How to Build an Email Marketing Strategy (+ Template

my name is neil patel and I help associations with creating more pay through cutting edge advancing business visionary magazine said I was the fundamental promoter in the world and they also said I made 100 most stunning associations I started my first site at 16 years of age. I took all the money that I gained from working at amusement mecca and I paid a publicizing firm the displaying firm gave no results and I quickly found that I was following after some admirable people out of my mistake and from being bankrupt I had no genuine alternative but to dominate advancing my first client was a power supply maker I helped him with making another 25 million dollars in arrangements and beginning there I comprehended the power of advancing I helped everyone that I could and I developed my remaining by being clear and over passing on i’ve helped associations with leaning toward google nbc viacom general motors ebay yet nothing’s more satisfying than supporting business visionaries succeed I set up four multi-million dollar associations and i’ve taken in all of the blunders that you should avoid

i’ve explained them on forbes financial specialist inc speedy association and shockingly on my own locales it’s so sublime to understand that schools from one side of the planet to the next are showing my material in their homeroom all through the drawn out i’ve gotten awards from the head of the US the

spot of specialists and the brought together nations people think publicizing is expensive and problematic fortunately that is bogus there is a formula whether or not you don’t have a specific bone in your body you can get results and my primary objective is to bestow this condition to you welcome everyone uh today is an incredible day we will do an internet based course today and the present web-based class is the best approach to win customers hearts and pockets with the seven email philosophies so the thing i will do is i will share my screen and we will start so we should see share i’m expecting all of you can see my screen colin vignesh you can see my screen most certainly i’ll acknowledge that as a yes no there we are ideal great as I referred to as I referred to we will tell you all today the best way to do all around well with email exhibiting we will give you seven procedures if you require some venture to do them you’ll get results a little concerning me i’m the individual advocate of np mechanized which is an advancement office we’re overall we help associations all through the world from india to brazil to the US canada australia uk, etc in

a wide scope of vernaculars we help associations with fostering their traffic and even more altogether their online leads and arrangements i’m furthermore the owner of ubersuggest which is a site streamlining instrument that helps you with getting more traffic i’ve worked with a lot of immense associations over time from the facebooks and the microsoft’s the intuit have a huge load of awards and the inspiration driving me saying this isn’t to flaunt I don’t accept i’m the most keen person around I don’t accept i’m the best individual either it’s even more so I work with these associations and I have these distinctions considering the way that the results the systems right the methodologies and strategies that we’re executing are making

results which infers this stuff works so today when my gathering and I separate email systems for you essentially recall that they’re battle attempted they work so in case you execute them center around them and they will work and

you certainly know a little concerning me I just went over my profile vignesh you need to give an expedient show on yourself no question so i’ve been turning over here for around seven years now I think I run the email publicizing division uh you understand I i’ve worked with the smb market the endeavor market hotshots, etc all since i’ve joined here uh you know i’m truly grateful to be working here you understand this is like uh one of my astounding professions like I think once in a while a portion of the time like a couple of things are past dreams you know what I mean like it takes after it’s something you need anyway it looks like actually better contrasted with that so that is essentially the quick show yet better trust it colin you need to do a quick show colin is our vp of improvement at np automated better trust it thanks neil an obligation of appreciation is all together for having me i’m happy to be here been doing uh progressed advancing for extremely a couple

time orked with a lot of colossal undertaking marks yet moreover a huge load of smbs and i’m the individual that helps with pulling all that we’re doing aggregately inside modernized advancing together um because isolating the storage facilities is truly huge concerning progressed so how might you know the favored bits of knowledge behind the best email associations right how might we realize this is in light of the fact that we’re working on email publicizing for indisputably the greatest brands and after you’ve done it for so regularly over the long haul you figure out what works what doesn’t what’s causing improvement us and you’re running such endless tests you’re similarly learning new things since you’re doing it at scale as well and we make a huge load of traffic to associations in all different organizations through email from web streamlining through uh

you know since you’re assembling the leads from site advancement or email drives gathering email leads from paid

gathering it through just regular likewise and a short time later we’re doing it for associations in the web business claim to fame b to b to c lead gen space it from a genuine perspective works in essentially any industry mailchimp actually sold for 12 billion dollars to give you an understanding of the size of the market and as I referred to at our notice office np progressed this image isn’t actually forefront anyway we just set up a base in the collected domain and we’re constantly adding an always expanding number of regions as well and as I referred to the stuff is working right not just on what we’re executing for the clients yet people who are watching the web-based courses and taking the techniques that we’re breaking

down they’re getting mind blowing results and this is the explanation we’re getting amazing accolades as well so please if you basically do one thing execute something like one of the frameworks of the seven that we separate today and in case you need any help you with canning reliably hit us up and we’re here to assist you with excursion as well so what about we separate how to win customers hearts and pockets with the seven email systems right well you gotta first look at fundamental versus advanced right who’s using email advancing and it’s truly associations of all sizes from the facebooks to the microsoft’s to you know even little associations that you may have never referred to about similarly as the tremendous brands you know like as we referred to facebook microsoft and even apple and people of all sides are using email promoting since it’s working and it’s making staggering results just ponder netflix I get shocking messages from netflix on what you should look just as hi rejoin today directly if you end up dropping they’re

doing responsibility missions to get people back at it so then, that way they can end up creating more arrangements as time goes on as well so before we start you need a mission strategy without a mission framework you’re basically sending messages and you’re not really going to see the results that you need with your email displaying and a lot of that is supporting right so you get people in how should you support them manufacture a liking with them so that

way you get them to buy if you basically start sending cold messages heedlessly to people and you essentially send them messages in sum and you don’t build the value the affiliations giving them such a ton of trademark worth with the copy that you’re sending they’re like huh i’m getting a particularly lot with the assumption for free let me purchaseif you don’t do that you don’t educate and you’re scarcely selling you’re not going to do

well you gotta for the most part show people you care by following up by teaching by helping this will help with ensuring that you progress honorably and convert people in the

since quite some time ago run so we should isolate the method you need to get it going sure um so something that we do

for email exhibiting that capacities honorably is we like to send what you call work measures right so work measures are preset missions uh expressly for email advancing that help you with playing out a specific action so which implies

we ought to just say someone goes to your site right and they join to a leaflet so on the notice what’s ending up happening there can’t avoid being there’s a preset proportion of messages there’s a date there’s similarly a period expressly set for that work cycle to be set off right well that is an exceptionally essential transformation of a work interaction right now there are moreover altogether seriously confounding work measures and besides so everyone understands an extraordinary truth is customers are on different occasions bound to see altered messages and truly

buy from them versus like a direct message right so that takes us to a model work measure not very far away um so what you’ll see is this is an all around common electronic business work measure right so you have uh you know someone who hits the website look at specific things and a while later they either add the truck or they vanish right well that is consistently what’s happening what we like to do is we like to have a chance set for every single time someone is leaving the page so for instanc

you’ll notice is that

uh with email marketing you’re going to

see what’s called lifetime customer

value right so ltv

on average your ltv for e-commerce

specifically uh is going to be 10x

the original transaction depending on

the market right so this is a client of

ours as you can see here they’ve had 36

000 customers who placed over 293 000

orders over a 10-year timeframe right

now

typically with other channels like

measuring lifetime value like this is uh

pretty tough but with email you can see

it’s consistently taking a customer

who’s paying 37 average order value and

having them come back over and over and

over again in this case they’re coming

back at least nine to ten times right

and typically what’s happening here is

that uh that customer

cumulatively these customers these uh

you know 36 000 customers have given

this business about 10 million dollars

in revenue now great thing that’s also

happened with email marketing is that

you can actually figure out like through

predictive analytics tools that exist in

almost every crm these days is that you

can actually figure out when they’re

going to buy

next and then send them an email exactly

the moment that we think you know at

least the system thinks that they’re

gonna get you know purchase again which

is really cool it’s not really hard to

set up it just uh requires some know-how

on how to set that up

so

um that takes us to the next slide so

let’s talk about the holidays right the

holidays are coming up you know we’re

technically going into q4 and q4 is the

most profitable time for

e-commerce and you know businesses in

general right so here are some

uh facts that’ll kind of help you

understand this a little bit more so on

average

uh an average american spends about one

thousand

forty eight dollars like over a thousand

dollars on average on uh items like

decorations candies gifts all that

deloitte actually forecasts the holiday

retail sales in 2021 uh this year is

actually going to be about 1.2 to 1.3

trillion dollars from november to

january right which is huge so if you’re

not doing email marketing you’re

actually missing out big time right

especially with e-commerce sales

projected to be about 218 billion of

that 1.3 trillion dollars right so here

are a couple things you need to be uh

doing if you’re going to be

marketing during the holidays right so

you want to do what’s called trust

building campaigns right such as social

proof campaigns that you get you can

take all of the customers you’ve had in

the last 12 months take all the most

profitable start with that not a

profitable but all the nice things and

all their testimonials put them in an

email send it to your like non-buyers

and that’s going to help convert a lot

of customers what i mean number two you

can actually get your best customers to

review your product and actually

use that in an email right like send

your own unboxing video right there’s

also holiday campaigns like black friday

cyber monday christmas right those are

huge huge uh you know days that you need

to actually hit to generate the most roi

right there’s also content-based

campaigns where you’re sending out

content to your users to help them out

uh you know with content because you

can’t just keep mailing them uh you know

offers every single day right there’s

that

there’s also new category products and

releases so if you have new products

coming up in the in winter you

definitely want to push that out as fast

as you can so that’s kind of where it’s

at

and these are the dates that uh matter

you can pause and like look at these but

these are the dates that you want to be

sending emails on no matter what right

so uh you can take a screenshot of this

like review this later but this is a

few days that matter a lot

from profit standpoint so

uh yeah i will hand it back uh

to oh this there’s this as well um so

dedicated email so if you don’t have

your own email list this is like a last

hack for you if you don’t have your own

email list what we suggest is you can

actually go find a blog or find like an

influencer in your space and borrow

their list now meaning like you don’t

buy it or anything like that you pay

them a small amount of money

for you to basically send one email to

their list right one dedicated email and

there’s a lot of lenders in the

marketplace that allow you to do that so

even if you don’t have your own list you

can work with someone else’s list and

still do these campaigns uh and see some

good revenue as a result of that so

uh i will then hand it back to now

cool so let’s go over bonus case studies

so give you some examples here’s email

marketing for somatics cinematics as

vignesh mentioned uh he led this up he

did an amazing job here along with the

team as well

they sell music-related stuff if you

want to be a dj or audio related stuff

like voiced up

tracks most of its digital not really

too much equipment based stuff

and they were trying to reach gen z

and the solution with them was to create

a funnel and then a webinar uh with

upsells down sales and use email

marketing

and the team ended up helping them

generate 4.5 million dollars in revenue

over eight product launches and their

subscriber base was over 1.1 million

users which was amazing

and if you just look at the screenshot

here email drove a lot of revenue 1.7

million

and it’s just something that you

shouldn’t take for granted and somatics

isn’t the biggest company out there

right there’s a lot of

big companies and for bigger companies

you’ll even see a much bigger dollar

amount but they’re still a smb and as a

smb email

is super powerful and you shouldn’t take

your granted no matter what business

size you are

here’s one of my old sites i no longer

own it quick sprout

new people ended up taking it over a few

years back

received six hundred thousand visits a

month and we were doing webinars seven

percent click through rate with the

webinar registration forty two percent

of the

uh

uh registered for the webinar and 8.5

close rate of the webinar uh attendees

and uh the numbers were pretty good you

know through email marketing we were

able to increase leads by 305

and it drove 140 of the sales what was

really interesting with the email

marketing is

50 of our sales roughly sometimes a

little bit more sometimes a little bit

less came from the webinar but roughly

50 percent came within a seven day time

window mainly through email marketing

and a lot of it was on day six and day

seven specifically

and the team as well did an amazing job

with this one oma which is a big

publication in the

marketing realm with a lot of cmos read

uh we’re a finalist they haven’t

announced the winner yet for our email

marketing campaign with bavarian

clockworks um

you know bavarian clockworks is a

company that ends up selling clocks you

can check them out but email’s done

extremely well for them you can see some

of the stats right here on the screen

but the stuff that we’re doing the

strategies like that we talked about

today that colin and veganish talked

about as well as the rest of our team

we’re implementing it on our clients and

it’s working hence awards and you know

being

brought up as one of the finalists

because the tactics are working so just

make sure you implement at least one of

them and you’ll be better off

the big mistake that people make in

marketing i’ve seen this time and time

again

they have all these ideas when it comes

to marketing they did one too many

things they try to find the latest and

the hottest thing out there instead of

just focusing and double downing on

what’s work if you think about email

marketing it’s not sexy no one talks

about it compared to you know instagram

but it works right it’s not the latest

tick tock or snapchat but it works so

don’t take these old channels for

granted and if you ever need help and

you want my team to do it for you right

we have a proven tracker just go to

npdigital.com

and you can always follow the lead form

there

so now let’s go into questions

barbara do you want to end up bringing

down some of the questions that people

have and we can get them answered

um and this is also quite interesting

you guys should also check this out and

use it one of you know and i’ll share an

interesting stat for you

when we do a webinar we typically can

get a hundred plus leads just from

people taking up their phone which i’m

holding on the screen and then

scanning their camera with that qr code

and it ends up generating leads so if

you do webinars or you do marketing

consider having qr codes within your

images or at the end of your webinars

it’s a great way to generate leads we

use it works extremely well and you can

also do then get to lead generation form

and work with us by just skinning your

camera on it as well but let’s get into

some questions barbara

yes hi everyone this is barbara here

from eos team

and i have some exciting questions that

people are always asking about email

that i thought would be interesting to

share with everyone

um so the first question is

uh what are some that’s for neil by the

way what are some of the advantages of

using an agency instead of my email

marketing campaigns in-house so yeah

what’s the difference there

so you can use it in-house there’s

nothing wrong with either approach um

sometimes you can get it done cheaper

in-house if you’re a really large

corporation if you’re not you may not

need full-time dedicated email resources

so in some cases it can actually be

cheaper to use the agency than hiring

someone full-time

the second advantage and this is the

biggest one is more so

you can end up

when you run your own campaign you’re

learning from your own results with the

agency we have so many clients in so

many different spaces we’re taking our

learnings from all of our clients

aggregating it and using it

to make better informed decisions for

our clients so they typically see

results much quicker and they can see

better improvements because we’re seeing

data and mass scale from many different

industries

amazing next question is for colin what

are the best ways to encourage opt-in i

want to build my list from scratch

provide options

i mean i think that that’s that’s the

best way

to to not only get more people added to

the list but to

tailor the messaging once you have your

list and what i mean by options is when

you’re capturing the email

ask more questions don’t just ask for an

email address you know what sort of

information do they want to see you know

are there specific categories or

subcategories that they’re more

interested in i mean if they select yes

guess what you know now we have the

ability to sort of segment personalize

and tailor our emails to be more

specific to you know the information

that they actually you know want to

receive from us so i would just say take

take a look at the the options on your

form before you even capture the email

that’s that’s the recommendation

all right great question

now vignesh uh we have a question what’s

the ideal client to since you know you

work

directing our email marketing area so

it’s the ideal client to work with us at

the agency

so

typically if the business is stable so

for example if they have at least

half a million dollars in sales they’ve

been in business for at least two years

and they have a customer list the week

in email

those are the best type of customers

because they already have an asset that

we can use to

bring them roi really quickly right

because typically with a lot of our

clients uh they tend to see an roi like

within the first three months or so only

because they are a great fit so if there

is a you know revenue backup their

business is stable and they have

customers and we can definitely help

them in terms of email marketing

can i maybe

can i pile on to that one barbara real

quick um yeah

i i think i think we also

really

enjoy working with clients where we’re

servicing those clients across multiple

channels and or touch points

because email is a really good closer

but and it’s a great way to to nurture

the leads but if we’re also managing

things like paid search or paid social i

think it allows us to be more effective

for our clients because we’re we’re kind

of connecting the dots throughout the

customer journey so anytime we’re

managing multi-channel for for some of

our clients i think those those clients

are the ones that see the most success

for sure absolutely

you’re right um there are a bunch of

questions also about you know what

should i do with a disengaged list and

how to make sure my emails don’t end up

in the spam folder so can you guys talk

a little bit more about that

sure so with the disengaged list

and i’ll actually break down a few

scenarios

so when you send up emails a portion of

your people are going to be active no

matter what whether you send an email a

month ago or five months ago or one week

ago just some people are genuinely

active and some people are not if you

have the longer it takes you to send out

an email you know the higher percentage

you’re going to have of people disengage

uh and what people’s gut inclination is

is hey i’m just going to keep sending

them emails

and if you do that what you’ll find is

if you send emails and too many emails

to people who don’t open them

they’ll actually start showing up in the

quote unquote spam box or other inbox

and what these

solutions like gmail and outlook will do

or hotmail

they won’t put them in the inbox even if

someone didn’t mark them as spam if you

keep sending emails to someone that

doesn’t open them they’ll just push them

away and not show it to that person

so then as i mentioned a portion of your

list is engaged

but if the majority of your list isn’t

engaged and you keep sending emails to

everyone but the majority don’t ever

open them and then gmail stops showing

to them the people who were opening up

will eventually

slowly start seeing your emails

disappear and not show up in their inbox

and they may show up in spam because

what their algorithms will do say hey

the majority people aren’t interested in

this so let’s just start pushing it to

spam

it’s a lot of large numbers so what i

would do is take your

list if they’re not engaged well start

sending educational emails and emails

that provide just so much value like go

above and beyond and give them stuff if

possible for free that people would

normally pay for whether that’s good

content or webinars or free ebooks or

courses or even products with discounts

or free

they just pay for shipping

give them something that really gets

them engaged back and after you do that

a few times

then what i would recommend doing is

separate the non-openers with the

openers

and eventually start slowly scrubbing

off the non-openers from your list so

then that way it’s not affecting the

openers

great those are great tips

um so now we have a question about of

course black friday cyber monday um

i guess vignesh or colin do you want to

let people know how to better prepare

for it for those um holiday season

sure i could start off colin so

real quickly what you want to do with

black friday and what we’re doing for

all of our clients is we actually have

the black friday cyber monday campaigns

done already for them right only because

when you’re doing something like last

minute for as big as like a black friday

it’s really really tough to actually

make an impact right but if you have all

of those done two months in advance

you have a lot of room to work with you

have different variations that you can

test at a later stage right so

my highest recommendation is get all of

those emails like all of the christmas

black friday cyber monday you know

thanksgiving like all those emails done

today or in the next couple weeks before

those actually come up this way you have

time to test see what’s happening and

just you know adjust and recalibrate

accordingly

yeah and then i’ll pile on just just

saying that

data is our friend and you know black

friday cyber monday comes every year you

know how how were those campaigns if you

have that data last year what were the

findings what did you learn from those

campaigns

additionally

consider testing ad copy before cyber

monday you know within places like page

search you know as an example to see if

you know some headlines garner better

click-through rates there’s a lot of

testing that can be done on other

channels to essentially help connect and

inform you know what you’re doing from

an email perspective but data is our

friend you know take a look at whatever

data you might have from last year and

then test whenever you can strategically

in in other platforms you know like paid

search paid social

okay

um vignesh i’m sure people would love to

know what are some challenges that you

faced with clients and how you resolve

them

okay um

sometimes uh there are a couple

scenarios number one is someone who

hasn’t ever sent email right they don’t

know what to send they literally are

just starting so at that point

that’s when we do those surveys i talked

about and those phone calls and stuff if

the client does it essentially and

figure out

uh exactly what

uh works right what should be sent what

type of promotion should be sent right

and those surveys actually work really

really well like you could even send the

survey out and ask people hey what type

of promotions do you want to see on

black friday what what do you want from

us from cyber monday like what could we

do for you that will fulfill your needs

and make you really happy and stay our

customer the long term right so that is

like a lot of like what we do is

initially when we begin a contract to

figure out what’s happening now there’s

also times where you know someone comes

in they actually have been doing email

really really well and for some reason

their deliverability drops off right so

at that point we actually go and do a

full deliverability audit like we work

on there

as colin talked about we work on their

spf we work on their dmarc they dkim we

basically make sure everything’s set up

correctly we go to different isps and

you know email service providers and

basically verify the ip address verify

the domain actually helps with the

inboxing and that actually helps solve

their inbox issues and then thus helping

them generate more revenue so those are

like two scenarios but i could go on and

on but i think that’s like a good start

unless i’m missing something barbara

no no you’re not um we have so many

great cases um that vignesh has led

so

i mean i’m sure there were there were

also a lot of

challenges with those but

we can always overcome them and email is

one of the highest roi channels if not

the highest that we see in all of our

our clients so it’s very valuable um now

we have a question of course every time

we run a webinar people are wondering

how can they

how they can work with us

and hire us to take care of in this case

of their um e-commerce and their email

marketing or if they’re in other

industries too how can they submit a

request so in fact there is i can answer

this question there is a

qr code that shows up in the screen you

can scan it and

then convert on that page and we’ll get

in touch with you

um

all right so we have a few more

questions do do we have time for a few

more

let’s do it good

okay

uh the people are asking what are the

best kind of subject lines

so out of everything that i’ve tested

and it’s going to depend on your

audience but typically casual like a

friend would write to you short to the

point um people don’t always capitalize

everything in their subject lines like

when just imagine a friend writing an

email to you so think of subject lines

like that putting someone’s name in a

subject line typically increases

conversion rates from what we’ve tested

as well so that should give you some

ideas on what to potentially use

great someone has just asked in the

comments how do you improve your

copywriting skills

um i could just say you need to write a

lot of copy and study really great

marketing and copy so i would recommend

going to mail charts and just seeing how

great email copies written by some

really huge brands and that will give

you a lot of insights that you otherwise

wouldn’t have right so i would start

with that if there wasn’t you know like

a starting point uh

yeah and make sure make sure that you

sign up and i’m sure you have

receive emails from all your competitors

you know what do you like about what

what they’re doing and can you maybe

learn

you know from from what the competition

is doing and then you know abt always

always be testing

and that includes copywriting

yep

well another interesting question we

have here is how do i send the right

content to the right customers and how

do i know um what they like i

think you’ve answered that with your

surveys right bigness how important they

are but if anyone wants to add anything

else to that

yeah i’ll i’ll

repeat that survey is probably the best

method

but i think

everything in moderation right but i

mentioned it earlier you know what other

questions

can you ask before you capture that

email

to better segment the the customers and

and then tailor the message specific to

them i think that that’s that’s

something that’s often overlooked

okay i think we are good

uh maybe one more question and then

we’ll wrap it up

uh the last question is what’s the best

frequency to send emails simple one

it depends on the audience but what i

would recommend doing is at least a few

times a week if you start doing like

once a day gets a little bit too

aggressive a few times two three times a

week i’ve usually found for most

industries and most companies that’s

typically the sweet spot

and of course everyone thank you guys

for attending

bigness colin barbara uh solomon russell

team for putting this together and all

you guys listening i and answering

questions i know you guys have other

things to do and you have busy mondays

so thank you guys for joining

thank you so much everyone

thank you guys thanks guys have a great

week