Marketing Realities

Email

Marketing

Realities

7 Ways to be a Better

Email Marketer without

Spending a Dime

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The information presented herein represents the view of the author as of the date of publication. Because of the rate of which conditions change, the author reserves the right to alter and update his opinion based on the new

conditions. The report is for information purposes only. While every attempt has been made to verify the information provided in this report, neither the author nor his

affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or

organizations are unintentional. If advice concerning

legal or related matters is needed, the services of a fully qualified professional should be sought. This report is not intended for use as a legal or accounting source. You should be aware of any laws which govern business

transactions or other business practices in your country or state. Any reference to any person or business, whether living or dead is purely coincidental.

Listen…

There’s more than one way to skin a cat, peel a potato or email your list.

This is a collection of the stuff I’ve learned -- trying, failing and trying again – then getting results.

We’re going to start with some solid ground rules so you don’t get stung playing the game.

Time is more valuable than money (you can always get

more money but never more time) let’s get cracking!

Email Marketing Reality #1

The first reality of email marketing is that

there are NO rules.

Listen, this game is about finding out what works for YOU.

My market is different to your market. My niche is different to your niche and my list is different to your list.

More importantly, my plans, motivations, work ethic and goals are very different for yours.

There are no rules and what works for one person

doesn’t necessarily work for another. Be very careful who’s advice you follow. That includes me.

Personally I’m sick of people telling me how often I should email. I hate them telling me how much content I need to email, how often I should sell and the best day to send an email.

I’m sick to death of. Let me explain…

I like to read what others say about email marketing on the forums.

Some dude keeps piping up on anything to do with email. He talks with authority and while I don’t agree with

everything he says, he seems to talk sense.

He tells people how often they should email and why daily (for example) is too frequent. How you’ll burn your list and tire them out.

I go buy his email marketing product.

I’m disappointed. It’s ok, mediocre at best. For 7 bucks I don’t complain and walk away with one tip I can use.

Then this dude don’t email me for over a week. When he

does I’m like “Who the f*@k is this?” I can’t remember who the hell he is… then it dawns on me.

It’s the email marketing expert.

I forgive him for letting me forget who he is and almost deleting his email before it was even read. Maybe he’s busy. Maybe he has a lot on his plate. Nope. The next time he emails me it’s two or three weeks later and I’m like “Who the f*@k is this?” Deja-vu and then I remember.

It’s the email marketing expert.

Email Marketing Reality #2

Be remembered or your email ends up

in the trash can!

What’s the point of busting your crown jewels and throwing a ton of time and money into building your list if, by the time your subscribers get an email they’re like… “Who are you?!”

Here’s the deal, here’s the truth and the reality of your life in the inbox (as a sender of emails).

How do you get remembered?

Simple, you email regularly. That’s the single most important thing.

Then you have little things that help. Using photos or videos on your squeeze page or download page to get you noticed.

But the biggest thing is emailing regularly. Here’s the sad bit.

For the most part, as a sender of emails, you’re like a child’s favourite toy…

Email Marketing Reality #3

You won’t be liked, loved or noticed forever…

And I don’t care what kinda guru or expert you are. Remember your school teacher? The nice lady that

taught you to read, write and that putting your hand up and asking to go to the toilet is better than wetting your pants?

Well guess what?

You don’t need her anymore. She played her part, fulfilled her dharma in your life and you moved on. Remember your college professor who taught you quantum physics? Well you don’t need him anymore!

It’s sad but true.

Eventually, the people in your inbox will no longer need you or no longer be interested in you. Or worse case scenario they leave this planet for a better place and leave you one subscriber down.

Everyone on your list has a lifetime.

Of course there are exceptions (Paul Myers who has a

crazy loyal readership spanning years and Dr. Mani spring to mind) you might want to study but for the most part, you won’t be loved forever.

And your new subscribers are at their hottest

immediately after they sign up for your information or after buying your product.

They are RED HOT and now is the time to leverage their attention and put it to good use.

You don’t wait a week, a month or until you got

something interesting to say to email if you want to make money from your list.

You email regularly.

Ok so we’ve thrown the rule book out the window, we know you need to be remembered and established that your subscribers are hottest when they’ve signed up for your list…

Email Marketing Reality #4

Who gives a monkeys butt about open rates and

click-thrus?!

Listen what really matters is what copywriter Ray Edwards calls your Most Wanted Response (MWR). This is important.

When you sit down to write an email you have ask yourself what you want your subscribers to do?

It might be to read the email, build anticipation and open your next email.

Maybe you’re planting a seed, creating a need or

demonstrating value so that they are more likely to buy your products.

Perhaps you want to segment your list and drive a group of your subscribers to another, more specific list so you can sell to them more efficiently.

You might want to be remembered, build your brand or add value to a product by emailing your buyers list more information.

BUT USUALLY,

You want to make money. Because that’s what pays the bills, keeps the roof over your head and puts food on the table.

So forget open-rates, a useless metric when you’re arguing with the bank over your foreclosure.

And unless you sell solo ads, what do “clicks” really mean?

Lots and lots of sales.

Your friend can congratulate you and do all the back-slapping you want for getting 80% of your emails opened.

You can wear a party hat for getting a 40% click-thru rate but unless your subscribers bought the stuff you were selling…

…you my friend are going hungry.

This is where you remember “Man can’t live on air

alone!”

“How do I find out the best way to get more sales and make more money?” I hear you ask…

Email Marketing Reality #5

Test, that didn’t work, Test, that didn’t work,

Test, that DID work, now make it better!

The secret to discovering the ABSOLUTE BEST EMAIL MARKETNG method for you is to know what your

subscribers want and then test, track, tweak and improve.

Then you go do it all over again, and again and again. And you measure it in terms of whatever your Most

Wanted Response is. Be it sales, views to your blog

post or whatever.

Fortunately you don’t need a fetish for numbers to test, track, tweak and improve your marketing methods. Although it definitely helps!

The reality of testing is that most folk don’t do nearly the amount they claim or should do.

And that includes me.

But the other reality is that there’s no 100% sure-fire way to track everything anyway.

Open rates are never accurate.

People read their emails in different ways. Some read .txt emails, some on their phone, some through a

viewing pane in Microsoft Outlook and some don’t read them.

They just open the email, click on the link and buy without reading a word you’ve said (other than the subject line).

It’s hard to accurately track stuff.

If you don’t believe me then think about this…

You’re in the martial arts niche and selling a self-defence product. You write two emails and send one to half your list, the other to the other half.

One email talks about how to hit harder and the other emails about non-lethal weapons. Both sell the same self-defence information product.

Email A gets 100 sales and Email B gets 120 sales. Email B wins right?

Wrong!

Maybe they hit different hot buttons and appealed to different people on the same list. The folk who bought after reading email A might not have bought if they read email B and vice versa.

Different strokes for different folks.

The best solution is to send both emails to the same list.

Now I’m not saying tracking sucks. I’m just saying there’s a lot more going on than people realize and appreciate. Don’t let it daunt you.

Testing is the difference between making money and losing money but if you’re new it can be this easy…

Go caveman on your tracking!

If my Most Wanted Response it to make more money from my list in the shortest possible time I might try this:

1. I email once a week and make some money. 2. I email twice a week and make more money.

3. I email everyday and make a whole lot more money. Job done, test over. I emailed more and made more.

Of course there are other factors you’re going to want to consider. For example you could email daily, twice or three times daily even and burn through your list fast.

Your un-subscribes could go through the roof and your list starts shrinking. Now adding new leads to your list has become your primary concern.

Compared with not having the money to pay for food, burning through my list is a good problem because now you only have to worry about adding new subscribers. If you’re making $1 per subscriber your next task is finding a way to add new subscribers to your list for less than $1.

Listen I know I’ve grossly over-simplified this and there is a value to more sophisticated tracking BUT when your starting out, simple and low cost is where it’s at!

Email Marketing Reality #6

You need fresh meat…

This’ll be short, we’ve touched on it already. 95% of the time your list is hottest and most

responsive when they’ve just signed up and subscribed. Most will lose interest and many will unsubscribe. The older your list the colder and smaller it gets. It’s imperative and an absolute MUST that you are actively building your list.

If you were sticking to the 80:20 rule you should spend 20% of your time working on your emails and 80% of your time working out new ways to add subscribers to your list.

It’s outside the scope of this report to tell you how to build your list but remember this.

List building tactics change like the wind. What

worked yesterday may not work today and you got to make hay while the sun shines.

I remember Cameron Diaz talking about her diet. Now she’s in her late 30’s she has to be careful what she eats but as a young star she said she was lucky enough to get away eating what she wanted.

Instead of complaining about changes in her metabolism as she got older she said “I had a good run!”.

She considered herself lucky to have gotten away with eating junk for so long and it showed in her cheery, happy-go-lucky attitude.

The internet chops and changes fast. What works today may not work tomorrow. Methods get saturated, overused and grow tired. You have to ride the tide of change and just be grateful for having a “good run!”

Death, taxes and CHANGE are the only certainties in life. That and the importance of adding new leads to your list!

Email Marketing Reality #7

The single skill that will add the most value

(and zeros) to your online business

You gather together your product creation, web

designer, copywriter, SEO and PPC experts together and build your money making machine.

I can’t argue with that but you got to have a big-assed budget and want to work and organize the people to make it work.

A lot of stress!

If on the other hand you’re a one man band, a kitchen table entrepreneur and you’d rather keep it simple then you’ll do your business a huge favour if you learn

about copywriting.

You see copywriting is the art of multiplying sales. You can send an email with nothing more than a link and you’ll probably make money. Spammers do it all day long.

But if you can write for your audience and appeal to their deepest desires and WANTS then you can make a whole lot more sales.

Remember copywriting doesn’t make sales, it multiplies them.

BUT the real magic behind copywriting is the one thing virtually no money-making product I’ve ever bought really teaches and that is…

…your market inside out.

Did you know that copywriters are less about writing and more about researching? Eugene Schwartz said that copy isn’t written, it’s assembled.

You study your market, you know if they’re male,

female, their level of education, their income and how many children they have.

You find out what they’re saying, hearing, what they’re thinking and what they’re feeling.

Then you tap into the conversation that’s already

happening in their head. By understanding your market (your subscribers) you’ll connect better, know what they want and sell a whole lot more.

Forget about buying courses on KILLER subject lines. Learn to study your market and how to write good copy. You’ll have hooks, angles and closes coming out of your ears but what’ll really make a difference is seeing the world from your markets perspective.

In my opinion this is a key area most internet

marketers overlook and can benefit tremendously from.

In Summary

I choose not to make this a report on headlines,

subject lines and how to write the best P.S. for your email.

Not because it’s not important (it is) but because it’s more important you learn that understanding your market is much more important.

If you wanted to email my 50 year old dad it doesn’t matter what cRaZy subject lines you come up with. What matters is that you email something that concerns him. Email is very much a part of my internet business. It’s super simple, arguable the cheapest way to make a lot of money and an easy way to become a valued friend to your subscribers and beat the sales men hands down. One thing I neglected to say was to be yourself. Which comes from finding out what works for you.

No one can emulate what works for Frank Kern because what works for him is based on his personality, his reputation and his relationship with his list.

Better you become your own person and find out what works for you.

Final thoughts.

Remember your list is a living breathing entity. It’s populated by real people and is a whole lot more than just numbers you can crunch and predict.

Those people are constantly moving and changing.

They’ll come and go from your list so don’t be offended when they unsubscribe.

Remember to keep your list fresh and alive by adding new leads, emailing regularly and learning MORE about what they truly want.

Don’t put off building your list until you “know it

all” start doing it today and get ready to learn as you

go! Best,

Alan’s Internet Marketing