Email Marketing: What’s Working Today

by 21 02/08/2013

If you’ve heard that “email marketing is dead”… you need to forget everything you’ve heard and pay attention for the next few weeks as I begin my 8-series column on email marketing.

Since this is my first post on The Daily Egg, let me introduce myself.

My name is Jeremy Reeves.  I’m a direct response sales copywriter who writes copy that ranges from emails (which I’ll be talking about), to landing pages, to sales letters, video sales letters and any other type of copy you can think of.

For the next 7 posts, which will be published about once every two weeks, I’m going to give you access to my email marketing process.

Here’s what we’ll cover:

  1. Topic #1: Email Marketing:  What’s Working Today
  2. Topic #2: A Review Of The Best Email Tools And Who Should Use Them
  3. Topic #3: The Importance Of Email Frequency
  4. Topic #4: The Secrets Of Autoresponder Sequences
  5. Topic #5: How To Craft Emails For Maximum Effectiveness
  6. Topic #6: How To Double Your Open Rates
  7. Topic #7: Plug-n-Play Email Templates You Can Use Today
  8. Topic #8: Advanced Email Marketing Tactics

We’ll be covering things most people won’t reveal in paid courses —  so make sure you subscribe to The Daily Egg (if you don’t already) at the end of this article.

With that said, let’s get started.

Email marketing is one of the most powerful tools you can put in your marketing arsenal. It has the ability to increase your conversions, automate your marketing so you can spend your time elsewhere, create increased stability in your leads and sales, build rock-solid relationships with your customers, and more.

Email marketing is alive and well

When was the last time you checked your email?  Was it within the last 24 hours?  The last 8 hours?

My guess is that it was within the last hour.  If you’re like a lot of us, you check your email before you get out of bed — on your smartphone.

The rules have changed.

The reason email marketing isn’t as effective for some is that they haven’t adapted. They’re using outdated strategies, ancient tactics and lousy copy. I’ve seen the campaigns these same people run, and they’re pathetic.

So let me give you a quick history on what used to work, and what’s working now.

What Used To Work

When email marketing was first introduced, it was like finding a vein of gold in your backyard. All you had to do was “something” and you would instantly profit. Many businesses quadrupled or more… overnight.

Unfortunately, the strategy that worked back then (i.e. send offers everyday), doesn’t work anymore. The reason people claim that “email is dead” is simply because they aren’t using updated tactics and strategies.

So what does work?

What Works Today

What works today is what we’ll be covering over the next 7 articles in this series. But I don’t want to make you wait, so here are a few pointers.

1. Show Some Personality – People don’t respond to boring emails. If your writing is so boring and dry peoples eyes begin to bleed while reading it, you won’t be able to craft effective email marketing messages. We’ll go into much more detail in article #5.

Here’s a little snippet of an email I wrote to my audience in 2012, the day before Hurricane Sandy was about to hit. We were supposed to get hit pretty hard so I shared that with my list by creating a topical email about the hurricane.

It opened like this…

– – – – – – – – – – – – – –

Last year towards the end of September, Hurricane Irene absolutely
decimated the town I used to live in (which is about 2.5 miles from
where I am now).

The water levels hit record-breaking heights. Our house got flooded
(thankfully our basement only – we were lucky) and my old town is
still recovering.

… and it’s happening again.

Hurricane Sandy is about to PUMMEL us, yet again.

Yikes.

Apparently we’ll be facing a true hurricane. Considering I live in
Pennsylvania, as far as I know that’s never happened before. We
always get the outskirts of hurricanes which send us some pretty
good storms, but this time we’ll be caught right in the eye of the storm.

I’m actually spending today (Sunday) working and preparing to battle
this thing out. I have FOUR major projects with deadlines, and I don’t
miss deadlines. That’s why I’m working all day to get prepared for this
storm and finish those projects, just in case we lose power for a few days.

– – – – – – – – – – – – – –

In this example, I was telling a story of my own personal life. My readers are used to this and have come to enjoy them. I get people asking about my family, house, etc. all the time! This creates a great bond with your audience.

2. Content – We’re in the midst of an information age. People are starving for more information, and its your job to give it to them. In short, you want to mix great, unique content with a soft pitch to your main call to action. Again, this will be covered in-depth in article #5.

Sticking with the previous example, let me show you how I transitioned into a soft pitch in that email.

– – – – – – – – – – – – – –

Which brings me to my point.

Sometimes your business gets caught in the eye of the storm. You’re
scrambling around like a chicken with its head cut off, trying your
hardest to figure out what to do… where to go next.

This shows you how <— Click here

Look, every business has its ups and downs. But your downs should
bring you nowhere close to being “scared”.

This gives you 3 ways to make sure this never happens <— Click here

The fact is this: There are certain business principles and systems
you must have in place in order to avoid down times. Once you get
them in place… down times rarely happen. And when they do it’s just
a minor blip.

This involves taking some action.

So if you’re one of those people who would rather “dream” about a
successful business instead of putting your nose to the grindstone
and actually doing something to reach those dreams…

… don’t even bother clicking on the links in this email.

Speaking of which, here’s one more.

Go here to discover 3 strange ways to increase profits 30% or more in 30 days

I hope you enjoy your Sunday. I’ll be spending my day making
sure I hit those deadlines, and making sure I get enough in place to
be sure my family is safe for this thing.

Apparently we’re going to be getting 30-50mph winds with 75mph+ gusts.

I’ve never been through something like this, so it should be interesting.

Talk soon,

Jeremy Reeves
www.JeremyReeves.com

– – – – – – – – – – – – – –

3. Build  relationship – One of the main reasons to build a massive list of prospects and create an email marketing campaign is to build a relationship – not to make sales. This is why you want to add details of your personal life, interact with your prospects, and build trust.

Go re-read the email we’ve been talking about. Can you see how it’s a great way to build a relationship? I’m showing my audience that I’m a real person. I have my own fears and hardships I go through too.

Audiences respond great to this type of marketing.

Let me show you another one I did which blew me away. This email got a 19.6% total clickthrough rate. That’s not 19% of people who opened it… that means 19% of the people on my list opened AND clicked the email.

(Compare that to the typical 2-4% which is average)

Here’s the email.

– – – – – – – – – – – – – –

Yesterday morning, my mastermind partner and I came up with a new idea.

The idea was so good… so valuable to people… I literally stopped everything
I was doing to get it setup.

Four hours later – it was live.

(The only reason I’m sending it today is b/c my hosting account had a little
hiccup and it wasn’t working properly)

See what I’m talking about here <— Click here

I think it’s one hell of an idea :)

Maybe I’m wrong, I don’t know. You can tell me that.

Check it out and let me know what you think <— Click here

Enjoy your weekend!

Jeremy Reeves

P.S. I’m taking my wife and 11 month old son to an amusement park in
a few hours. Then taking a “no computer weekend”. If you have questions and/or
comments I’ll get back to you on Monday.

– – – – – – – – – – – – – –

4. Time it right – In general, you want to communicate with your audience frequently. In article #3 we’ll discuss this in-depth and I’ll show you a few examples of frequency you can use for your own email campaigns.

Timing is crucial to maximizing your email effectiveness. And I’ve come up with a unique solution I haven’t heard anyone talk about before.

I call it the “Hot Potato” sequence.

5. Make It Short And Sweet – Brevity is key if  you want to increase your clickthrough rate. Many people try to sell their entire product within a single email. The problem with that is, people are used to reading novel-like emails. It simply doesn’t provide a good selling environment.

A better strategy is keeping it short and sweet, then sending them to a page with more information.

Let me repeat that.

The goal of an email is NOT to sell.

The goal of an email is to get a click.

Here’s another example that I wrote for a client of mine.

– – – – – – – – – – – – – –

Subject Line: 7 Fatty Foods That BURN Fat

Everybody says that fatty foods make you fat. Even so-called “experts”.

But is it true?

Find out here! <— Click here

This article reveals why these 7 “fatty foods” actually help you LOSE fat. Plus, a neat little “timing” trick you can use to eat less naturally, without even thinking about it.

Give it a quick read. It’s a great article.

Discover which fatty foods burn fat! <— Click here

**Signature**

P.S. By the way, Chocoholics will especially enjoy this article! Just head on over to this page to read the article.

– – – – – – – – – – – – – –

See how I kept the email short, sweet, and curiosity-driven?

If you want to get more people visiting your pages via email, brevity is important.

Email Marketing Still Works – If You Do It Right!

Yes, open rates have dropped in the past few years. Deliverability has become a slightly bigger challenge. But even with those problems, email is still one of the single most powerful and profitable ways to market your business.

I currently have over 100 emails in my various autoresponders for my business, and I’m hoping by the end of this 8-part series, you’ll be motivated to do the same. It’s easier than you think.

So leave a comment below and let me know your thoughts.

How are YOU using email to grow your business.

Have you found any tricks or strategies that work particularly well?

Is there anything in particular you want me to cover?

Let me know in the comments below :)

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About 

Jeremy Reeves is known as the world's #1 most trusted sales funnel authority. He builds advanced marketing funnels for his own side businesses AND his private clients. He has added over over $10 million in revenue to his clients bottom lines in the past few years alone.

To learn more about Jeremy, visit www.JeremyReeves.com or grab his free special report: How To Build A Million Dollar Sales Funnel.

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21 COMMENTS

Ahmed Safwan

You have really toched great important points Jeremy.
The best way to build relationships is to send emails every 2 days after they signup for 10 days. Then one every 4 days for another 10 days. Like this, you will have great relationship with your subscribers. They will remember your name and this will increase open rates.
Most importatnly, Your lead magnet must be great. 1st imperessions always matter.
Thanks again for this post,
Ahmed Safwan

February 8, 2013 Reply

    Jeremy Reeves

    Thanks Ahmed, I appreciate the comments. Yes you’re right, that’s a similar approach I use for frequency, which I’ll be talking about in article #3.

    February 9, 2013 Reply

Stacy

Looking forward to reading the rest of the series. Will you be covering ecommerce? As an ecommerce site, we struggle with the appropriate amount of emails to send before becoming annoying and turning customers off.

February 8, 2013 Reply

    Jeremy Reeves

    Hey Stacy, I won’t be covering eCommerce specifically, however I will be talking about email frequency in the 3rd article, so you should get some great info from that.

    And if you ever have any specific questions, just comment on any future posts I make and I’m glad to help.

    February 9, 2013 Reply

Neil Krishnan

Changing the goal from open rate to CTR is gold – great post.

February 8, 2013 Reply

    Jeremy Reeves

    Hey Neil,

    Yes that’s one thing very few people think about, yet it’s lightyears more important than open rates. It doesn’t matter if you get a 100% open rate if nobody clicks. Always remember, the #1 goal of emails is to get the click.

    Glad you enjoyed the post. Much, much more to come :)

    February 8, 2013 Reply

Greg

I have hired Jeremy to copywrite for me and he is quite good. I look forward to this email series as I am sure it will provide useful tips. I already like the way you incorporate call to action links. I am going to steel that today :)

February 8, 2013 Reply

Bob Sommers

Great article Jeremy. I do have a question for you please. Do you send text emails or do you use HTML with graphics and why? Thanks a million.

February 8, 2013 Reply

    Jeremy Reeves

    Thanks Bob!

    That’s a great question – I get asked it all the time. The answer is, I don’t like heavy-html emails with a lot of images, etc. They typically get lower open rates, less deliverability, and if people don’t turn images on – it screws up the entire emails.

    What I suggest is either a “plain” email with html links… or I also have no problem with a very minimal html such as a header with a white background in the middle where you type, and grey (or other light color) background on the outsides.

    (Personally, I just use plain emails with html links 95% of the time)

    I hope that helps!

    February 9, 2013 Reply

Claudiu

What works really well for us is to encourage people to reply to our email marketing campaigns. Then we use their replies to adjust the campaigns as we go.
Probably this helped a lot to have a higher engagement and more dialogue on our email lists than on social media channels.

February 8, 2013 Reply

    Jeremy Reeves

    Glad you’re doing that Claudiu! That’s something I’ll be covering in the “advanced” tactics in the 8th article. I’m a very big fan of asking for replies, as it promotes a very high level of engagement and is fantastic for building relationships.

    February 9, 2013 Reply

Milena from Idesignstudio

Hi, Jeremy!
Thanks for the great article! We never had time to run our own Newsletter, even that we are delivering web design and online services, but here it is – the times have changed, so we gonna run our first newsletter very soon. I love the practical letting-us-know “how-it-works-with-a-real-example” style of your column and we will apply all the tips. We are a small family based design agency, so being personal is actually who we are in our clients approach. And it makes more fun that just doing business or trying to sell.

I don’t know if anybody else noticed a similar behaviour, but I subscribe to maling lists next to following on twitter, and so on, because….. NOT TO MISS the important message of this website or service. My personal way of working during the day is with an open email box all the time (I use Gmail ). If I want to get notified about something important for me, it should definately come to my email box, otherwise I am afraid that I will miss it. Anybody else having similar fears :) ?

February 9, 2013 Reply

    Jeremy Reeves

    Thanks for the comments Milena! I’m glad you’re starting a newsletter. You can NEVER be “too busy” to keep in touch with prospects and customers/clients. Never.

    Hope it all goes well!

    February 11, 2013 Reply

Vernon

The are some big impacts on email open rates. One is filters – it’s much more common now for users to have multiple emails – or to auto filter their email into boxes that may get opened rarely. So the emails aren’t bouncing – they might get “read” with the preview functionality of their email reader – but they aren’t “human read”… And that’s the real challenge…

February 11, 2013 Reply

    Jeremy Reeves

    Vernon, yes you’re correct. Essentially, what I think you’re saying is that getting the attention of our customers/prospects is becoming the real challenge.

    (If so, you’re absolutely right)

    The way to overcome that is relationship building. Stories are a fantastic way to do that, along with great value, frequent communication (which we’ll talk about in article #3), and trust.

    February 11, 2013 Reply

Darren

Undoutedbly, you have highlighted the points based on your knowledge and experience. I would also like to ask a question here.. How to avoid spamming? I mean if you are sending lots of emails with your links obviously webmaster may get a problem with that. How to be secure with that kind of points? Is there any solution with our drafting sense?

February 16, 2013 Reply

    Jeremy Reeves

    Darren,

    I typically have a maximum of 4 links in each of my emails (3 in the body of the email, 1 in my signature). It’s not spammy whatsoever and doesn’t hurt any deliverability.

    February 18, 2013 Reply

Patricia Dulaney

Wow! This is interesting. Thanks for sharing this info.

February 20, 2013 Reply

Dan

Very, very, very helpful information. I can look back at some of my email campaigns, the good ones AND the bad ones and now see why they were good or bad. Thanks for the great post! Dan

April 11, 2013 Reply


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