind of on boarding and things you need to know as you get into the program in the first place ok i will take your silence to mean that you don't have any questions and you will continue on even if that's not true so we took a little tour of the cabin there so i forgot to show you that great slide that's too bad you're going to start when you go home you're going to send your first e mail or your first new e mail how do you make sure it looks great right that dog with a suitcase i don't know who he is or where he is going or how much money his owner spends on him but he looks good how do we make our e mails look good in fact how do we make them work excellent again i'm going to show you something that is not an example larry idea i want you to have something that's obtainable we tend to stick to one common email templ guys are designers up whenever i see an e mail template that doesn't look right in my inbox there is a ninety nine percent chance that someone tried to do a two column or some sort of complicated there's a box here and a coupon here and a link here email template do one column e mail template unless you have the confidence the skill set and the team to make sure that something different than that will work one column is the way to go it works on mobile it's pretty much failsafe on mobile and that's one of the big problems we see out there even people who are really good at design what they'll do is they'll get in the mail ship and they'll say i don't know code and i don't really understand this program but there's a button that will let me insert a picture so i'm going to make one thousand high by six hundred y piece of artwork on my computer and then upload it and i'm going to wonder why is nobody clicking on the say i see it happen all the time do it one column simple e mail up here you can't see it but it says you're invited so let's do a quick walk through what's the autonomy of a good e mail that's going to get attention and action simple to the point yes absolutely amber and this up here is something that we often forget this is the preview text every e mail program by now has this built into the template that it gives you and this is what shows up in the subject line so it really matters you know when you have in your e mail a subject line and then next to it there's that little preview text and you can see what it is that nel says without even open it this is what goes next to that so you want to make sure it's good ok so here we've got a merge tag we took the time to clean and organize our list so we can actually call people by their first name which is appropriate for our audience and we wrote out dear no no one is stupid most all of us by now know that this is it magic but take the time to do it anyways it still adds a nice touch if we think back to the email marketing newsletter strategies of yesteryear this is what i often would see an entire year male newsletter with seven blog posts and i would just sc oldskool score scroll school that doesn't work so this format here's information in a paragraph if you want the seven paragraph version click here to go to our website has a couple of benefits all at one time first of all i could i could see it really quickly just like email or just like newspaper headlines right i could scroll with my eyes second of all i'm pushing them to my site because the goal of email is often to get someone on my own site so you can imagine real easily here if you have two three blog posts instead of taking all three of your blog posts and putting them in an email and hoping for the best you do a one paragraph read more one paragraph read more this is a this is a strategy that the chamber i believe has started her point because they have so many events right and they listed out every detail of every event you never be able to finish reading see not just who clicked but who clicked on which event suddenly i know who is interested in what piece of what i'm doing or on my three blog posts i know that the one about cats is doing better than the one about dogs i'm sure warry would be dismayed by that but that's ok so here's your header really simple six hundred ys to three hundred tall not rocket science it's consistent we don't change it every single time we talk about one c mn and here is here is a simple list symbolises mistakes to make and even in this email i think we're kind of pushing the limit a little bit we have basically three whole actions in this email three different ways that you can go do and that's ok to make such for the format and for the audience yada yada but most of the time most of the time and email that has wine call to action is the best possible way to send an email because there's only one thing i can do and i'm either going to do it and you're going to succeed or i'm not going to do it and you will have failed and you have to move on to another topic so and e mail that has one o does really well i could try to rejigger my eyes and say well there's they're all different events but events are on objective ok but we see so many people that send out e mails and it's sign up for the free trial in grab the dumbell but also download this power point if you want to do that putting too many options in front of people is like a toothpaste style it just paralyzes us we don't want to know that there are seven things we could do we just want to be told this is what you should do  going i succeeded it's a mail ship so you can use and the reason i bring this up you can use email templates that are intended literally designed to look like they didn't come from i sent this out again faith and i were having a fun little project the other week we sent this out to our less that we use for financially it of about five hundred people i designed it to literally look like it was from my do now count you can't see it but at the very bottom there's a button that says not interested in future invitations click here i got probably about a twenty percent  now part of that goes of course to the audience it is a good list part of that goes to the subject line sure but at the end of the day i think a lot of it comes back to the fact that it looked like it was just an email and i got a lot of people that hate him wow oh that's right you know or if it was someone just spending a lot of time so this strategy or tactics depending on how you want to think of it could be deployed in unique situations with good results yes yes yep yep yep yep now that's a good way to spot them yeah so if it's a bad listen you never talk to before you'll probably end up in the promotions tab that sees a promotion staff was released as a bad day for all email marketers but it is harder than ever before to get in someone's inbox to the tab that they had to get up but this got around it because i got a lot of open so sure yeah business to business prospect and now i am not selling in this email i am inviting someone to something that's free and that quite literally applies to them based on the job title i know they have this claim or the emails that you see that are hollow this is someone from india i saw on your site you offer services that you know those e mails don't work of course they don't they could use this exact same format and they would fail i get them all the time but anything that prospects you related event related there's really not a limit to where this could work what i would challenge you to do is to kind of close your eyes and think about if i yeah yeah so there's there's a man you approach that's one way to do it if your list is too big for that you've got to find a way to basically get them to really opt into your list in the same moment that they give you their first  broad strokes hey there's ten thousand of you on this list we're offering a new blah blah blah that will give you all sorts of value in order to get that you just need to sign up here first name last name required they're still on your list than i have that information so that's that's a dozen ways to do it that scales larger right so we have a client that was trying to figure out what's of the two categories there are one hundred thousand emails that into we had to come up with a reason the email them that would also give them value by getting them to provide us information that included what we are missing so it's it's definitely doable but if you only got five hundred or a thousand you can do it meaning you could dig and of course you can only send out an e mail hey i don't know your first name anymore but that doesn't work so all right people people think oddly about that so to get into some strategies here because in just a little bit you and the wonderful people at your table that you've known for a least twenty or thirty minutes now are going to break out into a strategy session and we're actually going to try to create a working email strategy specific to your company so before we do that let's talk about two different e mail marketing strategies from a ten thousand foot view the first one  to look at is a lead magnet strategy this often is supported in business to business situations it works well for nonprofits that are trying to mean we collect people for advance or fundraise it doesn't always lean towards the readers see but already show you a couple of examples where it actually works for retail as well so the basic premise here well before we do that sometimes this is called a conte upgrade and sometimes it's called an e mail drip just like everything else in marketing we like to have a lease for or different names to keep you guys on your toes in both constant contact and  referred to as an automation which is why i talked about that automation tap ok so big picture year i want all of you to think about the fact they need to stop selling and instead you want to start helping people lead magnets are part of a philosophy that most of you have heard about now called contact marketing and the idea here is really straightforward stop pitching me and start providing need value so that i raise my hand and asked to give you my money this is a longer play sometimes so we don't deploy a lead magnet strategy and usually see money come in the next day usually a lead magnet is part of getting someone into our ecosystem in the first place it goes directly towards us goal of building your list so of all the stuff we talked about in the beginning seem to fall short for you and maybe it will this is where you go next so how do we do this what does this even look like we've all seen it by now a million times here's an example so shock list for launching your site now if you are in their target audience which you probably are your other site for more than a minute in that content is appealing to you you are probably going to least consider giving them your why did you sign up bottom line because it was solving a problem for you you had a problem you didn't know as much as you wanted to know and it solved that problem for you how about someone who has seen one of these smiled and xed out of it why did you do it yes yes yes and i'm so glad you said that because sign up for our email list is not a lead man it's an antiquated doesn't water approach that will fail i don't care about your email list unless you give me something immediately that will validate the fact that i should be on so if all you have on your website and don't worry we've done it to you is a sign or for our email newsletter that doesn't work that is not a lead mag a lead magnet says you have a problem you're in our target audience we have a solution that is specific to you that you can't find by just  googling and i bring up that last example because the other day i was talking to a real estate agent friend of mine and on her site i got really saved because she had some rebalance but then i got really disappointed because they were they were terrible events they were content for example if i can google the exact headline of your lead bagnet and find literally fifty other things just like it that had the exact same content on it that is not a lead mag so it's not one that's to work we need to provide value we need to solve a problem so here's another example outline of what it is i'm going to get and in this one it looks like this is recipes and getting an entire recipe collection that's kind of exciting so maybe i'm on pinterest and i go through a site and instead of asking me to sign up for their email lists it says hey you're late cake you today another thing you'll notice with all of us first name e mail first name e mail not first name e mail reason for existing beliefs about the future of the world  want to keep our our input as short as possible that said there is certainly a time in a place for organization title right those are not out of place by any means there has to be an exchange  is a swap of money it's just a different kind of currency so if you're giving me something really valuable and i mean your target audience maybe you're solving tax questions for twenty  that every business owner needs to answer before it's too late maybe you have a two page document or something with stuff i haven't seen before if i'm not willing to give you the name of my organization then i'm probably not in your target audience so we always have kind of a conundrum here the more information we collect the more qualified they are so it's kind of like a faucet if we turn this on and it's just knowledge us and we start getting lots of people that we know we don't want to talk to are going to come through but also the more qualified they're going to be because we will of the required more information so a couple of ideas here for a lead magnus one any mention of webinars that you signed up for that's awesome checklist website the other day and if i gave them my email and phone number and a couple of other things i could go from just seen the first chapter to watching the trailer to getting an exclusive read by side guide and all sorts of other stuff that i didn't have access to until i upgrade it so sometimes you'll hear that called a content upgrade you're seeing a but if you give us your email we'll send you b c and d as well so that's how all the harry potter fans got caught up we all couldn't resist what j k was going to give us on our site and suddenly she could leave amazon she does such a good job white paper would totally fall into that list as well and you hear all this is called different means but at the end of the day it's about figuring out a what's going to provide value and b what format or cadence should we use to get people to take the action we want so for example we have a social or a digital media marketing audit clearly i know what it's called we tried that first doing that as just a web site that didn't work as well so then we started doing facebook ads where you could download an e book which is really just a p d f right and if that doesn't work we'll probably take the same content and recreate it into a video and see if people are willing to give us their contact information in exchange for that so there is no one size fits all you're going to have to have spearman and see what it is that works with your audience questions about read magnets so far this is so important if you only get one thing today i want to get this in the questions about how this works ok i'll be calling you all later to make sure that's true so i want you to picture for a second what is he now automation or drip campaign could look like and this is super high level but it will give you the idea so as your customer earth e mail subscriber have an option did i do what you wanted me to do or did i not do what she wanted me to do and every time i make that decision you are going to make your decisions based upon that so you can see here in this illustration if i opened or clicked on that e mail you sent me down one path and you give me the next thing and if i didn't then you send me down a different path and says hey did you get  you not want to do this in more pay are you busy and then at that stage again today open that email yes they do what you wanted them to yesterday not do what you wanted them to oh now we've got to stand them down a different path and by all means if after the fifth or sixth e mail they haven't done what you wanted them to do we're probably going to put them in a different bucket right we're not going to beat beat a dead funnel as a whole yourself formals the whole should be doing the same thing hey did you do it you wanted me to do here now we're going to show you facebook at eight did you do what we wanted you to do here no oh we're going to show you another facebook ad that pushes you down that bomb this is squeezing people that take the next action i don't know if squeezy in this the nice words but are they so how many of you have something really basic that does that if i did say i get a and if i did b i get the anybody have the answer ok nobody ok you are manually so you're this will be a little bit briefer but this is not so much content right this is basically what's often a financial incentive and we're all used to this by now a qui tiptoes no no no it's home and company homan company has one of the best coupon and rewards related email marketing strategies i've ever seen for a local business and they really have on their v i p left so you only get their exclusive offers i think a saturday morning they used to do it i don't know if that's still when they do it you only get their exclusive offer if you're on their email list and if you're not on an email list you don't get their and they would literally have and i don't know if they still do but they literally have a line out the door on saturday mornings because that's when they did this it was from eight a m to twelve p m and they had a you know whatever however many thousand people in the west and there are no drove sales using this sort of strategy so what is this was like the lottery one loves a great deal everyone loves to save some money especially this community for just a couple of examples here it could be a discount at checkout i have the book in my shopping cart and if i give you my e mail where i create a shopping account all of a sudden i get two dollars off how many of you have seen that before i know some of you are just tired and that's ok you have you probably seen that before it could be sign up for our exclusive special offers and again brought language isn't going to cut it here to get me to take an action so this is a pop up on your site that says sign up for our weekly specials where you get ten to twenty dollars worth of coupons in your inbox every single week that's the difference in language between stuff to offer that i'm probably not going to care about and something very specific that i can connect to a book about a bobo i think that the bogo although there could be there could be a new tactic out there called by one by one that's really beneficial to me the business owner so i like that but yeah so a bogo people love the bogo so if you're buying this if you give me your email you can get another one for free and again this isn't just on digital this is a point of sale hey you're coming to this workshop we're going to be great if colleen and i had taken the time to say hey if you sign up for this workshop and then you give us your friends now you both get half off pogo or bobo obo so this is offline to all of these can also happen offline as well five dollars off your next order i don't like work maybe for baby boomers they have more patience there were out so who promo calls and hoover will come here just a second so here's another tactic i love  resubscribe now this is called a reactivation campaign you've got a thousand people that haven't subscribed what are you going to do to get them that clearly you weren't giving them enough value so you need to go back to them with a special increase in senate and t goes off i don't know how i would do it but maybe you would and oh so that's a reactivation e mail which is different than an ounce of traps they haven't technically unsubscribe they just haven't opened in the mail in the last seven months or responded or clicked on an email in the last seven months so you could do that because they a technically unsubscribed an order to do that with someone who had truly unsubscribe you would have to do it through your own personal account which would be interesting and adventurous but doable or you have to be really sneaky in you have to open up a second mail ship account and send a reactivation email that way both of which are not ideal but if you've got enough people to justify it by all means do it so coming over to second what about this one you've all got me aband imagine again you are signing up for this event you change your mind he's out on kind of looks kind of silly and then you got an email saying hey i want to go here's ten bucks it's going to be great people who have a band in a shopping cart are literally the closest you can be to bind without taking the action so to leave them in the dust is just silly and then of course there's uber i switched to lift and i switched to lift because list also did a promo code serious through email and i netted twenty or thirty bucks so i gave up and i went to left and said i have no loyalty to brands i have loyalty to offers so i jumped the ship but this can work really well too and you see a lot of  sometimes this is used like a referral strategy ok who do the press so in this picture you can see they're all excited and they're working together this is the part i promised you would have to do so we're going to work out our tables and i'm going to let you guys decide how you want to do it you can either each work on your own company which i would encourage you to and then kind of talk to each other about what you're doing and use each other as a resource or if there's one of you who feels like a rock star in two of you who feel like you're you're still wakin up you can pick one person's company and all get in on that together but yours is going to be really good it's going to be really good to make that work so your goal is to create a draft of an e mail marketing strategy that could work for your organization now we've got you know how good our forty minutes here so is this going to be a ten page document now i wanted to be the something that you can truly leave here today with and go take action on so if you were not  o work you might want to sneak out because this is going to be a working session you have six specific questions that you are trying to answer and if you answer more than that then you'll get a super  a one what group are you sending it so we're trying to get beyond just sending it to our whole list what group are we sending it to is that manners that women as a people with kids are with up is it our business owners or marketing people you decide how you want to break it up but in an ideal scenario what group are you sending us you is this a lead magnet or a coupon so again ten thousand foot view we can or broke it into two different sections for those strategies what's what are you doing are you delivering a trying time or are you delivering the financial incentive ok and then number three was specifically are you going to send starting with your first e mail what are you going to send you don't have to write out the whole you now if you're really into writing go for it but an outline what is the going to say and look like and what is a call to action that you're trying to get me to tape number four how are you going to collapse your e mail addresses maybe you already have them when for you maybe you don't what are you going to do to get more addresses before you send this guy out number five create a map of at least three now that are going to come after that first e mail so i  paint a picture here we're trying to get away from just the we're saying a campaign and more into let's do this on a promise that we're building an automation so office i got a ten hour coupon what do i get next and then what do i get after that and then what do i get relief later and then of course i want you to find your frequency this is a big one are you sending me one you know a week you send me to email a week the interesting thing to is that frequency and open rates are negatively correlated the more you send to me for the most part the last likely i am to keep operating so we've got to really care for frequency that said there are certain scenarios for example if i sign up for an online course or i expect a lot of the manse i kind of would be upset if i do get a high frequency of email so there is no one size fits all there but define your frequency so that you have something to think about the answers to that question that that you have people either eg told you accidentally by what they ate dinner did not open inside of mail ten there's one way to get people or  specifically a league manager is not necessarily a pitch so the moment when you ask someone out on a date rape you usually i don't know how it works for you guys but don't know about and you know it creates value that is not necessarily related specifically to that great so that we are sound which is you as an expert on what you're doing but i may be interested in  that that's where all your other marketing is that come into play right you know certainly going to be a part of that but that's where you get out to think about social media and hazing are google traditional marketing and everything else ye i think that's a great idea ok on word was this helpful you ok great hopefully if you didn't say anything you would just think it really loud yes it was the best thing i've ever d that's right i heard so we're going to dial back in here we've got some more time which is good because new got some more content to cover but my children still use to go home today or tomorrow or back to the office or to the home office and to try to execute on some of what you just put on paper and you may have noticed a theme there the concept is one of the hardest parts to figure out if you can build this whole thing and if the content doesn't matter to me you fail but you'll know right away because i won't bother clicking but i won't bother opening ok so permit can occur without a system in place right we all know that just like any other strategy in our business marketing or otherwise we need to kind of plan for the future and hopefully the future for you begin for the c r at c r and customer relationship management system whatever you want to call it a place is a giant brain size fits all to hear what i will say is if you're with a bigger company like if you have fifty plus one hundred one hundred fifty plus options do tend to get limited there will be a natural push in your organization poor as the cell forces of the world and you may or may not be able to get around that they all have problems and cons frankly as a marketer kind of all the same they have different you eyes they all have things i love they  jump ben and i would definitely courage if you're a team of larger than one and you're the one in charge try it for thirty or sixty days it seems like a no brainer but try for thirty or sixty days before the point at the end of the day  also update my existing list so we can even actually go look at that real quick together as very important that you know where that button this because that is what will make sure that you don't get duplicates of everything and that you don't messed up your doc so on my list tab here i'm going to go endless system magine i have an excel file i'm going to go ahead and add someone it's going to default and it's going to think oh you want to add on person and i'm going to say nope that would be a long journey i want to import i want to import an entire file of people so you'll see it gives me a couple of different options but on the next screen it's going to say do you want auto update your west and i'm going to say yes and that will be one of the most important things for you to remember because it will fix a lot of problems that you don't know you're going to have so here's an example of how you send in my notice me new contacts of this is fun read by the tree they might not just be new contacts it might be that i just saw the last seven days figuring out who was a man and who was a woman or who had a lot of money and who didn't and i  through and you would label that group that would be one way to achieve that or you could import or less so let's just imagine that i imported unless i can always go back in mail champ and make segments let me pull it up here so why are using a live list so you can actually do since so i can go to my list at any point and this is going to be called i believe it's an auto updating segment they use a lot of different words are underneath what's called subscriber dad that's the information people told me that they didn't try to tell me and that i really try to collect so i could say i want to do a group based on when people were added so there's a while different pass to song any specific problem or task when it comes to say twenty so i could say hey everyone that was added today i want them all in a group i didn't do it in my excel file but i want to do it now  here so that would be one way to approach it a v is what allowed me to create a group i could automatically make a group based on people who open the latest email or who didn't open the latest ema and then all use merge fields these don't exist as you can tell because i misspelled job and it's called job so we know mel shippers and super didn't do that so all those merge fields those have to be file so usually what ideas i update my excel file before i upload it so that it actually comes in correctly and you could tell you get a feel for a lot of different things in here so trigger for me if you come through a form and we'll come back to this again in a bit if you come through our form on my website we mark you with a specific trigger so if you come through a form and you're interested in a workshop we might label you workshop and then i can polish e mail to anyone that has ever come into the workshop form and i know what kind of person they are or what group they follow so reserved only important  the function and the group function is just a user way and to me like what i would call excel signs so i actually don't utilize groups a lot i just keep it in excel the other nice thing about that is like sales force and everybody else yeah you you'll have to get good at kind of playing around with this whole the audience that you want and it will trigger you to go back and say who we've got a paper signed up for matter or vance but we don't ask them a and i want to be able to internet or my organization was at the speed of governments whatever it might be you might you might realistically not be able to deploy a c r in the next year but i would pick she who is ok that's that's a elise like a c e o or and everybody can have access and everybody can add to it but you can accomplish pretty much all of the same basic things that you can in a c r with a document like this is an ideal doesn't  and scale past you know your first five hundred probably not but as a starting point shirt it's absolutely a starting point so here i just have set up main email phone trigger and then company and i appropriate as this is a recorded piece so every everybody has their ups and downs with any of their programs any problem you run into this is the answer this is the sunday school answer that will always be right zapp ear how many of you have heard of this ok that beer is a game changer it works was really simple methodology if this happens then this will happen and then this other thing will happen and what it does is it allows you to take any of the programs you work with and make them talk to each other so i can go to sales force and i could say you're not being nice  build a zap i don't make up the words i can build a zap that will sell sales force whenever someone new is added to sales force that same person will then automatically be added to mail chip and they'll be  marked as being a member of the sales force rupe in column c that stuff that you have to do you mean you only you can automate if you figure out how to do so with zappy there's a freak lan i think for there goes up by ten twenty thirty dollars a month that basically is going to depend on how many contacts your working with if you're under the five hundred a month mark you're probably going to be able to use it for free if you're bigger than that  magnet where you're being asked to download more information about our digital marketing audit the moment you fill out the form at the bottom here well there's a fun one i just put on yesterday i didn't know what it did but now i do so if you put on this button and you want to book a free strategy call so this is that second step in our cell phone when you fill out this form you automatically get paid commission i don't try to get them to reward me that they have come back yet but it will literally change your life in the marketing world in a thousand different ways but it's very powerful for and it comes specifically to  bigger about no marketing they just let the market if you go on and you got out of the office and you never leave mail then we haven't thought big enough because you can do so much more than that and i want to see a couple of ideas so here's one can see i started getting tired because the slides are this pretty but here's one this is call mail and for some of you who are under the age of thirty you may not know that but one of the things that i think it could be a really powerful opportunity is sending handwritten notes or snail mail campaign has opened more than fourteen hours within the last six months and i said those people have indicated that they are really engaged with what we do here they really seem to care where they just really like open enough i don't know but and i could say all of the people that got this e mail who clicked it ok so these are the nine people that clicked debt and i'm probably not supposed to pull this up so be careful here i want to pull up their names but i could run a report if i  line and it will pull up the nine people meaning e mail and if we have it in there their phone number if we don't have their phone number and i guess what i'm going to do we're going to go to spokeo dot com and we're going to use a pa to all to search for them by e mail address because i define them as a hot prospect right they've opened a couple of e mails or hot prospect so now i'm going to go the extra mile with probably face help and we're going to look him up on in on this one so it all want me to pay for it eventually but for a pretty cheap subscription i could type and everyone who's up in my last nine emails and i could say hey i want to find timothy t haines  because it looks like they're really engaged but i don't know much about it and for a couple of bucks a week i didn't have the address i could have the name of the company and all the sudden i have a lot more information to utilize creepy right but so if you're on a more like a beauty b sale scene you use this to be some sort of indicator of who you should maybe bother calling today that's one way use it or maybe you're more in the home in company maybe you're more retail well so you use these people and then you send them a thank you know they for being one of our most loyal customers here's a thirty dollar gift certificate for the next three thousand dollars purchase there is a joke in there somewhere so none of these tools are perfect right this is probably going to find about sixty percent of the people but it works for me clearly desired easy to find but not for everybody so there's one thing to think through how can you use email to drive offline that's what i'm getting at another tool here two things that play really nicely together and email marketing strategy and  page describing your awesome e book i am prompted to enter my email address to download the p d f you can run and other does that right on facebook maybe you've seen us so this is called a facebook readout and anything about it i don't even have to leave a spoke and i only have to enter my e mail because i'm on facebook and already knows my email so if i see this all i have to do is hit submit and my email goes into your database and then i we could find and sent them a message from me that we had tried out on a group for people and found to be successful and it just says hey i came across your profile and we did and and i like to stay in touch i found that the marketing community is pretty tight knit here was michigan and it never hurts to make a connection we try about two different things that one guy also response rate i wasn't trying to sell people i did not stay on the people after they said yes because that would have been a failure as a marketer i just connected with them so we did that and added usually one hundred plus connections and those are all people that are directly in our target audience aba tim you haven't sold them anything yet or course not i started the relationship i used e mail to fuel social they need to connect together and then last  species right some people really really like it and some people say how dare you text me so it's it's i'm trying to area for some of us but we need to go down that road as soon as we can to ask if you had seen me and i paid for you know you have because i have the data do you have any questions or would you be interested in grabbing coffee pay for me ten minutes i pushed those people further down the path  yeah yup everyone opens their tax whether they want to or not and that's why they're such a big opportunity there and i know but you know of course with opportunity there's cost but anyways so here's what's going to happen we're going to send you a copy of this presentation or the link to read or something like that you'll get  i'm also going to send you a list of all the links that i mentioned today because i really like to hate i'll give you a link to that later so i forget what that link was you can e mail me and say you didn't have to give it to me and then we're also going to send you because we didn't have time to get to today i want to keep with our our intended timeframe i'm going to send you a list of a couple of protests for you to consider as you go down this road i also want to invite you guys so we hear a series of events that are just intended to kind of create community so there is no pitch here but driggs it all happens at colleges and grand rapids and in grand haven we have about two hundred fifty people in the group i'm not saying the outcome it's kind of like a gym depends on the day but that happens every other week in holland and faith is one of the co hosts that happens once a month in grand rapids on the roof of my apartment and then it happens once a month in grand haven and i don't remember the name of the restaurant because i don't live in your name but i will love for you guys to come to that or to send your marketing friends so that  people for agencies bloggers created this as a start of a space to dialogue and learn from each other as we all try to become better at marketing and digital marketing specifically so i love to see you guys at that and i'd also love to hear from you as you go home or back to your office today what do you hate about this besides the fact that i didn't look very nice what did you love about what was helpful what in three days are you struggling with that you wish we had covered right we want to make is good as it possibly can me and then my final pitch there is another one of these that isn't an e mail say to remember what it's on