Email Marketing 2019: What is Email Marketing? (Tutorial)

Email Marketing 2019: What is Email Marketing? (Tutorial)


What’s up, everybody? So today, we’re going answer the super high
level question, “What is email marketing?” Right, a whole bunch of reasons, of course,
why you’d want to understand this. If you’re just getting into digital marketing,
or if you understand a little bit of email marketing, but you might be missing a few
pieces here and there, this is the video for you. So stay to the end, because we’re going to
do a comprehensive overview of what email marketing is and the fastest way to implement
it on your own business. My name’s Tommy Griffith with ClickMinded.com,
let’s get going. So super high level, just getting started,
what is email marketing? So let’s define this a little bit, dig into
this, and talk about why it’s so important. So what is email marketing? Email marketing is a tool that lets us do
two things. One is first provide value to users in the
form of content. And two, direct users through each step of
the customer journey or the sales funnel when they get stuck, right. So we use it in these two ways primarily when
we’re talking about digital marketing. Email marketing is arguably the most underrated
digital marketing channel out there. I, personally, love Search Engine Optimization,
SEO. I’ve been doing SEO for 10 years, but as we’ve
grown this business more and more, I’ve come to the realization that email marketing is
incredibly important and usually the most underrated digital marketing channel. And there’s a number of reasons why, and I
want to talk about that, right. Not everyone is on Facebook, right. Not everyone is on Snapchat. There’s a number of different social channels
out there. But every one has an email address, and that’s
why this is so important. Your email list, you as a marketer, or you
as an entrepreneur, or as a business owner, as you grow your email list, that email list
can go with you, right. It is a portable asset. So there’s many digital marketing channels
out there that change very dramatically or they die, right. So what has value today might not necessarily
have value tomorrow, right. Ranking number one on Alta Vista in 1997 was
fantastic. It was probably great for any business. It’s not that important now. Does Alta Vista even exist? Having the dopest Myspace page. Back in 2002, it was probably awesome. Probably doesn’t matter as much now, right. So spamming your way to growth through social
invites. They learned this the hard way. They did this with FarmVille back maybe five,
10 years ago. Got a lot of early growth, and then Facebook
changed the rules with social invites, and their stock price slid, as well. It was a very tough break for them. Praying Google doesn’t change the rules. Demand Media basically went public off of
kind of low quality content marketing, and then Google’s Panda update really slapped
them, and their stock price took a very dramatic drop, as well. So rules change all the time, right. Google and Facebook can change their rules
all the time. Different social networks can expand and contrast
all the time. Stuff can often change a lot, right. But email often doesn’t change. It is not a social channel, right. It is a web protocol, and I want to talk a
little bit about this and what that different is, right. So the internet is made up of protocols and
applications, right. So web applications are a lot of these sort
of private companies that you use every day, right. Facebook, Google, Yelp, Instagram, Snapchat,
and MySpace are web applications. And they often sit on top of web protocols. When we talk about web protocols, we’re talking
about DNS, the Domain Name Service. HTTP, FTP, IRC, SSL, or SMTP. These are all kind of standardized digital
communication platforms, digital communication languages effectively, that we all use on
a day-to-day basis. They’re not necessarily owned by a private
company. They are these kind of standards that we all
use when we use the internet. SMTP is email, right. And so when you’re doing email marketing,
you’re using the SMTP protocol. You’re not using Facebook’s terms of service
or Goggle’s terms of service. This is a really important distinction, and
that’s why your email list is effectively this portable asset that moves along with
you, right. So companies can change their rules, platforms
can become unpopular, but protocols don’t really die. People are getting really excited about bitcoin
and other cryptocurrencies now because some people are saying, “It’s a new protocol for
money,” right. The protocols are really rare. They’re very fascinating and they’re very
interesting, as well, right. So keep that in mind, right. Companies change their rules, platforms can
become unpopular, but protocols don’t really die. So until people stop using email, until people
stop using the SMTP protocol, your email list is a portable asset. The chances are very good that we’re probably
still going to have email in 25 or 50 years. That’s why this is really important to build
now, right. Let’s talk a little bit about the details
here though, right. So there’s really only three different types
of email when we’re talking about email marketing. Transactional email, content email, and conversion
email. We’ll dive into these a little bit here. The first is transactional email, so let’s
look at some examples of a transactional email. This might be things like receipts, right. You buy something on Amazon, you get a transactional
email receipt. Maybe an order confirmation, forgot password,
support tickets, sign-up details, your double opt-in for your email list, and unsubscribing
email, or maybe shipping details. These are all transactional things. Maybe a user’s doing something on your site,
and you’re kind of giving them an update via email. Next is your content email. So content email would be things like a welcome
email. Maybe you just got their email address or
they just signed up as a customer, right. It’s a new blog. Maybe something like a new blog post. “Hey, everyone. We just posted this new blog post, right. So check it out.” A lead magnet or a value sequence, something
like your newsletter. Your weekly or monthly newsletter, any type
of social posts, or social post reminder, right. “Hey, go check out this post on Facebook.” Free tools or exclusive content, any content
that you create is a content email. And the third one is a conversion email, right. So any type of promotion, a sale, lead magnets
can also be in this group, as well. If you’re launching a new product, you’re
upgrading users, you’re offering a discount, you’re doing an affiliate, anything like that
would be a conversion email, usually when money is changing hands. Okay, so we talked about the three different
types of email. Let’s talk a little bit about email distribution
now. So there’s three different types of email,
but there’s really only two means of distribution, or at least two you should be focusing on,
right. Usually, that’s broadcast email and automated
email, right. So there’s two different types of email. Most of your email should be automated, right. If you’re doing most of your emails now as
manual broadcast, in general, for most businesses, that is not ideal, right. Sometimes it’s understandable, especially
if you’re smaller, right. But in general, most of your email should
be automated, right. Let’s talk about these differences first. First is broadcast email. So you should only broadcast two types of
email; great content suitable for your entire list and one-off promotions, right. So in general, like when you create something
absolutely amazing, and you want to tell your whole audience about it, fine. Go ahead do a broadcast. Or, if you’re doing kind of a seasonal or
a time box promotion, Christmas 2020, or seasonal whatever, you go ahead and do that as a broadcast. That’s totally fine. Everything else should be automated, based
on user actions, right. So in general, you want to be automating email
based on what the users are doing on your site. This allows you to send out content and messaging
that is much more specific and relevant, contextually relevant to the users. Instead of just blasting out everything that
you have, you want to be sending them emails based on what they’re interested in, and based
on the actions that they’re taking on their own site, right. So examples of automated email might be something
like receipts, order confirmations, forgot passwords, welcome emails, a value sequence. Maybe cart abandonment, right, if they add
a product to the cart and then leave. Lead magnets or upgrades. And you want to do this in a contextually
relevant way that’s based on the actions they’re taking on your site. So that’s really it. We just wanted to do a super high level overview
and answer the question, “What is email marketing?” So that’s it. I hope that was useful. If it was helpful and if you learned something
today, go ahead and click subscribe down below to get even more Digital Marketing Tactics
and Tips from us. If you’re on YouTube, we would love a comment
from you. What’d you think? Is this helpful? Is this how you think about email marketing? Go ahead and leave a comment right now. I read every single one. Finally, if you want all of our email marketing
resources, along with checklists and cheat sheets from us, go ahead and click that link
down below to ClickMinded.com, to grab all of our email marketing resources right now. Thanks a lot.

7 comments

  1. This video was extremely helpful and allowed me to gather insight on the value of email and how important it truly is to your overall marketing success. Would love to see more videos about how to increase email deliverability and avoid going to junk.

  2. Love this video, creating content can be so hard, and certainly something I find tough, but you knocked it out the park with this video. awesome job, keep up the great work.

  3. Love your video on email marketing.. Never new it is an easy way to earn income as an affiliate marketer. I am happy i stopped by. Great video

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