Welcome! Today we're going to have a great conversation. We're going to talk all about the most common mistakes people make when using email marketing in their brand. Don't worry. We're also going to talk about how to fix these problems, so you're using the best practices in your own business.
If you haven't started building your email list, you should really consider it. I mention this on a regular basis because it's very important. Therefore, I know that it can sound scary building an email list from scratch, but you just have to get out there are do it. I would recommend starting as soon as possible in order to see the best results.
When you have an email list, you'll have control over your traffic. It'll allow you to get people to your website, view your products, and become aware of your product launches. Email marketing can really change your brand's course for the better, so you should get started as soon as possible.
Email Marketing Mistakes to Avoid
From personal experience, I would say one of the biggest mistakes people make in regards to email marketing is not sending emails out in the first place. This could be because they haven't started an email list or are unsure what to send to the list.
Keep in mind that you're building your building out your email list for a reason in the beginning.
Some people build it just for the money, while others are looking to build a community through their list. These people are looking for ways to ensure their audience can get to know, like, and trust them. This is the best method to retain lifelong customers.
If you're only focused on building a list to make money, chances are you're doing it for the wrong reason. I highly recommend avoiding this route as you may not see the results you're looking for. Email marketing isn't just about sales.
It's all about building a strong relationship with your audience and potential customers. The secret is to find out what they need help with and how your product or service can become a solution for their problem. Your job is to guide them in the direction they need to go.
My Recent Case Study
I recently had a conversation with my friend Dawn, who now has a successful blog. She is currently getting 30,000 visits to her website a month. During our conversation, I asked her how her email list-building process was going. She is getting people organically signing up every day who visit her website. However, as of right now, she isn't currently paying for leads.
Most of the emails that she is sending out to her subscribers are related to new blog posts, new products, and sharing recent stories related to her products and services. She sends one email out a week, and it's basically a recap of the past week, similar to a mini newsletter.
The next thing I asked Dawn is if she had sent any emails to her list promoting a specific product or service and she hasn't yet. When I asked her why she said she wasn't sure if people would be interested in hearing about those things.
If you're looking to make money in your brand, you need to let people know that you have a product or service to sell. If you don't, they will never know or be able to purchase anything from you.
In my own business, I mention the products that I sell often. If you've listened to my past podcasts, you'll notice that I mention a product related to the topic in almost every episode. I know that not everyone will be interested, but it does allow me to reach people who want to purchase one of my products.
Keep in mind that there is absolutely nothing wrong with providing your audience with a subtle pitch for your products and services. Even if it's not the right time for someone new, they will remember later on when they are in need of your product or service.
You need to plant the seed now so that people know in the future that you have something for sale. If you don't, you're missing out on big opportunities. So, you need to be willing to come outside your comfort zone a little bit.
The Biggest Email Marketing Mistake
Now let's get to the most important part of the conversation today. The biggest mistake that I see people make with email marketing is that they aren't selling to their audience at all. They are too afraid to sell to people in their emails. Many are too worried about being judged or that their audience is going to get tired of them and subscribe.
I'm not going to lie to you. I do get very nervous at times when I'm pitching a direct promotion or sending a lot of emails advertising a new product. Yes, there may be people who end up unsubscribing, but the truth is I don't want them on my list if that's the case. I care about the people who I can help and make a direct impact on.
I sometimes will get emails for past promotions saying that the person missed the deadline. So that's why I make sure that I send out several emails for each promotion to make sure people have plenty of chances to see it.
How to Sell to Your Email List
If you haven't built a relationship with your audience yet, don't sell to them. You need to work on making a good impression first. From my own experience, I would say that the first impression needs to be focused on building a relationship with your audience.
You need to let your audience know that you are there to help them before asking for anything in return. In order to do this, I would send at least two emails before sending out any direct sale emails. This will show them that you genuinely care and aren't solely focused on making a sale.
You also can't just put something out there that is useful, sell and then go away. You have to continue providing value after you've sold to your audience. This will be a continuous cycle as you have other products or services to sell down the road.
Here's the step-by-step process you should take when you're doing a promotion. It's the same process I have used in my own businesses.
The first promotional email that you send out should let people know that a promotion is coming. This will allow them to plan ahead and be ready to check their email when the promotion is live. If they don't know that a special offer or discount is coming, they might miss it.
Then when the promotion is live, you'll email people to let them know. You'll want to send multiple emails during the duration of the promotion and provide a clear call to action. The key is to give people several opportunities to see your emails.
The day that the promotion ends, you should consider sending two emails. Trust me; it's going to be worth it. You'll send an email out first thing in the morning reminding people about the promotion and that the offer is coming to a close soon. The last email should let them know that it's their last chance to get the promotion.
You could even send one in the afternoon and one a couple of hours before it ends if you're feeling up to sending out three on the last day. I would highly recommend sending out a total of four or five emails for each promotion that you offer.
If someone is upset and wants to unsubscribe, that's ok! You have to be willing to let them go if they aren't interested or get offended when you send emails. There are going to be people who unsubscribe any time you make an offer, but you can't let it affect you. This happens in every brand.
Deadlines drive everyone, and people react to them, so that's why you need to do direct promotions that are only available for a limited time. You should also minimize the number of links that you send in promotional offer emails—only direct people to one place. You could have multiple links, but they should all go to the same offer.
Before you get started, I want you to map out your promotion on paper. This will help you work backward to see when you need to send out your emails and make sure you're reaching people at the right times.
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“Remember, I'm here for you, I believe in you, and I'm rooting for you! Now it's time for you to take action and go rock your brand”!
Take-Aways From Today’s Episode
- Email Marketing Mistakes to Avoid (3:11)
- My Recent Case Study (6:10)
- The Biggest Email Marketing Mistake (9:30)
- How to Sell to Your Email List (11:19)
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Quote: Deadlines drive everyone, and people react to them, so that's why you need to do direct promotions that are only available for a limited time.