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Market, Launch, and Sell Your Next Big Thing

Lesson 20 of 34

Get Results with Email Marketing

Tara McMullin

Market, Launch, and Sell Your Next Big Thing

Tara McMullin

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Lesson Info

20. Get Results with Email Marketing

Lesson Info

Get Results with Email Marketing

We're talking about email marketing right now because it is so so, so important if you are not ready tto leverage email marketing for your next launch for your next conversation with your audience for the next release of your big thing then I don't know why you're in business and I am going to run down oh a whole bunch of statistics for you to make my point, but first I want to start with a reality check and this reality check actually microphones up guys because you are part of my reality check. The important thing here is to realize that some of the misconceptions that we have about email marking some of the assumptions that we make about email marketing are just not true, but I want teo I am couldn't throw so many percentages out thiss segment but the first percentages I want to serve throw out that you are actually from a client of mine who's been working on her own lunch over the last I think about a year working with me on how she launches her signature project product her big th...

ing, which is called the abundant mama project you can find her an abundant mamma dot com her name's sean think she shared with me this morning like literally I got the e mail this morning before I left the door that as she's worked on her email marketing make it making it maur clear. Making the sales pitch mohr direct that this morning last night last night when she opened the doors to the abundant mama project, she had a twenty percent conversion rate on her sales page. She had, uh, four times five times more people sign up on day one than she had in her last launch. And that was after even working on this stuff already. So those are the kinds of that's, the kind of change, those air, the kind of metrics you can push in your own businesses. How would all of you like five times as many sales the next time you open your product up? Sounds pretty good. That's what email marketing can do for you. And when you ignore email marketing when you let your fear win, when you let your assumptions win, you lose out on those kind of results and not only that, but your customers lose out on the service that you can provide to them the product that they can use to achieve their goals to get what they want. So you owe it to yourself. But most importantly, you owe it to your customers to get email marketing right, and to get right with email marketing and that's what we're going to talk about in this segment, so as I said, reality check I want to hear from you guys what are some of the e mails that you love getting in your inbox? What cos what people send out great emails that you look forward to opening every single week every single day? What are some great examples? Anna, you mentioned it before, but I like tom's because I like how they balance hey, new products with that strategy with hey, how this is, how we're giving back and how you are ultimately helping that mission. Yeah, absolutely. Also their e mails are always super succinct, and so you get that little bit of a story in every single email, whether it's a pitch story, a sales story or whether it's the more philanthropic story you get that but you get it and just teeny weeny little chunk that gives you the opportunity to either just say, man, I really do love this company or oh, wow, I really need to have those boots. I really need to have the new leather boots. I don't know if you've seen those I must have them. All right, what other emails do you love getting every week? Thanks, apology, anthropology out why do you love getting anthropology emails? It feels like a mini vacation for just a couple minutes when I open it, yeah, beautiful photography, very beautiful settings, the feelings are how I want to feel so yeah, absolutely so they're telling stories through merchandising and I agree they do it beautifully through email marketing their catalogs are such a great thing toehold into page through and it's I think it's always a treat to be able to do that but the wonderful thing is even a marketing is just so much cheaper then putting together a catalog and for many of us especially you makers out there you don't have time you don't have the money to put together a catalogue every season and why wait for once this season to make a pitch to your audience? Email marketing is an opportunity to get an imp people's inboxes once a week once every two weeks, two times a week whatever your pattern is this an opportunity to get in people's homes right there and then what are their emails do we love getting jessica it's a little different but social triggers from derek alfred why do you have a very always open open up? Well, just looking at these I feel like he's always chip challenging a misconception and it's always fun and has a lot of personality and I know he's going to be succinct and it just feels he definitely has a strong personality but it resonates with me and so it's always fun plus I learned something serious, right? Right? I love your example of derek and social triggers because you're right derek's personality not work for everybody, right? He actually even addresses that derrick was a creative live instructor at one point and so I'm sure lots of people are familiar with that, but that's actually big part of his email marketing is putting that personality on the air splay you shouldn't buy from him if you don't like his personality, I'm with you I dig it I love how he challenges people, challenges misconceptions in almost every email and doesn't just with a lot of facets he doesn't mind me saying, so you have a lot of shares we have definitely derek halpern has come up as another one for brand, but claire bar says thinking we also have cassiopeia three a said terrorist styles also says carriage and tilly well, good, I'm glad you're getting my emails on uh brand also says right setc and I think that's also an interesting thing to bring up is that he'll actually be back here at creative live on september the eleventh he's doing a morning session and that's all about how teo live a wealthier life. So you know, maybe that's what he's talking about his email list? I don't know but salute I lover meets emails as well same seem very similar to derek quite a personality, you know, either turns you on turns you off, but for those people that it turns on it it's a great, great great thing I want to just get a couple more examples maybe some different examples we've gotten a couple products we've gotten some information marketers rachelle I love to get emails from the crafty chica she always has like fun craft ideas and she talks about her personal story so great great so a mix of kind of like how to and personal story fantastic something you want teo kind of digest as on the fly yeah well so I feel like I know her on and she's giving good content to awesome awesome daffy um I think it's more the facebook post them thinking about but I think they also do emails is the bold italic okay really captures san francisco culture life da you get a chuckle you you can roll your eyes and it's just a fun thing to read on a daily basis that's excellent! So we've covered a lot of the things that make email marketing great you get to know a company better or a person better you get great content in your in box you could take a mini vacation you get awareness of products that you didn't know about your gun awareness of initiatives in companies that you may not have known about not believe it or not not everyone knows that tom's gives away a pair of shoes to a third world country for every product that's purchased here that's a fantastic story and now that they have the marketplace to they're talking about that story on all different levels with many different cos it's a great thing to get an email. The example that I always loved to give is lulu lemon because lulu lemon love him or hate him as a company, they're consistency and email marketing makes it so that their emails are incredibly compelling. Basically, they send out one email a week late night on monday early on tuesday that tells you what their new products are for the weak it's essentially their new product announcement that's all it is it might show you what the theme of the new products are for that week it might show you a new one initiative in their design campaigns, but essentially it's just here's the new stuff check it out and they have trained the behavior of opening the email click opening the email click opening the mail, click so that I not only look forward to the email on tuesday morning, but I always click and I always look for something to buy. I will admit that of myself but that's one of the most positive things one of the most positive female relationships I have with a company let's talk about some of the things you don't like an email inevitably you get on a list and you don't love the way it's managed so let's talk about that you don't have to name names, but I want to hear about some of the email tactics that you really don't like karen when the subject lines have absolutely nothing to do with the content of the e mail itself just feels like it's bay baiting you into clicking on it, but it's does not delivering at all yeah, absolutely completely agree your subject line should match the rest. Your message should be a good subject line, but it should match to the rest of your message exactly other things you really don't like an email bridget I get really annoyed when I get too many e mails from someone to find too many what what do you think constitutes too many for you? Because this is a really important point three a week, okay, more than two ok, but even to is almost too much for me. Okay, so there is just a straight out frequency piece for you because I think that another thing that happens when people feel like they're getting too many e mails from someone is one it could be an overload of imf formacion like I know, even for myself, when someone signs they've just bought a new product, they've signed onto my list and they've signed onto some interest list for something else and, you know, there's, no way around it or theirs very few ways around it they're going to get a lot of e mails from me in a row they're going to be on three different auto responders siri's and that's that's tough and that's it's not because it's not good information it's not because I'm not a welcome presence in their inbox, but it is because they're overloaded with information and every every so often we feel the question about that khun terra send out less email? Well, it's actually I'm not sending them out, but but yeah, but so I want to make that point, but sometimes absolutely depending on the company frequency is a problem and there's also a problem that happens when you are overwhelming people or when you're sending too many e mails about the same thing and too short a period of time so there's a law, a lot of things that can affect that feeling of too many emails. One thing that I will say is that I think for most of us you're never going to send too many e mails because you have this like internal gut response to the idea of emailing your people. So what I would suggest is that you're always pushing that edge, especially around releasing a product or making an offer push that edge teo email a little more frequently because there are probably also times that you can remember in your inbox when someone did send that last chance email when someone did send a reminder because you didn't click through and then you actually went and made a purchase or you actually went and took a nap action, for instance, I'm sending out e mails to my list every day of this workshop. There was one that went out this morning, one that went out yesterday, and one will go out tomorrow morning, and all it is is simply what I'm most excited about on the docket for the day and a quick rundown of things in the schedule that they should be looking out for. So, for example, tomorrow's email mentions that around ten forty five in the morning, someone I am building a sales plage on the fly with somewhat on stage, I think that's something people are not going to want to tune into, and even if they've checked out at some point during the workshop because other things took priority, maybe I wasn't covering something that was interesting to them at the time. I think people are gonna want to check back in for that, and if I didn't send that reminder, email, there might be ten, twenty, thirty hundred people that forgot to tune in tomorrow because they didn't send that email, so keep that in mind when you're thinking about frequency chama well, basically, we're building a diatribe list. Of everything that doesn't work if you want to hear just a view of the cantor cannot possibly read all of these but me and erling says I said scribe to one guy's emails he used to get them about once a week now all of a sudden I'm getting newsletters four to five times a week till he says repent repetition of info websites are all repeating the same things now once you've subscribed for a couple of years, you've more or less seen it all man durling also says my inbox is full of unopened emails way too many and money making millennial says you're on their email lists and they send me an email about a free e book clicked the link and they want me to re subscribe to their list I fill in my email and I'm told I'm already subscribe but then I never received the book yeah that's just a logistical issue but yes, email is something I think details matter in email and I'm not just talking about typos although you know that happens and that can also be annoying, but details really matter when you're putting together email because this is someone you're asking people you're asking to go into their home essentially and so you wouldn't want to go to somebody's home like without pants on right and so when you do something like that like asking for an email address again is a perfectly good tactic and there are ways around, and we could discuss that if we have teo but you know, there are ways around it there that that's a workflow that should have been fixed and taken care of and it's essentially, like going into somebody's house without your pants on, so don't do that. Make sure you have your pants on, make sure you're fully dressed before you go into somebody else's house. All right, so I want you to think now about the emails you're thinking about sending to your list think about the content marketing that we talked about before I think about the sales pitch that we started writing in the first two session think about that think about your normal content activities you're blogging your image generation, you're facebooking and compare that to the e mails you don't like getting is it anything remotely close enough? So please stop worrying about it? Is it much closer to the things you really like getting? Can you imagine that there are people sitting at home actually looking forward to your e mails? Ideally, there are ideally, your list is made up of people whose week would be less energizing, less engaging without your email. There was a week that lulu lemon skipped their e mail, and I was very upset it was like two weeks ago I don't know what happened to it. I don't know if it was me if it was that I was upset, where is my new stuff? I want I want to go shopping, why don't you let me go shopping? Okay, there are people out there that are that engaged with what you have to say that air that engaged with your product and the opportunity to buy. So stop worrying about your email marketing and get into the game. All right? I said I have statistics I want to share some of these because they are kind of mind blowing ninety one percent of consumers check their email every day ninety one percent of consumers check their email every day. How many people in this audience check their email every day? Ah, hundred percent of these consumers check their email every day. I don't exactly remember when the statistic was taken, but it would not shock me at all to find out that it was higher. Email marketing is one of the only things you can almost guarantee your people are going to say, see, I'm not saying they're going to necessarily read it, but they're going to see it your tweets it's something like fifteen twenty percent of people see your tweets see just see not read, see facebook we know where facebook numbers are right now five percent six percent of people are going to see your update, not read it see it ninety one percent of consumers check their email every day they see the subject lines that come through that is the number like that the battle right there someone has to be able to see it toe open it ninety one percent seventy four percent of consumers prefer to receive commercial communications via email. Seventy four percent of people would rather hear from you via email been on facebook, they'd rather steve here from you on email that on twitter they'd rather hear from you on email than on instagram. They'd rather hear from you on email that on pinterest so you been social media all you want, but trust me when I say that email marketing it is where people go to buy seventy four percent of consumers prefer to receive commercial communications by email twenty seven percent of consumers were more likely to say their favorite companies should invest in mohr email twenty seven percent think companies should invest in mohr email what if twenty seven percent of your audience wished you emailed them more often? Crazy right but true at least that's what the numbers say no I think it's very, very true sixty six percent of consumers have made a purchase online as a result of an email marketing message sixty six percent of consumers have made a purchase online as a result of an email marketing message people buy by email it's the social channel that trumps all when it comes to actual consumer activity, people might check out a brand on facebook. They might follow a browned on facebook they might follow a brand on twitter. They might follow a brand on instagram or pinterest but where do they go to buy or where are they buying? Through email people by by email? Curious? When was the last time one of you guys made a purchase because of an email marketing message? Can you think of a time last week? Last month? Yeah, yesterday. Okay, great. So that's? Just a few right there. Within the last seven days, I have definitely made a purchase because of an email message in the last week, it was a book, and sometimes I get messages from amazon and then I go to my local bookstore still making a purchase by email, whatever. Okay, and this is the last in the best one email marketing has an r a y off forty three hundred percent email marketing huson r a y of forty three hundred percent and so I was like, that is really sensational, I wonder if that's true for me. And so I figured out how much I pay male chimp every month or every year. And I figured out what my were ever knew is for the year. Minds more like eighty, six hundred percent. Why email marketing has an r a y off more like eighty, six hundred percent this do them for things and contacts so that fifty dollars you send two male chimp every month, one hundred and fifty dollars, he sent to male chimp every month or whatever system that you use, you could be getting back forty three hundred percent on that. You probably already are and don't realize it. But if you're not investing in email, if you're not investing in better systems, maybe it's, time to start. I know a lot of people want to stick with their free male chimp accounts. I don't know why when you can do the math and figure out what you could be investing an email that creates those kind of its results forty, three hundred percent.

Class Description

There are countless marketing and social networking tools available to you, but in the sea of options like Facebook®, Twitter®, and Pinterest® it can be difficult to connect with clients who are genuinely interested in what you have to offer.

Join online marketing expert Tara Gentile and learn how to use email and social media in a smart, strategic way that will grow a devoted audience of happy, buying customers.

In this course you’ll learn about creating content that draws the right client to your brand before worrying about which marketing tool is appropriate. You’ll also learn how to sell in a way that feels authentic to you and to your unique offering. You’ll harness the power of direct email marketing to make and sustain connections with the clients who’ll grow your brand.

If you’re ready to use online marketing to support your work and grow a devoted audience of happy, buying customers, this course will get you there.


Linda Makes Impressions

The timing of this course was perfect. I am in the middle of a launch and able to immediately apply what I am learning to my sales page. I have confidence that I can use the tools to catapult my next big thing to even higher levels. I am grateful for Tara's bonus gift, free month in her Kick Start Labs. I am taking advantage of the knowledge and resources there as well. Tara is a role model of action, authenticity and clarity, that I aspire to be. Thanks! Linda Germain

a Creativelive Student

I'm so disappointed I didn't have this information years ago!! Just the sales page information alone is more than worth the price of this course. I finally have a structure and a sense of how it works and ties into a bigger picture. I have a clearer sense of how the pieces fit together. Writing sales pages has always felt like I'm flying by the seat of my pants. Now that I know what I know, I'm pleasantly surprised I've had the sales I've had and I'm so excited to now be able convey my message more clearly so I can help more people and generate more income. Thanks so much for shedding light on how this all works, Tara. Your clear and grounded approach are incredibly helpful. After having spent A LOT of money on various online marketing courses, and not gotten nearly as much from them as I have from this course, it was incredibly refreshing to take a hype-free, sleaze free course on marketing, sales and product development. Thank you! Lisa Gillispie


Took this course and followed along in order to get my new product launched. Wow was I surprised at the amount of sales I had right away. Doing the work is paramount. You have to want to create, edit, rehash and be persistent. (Guess that is called discipline!) Tara is well spoken, methodical and full of the business advice I was lacking. Got a product to get out into the world? Tara's course will be a great help in your success. Do it.