I’m going to show you all my best email marketing tips for 2019 and we’re starting right now. If you want to transform your website into a customer or lead generation machine I’ll show you all my best tips, tactics, and secrets to get there fast, let’s Dive In.
Ok, so new reports show that for every dollar a company spends on email marketing they make about $44 in return which makes that just an incredibly profitable marketing tool. As of any marketing channel, you know that things change and shift over time. Things that worked last year don’t necessarily work this year. In this article, I’m going to give you my six best tips for things that are working like crazy right now in 2019. This will really help you keep that relationship alive over the course of someone deciding to get on your list before actually becoming a paying customer. Hopefully, these tips are going to speed up that process for you.
The first thing I want to talk about is simpler or no email design. Every time I’m putting together a new email funnel for a new client I start getting emails from them like little screen grabs or email forwards from big companies like you express or Sephora. Then they say why don’t we do something like this? and I get it was really designed heavy emails look really cool they look great in the Inbox and of course, you would want something like that for your business. Almost every email provider out there even the cheap ones. they come with all these templates built right into the software itself. So, why not actually use those templates? Well, it’s really simple. It’s because they look like one big fat commercial when they hit your inbox.
Let’s think for a second about what email is actually primary supposed to be used for. Communicating with family and friends and sure you use it for work as well. When’s the last time you send an email to a friend that looks like this?
The whole idea here is to casually slip into your customer’s inbox as a friend or at least is a helpful person that they can trust. An email that’s not going to sell to them but is going to help guide them in the direction they want to go. I just recommend doing with successful internet marketers have already been doing and that’s just sending out boring old plain text emails.
I’m only kidding when I say boring, I mean it sounds boring, but these emails are much more likely to be read because they just look like a genuine email you would get from your friend or your neighbor or your family member. Any other reason to ditch those template emails is that all the images inside in the links is the best way to make sure that you never reach your customer’s inbox.
Do you know that little promotions tab in Gmail? You don’t want to end up there. You want to end up in the actual inbox where you belong. So let’s try to keep those images and links in the email to a minimum. I recommend no more than a single link for email and preferably no images at all. If you have to use one picture if it adds some color or adds something special to the message of the email. go ahead and do one but limit it to that. One way I like to add an image to an email is not by adding a product image or anything promotional. Some kind of an animated gif that either supports one of the points of the email or just add some humor or fun to it so it’s a little more memorable. Just use it wisely, you know your audience, you know what they’re going to find funny most likely. Just make sure it hits home with them and they get the reference.
Alright, next I want to talk about storytelling in your email. This is something that I want to improve this year and something I definitely want to start incorporating into my overall email marketing strategy. Rather than just delivering a tip or advice in the email make it count for more by including a really short story that illustrates that point. Their whole parts of your brain just light up in fire off when it hears a good story. Plus, it makes it more relatable in person especially if you’re talking about something in your own past or a current or past customer.
So rather than just explaining how your clients can stage their home to sell faster maybe include a story about a past client who refused to do that. Talk about how the house sat on the market for a long time until she finally gave in and did. Then how sold her house for $10,000 above asking price. Make the story colorful when you can. Include how you were feeling watching that all that happened and then how she felt when she finally sold her house.
Incorporate A Video
Next up I want you to start incorporating video in 2019 into your emails. Not only put a video in your emails but say so write in the subject line. That is going to double your open rates. The other benefit is people are much more likely to actually consume your content and get the message or trying to send them in a video format versus reading plaintext. Almost everybody’s much more able to understand and retain that information when they’re seeing it and hearing it in the video. Just take whatever content you were going to put in your email and just make a short video about it. It doesn’t even have to be high production values. That trips a lot of people are thinking they have to get a whole camera crew it’s been hundreds of dollars on a video. You one hundred percent don’t, just use your smartphone do with short selfie style video. It’ll connect to just fine and you get your point across.
Finally, just upload it to YouTube and get a little screen capture of the thumbnail of that and put that image right in your email and then link it to the video itself.
Play The Hits
Play the hits! So many small businesses get really intimidated when they start thinking about putting together an email campaign. More times than not they already have content and they can repurpose and string together into an email series. They can just set it up once and then it gets automatically sent out to new email subscribers at the exact moment that they end up opting into it.
If Tom opts in for my freebie today, and his series of emails starts today. The new helpful email every week until that series is over. When Meg opts in next April her cycle starts then getting the exact same email Series. So if have a podcast interview you did or video anything like that that’s all content that you can use. You just have to introduce it in the email and then link to it. If you don’t have anything yet that’s okay, just start writing one new email a week for as long as you think the series should go on for. Then just put that email every time at the end of that campaign.
Essentially you’re just building this email campaign out at your own pace. Being done once, then it can go on and live on forever. I recommend splitting up the content here and there. Maybe some blog post, some videos and some weeks you can even go a little easier on yourself and just put the information of the tips right in the body of the email itself. You could even leak out the content every once in a while that you had nothing to do with creating. Just put your own spin on it in the body of the email letting people know why you think it’s helpful for them. Then just link out to it.
Alright, the other thing that’s working really well now is by using some simple segmentation. Let’s say your business offers a few different types of services or has a few different types of products that interest different types of customers. If your landscaper you might offer a tree removal service, landscape design, and weekly lawn maintenance. You could theoretically create three different lead magnets or freebies that are geared toward each service. Then you can start each person who opts in for the freebie about Lawn Care on to that email sequence.
So basically, they would be on track (A). Then when someone downloads the freebie all about your options for landscaping. They get put in that email sequence so they are on track (B) and they start getting help with content related to that service. This is really powerful because these are two different types of customers that have a different goal in mind. If you started sending out a mixture of both of those topics to all of the customers a lot of them might start unsubscribing.
You could have one overarching umbrella lead Magnet or freebie that’s interesting to everyone. Then, when they’re downloading it you could have a simple option where they check which service would be most interested in. You’re email provider like MailChimp or I use drip. They would see what box they checked and that automatically puts them on either track (A) or track (B)
Re-Engaging or Scrubbing
Alright, next I want to talk about re-engaging or scrubbing your list. It’s really good to have a big list, to me the quantity can be good but it’s all a numbers game. It’s more important to have a quality list that actually opens your emails and are looking forward to hearing from you every week.
If you have a big list of people who really are never opening your emails. You run a higher risk of your emails being flagged as spam or getting high unsubscribe rates. These are basically really bad signals to email providers like Gmail. What happened is, if you get enough people who were flagging your email to spam or unsubscribing from your emails. They can start putting you out of the Inbox and into either the promotions tab or even worse you can wind up in the spam folder. That goes for your entire list, not just the people who flagged you as spam. When you have someone flagged you as spam then they won’t get your emails anymore. Even all the people who even like hearing from you it’s going to go in their spam folder as well. So you definitely don’t want that to happen.
The other advantage of having a leaner list of only the people who are most interested in hearing from you is cost. Most of these service providers like MailChimp, drip, and active campaign basically bill you based on how many subscribers you have. It makes sense to weed out some of the ones who are just dead weight essentially. Before you start just kicking people out like a bouncer you might want to run a simple re-engagement campaign.
Here’s how that works. You’re going to use your email marketing program to basically segment out people who haven’t opened any of your emails for, I like to say the last 90 days.
Then you’re going to want to start a brand new campaign that’s geared just to those people. What I would recommend is a series of four value-based emails where you’re just teaching something helpful, giving some advice or something like that. These emails or not to be promotional or selling at all. These are just pure value and you’re going to drip out those four emails over 2 weeks. Then at the end of the two weeks anyone who hasn’t opened any of those emails, that’s the time when you’re going to kick them off your list. I know this sounds counterintuitive, especially if you don’t already have a big list. The truth is that by getting rid of the people who don’t want to hear from you it’s going to really make your deliverability better for the ones that do want to hear from you. This way you can wind up where you want to be which is in their primary inbox.
Alright, now I want to hear from you and I want to know which of these methods are you excited to try out in 2019? If you don’t have a list yet, I want to know what’s stopping you from getting one started? Leave it all in the comments section below along with any questions you have. I’ll read through everything and get to all the questions I possibly can.