TAS 556 Ask Scott #174 – Is Email Marketing DEAD and Should I Still Build a LIST?

What is the status of your business, right now? Is it still a pipe dream or have you been working on it for a while now? Either way, this episode is for you! It’s time for another session of Ask Scott here on The Amazing Seller! On this episode, you’ll hear from Scott as shares his thought of the week on customer service and as he addresses a two-part question from a TAS follower like you! Get the hyped-up excitement you need to go out there and grow your business by listening to this helpful episode!

Why you should over deliver on customer service.

Think back, when was the last time you experienced out of this world customer service? It’s rare these days but a good experience stood out, didn’t it? The truth is, everyone wants to be valued and served with a high level of care and detail. Are you giving that type of experience to your customers? Would they agree with your assessment? According to Scott, by providing high-quality customer service, your business can stand out from the crowd in a positive way! To hear more about why you should over deliver on customer service, make sure to listen to this engaging episode of The Amazing Seller!

Is email marketing dead?

Is it really worth your time and resources to invest into building an email list? Is email marketing as effective as it once was? On this episode of The Amazing Seller, you’ll hear from Scott as he shares his thoughts on email marketing. While new tools will come and go, the fact is, email marketing has been around for quite a long time and is still being used today! Business leaders like you shouldn’t just keep doing something like email marketing just because other people are doing it, you’ve got to look at the data. As it currently stands, the data shows that email marketing is still worth your time and investment. Hear Scott expand on this topic and much more by listening to this episode!

Expanding options including Facebook Messenger.

As ecommerce leaders like you continue to push the envelope when it comes to innovation, when will customer engagement strategies catch up? Apparently, they already are catching up at a breakneck pace! More and more businesses are utilizing Facebook Messenger to communicate with their customers and even draw in new members of their audience. What are you waiting for? Are you willing to test out Facebook Messenger engagement? Scott thinks that there is real potential when it comes to utilizing Facebook Messenger but that leaders like you should’ t use it as a replacement for tried and tested channels like email marketing. Learn more from Scott perspective on leveraging Facebook Messenger by listening to this episode of The Amazing Seller!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:00] PACE isn’t going away, make sure you know the method!
  • [5:45] Scott’s thought of the week; over deliver on good customer service.
  • [11:00] Q: Is email marketing dead? Should I focus on Facebook Messenger instead?
  • [17:20] Closing thoughts from Scott.

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TRANSCRIPT TAS 556

TAS 556: Ask Scott #174 – Is Email Marketing DEAD and Should I Still Build a LIST?

 

[INTRODUCTION]

[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 556 and session number 174 of Ask Scott. This is where I…

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…answer your questions here on the podcast as we sit around having a cup of coffee, at least I am. Maybe you are. Maybe you’re not but if you are, let’s have some coffee together. What do you say? So, today I am fired up because we are going to be talking once again about email marketing and the question that I received was, and it’s a good one. A lot of people wonder this, “Scott, isn’t email marketing dead and should I still build a list?” Great question and we're going to address that. Even though we may see a decline in people reading emails, there are things we can do to really keep it alive in my opinion and there are also cool things that we can do with that email list and I will talk all about that when I address this question and when I answer it.

Before I do, I want to remind you that if you have a question that you want me to answer on an upcoming Ask Scott session all you got to do is head over to TheAmazingSeller.com/Ask and leave a question right there. All right. Now, if you’ve been paying attention over on my YouTube channel, you probably already noticed that I answer these questions over there and that’s where this recording will come from. You can also leave a question either about this or maybe for a future episode right there on my YouTube channel as well. So, if you have not went over and checked out the YouTube channel for TAS, head over to TheAmazingSellerTV.com. I’ve been spending some time over there and I’ve been really firing up that whiteboard of mine. I’m getting a lot of use out of that and a lot of you have been sending some really positive feedback on those and really say just keep them coming. I’ve had a bunch of people say, “I really like this whole PACE method that you’re breaking down and these four pillars and breaking it down over there on the whiteboard.”

[00:02:04] Scott: I’ve already done a miniseries here on the podcast. What I’m going to do because this isn’t going away, this is something that we’re going to continue to be working on and explaining and diving into because I believe that these four pillars are the most important pillars in any business. Right now, you probably heard me talk recently about our private clients that we’re working with or our Inner Circle members. These businesses are doing well over 350,000 to 500,000 and into the millions as far as how much money they’re generating in their business but the thing that we’re working on and the common thread in all of these businesses pretty much are they still need to focus on these four areas. So, what we do is we kind of take this framework if you will, these four pillars, and then we start to analyze a business and see where they're strong, where they're weak, and then we start to work on those things. The cool thing is, is we can go back and we can tweak any one of these areas.

But if you are just starting, you want to get started on the right track and you want to be in that P of PACE and the preparation and foundation because that is really, really important and then when we get into the A which is the attention and the C, the cultivation and the E, the expansion, it all just starts to kind of work together and then you start to build this really solid brand. So, if you are interested in checking out PACE if you haven’t done so which I really think you should, head over to TheAmazingSeller.com/PACE and you can go through all of that training over there, free by the way. Yeah. That’s right. Free. You can go over there and check it all out and I had that some people reach out to me and asked me a little bit more about the Inner Circle, about our private clients that we’re working with. It’s a very, very small group that we work with. We keep it to 10 or less and right now we’re actually getting ready to meet for our first quarterly meeting and we spend two days together working on these businesses and really one of the main things that we work on is focusing on these areas of PACE but we really work on building out those systems outside of that one channel and getting themselves set up so we have a wider reach within our brand and all of that stuff.

[00:04:16] Scott: So, if you are interested, if you’re at the – I would say if you’re at the $500,000 mark in revenue per year and you’re interested in working with us or filling out an application because it is by application, we don’t work with everyone, we want to make sure that you’re the right fit, you can head over to TASInnerCircle.com and you can read all the details there. I’m really looking for and this is what I think all of our Inner Circle members are is they’re our dream clients. They’re the ones that we know we can turn a few dials or flip a few switches and get them dialed in because marketing is our specialty. That’s what myself and my team have gotten to be really good at through experience. We’re doing this for years, not just Amazon. And it’s really cool to be able to see someone that’s doing so well on one channel and then if you add some of these other components that we’re talking about like we can 2X, 3X, or even quadruple a business just by using these marketing things and building these brands using the PACE model really. So, if you’re interested, if you’re at that level, check that out. I will again link everything up if you go to TASInnerCircle.com. You could check that out.

All right. So, before we jump into the question of the day, let me give you some thoughts that have been kind of flowing around in my head. There’s always a lot of thoughts kind of going around in my head but this one here is pretty recent and I’ve talked about this before but I’m going to talk about it again because a lot of businesses don’t realize the power in this and I think we all know it but we don’t really value it as much as we should. What I’m talking about here is customer service. So, here is a customer service reminder from Scott and here’s why.

[00:05:56] Scott: I was at Starbucks the other day. We got done with lunch. My wife and I we eat lunch together every single day unless I'm traveling but pretty much every day we have lunch together and after lunch, I said, “You know what, I’m kind of in the mood for a coffee. Let’s go over in Starbucks and let’s have some coffee.” But before that, let me kind of back up a little bit. At lunch, we were commenting on our waitress. She was just so, I mean, happy and bubbly and energetic and accommodating and took care of us and she didn’t feel like we were, I guess, you know sometimes you’re in a restaurant, you feel like the waitress or the waiter is just going through the motions and they’re faking. We felt that she was authentic like she really just wanted to serve people like she really, I mean, she’s like, “I’m here. I might as well do a good job. I might as well be nice to people,” and you know what, when I’m sitting there right now what I’m going to tip this waitress or waiter I’m always taking that stuff in consideration and I understand what they do so I overtip when it’s at that point. Generally, like people are doing like 20%, I’m like, “No, I’m going to do 25 for this girl,” because you know what, she earned it.

And she is doing this business a great service and I’ll a lot of times let the manager know. I didn’t in this case but I do a lot of times and it makes me feel like this person genuinely wanted to make sure that we did have a good lunch and it’s simple but it’s so powerful. If I was to go in and lead a team inside of a restaurant, I would go all the way from the person that's greeting the people all the way and sitting the people like the hostess, that person and then I would go to the waitress and the waiters and then I would go to the people that were maybe bringing out the food and then I’d go to the busboy, busgirl, whatever, bussing tables like all that, it would be a well-oiled machine. I mean, there are some restaurants that really have it and some that really don’t have it and you can see it. I would have liked the tables would always be wiped down. All of the crumbs would be swept up. You can tell when things are let go. It's that detail.

[00:08:03] Scott: And the reason why I’m sharing this with you is because it’s the simplest thing. It really is but so many businesses don’t do it and you can do it in your business. You can do the exact same thing. I’ve got one person that I know of right now that is in a business that is so competitive and the only big advantage that they have not even their product, it’s their customer service. Look at Zappos shoes or sneakers or whatever like where you buy sneakers and shoes like Zappos. They sell other people’s shoes and sneakers but they won on customer service. Same thing with Amazon. What do they do? They won you over. They went in the red because they had such good customer service and they were only going to make sure that you are happy and then once they had you and once they had your trust in that, they know they got you for life. It’s the same idea like Amazon did it to us. You can do the same thing to your customers. Just wow them with the service. I’m telling you.

Starbucks, another quick example and I started to go to that but I kind of went backwards. We went to lunch, had lunch, and then we said let’s go get the coffee. Went over to Starbucks and, man, this girl was fantastic and she was bubbly over the speaker. I did drive through and then I got to the window and she was just as bubbly there, smile. It’s just incredible when people treat you that way, you feel really good but you also think differently of that business. There’s other Starbucks in my area that I don’t go to because I don’t get the service. I skip that Starbucks and I only go to this one. This is a franchise. The franchise owner can make their Starbucks stand out from the other Starbucks right down the road just from the people serving the coffee. Did you ever think about that? It’s pretty crazy. So, the thing is you have to understand that you have control of this as well. Perfect example, your Amazon listings, you get reviews. You should be on there commenting back on those reviews good or bad, letting people know, “I am present in my business. I am a real person or we have real people that are paying attention.”

[00:10:07] Scott: It’s such a small detail but it goes so far in business so don’t skip that. Customer service reminder here from Scott. Over deliver on customer service. It really doesn’t cost you all that much. You can hire someone on your team to do it, probably pay them a decent wage but you’ll get so much more back from that. Trust me. All right. So, you could probably even hear me. I’m slapping my hand. I’m so excited about customer service today. So, with that all being said, let's dive into this week's question and I should remind you also that the show notes to this episode can be found at TheAmazingSeller.com/556. So, let's do it, guys. Let's dive into this week's question and I'll give you my answer. Let's do this.

[Q&A]

[00:10:57] Scott: So, now what I want to do though is I want to read the question that came in. It’s not that long but there’s actually another part of the question which also makes this person believe that email marketing might be dead. So, let’s go ahead and read the question now. All right. So, Seth asked the question here and he says, “Isn’t email marketing dead? A lot of people are using Facebook Messenger with a 90% open rate. Do you use Facebook Messenger?” All right. So, first off, Seth, thank you so much for the question and it’s a good question and I’ve asked myself this question kind of. I didn’t ask myself if email marketing is dead but I did ask myself, is Facebook messenger worth it? We're hearing people saying that they're getting 90% open rates and like 50% click-through rates. So, let me just kind of tell you what that means or explain to you what that means if you're not quite sure. What that means is that someone has opened a message from me and then someone has clicked the link inside of that message. Same thing with email. That’s kind of how we see if it’s still working.

So, if email was dead then that would mean I would send an email out to 1,000 people let’s say and let’s say I had five people open it up. That would be terrible. But what I can tell you right now in multiple brands that I’m working in including my own we are seeing between 20% and 40% open rates on email, 40% being on the high end and 20% being on the low end. All right. Now, the reason that we’re getting such good open rates is, number one, we have a good headline or a subject line so if you’re struggling with email marketing right now and you’re getting low opens, start playing around with different headlines. Don’t make them that long, make them shorter and also use some curiosity and also deliver what you’re going to deliver inside. So, if you’re going to give them five tips on how to catch more bass, well then, the subject line should be something like, “Learned a new trick on how to catch five new bass,” or, “This new thing I found over the weekend,” or, “You’ll never believe what worked to catch these five fish,” or something like that.

[00:13:07] Scott: Again, I’m thinking on the fly here but you want to use curiosity but you also want them to be like, “I want to know what that is.” So, that’s a good way to get your opens coming in a little bit better. So, your opens on your email a lot of times is because you don’t have good subject lines and then the other thing is to get the click inside of there. You want to also tell them a little bit about what you’re going to be sharing but then the content inside of there should also get them to want to click the link to see more or to read the full thing or see the full video, something like that. So, a lot of times when people are judging if email is dead is because those two components aren’t really dialed in. So, that’s what you need to understand there. Now, let’s talk about Facebook Messenger. We’ve actually experimented with this in one of our brands and you know what, you’re right. It does get really good open rates.

But the question is, is on desktop, when their message pops up and they haven't really opened it but it kind of a appears as they did, is that really an open? Did they really look at my email? Now, if on email if they open my email, it shows as an open but on Facebook, it could kind of be skewed a little bit because it's not technically an open. But here's one step that I did find interesting and I thought was pretty awesome is that our click-through rate was 40%, some of them were a little bit lower, 30%, some of them were 48%. So, yes, I would say that you are getting a little bit more engagement right now but email has been around for a long time and I don’t believe it’s going anywhere, my personal opinion, so we’re continuing to build our list. We’re also going to be using some Messenger stuff and we’re going to be building some custom audiences in Facebook but that’s for a whole other conversation. Do I think that you should be going all in on Facebook Messenger? No. I think what you should be doing is maybe a mix of both but I think you should be building your email list.

[00:15:04] Scott: Now, here’s another thing that really was kind of eye-opening to us is we sent out a promotion through our Messenger and then we sent out a promotion through our email. We got a better conversion to a sale through email versus Messenger. Now, we only tested that a couple of times. Again, you want to test to your market and see what works for you but, again, maybe that’s just because they’re on the platform where they’re not really buying and they’re there to really maybe consume content or be entertained so maybe what you’re going to do and this is what we’re doing is using the Messenger to go to a piece of your content which the content could lead back to a sale. Now, with email, we kind of do that same thing but it seems to convert a little bit higher. Now, that one tip that I wanted to share with you on how you can increase your open rates on an email, here’s one tip that I don’t see a lot of people using at all.

Once you send out that email to your list, let’s say it’s 1,000 people and let’s say you get a 20% open rate which is standard by the way, giving 20% is really good in the email marketing world but let’s say you got 20% to open. That’s 200 people. Now, there are 800 people that never opened your email. And a lot of the programs out there, AWeber, MailChimp I believe and definitely ConvertKit, now Seva. That’s the new name. You can send to unopens. So, what I generally do is I’ll give it 24 hours and then I will send another email maybe change the subject line just a little bit, the email is the same, and I will send to be unopens, people that didn’t open the email, and I’ll generally get between 8% and 10% more people. So, by doing that one thing, we’re able to get another 8% to 10% of those people to open our email which also means a greater chance for them to click on the link to either buy something or go to a piece of our content.

[00:17:04] Scott: So, you see where that’s huge? If you are not doing that, you need to do that and you’re not bugging your list because you’re only emailing to people didn’t open the email. That’s a big nugget right there. Write that one down and use that one the next time you send an email.

[CLOSING]

[00:17:23] Scott: All right. So, there you go, guys. There is my answer to, is email marketing dead and should I still build a list? I think the answer is yes. Can you use other things? Yes. Are there going to be other shiny objects? Yes. But I still think that you have to figure out a way to communicate and I think email is a great one still to this day but I also think we can use that as an asset whether we want to upload that through Facebook or we want to use it as a custom audience or retargeting. We have all of those things we can do as well. All right, guys. So, I want to remind you the show notes can be found at TheAmazingSeller.com/556. If you want to ask your own question, couple of different ways you can do it. You can head over to TheAmazingSeller.com/Ask, you can do it there, or you can just head over to the YouTube channel at TheAmazingSellerTV.com. Ask a question over there and I’ll do my best to answer on an upcoming Ask Scott session.

All right, guys. So that’s it. That’s going to wrap it up. Remember, as always, I’m here for you, I believe in you, and I’m rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.

[END]

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