The 10 Commandments Of Modern Email Marketing
So you want to be an EmaiLab Mad Scientist?
You'll be able to turn even trickles of traffic into profitable email marketing businesses.
You'll be making loads of sales even if you have just a microscopic email list.
And of course, you'll have the best subscribers who listen to you even when you tell stupid jokes. 😉
But it won't be a smooth ride. Prepare to walk in circles in anxious desperation. Prepare to relapse into your old habits of seeking new bright, shiny objects. Every good entrepreneur has faced times like that.
You still in on the ride?
Ok... Listen now then, you scrub, and listen closely.
My name is Mitro but you can call me Sensei.
I'll be your humble and kind mentor.
I will now share with you the 10 commandments of a mad email scientist. There are more but these are the most important (or the ones that came to my mind first...):
THOU SHALT NOT BE IRRELEVANT
What does that mean?
It means you need to study your market, your competitors and your audience...
If you want them to listen to you, you need to speak to them in a way that gets into their heads.
Use their language.
Talk with them about the specific problems they're having.
Help them get what they want.
And they will gladly give you what you want.
THOU SHALT NOT BE BORING
If you're like me, you've seen dozens of videos and read dozens of articles and ebooks about digital marketing...
Well, you've tried to read them...
But you couldn't get much out of them because they were so lifeless.
Don't you think that's a bit of a disservice?
Don't be lazy when you're talking to your audience.
Have fun and edutain (you know, educate + entertain).
REMEMBER YOU'RE LIVING IN THE 2010s
The Internet is a rapidly changing environment.
Sometimes it seems marketers are forgetting that...
They have their squeeze pages that look like they've been online since 2005.
They send emails that could've been written with a typewriter.
Their videos look like they were shot with a videotape-based camcorder.
Sometimes old stuff is used because it works! It's evergreen.
But often times you really could be serving your audience better by using modern technology and software.
THOU SHALT NOT ACT LIKE YOU'RE AN ANNOYANCE
"You should email to your list max. once per week."
"You should only sell in every third email."
Have you ever heard advice like that?
It's quite common...
First, let's talk about email frequency:
If you got free chocolate from a friend every now and then, how often would you like to receive that chocolate? (If you don't like chocolate, you can always sell it or give it away.)
If, for one, would want to receive them as often as possible. Even every day.
Even a day is a long time in the Internet, not to mention a week or a month. People can forget things in a few minutes, so it's hard to stay fresh in their minds if you only showed up once a week. Some TV series and things like that can pull it off, but it's harder for an email newsletter.
Second, there is the "issue" of selling:
Selling doesn't have to be a separate thing from providing value (see commandment #5).
In fact, if you think whatever you're selling can help your subscribers... You are doing them a favor by pitching that product or service to them!
I have to give credit where credit is due. Ben settle is - if not the father - the "adopted" father of daily pitch emails. You can check out his stuff here.
THOU SHALT NOT SEPARATE VALUE AND SELLING
Value and selling...
They don't have to be two different things.
In fact, they are more powerful when they are together.
If you first give away value... in the form of a story or an article or something...
You can then transition that into a pitch. Your subscribers will thank you for giving them a chance to learn more.
UNDERSTAND THAT ATTENTION IS SCARCE
So, you've put up a nice-looking squeeze page?
And you're giving away a lead magnet everyone in your target audience will want to download?
Sure, I believe you. You will probably get lots and lots of subscribers...
But don't expect them to open and read your emails or buy your stuff...
Most of the "industry-standard" methods result in pretty abysmal response rates.
If you've ever tried building a responsive list, maybe you've seen it's not as easy as some people make it seem to be.
And one of the biggest reasons for that is that the "traditional" opt-in funnel isn't designed with busy people in mind...
Let me ask you - Have you ever subscribed to someone's list to get an interesting-looking lead magnet... just to throw that lead magnet into a dark corner in your hard drive to gather dust?
Or have you ever subscribed to someone's list... and then you've forgotten you ever did that, and now you're receiving emails from a complete stranger?
If so, you're not alone.
If you don't want your subscribers to forget you, you need to be using different, more powerful relationship-building tactics than the majority.
THOU SHALT SURPRISE
(By surprise, I mean the pleasant kind...)
A few years ago I was at a family meeting.
It would've been a regular evening with some dull-ish chit-chatting and so on...
But one of my older sisters spiced it up. She made us play a game where we had to guess other family members' favorite movies and things like that...
It was a test to "see how well you know your relatives". So it was kind of personal.
It wasn't anything that special but it broke us out of our mold, nonetheless.
I'll remember it for many years and so will probably a lot of my relatives.
And we'll remember who set it all up (unfortunately not me).
It was a surprise... Something out of the ordinary.
And it took us out of our comfort zones, even if just little.
If you want your subscribers to perceive you or your brand as something special...
THOU SHALT LISTEN TO THESE TWO PEOPLE VERY CAREFULLY
Zig Ziglar and Jay Abraham - the overlords of value.
First, a quote:
You can have everything in life you want, if you will just help enough other people get what they want. – Zig Ziglar
Second, study the "Strategy of Preeminence" by Jay Abraham.
If you think you know these two already... And if you agree with them... Ask yourself - Do you really implement their teachings in your business?
THOU SHALT GO WHERE YOUR TARGET MARKET IS
If your traffic doesn't convert into subscribers...
It's often times a traffic problem, not a problem with your landing page.
Whatever you're teaching and selling, there's quite a specific group of people who will resonate with your message the best.
First, you need to know what that group is (see commandment #1)... and where they are. Then you need to drive them to your own site.
Let's stop with this gobbledygook - here's a practical example:
Facebook has amazing targeting. You can show your ads to people who are at a certain age, who like certain things, who have a certain education and so on and so on.
If you just know your target audience well enough... You shouldn't have trouble reaching them on Facebook.
And when you are driving the right people (ie. targeted traffic!) to your site, then, and only then, will you have a chance of converting that traffic into sales.
Forget about fancy traffic tricks and new, exciting traffic sources - concentrate on the places where your target audience really is.
THOU SHALT MAKE PROMISES AND KEEP THEM
As the great Seth Godin has said - marketing is all about making promises and keeping them.
Overpromising will result in angry customers.
Underpromising will get you no sales.
If you can't make good-enough promises, work harder (and smarter) to be able to deliver better stuff.
And when you overdeliver... That's when you've risen above your competition.
Oh well... Here's commandment #11 because I just had to squeeze it in:
THOU SHALT NOT ASSUME
If there was a scientific and almost guaranteed way to turn a money-sucking campaign into a winning one, would you use it?
I'm talking about Conversion Rate Optimization (CRO).
It can result in boosting your results several hundred percent.
And it can help you figure out what your audience really wants.
If you're worried about low traffic, the difficulty of CRO or your lack of CRO tools... we'll talk more about those in later blog posts.
Now go out there and follow these commandments.
And you'll build a booming email marketing business.
Oh, and one more thing...
Do not disappoint me, young'un. 🙂