Transparency always wins. Authenticity wins, being human always wins.
Email Marketing Mistakes
Email is so simple and it was just one of those things where you were able to just sit and write emails as if I’m just talking to your best friend. I know you correlate it with texting and it’s like the same process. Some of the biggest mistakes that you see people make when it comes to email marketing, number one is, the make it complicated. They allow the funnels or the tech the kind of idea or concept of, I need all of these things in order for it to work. When in reality it can literally just be as simple as sending an email broadcast out and just communicating with your people. But then on the flip side often just really get into the tunnel. People get over the fear of writing an email. We often just copy and paste like a blog post and throw it in. Or I see a lot of people just literally copied and pasted over from the actual, sales to the email. I think the biggest thing is that so often we like try to repurpose email and make it super easy and simple, but then we lose the fact that we are trying to make an actual connection point with somebody and it comes from having a style in terms of your email and really making sure that you’re writing in a way that’s more conversational and not just throwing something at somebody. Trying to take a transactional approach and have it be robotic, but then expect it to work.
People try to accomplish what should be done over seven days in one email which we called “email stuffing”. Email stuffing is like, I have a rule, and this better than anybody. Literally trying to get people to go from I’m happy in my life to thinking my life is broken, wanting to invest money in it for something, and then convincing me to do it all in one email. One of the biggest mistakes that people make with email today is they lack patience. They lack patience, and we live in this society and we live in this world where everything is like dopamine like on the spot, give me the dopamine like immediate gratification. But I will tell you right now, the success of your email is patients.
Open click rate is all about the relationship you have with your subscriber. Email marketing is really about that relationship and that also comfortable patients. It’s just if you Like with your best friend like if you don’t keep in touch with your best friend of course they’re going to be like, what the heck, man, like what happened? You have to treat them in just the same manner as those consistent touchpoints. And also to make sure that you focus on actually being there. But the secret of email marketing comes down to the depth of organic engagement you have with your audience.
Email is a massive driver. Like I’m talking multiple six figures of revenue a month just from email marketing. There’s so much opportunity we can get a 25% lift in the business with email. We’re talking about social triggers. We’re talking about brand awareness. We’re talking about the front of mind because you have to remember that there is a symbiotic relationship between your email and every other touchpoint in your business. And so if you have social and you’re not using it, guess what that is going to negatively affect your email. If you’re running paid traffic. And you’re not responding to the ads or the things are getting slammed on the ads and your teams not in there and you’re not running good content. That’s going to affect your email. Everything works together. the success of your email comes down to the success of the relationship that you have with that family member on the other side of that email subscriber. And so does shady subject lines work? No. They get somebody’s attention through the bait and switch, but the moment the email doesn’t match, you’ve trained them to not trust you. So the next emails won’t be opened. And so the success of your open rates, the success of your open rates comes down to your preexisting relationship with your customer. The moment they open their inbox and they see the from name. The feeling that they get in their body is what dictates whether they open that email because that’s what dictates of whether they even read the subject line or not. Then they go to a subject line. And then when they click on the subject line and they open it, if that subject line does not match what’s in the email, you’ve lost them. But if it does, you just added another touchpoint of trust and safety, which that before we even get to the content in the email is the determining factor of whether they ever opened your next email. I’ve been able to look at businesses and tell the success of the company based on their email stats. Like literally just based on how many replies they get, what their open rates are, and what their click-through rates are like. If your click-through rate is low, you have to ask yourself what was missing and what’s there. the success of your email marketing isn’t some crazy strategy or tactic. It comes down to the relationship.
Email Best Practices
Clarity is so incredibly important because especially if you’re going into your email. Even before you hit that Google doc if you are not clear on what your message is like in terms of what is your purpose in this role? What are you trying to share? What is your main center focus in terms of, who you’re trying to serve and what you’re trying to do, but then also to like Having that confidence within yourself to own your expertise as well? On the other side as well, I think it’s really about just having that focus. Like you need to understand your focus of what is the next step? Sometimes it’s easier for me to write backward in terms of like where do I want to lead them? What story do I need to tell? What does this need to look like? And just working through that process of moving them through that and makes it so much easier as well. But you might then work backward and realize that they might have to do three things before they get to the touchpoint. And so instead of shoving that in one email you do one email to an email three which increases the touchpoint, sets them up to win. I always do things in Buggles, the three, five, and eight, because usually depending on where someone’s wanting to go. Yeah. Like a minimum of three emails is going to get somebody there.
One of the biggest secrets to email marketing being successful is to be direct. And in order to be direct, you have to be clear. And in order to be clear, you have to have done the work and know where it is. You’re going to take people who come back to that inner confidence. And whether that’s confidence for you or confidence for you and your team collectively, or your team empowered at that lower level.
Basically just breaking it down where you’re taking care of those objections before you get to the sales. So the pitch to the point where like, When you send them that message like, Hey, it’s open, let’s do the things they’re already sold. They’re already there. They’re already sold because you’ve already given them the value that you’ve already given them the consistency of showing up saying, Hey, I’m consistently showing up in your inbox. Like I’m consistently showing up in my Facebook group, I’m consistently doing the things and I’ll just pivot here for a second. Showing up consistently and getting hooked. You can do that in your email marketing, you’re showing up, and now is so much more than so many other coaches, strategists peoples at whatever you work, whatever you do honestly are doing, most people are so lazy that they don’t stick up and be consistent and do what they say they’re going to do. It’s not the best content that wins. It’s the person who’s the most consistent every time. Because we’re willing to trade the present on the inside of the box for something that might not be as shiny in order to feel safe, to have it. And consistency creates safety. And the one emotion that people want is safety. The emotion that comes after buying is buyer’s remorse, and regret, and guilt. You’ve never gained muscle by inconsistently working out. You’ve never nurtured a relationship by inconsistently showing up like consistency is one of the secrets to success. And email marketing is your literal keel in the water because every day you have the opportunity to literally be consistent with a touch point.
The biggest thing with email is remembering that it is a journey that takes time. A lot of times, what I see is that people will have a story or they’ll add something value-based, but then it doesn’t match the call to action whatsoever. It’s super random. It’s super like off the cuff. It doesn’t make any sense. It doesn’t, it’s not enticing. So you want to make sure that your whole email flows on through to the point where they’re already finding that link. They’re already looking to click on it even before they get to that point when they’re like, eyes are going through. The formatting is so great. Incredibly important especially in terms of cell phones, like that’s a huge thing. So many people are viewing their emails from their cell phones. Make it super simple to the point where it just looks like it means that you literally just typed up and sent on over to somebody. Make sure the links work that’s so big. And just making sure that also too, you’re sending it out to the right segment of your office. If they’re reading your email, they want to be in your fucking inbox. Stop trying to send them to Facebook, stop trying to send them to Instagram unless you’re sending them a dedicated email to that place for that reason on purpose. You have to remember that you’re conditioning a habit or behavior when somebody is reading your email. Understand that you’re entering somebody’s home. It’s like having somebody’s phone number in business because it’s the only thing I’m not competing against an algorithm I’m just competing against your attention. And so if I want to keep it, I got to go deep there and I have to protect it. Focus on what you really want to sell and stop trying to take people on an endless, like clicking buying journey that actually doesn’t serve them. Transparency always wins. Authenticity wins, being human, always wins. Email is just a relationship with people and it’s how you practice it and do it.