00:00:00
- [Neil] Hey, everyone. It's Neil Patel and today's another day of eMail Marketing Unlocked,

00:00:04
where I teach you how to go from zero to 50,000 subscribers. And today's lesson, we're going to be talking about testing and tweaking.

00:00:12
Iterating your email marketing starts with your contacts, and there's really five steps. And I'm just going to quickly go over the five steps

00:00:19
and then we're going to go in-depth on what you really need to do to tweak and test, so that way you can maximize

00:00:25
your revenue from email marketing. Step one is understand your products, services, and how they're really being used.

00:00:30
That way, you can figure out what messaging you need to put to maximize your sales. Two, you need to get feedback from customers.

00:00:38
They may be happy with what you're doing, they may be sad, they may be unsatisfied, and this feedback will help you tweak

00:00:44
and make things better. Then you want to go into identifying your customer based on demographics,

00:00:49
psychographics, behavioral, environmental factors, and more. This allows you to segment out your list

00:00:55
and send people messages based on what they are really looking for versus something that's generic to all your contacts.

00:01:02
Step four, be sure to always keep your customer profiles up to date. You don't want to be keeping sending people emails

00:01:07
to their old email address, or to bounces, or to people who don't want your emails. And then you want to survey your customers again

00:01:15
to gain insights on changing habits, preferences, and interests, so that way you can keep up with the latest trends

00:01:22
that are happening in the world. So now, let's dive into the specifics. How do you develop relationships with lead nurturing?

00:01:30
Well, email is all about that one-on-one relationship. You can put the person's first name in the email. That helps.

00:01:36
You can develop that bond between that prospect or that person in your contact list by using words like you or I within your email copy.

00:01:45
Helps build a deeper connection. By segmenting, you can also make your emails more personalized,

00:01:51
by having that story within your brand. That also helps as well. In addition to that, there's a lot of technical housekeeping

00:01:59
that you need to do to maximize your email efforts. For example, you're going to have errors, and these errors could be solved in many different ways.

00:02:09
And the errors could exist in many different formats depending on the type of emails that you're sending. For example, if you have a welcome email,

00:02:18
are you giving them a freebie? Because your open rates are really slow or people are unsubscribing,

00:02:23
maybe you're not giving someone any value in the welcome email, or your activation emails isn't really providing any value.

00:02:31
Or when you're doing marketing emails, you're just selling and you're not educating enough. Or if people are on your list for a long time

00:02:39
and they slowly stop opening up your emails, you may not have any retention emails or reactivation emails.

00:02:46
These are all things to consider when you're sending out emails. In addition to that,

00:02:50
you'll find that emails over time go into spam. Are you getting spam complaints? If so, adjust your emails,

00:02:56
because they may feel that your emails are too aggressive or too quote, unquote spammy. Or are you sending emails to people who don't want them?

00:03:03
Because if that's the case, even if they don't unsubscribe, if they don't open up your emails and they ignore them, it starts causing your emails to go into spam box,

00:03:10
not just for them, but for everyone. And that's why you want to clean your list on a regular basis. And that's really how you bypass the spam filter.

00:03:18
You don't send emails to people who aren't opening them. If you send an email to someone four times, they don't open any of them,

00:03:24
stop sending them more emails in the future. And that's why your audience may not be receiving any of your emails.

00:03:31
Because if you keep sending them emails, you'll find that Gmail and Outlook are notoriously known for putting all emails in spam box or the majority

00:03:39
if you continually send emails to people who don't want them. And I also recommend that you look at your list,

00:03:47
clean on a regular basis. You don't use misspelling. You don't use spammy words,

00:03:52
like free in all caps in the subject line. All these things can really hurt your deliverability. Check for hard bounces too,

00:04:00
because if an email hard bounces, that email probably doesn't exist or it's no longer available, so remove them.

00:04:07
Check for soft balances, that's temporarily. So maybe you stop sending them emails for a few weeks, and then maybe it fixes itself over time.

00:04:17
In general, your email tool that you use, no matter which one you use, pretty much all of them have reporting.

00:04:22
So view the reporting, view the segmentation, view what's working, from subject lines to the call to actions.

00:04:30
And this will give you idea of what you should do more of and what you should do less of. I also recommend that you create personas,

00:04:38
because when you create personas and when you see these patterns and you create personas based off the patterns that you're seeing,

00:04:44
you can identify different personas, track them, and not in a sleazy or creepy way, but nonetheless you can track them, segment them,

00:04:52
and then send them specific offers to maximize your conversion rate. Because there's many different personality types, you know?

00:04:59
What my wife wants to see in an email in many cases is going to be different than what I want to end up seeing.

00:05:04
But at the same note, we both love seeing sales. I also recommend creating a predictive model, right? And here's what I mean by that.

00:05:13
If you have lists within your email tool, and with these lists, for example, I have a list of all past buyers.

00:05:23
I know that if I email out my past buyers for anything new, my conversion rate and revenue is through the roof because 20% of my new purchases

00:05:32
tend to come from past buyers. So I really treat that list like it's gold, because it's an easy way for me

00:05:38
to generate more and more revenue. And you can start building out some modeling every time you're creating new offers,

00:05:45
on hey, if I email this list, here's my average conversion rate, here's the average revenue,

00:05:49
and this is how much sales I'm going to get, which then helps make your business more predictable. And then you can use this data

00:05:55
to figure out where you should invest. And that's why I do things like monitor my click-through rate,

00:06:00
my conversion rates, my open rates, because it all gives me idea on, hey, what to expect from my emails.

00:06:08
And if you notice things like your open rate going down, I recommend that you go and try a different strategy. If you're using the same concept

00:06:15
that's worked for you for years but it's slowly stops working, it's probably because your list is getting used to it

00:06:20
and you want to try something new. For example, you could try to send an email that's related to a trend or a news event,

00:06:27
and that could increase your open rates. So what is a good open rate or click-through rate? Well with companies with one to 10 employees

00:06:34
who sent 16 plus campaigns or emails in a month, medium open rate was 35% and click-through was 7%. Now, if you're a much bigger company,

00:06:44
you're going to see your rates slowly decline, because over time, you probably have bigger lists from what we're seeing,

00:06:51
versus companies who have much smaller employee count, they tend to have smaller lists that tend to be engaged with.

00:06:57
As your list gets bigger and bigger, usually you'll see your rates drop down. And to track all of this, if your email tool

00:07:04
doesn't give you what you need, you can also use Google Analytics, set up campaigns with their, use a UTM tracking variables.

00:07:12
So that way, you can track everything in Google Analytics as well. I also recommend that you A/B test some of your emails.

00:07:18
All the tools out there have this feature. Try different subject lines, call to actions. It'll give you idea of what's working

00:07:24
and what's not working. And my favorite strategy is email marketing retargeting. And what I mean by that is,

00:07:31
if I send someone an email and they open it, I can remarket them around the web and show them banner ads for my products and services

00:07:38
to really try to bring brand awareness, bring education, and eventually convert them into a customer. And that's why I really love

00:07:47
email marketing retargeting or email retargeting, because it's one of the highest conversion rates that we've seen.

00:07:54
And you can even show email ad through Gmail now, believe it or not, there's ads that you can show people within their Gmail inbox.

00:08:02
I know we covered a lot within this lesson. I want you to go to NeilPatel.com/training and click on Email Marketing Unlocked,

00:08:10
go to week two, lesson two. And I want you to download these cheat sheets and workflows. It'll help you get things through.

00:08:18
So in that way, you can maximize the revenue you're generating through email. If you enjoy this lesson, like it, share it,

00:08:25
tell other people about it, subscribe to the channel. Thank you for watching. hey everyone it's neil patel and today's

00:00:02
another day of email marketing unlocked where i teach you how to go from zero to 50 000 subscribers in today's

00:00:08
lesson we're going to be talking about testing and tweaking iterating your email marketing starts with your

00:00:14
contacts and there's really five steps and i'm just gonna quickly go over the five

00:00:19
steps and then we're gonna go in depth on what you really need to do to tweak and test so that way you can

00:00:24
maximize your revenue from email marketing step one is understand your products

00:00:28
services and how they're really being used that way you can figure out what

00:00:32
messaging you need to put to maximize your sales two you need to get feedback from customers

00:00:38
they may be happy with what you're doing they may be sad they may be unsatisfied and this feedback will help

00:00:43
you tweak and make things better then you want to go into identifying your customer base

00:00:48
on demographics psychographics behavior environmental factors and more this allows you to segment out your list

00:00:55
and send people messages based on what they are really looking for versus some that's generic to all your contacts

00:01:01
step four be sure to always keep your customer profiles up to date you don't want to be keeping sending people emails

00:01:07
to their old email address or uh to balances or to people who don't want your emails

00:01:13
and then you want to serve your customers again to gain insights on changing habits preferences

00:01:18
and interests so you can keep up with the latest trends that are happening in the world

00:01:24
so now let's dive into the specifics how do you develop relationships with lean nurturing well email's all about

00:01:32
that one-on-one relationship you can put the person's first name in the email that helps

00:01:36
you can develop that bond between that prospect or that person in your contact list

00:01:41
by using words like you or i within your email copy helps build that deeper connection by

00:01:48
segmenting you can also make your emails more personalized by having that story within your brand

00:01:54
that also helps as well in addition to that there's a lot of technical housekeeping that you need to

00:02:00
do to maximize your email efforts for example

00:02:04
you're going to have errors and these errors could be solved in many different ways

00:02:09
and the errors could exist in many different formats depending on the type of emails you're sending

00:02:15
for example if you have a welcome email are you giving them a freebie because if your open rates are really

00:02:21
slow or people are unsubscribing maybe you're not giving some someone any value in the welcome email

00:02:27
or your activation emails isn't really providing any value or when you're doing marketing emails

00:02:33
you're just selling and you're not educating enough or if people are on your list for a long

00:02:38
time and they slowly stop opening up your emails you don't may not have any retention

00:02:43
emails or reactivation emails these are all things to consider when you're sending out emails

00:02:49
in addition to that you'll find that emails over time go into spam are you getting spam complaints if so

00:02:55
adjust your emails because they may feel that your emails are too aggressive or too quote unquote spammy

00:03:00
or are you sending emails to people who don't want them because if that's the case even if they don't unsubscribe

00:03:05
if they don't open up your emails and they ignore them it starts causing your emails to go into spam box not just for

00:03:10
them but for everyone and that's why you want to clean your list on a regular basis

00:03:15
and that's really how you bypass the spam filter you don't send emails to people who aren't opening them

00:03:21
if you send an email to someone four times it'll open any of them stop sending them more emails in the

00:03:26
future and that's why your audience may not be receiving any of your emails because

00:03:31
if you keep sending them emails you'll find that gmail and outlook are notoriously known

00:03:36
for putting all emails in spam boxes or majority if you continually send emails to people who don't want them

00:03:43
and i also recommend that you look at your lists cleaned on a regular basis you

00:03:48
don't use misspelling you don't use spammy words like free and all caps in the subject

00:03:54
line all these things can really hurt your deliverability check for hard bounces too

00:04:00
because if an email hard bounces that email probably doesn't exist or it's no longer available

00:04:06
so remove them check for soft bounces that's temporarily so maybe you stop sending them emails

00:04:12
for a few weeks and then maybe it fixes itself over time

00:04:17
in general your email tool that you use no matter which one you use pretty much all of them have reporting

00:04:22
so view the reporting view the segmentation view what's working from subject lines

00:04:28
to the call to actions and this will give you an idea of what you should do more

00:04:32
of and what you should do less of i also recommend that

00:04:37
you create personas because when you create personas and when you see these patterns and you

00:04:41
create personas based off the patterns that you're seeing you can identify different personas

00:04:46
track them and not in a sleazy or creepy way but nonetheless you can track them segment

00:04:52
them and then send them specific offers to maximize your conversion rate

00:04:56
because there's many different personality types you know what my wife wants to see in the email

00:05:01
in many cases is going to be different than what i want to end up seeing but at the same note we both love seeing

00:05:06
sales i also recommend creating a predictive model right and here's what i mean by

00:05:12
that if you have list within your email tool and with these lists for

00:05:19
example i have a list of all past buyers i know that if i email out my past buyers for anything new my

00:05:27
conversion rate and revenue is through the roof because 20 of my new purchases tend to come from

00:05:33
past buyers so i really treat that list like it's gold because it's the easy way for me to

00:05:38
generate more and more revenue and you can start building out some modeling every time you're creating

00:05:44
new offers on hey if i email this list here's my average conversion rate here's average revenue

00:05:49
and this is how much sales i'm going to get which then helps make your business more predictable

00:05:54
and then you can use this data to figure out where you should invest and that's why i do things like monitor

00:05:59
my click-through rate my conversion rates my open rates because it all gives me an idea on hey

00:06:05
what to expect from my emails and if you notice things like your open rate going down

00:06:11
i recommend that you go and try a different strategy if you're using the same concept that's worked for you for

00:06:16
years but it slowly stops working it's probably because your list is getting used to it and you want to try

00:06:20
something new for example you could try to send an email that's related to a trend

00:06:25
or a news event and that could increase your open rates so what is a good open rate or click

00:06:32
rate well with companies of one to 10 employees who sent 16 plus campaigns or emails in a month medium

00:06:38
open rate was 35 and click through it was 7 now if you're a much bigger company

00:06:44
you're gonna see your rates slowly decline because over time you probably have

00:06:49
bigger lists from what we're seeing versus companies who have much smaller uh

00:06:54
employee account they tend to have smaller lists that tend to be engaged but as your list gets bigger and bigger

00:06:59
usually you'll see your rates drop down and to track all of this if your email tool doesn't give you what you need

00:07:05
you can also use google analytics set up campaigns with their use the utm tracking variables so that

00:07:12
way you can track everything in google analytics as well i also recommend that you a b

00:07:17
test some of your emails all the tools out there have this feature try different subject

00:07:21
lines call to actions it'll give you idea of what's working and what's not working and my favorite

00:07:27
strategy is email marketing retargeting and what i mean by that is if i send someone an email and they open

00:07:32
it i can remarket them around the web and show them banner ads

00:07:36
for my products and services to really try to bring brand awareness bring education and eventually convert

00:07:43
them into a customer and that's why i really love email

00:07:47
marketing retargeting or email retargeting because it's one of the highest conversion rates

00:07:53
that we've seen and you can even show email ads through gmail now believe it or not there's ads that you can show

00:08:00
people within their gmail inbox um i know we covered a lot within this lesson

00:08:05
i want you to go to neilpatel.com training and click on email marketing unlocked

00:08:09
go to week two lesson two and i want you to download these cheat sheets and workflows it'll

00:08:16
help you get things through so in that way you can maximize the revenue you're

00:08:21
generating through email if you enjoy this lesson like it share it tell the people about it

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