Email Marketing Myths that are Causing You Stress
Alright, so first I actually want to talk about a few email marketing myths that are causing you stress. Myth number one, you need a big list. We talked about it a little bit, but who has email list shame, who has like, I feel like my list is too small. It's okay, you can admit it, you can admit if you feel like your list is too small. I was on a coaching call with someone, she's paying me a lot of money to talk to me, and I was like how big is your list, and she didn't want to tell me. (audience laughing) I was like you're paying me money just to tell me, like there's no wrong answer, just tell me. Right, so we get this fear that like if we don't have whatever number of people it's not big enough, it's not useful enough. But the reality is that quality is more important than quantity, and more than that, every subscriber to your email list matters. So, let's just say that you're thinking, I only have people on my list, right, everyone uses that only. They always qualify it, I only ha...
ve whatever. So, say you're like I only have 100 people. That's really disrespectful to those hundred people who said they love you and your brand, right. Those hundred people matter, those hundred people are important, and they want to hear from you. They signed up to your list because something about your brand, something about your products spoke to them, and they want to hear from you. So, waiting until your list gets bigger is not only totally stupid because you're leaving money on the table, but it's actually really disrespectful to those first super-valuable fans of your brand. So, we want to show them the love, because they're our early adopters, they're our first people. So, every subscriber to your email list matters. Myth number two, you're list is mainly to attract and warm-up new customers. So, are you focused too much on getting new people on your list, are you thinking like, I have to bring in new customers, I have to bring in new people, I have to bring in new people. Who feels that way about their list, right that's kind of your focus. Here's the reality, people who have already bought from you are the most valuable people on your list. The most valuable people on your list, because it's much easier to get someone to buy again than it is to get them to buy for the first time. I'm gonna just make an assumption here that you guys all make amazing, awesome products, because I know you do, right, I know you guys watching online, I know everyone makes great, amazing products. So, when you get someone over that hump of buying from you and then they get your amazing, awesome product, those people are so much more likely to buy again, right. You don't have to convince them now that what you do is great, because they know. So, instead of trying to just focus on, I've gotta get new people, I've gotta get new people, we can use our list to engage the people that have already bought and love our work. And we're gonna talk about some strategies to actually do that, we're gonna talk about the hows, like don't worry guys this class is not theory, this is like so in-depth on how to actually do this stuff, so we're gonna get there. Alright, myth number three, you need to send out a newsletter, newsletter full of information, right. I gotta tell you everything I need you to know, right. And this is part of this problem is because we're not emailing our lists frequently enough, right. Oh my gosh, I haven't emailed my list in three months so now I have to tell them everything that happened in my business in the last three months. Who's guilty of that, yeah. So, how long does it take you to put together an email to your list. Does anyone have, like anyone who's actually sort of trying to do it, how long is it taking you to pull together an email, Tawny.
Maybe an hour.
Feels like hours.
Feels like hours, right, right. (all laugh) Right, we don't have hours to put together emails, and when you start thinking I have to put in this piece, and this piece, and tell them this, and tell them that. That's why it takes so long, but the reality is that simple emails that focus on one thing, and we're gonna, we're gonna drive this point home throughout the class. One thing, so one product, one call to action, or maybe it's one collection, but it's one unified idea, those work best. Part of that is because your customers are busy, right. As much as you don't have time to spend three hours putting together a newsletter, they don't even have 20 minutes to read your newsletter. You're lucky if they have two minutes with your email, right. Maybe they have 30 seconds, that's it, your customers are busy. So, we don't want to send them long things that they think oh, I'm gonna read later and then never do. Right, we've all gotten those emails. You're like oh, yeah there's a lot of cool stuff in there, I should come back to that. Do you really come back to those emails, right. You know what emails I do interact with. Here's a cool thing, here's a button that sends you right to where you can buy it, right. Because really that's our goal, we want people to go to our website and buy something, that's why we're doing this, the end of the day. Alright, myth number four, people join your list because they want useful information. So, is anyone holding back on promoting your email list because you don't have a freebie, or an opt-in incentive, or a bonus, which all's not in your head, like absolutely. Yeah, so this is one of those big like infomarketer versus product myths that throw people off. You're like oh, well everyone said I need an opt-in incentive, so I better make that PDF that's like five ways to clean your jewelry without ruining it, but I don't have time to do that, so I'm not gonna do that, so I'm not gonna promote my list. Right, that's what people do. But the reality is you want people to join your list because they love what you make. The people who are looking for that kind of information may not actually be your customer. Someone who needs five ways to clean their jewelry may not have any interest in my aesthetic, or my jewelry, or in Tawny's jewelry, or in Kaelin's jewelry, right, they might not have an interest in that, or whatever that useful piece of information is. And so, yes, you can use those strategies and you can fill your list with people, but then you're just wasting money, right, because at some point if your list gets big enough you're gonna have to pay for it, you're just wasting money. So, you want people to join your list because they love what you make, and that's really the reality where so many of these myths come from is that email marketing for a product-based business is different than for an information-based business. So, I pulled up two emails that landed in my inbox recently. And I know I can get away with this, because this is from Tara Gentile and she's my girl, and she knows that I'm not judging her, because this is exactly what she needs to do for her business to make money, right. She sends out information, she's telling us what to do. That's right for an infomarketer, there is nothing wrong with this kind of email, but can you imagine if you had gotten this email to try to convince you to buy this t-shirt, right. So, this is a great example, this is a brand I was actually very recently introduced to, which is Sarah Marie Design Studio. And she is the queen of like simple, effective, product emails. We're gonna look at a couple of her, another, or we're gonna look at this email more in detail later, but it's literally like, here's an image, here's a thing you can buy, go buy it. It's perfect, her products are great, that's really all I care about right, I want the fun stuff. And actually, truthfully, I picked like this example where she did this fancy flat lay, most of her emails are just the product by itself, most of them are not even this fancy. So, this is the difference, and guess what, not only is this more effective, it's faster to do, right. Who already has images of their product, right. So, we already have product images, we can dump them in an email amd put a little call to action, and move on with our day. And that's gonna sell more stuff than that.