One of the up and coming video trainings I plan to do will cover “Why you should never batch & blast”.
What’s batch and blast? It’s basically when you mail your entire list with no care for who in particular sees it. It’s like shouting to a crowd. Lots of people hear your message who may not care. You get a mix of engaged and unengaged. It’s one of the top trends that will likely disappear in future email marketing. Major email providers may even one day stop people from doing it.
What’s the big deal about mailing my ENTIRE email list?
Well, in the grand scheme of things, nothing dramatic. You just don’t get GREAT results. No matter what your subscriber database signed up for, there is a diverse group of people on that list. They all have dramatically different profiles, personalities, interests etc.
When a person chooses to start monitoring the actions of their list and creating ‘segments’, they start to see patterns and get very dramatically different results when sending stuff their audience WANTS.
How do I segment my list?
I never bothered to collect anything but their name and email address!
Valid question. So let’s say you have no time to monitor your list and watch what they open etc. Let’s also say you have not bothered to compare your analytics or figure out groupings of customers. Fear not! There’s an answer to get that data without breaking a sweat or doing any complex work!
RapLeaf.com – A service that easily lets you see the age, gender and zip code of your list!
Zip code is powerful. When you compare the US Census data against that data you can start to see zips that have higher or lower income brackets and maybe only mail to people who can afford a big ticket item! Maybe you want to run an event in your area but only mail people close by!
Gender goes without saying. Some offers definitely go well with men more than women or vice versa.
Age is another easy one. Naturally certain things appeal to younger people or can’t be bought by younger folks who have no credit card.
Attentive.ly – Lets you see the social networks your list is on. Say you want to email only your followers on Twitter? Easy! How about those on Facebook or LinkedIn. Perhaps you want to find out what time of day they post most often OR if they’re saying anything about you. You can with their service.
An email nurture campaign is a series of emails designed to slowly educate a freshly subscribed consumer on the product, or company.
Everyone should have a nurture campaign.
When a customer first visits your website and signs up for the newsletter.. they most likely have absolutely no idea who you are. They have no idea what your values are, what your goals are… or what your main goal is in creating the materials that you do.
It’s your chance to share your vision, your mission and why you do what you do. It’s your chance to connect with new customers (automatically when they join) and tell them about yourself. It increases customer loyalty.
A nurture campaign does a lot more than just teach someone about your products and the stuff you SELL. It allows them to learn about who you really are and gives you a chance to welcome them to the X family.
Define X… Just like in algebra! Well, except a lot less boring! Defining what your family or tribe is or represents is key.
Persuasion is a powerful thing, and in email there’s no exception. In fact, if you can’t persuasde in some way or another, you can’t effectively lead anyone to do anything. Buy something, go some place, or listen to you about anything.
Here are some ways to lead someone some place.
People will do anything to avoid pain, so you have to think about where in your copy to mention or include the pain. This is like twisting the knife in their gut with their own challenges. Maybe it’s all the ways they’ve tried to solve the problem other than the way you’re about to tell them. Maybe it’s all the money they’ve spent or time they’ve spent! Maybe it’s the embarassment or pride they’ve lost solving it another way. Think of the pain – describe it.
#2. Sell the promise of what life will be like after they have your product or solution. Imagine your life is so much easier now. Imagine all that embarassment you’ve saved yourself, or all the time you’ll have back. What will you do with those thousands of saved dollars? What can you do now that you couldn’t before? Imagine life at the beach, with a lady massaging your back as you sip on a glass of…ahh.. the benefits!
#3. Cliff hangers
A cliff hanger is where you leave something incomplete. You butter them up and then leave them there.. wanting MORE! But the more doesn’t come until they buy or wait till the next email, or video or whatever it might be. Ohh cliff hangers can leave everyone begging.
Similar to the previous except people may know a lot about what they’re expecting, but only certain key elements. Like an Apple launch you’d set a date and then sort of tease the high level details about it leading up to that date. Give away all the what, but the HOW is in that release on Feb 24th!
So.. everyone else in the industry already has one of these, but you don’t… Yes jealousy is a real human emotion that you can tango with. Don’t mess with it too much though unless you’re sure that people really are jealous of what others are doing. But you can unpack this more – especially in niches that appeal to guys. Example… Can you imagine the other guys in the harbour that already have this? Their boats SHINE compared to the other boats. They’re already out there enjoying this, getting all the women and relaxing while other guys (like you) scrub their boats until their fingers bleed!
Perhaps the biggest motivator in the history of man, has to be fear. Fear of loss, fear of the unknown and many other fears. No doubt if you’ve done your research on your niche you know what your audience fears. You know what bothers them and keeps them up at night. What are they really scared of? How can you capitalize on that to show them that your product makes them forget that fear, or helps them eliminate it completely? Humans will go to great lengths to solve fears.
#7. Trusted authorities
From Oprah to Dr. Oz, the world is covered with authorities that just about anyone would trust if they said something. I strongly recommend using quotes from famous and trusted people to backup any story to further persuade.
Recent studies by Kapersky labs have found that 70% of email sent in the second quarter of 2013 was spam. That’s down from 74% in the second quarter of last year, but up by 4% from what was reported in the first quarter of this year.
That’s not all. They also found that malicious attachments are on the decline but they’re getting harder to spot… Malicious attachments were found in 2.3% of all emails last quarter.