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Build your email list, idiot

Are you building an email list and contacting them on a daily basis. If email marketing isn’t high on your list of priorities, then this article will change your mind. 

Technology has made the business world impossibly complex.

There are SO MANY ways to market to customers, that many business owners (and even corporations) get overwhelmed with everything they need to do.

It’s not just about making a Facebook page anymore. Now you need to be on Instagram, Twitter, YouTube, Snapchat, and TikTok.

What’s that? You don’t have a blog? You’re just going to let all that potential traffic from Google go to waste?

You’re not on Yelp? You don’t anything for Google My Business? Users can’t find you on Google Maps?

Even crazier is that as hard as it is to get customers, when businesses finally DO get some, they don’t follow up.

Yes, I’m talking about email marketing.

FACT: Email marketing is the most cost-effective way to increase your revenue long term.

Sure, maybe they send one or two emails a month – a half-effort lazily-written mess that they asked the 19 year old part time intern to write in between equally half-hearted Instagram posts.

But what’s that really going to do for you?

“Hey customers, just wanted to let you know that if you visit our store now, we’re having a 10% discount because of COVID-19! Stay safe out there and make sure to practice social distancing.”

Lame.

Whoever said it was dead on:

“Half measures availed us nothing.”

You do have an email marketing strategy, right?

You do have an email marketing strategy, right?

Think about it like this:

You do allllllll the work to take a prospect through the sales process and turn them into a customer, only to let them languish in limbo without offering them the OPPORTUNITY to benefit from any of your other products or services ON A REGULAR (read: daily) BASIS.

These are people who have willingly paid you money for something (or signed up for your newsletter), which means they like whatever it is you’re selling more than having extra money in their bank account.

That’s a big deal. Nobody likes to spend money these days. Even spending $1 on something triggers our sense of loss.

But your customers already bought something. They’ve already given you their stamp of approval and shared that intimate moment with you.

It’s kind of like not calling a girl after sleeping with her. You already did all the hard work – she’s already shown you that she trusts you enough to take a risk, so why wouldn’t you try to deepen the relationship?

You’re essentially ghosting your customers.

Weird analogies aside, let’s get to the point: if you’re not sending your email list an email EVERY SINGLE DAY then you’re leaving money on the table.

Yes, I said it. You need to send these people an email EVERY SINGLE DAY for the rest of their lives in order to extract as many US dollars from them as possible.

Don’t get me wrong, other forms of marketing are great.

Facebook ads are amazing for digging prospects out of your ideal demographics. Instagram is great for building social clout. A blog is the perfect place to show how much of an authority you are in whatever niche you’re in.

But marketing to an email list is a DIRECT LINE OF COMMUNICATION to your customers (or potential customers) that can be used to literally deposit marketing material into their most personal of inboxes on a regular basis.

How to contact your email list every day without bothering them

How to contact your email list every day without bothering them

Now I know what you’re thinking: “But I don’t want to bother people! Won’t they be upset if they get an email from me every single day?”

Sure, it’s definitely possible to piss people off by spamming them with useless emails where you are constantly trying to TAKE from them without GIVING.

But if your emails are:

  • Entertaining
  • Funny
  • Engaging
  • Easy to read
  • Full of good information

..then who wouldn’t WANT to receive them?

If you knew you were going to get an email every single day about a topic that you are extremely interested in from a person you genuinely liked who you believed could help you solve a major pain point in your life, then wouldn’t you be excited to get it?

Of course you would.

The problem is that most companies do email marketing completely wrong.

I don’t know about you, but I get A TON of promotional emails in my inbox on a daily basis – most of which I don’t read.

But there are a few senders whose emails I open on a regular basis.

Maybe I don’t open EVERY email they send, but maybe a few times a week. Or even a few times a month. And occasionally I buy products or services from these people.

That’s extra money in their pocket just from sending me an email that took them 10 minutes to write, possibly even less.

The problem is that most business owners look at email marketing through a short-term lens. They send one or two emails, don’t see any results, and then give up.

But you have to understand something: God willing, your business will be around for a long time. So will you. And so will your customers.

Send them enough valuable emails and provide them with enough engaging content, and eventually they will turn into customers.

And if they are ALREADY customers, then every email you send them will deepen the bond between you and make them even more loyal about to brand.

Email marketing is a part of human nature

Email marketing is a part of human nature

But if you do things the LAZY way, like typing up some self-serving email talking about how you’re offering a discount to celebrate your dog’s birthday, then OF COURSE you’re going to hear crickets.

Nobody cares about that except you. No offense.

One thing I’m sure you know by now about human beings is that they only care about themselves.

You could probably count on one hand the number of people in your life who you would be genuinely interested in opening an email from that contains content about their personal lives.

Everything else that competes for your attention is about one thing and one thing only: what’s in it for you.

That doesn’t make us bad people. It just makes us people.

It’s how we evolved from cavemen into civilized human beings. We’re naturally inclined to look for things in our environment that we can use to our advantage.

Advertisers and marketers have understood this for ages. YOU probably even understand it in other areas of your business.

But for some reason, when it comes to email marketing, people’s brains shut off and they revert back to being first time entrepreneurs with no experience.

The bottom line is this: if you’re going to do email marketing right, you need to be prepared to write and send an email to your list every day for the rest of your life.

If you still aren’t sold on why this is a great strategy, let me put it to you like this: when you have a direct line to your customers, you have a much better chance of getting them to buy something from you than ANY OTHER METHOD!

  • Google traffic is great, but you’re competing with the other search results.
  • Facebook traffic is great, but you’re competing with the other distractions of Facebook.
  • Same with YouTube, TikTok, Instagram, handing out flyers, radio ads, infomercials – WHATEVER.

All these methods of attracting cold traffic area great, don’t get me wrong.

But do you know what’s even BETTER than cold traffic? Warm traffic.

To illustrate this, let’s forget about email marketing for a second.

If I told you that there was a way to SIMULTANEOUSLY communicate with every single person who had ever shared their contact details with you because of being interested in your product or service with less than 10 minutes of work, would that be appealing to you?

You spend all this time cold calling, prospecting, creating social media content, using paid ads.. does it make sense to leave money on the table by not using email marketing?

I don’t think it does.

A powerful email marketing sequence is the bare minimum

A powerful email marketing sequence is the bare minimum

Okay great, you’re thinking, so how do we do it?

Let me give you two scenarios which we’ll call “the bare minimum” and “going all out.”

Doing the bare minimum really just comes down to sending your existing list an email every single day. That’s it.

I can already hear some of you raging. “Every day?! I already work 87 hour days and sleep in the trunk of my car! I don’t have time to send a daily email to my list! That requires learning new things, effort, and thinking! No way buster!”

If that’s how you feel, I guess your business is going well enough that you don’t need any new customers. I’m happy for you.

But if you are NOT in that situation, if you COULD use an influx of new clients (and the cash flow that comes with them), then maybe it might be worth your time to learn how to do this stuff. Or at least hire someone to do it for you!

And the “how” of it is pretty simple: You set up an autoresponder (MailChimp, Aweber, etc), import your list, and get crackin.

The best part about email marketing is that you can create what’s called a “sequence.”

The beauty of an email sequence is that the emails you create are saved and automatically sent out to any new people who join your list.

In other words, if you have an email sequence that is 100 emails long, then every time you add a new subscriber to your list they’ll automatically be sent one email per day for the next 100 days.

I’ll let that sink in for a second…

Okay enough sinking – let’s drive it home: that means that with no additional effort on your part (beyond writing the initial 100 email sequence), you will automatically send super awesome emails to every single person who signs up for your email list.

  • That’s 100 more opportunities to establish yourself as an authority in your niche.
  • That’s 100 more opportunities to get your customers to know, love, and respect you.
  • That’s 100 more opportunities to share value with your potential and existing customers.
  • And most importantly, that’s 100 more opportunities to increase your revenue.

ALL WITHOUT ADDITIONAL EFFORT ON YOUR PART BEYOND WRITING THE SEQUENCE!

If you add 500 new contacts to your email list, then you can multiply that number by 500.

500 new customers x 100 email sequence = 50,000 additional opportunities to do all kinds of amazing things for your business!

Seems pretty powerful, doesn’t it?

And remember, that’s just the bare minimum strategy!

In my opinion, every single business out there needs to be doing AT LEAST the bare minimum.

If you’re doing all this work to drive traffic to your site and convert visitors into customers and you’re NOT doing email marketing, then you’re an idiot. No offense.

But I’ll assume that if you’ve read this far, you’re probably not an idiot. Or if you are, you’ve at least realized the error of your ways and are interested in remedying the situation ASAP.

Increase your email marketing ROI with a sales funnel

Increase your email marketing ROI with a sales funnel

So now that I’ve gotten you all juiced up, let’s talk about GOING ALL OUT on email marketing.

In the world of internet marketing, the entire goal of pretty much EVERYTHING is to build an email list.

It may surprise you to hear this, but I actually didn’t make this strategy up on my own. I know, shocking.

There are people much smarter than me out there who have devised these complex sequences of web pages called “funnels” whose purpose is to get potential customers to take a specific action on each of those web pages.

A sample funnel could look like this:

Email capture page > bridge page > sales page > OTO (one time offer) 1 > OTO 2 > coaching offer > thank you page.

Sales funnels are such a complex topic that they really deserve their own article (or series of articles, to be honest), but for now let’s keep it simple.

See the first step of that funnel?

The reason they put the email capture page (also called a squeeze page or more generally, a landing page) at the beginning is because even if the prospect doesn’t purchase anything on any of the following pages, AT LEAST the marketer has their email address and can pepper them every day with additional emails in hopes of pushing them over the edge and making a purchase.

If you really want to go all out in your business, then you are going to have to mentally prepare yourself to create a sales funnel.

I say that half jokingly, but actually not really. Sales funnels are hard work and require a lot of thought, planning, copywriting skill, and design.

For example, just to create the email capture page, you need:

  1. an autoresponder (Aweber, Mailchimp, Sendgrid, etc)
  2. a separate domain
  3. a CMS (preferably ClickFunnels)
  4. copywriting expertise
  5. a lead magnet

A lead magnet is just what it sounds like: a way for you to entice people to sign up for your email list.

Generally these come in the form of PDFs or webinars, but they promise information that solves a major pain point for customers in exchange for their email address.

You’ve definitely seen these before, maybe even signed up for a few. If you’re sophisticated enough, you might even have some of your own.

But if you want to do email marketing properly, then you need to create lead magnets.

While creating these lead magnets does require a basic skillset, it’s not particularly hard to do.

You can either create the content yourself or just pay someone to do it for you. If you have a blog, you can repurpose a few articles from there into a PDF and give that away.

Don’t overthink it. Just do it.

Supercharge your email marketing with a sales funnel

Supercharge your email marketing with a sales funnel

Again, like I said I could write entire articles on every single step of making a sales funnel, but for now let’s just assume that you’ve got yourself a nice little lead capture page.

From there, we can just go straight to “doing the bare minimum” and sending out an email every single day to everyone who signs up.

If you want to take it one step further, however, we might as well put your customers through a full sales funnel. Who knows, they might buy something! And if you’re a business owner or sales guy with any experience, then you that at the end of the day it’s a numbers game.

It’s all about how much qualified/targeted traffic you can drive to your offers.

All things being equal, the more people you expose to your offers, the more people will end up buying something from you.

More traffic = more sales = more money.

When I worked in kiosk sales, there was a huge emphasis on upselling. Even though it was fun, it was a tremendous effort to stop the customer, do a perfect demo, overcome objections and eventually make the sale.

Newer salespeople always felt insecure about upselling.

To get over this, we would tell them, “you’re already with the customer and they’ve already bought something. You already have their money, so since they’re already there you might as well try and sell them something else. You have nothing to lose.”

It’s the same with funnels.

They’ve already given you their email address. You might as well offer them an additional product or service afterwards.

They’re already on the next page. They’re going to be sent to that page anyway after submitting their contact information.

You have nothing to lose. So why not try?

If we know that it’s just a matter of exposing enough people to our offer, then why wouldn’t we expose these people (who have already expressed interest in the lead magnet) to the offer as well?

The simple answer is that it requires work to set everything up. And more importantly, it requires thinking.

Most people are willing to work. Most are NOT willing to think.

But a little thinking goes a long way.

And the best part about thinking is that you can do it from your bed (preferably a bed in a city with tropical weather and a nearby beach).

Let’s sum it up like this: “going all out” involves creating a lead magnet, a specialized landing page, and a sales funnel all for the purpose of extracting as much money from a customer as possible before they navigate away from your site to go watch cat videos on Reddit.

At the very least, do the email marketing.

Marketing to your email list: yes, it’s worth it

Marketing to your email list: yes, it's worth it

Most businesses already have an email list which they aren’t using.

Just start using it. Even if you pay someone $1000/month to write the emails for you it’ll be worth it.

Think about it: not only will you probably recoup your $1000 in those 30 days (and then some, probably), but you’ll have a brand new ASSET in the form of a 30 email sequence into which you can insert all new email subscribers that you get from now until the end of time.

Let’s say you hire someone for an entire YEAR at $12,000 total.

Sounds like a lot of money, I know.

But would you rather have:

  • An additional $12,0000

Or:

  • a 365 day email sequence full of well-written value-adds that you can send to your new subscribers
  • 365 days of additional marketing to your existing list
  • 365 additional opportunities to get your customers to love you
  • 365 additional opportunities to promote your social media pages, blog, and other web properties
  • 365 additional opportunities to notify your customers of upcoming promotions, cross promotions, and upsells

Which of these two choices is more valuable?

Is email marketing a terrible waste of time? No

Is email marketing a terrible waste of time? No

I will say this though: email marketing isn’t ideal for every business.

If you have a small profit margin or are selling things that are heavily commoditized, then this might not be worth your time.

If you’re selling the same non-branded widgets as 5000 other places and only making $1 profit per sale, you’re going to have to make a lot of sales to get your money back.

(Side note: branding is very important.)

But honestly, even if you only break even and get 12,000 more subscribers, that’s 12,000 more people to whom you have a direct line of communication with and to whom you can send emails EVERY SINGLE DAY for the rest of your life.

And just imagine how powerful this would be if you have a more expensive product or service with a higher margin!

Email marketing can work for any business. And in my opinion, EVERY business should be utilizing it.

You create the content once and can use it forever.

You capture the email addresses once and can email them forever.

Done properly, your customers will happily open your emails when they see them because they actually enjoy reading them.

Put simply: when people like you, they’re more likely to buy from you.

But if you’re just another sterile brand trying to compete on price, I think you’re making a mistake.

Not doing email marketing is leaving money on the table. If you have enough money and don’t need any more customers, then it probably doesn’t make sense to you.

But if you don’t hate the idea of making more money and getting incredible return on investment on the time it takes to create an email marketing sequence (and perhaps a funnel), then I highly recommend you get started with email marketing ASAP.

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