Email has always been a thing since the internet existed
The solution to your dying email list
Email has always been a thing since the internet existed. People overcomplicate email and how they create an email plan or lack of an email plan and put crap into the world and expect a positive result and basically miss the foundations required for it to be successful. There are all these different things that people see and they try and they do. And then they’re like, look, this worked, look, this work, look this work. And then they’ll go teach you the strategy and tactic without telling you the foundational stuff that made it work. Then you burn and kill your list. Then you get a horrible sender score. You get blacklisted, your open rates, go down, your click through rates, go down.
There’s the complacency of people teaching it. And then there’s the complicities of us thinking that a strategy and a tactic can literally outperform bad habits or bad foundation or a bad plan. And eventually you can no longer out-hustle our out energy, something that is ineffective or not good from the get-go, you’re building a house and the roof starts to collapse.
The three non-negotiables for email marketing mastery.
I think when the word email comes up, this thought needs to be the only thing that goes through everybody’s head. These solves for 75% of the equation when people struggle with email marketing.
Stop ignoring your children
You must feed the children you have. First before you adopt any new ones, you must feed the children you have first before you adopt any new ones. That is non-negotiable number one. What do I mean by that? Do I don’t think the solution to your business is getting more people on your list? When the people on your list aren’t being nurtured, aren’t converting, aren’t escalating, aren’t responding and your open rates and click through rates are going down. That’s not how to do something different. That brings more people into a broken ecosystem. And so if you have a list of 5,000, 10,000, a hundred thousand people, and your open rates are 13%, 10%, you’re not getting really good conversions, your emails, aren’t really working that well, your solution is not to go add more people to the list to recreate that same energy.
Now, yes, you may have gotten that list from giveaways or joint ventures in the past and not nurtured them, but still. In order for email to be effective in order for it to be a leverage tool for you, you need to make sure that it’s an asset and not a liability. And so you must feed the children you have before you adopt any new ones. You must feed the children you have before you adopt any new ones. Your home has to be solid and sound before you can live in it. And then. Once you live in it, it has to be solid and sound for other people to live in it. You have to have enough food, you have to have enough shelter and water and blankets.
And so if you have that, then it’s time to go start building your list again. But if you think that. I’m going to wait. I have this list that’s been sitting there for 90 days or 120 days. I’m not going to talk to them, but I’m going to go build more. I’m going to focus on getting leads. I’m going to focus on getting leads. All you’re doing is costing yourself, time, money, and energy, and you’re literally pissing away all the potential that’s in your business. These people whose emails you have them at some point or another, they trusted you. They wanted to be in a relationship with you. They wanted to learn from you. They wanted to buy from you. They wanted to consume your content. They are sitting there waiting. Like a child that you adopted to love. And then you’re like, you know what? I want a new model. Let me go get more of them. And then the new children you bring in become that same container. And it’s a very bad game, but our job is you’re going to keep an email list. Why are you holding it for potential that will never be realized when it’s neglected. Why are you hoarding a list for potential that will never be realized because it’s neglected. You have to make a decision, but having a big email list of no one that engages no plan, no strategy is not an asset. It’s a liability. It costs you money. It costs you time. It costs you energy. If you’re going to have a list, you have to use the list. If you’re going to have somebody emails, you have to use the emails. And if you’re going to spend time, money, or energy, adding more people to your email list, you need to make sure that’s an asset instead of a liability
Fulfill on your promise
You must fulfill on your promise. The moment they opt in because it’s on them. That’s not what I said, whether it’s an opt-in or whether it’s a paid product, your job is not done. The moment you get their email or their credit card, your job is only done when they have implemented what it is that you’ve promised or done their due diligence to get as much as possible as you help them.
See, a lot of people think that when somebody buys your product, your job is done. That’s the beginning of the game. That’s 1% of the journey getting somebody to buy the other 99% of the journey is where businesses want. That’s when you get somebody to use it, to change their habits, their behaviors, to get a result, to stay forever, to escalate into become a marketing machine. Those are the spots where the magic happens. And so the second most important thing you can do is fulfill on what you promised, which means if you’re offering somebody a lead magnet to help them in seven days, you better not have one email and just expect that they’re going to put it into practice. Think about the times we download stuff, we download it. It lives in our download folder. We tell people, give me your email and we’re going to help you get these three things. We’re going to help you get these three things. We’re going to help you learn this two things we’re going to help you do this in this seven days. And then the moment they come in, we put it all on them and expect it to work. And then when it doesn’t, we get frustrated at them and then we’ll send them a sales email and get upset. They didn’t buy, but they couldn’t have bought because they didn’t even make a step towards the goal that we promised them we’d help them with. And because we didn’t show up with a customer journey, a container, they could never trust us in the first place to give us their credit card. They were one step closer to you. One step closer to their goal. One step closer to being an ideal customer, but none of that can happen if you don’t fulfill on your promise. And so if you tell somebody you’re going to help them cook and you send them a 15 page ebook, you’re not helping them cook. Most of the time you’re creating reactants. And then instead of you being the solution, you now become a pain point and then they’re less likely to engage with you on social, read your emails and buy from you because now it feels difficult instead of it feeling easy. So it can be completed your creating an anti-marketing machine.
Do not segment for diminishing returns.
I have seen people have hundreds and hundreds of segments. Like they are spending a full week, like 40 hours to send one email to their list because they’re sending it to 66 different segments of that same list. You cannot out segment a bad plan. And you have to be focused on what’s deeper. I see people trying to segment to distract from missing the bigger picture from planning, the bigger picture from planning, the bigger customer journey segmentation is amazing.
I can use that segmentation to better enhance and personalize my customer journey. But if a customer journey does not exist in the first place segmentation, isn’t going to magically make it happen. If you don’t email people consistently. And then you’re like I’m going to email this segment to re-engage it, you re-engage it. But then there is still an inconsistent journey. They’re still not going to stick around matter of fact, they’re going to disappear in this time. You can’t recover them. And these points, all feed each other. Think about this. You can’t adopt any more children until you feed the ones that you have. What are the reasons we segment? Normally, the only reason we segment is so that we can personalize a journey or we can personalize information to meet people where they are to take them somewhere different. But if we’re just segmenting and personalizing things to try to get higher engagement or to get people to open something, but there is any bigger plan in place. There isn’t a bigger journey. There isn’t a vision. You just end up spinning your wheels and creating more and more reactive with your customers. And so then you have this massive list, that’s getting eight to 10% open rates, and then literally you feel like all you can do is sell every email to try to cover any bit of overhead. And then every time you sell, you’re losing more and more.
Then if your list does lose engagement, you can come to the table and use our AAA method, our nine set method for reengaging. For email marketing mastery is not segmenting for diminishing returns, not being obsessive or pedantic about all the ways you could do it. And instead being really focused on the higher level customer journey and that. We understand that consistency and relationship and depth with customers is what’s going to move the needle.
And really the biggest game is understanding that the purpose of email isn’t just to sell. Email reminds people why they like you email holds them accountable to commitments. They’ve made email increases your organic social engagement by triggering a social trigger. Email helps you deepen relationships. Email helps you automate personalization. Email helps you collect customer data and email helps you sell.
If you have not watched my on-demand training for the eternal flame method, you need to go watch the training. We’re playing with branding and name right now, but no matter what this website is going to exist. www.Eternalflamemethod.com. It’s an on-demand training. It’s an asset that you own. It’s a way to communicate. It’s an invitation into people’s homes and it is the most powerful tool when done correctly.
Don’t condition your customers to quit