– Even if they’re notopening your e-mails,they’re still seeing your headlineand they’re still seeing your business. That’s pretty incredible. – Ready. – Born ready. Welcome to The Journey. Today we’re talking aboute-mail marketing best practicesto grow your business. – All right, fun fact Nealey. This might surprise you. 86% of consumers actually wantan e-mail from you once a month. – That’s pretty incredible. But that’s getting ahead of ourselves. How do we really build that contact listand that subscriber list?- Right, contact list. So, there’s a coupleof things to point out. First of all: Yes, youdo want their permission. So, a couple common ways:Start with a form, fill out a form. Maybe it’s on your website?I know we have that with GoDaddy. – True, I’ve seen a lot of those. – Yeah, somewhere on your website,like if you want tosubscribe to our newsletter,or be the first to know what’s happening. You can sign up and they opt-in. Another way is to of course,promote across your socialmedia platforms, as well. You wanna stay in tune, subscribe here. And really, I think about call to action. – Okay. – What can you do?One that definitely reeled me in recentlywas a local pizza shop inSan Diego where I live. – As they do. – And they basically were promoting that,”Hey, sign up for ournewsletter and on your birthday,”you get a special deal. “- What’s that special deal?- Free slice of pizza, duh. – Nice. – I’m all about that. I prefer the whole pie, but. . . – So, you can do kind ofthe same thing, right?Like, you build your list,you have your service,your products. You can give either a discountor your own version ofa free slice of pizza. To kind of like sum this all up,is you’re giving value ofsome sort to your audience. In exchange for charging for it,they’re giving you their e-mail. That’s basically the cost, if you will. So the more value youbring to your audience,the easier and morewilling they’re gonna beto give you their e-mail,so that they can get youon that contact list. – Exactly. – Now what do we do about creatingthe actual e-mails themselves?- Yes, the content. – Right. – So, you know what?Why don’t just show anexample of a businesscrushing it with content on their e-mails?- Let’s go. – All right. All right, Nealey. So, I thought it madesense after going throughall these best practiceswith e-mail marketing,to actually pull up an example. So, I was looking at this,well actually, my whole inbox, And I was like,which subject lines aregrabbing my attention?- Okay. – This is a e-mail from Canva,and the subject line was”People heart,”so use emoji, “Quotes” period. So with this just togo through an example,what I love about this Canva e-mail,and it caught both ofour eyes, is the banner. And look how clean it is. “Inspire your followers. “It’s crisp, it’s cool. And then also, I lovethe little call to actionin the top right says,”Weekly newsletter,learn and be inspired. “Just kind of subtle call to action, right?- Yeah. – To sign up. And then as you scroll down,notice that there’s not a ton of textand it’s, again, very visual. And so they have these bullet pointsof what they’re trying to get across for,to get people excited about the tips. “Be a force for change,”“Use a positive metaphor,”and “Make it visually stand out. “So this e-mail is educational. – Absolutely. And right below it, agiant call to action. Why is that superimportant in our e-mails?- It’s super important becauseyou want to think about,what’s the purpose of youre-mail in the first place?What are you giving your audience?And if you’re going toprovide a call to action,like Justin just pointed out,it’s a very clear bigbutton, “Give it a go. “And then, in addition, theyhave these awesome templates. So they have some for Facebookposts, Instagram posts,and essentially, when you click on it,then let’s say you wentto the Instagram post one. From there they’re gonnagive you a templateto apply Canva for your businessin an Instagram post. Also, Instagram story helps. So you see it’s very, very cool. It pops, it’s not a ton of verbiage,’cause that’s when you’regonna lose the reader. – Yeah. We don’t like to read justa giant block of text. It’s really cool to seeit just sectioned off,bullet points, nice and easy,nice and small to read,and a lot of just visualelements to keep my eyes engaged. – Absolutely. And then you’ll notice too,on the bottom of their e-mail,they have their social media links. So they have Facebook, Twitter, Instagram,Pinterest and Linkedin. So this is a great opportunity, right?If I’m opening youre-mail and I’m a customer,or potential customer. I wanna go and checkyou out on other sites. Make it easy for me to do that. So e-mail newsletters aregreat to cross-promote. – Absolutely. – Ooo, also Nealey, another thing. I know you’re familiar with this,but you’ll notice above the social links,what do we have here?- A giant, well not so giant. It’s pretty little. But it’s an unsubscribe button,but there’s a giant meaning behind it. So, the Canned Spam Act says thatevery e-mail marketingnewsletter you send outhas to have two things, at the very least. An unsubscribe button and a location. Now, I know some of yourare just solo-preneurs,or your home business is at home, right?So you can put PO boxes here,but it does have to bea legitimate addressthat you can receive mail to. ‘Cause if you don’t follow these,you’re essentially becomingspam and we don’t want this’cause we know you’rea legitimate business. All right, Emma. That was an awesome demo. I hope it really helped you withcreating your own e-mailnewsletter campaigns. So now, you’ve got the subscriber list. We’ve got the content. How do we know it’s working?- Great question. So, definitely wanna lookat unsubscribes, right?That’s probably an obvious. And this is something youwant to keep an eye on. ‘Cause it’s gonna informyou that maybe your audienceisn’t exactly as organic as you thought,and you need to continue building it. And also, maybe reconsider the content,which we’ve just spenta lot of time covering,what makes great content. Also, looking at open rates. I know we do this a loton the marketing teamwhen we’re putting oute-books and webinar invites. Check it out, you know. Are they opening the e-mails?And then, if they are, infact, opening the e-mails,are they actually clickingon your call to actions?Your links. – And I would encourageyou not to be discouragedabout the open rates. Because with e-mail, it’s notgonna be a 90%, 100%, 80%. Open rates are gonna bepretty low, but that’s okay. You’ll get, I don’tknow, anywhere from like10-to-20 is aboutaverage, percentage-wise. – That’s right. – But even if they’renot opening your e-mails,they’re still seeing your headlineand they’re still seeing your business,which increases that brand awareness,which your top of mind. All right, Emma. So what are some other best practicesyou can give the audience here on,just really, killing itwith their e-mail game?- Yeah, list maintenance. So about every six months, go in,pay attention to look,who’s opening youre-mails, who hasn’t been. And the ones who aren’topening your e-mails,isolate that list and letit chill for a little while. And then remind themdown the road like, hey,and see if they’re interested. Gauge it again, feel that out. But definitely do that every six months. – Yeah. And most e-mail providers that you usefor your marketing campaigns,you can set up groups so youcan easily move them into,a haven’t heard from me group,or a hot leads group,or a cold leads group,or however makes sense toreally organize your listing,so that way you can kill the game. – All right, that’s a wrap. You just learned e-mailmarketing best practicesto help grow your business. – And hey, comment belowyour best subject linefor the world to know. And while you’re there,make sure you like,subscribe to the channelso you know when thesevideos are coming out. This is The Journey,we’ll see you next time.