Have you noticed that email marketing seems a little different over the last year or so?
Have your open rates been declining?
Do you feel like less people are taking you up on your offers when you email your list?
Of course, with the state of the world right now, it’s understandable that changes in how we speak with the humans we’re meant to serve is so key.
I encourage you to do all you can protect yourself and others by taking all precautions from the CDC and WHO.
I ALSO think it’s the time NOT to panic, but to instead do what you do best as a creative entrepreneur, get creative and extra generous in terms of sharing your gifts.
I personally take Coronavirus very seriously and it’s top-of-mind for me and my team.
One of the ways I’d love to offer support to our community is continuing to be in conversation with other female entrepreneurs and offer helpful advice and content that will help you grow your positive impact on the world, even during this trying time.
So, knowing these more recent changes are temporary, I’d like to talk about shifts the email marketing world has seen overall:
The world of email marketing is seeing some major changes.
- More and more businesses are using email marketing than ever before.
- Consumers are getting used to being sold to when they open their inboxes.
- Data protection and privacy laws are becoming enacted and more important than ever, and the list goes on.
The fact remains that email marketing is still an incredibly powerful tool that should NOT be overlooked.
We’re simply playing by different rules today.
The days of “the biggest list wins” are over.
It’s absolutely quality over quantity now.
A lot of marketers just DON’T want to face this reality. They are missing out on seeing, and taking advantage of, this reality as the opportunity that it IS.
If I had to tell you the two most important things to know about email marketing and allowing it to work for you TODAY, I’d tell you to:
#1: Make sure you know how to get your emails through to your potential customer’s inbox
#2: Great email marketing isn’t rocket science (AT ALL), it’s about E.E.R.
[This post would be too long if I went into #2 today, so I’ll start by sharing #1 with you; some of our best practices for keeping a clean list and ensuring that more of your emails actually make it to the inboxes of those who are excited to work with you!]
1) Ask Your List To Whitelist You
This makes it more likely, even as data protection laws and privacy measures are put in place, that they will actually receive your emails. It’s their way of saying to email providers, “Hey, let these emails through! I really want to hear from her!”
2) Primarily email only the most recently engaged subscribers. (Those who have opened in the last 30-90 days.)
I get that you’ve worked hard for every lead who has joined your list and that the thought of ONLY emailing those who have opened your emails in the past 30-90 days feels cringeworthy.
“What if I miss someone who’s really interested by not emailing my whole list?!”
I say this lovingly: A subscriber who has opened NONE of your emails in the past 90 days is VERY UNLIKELY to engage with your future emails, let alone invest in your offers.
In fact, it’s probable that their email provider has noticed their lack of engagement and no longer even delivers your emails to them.
Many email marketers will refuse to accept this and not follow this practice and their open rates will continue to decline as a result.
Email providers start to notice that a high percentage of their customers are not opening your emails and they start making moves to protect their users by letting less and less of your emails through; even to the people who WANT to see them!
3) Delete Unengaged Contacts After 6 Months.
This one might feel like another gut punch, but remember what I said above.
If a subscriber isn’t opening your emails, they’re not likely to engage or invest, but they ARE likely to be dead weight that will begin to STOP your emails from getting through to the right people who are interested.
If they haven’t engaged in 6 months, you shouldn’t be emailing them per instruction #2 anyway, so keeping them on your list just muddy’s your numbers and means you have more private user data to protect with no benefit to your business.
4) Scrub your list every 6 months and/or year.
Scrubbing your list means using an application that scans your list for “bad” email addresses (typos, fake emails, etc.)
We use a resource called Klean13 to scrub our list. These systems have a database of emails they run yours against to check to see which “bad” emails you’ve got on yours.
This is different than list maintenance, which is simply removing the unengaged and opted out contacts from your list.
5) Make it easy for subscribers to opt out.
I was told once by a past mentor to hide my opt out link far down my emails so that subscribers would have a hard time opting out. This is a very bad idea!
It’s extremely important to make it easy for your subscribers to stop getting emails if that is what they want. Angry or annoyed subscribers are nothing to be afraid of; it happens and it’s part of the game.
However, when humans on your list are angry or annoyed, you want them to easily be able to leave your community. If they can’t figure it out, they’re likely to mark your emails as spam, which is damaging for your email deliverability.
For every 1000 emails you send, all it takes is 2 spam reports for you to be on bad terms with your email marketing company.
Let me know if this was helpful for you and which of these practices you’ll be implementing right away!
Lots of love,
P.S. I’ll be poasting Part II email next about keeping your open rates up and maintaining a healthy list that converts!