Is email list marketing dead in 2019? – The #WeAreSlam Show EP8

Is email list marketing dead in 2019? – The #WeAreSlam Show EP8


Are email lists dead? Welcome to the #weareslam slam show a show where we share marketing trends best practices and
ideas to help your business grow my name is Tyler Kelly and I’m here with my
co-host Michael T Johnson and today we’re talking about email lists
specifically are email lists dead yeah and so I know email was a really big
thing before we had Facebook before we had social before we had all these
social media networks and all these laws right that right and all these laws that
govern and all these laws that will find you $10,000 if you spam somebody in your
marketer now all these things happen but I mean I remember back in the day when
like a viral thing was an email chain we don’t really have those things anymore
no but for marketers like us email has always been king Yeah right
is that list and that list is important because when we think about types of
traffic it is the pinnacle of traffic because it’s traffic that you own talk a
little bit about the three types of traffic
yeah those so there are three types of traffic and there’s traffic you buy
there’s traffic you control and there’s traffic that you own now those may sound
self-explanatory but traffic you buy is obviously you’re paying for an ad to
send somebody somewhere so this is like Google Ads this is like social ads
you’re paying money to send that person to your website or wherever it is you
want hitters and you’re not you don’t have control over the price so right
it’s kind of risky if you just place your whole business in the hands of
advertising per se yeah so traffic that you control is is more
like a Facebook group it’s you know a list of fans or followers subscribers on
YouTube it’s right now or you know for the most part it’s been free
you know those followers those likes so subscribers meaning that once you’ve
earned that subscription that like then you’re able to or you have traditionally
been able to broadcast a message to those people and we’re seeing especially
like all networks Facebook that that’s not necessarily the
case anymore because yeah organic you know has just disappeared and they
really control that traffic right and they’ve made it very clear that unless
you’re going to create content that’s super engaging or you’re gonna pay to
play that you know you’re not going to be seen so that traffic that you control
is really kind of like that 50/50 it’s really good when you’re able to control
it but you’re not always able to control it yeah and it usually takes a lot of
effort to build like your traffic that you control like it’s a long play over
building an audience over a channel or you know Facebook followers or Instagram
followers or like you said YouTube subscribers that takes a long time to
build those and so then that’s why email has always been very appealing to
marketers and direct marketers and people who are trying to sell things via
email yeah via online it’s because once you get that person to subscribe then at
that point each email that you send out is in effect free right so you own that
traffic yeah so if I have a ten thousand person email list I could I could email
them all tomorrow it won’t typically won’t cost me anything but I have access
to that whenever I want I don’t have like Facebook controlling it or somebody
else it’s my traffic it’s it’s my list and so that’s why email has always been
appealing yeah but what we’re seeing now is limitations to email all the legal
obviously you know all the ways that you can get in trouble and find if you do
things the wrong way which you shouldn’t be doing but then also just like the way
that people consume email now like if most people are in you know a gmail box
of sorts and so you have that promotions tab yeah and if you’re sending out
emails that are promotions most likely Google is going to put it in the
promotions tab yeah what happens to those emails people never see those so
here’s what I do is I wait till that promotions tab gets a couple hundred
emails in it and I just dump it Wow I don’t even look I usually wait to about
fifteen or twenty but yeah you’re a zero inbox but I’m always literally you know
I’m always I do like a quick scan of that promotions folder or tab literally
like I look at those twenty emails and if it’s not something I’m super
interested in right now I just select on delete yeah right I don’t even open
those emails yeah and so Google has made my life easier as a user by segmenting
out the emails that are important to me important to business and there’s
promotional yeah and while it’s easier for you if you’re a marketer that use
this email list it’s gotten a lot harder for you over the past couple years so
you’ve probably seen your you know your open rates decline your you know your
click-through rates decline and that’s because your emails are being seen by
fewer and fewer people even though like these people have subscribed to your
list and they most likely want to see what you’re sending them a lot of times
they just don’t see it yeah now it does still work if you’ve got a super engaged
audience there but I think that’s rare an email anymore the good news is there
is a better option yeah and this is not traffic that you control you know so
email is traffic that you own let’s say and then we talked about traffic that
you control which is like the Facebook groups the subscriber list we’re not
this isn’t the better option and the reason why it’s not the better option is
because you don’t really have control over the groups that you control meaning
if Facebook decides that they’re not going to show anything to your organic
followers ever again yeah then you’ve completely lost all the work that you
put into those likes and those follows so the point is likes and follows don’t
mean anything at this point yeah you’re always one algorithm change away from
nothing working anymore so the better option is traffic that you buy and the
best option right now is marketing audiences on Facebook and Google and the
reason why is because these audiences are really cheap yeah I mean we’re at a
time right now where buying traffic audiences and targeting is it’s pretty
competitive in pricing like it’s kind of unbelievable compared to like you know
traditional media a couple years ago and so here’s here’s an example of this like
just a few years ago you post something on Facebook and you wanted to reach the
people that liked your page well now you can create an ad and you
can target it to the types of people that you want to do business with or you
who you think might be engaged with your offer and for those people like for us
we create a lot of video and so the people that watch the video we can then
so we have this this list this audience is what Facebook cause it this audience
that we’re targeting that we’re advertising to and then what we do with
this with this big list of people is we look and see who’s engaging with the
content that we’re putting out there and then those people go into a different
list a list that we can retarget and so that’s a very effective way of creating
an audience that we can get in front of day in and day out with our offers and
with our products and services in a way that says hey here we are here’s
something that’s relevant to you it’s relevant because they’re consuming the
content and then all of a sudden they’re going to convert and this is by far the
best way to do market direct marketing direct sales the best way to sell a
product online right now is by creating audiences that you advertise to yeah and
and it’s much more efficient than that traffic you control idea where you’re
like building over the long term an organic audience this is much quicker
and I think one of the entry things too is like we’re talking about how people
don’t open emails and they may not see your email but there’s even options to
take your email list and target them on social networks as well I think in
Google Twitter Facebook almost every major network has that option so so if
you spent a lot of time building the list not all hope is lost you can put
that list into Facebook in the Google they’ll do their magic and find those
people online so that you can start showing them content that that matters
to them and if they’re subscribed and they were at one point engaged they’ll
probably be happy to see your face pop up or your brand pop up because they
obviously haven’t been seen your emails yeah and they’ll probably engage with
that content pretty well when when you pay for the targeting yeah so our email
lists dead not necessarily but they’re not the best option for marketers in 29
if you have questions about this hit us up in the comments let us know what
you’re thinking we will respond to your questions in your comments and thank you
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