Your Email List - The most important weapon in your marketing arsenal

What’s the most important weapon in your marketing arsenal? Your Email List.

Let me break down why email is so important, why emails don’t work for many and how to craft good emails.

The first thing is, the money is in the follow-up. Many are leaving money on the table.

What used to work on Ad platforms years ago, no longer works today. The money is in the follow-up.

The #1 channel for acquiring new customers is Email. Thats right. They also can make your Ads 2x-3x MORE profitable because...

Looking into the future, one thing is certain…

There is going to be a never-ending stream of change with Ad platforms. Change is always the constant variable. These Ad platforms have a small half-life.

Instead of spending all your time and energy on understanding the mechanics of these Ad platforms. Focus your attention on the areas that are not going to change. Which is...

✅ Human phycology
✅ Understanding how people act online

These are the areas where you’re going to get the most returns. Your Email List + the channel of Email Marketing is your most valuable asset.

It isn't the most glamorous but realistically the other channels are just noise when it comes to ROI.

It’s incredibly efficient and simple. Unlike Ad platforms. When you increase your Ad spend the Cost Per Click, Cost Per Lead and Cost Per Acquisition go up.

Everyone is fighting for attention online. Compared to further down the funnel, with the prospect on your email list.

→ ‘Attention In Isolation’ ←

The inbox is very isolated. No Ads are taking their attention away. People use it to work. If you’ve got something of value, that is entertaining straight away you'll be more enticing than the work, they are putting off in their inbox!

You got their attention if you know how to do it right. That value of that attention shows up in terms of ROI and Return in Ad spend

It's the value of that attention that matters!

How to make good emails?

Most B2B emails are vanilla - they end up dead on arrival. People automatically archive or delete the majority of emails they open in their inboxes. Here's how to get your emails read…

Most emails keep things so plain that no one would ever want to read them. Most of the time, it's promotional jargon. The whole thing is trying to... Make the sale, be safe, and make no one unsubscribe.

The Fix:

Your emails need to:

1. Entertain

2. Provide your audience with value

Think about the tone. Steer clear of writing emails that are unclear and too professional.

Write like you talk: You need to appeal and make them feel like you’re talking directly to them. Make it interesting, useful and relevant to them.

Make it personal with stories, and inject some personality into your copy. Study what your market is doing and do the opposite of the herd.

Prospects are likely on your competitors' list. Where they all say the same things in different ways. Be different and original. This will likely increase the chances of getting your CTA clicked.

✅80% value ✅ 20% ask

Bonus** → Get the formatting right. Make it look like a real email. No design or templates.

The outcome will be more sales and conversions. With email marketing, there is always a decay of open rates when it reaches the 5th, 6th, and 7th email.

If you bombard your prospects with value you notice that the open rates go up over time as you've built a relationship and rapport!

A simple 7-step checklist:

1. Segment your list: Not all email subscribers are created equal. Tailor your content to specific groups of subscribers to increase the chances of them taking action.

2. Hook subject line: Grab the attention of the reader with a creative and engaging subject line to get them to open the email to see what it is about. Don’t be boring or mundane, chances are that your email will be ignored / deleted.

3. Relevance: Subscribers want email content that is interesting and useful to them. Relevant email content will keep them engaged that appeal to their interests and needs.

4. Personalise: Connect with your subscribers by addressing them by name, using language that is relatable, and talking about topics that are relevant to their interests. Make the feel like you are talking directly to them. This will increase their engagement and lead to better conversions.

5. A compelling call to action: Make sure the CTA is clear, easy to understand and not overcomplicated. Make it intriguing and provide a "what's in it for me" element. The CTA is about adding value, insight and information to prospects free of charge, with no pressure or risk.

6. Test different methods: Mix things up and not just stick with the same approach. What works for one audience may not work for another. Experiment and find what resonates best with the headline, content, format etc.

7. Test/measure results: Always test different versions of your email campaigns to see what works best. You can use analytics tools to track how well your emails are performing and make necessary adjustments to ensure that they are effective as possible.

There you have it, a quick one into the world of email marketing. Doesn’t cover everything but it covers the fundamentals.

If you’ve made it this far, thank you.

Speak to you next week,
Rachid