Ep001 – Gerri Chambers – Email Marketing
Hey there! Today we’re going to talk about a killer e-mail marketing campaign, or if you want to call it ‘an e-mail marketing process’. These are the steps you’ll go through so that you can build an e-mail marketing process or plan out and then you are started on automation, going to be started on automatic and let it run by itself and keep those people funneling through. This is going to be part of your sales funnel process.
In very basic terms, your sales funnel is the path through which you take people on to get to your ultimate offer, whatever your ultimate offer is. It will take some planning on your part. Hopefully, you already have that figured out. If not, this episode will not explain that. This is just going to explain how to get your e-mail marketing and use those e-mail marketing tools and programs to set up that process that will take people further through that sales funnel for you.
This is a great tool to use. E-mail marketing, the tools that are online that you’ll use and then this process – if you follow what I tell you to do, you’ll drive people through that e-mail process and you’ll really drive them further into your sales funnel.
This is for you if you already have an online presence. If you already have some social media accounts set up, or you even have your website set up already, this is for you. You have an established product or service for sale – so you already have something that is a viable service or a product for your market. Maybe you’re struggling with time-management and you’re struggling with reaching your sales goals – this is going to be a really great tool and process for you to implement. You want to be able to automate a stream of income for yourself so that you can work at other aspects of your business.
Again, one of the things that I’m really-really sold up for is automation. This e-mail marketing process that I’m going to take you through and show you how to do is going to be automatable. You can automate it. That’s a word I’ve just made up – automatable. I love it.
What we’re going to go through today – I’m going to do five steps. We’ll just stay on track here with five steps. One – I want to show you how to give something away for free in exchange for their e-mail address. This is the very first step. You need to start getting those e-mail addresses to begin building your list.
Then you’re going to segment those lists so you know how and when to sell to them. You’re going to create an automated follow-up series. You want to keep them engaged. I’ll show you how to offer a value-packed item for a low cost for your first sale. You’re going to break their barrier. You’re going to go ahead and ask for a little bit of money while you earn their trust and give them what they need. Then you’re going to set up the next high-priced item, again driving them further in your funnel.
Really quickly, I’m going to give you some stats. I’m going to get through these quickly. I’m a statistical person. I like to see stats. I like to know why this is important and why I need to listen to you or why you need to listen to me. Let me show you.
E-mail marketing has a return of investment of 4,300%. It is cheap to send an e-mail. Your return is as much as you’re going to charge for your product or service. 66% of consumers have made a purchase online as a result of an e-mail marketing message. That’s huge! Think about your inbox. Think about the companies whom you’ve given your e-mail address to. When they send you something, you’re more likely to buy from them than you are searching around the internet and just hitting a site called for something. This is really powerful. You gain their trust and that loyalty, and that brain recognition.
74% of consumers prefer to receive commercial communications via e-mail. They’ve already told you, “Yeah, I’m going to give you my e-mail address. Send me the stuff.” This is really powerful. Again, they’ve already given you permission and the laws tell you that you need to explicitly ask for very clear ‘agreeance’ from them, permission from them to receive communication from you. So it is welcomed as long as you keep giving them what they want.
91% of consumers check their e-mail daily. We’re going to get more into this and why that’s important. But if 91% of people are checking their e-mail, the chance of your e-mail getting read is much higher than if you were to blast something out on social media, because it gets caught up in a lot of noise out there.
It is really powerful when you can send an e-mail on the fly to your list. When you begin building your list, or let’s say you have a list already and you want to grow it and keep it going, then it’s powerful when you have a new product or service you’re launching, you have basically an audience ready to receive information from you. It’s very powerful. It’s also a component of inbound marketing.
I’m not going to go into in-bound marketing today, but it’s basically a way for you to put information out there, whether it’s on social media or in your e-mail, and you have people coming to you. It’s very different from what outbound marketing is, which is like cold calling. I don’t know the last phone call you received, but I still from time to time receive phone calls from people I don’t recognize. I’m not going to pick up the phone. That’s very ineffective today.
And it’s simple to duplicate and to automate. This is a really big deal. It’s going to free up some time. And it’s cheap to set something on automation. Then you can leverage the time and tell someone else to execute it for you. Do it one time and teach somebody else to do it. That’s awesome.
Let’s run through the five now. Let’s give away something for free in exchange for their e-mail address. Once you know who your target market is – or you can call it your buyer persona or your avatar, different names for that – that’s who you want to work with, that’s who you’re speaking to and who you want to attract as a client, then you can give them something they want.
In my business, I am my target market. I have walked miles in those shoes. I know exactly what people need to know and want to know. And I know even before they know.
Then create a downloadable report. Now you’re giving something in exchange or saying, “I want to give you something of value, because I know that you’re giving me something valuable.” That’s the e-mail address.
Now it’s almost like getting somebody’s phone number or somebody’s personal information. You need to give them something really valuable so that they will give up their contact information to you. That can be anything that your market wants. It can be a checklist. “Hey, do you have these 10 components on your website so that it converts properly?” It can be a ‘how to’ – “Let me show you how to set this up or how to do this”.
It can be a test – I’ve used those. As a matter of fact, the one I use on my website is “Do you have what it takes to be entrepreneur?” This is a really good lead magnet for me, because people that are entering into this internet space, this online marketing space, want to know that. If I’m lacking something, how do I mitigate that, how do I learn that?
It should be something you already know. You don’t have to overthink it. Then obviously, they need to give you their e-mail address, so they have to opt in to get it. It’s called opt in. The tools you need are basic stuff: you need the website, you need the e-mail marketing program. I have used several right now. I use Active Campaign. It’s a kind of a full-blown CRM system. They’ve got Mailchimp and AWeber. You can use whatever program you’re comfortable with and whatever your budget is, you decide.
Then you need that downloadable product. Whatever that is, if it’s a PDF or if it’s an online form, or something you’re sending people, you need to set that up. Then you want to know what your call to action is. Do you want them to download it? Do you want them to take the test? Make that clear. Have that plan for where you’re taking them. Make it relevant. Then you can offer them the next thing. We’ll talk about that in a minute.
The second thing is making segmented list, so you know how and when to sell to those people. This is actually part of inbound marketing process. You’re taking these people through buyer’s journey. The people that hit your website today may not be ready to give up their money. You need to meet those people where they are. I haven’t been out there in all of them, but the e-mail marketing programs out there automate this process for you.
Once you’ve set it up, it will automate. Let’s say for example there’s two different reasons you may want to have different lists within your e-mail marketing program. One, let’s say is you’re split testing two different landing pages, and you want to test two different lead magnets, or offers, or free downloadable products. Let’s say one page you have a test that you want people to take, and the other page you have a downloadable tips sheet.
As you are testing these, you want to send those people to different lists. For your downloadable tips sheet, you may want to put them on what’s called the tips sheet list. For the other that you are giving the test to, you put them on a test list. The reason you want to do this is because you want to know what those people took. Because if they took it, then they may be interested in more of that type of thing, so you may market to those people differently.
Your next e-mail to the tests people may be, “Hey, were your results this?” And then you can help them along the way. To your tips people you can say, “Hey, did you check out the tips? Are you using it okay? If not, if you are having trouble, here’s another one.” Do you see how it works there?
Another one will allow you to change the list people are on by their call to action reaction. In the e-mail that you send to these people, you can say, “If you like more information, click here.” When they click, your e-mail marketing program after you set this up is going to, automatically take them off their existing list, or say they stay, and it will put them on another list, because they took another option.
This can get really detailed. I’m just going to give you just those two basic ones. This allows you to stay hyper-focused with your people, so you are not sending them a bunch of stuff that they don’t need. This is extremely powerful. Use the segmentation.
Three, we’re going to create automated follow-up series to keep those people engaged. Strike while the iron is hot. They took your offer yesterday. Don’t you think if they don’t hear from you for a month or ever, that they are going to continue to seek you out? I’m going to tell you – no. Even if you gave them what they wanted. Let me just tell you the reason why – there is so much competition out there. If they found you, there are going to find someone else as well. If you don’t keep them engaged, they are going to move on. You don’t want to lose those people.
What you want to do is create what I call an automated follow-up series. It’s actually what I think the e-mail programs call to – it’s a follow up. You want to queue up about three. There’s science as to why you need seven. The landscape on the internet has changed just a little bit, so three I think is plenty to fill people out. You can send more a month later.
There’s also statistics that show you how many e-mails would people want to receive, and when they start to drop off, and become less engaged, and see you as a nuisance. You’ll have to play around with all this. It’s target-market specific, and you want to know what times to send. There’s all this stuff too, but basically send three automated e-mails to them.
Change up a little bit to give some of them informational, maybe a little story or a testimony. Offer different things. Maybe in the first you want to say, “If you want to grab some info, look here.” Maybe on your second when you want to be a little bit more aggressive – “Why don’t you get on a phone with me for a counsel?” And then on the third one, maybe you want to do a hard sell. That’s just to keep people engaged.
Four, offer a value-packed item for a low cost for your first sale. Once you’ve given them the e-males, they are taking your downloadable tips sheets or the tests, and they’ve done that, so you’ve broken the ice basically, now you want to see how interested they are in actually laying down some money and paying for your services or product.
Go ahead and offer that in your third follow-up e-mail. Or maybe you let those three e-mails go with other calls to action. And then you send out an e-mail two weeks later, or a week later, and say, “I’ve got this webinar coming up”, and maybe you charge 7$ for that or something. I’d say to try to keep the price point lower, because these people still may have a little bit of a barrier, and they are just learning about you.
I tell people sometimes too, another strategy to use to offer a no commitment offer – maybe they can still come in free to a live event, or a phone consult. Again, it’s got to be a value-packed – you are loaded up with great stuff for them. Then you offer an upsell. It can be one of your higher price things. It’s got to be killer, though. It’s got to be really-really great.
We’ve gone through those four tips. Five, you want to set up the next high-priced item for your buyers to buy again. Let me tell you – once they’ve bought something from you, that puts them into a completely different category. They are now buyers. We love our buyers, because they have seen value in what you have to offer them.
And it is clear now, if they are going to put money down, it is clear that you are giving them what they want. That is awesome, an awesome confirmation for what you offering your potential clients and your clients. It is so satisfying when someone wants to purchase something from you, whether it’s your consultation or an actual product.
They have shown commitment now. What you do with your buyers is you are going to reach into the depths of your sole and you’re going to get the best of what you have, because now you really-really want to treat these people awesome. They are committed, they are ready to go. Some people that don’t buy are not quite committed, and they may not be ready for the heavier stuff. Save your heavier stuff – like I’m going to get on the phone one-on-one and coach them through this entire process – save that for your buyers. Those are the people that have really shown commitment.
I’m not saying don’t offer help to those people who can’t afford, or it’s not in their budget right now, but definitely this is what you want to start thinking about and this is a different strategy. I won’t get too into this. But this is what you want to start offering your – what I call your further down the funnel offers – your premium packages, your six-week coaching things, the electronic product, the teaching product – whatever it is – workbooks, e-book series – you’ll want that more premium.
You don’t have to take them straight there. Let’s say you do an 8-week coaching program and your price is 10 grand. You may not want to take them straight there. If you do, you want to give them a little bit of a down sell, you want to give them an alternate. They may not be ready to go all in like that. That’s a little bit different, and I am going to talk about stuff like that, about what you offer for your premium, and what is the best way to leverage your time and things like that.
Today, it’s your e-mail process. What are you doing? You’re leading people further and further into your funnel. And this fifth way is giving you a way in lower down into your funnel and the higher price more premium offer.
We’ll go through this again. What you learned today was how to give away something for free in exchange for their e-mail address. Make your list segmented. Segment you lists, make different lists. Create your three follow-up series. That’s automated. Offer a value-packed no-brainer for your first sale. That’s your low-price entry. Then set up your next high-priced item. Listen, you’ll stop there – you do it again, and again, and again. As you have all of this set up now, you’re just feeding people to your free item, whatever that is. You can change it up. And that’s a beautiful thing too. These e-mail marketing products, these tools that you use online – you can set up as many as you want. You can set up as many three e-mail series as you want.
Another is a little bit of a scaling of pricing when you have so many contacts. When you start building your list, and you get into the hundreds and thousands, your price for e-mail product might go up, or your e-mail marketing tool may go up. But you can have 10 different landing pages, you can have 10 different lists, and you know you can have your lists segmented. All ultimately going to your premium offers.
That was a lot of information – I hope you took notes. I’ve got the show notes. Go through that, make sure you’ve got everything you need, get this thing going and it is going to change your business. If you’re not doing this, there’s a problem. I’m telling you right now. You are missing out. You are wearing yourself down.
On the next episode, I’m going to lay out exactly what you need in your e-mail to get them opened and to get clicks on your calls to action. Stay tuned. As always, I wish you much success.