Ep. 35 – How to Build a Permission-Based Email List

It’s time for episode 35
in the Vyral Marketing Show. You are going to learn how to builda permission-based email list. So welcome back!It’s episode 35 of the
Vyral Marketing Show. I am Frank Klesitz,your host and the co
founder of Vryal Marketing. Where it’s our mission,here on the show,to help you attract
business, attract clients,by publishing educational
information onlineso people find you,and you stay in touch with your database,and people get to know you onlineby spending time online with you. Which makes it so much
more easier to do businesswhen you’re talking to people you know,than people that you don’t. When more importantly,
people who know you,is what really scales. You know, a really good database,goes beyond just the people you know,it’s the people who know you. Which you can do by scaling yourselfby getting on videoand doing stuff like I do here on my show. Which we do for our Vyral clients here. And before I get into the show today,where we’re gonna talk about how to builda permission-based email list,not some spam list,not some list of emails
that you rip off online,or some emails that you kind
of questionably generate,let’s say online, at what
they really opted in for. I mean a real permission-based email listof people who are excited,and want to hear from you. Because that’s where email
marketing is heading. Is that if you don’t have permissionfrom people to email them,it is getting more difficult, it is hard. Email service provider’s terms of serviceare strengthening up,they are auditing their lists,and if you don’t have a permission-basedemail acquisition strategy in place,the world is moving
forward not in your favorto be able to do your email marketing. One of the questions we’ve been gettinga lot here at Vyral is,”how do I build really a solid”permission-based email list?”So everyone that you email
actually wants to hear from you. It’s a lot simpler than you think. It just requires a little
different change in your strategy,that’s what we’re gonna cover today. And that’s actually one of the stepsof our official video marketing planthat you can go to the
homepage of our website,www. getvyral. com,and download the Official
Video Marketing Plan. It’s the plan we recommend for you,and the plan that we implement
for all of our clientshere at Vyral Marketing,to help you reconnect with
your number one business asset. I say this every show,do you know what it is?Your database!It’s your clients, it’s your past clients,it’s your sense of influence,it’s all those people that you’ve known,you built a relationship
with over the years. What are you doing to
stay in touch with them?We have to reconnect with that list,that plan goes through
reconnecting with your list,adding people to your list,communicating with your list,and then proactively making offers to it,or calling the people who
are engaged for business. Step number two of the
Official Video Marketing Planthat you go download and read,is about how to build your list. Now I wanna give you a little update. I wanna update the material. I’ll be rewriting the
Official Video Marketing Planin the coming months for version two. I wanna give you a little previewof the section of what you need to doto build a permission-based email list. That is what we’re gonna cover today. So, let’s get right into it. Now, for the longest time at Vyral,we started the firm maybe in 2007,no, I’m sorry, 2009 is
when we started our firm. You know, as long as you
had an existing relationshipin some way, where people knew you,or you were connected with them,it was fine to email somebody. That was the standard. But here’s the deal,the terms of use of
email service providers,the email service provider we use nowat Vryal Marketing who’s
wonderful, is Emma. You could actually go
checkout Emma online,E-M-M-A,I believe they’re based out of Nashville. And that’s the account that you getas a Vryal Marketing client,we load your emails into a Emma account,and we send your emails through themas a service provider, they’re fantastic. But now it’s getting more strictof who you can actually email. The highest standard I can give youis that you’ve had recent
permission to email somebody. So I’m not gonna get into today
reconnecting with your listof who you had permission with and not. I wanna talk today about
adding people to your list. If there is anything that you can do,to get the best results on
the Vyral Marketing Plan,it’s actually not create great videos,it’s building a strong list. You can send a poor video
that isn’t that goodout to a great list of relationships,and you’d get response. You can send a great
video out to a poor list,and still get bad response. All right?So the most important thing
you do is build your list. Let me give you a couple tips,let me get into it,let me teach you today, follow me,of exactly what you have to do to builda permission-based email listof people who want to hear from you. Because my goodness,
that is a valuable asset,that you can monetize. People will call you. People will do business with you. So let’s get started. My first question to you would be,is how many people do you
speak with about what you do?Think about it. Think about all the people
you speak with during the day. On your appointments,maybe you’re doing lead follow up,maybe you’re prospecting,maybe you’re at an event,whatever your cup of tea is ofhow you go about talking to people,how many people do you talk
to a week about what you do?Or, more importantly, if you have a team,or you have a firm,how many people in your firm,how many people does
your firm talk to a week?Think of all those opportunities,and think of how much work it goes into make those conversations happen. Right?Well, here’s all I challenge you to do. At the end of every existing conversationthat you’re already having,whether it’s with a client, a customer,a prospect, whatever it may be,all you have to do at the very endis offer them a free
subscription to your newsletter. Got it?Offer them a free subscription
to your newsletter. And by your newsletter,
I mean your video blog,your video emails, whatever it may be. But I think newsletter people
can really resonate with,cause that’s really what you’re doing,you’re publishing a
newsletter twice a month. Here’s how the script goes,Hey, it was great speaking with you,by the way we publish this newsletterthat helps solve this problem. I’d really like to give
you a subscription,it’s totally for free. If I could get your email
address I’ll send it to you. We publish it twice a month. It’s full of really useful tips,and the videos are great. What’s your best email address?I wanna give you a free
subscription to our newsletter. And you would personalize
that for your industry. If you could just somehow lead your team,or remind yourself by putting like,a big giant sign in front
of your computer or phone. I want you to think aboutall of the missed opportunities you’ve hadby all the conversations youor your team has been having,because you’re not asking
permission to stay in touch. Look, if you’re going out andyou’re talking to people,and you’re only looking for peoplewho want to do business now,that’s like 3%, let’s say,of the conversations you’re gonna haveof people ready to do business now. Most people will do
business with you later on,and they’d be happy to have
a relationship with you. If you could just ask for
permission to stay in touch,if you can offer a free
subscription to your newsletterat the end of every conversation,that one thing is what takes businessesthat sputter along like this,the businesses who actually
start building an email listget more come work with me
inbound calls over time. And it’s not that expensive,whether you have a database of 100 people,1,000 people, or 10,000 people,it’s pretty much the same,short some email credits
to get the message out. So how valuable is a
permission-based list?So think about, if you’re
talking to 100 people a week,let’s just say a third of people say,”yeah, absolutely, send
me your newsletter. “That’s 30 people a week!One. . . twenty a month?One two three four six seven . . . Yeah, 120 a month. You know, that scales up overtimeof all the people you’re
adding to your list. Here’s what I want you to do,if you have a team, okay?If you have a team,when you do your team meetings,or your meeting with yourself,if you’re a team of one,you probably track in some
way how many dials we’ve made,how many contacts we made,how many appointments we’ve set,how many contracts we got signed,how many customers we have,and how many referrals did we get?Something like that is
probably in your team meeting. Those are the metrics that drive business. Some type of sales meeting like that. Here’s what I challenge you to do. I want you to add another
key performance metricto your sales meeting. It’s not just dials and
contacts and appointments,here’s the order,it’s dials, contacts, permission,then appointments. You see when you speak to somebody,if they’re not ready to do business now,or really for any reason for that matter,you wanna make sure you have
permission to stay in touch. And if you already do,re-ask for permission to stay in touch. And every time that you
get an email address,or you get permission
from staying in touch,that is a valuable asset. All right?How much permission did we get this week?Is a question you wanna
ask yourself and your team. It could be 30 people,
40 people, 50 people,think of how that’s going
to compound over time. How much does this cost you?How much does cost you to add thisemail acquisition
strategy in your business?Nothing. Just a little bit of
focus, that is a cost,but just a little bit of focusto make sure that you’re doing thisis like the biggest
thing that you could doto get better results
with Vyral Marketing,is making sure you give us a strongand powerful list of people
who wanna hear from you. And that is one of the best ways to do it. Now, let me give you a little side tip. All right?Here’s what normally happenswith many of you who are clients. You’re building your database,you’re asking for email addresses,you’re asking for
permission and you get it,and it goes in your database. And it’s not until two, four,sometimes five, six weeks later,they get their first message from youwhen your video goes up. Now do you think that
person you spoke withfive weeks ago, lets say, rememberswhat the heck this video is?No, they don’t. So I wanna ask you a question. When you go opt in on an online form,when you go to a form online,you put your email address in,for anything really, for that matter,what’s the next thing that happens?Well, you get a subscription
confirmation email, don’t you?You put your email address in,then boom in your email
inbox right away, boom!Subscription confirmed,or, hey, here’s what you asked for, etc. One of the things I’m gonna writein the new Official Video Marketing Plan,is making sure you and all of our clientshave a great, and outstanding,subscription confirmation email. If you get 60 email
addresses over the phone,or even could do them
through an email chat,or a text chat,you get permission to stay in touch,you wanna make sure that once you addthat person to your database,a subscription confirmation emailis sent to them right away. You can get these cool plug-ins
for your email browser,like on Gmail, that have templates,where all you have to do is pull upa new email in Gmail,
click insert template,click send, that’s your
subscription confirmation email. That confirmation email, by the way,is the number one opened and clicked emailof any type of message
in internet marketing. So the email that goes out
after there’s verbal permission,or online permission,let’s say for an opt
in, or a subscription,when the confirmation goes out,it is the most openedand most clicked email of anything. So make sure that email looks amazing. I want your picture there,let’s get pictures of you and your firm,let’s get all your reviews in there,let’s include a link to your blog,a link to your YouTube. Let’s include your
backstory of who you areand who you help,and a call to action to
do business with you. Make sure that goes outso someone can be on the phone with you,maybe they don’t know you that well,that subscription confirmation
email goes through,they open it, boom!They see you on there. That’s something you wanna put in place. My first answer,to how to build a
permission-based email list,is just start asking permissionfrom your existing conversations. And making sure you get permission,you offer your free newsletter,make sure right away a
subscription confirmationgoes out right away,that you can fire off
like an email templatein your email browser,or your email program, rather,and that’s gonna solidify
the people in your database. And now that you continue
to get your newsletterthat goes out, on the
Vyral Marketing Plan. What does that cost you?Just some focus and time. Doesn’t cost you any money. All right?Now there’s a problem with
everything I just said. Okay?There’s a problem with
everything I just said. You see, in order to get sales,you have to be marketing
to your target market. And for many of you, you’re
not necessarily talkingto the people in your
target market all day long. You have random people calling
you that will never hire you. You’re at events with people
that will never hire you,and you’re building a database,you’re getting permission
from people to stay in touch,but you’re not building a databaseof people that have, lets say,the means, or necessarily the need,to give you money. And that’s a problem. We have many real estate clients,here at Vyral Marketing,you might be in real estate watching this. And they’re not building
a database of homeownersin high turnover neighborhoods
that need to sell their home,they’re building a database of a bunch ofrandom buyer leads all over the country,and people opting in online,that think about buying a home,that really have no intent. Now which database,or which list of permission
would you rather have?Would your rather have a list
of a bunch of random peoplethat have no interest
in what you do, really,or no ability to buy or hire you?Or one, lets say if you’re
a real estate agent,it’s a ridiculous question,but a bunch of homeowners in
a high turnover neighborhood,that are likely to hire you?Well, you would pick the latter. Okay. So here’s the second step,in order to build a great
permission-based list,not only do you need
to be asking permissionfrom people to stay in touch,with your subscription confirmation email,but you also need to pick a target market,and buy a list or compile a listof the people in your target market. I will use real estate for an example. If you are a real estate agent,you need to pick a farm. And a farm is a specific part of townof homes that you wanna sell,of homeowners you want to
build a relationship with. And the size of your farm is simplydependent upon your resources. If you’re broke and you
don’t have any money,or really any time,your farm could be a. . a street of homes, right?And as your resources expand,that farm can get bigger. That’s usually what happens. Someone starts off,
they have a small farm,they get some money,and they slowly expand that farm. That’s called attacking on a narrow front. They talk about that in The Art of War,which is a book that was
written a very long time ago. But when you have limited resources,you have to attack on a narrow front. So here’s what I’m getting at,you need a strategy to get in
front of your target market. And your target market may
not know any idea who you are,and you may not even have a planof how you’re gonna go
about talking to them. So your other conversations are happeningthrough your existing means, okay?But to go after a whole new marketof people that don’t know who you are,to break in, lets say into a farm,or any target market, for that matter,that’s very difficult. How do you get in front of them?Now, there’s different strategies,you can cold call them,you can go knock on their doors,all right?You can direct mail them,there’s lots of different ways. But let me give you a messagethat makes it so much easier to reach outto a cold list of people. And the strategy is,
invite them to an event. You see when you invite
someone to an event,it’s a great reason to reach out. It’s like, oh, that’s very nice. In the case of this farm,you create a seller workshop
where you’re gonna teach peoplehow you’re gonna sell their home. You create, you know,this party at the community
center, whatever it is. Or maybe you have a. . . A couple weekends from
now you’re gonna have a. . . A block party, or some
type of garage sale. Whatever the event is. And your reason for reaching out,the reason for maybe just
emailing them one on one,for calling them, for stopping by,for doing any advertising
is come to the event. It could be an open house if
you’re a real estate agent. The point is, you get a
cold market to an event. It’s so much more easy
to make that happen. And now when you meet all
the people at the event,get all their contact informationto bring them into your list. And that way you have a very strong wayof building relationships
with total strangers,that are actually strong,cause they all came to
a one to many event,and bring them on your list. And what’s beautiful
about event marketing,and why you’re going to include this,it’s a great strategy to break
into a cold target market is,it’s much easier to lead
with a secondary offer,into a cold market,rather than a primary offer. Let me explain. A primary offer would be,”do you wanna hire Vyral Marketing?”But instead a secondary offer is,”Come to one of our
workshops, watch the show. “It’s much easier to get someoneto come to a low cost workshopor watch the show,than to say my primary offer
of, “Hire Vyral Marketing. “I’ll go back to the real estate agent. Your primary offer is,”Hire me to sell your house. “But you can’t just walk aroundto a bunch of strangers saying,”Do you wanna sell your home?””Do you wanna sell your home?”I’m sure it works, if
you ask enough people,but it’s certainly not
very enjoyable a wayto build a business, all right?It’s much easier to go into a cold marketwith an invitation to an event,an excuse to start a
conversation, if you will. It’s also a lot easier to hire peopleto do that for you, to invite to an event. It’s much easier to hire people tomake a secondary offer to a market,than it is go around
making the primary offer. Okay?So, let me recap. Here’s how to build a
permission-based email list. Number one, start asking
permission to stay in touch. Start offering your video newsletter,your twice a month video newsletter,on the Official Marketing Plan,to everyone you speak with,or everyone your team speaks with. Encourage your team to do it, you know?Then, make sure you have a
subscription confirmation emailthat goes out right away. That’s the first way. The second way,go purchase, go build,a list of your target market,and get some way,pick your choice of how you
wanna get in front of them,direct mail, calls, messaging,Facebook ads, whatever,but focus on a target market. And the size of that
target market is based uponthe resources that you have. Start small if you don’t have much. And get a plan in place
to reach out to themand introduce yourself,and get them to an event. People will come if your
event solves a problemor connects the community. And then at the event,that’s how you meet peopleand bring them into your database. That is how you build a business. Not running around like a sales personwith your head chopped off,trying to chase the next deal. Okay?And that’s how you go
from chasing business,to attracting business. So that’s what we’re all
about here at Vyral Marketing. So I challenge you to end
watching this episode,to think about what are you doing to builda permission-based list?What are you doing to
gather contact informationof people who want to hear from youso you can send them
your educational content. So people spend time with you online,and either one, people
call you to do business,or when you call them they
have a conversation with you,and it’s very easy to find outif they have a need that you can solve. All right?So my name’s Frank Klesitz,I wanna thank you so much
for watching this show. If you liked this episode,you wanna watch more episodes,we’re up on iTunes,you can go to Facebook,we’re also on YouTube. And if you go to our websiteand scroll all the way down to the bottom,you can put your email address inyou can subscribe to my newsletter,by putting your email address in. And I’m sure you’ll get a
subscription confirmation email,so maybe you can model
that, of how that works. All right, I can capture
your email addressby you putting it on the website. We also capture an email
address by talking on the phone,same subscription confirmation email. You can go there and opt in,and if you have any questions you’d liketo answer for me on this show,just go to www. getvyral. com/ask. My producer Peter, who is
right behind the camera,will reach out to you,and see if I can answer a
question for you on the show. So thank you so much for watching,we’ll see you in the next show.


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