Transcript: Ep #084 From Inbox to Sale: 3 Tips To Improve Your Email Marketing & Increase Sales
00:00:00] Oscar Garcia: Hey, hey! Welcome to The OMG! Show, the podcast at hubs course creators grow their business with profitable pay traffic funnels.
My name is Oscar Garcia and it’s my mission to help you, the course creator, drive more traffic and convert more customers so that you can have a thriving and sustainable business.
In today’s episode, we’re gonna take a look at the important steps to consider when using email in your business to drive more engagement and more sales.
And the aim is to give you peace of mind and confidence to move forward with a plan in place that you can use to drive up your email, open rates, get more clicks, and convert more customers.
By doing so, you’ll start to leverage the most powerful asset you have in your business and build a foundation for long-term sustainable growth.
Inside of this episode, we’re also gonna take a look at what you need to do to get people on your list, how to get people to actually open your emails, and more importantly, how to actually get them to read your emails.
Now, if you’re looking for some great resources that’ll help you run your business, then listen up! At the end of this episode, I’m gonna be sharing with you how you can join my marketing and mojitos community for free, while it’s still in beta. If you want answers, it’s the number one place to get them.
With that. Let’s go ahead and get started.
Okay, so we wanna start seeing a ROI from our emails, right? I mean, after all, everyone is always saying how email has a 36 to one return on investment and that email is better than social and this, and that. And you might be asking yourself, where are these numbers for me?
The thing is that most people have the wrong idea about how and where email fits into their business.
When I get on these consultation calls, they’re kind of always confused and there’s like a big question mark in terms of, okay, how am I gonna start leveraging email for my business?
And many treated as a sort of Top of Funnel strategy. They think of it as something similar to like a blog or, just something that that fits into their social media, marketing strategy. That couldn’t be farther from the truth. So what ends up happening is that in most cases, the email is just kind of becomes a thing where they have these contacts, but they’re not sure exactly what to do next, right?
They’re not seeing sales, they’re not seeing the open rates, they’re not seeing, you know, the big picture. They don’t know what’s right. So what ends up happening? They end up giving up and their list just goes cold, right? They don’t, again, they don’t see the big picture.
And the thing is that your email list is your tribe. These are people that said, you know what? I’m willing to give you a shot.
These aren’t cold traffic, right? It’s not like they’ve never heard of you. These are people that found you and decided to give you, their contact information in order to be part of your circle.
All right, so there’s a lot of trust that goes into that.
Now, of course, there’s people that are just gonna sign up with the fake email and all that, but let’s assume that these people are real and they’re giving you their contact information. We can’t just put that aside and throw that away.
As you know, I love running paid ads to low ticket offers, but you can’t expect to quit your job and travel the world and pursue other interests without being able to scale.
I was able to build a half a million dollar business in two years on the back of a low ticket offer. But I wouldn’t have been able to do that without leveraging the list. You see, the low ticket offer builds the list, but it’s the list that scaled the business. Okay?
Now there’s certain strategies you’re gonna want to implement here, and the first one that I would recommend for a long-term sustainable growth, leveraging your email list, is making sure that you only get the right kind of people on your list.
What do I mean by that? Well, I highly recommend including a double optin. You see, in most situations, people are gonna have a single opt-in, meaning as soon as someone clicks your link to go to your landing page and they enter in their information, they’re automatically a part of your email list.
This is how I used to do things. This is what I used to recommend. But it wasn’t until I built a list of around a hundred thousand people that I started realizing that there’s just a bunch of people on this list, by the way, I’m getting charged like, you know, four to $500 a month to have this list, and there’s a lot of people on this list who.
just aren’t opening the emails, they’re not clicking the links, they’re not moving my business forward. And that’s when I realized that I had a lot of fake emails, in my list. I had a lot of emails of people that just never really cared for the message that we were trying to put out. And so it really just didn’t do much to move my business forward. So it didn’t really make much sense. And we went through this whole thing of cleaning out the list and we pretty much removed half of them.
Okay, now, We adapted, we switched over to a new strategy where we have a double optin, meaning when someone clicks on your link to go to your landing page, to sign up for your list, they have to confirm their email address.
Now, psychologically, this adds something else, another roadblock where if people truly want what it is that you have to offer, they’ll go into their email list, they’ll click on that confirmation button, and then, you get someone who took that extra step and is wants you have to offer and is now part of thattribe, part of that circle, right?
And so that one little step does a lot in terms of helping what is called your deliverability rate, because you can have a nice big list, but let’s say, you have a list of a hundred thousand and only 5,000 people are opening your list, that’s not really a healthy list, okay?
Not only that, but the, you know, the email Gods, the Googles, the apples out there, they’re gonna see that whenever your domain sends an email. No one really opens it, so therefore they’re gonna start moving your emails towards spam, and that’s gonna affect your deliverability rate even more.
So having a double optin and making sure that you’re sort of, you know, trimming and removing people who aren’t engaging with your emails is super important to ensuring that you have high email open rates and high click through rates. And, but most importantly, that you have a list of people who actually want what it is that you have to offer. Now in terms of, you know, just housekeeping items, the other thing that you want to do is stay consistent. Now, I like to email my list Monday through Friday. Do I do that always? A hundred percent?
No. Sometimes, for example, like this week active campaign went down so, I couldn’t email my list. But you wanna be consistent-ish.
So for example, if you’re emailing your list once a week, email them once a week. It doesn’t have to be every Monday at nine, for example, but make sure that every week you at least have an email going out.
You want to be consistent because again, these are your tribe, right? They, they, they gave you their information, they took that extra step, and there has to be that level of trust there, and you can’t just throw away that trust. So show up for your people.
Now, when it comes to email marketing, I could honestly do like probably 10, 20 different podcast episodes on these topics.
But really quickly, the main two ideas are you have, you know, your campaigns and your automation. So your campaigns, think of ’em as like, A live video, like if you were gonna do a Facebook Live, whereas your automations are kind of like a pre-recorded video. So in most cases, you’re gonna have a combination of both.
And for example, you might have a seven day welcome sequence, right? That’s a very popular sequence that many people recommend doing, in which case, that’s what’s called an automation. That’s like a pre-recorded video. But then you have your campaigns, these are like your one-off email. So for. When I say I’m emailing my list daily, that means I’m sending a campaign every single day towards my email list.
But regardless if you use campaigns or automations, ideally you’re using both in some kind of combination. What’s more important is the structure of the email.
Now for me, the structure has to incorporate story because you don’t want to leverage email as if you were some sort of big box retailer where you’re always sending out, Hey, here’s a sale, here’s a sale, check out this, buy this kind of a thing.
That’s, that’s not really the kind of relationship that you want to establish because over time you’re training your, your email subscribers to only look for sales. Instead, what you wanna do is focus on, on building relationships and building a connection. And the best way to do that is to leverage stories.
So for me, I use a very simple story framework for my emails that I kind of adapted over the years, but it’s, it’s pretty simple.
We start with a quick little introduction. We then talk about an inconsequential action. We then give the value. We then relate the inconsequential action to the business and to what they want, and then at the end, I have a PS section where then I do a hard pitch.
So to give you an example, I normally start off my emails by saying Good morning. Then I mentioned some form of inconsequential action.
So last week I had something stuck in my eye. So that’s what I used for my email. but then the value of the email, I talked to my list about how the Facebook pixel actually works, and I related that to how the Facebook pixel is sort of like me walking around without any glasses or contacts. I, I can’t see. I’m like practically blind.
And then at the end I relate it to how, rather than walking around and relying on a Facebook pixel that can’t see anything that’s blind using this particular strategy it is gonna be the equivalent of me walking around with glasses or with 2020 vision, for example.
And then at the end I have my Ps, in which cases I’m normally selling, sending people to schedule a one-on-one call with me.
But I use that simple story framework to get people to relate to my emails. Maybe there’s a little bit of humor in there. Most importantly, there’s value, there’s utility. And the thing is that by leveraging story, the main takeaways are easily consumed by your list.
So that’s how we’re gonna get people to read your emails, but before they can read your emails. We need to figure out how they can even open the emails, right? And that all comes down to your subject line.
For me, the subject line is always at the end, once I’ve written out my email and I’ve gone back and read it a couple. I’m like, okay, this is kind of like the main idea, so therefore I want to use curiosity in my subject line .The whole purpose of that subject line is just to get an open rate.
It’s not meant for people to read your entire email, it’s just meant for someone to open up your email and start. So for me, The email subject line that has worked the best over anything else has been the subject line. “Hey!” that’s it. H E Y with an exclamation mark. And that’s it.
And that gets the most open rates. Why? Because it invokes curiosity.
The other thing is that we want to improve click through rates. So how do we start sending people from our email list to buy our stuff or, you know, watch videos or, you know, take an action.
For me, I recommend no less than three call to actions within the body of the email, but you don’t want to create a jarring experience for the reader. Instead, you want to embed your call to actions within that story. Just highlight sentences in the story that relate to where you wanna send them to. Doing so just creates a much more seamless interaction with the, the reader, with your, with your audience.
And it, it invokes that curiosity element once again. Now, the one place where I do have a hard call to action is in the ps, right? The postscript of the email.
That’s generally where I have a hard call to action, where I’m like, Hey, if you want more, go here. If you wanna buy, go here. And in most cases, for me, I’m sending people to schedule a one-on-one with me. So that’s what I do in the ps, but it’s all about making sure that those links within the body. just naturally fit within the email so that it all creates one seamless experience.
All right? Now, by using these strategies, you’ll start to see higher open rates, higher click through rates, and more sales coming in over the long run from your email, and you’ll start moving your business in right direction. So that way. You know, all this time that you’re spending, all this energy and effort actually starts moving your business forward rather than just getting cold and collecting digital dust, right?
So there you have it. Implement a double opt-in, leverage stories in your emails, and use curiosity in your subject lines and in your links, and you’ll start getting higher open rates and more sales coming in through your email. So these are some simple strategies that you can. For long-term and sustainable growth.
Now, if you’re tired of running your business by yourself or you’re just too overwhelmed with the amount of information that’s available online, I hear you and I invite you to join my marketing and Mojitos community. It’s free for the time being and it’s gonna give you the resources you need to put all of these things into action.
Not to mention, if you have a question, you’re gonna get the exact answer you need at the right time. So head on over to www.oscarmgarcia.com/beta to sign up or click the link available in the show notes. Thank you so much for listening to this episode of the OMG Show. Enjoy the rest of your day and make sure to tune in for the next one.