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E-mail Marketing

Lesson 12 from: Building Your Online Marketing Machine for Photographers

Lindsay Adler, Robert Gordon

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Lesson Info

12. E-mail Marketing

Lesson Info

E-mail Marketing

So Robert is going to talk about email marketing, and before I worked with Robert, I never collected an email for any reason, ever, and as I went through, we asked for people, for photographers to submit their websites to us, and we went through and hardly any, I mean, almost no photographers were collecting emails beyond give me your email for a newsletter. But I didn't know quite how powerful it was, so Robert is going to talk about the power of emailing marketing, but also all those questions, like how do I set it up, and the different companies I can work with. So take it away. Yeah, so just a show of hands, in terms of email marketing, and we're not talking about just newsletters, but how many people are actually utilizing email marketing to alert their visitors of workshops or something that they're shooting, or something like that? Anybody? Okay, so -- There's two. So no one else is collecting emails, really. So email marketing isn't just about newsletters. In fact, we don...

't even watch you to send out a newsletter. This is more or less about having a conversation, in a way, with your prospective leads and your prospective audience, but in a way that's easier to do than just sending an email out individually to everybody. So it's a way that you can connect with your audience, especially when organic reach for certain things. Like a Facebook page is between two and five percent. You have to kind of do it as we've discussed, and have multiple touchpoints for people to be able to reach you, but it becomes difficult when these social networks are controlling your fate, so to speak. And by the way, touchpoints is just having people interact with your brand multiple ways, and I remember reading early on with advertising, if you see a brand once, you're not gonna remember. You have to see it many times, so that's why you still need a lot of these other tools. But email is that good conversion. Yeah. So when we talk about email marketing, we're not talking about emailing from your personal Outlook or your Gmail. We're talking about doing it in an automated way, and it's a direct line of communication with your customers. So you can continue that conversation, and we'll get into a few more of these. So you can trigger emails based on their activity. There's some really cool stuff you can do with certain email service providers. They visit your pricing page more than once, hey, they look like they might be a warm lead. They're interested. I'm gonna send them an email on a special that I'm running. At least you already know that they're interested, versus somebody who's just, you're sending that same information out to, I wasn't even really interested in you yet. I know nothing about you. You can send announcements to people, and hopefully, you can see whether it's a sale, or a recent shoot, or tips from formative articles. It's not always just about your newsletter, which is like, ah, I gotta make one of these all the time? So we kinda show you a few ways you can kind of set it and forget it. Yeah, so just so you know, I don't particularly do a newsletter, and I remember originally, when he told me to collect emails, I'm like, I don't wanna do a newsletter, I don't wanna do another thing. And so I don't. So don't feel like this is like, okay, blogging and then newsletter. It's not. So I started working with Lindsay in 2010, and then I was looking, we didn't start collecting emails for about three years, but within the first week of us doing it, we ran a contest, got about 500 emails, which was really great, and then, to date, we have over 50,000. So it does take time, but it's something that is probably our strongest driver of actual sales. So you're six times more likely to get a click from an email than a tweet, and 40 times more effective than Facebook or Twitter, in acquiring customers, and it's a 66% higher conversion rate than social or direct mail. Now, you can't beat those numbers. That's really, you're directly connecting with people. You know, and it's really simple to get started with email marketing. And you just pick an email service provider, and I'll kind of explain what that is, you start collecting the emails. We say ethically, because we go over a few best practices here, and ethically means just I don't take your business card, write down your email, and start emailing you. It's gotta be done where it's permission based. People are giving you permission to give you their emails. So you create marketing automation sequences. So this might be a confusing term, but it more or less means that you are creating things in an automated sequence, so you don't have to be constantly babysitting it, and it does work for you, which is all part of the machine. So the benefits of an email service provider, we'll go through these quickly. Statistics. You won't be able to see -- What is an email service provider? Email service provider is something that you can use to send out emails, like MailChimp for example, and we'll show a couple of these that you can use, instead of using your Gmail or your Outlook or your personal account. So the benefits, statistics, this is a big one. You can see who opened it, who clicked it, who went to your website. You can't see any of that without something like an email service provider. So you can create professional looking emails that match your brand. They don't have to be completely done. You can just do up your logo, and a plain text email. Keep track of your contacts, which is good. A lot of these have kind of content management, like CRMs, like content relationship management systems, so you can see who's a customer, who's a prospective customer, who might be interested in me, this person downloaded something. So it helps with keeping track of things. Marketing, automation and segmentation. So segmentation basically just means you have this whole list of people, but you don't know on it, who is necessarily interested unless you segment them out. You can segment into your customers, into people who have downloaded one of your lead magnets, people who are brand new to you. So being able to tailor those emails to a segmented list is much more powerful, because you're not praying it's spraying. You're not sending one message that doesn't matter to somebody, versus something that somebody's ready to buy again. And so I just wanna make a couple points about that last slide, this slide that appreciate. One of the things that I liked is statistics. So let's say that it's Christmas time, and you're getting ready to do holiday cards, and you send out an email to the people that have opted in, they've showed that they have interest for family portraits, and you send out a notification, and send out your email, and you can see how many people opened it. And there's a lot that didn't. Depending on the email service provider you had, you can change the subject line, change what it looked like, and maybe a couple days later, have it just re-send to those people who didn't open it. So you're trying to get more people to look at it. It knows that type of information, so it's got those capabilities built in, which I think, well, I've used that for my business a lot. So if you've never done anything with emails, email marketing or collecting, we recommend MailChimp to start. It's got a free forever plan for up to 2000 subscribers. If you wanna do the automation stuff with MailChimp specifically, it's like 10 bucks a month. But you don't need to think about automation, really. Just start collecting emails immediately, and they have free tools that you can put a form on your site or a pop up, or a couple other things, where you don't have to do the lead magnet stuff right away. A lot of people say, well, again, I don't have time to be writing content, or I don't wanna write a newsletter. So that's where marketing automation comes in, and we'll explain in more detail some useful explanations and scenarios in which that would be applicable. So email marketing can ease the burden of communication through automation. Some of the uses are a welcome email. For example, somebody signs up for your newsletter. Even if you just have a generic, hey, sign up for more information, you send an automated email that says, hey, thank you so much for signing up. I really look forward to talking to you a little more. You don't wanna send a sales email directly to them. You wanna warm them up as a lead. And in order to do that, you might wanna talk to, depending on your niche, say, if it's a bride, hey, I'm really curious about, have you picked out a wedding venue yet? Where are you in the buying cycle? Or, not the buying cycle, you wouldn't want to say that. Where are you in this stage of your wedding? Have you done any planning, and you'll get replies to those emails. Are there any questions you have that I can answer for you about wedding photography in general? Be a resource and be open, because it's when you start that conversation, that's how you eventually close on the deal. And I know it might seem a little annoying. It's like, now I have to go through, kind of warm it up, but this is general marketing. You think about it, how many touchpoints, how many times it takes you before you buy something. You go on Amazon, you read the reviews, you talk to your friends, you go on Facebook, you do all these things. It's the same concept. You're warming people up before they buy from you. So you have to give them a reason, and we touched on the content and everything, so follow up sequences. So, let's say, for example, you've already made a purchase,, and you put those people into a list, past customers, maybe you wanna follow up with them three months down the line, say, you know, hey, I'm running a special on such and such. I mean, you can send those types of emails to your previous customers, because you've already had them purchase, so it's not that intrusive. It's not sending it to an audience who's like, not ready to purchase at all, and you're already sending me a sales email. For example, a year after a bride and groom's wedding date, offering them a special, because it's celebrating for their anniversary, or saying, hey, you know, at this point, is there anything you're wishing you had? Like you can follow it up, so a year later, it's automated. You don't have to think about it. It's done. So lead nurturing, retention emails, triggering an automatic emails and upsell. So a lot of these may seem like foreign terms, but lead nurturing is basically what we're talking about. We're giving them information, we're warming up, we're talking about what else we can do to become useful for them, especially answering any questions they may have. Have you ever worked with a professional photographer? Do you know what to expect on your wedding day? I'm happy to talk to you about it. So that's lead nurturing. Retention emails is you know, keeping a customer, maybe offering them something additional, like, hey, you just a wedding, you offer them an album, maybe an upsells also. I do canvas prints, also. You might be interested in something like that, or just so you know, or I offer acrylics now, something that my studio's now offering. You might be interested in acrylic. And one of the other things you learn in sales is that the hardest part is getting a new customer. Once you've got them, just hold onto them, and make them a repeat customer. That's so much easier, and much less expensive than acquiring a new one. And you can automate all this. This isn't something that's like, oh, I've gotta remember I have to email Bill now, and actually do this. So you can set this up, and you can set it and forget it, and trigger automatic emails based on website activity. That's a little more advanced, but there's some cool things you can do, like if somebody visited one of your, let's say the engagement page three times, and you already have their email, you can send them, hey, can I help you with something? You look like you're interested in engagement photos. Have you guys ever had that? Where you're like, wait, how did they know this? Yeah, we can stalk everything. (audience laughing) So, yeah. So as Lindsay said, a welcome email could be for newborn photographers, you can send certain emails zero, six, 12 months, when they're born. My brother just had a baby. He's about a year and a half, and I know he had at least two shoots when the baby was just born, and then about six months later, so went with the same photographer, I didn't really kind of talk about what they did in terms of if their photographer was kind of marketed to them. I think they kinda went on their own, but it's a good reminder that you can send an email after that automatically. You don't have to worry about it. You just send it out, and say, hey, how's so and so doing? How can we help you with another shoot? Are you interested in doing another shoot with us? And if you know they have kids, then around the holiday times, it might be appropriate to suggest, have you thought about your holiday cards yet? I've got a few great ideas. Check out this blog post. Don't forget, you should probably get it done soon. The holidays are fast approaching. Like you're being helpful, because they're like, oh, crap, I totally forgot. So it's just not just spam, buy this, buy this. It's like, here's some useful ideas, and don't forget, it's getting close. Yeah, so some more examples of like a welcome email could be, in case you wanna follow me on Instagram or Facebook, that's a good place to put that information, because you don't know where they reached you from. They could've came into your website through SEO, they couldn't visited you from somewhere else, and you could say, thank you for downloading my such and such checklist. If you have an opportunity, please like me on Facebook, or please follow me, and I can answer any questions, and one of the things we're talking about is ways that you could keep their interest by not directly selling. So you, Linds, you went over all the different content ideas, so maybe you say, here's a recent blog post that I wrote on the top 10 wedding venues in your area. It's keeping you on the top of their mind. Yeah, and why would they not click on that? Think about it. If you're sending them an email, they're like, okay, I'm gonna check that out. So eventually, you start to become more of a resource, just becomes a little easier to do than kind of shot gunning it out to an audience you don't know is that interested. You already know they're interested. And as he said, you segment your audience, so if you're one of those people who does boudoir photography and family photography, depending on how you got their email, you can tag it so the family people are just getting the family stuff, and the boudoir people are just getting the boudoir stuff. So this is what an email service provider helps you with. Otherwise, it makes it much more difficult to kind of mass email that stuff. So we talked about possible ways, through content and lead magnet, of building your email list. That's really one of the most powerful ways to do it. There's some other ways to do. Your previous customers, you can just talk to them, and ask them, add them to your email service provider, and that slowly starts to grow your list. You can add opt-in forms to your website, and we'll talk a little bit more about what that is. You can add events, or offline in a store. If you have a brick and mortar store, and you're not collecting emails, you can have a sign up. Or if you're at a wedding, Bridal show. A bridal show or something like that, and you're a vendor. We know a lot of photographers, that they'll go to bridal shows, because they wanna capture that audience, and they'll have a raffle or something like that. Or do a photo booth at some kind of high school event, and you get their email in exchange for that, and you can build it that way, as well. Just gotta think outside the box. Social media, paid advertising, hosting a contest. Contest's really powerful. I mean, you don't wanna give away an iPad, because then it's something that people are not really interested in relating to you. In what you do. You maybe wanna give away something like a glam style shoot, or an extra print or something like that. Contests really do work, and it gets people interested in it a little more. So when you say social media and paid advertising, we're talking more or less about utilizing the content, and the content upgrades, and putting it on social media, and saying hey, if you're a bride, I have a top 10 checklist of what you do for picking out a bridal photographer. So an opt-in form, what is that exactly? So an opt-in form, it can be that lead, it can be your contact form on your About page. If you put a little check box that says hey, I'd like to receive some more information on talking to you. Best practices with this is they have to give you permission. You know? Just because they send you a contact request doesn't then mean you add them to your newsletter list, and then a week later, when you send your email newsletter, they're like, why did I get this? And they mark it as spam, and then you lose a customer. Then you lose forever. Yeah, you really need to do it in a permission based way, so these are a couple of examples. Contact form, where they say yes, please sign me up for your newsletter, a contest, submit your email to enter, the lead magnet, and the content upgrade, giving a freebie, typically a download, in exchange for an email. And yeah, you can do a generic newsletter sign up, if that's, to start. If you don't have all of this stuff going on, and you wanna just start collecting emails, say, it doesn't need to say, sign up for my newsletter, like eh, who's reading my newsletter. Sign up for more information. Yeah, you know. And that'll get at least you in the process of starting to collect one. So I'm sure you've all seen something like this. This is an opt-in form example, in a pop up. We, we'll show an example of one we've done, but this is, it's basically giving something to somebody, and they have their, you ask for their email, and to download something. And so you can actually install these on many of your blogs and websites, the templated ones already, so he's gonna talk about that. So best place to put an opt-in form on your site, in a pop up. pop ups are annoying, but they're literally the most effective way on your website. They are. And we're not talking about the old style pop up, that's like open up in another window. Now they have that slick little thing that comes up, and it's important that it's targeted and relevant. If it happens in the first 10 seconds of you going to your page, you're gonna piss people off, so you don't wanna do that. You want it to be, typically, on a maybe a blog post that they're reading. There's really powerful tools that can determine if you've read more than one post, then do it, because you must be a little more interested than the guy who just came on my site. There's no better way to alienate people than to put a pop up immediately. So you do a slide in, and we'll show some examples, below your blog post. After someone just read your blog post, they're probably interested in your services. So that's a good place to put it, a little opt-in box there. on your side bar, on your About Me page is a really great place, because you're assuming people are ready to contact you, but you could also put it on your About Me page, where you talk a little bit about yourself. Hey, for a little more information, you know, join my newsletter, you know? I'll send you some periodic updates of shoots and things like that. At the bottom of your entire site is a great place for it, and a bar across the top of your site, and we'll kind of show a couple examples of that. So he's gonna show a couple of examples of how to do these opt-in things. When you install them, you can choose how these pop ups or opt-ins appear, so it's not that, oh, hey, sign up right now. Like I was amazed how many different things. This one was my favorite, is if you've been on the site, someone's site long enough, and I go and I mouse to X out, it's called an exit intent, and it says hey, wait, don't leave yet. You might find this useful to download. That one I love, and they're about to leave, and they have looked. Those convert really well. Yeah. And you know, when we say install, this isn't super complicated. MailChimp, there's literally a thing that says like, ways to sign people up, and you can embed your form, and it's really not super complex to do. One of the services we're gonna recommend is called OptinMonster, and they have some cool little things. You can do a little slide in on the right. As you're scrolling down. It's not super obtrusive. It comes up as you're going along, and it's just like, hey, what is that? Okay, they're reading a blog post, and it comes up. And you can make it relevant to the page that it's on. So you could actually change what people can opt-in for, depending on what page they're on. So the family versus the boudoir, right? You know, this is an example of it just being on your sidebar. You don't know how many are on a blog, you have your content usually on the left, your sidebar on the right, you can add it on your sidebar. Again, this is an example of the pop up, and the best practice for the pop up, avoid having it show instantly, don't use more than one at the same time. So it's like one comes up, then another comes up, and then another comes up. Yeah. You know, if you're gonna do that, make sure it's on different pages, and even then, you use discretion. So try to target your pop up to relevant at what the visitor is reading. If they're reading a blog post on the best time of day to shoot, or something like that, and then it's something completely irrelevant? They're like what is this? It has nothing to do with it. This is what Lindsay was talking about. I love this. this is called exit intent. this is really cool, because you go to mouse out, and then -- Wait! Oh hey, where are you going? And that's a super powerful way. It's right before you're gonna lose them forever. Yeah. And then you have a chance to capture them forever, so it works great. So pop up services. You know, how do you do this? What do you with these things? So MailChimp, they do have a pop up version. It's a little limited, not so finite in the details, but if you wanna start collecting emails immediately, But free! Yeah, free, with their service, yeah. So OptinMonster's the one we recommend. That one is really really cool, because you can target the heck out of anything. If they came from Facebook, you can do a different message. If they came from Google, you can a different message. If they visited 10 pages on your site, or one page, or you can alter the time it takes for when it pops up, so OptinMonster's really cool. They gave us a discount code on the next slide, so if you're interested and you can use that, it's good until the 12th. There's a few others here, SumoMe and Thriveleads. The top three, you know, you can use in general on your site. Thriveleads is for WordPress, but I urge you to look at them. They're very cool and they work very, very well. We talked about the content upgrade, how it's a great way, it's a bonus piece of information that elaborates on or complements a piece of content. So here's an example. This is what I've done. I've got a whole blog post about boudoir posing, but again, geared towards my audience, you guys. At the bottom, it says, oh, if you wanna download a sample of a free guide on boudoir posing, I'll email it to you. And so then when you click on that, click here to download, next slide. So what's the difference between a lead magnet and a content upgrade? They're essentially the exact same thing, but one you can run throughout your whole site, if it's generic, and a content upgrade is directly related to what they're reading. So if they're reading on boudoir, click here to download our checklist. In our case, it's download a free sample of our boudoir posing guide. It's like, okay, I just read about posing, now you have a guide? All right, I'm sold. And it's free. But then, just so you know how it works, I've got you tagged, because it's boudoir, and then later on, you're like, if you want this other thing, I can point you in that direction related to boudoir, instead of something I might have on family photography. So how do you deliver these things? How does this work? We talked about how to create it. You can go hire someone on Fiverr, you can design something real nice, you can create a real low tech checklist in Microsoft Word, or if you're versed in Photoshop, or in design or anything like that, you can create one that's nice, and just put it together. How do you deliver it? An email service provider like MailChimp, it does an autoresponder. It'll send an email out, thanks for downloading my such and such guide. Here's a link to it. Put the link on Dropbox, or put the link on Google Drive or something like that, and you don't attach it in the email, you just put a link to it. And what's really great is it'll tell you how many people are clicking through to view it, how many people are opening it, and things like that. So bonus, we talk about content upgrade ideas. We've kind of already been through a few of those. And this is an example of, you can't really tell in the background, but it's a video on a posing site. On a posing, yeah. On posing, yep. It's a video on posing couples, and so I have a free guide on common posing mistakes that you can download. I put this up, I put this up, what, November? Yeah. And this has over 10,000 downloads. So I have 10,000 leads from that. Yeah, and what's really cool about using OptinMonster for this is you can use something called A/B testing, or split testing, which means you can test the different messages, they'll send it to like 50% of your audience, and whichever one does better, so maybe somebody doesn't like the color, maybe somebody doesn't like red, maybe somebody doesn't like, wait, you know, you can change the image, the offer, the whole thing, and you can test which ones does better. So don't ever be grumpy and be like, ugh, my content upgrade sucked, and I wasted all that time. No, it might just be how you were delivering it, and showing to people, so you test it, and you see how it performs. You test when it shows, if it shows immediately, after 30 seconds, after 20 seconds. Yes? Robert, just a very quick question. Sure. From Delight Photo Studios, who says "I read that Google will punish sites "that use the pop up ads. "Do you think so, or what do you know about that?" Okay, so how that works is they're punishing sites or penalizing sites, if you do the pop up on mobile, and if it only comes from Google. So the reason they do this is Google's trying to go through this whole initiative of not interrupting the user experience. They want people to go to your website, and on mobile, specifically, because the screen and the real estate is so small, I don't wanna see a pop up the first second I get to your site, takes the entire screen up, so let's say you search for Seattle Wedding Photography, you go to the site, and the first thing you see is a pop up, you're getting dinged for a penalty. Now you can get around that by having it show on the second page view, and you can get around that by not having it take up the entire screen. So it doesn't apply to desktop at all. It's 100% mobile only, and like I said, the best way around that is OptinMonster allows you to check the referral. So it's like, if they came from Google, don't show this to them on their first visit on mobile. But if they came from anywhere else, go ahead and do it. But again, keep the user experience in mind, because you're gonna alienate people if their first experience on your website is like, here's something, give me your email. You know, you even have to kind of warm them up before you do that even more. Right. So, sure. So email best practices. Segment your list. We talked about that. Okay, with MailChimp, you can create multiple lists. You can create a customer list, you can create a lead magnet list, people who downloaded your leads. You can create prospective customers. So the message is targeted based on who you send it to. Don't just send out one generic email, hey, I have a sale going on. Well, I don't even know who you are. But send that out to your past customers. So it's good to have multiple lists. There are definitely more email service providers that can do this a little better. There's things like ConvertKit, and ActiveCampaign. I'm sure you've heard a million of these things, AWeber. I recommend MailChimp if you have no experience with email marketing to start with. It's great, and you can at least start building your email list immediately. You know? And it does have good features. So you wanna create engaging emails, too. Like fear of missing out is a very, very powerful motivator. You know, where I'm running a sale, or I'm only gonna be in this area shooting for a certain amount of time. You wanna make sure that that's something that you incorporate in your emails. One email, one goal. Don't give people 50 different things to do in your email. Click here, view this, do that, do that. You know, give them one email, one goal. 33% of people decide to open an email based on the subject line alone. So you wanna make sure your emails get to the inbox, and out of the spam box, and we talk a little bit about subject line don'ts. Don't use re: or forward, as if you're trying to act like it's something that they've already done. Yeah, they might get open rates, but you'll get spam, and they'll send you to junk. Avoid over punctuation. You don't wanna do that, either. Avoid common spam triggering words. We'll go over a few of those. Don't use caps, and even though it worked for Barack Obama, don't use Hey. Okay? In this subject line. That was one of his highest performing open rates, was when he used the subject line hey. I think I remember reading that. Yeah, so subject line do's. Use personalization. Hey, Rob, how's it going? Just wanted to check in. How are you doing with your -- Wedding planning. Wedding search. But I mean, you wouldn't do that in the whole subject line, but you say, Hey, Rob, how's it going? Try to keep it short. Create curiosity. Want to know how I got over my fear of being in front of the camera? Story telling, how I capture the moments. Offer tips, Seven outfits to try for your next family portrait. You know, this continues the conversation before you ask them for the sale, because all this doesn't mean anything until you, how is this gonna make you money in the end? But you start introducing them to your brand for the content marketing, everything else, becoming a bit of an authority. And this stuff doesn't need to be new. It can be stuff that you already have created, or is already on the blog, that you point them towards the seven tips. It's not like, okay, some different for the blog, and something different for, it's things you might already have can be useful. So there's a lot of don'ts of email marketing, so if you're not doing it, this might not be super applicable yet, but you don't wanna send the same message to everybody. We talked about segmenting lists. You don't wanna send sales offers to people who have no idea who you are, and they just might've downloaded something of yours immediately, like they downloaded one, and the very next email's like, buy my services! You don't wanna do that. Don't ever sell or rent your email list to third parties, we should never do. Don't add people to your list without their knowledge. Like if you went to a mixer, and they don't know that you're gonna email them. Don't pay for names on a list or a database. That's really a terrible way to build your email list. Don't neglect your stats, either. So stats are important, because you're gonna send people emails, and you wanna see, is anybody opening these things? So MailChimp and all these other ones, they'll tell you what the open rate is. You care a little bit more about who's clicking through than the open rate. You wanna know who actually clicked the link and went back to my website. And it tells you that information, which I think is fascinating. Don't forget to test your campaigns before sending. There's a lot of times we send things out, and there are spelling errors, and we suffer like, eh. We've done that. We should've tested that. So don't include one single large image in the email. We're photographers, we really like our photos. Don't do that. It'll go right to spam, and if it doesn't go to spam, usually, they might be on your white list, or your contacts list and avoid it, but that's a big no-no, is to just use one image. So a few more don'ts. You can't embed video in emails. You can embed like a little screen shot of a video that goes back to YouTube. Links to it, yeah. You can't embed forms, and all this other stuff you'd do on a website, like JavaScript and things like that. It's not a website. You don't wanna use different fonts and colors and sizes. Keep it simple. Keep it easy to read. Don't use a ton of images, and don't forget to use alt text, too. I don't know how many of you guys use email service, like Outlook or something like that, and it says, Display Images, or you get an email from an unknown sender, and it doesn't show the images right away. It's gonna show the alt text, just like a website, if the image doesn't show up. So you wanna make sure that there's actual alt text in the images. Don't forget to use spell check, and don't include attachments unless you want people to punch you in the face. (audience laughing) So that's a big no-no. I still yell at people who send me attachments. I go, don't you have a Dropbox or GDrive or something? Don't send me an attachment, because they're sending you this long attachment, and you're on mobile, for example, and you're somewhere with bad cell reception, like what's happening here? I can't get this image. You don't wanna do that. You don't wanna inconvenience. So the do's of email marketing. Keep it short and sweet, use alt text. Test your emails before sending out your list. Use personalization, like we said. Craft engaging headlines, you know, it doesn't have to be clickbait, as they say, where it's like, Guess what's in this email? It can be something like, here's how I capture such and such at the Shadow Brooks. Split test your campaigns. Just like the pop ups, a lot of email service providers let you do that. They'll send 50% or more, you can say 20% of a certain subject line to one audience, 20% to another, and then it'll send it automatically, depending on which one did better, which is really powerful, because you get to almost test what does better automatically. Re-send emails to people who didn't open, but change the subject line. So that's why it's really powerful to use an email service provider. You can't tell that information in email that you send out generally. I mean, there are few services that like, I forget what it's called, some little pixel you can put on it, where it'll tell you, but email service providers in general, you can craft another campaign, send to people that did not open. And don't say hey, or reminder. Just change the subject line, 'cause maybe they didn't find the first one interesting, or maybe they also didn't like the fact that whatever you put in there, or they were busy. You know, they were busy that day. So offer freebies, start a conversation, include a clear call to action. So start a conversation, hey, how can I help you? We talked about offering freebies, just in terms of more blog content, and clear call to actions, meaning don't make it confusing for someone taking action in your email. Say, for more information, click here, et cetera. All right. So here's what you all are going okay, I'm assuming. There's a ton of information. Sorry, we had to rocket through some of this, in order to get through it. So this is what you actually need to start with, okay? If you've never done any email marketing before, first thing you need to do is you need to actually start collecting emails. So that just means putting an opt-inform on your site, some way to collect emails, and then you need to sign up for an email service provider. We recommend MailChimp because it's free to start, and they have the opt-in capability there. So just start with that, and then, and go to the next one. Putting the opt-in on your site. It's really easy. It's a code thing, where you can ask the site how to do it. So you're collecting emails, you have an opt-in, you start there. When you want to proceed from that, you start thinking, what kind of automatic conversation would I like to have started with this person, that would keep the conversation going? Welcome, a follow up, just try to figure out what you could do to keep a little bit of engagement, so you stay in the top of their minds. That's a good place to start. Eventually, you can go on to all of the other things that we discussed, but that's the core of it. Get your emails, and then continue the conversation, again, on social platforms, you have no control. Here you have control. Yeah, so like I said in the very beginning, when I was, I said if there's one thing you take away from this class, it's collecting emails. Make sure you start immediately.

Class Materials

Bonus Materials with Purchase

Content Marketing Guide
Building Your Online Marketing Machine Keynote

Ratings and Reviews

Rajiv Chopra

This is a very good class indeed. Everyone needs a Robert, and Lindsay is definitely smart to have Robert with her. The combination, where she paints the big picture, and he gets into some of the nitty-gritty, is brilliant. They have two different styles, and they play off each other very well There is a wealth of information here, and enough tips for someone to explore further For me this is a very useful 'class'. I have built brands for companies, and other people, but never did focus on myself! So, this fits perfectly in what I was looking for. So, kudos to Lindsay and Robert. Or, should I say, 'Bravo'?!

Cindee Still

Wow! Being in the audience you could feel Lindsay's passion for her art. She is a fabulous speaker captivating the attention of her audience. She and Robert a wealth of information that they are sharing so others can succeed too. My mind was blown. I'm so glad I will have access to this class on my computer so I can digest the information in smaller chunks as I move my online business forward.


She is an amazing teacher. Gordon is brilliant. would love to see more of him. Just wish Lindsay would stop posing the whole time. she'd be just as beautiful without so much makeup, the heels, the hand on hip and angling herself the whole time. Another great class.

Student Work