In this video we talk about email marketing… let’s face it, email is officially OLD SCHOOL. So how can you create a successful email marketing strategy in 2019?
We look at some success stories and tell you how to make people actually WANT to receive your emails. Sounds good, right?!
We also answer the eternal question, ‘How long should my emails be?’ and tell you how to effectively SELL to your email list!
👉 Watch the video and smash your email marketing in 2019!
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In this video 👆we talk about email marketing… we look at some success stories, and decipher where it fits into a modern marketing strategy, now that email is officially OLD SCHOOL.
Some email marketing strategy facts
👉 Nobody is complaining they aren’t getting enough emails
👉 Nobody is complaining that emails are too short
👉 Nobody is complaining that we aren’t selling enough
That leaves us in a pickle when it comes to email marketing.
So… the first thing we really need to ask ourselves is this…
How do we make people WANT to receive our emails?
One thing to look at is length… personally we hate getting long emails, we’ve got enough to get through when clearing our inbox without having to spend 5 minutes reading a boring email.
So are short emails better?
We think as communication moves more towards chat, and shorter messaging, emails should kinda reflect how society is communicating in the written form… i.e. shorter and to the point… but we’re Millennials… we would say that 😆
And looking at it objectively there are cases where longer emails are WORKING.
Take Ann Handley’s, Total Annarchy Newsletter (genius name, btw). Aweber recently did an email marketing study , and according to that study Ann’s newsletter contains on average 1,838.5 words… and they take roughly 14 minutes to read.
Ann argues this, and we agree… it’s not necessarily about length, it’s about value.
Inboxes are crowded beasts, and we open the emails that we think are going to bring us value. We look at ‘giving value’ in 2 ways:
👉 Things that make us smarter, or
👉 Things that make us happier
Are your emails making people feel happier or smarter, no matter what the length? If not – change it, change the value proposition.
We look at our emails like a free product that we offer… so the value of receiving that email needs to be clear.
And whether you’re giving value in the email, OR linking people to the value – that kind of should depend on your business goals, and where you want traffic – the value needs to be clear.
Once we have everything above right, then we can start measuring.
Here’s 4 things to keep an eye on:
I.e. how many emails make it into people’s inboxes.
In an ideal world this would be 100% if your list is as squeaky clean as our reputation 😉, but you can expect a couple of people to not have paid the hosting bill that month, so delete them if they keep bouncing.
Are your subject lines enticing enough or getting across that value? We’ll give you a clue [Company Name] Newsletter [Month] [Year] ain’t gonna cut it.
Click through rates
If the goal of your email marketing strategy is to drive traffic, how successful are you being at that?
And the Conversion Rates. Are your emails leading to sales….
But you said people don’t like being sold to via email?!
Yes, we did say it was a fact that people don’t like being sold to via email… how do we get over that?
There are 2 things we want you to think about here…
Segmentation and striking a balance.
Striking a balance
If your emails are sales, sales, sales ALL THE TIME, or Value+Sales all the time, people are gonna get accustomed to either ignoring your emails, or at least ignoring the sales pitch.
We think long winded, thought provoking stories about why people should register for your webinar or buy your latest ebook are a bit done, right?
So, give value and only value more reguarly than you sell. Strike the balance right.
You should be segmenting your list based on things like:
📝 What people have clicked on
📝 How they subscribed
📝 Any information they’ve given you
So we can personalise sales messages and not annoy people on our list that aren’t interested.
Let us know in the comments how you feel about your email marketing strategy now and what you might do differently with your email after watching this. If you have any questions pop them below too and we’ll answer them.