#50 Top Tips For Email Marketing

#50 Top Tips For Email Marketing


– Hello, welcome to the latest
edition of Marketing Cracked, and today I am going to
give you five top tips for your email marketing. (Electric Buzz) Hello, welcome back! I thought I would sit
down for a change today, doesn’t make much difference,
still about the same height! So I’m going to talk
about email marketing. Now according to Campaign
Monitor, email marketing has a higher conversion rate than
direct mail and social media, so it can work very well
for some businesses, as long as it is done
consistently and to be honest, that’s almost like rule Number Six, there’s no point sending two
emails a year and sitting back thinking Oooh, well that was
a waste of time, wasn’t it. You’ve got to be sending emails regularly and you’ve got to be okay with that. You might not be okay with
sending three emails a week or one email a day whatever,
so you have to be happy with it but you’ve also got to understand
that frequency matters, and to be honest, if you don’t
get people unsubscribing, it could mean you’re
actually not sending them out frequently enough. Anyway, tip number one, subject
line, the most important. You could have the sexiest
email in the world, you’ve spent five hours
crafting it, it’s brilliant, it’s got gifs, it’s
got jpegs and all that, but, if no one opens it, you’ve
totally wasted your time. So will we spend almost
like a quarter of our time, focusing on the email subject
line compared to the content. It is hugely important, when
people turn their laptop on, or look at their phone, they’ve
got tons of emails there, you want yours to leap out
so that could be using emojis in your subject line, it could
be thinking of left field subject lines because I guarantee
if your subject line says latest newsletter, people
probably aren’t going to open it. So it’s being a bit creative
on the subject line, and also you get like a
sub-header subject line that would appear next
to it in someone’s inbox, so fill that out as well but don’t just repeat what you said in the main subject line,
so that’s very important. Number two, benefits-led copy. If your email is just buy
my stuff, buy my stuff, yes, you are going to have
more than your fair share of unsubscribes. Emails can be a good sales tool but if you are thinking long term, it’s about engaging with your audience. It’s about sharing
benefits-led, interesting copy so you can position yourself
as an expert in your field. So rather than being a lawyer
who just wants to sell wills, for example, you can be a lawyer
who knows everything there is to do with wills and probate and over time people will be like “Wow, this lawyer really knows his stuff.” I should speak to him about
my lasting Power of Attorney. Number three, proof it! You get the opportunity using
a proper mass email system such as MailChimp, SendinBlue,
Constant Contact, whatever. You get the ability to
proof yourself first, or proof a colleague, get a fresh pair of eyes to look at it, and speaking of which, definitely
use a mass email system. Don’t use Microsoft Outlook and obviously the major crime
there is that some people will actually still put
all the recipients names and email addresses
publically in the To field, not even in the BCC field,
which is just a whole load of legal trouble there. So, sending stuff via Outlook
is just unprofessional and putting a line like ‘if you don’t want to hear from us again, please reply putting
unsubscribe in the header’. That is so amateurish,
use a mass email system. MailChimp is a great one, we also use Constant
Contact for clients as well. And the cost can be free,
for just a few quid a month. So, proof read! If you’ve
been looking at an email for a particularly long time, you
might get blind to a few errors, send it to a colleague,
have them look at it first, is the spelling all great? Does it make sense? Does it get across what you want to say? If it does, brilliant,
then get it sent out. So get it sent out to the
right people, that’s important. So number four, is your audience. So you want a nice clean database. Now if you’re bumping into
people on the circuit, right, left and centre, and
then just chucking them onto your email list, without
even asking their permission, you could get into trouble,
there is GDPR, of course, but that is more business to consumer than business to business, some people say ‘Well, I have a legitimate
interest to contact him’ but, you know, it still
could be dodgy ground really. You want a nice clean email list, just like the followers
you’ve got on social media, you’d rather have 100 people
following your Facebook page, who are genuinely interested
in you, than a thousand people following you who are only following you because you were giving
away a bottle of champagne or whatever it might be. So look at your database,
make sure it’s going out to relevant people so that’s important. And number five, stats. Now, there is a thing we like to call ‘paralysis by analysis’, some people will just
spend their entire lives, drilling down the numbers
to the nth degree, and it’s like, just get
on with actually marketing your business. So, stats are important,
top line stats are really important, so, what’s your open rate, so most mass email systems
will give you an average percentage for your industry. So if you’re a gym, for example,
and you know the fitness industry, the average open rate is 20%, and yours is 50%, happy days! If it’s 5%, you’ve got
to look at your audience. So look at your open rates,
look at your unsubscribes, again we’ve talked about this,
if you’re getting loads of unsubscribes, you’ve go the wrong audience or you’re selling them
sales orientated stuff. Or, maybe you are contacting
them too much but again, if no one ever unsubscribes, are you sending them enough content? So that is something to look at. So unsubscribes are important
but certainly don’t get upset if a few people unsubscribe. Don’t worry about it and I
know there are some businesses out there that don’t want to
send as many emails as they’d like to for fear of
getting people unsubscribes and God forbid, once in a blue moon, someone might send them
a shirty email saying ‘why am I on your list? I don’t want to receive
your stuff anymore.’ But if you’re using a
compliant mass email system, the unsubscribe option is pretty clear, and that’s all they have to do. Stats, another good one to
look at is the times of the sending of your emails, so try
sending emails at different times and look at the stats to see if that makes a difference, so we know, that a lot of our
emails work best when they get sent in the evening. So you might be thinking, well no, people get to work at nine o’clock, first thing they are going to
do is open up their emails, so I don’t want mine to get
lost amongst all the other emails that came in over night. So I will send mine maybe 10
or 11 o’clock in the morning. But that’s still guesswork
so follow the numbers. Try sending your email at
different times and see which one works the best. So, number one, subject line. Number two, benefits-led copy Number three, proof-reading it. Get a colleague to proof read it. Number four, make sure
you have a nice clean relevant database, a good audience and number five, check those stats. So, I’ll see you soon, for an another edition
of Marketing Cracked.
(Electric Buzz)

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