Email Marketing Best Practices to Grow Your Business
– Even if they’re not opening your e-mails, they’re still seeing your headline and they’re still seeing your business. That’s pretty incredible. – Ready. – Born ready. Welcome to The Journey. Today we’re talking about e-mail marketing best practices to grow your business. – All right, fun fact Nealey. This might surprise you. 86% of consumers actually want an 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 list and that subscriber list? – Right, contact list. So, there’s a couple of things to point out. First of all: Yes, you do 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 to subscribe 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 social media 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 recently was a local pizza shop in San Diego where I live. – As they do. (laughter) – And they basically were promoting that, “Hey, sign up for our newsletter and on your birthday, “you get a special deal.” – What’s that special deal? – Free slice of pizza, duh. – Nice. (laughs) – I’m all about that. I prefer the whole pie, but… – So, you can do kind of the same thing, right? Like, you build your list, you have your service, your products. You can give either a discount or your own version of a free slice of pizza. To kind of like sum this all up, is you’re giving value of some 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 you bring to your audience, the easier and more willing they’re gonna be to give you their e-mail, so that they can get you on that contact list.
– Exactly. – Now what do we do about creating the actual e-mails themselves? – Yes, the content. – Right. – So, you know what? Why don’t just show an example of a business crushing it with content on their e-mails? – Let’s go. – All right. All right, Nealey. So, I thought it made sense after going through all these best practices with e-mail marketing, to actually pull up an example. So, I was looking at this, well actually, my whole inbox, (laughs) And I was like, which subject lines are grabbing 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 to go through an example, what I love about this Canva e-mail, and it caught both of our eyes, is the banner. And look how clean it is. “Inspire your followers.” It’s crisp, it’s cool. And then also, I love the little call to action in the top right says, “Weekly newsletter, learn and be inspired.” Just kind of subtle call to action, right? – [Nealey] Yeah.
– [Emma] To sign up. And then as you scroll down, notice that there’s not a ton of text and it’s, again, very visual. And so they have these bullet points of 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. – [Nealey] Absolutely. And right below it, a giant call to action. Why is that super important in our e-mails? – It’s super important because you want to think about, what’s the purpose of your e-mail in the first place? What are you giving your audience? And if you’re going to provide a call to action, like Justin just pointed out, it’s a very clear big button, “Give it a go.” And then, in addition, they have these awesome templates. So they have some for Facebook posts, Instagram posts, and essentially, when you click on it, then let’s say you went to the Instagram post one.
From there they’re gonna give you a template to apply Canva for your business in 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’re gonna lose the reader. – Yeah. We don’t like to read just a giant block of text. It’s really cool to see it just sectioned off, bullet points, nice and easy, nice and small to read, and a lot of just visual elements 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 your e-mail and I’m a customer, or potential customer. I wanna go and check you out on other sites. Make it easy for me to do that.
So e-mail newsletters are great to cross-promote. – [Nealey] 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 that every e-mail marketing newsletter you send out has to have two things, at the very least. An unsubscribe button and a location. Now, I know some of your are just solo-preneurs, or your home business is at home, right? So you can put PO boxes here, but it does have to be a legitimate address that you can receive mail to. ‘Cause if you don’t follow these, you’re essentially becoming spam and we don’t want this ’cause we know you’re a legitimate business. All right, Emma. That was an awesome demo. I hope it really helped you with creating your own e-mail newsletter 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 look at unsubscribes, right? That’s probably an obvious. And this is something you want to keep an eye on. ‘Cause it’s gonna inform you that maybe your audience isn’t exactly as organic as you thought, and you need to continue building it. And also, maybe reconsider the content, which we’ve just spent a lot of time covering, what makes great content. Also, looking at open rates. I know we do this a lot on the marketing team when we’re putting out e-books and webinar invites. Check it out, you know. Are they opening the e-mails? And then, if they are, in fact, opening the e-mails, are they actually clicking on your call to actions? Your links. – And I would encourage you not to be discouraged about the open rates. Because with e-mail, it’s not gonna be a 90%, 100%, 80%. Open rates are gonna be pretty low, but that’s okay. You’ll get, I don’t know, anywhere from like 10-to-20 is about average, percentage-wise.
– That’s right. – But even if they’re not opening your e-mails, they’re still seeing your headline and 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 practices you can give the audience here on, just really, killing it with their e-mail game? – Yeah, list maintenance. So about every six months, go in, pay attention to look, who’s opening your e-mails, who hasn’t been. And the ones who aren’t opening your e-mails, isolate that list and let it chill for a little while. (laughs) And then remind them down 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 use for your marketing campaigns, you can set up groups so you can 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 to really organize your listing, so that way you can kill the game. – All right, that’s a wrap. You just learned e-mail marketing best practices to help grow your business. – And hey, comment below your best subject line for the world to know. And while you’re there, make sure you like, subscribe to the channel so you know when these videos are coming out. This is The Journey, we’ll see you next time..