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eCommerce Tips for Email Marketing

Discover budget-friendly email marketing strategies from Andrew Benteau, a skilled Client Manager with valuable experience from his own publishing business.

Andrew shares the email marketing apps he recommends, the power of email sequencing, offers, and storytelling to reach your audience, and more. Listen to this episode now.

Black Panel Press: https://www.blackpanelpress.com/

#googleads #digitalmarketing #googleadsbestpractices #ppc

Transcript

Andrew: 00:00:11

okay.

: 00:00:11

So now let's get into

the email part of things.

: 00:00:14

if you can swing it, I recommend using

Clavio because they're just one of

: 00:00:18

the best platforms out there for email

sequencing, automation, things like this.

: 00:00:23

on a small budget, I

recommend using MailerLite.

: 00:00:25

It's a really great software.

: 00:00:26

It's very clean,

responsive, and easy to use.

: 00:00:30

I'm on the growing business plan

right now, think you can start

: 00:00:33

at about 20 a month, like our

list is about 3, 000 right now.

: 00:00:36

So I think it's around 50 a

month, something like this.

: 00:00:39

we can do a bunch of different

campaigns that I've sent.

: 00:00:42

And so, of course, I try to do this

once weekly, all the great like

: 00:00:45

Gary Vee, for example, will say

that, he says, give, and then ask.

: 00:00:49

And then Alex Hermosi

says, give until they ask.

: 00:00:52

So the idea is to give a lot more

value than you're asking for.

: 00:00:54

I think a good ratio is something

like either, it's probably about

: 00:00:57

four to one, something like this.

: 00:00:59

for messages where you're giving

value, it can be entertainment value.

: 00:01:02

It doesn't necessarily

mean giving away product.

: 00:01:04

it can be a story.

: 00:01:05

And then for every four emails where

you're giving value, you have one email

: 00:01:09

where you're asking for value in return.

: 00:01:11

So you're asking for a sale.

: 00:01:12

It doesn't necessarily have to be

that way either, because you could,

: 00:01:14

Do something where you're asking

might ask for value in every message.

: 00:01:18

It's just a very small

portion of your messaging.

: 00:01:21

let's look at a couple more

things on the website here first,

: 00:01:23

before we get too much into this.

: 00:01:25

another great way.

: 00:01:26

you're not ready for paid advertising, you

can do lead magnet right on your website.

: 00:01:31

So something like this,

users are getting a free.

: 00:01:34

Personalized graphic novel.

: 00:01:35

Here's our trailer so they

can get them excited about it.

: 00:01:37

Same type of text.

: 00:01:38

Let them know besides what you're

getting for free, what are you going to

: 00:01:40

be getting on a regular basis from us?

: 00:01:43

Try to create a bit of a connection

there and then just a bit of instruction.

: 00:01:47

You're going to sign up here.

: 00:01:48

and then another thing is sometimes

we're on our blog section.

: 00:01:51

We're just creating content

that's relevant or just

: 00:01:55

tangentially related to it.

: 00:01:56

The, products.

: 00:01:58

So with Al Capone's historical subjects,

there might be a lot of different pieces

: 00:02:01

of content that could be created for

the blog that people are searching for.

: 00:02:04

For example, with Al Capone, a lot

of people search for whether he had

: 00:02:08

syphilis or not because it was commonly

understood that he had syphilis and

: 00:02:12

that was one of the causes of his death.

: 00:02:13

But then there are some conflicting

evidence which suggests otherwise.

: 00:02:17

We create some blog articles

around those types of subjects.

: 00:02:20

And then if someone is on this page and

they decide not to purchase right now,

: 00:02:25

when they go to exit, that's how it looks.

: 00:02:28

Do you want to read chapter free?

: 00:02:30

funny enough, Give statistics that

suggest that people that answer this

: 00:02:36

simple yes or no question at first,

before they sign up with their email

: 00:02:39

address, they're actually more likely to

complete the opt in and give their email.

: 00:02:44

So that's what OptinMonster claims.

: 00:02:45

We'll see.

: 00:02:46

I'm going to run some tests.

: 00:02:47

So if I notice anything significant,

I'll make a video about that, but.

: 00:02:50

and then the next page is your opting in

to first name, email, and then the next

: 00:02:54

one is your success page on this page.

: 00:02:56

We're going to add a Facebook pixel or

a Google ads conversion tracking code.

: 00:03:00

So that way we'll make sure

that we have captured that when

: 00:03:03

the lead has signed up, right?

: 00:03:04

numerous different ways that people

can sign up and then therefore lots

: 00:03:09

of different ways where you can

organically increase your email list.

: 00:03:13

As quickly as much as possible.

: 00:03:14

And one of the ways is paid ads, but

you don't necessarily have to do that

: 00:03:17

because if you can get a significant

amount of traffic to your website

: 00:03:20

through creating content, that content

can be blog content on the website.

: 00:03:24

It could also be Facebook, Instagram,

YouTube content, anything you'd like.

: 00:03:28

and then just driving people to sign up

in exchange for getting something cool.

: 00:03:32

So technically you don't need to

spend a dollar to do this and grow

: 00:03:35

your email list pretty significantly.

: 00:03:37

you do need to pay for an

email platform like MailerLite

: 00:03:39

or Claviola as I mentioned.

: 00:03:41

let's take a look here at

the Al Capone sequence then.

: 00:03:43

So we have 32 percent open

rate, 5 percent click rate.

: 00:03:46

That's pretty strong so far.

: 00:03:49

here's the sequence.

: 00:03:50

Not too many emails, similar

content from the product page.

: 00:03:54

It will help bring people closer

to a conversion, but just expand

: 00:03:57

it, telling people stories, getting

people engaged, interacting with

: 00:04:00

them, asking them questions as well.

: 00:04:02

One of the things about email I found

really surprising is that people

: 00:04:06

answer you as if you've emailed a

friend asking them a question many

: 00:04:10

times, especially once they've

connected with you and they've gotten

: 00:04:13

used to receiving messages from you.

: 00:04:14

and I love getting emails from

subscribers and potential customers.

: 00:04:17

There's just so much value in their

messages and so many ideas that they

: 00:04:21

give me, just insane amount of value.

: 00:04:24

in total, including what has been run on

Facebook, 41 people entered this sequence.

: 00:04:28

So it's pretty young so far.

: 00:04:30

In this case, what I've done is I've added

a condition, have they clicked on the

: 00:04:33

free chapter one, any link in that email.

: 00:04:35

If they haven't, I'm going to wait,

I'm going to remind them, and then

: 00:04:38

if they still haven't, I'm going to

wait, I'm going to remind them again.

: 00:04:42

So in total, they're getting

two reminders after the email.

: 00:04:44

of the lead magnet.

100

: 00:04:46

So we're looking to see that

most people are clicking on that.

101

: 00:04:48

I just wrote a story because I'm very

interested in this character I also,

102

: 00:04:52

my grandfather was a rum smuggler and

he lived in a part of Canada where Al

103

: 00:04:56

Capone actually frequented and, purchased

alcohol to smuggle into the United States.

104

: 00:05:01

I thought that was just a cool story.

105

: 00:05:02

just, this is a record of when

my grandfather had His boat

106

: 00:05:06

confiscated by the police, so

he was in that same tradition.

107

: 00:05:08

my grandfather simply went to a French

island off the coast of Newfoundland

108

: 00:05:13

in Canada, purchased French alcohol,

brought it back into Canada, did not

109

: 00:05:17

declare it, of course, and then sold it.

110

: 00:05:19

more of a tax fraud type of situation,

but, definitely didn't just shoot anybody

111

: 00:05:23

Or send anyone to sleep with the fishes.

112

: 00:05:25

and then sent an email showing

people some of the different,

113

: 00:05:30

review excerpts and quotes.

114

: 00:05:32

I'm not asking them for purchase yet.

115

: 00:05:33

I'm just sharing some

of the reviews later.

116

: 00:05:36

I'm sharing a little bit more

about the authors, right?

117

: 00:05:38

And some links there so they can

go again, not asking for a sale.

118

: 00:05:42

People are just going to engage

with the authors on their Instagram

119

: 00:05:45

profiles and things like this.

120

: 00:05:46

So they're.

121

: 00:05:47

hopefully connect a

little bit more with them.

122

: 00:05:49

Later, I'm sharing a video

interview between me and the author.

123

: 00:05:53

So something a little bit

better to engage with.

124

: 00:05:55

Later on, here is a

kind of a process video.

125

: 00:05:58

So it's getting people excited about the

process, how did this book come to be.

126

: 00:06:02

So some sketch art.

127

: 00:06:03

I also have some video that's a

time lapse of the artist actually

128

: 00:06:07

drawing some of the panels from

the book, which is really cool.

129

: 00:06:10

Finally, a very special offer.

130

: 00:06:12

if I'm going to offer something very

special, at regular price, then I'm

131

: 00:06:17

going to put a countdown on that.

132

: 00:06:18

So I use a plugin, I think

it's called Hurry Up Timer.

133

: 00:06:21

It's for WordPress.

134

: 00:06:23

I'm sure on Shopify there's

probably something similar.

135

: 00:06:25

a little bit of story about the

character, and then offering the book at

136

: 00:06:30

regular price, plus this brass engraved

bookmark that has Al Capone on it.

137

: 00:06:35

it's basically a sticker that is

actually signed by the author.

138

: 00:06:38

And it's inside on the title page.

139

: 00:06:40

And then that way that makes us a

signed copy with a limited edition.

140

: 00:06:44

And since this is a very important

email, I'm running an AB test

141

: 00:06:46

just with the subject line.

142

: 00:06:47

some of the platforms, Google

ads, we don't really recommend

143

: 00:06:51

doing any, AB testing anymore

because it just doesn't work well.

144

: 00:06:54

We use more of multivariate

testing where you have a bunch of

145

: 00:06:57

different assets in the campaign.

146

: 00:06:59

You like Google rotate and find the

winners, but when it comes to like

147

: 00:07:02

email, when it comes to more basic

ad platforms as well, Amazon ads

148

: 00:07:06

and to some extent, Facebook ads,

then self testing is a great idea.

149

: 00:07:11

even though more people went through this.

150

: 00:07:12

B version.

151

: 00:07:14

It's a 26 percent open

rate, whereas a 33%.

152

: 00:07:17

So it's not really a large enough sample

size to make any conclusions just yet.

153

: 00:07:21

And then we just keep going down and

remind them of the offer until it expires.

154

: 00:07:25

when they click in and load

up this landing page, that's

155

: 00:07:28

when the timer starts.

156

: 00:07:29

unique for every individual.

157

: 00:07:31

you can keep the evergreen campaign going

on where you're constantly gathering

158

: 00:07:35

emails for this product and your

people that are starting their sequence

159

: 00:07:39

and then they're going through the

countdown offer at different times.

160

: 00:07:44

So this is all.

161

: 00:07:45

And then over time, just optimizing,

trying to improve the conversion rate.

162

: 00:07:48

I think this one actually

got one conversion.

163

: 00:07:52

So one person purchased, this offer,

which is not very much, right?

164

: 00:07:56

So for all this effort, we think

only one purchase is If you think

165

: 00:08:00

about it as a system that you're

going to be able to leave running.

166

: 00:08:03

For a very long period of time, if

you think about it, each of these are

167

: 00:08:06

only costing about 50 to 60 cents.

168

: 00:08:09

41 people altogether, and

we'll say about 60 cents.

169

: 00:08:13

Okay.

170

: 00:08:13

So 24, maybe some more, cause

they haven't finished yet.

171

: 00:08:16

So maybe we'll have a couple more

conversions if we're lucky here,

172

: 00:08:20

So only about 28 people

actually finished it.

173

: 00:08:22

So never know, I might get another

one, might be able to improve this.

174

: 00:08:26

but not a bad start because this

is only their first purchase.

175

: 00:08:29

Now we've got them on

an email list as well.

176

: 00:08:31

And we know what they're interested

in is they purchased Al Capone.

177

: 00:08:35

So what are the chances if we

were to offer them another book?

178

: 00:08:39

We have another book right

here about gangsters.

179

: 00:08:41

a lot of kind of similar themes.

180

: 00:08:43

What are the chances that if I

offer 25 percent off Altoc and

181

: 00:08:47

do a good job of explaining this

book that they'll pick it up?

182

: 00:08:50

I think pretty significant.

183

: 00:08:51

So then, we've basically, altogether

spent a few dollars to acquire a customer,

184

: 00:08:56

over time, hopefully be able to optimize

this flow so that we capture more

185

: 00:09:00

customers and, at a lower cost, of course.

186

: 00:09:03

So we're just getting started with this.

187

: 00:09:05

Maybe we can also

optimize our ad creative.

188

: 00:09:08

and be able to reduce this

cost per lead down even further

189

: 00:09:13

and then, sell some other

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eCommerce Tips for Email Marketing

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