Thank you [Music] Thank you [Music] Thank you [Applause] [Music] [Applause] [Music] My name is Neil Patel and I help Companies generate more Revenue through Digital marketing Entrepreneur magazine Said I was the number one marketer in The world and they also said I created One of the 100 most brilliant companies I started my first website at the age of 16. I took all the money that I earned from Working at amusement park and I paid a Marketing firm the marketing firm Provided no results and I quickly Learned that I wasn't alone Out of my frustration and from being Broke I had no choice but to learn Marketing my first client was a power Supply manufacturer I helped them Generate another 25 million dollars in Sales and from that point I realized the Power of marketing I helped everyone That I could and I built my reputation By being honest and over delivering I've helped companies like Google NBC Viacom General Motors eBay But nothing's more satisfying than
Helping small business owners succeed I found a four multi-million dollar Companies and I've learned all the Mistakes that you should avoid I've Written about them on Forbes Entrepreneur Inc Fast Company and even On my own blogs So awesome to know that colleges from All around the world are teaching my Material in their classroom over the Years I've received awards from the President of the United States the House Of Representatives and the United Nations People believe marketing is expensive And difficult Fortunately that's not true there is a Formula even if you don't have a Technical bone in your body you can get Results and my mission is to share this Formula with you Foreign [Music] Welcome to today's webinar uh really Happy to have you we got quite a bit of People here today so I'm going to share My screen All right can you guys see my screen Hopefully I'll take that as a yes John her now you can see my screen Yeah good to go yep you can see it Awesome so today we're going to be Talking about how to build trust through Email marketing strategies my name is
Neil Patel I'm the co-founder of NP Digital we're at agency that helps Companies with all aspects of digital Marketing from pay to SEO to social Conversionary optimization email Marketing and the list goes on and on We've worked with a lot of large Corporations Um have a lot of stats and data so when We break down what we're seeing that's Working keep in mind it's based off of Data right and we also have some people Here from the mirror post team keep in Mind they see a lot of data on email Marketing because their email marketing Provider and they see data for literally All types of Industries for B2B b2c E-commerce Legion and again the list Goes on and on and I see this data Across throughout the whole world so When we give you these strategies today Just keep in mind they're coming from a Place of uh data tested experimentation We know it works so just try a few of Them and you'll be better off than you Were before the webinar Um you guys already know a little about Me uh russet team do you guys want to Give uh introduction you want to start With you aparna Yeah um so my name is aparna sura I'm The director of the email operations Here at NPA I've been in the email Business for about 15 years
Um and super excited to talk to everyone Here today Hey my name is John Lang I am with mayor Post I'm the senior partner manager There as you can see I've been in this Game for based on the white hairs quite A long time but specifically in Marketing automation for over 10 years And it's a great topic a lot of fun and Because it's a topic that really Provides results as long as you're Paying attention so we look forward to Sharing some some tidbits with you guys Today And hi everyone my name is Manny ju and I'm a product consultant here at maripos And I've been a professional email Marketer for over 16 years And really excited for this great topic Here together with Neil and together With John and our expectation is that You'll come away with this webinar with Some very key practical tips on how to Improve your email marketing program Hey just to give you a quick sense of Who mirror post is and kind of what we Do Um essentially mirror post is a company That's that's been in business for over 12 years uh and we essentially have two Sides of the house we're out of Toronto We have about 400 plus employees we Essentially like I said have two sides Of the house one being an e-commerce
Side of the house and the other being uh In the email side of the house Essentially you know when I talk about Email we're talking about text we're Talking about marketing automation we're Certainly talking about marketing Journeys we're talking about social Components all the pieces that are Really required to grow relationships And develop results uh and again just Super excited to be here Yeah So some quick email marketing stats Before we kick this off 33 of markers Send weekly emails and 26 send emails Multiple times per month I highly Recommend that you send at least an Email a week if you're not doing that You're missing out on a ton of Revenue Uh 77 of markers have seen an increase In email engagement over the last 12 Months especially with people being home And post covid a lot of people do their Shopping online whether it's for B2B and B2c and a lot less in person and you Want to make sure that your emails are Compatible for different device types Such as smartphones laptops iPads and Even for those smaller phones because Not all of them are big in screen size And you got to continually test uh to How you collect leads emails how you Send out them what subject lines use how To maximize you know open rates these
Are all the ways that you're going to Maximize your Revenue And I've also heard over the years is Email Dad well funny enough for us at Our company NP digital Email marketing is one of the largest Drivers of revenue for us right it Builds relationships over time generates A lot of sales it's the same for E-commerce in most Industries as they Say the money's in the list there was an Email marketer years and years ago named John Reese who would make millions of Dollars from email so much so that he Had a SCUBA tank in his house or a fish Tank in his house it was so large that He had a scuba diver to jump in it and Clean it that's how he cleaned it each Year and he literally said I made all my Money through email marketing Um you see some stats here I'm not going To read them but in essence all I'm Getting at is email marketing is not Dead look at MailChimp it sold for over 10 billion dollars to into it that just Shows how much money is in email Marketing Yeah you know I couldn't agree more it's It's kind of always the elephant in the Room Um you know we've been doing this for Quite a while so I was uh you know when You think about forty two hundred Percent ROI on email when you see the
Guys on the beach that are you know Becoming millionaires while they're on The beach I can tell you that 98 of the Time the strategy that's involved is Maybe a holistic part of their strategy Is email so just absorb the facts that Neil laid out absorbed 42 for every Dollar spent in terms of your return on Investment it's ridiculous it works but You have to do it right So I just wanted to briefly talk I was It I was of a strategy a conference Right digital marketer and many of you May have heard of Ryan dice out in the World so this was two years ago this Isn't ten years ago this wasn't 20 years Ago he came out in his keynote speech And he asked everybody in the audience What is the number one strategy that you Need to employ in your business today What does everybody think and hands went Up everywhere right of course the tick Tocks of the world and uh the Instagrams Of the world all came up but the answer To this question was email marketing so Again just uh sit back enjoy pay Attention today it's a huge component And necessary to really a topic that We're going to touch on today about Building trust and how you can actually Build relationships uh using email Marketing and using it properly so That's kind of where we're gonna we're Gonna head foreign
So I'm going to quickly introduce Manny Ju here in just a moment and Manny has Is going to talk to you a little bit About trust so again really all this is About is using touch points with your Email and taking the idea is to turn Strangers right into People that are engaged with you people That ultimately become more than just Strangers Who start to trust in what you Do and we're going to talk a little bit About how you can achieve that so that They actually become buyers and become Ultimately evangelists to what you Deliver what you sell and what you Promote because ultimately we need more Much more promoters out there repeat Buyers those types of things so we're Going to talk about how we can use email To do those kinds of things so I'm going To turn it over to Manny and let him Talk through a little bit about uh about Trust Sure thing thanks Sean So let's go ahead and take a look at This one here Um some of you have already been Introduced to this framework called the Circles of intimacy it was introduced by The educator David Moore I first became Aware of it a couple years ago my wife Was a preschool teacher at the time for Those of you not familiar with the this Framework here it's Morse framework for
Human interpersonal relationships and It's taught to primary and secondary Education teachers and according to the Circles of intimacy every relationship Starts with the outermost Circle and Then progresses towards the innermost Circle so each successive Circle Involves a greater and greater degree of Intimacy and of course the the exception Of course is mommy and daddy right they Start off in the uh Juicy caramel Center of intimacy now the There are several key principles of the Circles of intimacy framework and I want To take a little bit of time just to go Over it with you because it does apply Believe it or not to the world of Business and to the world of marketing So the first principle is that every Circle has its own rules for Conversation and conduct There are rules For what a stranger is allowed to say And to do and these rules are very Different than what a friend is allowed To say and do or what a mother or father Is allowed to say and do second Principle is that there's rules for Transitioning from one circle to the Next Inner Circle transitioning from a Stranger to a friend has a specific set Of rules transitioning from a friend to A loved one that has a specific set of Rules too and they're a different set of Rules now there's a natural progression
Over time when transitioning from one Circle to the next uh attempting to Transition from one circle to the next Inner Circle too quickly That can make someone feel very Uncomfortable All right so let's go to this next Circle here and I'm going to talk to you About the buyer's Circles of trust and This is a framework of the circles of Intimacy that I put together and it's a Concept I developed a few years back Because I wasn't quite satisfied with That traditional funnel that we've all Seen on all our marketing uh textbooks And things like that so business is Built on relationships And all relationships are built on trust So there's different types of business Relationships and it's because there's Different levels of trust so the buyer's Circles of trust says that business Relationship starts here at the Outermost Circle where there's little to No trust in you your brand your offering And as you build that relationship first With your prospects then with your Customers the level of trust increases So the outermost circle of course is the People who have never heard of you They're unaware the next circle of those People who are interested in you they've Got some degree of Interest maybe They've looked at your storefront when
Conducting a search maybe they're Reading your blog posts maybe they're Subscribing to your email marketing Strategy the engagers those are the People who are engaging with your Product or your service But they don't have that high level of Trust this is where I put people who Have their free trial so maybe they're Taking advantage of a free trial offer That you're using for your product your Service then of course the next Inner Circle all your buyers they trust you Enough to give you their hard-earned Cash in exchange for something that they Perceive of value from you now Unfortunately this is where most Businesses stop in their marketing Efforts all they care about is acquiring New customers but really as you can see There's actually more inner circles in The buyers Circles of trust so when we Get to repeat buyers right Let's say you own a restaurant and if I Were to ask you who's your best customer You're going to tell me your best Customer is your repeat customer these Are the people who have a greater degree Of trust because Well they keep coming back don't they Now of course at the inner circle of These are your Advocates these are your Promoters right these are the people That trust you enough that they're going
To put their personal reputation on the Line And tell their friends their family Their colleagues all about the benefits Of your service of your product so these That's why you've got this uh Progression here through All right so let's put the buyer's Circles of trust into practice so I'm Showing you this email campaign for Converting a free trial user Into a paid subscriber of a service okay So we're talking about transitioning Someone from an engager into a buyer All right so if you take a look at the First top row these are several emails That you're sending to somebody who's Doing a free trial and it resembles a Product education campaign you want to Stay in touch with your potential Customer throughout the trial period You want to reiterate reinforce the Benefits of your product and educate Them on how to maximize its value now I Want to emphasize now's not the time to Ask for any commitment okay you haven't Established a sufficient level of trust Yet Now however once the trial period draws To a close now the message of your Emails it's going to start shifting so In this example here towards you see it Shift towards the bottom of the campaign You're going to start letting people
Know about the expiration of the trial Period all the while continuing to Emphasize the benefits of the product If someone chooses to cancel it's okay Nobody has a hundred percent conversion Rate if they do I want to know about Them okay now if someone doesn't want to Continue as a paid subscriber well That's fine send them a goodbye email Thanking them to event for evaluating Your product always leave the door open For them to return Now someone chooses to continue as a Paid subscriber Thank you for continuing right and then Continue to stay in touch with them Let me show you another example of a Email campaign so here's where you can Easily incorporate social media Marketing with email marketing and E-commerce so social media marketing is A great way to transition your buyers Into repeat buyers okay buyers to repeat Buyers by advertising your complimentary Products in the Facebook posts so you're Still going to be using email as the Main driver of your campaign to convert Buyers into repeat buyers but check that Out Adding each email subscriber to your Facebook custom audience Allows you to do upsell cross-sell ad Campaigns in Facebook And this is really cool adding each
Email subscriber to your Facebook Look-alike audiences That allows you to Target Facebook users Who don't follow you but fit the profile Of those who do really cool stuff So here's a quick summary of all the Takeaways all right so yes people do Gain trust with your products and Services on their own okay they do but Don't rely solely on this organic Progression email marketing is the Perfect tool to use to move your Prospects and your customers from one Level of trust to that next inner level Pay attention and this is key pay Attention to which circle of trust You're sending your email to don't ask For a greater level of trust don't ask For a greater level of commitment than What your reader is willing to give at That particular level of trust and Lastly Don't try to force it okay don't try to Force it just trying to force someone Too quickly from one level to the next That can be a turn off And you know what else if I can if I can Just comment is you know this can get a Little complicated and crazy the Campaign that you saw can be Significantly larger you actually you Know you want to think about Journeys And campaigns that are specific to the Individual that you're reaching out to
Right so you have campaigns for buyers You have campaigns for sellers you might Have campaigns for buyers that are men Buyers that are men that like a specific Kind of wallet right etc those types of Things and the more that you can start To learn about your audience and the Different kinds of campaigns that you Design for each each has its own Individual circle of trust that you've Got to focus on right and as you bring People through your journey and you Start talking to them in a different way Once they become a buyer that's a whole New journey in conversation with Different goals we think about ways that We can get people into our circle of Trust and we think about maybe doing Webinars and different things that we Can promote all different strategies That we would potentially use but it all Kind of boils down to the same thing of Kind of turning stranger into ultimately A friend or Advocate or buyer or Customer and keep going if you will that Relationship and these are all things You you can do using tools like email And email marketing automation uh it's It's amazing Awesome Um so Telling data as a marketer you might Think email marketing requires minimal Customer data all you need is a name an
Email address And you have your email and an email Marketing software program that you can Blast emails off on Um unfortunately that strategy doesn't Produce results right the results are Actually higher marketing costs lower Conversions and higher unsubscribed Rates uh in contrast while targeted and Segmented emails generate more revenue And so how do you use uh customer data To enhance your email strategy well you Can identify and segment your Subscribers right and maybe there are uh You know ways to do that like for Instance if you have geographic Demographic or behavioral data from them You can also personalize your emails Right Um emails that are personalized have Higher open rates it's really kind of The Holy Grail of modern Marketing in All industries Make your emails more mobile friendly Right uh you know obviously there's so Many uh people using mobile devices now Um that it's only going to increase in The future and so you want to make sure That your emails come across well on a Mobile device you want to send your Email at the right time right you want To make sure that It's at the right time where they're Going to view the email you also want to
You know you want to assess the results And test different versions uh maybe you Want to test the subject line email body Copy images design offers or discounts Or calls to action and then you also Want to do like send occasion based or Action-based emails that could include Birthday emails sign up for your email List post purchases card abandonment Feedback emails and then whenever Possible Right you want to automate uh The process to make it easier on Yourself and your organization and uh And so and that's where you know Marketing automation tools come in Really handy handy next slide please So come some of the metrics that you Could consider using right are your Click-through rates Um you know it's important that uh to Determine whether the email copywriting Um is actually leads to the subscribers That you want that actually follow Through on the call to action Um there's also conversion rates right Uh it indicates how effective your email Marketing program email marketing is and Determines the return on investment Um there's your email forwarding or Email sharing right it gives you an idea Of how many brand Advocates you really Have and frankly it's almost flattering Uh to see a high forwarding rate on Subscribery
Um you know Um obviously you want to avoid uh High Unsubscribed rates uh and if you do have Them you want to make sure that you put In the processes so that you can you Know defeat that that result uh Obviously open rates are super important You know it tells you how effective your Subject lines are bounce rates are Obviously something that you also want To avoid and want to make sure that your Lists are clean obviously Roi is one of The most important rights because you Want to make money on your your emails Uh you maybe you want to run you know to Make sure you have high rois you want to Do a b testing you want to use Dynamic Content yeah utilize animated gifs uh Put in any kind of uh you know live Content into action maybe it's live Video social coupons Um that kind of stuff and then finally Your list growth right so you want to You want an expanded engaged list that Will allow you to promote your products And services to a large and interested Audience that will take action Assistant So yeah apologies took a breath there uh Just absorbing some of the things you're Talking about I mean some of those Things are so important and by the way You know Shameless plug here I mean You've got to have the right tools that
Are going to give you that information And make it easy for you to digest that Information and then easy for you to uh Interpret it and take some type of Action and make sure that you're you're Targeting effectively Um just real quick just so everyone Knows we're not going to dive too deep You've got Google in front of you but You got to think about your audience Right and make sure that you know who You're promoting and not just uh the Type of individuals or avatars they are But you also want to think about where They're physically located right so you Have to be aware of the laws in Different countries gdpr laws if you Think about Europe Canada the United States some of your your toughest laws If you are actually in Europe and Canada Uh and so you've got to think about Those countries that you're ultimately Promoting to Um and make sure that you're doing Things in a proper and correct way right Um one of the things that you can do to Avoid this and I know we've got a lot of Kind of advanced users on the call and Some things are going to seem a little Bit obvious to you because you're going To want to think about making sure that You don't do things like purchase lists Right and purchase email lists you Highly want to avoid that that's going
To get you into trouble every time it's Going to be a huge waste of your time And your money and ultimately it's going To damage things like your reputation so You're going to want to think about Things like that you're going to think About things about how you get people to Opt into your Communications and those Types of things to make sure that you're Compliant first of all but most Importantly that you've got an Engaged List that wants to hear from you that Engages with you that so we can drive That lesson we get to know them we can Properly Target them and move them to The goal that we have for ourselves down The road at the end of the day if you Will Um next slide like I said you can Certainly Google things like gdpr and Dive into the particulars but again just Know the just know your your geographies So Um when it comes to your email marketing You know we mentioned this earlier but You need to end up building trust and if People don't trust you they're less Likely to convert if you get an email From a stranger you never heard of a lot Of times you don't open up the email or You just mark it as spam so you want to Introduce yourself your business you Want to make your emails personal you Want to reply to people when they email
You you want to give them education Thought leadership for example You know every Tuesday I send out an Email with a new blog post that I've Written usually I write it on Saturday Or Sunday but I send out the email blast On Tuesday Um in the morning Pacific Standard time And I do the same in the morning on Saturday Pacific Center time for the Videos that I've created for the week The point that I'm making is is you Gotta build trust and that could be Through Authority replying to people Making your email most personable Helping them out and not just trying to Sell them but all this helps build trust In the long run another way that you can Do it is also using social proof so Whether it's testimonials or quotes or Star ratings like 4.5 out of 5 if you're Selling an e-commerce product but it Doesn't just end there so if I had a B2B Product I may get someone from the TV Show Shark Tank like a Mark Cuban to try To be my celebrity endorsement if I'm Selling a makeup product I may try to Get Um a Kardashian to try to endorse me or Like a really popular makeup artist to The stars and if you can you know show People that it's not just you that think Your product service is amazing but Other people show it then you're gonna
Be better off and that you'll find that Not only where your emails generate more Opens and clicks but you'll also convert Those clicks into more leads and more Sales as well Yep that's great points Neil um so Behavioral emails uh they can be useful To your business for a multitude of Reasons right one it helps uh get helps You get a better idea of your customers Preferences perhaps most importantly it Drives results uh higher engagement more Website visits social media activity and More subscriptions some of the types of Behavioral triggered emails include Um you know you could do welcome and Onboarding emails you could do card Abandonment browse abandonment product Abandonment post purchase back in stock Wish list and kind of re-engagement Emails Um so you have you have a plethora of Opportunity there next slide please Yeah so the ideal customer attorney Creates excitement right answers Questions provides value to every Interaction by creating wonderful Customer Journeys you can create Long-term relationships with your Customers increase their lifetime value Um so you can uh you know use email Automation Um you can uh better service your Clients uh you know provide helpful
Information based on individual behavior Um next slide please Yeah so uh you know uh personalized Emails three compo three main elements That make up a personalized email right You want to be relevant uh the main Cornerstone uh it's the main Cornerstone Of personalized emails Um you know you want to take email Personal Edition further and grab Subscribers attentions offer relevant Content if your content doesn't directly Impact your reader or I'm sorry impact Your audience Um you know your email has a high chance Of being uh delegated to the trash box Uh you all obviously want to be timely Right um it's another Hallmark of Personalized emails Um you know by gathering enough data uh On your subscriber you you know what Kind of content they need at a Particular stage of that customer Journey And three right maybe it comes down to Oh uh actually if you can go back yeah Three maybe it comes down to um you know Maybe they connect with a person at your Organization you know maybe you have Someone who writes blogs like Neil does Or something like that and so that you Can offer that connection Um you know there's varying levels of Personalization right to the medium for
Instance you can use first name there's Medium levels where you can use Dynamic Content high level of sophistication Product recommendations so that's again A plethora of opportunity right there uh Next slide Right so if you can lead a score I mean That that's always very Um a good thing to have but why do you Want a lead score it's a more effective Marketing strategy it can make your Entire business more effective and can Help align the many different teams Within your organization right Um it's uh also you can get for instance Like sales and marketing on the same Page Um you can by having them on the same Page you can increase Revenue uh which Is everything that we want to do anyway Uh next slide Thank you Yeah so emotional triggers are exactly What they sound like right most people Use have emotion-based responses to Certain opinions and and Um and so marketing uh pulls on that Kind of emotional triggers right so the Kind of triggers you can use are Anticipation and excitement right who Doesn't like to be excited about a Product or service uh belonging in Connection right you want to make sure You're part of the team you're part of
That uh you have that you know Connection to that product or that Company Um curiosity obviously curiosity killed The cat right you want to make sure that Your emails come across uh you know so That you gain that Curiosity or you Satisfy that Curiosity Um you know um one of email marketing's Favorite tools is the fear of missing Out Um you know we want to make sure that New exemplify like you know hey look You're missing out if you don't be part Of this product or service right and Then uh finally hope right hope is Obviously something that you can use to Help trigger that emotion Um so it all depends on knowing you know How your words and visuals affect human Behavior Next slide Yeah so surveys uh surveys survey emails Can uh you know decrease in unsubscribes Increase engagement help you sell more Products and service Um because once you know exactly what Your subscriber wants uh then you know What to give them right there's Different types of surveys you can Utilize right there's you know within The welcome message you can utilize a Survey you know before you even build The product you can do a pre-launch
Survey obviously there's the Post-purchase survey um you know if you Need data if you don't have enough data There's the data survey you can email Them uh you can do a customer Satisfaction survey Um even simple things like an email Footer survey are they getting what they Need in that footer Um and that and obviously if you do any Kind of webinar or event you can always Do a webinar feedback or an event Feedback survey Uh next slide please Yeah so like the fastest way to build Profitable relationships within email Marketing right is to for instance if You have a uh reply to option right you Want to make sure that you know you Respond to them if you're offering them An opportunity to reply to you you want To make sure that you respond to them on Time right some of the benefits of that Is that you can curate customer replies Um you know based for creating content That's specifically resonates with your Audience it's an amazing way to boost a Deliverability and your email reputation Um and finally it also helps create Powerful positive engagement Cycles with Your audience Foreign Content is a huge aspect of marketing in General especially email because of your
Content sucks then you know even if People are opening up your emails it's Going to send them the signals in the Future hey this person's sending me Terrible content don't keep opening up Their emails or maybe even unsubscribe And Perna talked a little about this Earlier which is talking about surveys And getting feedback and why do you want To do that that's super important Because that ends up telling you if what You're creating is good or bad you want To create less of the bad stuff and more Of the good stuff but you don't really Know that until you ask people questions So going back to emails and some of the Type of content that you can create There's welcome emails Um those are just letting people know Hey thanks for subscribing Um example of this is if you subscribe To our list I may end up saying check Out our free tools check out uh some of These guys that can help you out and Check out some quick wins that people Have gone and oh by the way if you just Want us to do all this for you check out Our agency NP digital that's the example Of a welcome Then you get promotional emails these Are sales ones so like you want to do Them let's say for a Black Friday or Cyber Monday that's coming up Um that's a huge way to drive more sales
Uh you got guides blog posts those are Simple ones even if you write like a Blog post today you don't want to send Out an email a day with a blog post you Want to make sure that the ones you're Emailing about are the best and the Greatest same with your guides loyalty And rewards those are always awesome as Well because people feel appreciated From those then you have testimonialism Reviews this helps build trust that We've talked about earlier you also want To do the behavioral based emails such As someone add something to a cart they Don't complete you want to get them uh To come back and purchase again maybe Offer them a coupon to incentivize them And then you got the newsletter Product Company announcements like hiring Someone expanding somewhere or new Product or service that can help them Out Awesome thank you Neil um yeah so from Time to time you know you want to clean Your list and uh you know I always Equate that to kind of like tighten the Screws on your email marketing program Right there's a couple of uh five things That you know why you want to do it but I will tell you that it's also good Because it underlines good foundation For a high conversion rate right you Want to do it because you want to keep Your list clean and healthy it instills
Trust in your trust in your IP and Sender name uh ensure is better Performance boost productivity engages In with your customer and helps them Succeed as well it reduces the risk of Being put you know you're getting placed On black or lists or spam list or Anything like that and it saves money by Reducing the budget and maintaining and Maintaining invalid email addresses Um so those are just some of the reasons Why you want to make sure that your Email list is you know verified So that's pretty much it if you guys Want to end up working for with our Agency NP digital we can help you solve A lot of your email uh marketing Problems and your digital marketing Problems just in general and help you Just grow faster especially in this Economic climate you can always scan the QR code with your phone Um or you can just go to npdigital.com If you scan the QR code it'll just take You there too so all you do is just bust Out your camera shine on the QR code and You're off into the races Yeah it was super fun today how about You Manny it's good Really good I learned a lot too thanks a Lot Yeah you know this can this is it can be A complex topic when you when you really Get down to it right you need the right
Tools to create campaigns you need the Right content the right engagement the Right path uh you need to understand who Your potential customer is there's a lot Of components uh clearly Neil's Organization is the organization to work With on on getting some of these things Done they do it all day every day uh Mirror post makes an incredible platform You can click on the uh link there as Well if you'd like to have any direct Engagement With myself or learn more about maripost You can do that either through Neil or With us uh but again thanks for having Us today Cool so let's get into some q a And answers all of you may have on email Marketing or digital marketing in General Yes hi everyone Um I actually want to thank you guys Because we have over a thousand people Watching us to tell us all of our social Channels today which is awesome and I Have got a lot of questions Um from you guys that you've sent in the Chat so let's get started Um first one is by Pamela young and That's for you know for those of us who Don't have teams um marketing to Implement an email marketing program What would be top three to five things To do first
I think the question was it If they do not have an email marketing Team what are the top two to three Things or something like that it was a Two yeah four or five Top three to five things that they Should do Well I'll take I'll take that uh for for At least one of those things you're Going to want to think about getting Some help right Um and reaching out to people who know What they're doing there because you can Burn a lot of time and money uh kind of Attempting to do things yourself right Finding the right platforms Understanding the right messaging like Like I mentioned before how are you Going to attract people into your world There's a lot of a lot of components to It so I think one of those key things is To is to reach out and get some help With somebody like um you know in their Organization or somebody else that you Might know but that would be probably Step one is my thought So here's some quick tactics that you Can do to give you a few more points so The first thing I would do or second Thing I would do John Mitch the first Thing about I would go and subscribe to Some of your competitors email list or Buy some of their products you'll see Their sequences it'll give you this
Ideas on what you should be doing or Shouldn't be doing two a lot of the Email marketing uh platforms or three Technically three a lot of the platforms Out that provide templates consider Using some of those templates it gives You a Kickstart especially if you don't Have the resources to have someone to Help you out Um and four don't Don't uh stress about copy too much we See too much in email marketing that People you know like oh my copy needs to Be so perfect I need to be amazing Writer like William Shakespeare or Hemingway and that's not the case Um yes it does help but what's more Important is sequences and segmentation Such as like if someone doesn't add Something in their car and they don't Buy then send them this email or if Someone opts into this email send them This offer if they don't take this offer Maybe send them a coupon code if they Watch this webinar and then don't sign Up for our services then follow up with Them and maybe schedule a call or ask For their feedback right it's all about The sequences you'll find out that You'll end up generating a lot more Sales by fine-tuning your sequences over Uh than obsessing about the copy Especially at the beginning if you don't Have a lot of resources I totally agree
And uh I think Neil hate it right on Because I was going to say the same Thing too subscribe to the emails of Your competitors And see what they're doing most Importantly is see read how they are Engaging because you're going to see Things in their emails that they're Doing right and you're going to see Things that maybe you could do a little Bit better Right see the verbiage things that they Do and of course the cool thing is that There's all different types of email Campaigns that you'll see for example When you first sign up for a service for Anything you're going to get a you'll Notice that you're going to start Getting a series of emails or when you Cancel something you'll notice you'll Start getting a series of emails trying To win you back case in point Um I just stopped watching Netflix I got Too busy and sure enough I got a win Back campaign from Netflix and of course Being a email marketer I was curious uh Perversely curious to see how many Winback emails they would send me uh 37 Emails later So this is kind of it's kind of it's Still going so it's kind of fun and same Thing too is that less is better Actually you don't need to think that oh I need to write all this copy some of
The best emails I've received actually Come from Neil he's only got about four Or five sentences in his emails but what He says in his emails and how he says it Is really really good so you don't need To be extremely verbose in what you say Yeah Oh sorry I was just gonna add one last Thing from from my side is that think About the end game so you all know about Tick Tock and Instagram and those types Of tools those are great ways to attract People into your world but you got to Think beyond that right you got to think About okay now that you've attracted Them to you Uh how are we going to capture them Right how are we going to get their Information with their permission and Maybe learn a little bit about them and Then what are we going to do with that So you've got to kind of think to the Next logical step as well even if you're Great at making YouTube videos and You're talking about your passion and You're having success now what think About that sorry for the interruption Yeah no I was just going to add that you Know if you have a list and you have an Email and you have an email service Provider there's nothing wrong with Sending it out Um it's just that you will quickly Realize that your return on investment
Will be higher through you know certain Segmentation marketing Automation and Things like that but if you're at the Very basic of everything like there's Nothing wrong with that But I couldn't agree more um Manny which Is that about Neil's emails Um so next question about this as well Um for you Neil is Neil's emails are Super light on HTML and more personal I'm assuming better delivery this is by Noah Uh I do it for better delivery at least From what I tested but this is probably A good question for the mirror post People what do you guys see with Text-based emails versus HTML emails When it comes to deliverability It's incredibly counter-intuitive Because we're so visual uh you know the General rule of thumb is 60 tax 40 Percent uh graphics But uh through the years and I've been At this for quite a number of years it's Incredible how some of the best Performing emails are plain text you Know like I said and I think a lot of it Is because of the way that people Consume the emails I mean let's be Honest where to use it I'm talking to You the audience where to use it when You're reading your emails okay so you Know what I'm talking about so a lot of Times you don't want to just going
Through all this grafting and stuff like That you want to get you want to know What is this person telling me you want To get to the point so yes it's always Good to have Graphics in your email Because we are visual people but at the Same time You'll be surprised how many some of the Best click-through rates come from plain Text emails I'm saying they're HTML Right I'm not talking about just just Playing text but they're HTML but they Just have text very little graphics Leads me to my next question Um actually by Jason and he's asking if We have any tips on the design of the Emails Um do emails with regular design perform Better because they feel more personal I'm not sure what he means by regular Design Um what do you have to say about design Emails Yeah I'm going to talk about the Structure of what makes a email a good Email and then everybody else can join In usually uh copywriters and we're Getting into copywriting now and Copywriters typically say that there's Three elements to an email it's your Lead your body and your clothes All right and so your lead is really the Best that's really where you want to put The most thought and there's different
Ways of writing a lead into your email Then your body of course is talking About your the benefits and then the Close is to get some type of commitment Some type of call to action out of it And as I said at the very beginning Because you have different levels of Trust your call to action should not be The same it should not be the same call To action It should be tailored to which type of Level of trust you're talking to because The call to action to somebody who's at The Outer Circle who has very little Trust in you is going to be very Different than your caller action when You're sending an email to somebody Who's at that inner level of trust The only thing I would add is uh there's Something called split testing and Basically all that is is that you are Going to want to try to test different Things because one thing may or may not Work better than another thing and so The best way to do that is to maybe Create a journey uh for one place and Another Journey for another half of your List Uh and try different things and kind of See what works best And going to your question if you're Talking about the visual aspect of the Design of the email and Manny broke down The format of an email that works really
Well intro body conclusion the intro or The lead needs to end up hooking people But if you're talking about the visual Aspect there is no quote unquote Standard format and what you'll find is If you have too many visuals you tend to Be in the other inbox more than the Inbox from what we've tested especially If you only purely have visuals and you Have all these flashing colors and Saying sales sell sell and you send too Many of them Um but there is no regular standard Again what we've all seen is text-based Email and text doesn't mean you can't Use HTML but more text heavy is what Typically performs the best Um and if you Just have visuals you'll find that your Deliverability in the long run is just Not as good There you go Um well next one is by Alex Knight for you of corner Um he's saying example who sent out 15 Emails to the same audience over the Course of a few months what would be the First couple of things you look to you Look at to analyze and optimize Yeah um I would look at my CRM and what Kind of data I have on them do I know Their gender do I know what time they Open do I know Um you know their address or anything
Like that what what data do I have on Them and how can I segment it and how Can I kind of prepare the email so like Maybe you know if it's uh if I you know I have a client that maybe wants you Know female pictures or design or you Know female pictures for to their female Audience and male pictures to their male Audience so any which way I can come up With that angle you know Um use your CRM data basically I also want to just really quickly Mention something here too because I was Reading some of the chat comments here Too and somebody was commenting about Open rates And email response rates and you're Absolutely right at mirror post we've Noticed that uh thanks to the male Privacy protection as well as what Google and Yahoo are doing Email open rates are starting to become Less and less reliable In terms of location because back back In the day we used to use open rates to Determine where is somebody located but We're starting to see that more and more Email opens almost 80 percent almost Even as high as 90 percent in some of Our clients their emails are being Opened from some data center that is Different than where that person is Located so one of the things I want to Caution you all is you might want to
Start thinking about Deprioritizing open rates as a metric For making decisions I know everybody Hates that but you might want to think About that you might want to start Thinking more and more about click rates Um back in the day I was a big advocate Of click to open rates Um I didn't really think about click Rates at all because you get penalized For emails that didn't get delivered But because open rates are starting to Get kind of wonky you might have to go Back to the good old-fashioned click Rate to really determine how people are Doing and of course conversion rates Right what does conversion mean to you Does conversion mean going to a landing Page and filling out a form to download A white paper this conversion main Booking a consultation does conversion Mean buying something I think at the end Of the day you don't send email just for The sake of sending email right you Should have some objective in mind and So definitely uh we would recommend that You start shifting away from open rates Getting more towards click rates and Conversion rates Yeah and you're probably talking about Ronnie's question Um they asked if you're starting to Build your mailing list what should we Focus uh open rate forward rate
Um quick through rate Everything feels Important does anyone else want to add To this discussion I think they got the answer click rates Right Um so moving forward Um a part now you actually have someone Asking about lead scoring they don't Know what it is because you give a great Explanation yeah so you have right in Your database you have X amount of People in that customer database and so Maybe there are people that you know buy From you often and they get a lead score That is higher than someone who you know Is maybe outside of that Circle Um that hasn't trust that doesn't have That trust in you yeah right so that's Kind of the lead score that you give Scores to individuals so that you can Rank them as to what their potential is To becoming a customer or how far along The line have they gotten into being you Know a brand ambassador for you almost Um John or Manny Um Paul Wilcox is asking if we have any Stats to aim for on CTR and conversion Rates on you Benchmark Stocks that you almost share Obviously 100 no I'm being facetious Right But I mean it is true for like with Anything Um you're going to have a higher
Back in the day when open rate still Meant something Right Um You always had it was like that's Where we give rights to that funnel like You would always have more people who Would read your email and fewer people Who would be interested enough to click Through and then even fewer to convert Right and so really it's I don't know uh Neil I'd like to ask you From from a display advertising Perspective and a search advertising Perspective what do you advise is a good Conversion rate and how applicable do You feel that is to email if you don't Mind I'd I'd like to get yeah no I I I Think uh for search and display it Varies quite a bit but like if you're Getting a click and a visitor to your Website you want to aim for at least a Few percentage points in conversion it's Not always going to be the case Um but it really depends on the traffic Source like if someone's typing in cheap Laptop and you have a cheap laptop you Know on Google your conversion rate Should be pretty decent but if someone's Typing in apple Um use laptop and you sell Apple used Laptops and you know your apple.com your Conversion rate should be a little bit Better because you're the brand and the Brand names in there
Um display conversions are usually a Little bit lower with email assuming They're on your list from warm traffic As in they came from your website they Know about you they opt in and then you Send them your conversion rates they're Still going to be in the single digit Percentile it's very rare for them to be In the double digit percentile But the conversion rates when someone's Swiping a credit card or buying Something It's going to be bet higher than if you Ran cold Facebook traffic collected an Email and then sent them an email ad or Uh if you ran Facebook ads collected an Email address and then you sent them an Email your conversion rates are going to Be lower because that email address came From cold traffic so it really all Depends on the source and the industry When you're selling something for five Dollars your conversion rate is going to Be higher than when you're selling Something for a thousand dollars so it's Really hard for Manny or John or Pern or Any of us to answer but in generally Speaking when you send out an email You're getting clicks to your website From the clicks you're usually in the Low single digit percentiles in Conversion yeah repeating that too just In the hard metrics Okay
Um well we have two more questions One Um maybe maybe Harner or maybe John I Think you talked a little bit about this Neha is asking how do prospects agree That they are okay without sending Emails Could you read the question again Uh it's how do prospects know that's all About like compliancy in the US if it's Gdpr or uh or I mean in the EU is gdpr UF has her own law state by state Brazil Has their own laws Etc I forgot who presented on that slide But one of you guys uh did but it's all About the opt-ins and the disclosures Yeah So it goes back to the same thing is That um How do people know that you have Authorization is that it's it's explicit Right so best that's I think John has Mentioned it also and we iterate more And more again please don't ever rent an Email list Um if you do you will not be allowed to Send emails on reputable platforms Including mirror post So the best way to do it always is to Get explicit opt-in so whether the Obviously the online source is you have A opt-in email opt-in on your website or If you're doing e-commerce you always Get opt-in probably you've seen those
Too when you're checking out I mean we All shop online when you check out you See this little place here where you Give me your email address or you want To receive the uh the purchase Confirmation and there's all that little Check box that says yes let me know About promotions If you're at an offline Source like at a Conference or even if you're at a uh a Restaurant or something like that you Always let you always want to make sure That people are explicitly giving your Email address and if you're at offline This is something I always tell people Send an email right away don't wait a Year don't wait a month before sending Email because they're going to forget That they give you their email address You've almost increased 100 percent that They're gonna they're gonna flag your Email as spam worse all right so if You're at an offline you get the email Address send it right away Yep All right so the last question oh sorry Go ahead okay you know if you you know a Lot of uh email marketing service Providers right they have forms as well Like so you can uh you can paste a form Onto your website that basically Collects the email address and that's a Great way to get that implicit uh you Know from that customer saying like hey
I want you to email to me and that's on The entry right it's not necessarily on The exit you can do an exit one too Um so last question real quick before we Go because it's almost time Um for Neil you're nervous I'm not sure How to pronounce your name but Um Universe I think is is asking any Good SEO or email marketing folks Contacts who can help very small Businesses in e-commerce Yeah check out us at NP digital uh.com And if you are looking for a platform For email marketing check out Marrowpost.com as well And Mariposa Commerce Cloud also we're An e-commerce business focused on small Businesses Oh cool Awesome well thank you everyone for your Time really appreciate it sorry we went Over a minute or two but uh thank you Guys and uh if there's connection issues Do apologize you can find the recording On YouTube Yes thank you thank you everybody Questions good comments why not My name is Neil Patel and I help Companies generate more Revenue through Digital marketing Entrepreneur magazine Said I was the number one marketer in The world and they also said I created One of the 100 most brilliant companies I started my first website at the age of
16. I took all the money that I earned from Working at amusement park and I paid a Marketing firm the marketing firm Provided no results and I quickly Learned that I wasn't alone Out of my frustration and from being Broke I had no choice but to learn Marketing my first client was a power Supply manufacturer I helped him Generate another 25 million dollars in Sales and from that point I realized the Power of marketing I helped everyone That I could and I built my reputation By being honest and over delivering I've helped companies like Google NBC Viacom General Motors eBay But nothing's more satisfying than Helping small business owners succeed I found a four multi-million dollar Companies and I've learned all the Mistakes that you should avoid I've Written about them on Forbes Entrepreneur Inc Fast Company and even On my own blogs So awesome to know that colleges from All around the world are teaching my Material in their classroom over the Years I've received awards from the President of the United States the House Of Representatives and the United Nations People believe marketing is expensive And difficult
Fortunately that's not true there is a Formula even if you don't have a Technical bone in your body you can get Results and my mission is to share this Formula with you [Music]
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