Email Marketing Foundations: How To Grow An Audience That Can't Wait To Open Your Emails | Colin Stuckert | Skillshare

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Email Marketing Foundations: How To Grow An Audience That Can't Wait To Open Your Emails

teacher avatar Colin Stuckert, Entrepreneur, Podcaster, Writer

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

15 Lessons (45m)
    • 1. Intro - what to expect

    • 2. The Risk of Not Having An Email List

    • 3. The Newsletter: The Epicenter of Your Email Strategy

    • 4. Your Opt-in - The Key to Growing Your List

    • 5. Sending schedule

    • 6. One Goal Per Email Rule

    • 7. Email 1st Principle: Value 1st

    • 8. Subject Lines - Art and Science

    • 9. Email Formatting

    • 10. Text or Picture emails?

    • 11. Email Mistake #1 (You must send)

    • 12. Email Mistake #2 (Overload)

    • 13. Email Best Practices and Strategies

    • 14. How To Grow Your List

    • 15. Congrats

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About This Class

Most email sucks.

Most email gets reported as spam.

Most business send these emails.

Don't be one of them. Don't send me-too emails that do nothing but turn your customers and prospects off.

This course will give you the best practices for building an organic and sustainable email audience that will be excited about opening your emails.

By adhering to these principles of cultivating an email audience, you'll be able to grow your business with a consistent and repeatable effort that brings results.

Email mistakes most senders make that you can fix in 5 minutes

Value First: A First Principle of getting people excited about opening your emails

Formatting tips that are the difference between opened emails, deleted emails, and spam-reported emails.

And more.

Short, sweet, and to the point, I give you the foundations of email marketing you can use to grow your audience from scratch or cultivate your current audience into recurring and predictable revenue.

A little about me:

My name is Colin Stuckert and I am the CEO/ Founder of Wild Foods Co and The Ancestral

I'm a health entrepreneur focused on making a difference in our current understanding of health and nutrition. My passions include ancestral health, productivity, mindset, food, and nutrition.

I currently send emails each week to 25,000+ addresses and average 15%+ open rates. 

Meet Your Teacher

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Colin Stuckert

Entrepreneur, Podcaster, Writer


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1. Intro - what to expect: What is up? Everybody calling here Wild CEO, founder of Wild Foods in the ancestral mind dot com. I've been doing this email thing and this entrepreneur thing for over 13 years now, and something that has not changed since I sent my first email back in probably 2010 to our CrossFit gym email list and to the CrossFit Gym prospects in Florida, where Jim was. Nothing's changed. Most email sucks. Most companies don't do it the right way. In fact, they actively do it the wrong way, which only increases the spam reports and decreases trust with potential leads and customers. They aren't consistent. They don't provide value on and on on on. Most people do not know how to do email the right way. I've been ableto have people that have subscribed to my email lists for literally years. I have some people that have been with me for eight years since I started my blawg way back in Florida. That's still get my emails on an automated basis or on a weekly basis with my newsletter, for example. So I might talk to you today about how to build a very basic newsletter for your business, which is really what I think every business should have is the core. Whether you're going to send that once a week or twice a month, those the two schedules that I recommend not really going to dive into anything else. Every business is different. You can experiment different things. But for the most part, people are not going to open mawr than an email every week, and even that is really pushing it. I'm also teach you about automation, what they are, how to use them and really best practices like things to do and things not to dio. We're also gonna talk about how to keep your emails the highest quality they can be and also had a scrub your list on a regular basis to keep it nice and clean and fresh. And some of the mistakes that I see all the time that me personally as consumer love it. I love it when these companies emailed me out of the blue because I can hit that unsubscribe button and they no longer have my info right. That happens all the time and and that's something you want to avoid doing. So we'll talk about email frequency. What? Not to dio etcetera. So I hope you enjoy the course. Leave some comments below. You have any questions or comments, and I will get to them and let's get into email right now. 2. The Risk of Not Having An Email List: first things first. If you've read anything about Internet marketing or rocks, any videos or podcasts or books or anything, you've probably heard the saying that money is in your list or that your customer list is the most important asset in your business. And I agree with that. For some businesses, though, their list is not only this dormant thing that they never male or use or monetizing anyway , but it's actually a potential liability for things we'll talk about later in the course. So right now, all the different things going on, whether chatbots, whether it's Facebook, ads with different funnels, click finals later on things, e mails still the epicenter of building an online audience. If you build an audience on YouTube, maybe Bill on Instagram, Twitter and these other places and something happens where you post the wrong thing, say the wrong thing or the algorithm just doesn't like you that day and your account get shut down well, with the goes that entire audience, you don't get their names, their addresses or emails. Nothing that has happened to countless people, and the number one way to prevent that from happening is to funnel people to your platform that you control, which is primarily your email list. So when you build an email list of subscribers that have given you permission to send them content and neither they've given you their name, the phone number, their address, depending how robust your option sequences you can, but a really solid customer database. And with that you can send out things like direct mail or email or newsletters or even personal emails where you reach out and say, Hey, you know, owner here I saw that you bought from us a couple years ago. I want to know if everything's OK. Everything we do, like there's so many opportunities to generate revenue and recurring revenue from an email list. So getting in this mindset that you're trying to build an internal list rather than a list you don't control. Facebook fans Facebook page, Twitter page, YouTube, All these things These things are extremely fragile, Teoh. The whims of employees of that company or policy change, or or the company dying or changing something. You don't want to be beholden to that. So what you're gonna do is if you do have people in these other platforms were going to get an opt in strategy, and we're gonna bring people to that, opt in and build your lists that way. So the first thing we're gonna talk about in the next section is your opt in. But for now, keep in mind you need the mindset at any time. You can get your customers info Weathers from orders whether they sign up at an event and they physical give you their email. Or if you're just talking to somebody and they express interest, get their contact info and put them on your list even before you have a newsletter or automation is going get people on that list. 3. The Newsletter: The Epicenter of Your Email Strategy: Okay, now we're talking about newsletters. I'm gonna give you the newsletter. I'm sending maybe talk about some different styles because there's a lot of different ways to do this. So don't think that my way is the only way to do it. I'll show you some of mine newsletters that I'm subscribed to, some my favorite ones. And then you got to pick and choose what's best for you and your audience. We have the AM five newsletter. This is something that I'm promoting and everything I do. I have a link somewhere to call the actions. I tell people to subscribe, and it connects all my different projects and brands together. I will have a few sections for health content of a few sections for productivity mindset, success in articles. And then I'll have links like my courses and the different things that I'm putting out there. Okay, so it's the same format every time, and I'm using Review dot Co, which is a newsletter only service. I also use mail chimp for the rest of my automate emails. This service is just for newsletters, and I liked it because it is very simple. The dragon drop things whereas male chimp requires just a little bit more inserting, adding, forming pictures. Just too much work, really, and this does cost money. But if you have only a little bit of describe it, start with it's not that expensive. I'm probably paying like, 35 or 36 bucks a month for 6000 people on this news order right now, and I just switched over to the service about a month ago. So in the beginning, the same format subject line and then it has untrue. Whatever I want right here usually write something shortened sweets and unable to say, Hey, there's some was content below I'm not gonna waste your time, Let's get to it etcetera. But I usually have some kind of insured in my newsletter. And then I have a quote. I decided to do two for this one. I do that one of the most recent ancestral mind podcast here, I grab a quote from a book in my Kindle Library, one of my YouTube videos. Drop that there an article I wrote a weekly social post, which is cool because you can little drag this right in from Instagram when you connected to the account, which is really cool. I have a wife, its product feature Mix it up every time I have my thoughts on the thing either. So writing her quote or picture something I created this was extra firm Instagram. I had a picture of sex pulled in and then I have a resource is which is format better. This is a little bit too much too. This bright here's too wide for my liking. And so that's the moment. Look into fixing this gap right here. I don't like that this resource is going to be something that's gonna be stacking every email and I'm going to do, like, settle called actions. Maybe I'm gonna promote something new that I just launched or whatever. As you can see, I have some my skill shore skill share classes here. Also, the other resource is that our my standard recommended some of the resource is that I promote and I'm gonna basis. Just keep building this out. I mean, look, this is a pretty long email, right? But it's easy to skim. They're not having to commit to a lot of reading, and they can come pick and choose the pieces of content that either resonate with them or the headlines they like, and they can click on it and, you know, go watch it, or just headline rely on people like BRI just headlines. Actually, that is what I sent every Friday without fail. And when I first started the newsletter with Wild Foods back in the day, I was inconsistent. You cannot be inconsistent when you commit to a day, and even like a time between 3456 PM whatever you're doing on a consistent basis to where people will expect it. You can't break that promise that that's a promise. And that's what a lot of marketers don't understand. When you're doing anything from marketing or audience perspective and you're doing at the same time or the same window on a weekly basis, you have to commit to that. That's a promise to your audience, and it's how you build an audience. But it's also how you break an audience or losing audience or lose momentum by neglecting it. So when you commit to this schedule and this format and they come to expect this much content from you, you cannot break that promise. You have to commit. So if you're just starting, I recommend with something much shorter, and this is very easy for me to put together. A slower takes us in 10 minutes, but maybe you want to put three sections and make it super sweet. Super simple. That's fine, right? Like it's something you can build on top of it. Something to get feedback on. And it just doesn't have to be this way. And nowadays people like more frequent, smaller doses of content. So this will be something that over time I might even cut back a little bit. And I might curate down just to make it simpler and to feel less overwhelming for people. So again, remember testing, tweaking, staying consistent and delivering that value right? Nothing in here is offering a sale or anything. Even the link to the waffles product is a just a product feature. It's like part of it where it's more of like, Oh, look at this product and you gonna learn more click here and can read about it. Whatever. It's more of, like a content kind of called action than it is like buy this product. Here's a code, right? I'm not doing that at all. So that's my strategy for the M five. This is something that I use in all of my marketing, one of mom podcasts. When I write articles, I have put links to it everywhere. When I have my signature on my email, I have a link to it, with some with some text about why they want to join. It is the glue that will hold your brand and or business together. And so committing to a weekly or bi weekly or even monthly, if that's appropriate newsletter and never never deviating from that. Well, listen to your audience and testing and tweaking and constantly refining to be to make your emails the best they can be. That's how you win with newsletters. 4. Your Opt-in - The Key to Growing Your List: Okay, so you're opt in. Some people claim this has been overplayed and you don't need it in whatever. But at the end of the day, there is a 1,000,000 things vying for your potential customers or your audiences attention . And if you don't ask, you won't receive. So I'm a firm believer in using an opt in and whether you are blatantly asking for people to join our opt in. Whether you given that drug called action or whether you drop it below on your social profiles or at the bottom of a piece of content, or however you want to do it, you need to give a reason for people to give you their email so that you can then establish a communication with them, and an opt in is the best way to do that. So we're gonna go to the screen and give you a couple examples of this, but start thinking about some piece of content a mini course, pdf download an infographic, a spreadsheet, a template, a document, some free stock photos that you took something that is applicable to your niche in your audience and that they're gonna be interested in that They can actually use so that they're going to say, Oh, that's interesting. I want that and they're gonna put in their email and they're gonna get it from you. That's fundamentally what an opt in is. Now if you just have a newsletter and you can talk about your newsletter like every Friday and talk about why it's awesome or whatever, that could be your opt in yourself right now. That's what I'm doing with my Colin dot coach personal brand, where I write about productivity and success and things like that, and where share these courses. You know, my day job is more health, fitness, nutrition, things like that. And so it's kind of strange to, like promote and opt in to join my newsletter and then send people articles about success and whatever. But what I'm trying to actually do is my weekly newsletter. I'm trying to emerge them a little bit where I had the health content and I have a podcast . We dio and then have a couple articles about productivity, maybe a couple quotes about success, things that are pretty universally applicable to most people that are really newsletters. And that strategy I'm adopted right now you could have separate opt ins for separate lists . It's different things you're doing, and I do have that. For example, incest remind we have the Seven principles of Living Wild PdF, which I'm about to show you. And that is directly for people that are interested in sexual health, that listen to the podcast, or that might see some of my content related to nutrition and health and food and things like that. And so I will promote that. Opt in whether that's on YouTube, at the end of my videos or in some other format, if that's applicable to the people that are going to consuming that content, right, So you're always gonna gauger opt ins, engage your pitch to who you're serving, and you can have lots different opt ins like you could do different. Opted for every campaign you do. If you do a marketing campaign or you do a podcast, let's say you go on as a guest in someone's podcasts and for now, for me, if I go on a podcast and it's an entrepreneur podcast or marketing part podcast, I'm not going to send people to my ancestral mine, Upton, right, because again. That's a health audience. If I go on a health podcast, which I, at this point, do way more health podcast and I do entrepreneurial. But I'm trying to spend more time doing some of the Esper no podcast to grow my newsletter because that is more geared towards success. Mindset, productivity. So you see the difference. And so my strategy for my newsletter, which we'll talk about more in a later video, is to make that the hub and two against, Sprinkle in a little bit of each and then be able to promote that and everything I dio when they see my personal website and then use those strategic health opt ins. If I'm talking to an audience, is gonna be interested in the Seven Principles of Living Wild, which is all about health. For example, your opt in strategy. If you're just getting started, I recommend one upped in because you want to get to a place where you're recommending that opt in naturally and organically. So if you just talking to somebody or if you go on a podcast and you don't really plan to, like promote something to their list, you could say yeah, go check out my pre Pdf seven principles. Living wild over at the ancestral mine dot com. I said that like 100 times, my new opted for my newsletter. I actually got to get better at that. I have to get better at being speak it on the fly to put it into my videos. To put it into podcast, I got to get better adding it in like email signatures or writing a call to action because I haven't been promoting to that much. So it's something like check out my best writing on success productivity mindset over at Colin dot coach. It would be something like that, and that is just that soft on my head. I didn't even write that, and that probably would be something I would write or add to the bottom of emails, maybe as a p s. Or if I was on a podcast. I would say, you know, yeah, that you can find me over called a coach. I put my best articles there. I have links all the shows him on as well as my YouTube, my health stuff. So that's really the best place to go to find everything I'm about something like that, right? I would say something like that on a podcast. For example, if I was asked, where can people find you? Which is a common question in the beginning, with your initial opt in your start thing about was that one thing that you're gonna be comfortable saying on a podcast on a video and that's gonna come naturally and you're not gonna feel kind of squeamish about promoting if you've never done this and you've never self promoting anyway, it might feel, although were the first. So you really want to hone in on to something that is really valuable and that you just won't have any unease around sharing? There's some examples of this like, you know, free pf many course, you know, people can take my free quiz and I get a free workout plan or a meal plan. Figure out something that's valuable. Maybe it was something that you sell. Maybe it's a free coaching session or free phone call or Ukrit take critique of free thing , a website, home page, landing page evaluation for five minutes or something. There's so many things that you can dio find something that is unique, and that's valuable. And keep in mind that today, because there so many options, there's so many things that people are trying to promote and give people in exchange for the email, you want to come up with something that's unique, indifferent rather than just like a standard PdF, or like a little e book or whatever. Even many courses kind of imply an investment of time, so that can sometimes work. Sometimes not all these things you have to really dial in. I still offer the PdF might even be talking about it as a mini course. I'm even trying to experiment with calling it a PdF plus many course because I send you four emails that have videos. It's just one of those things that I can optimize that later, but I don't even know if I need to. Just it comes naturally. I can tell people go there if they like what I'm saying, and they want to fall along, they're going to probably go there whether or not I give them a free pdf or not. But having that is just a cornerstone thing that I can recommend. It's one of those things, like when you commit, You make that decision and you have your opt in in his public. There's so many instances in life what's gonna come up where we can promote it, and it's gonna come naturally the more you do it that you could be, it could be responsible for thousands of emails. By the end of every year we're talking thousands, and at the very least, maybe it's hundreds. Or maybe it's 100. That's still Ah, lot more than what you might have had before if you were doing nothing. And it's away mawr. If you're not doing anything to procure email us, because if you're not promoting evil is you're gonna have zero people start thing about your opt in sketch of some ideas. Maybe Google some resource is like best opt ins or how to create engaging option for email or, you know, opt in mistakes people make or whatever. There's probably tons content like that 5. Sending schedule: email schedule. How often should you be emailing your list? There is a lot of debate on this regard. You might come down to you having to test for yourself, but I'm gonna give you some ways to think about it and some first principles that you can use to figure out the best email schedule for your audience list business, etcetera. Now you've probably got into the newsletter, which we talked about is the foundation of the consistent emails you're gonna send to your list. If you're using automation, you're gonna want to consider your newsletter and when it's going off and then try to balance your automation is to go a few days before, after or early in the week, etcetera. You want to try to space them out a little bit because you don't want overload people's inboxes with email after email after email and especially since most people process their email like every couple of days, and most people aren't in their embarks on a daily basis, you especially don't want to do this because if you end up with a bunch of emails back to back and people see all these emails, they're gonna get frustrated gonna feel like your overwhelming them, and they're going to just unsubscribe. So what I recommend you start with is your Friday newsletter or Wednesday or Saturday or Sunday, whatever it is that is your core, then you can experiment with creating automated emails that a little bit more evergreen, meaning you could send them at all times, regardless of when people join the list that are either links to articles with links, the podcast for links to videos or whatever. And then you're gonna build out that automation schedule ideally once a week in addition to your newsletter. So that's really the best place that I recommend. You start with this. You have a newsletter on, Let's say, Friday. And then on Tuesday you send your automated email, which is something related. Your brand. Maybe it's an article. Maybe it's some other value offer. And then after that, you will set the trigger so that after that email gets sent, the next email in the automated sequence will send like, let's say, 6 to 9 days later, depending on the frequency of the list in your audience and how engaged you're gonna be. I recommend standing between five and nine days for those automated emails. So the way we have it is I do it probably every seven days. So they joined the list. They're not gonna get your newsletter, which goes off at a certain time of the week, and then they're going to get that out of automated email about 6 to 7 days after joining. And then the next automated email is going to be 6 to 7 days after that. And right now we're doing, I'm doing seven days. So it's basically I'm saying to emails a week on average, that air spaced out based on when those automate emails go off and then seven days after the next one goes off and he just repeats, that is a good place to start. I don't know if I would recommend sending three emails a week. That's quite a lot. And you could even consider sending to automated emails a month, for example, and then sending your four newsletters a month with a total of 60 males, and that will average out to 1.45 or whatever it is, and that's a good place to start as well. You're going to figure it out, you're going to look at your list. You look the un subscribes, but I don't recommend that you email less than once a week. I mean, you could do twice a month, I guess, and you could really do a monthly newsletter. But I've just found that for the emails that I receive when they come once a month. Unless it's a really solid email. And I'm looking forward to really respect company that want here. They have to say that's just usually called action to unsubscribe for me, and I think that's probably the case for most people. So when you send more often in the more consistent controlled manner in a more frequent manner, people get used to get your emails. They don't have those inner ideas of un subscribing because it's just like a schedule, and as long as you don't overwhelm them, they will stay committed to your list and open your emails for literally years. On End newsletter Baseline Automated email Once a month, probably an average to as much as 1.5 the two plus the newsletter, right and then throttle between those By looking at the data and listening, your audience maybe even setting a poll, your honest of how often they want to receive emails, etcetera, and that's going to the best way to figure out for your audience. 6. One Goal Per Email Rule: Every email should have one goal, and I should say every email. It's on a newsletter, of course, cause newsletters air usually gonna be a bunch of different content or some kind of conglomeration of different things you put together. But for your other emails, welcome email your recurring emails, your automation emails or sales emails there shows me one action you want your audience to take. Maybe it's buying a product taking advantage of an offer. Maybe it's clicking toe to watch a video. Maybe that's reading. An article on your website made this downloading something when there's a link so they can get it downloaded from the Web, For example, you wanna have one goal that is clearly an easy identified and that the audience is going to know right away what you're asked them to do at the beginning. Off the email. This is something again with those first principles of email, Ask yourself what value my giving here. What is the one goal and one action I want my reader to take and how, then is that going to be delivered to them in the easiest way possible? Link to a video were linked toe formatted article that is again mobile friendly, easy to view, linked to a download that's easy to just drop their email in or click a button to download etcetera. These are all things that you have to consider when crafting your email. And if you end up with the long emails all over the place, just reformat it. You've got to get down to one thing, one big idea value first and one action they're going to take. 7. Email 1st Principle: Value 1st: so again, one of those fundamental mindsets air on email value. First, you don't want to ask for things as much as you can help it. Gary V. As a book about this called Jab Jab, right hook, you can actually find it up here. His basic thesis in that book is these little jabs are little subtle values ads you know you give you, give you give, give, give and then every so often the right hook. That's a sale or a request. Or come review my thing or do this thing. And he believes that you should be giving out way more jabs, then hooks and only so often do a hook. Now, when it comes email, there are cases where people sign up to be sold like Okay, let's just pretend that's not a thing right now. We're not talk about advanced click funnel marketing or Facebook ad based funnels or anything like that. This is about building an audience with an email list for organic sustained growth. That's what you want to do. That's the goal with what we're talking about in this course. So you want Teoh as much as you can jab and as little as you can, right hook. There might even be a case to be made where you never give a plate in right hook. Instead, you give, like like across maybe, where at the bottom of your newsletter, which is what I like to do. I had a PS saying, Get all your real food ingredients a while for psycho use code, you know, x for tor person off. That is pretty much in every single email that we send. And then the body of the email is where it's value article, recipe, video, something of value. And so will we sent automated emails. There are always gonna be content or value first, and that's what I want you to start thinking about for your automation and just your newsletter in general. And we will talk about your newsletter, which will be on a schedule. And then we'll talk about your automated emails will be on a schedule, and we'll talk about how to put some of those selling those those right hook emails in your automation sequence and then save your newsletter for pure value, right and then have the gaps filled in with more automated value emails or maybe not Just depends on how much you're gonna be emailing. We use a combination of our weekly newsletter, possibly have automation that go off every about seven days, and it usually filters into. So people are getting between two and three emails a week from us, with about 90% of them or even 95% of them being pure value content giving first. So you're gonna have a value force, give first and then ask yourself, Why will they care about this email? Why will they benefit from this email? And the answer to that is never because they'll buy my product and it'll make their life better. That is not what people are gonna care. That's not how it works. It always works that when you're doing outbound, when you're reaching out to somebody, you have to be doing something so that they let you in. So I grew up with door to door salesman and telemarketers. They still kind of exist today, but it's harder and harder because most people, the second they think you're telemarketer, they'll hang up on you e mails becoming like that as well, because everybody's emailing them. Everybody trying to buy my thing. Here's thing. Whatever. There's so much spam and junk and everything, you have to be extra unique. You have to go out of your way to give value, and you have to be very, very, very careful about your strategy. When an email comes in, you're asking for their attention. York It's like you're going to someone's door knocking on their door. You want them to answer by open email, and then you don't want them to slam the door in your face. Because if you have something like by my product, buy now button And that's the whole email. Some people can get away with this. Some marketers if they have a very, very good audience in a good list, but I wouldn't recommend it. And if you're just starting out or if you're building a sequence where you want to build trust over time, this is how you're going to kill your list is how you're going to make your own subscribes skyrocket your knocking on their door. You want them to open your email, you want something to catch your attention, and then you want them to read and feel good about the thing that you're giving them. You want to give people value, value, value, value, value, value. Everyone talks about it. But what is value? Well, it could be a recipe. It could be something that's free. People love free stuff, maybe offer to send everybody that opens his email and feels that your poll, you're gonna send a free bag of cocoa powder or something, a video that's applicable to your niche, a download, maybe just something cool. You found the Internet a free tool or service something that's big enough like Apple or Google has some crazy offer, a free thing or deal or whatever. Those examples of time sensitive values and people will be receptive to them. Una Farewell. Your audience wants to get on a regular basis based on your niche demographic, your messaging, who you are as a company, what people come to expect from you, etcetera. So for well, foods, for example, we send recipes. We sent articles on health things from my cocoa coffee tea. How to make things. You know, a recipe for making a butter coffee drink. We can use a bunch of ingredients articles on maybe why charcoal is good for you. things that kind of connect to our products in a very subtle way but are also educational, maybe even entertaining. At the same time, Every email you're gonna send your audience that you're going to write that you do anything with you to ask yourself, Why are they going to care? What are they going to get out of this email and then ask yourself what I open this email? What I care about this and maybe your business is something you're passionate about, so the answer is usually, yes, but sometimes it's not. I mean, imagine if somebody was trying to sell you insurance, for example, and you the email you're sending to somebody the unsolicited offered to, like, call me to get insurance or whatever. How would you feel if you receive that email? Just try to ask yourself a lot of questions and really, really think hard about the message you're gonna send, because what we need more of is we need mawr curation, and we need more thought into the email we're sending. And if you're gonna be a business that's gonna survive for the long haul, and that's going to build an audience that is receptive and actually opens your emails. You're gonna have to pay very, very close attention to what you're doing. And you're gonna have to have a very dialed in strategy for doing so. 8. Subject Lines - Art and Science: all right, we're gonna talk about subject lines today. This is a very complex topic because it involves something that you may or may not feel comfortable with. Writing more specifically copyrighting. And there is an art and science, the writing and copyrighting and using words to sell its way beyond the scope of this course. There's a ton of information out there, though. Articles you know how to write, subject etcetera. What I will give you are a couple ideas that I've used with great effect and one really important thing to do with subs lines any time you can. So first of all, try to read some news articles about running. Considers Klein's Do that, make some notes whatever to start keeping eye out for the subject lines that you open and then analyze those, maybe even copy, paste those and make notes like, Why did I open this email? What about this subject line? Caught my eye? You will learn a lot from doing that. Three. There are certain tools that you confined to evaluate subject lines and or headlines. A good one is co schedules Headline Tool, which can drop headline in there, and it gives you notes Now subject lines headlines are different, and there's different strategies for them, so you're gonna have to really pay attention. But there is some crossover, and there are certain first principles with writing and getting people's attention that you can use. So definitely check some like that out, the better you can get it writing headlines of better You're going to get at writing subject lines now when it comes your newsletter. This is something that isn't really figure it out and it probably deserves more research, but it's something worth exploring and maybe worth testing. The idea of writing a custom subject line every time for a newsletter is the idea that you want to try to get their attention, get them open your email, whatever. If you're doing like a dealing newsletter or something like that, Daily Brew does that. I think that's probably fine, because I don't think I would open the same email every single day if it was the same subject line but for a weekly newsletter. I've been experimenting with having a standard subject line that just changes based on the date. The reasons this can work is because people get in the habit of opening that email, and it's more like a current addition, just like the newspaper would have a current edition. And people of Siri's, they love shows like any time you can kind of have something that semi regular. It's probably best as far Asimo goes and subject line to keep the same subject line every time. So, like Wild Foods newsletter and then I could always put the date and maybe potentially out a couple called action teasers and parentheses or something, or what I've been Doing with and Fight newsletter is I just It's just the AM five letter dash April 20th 2020. Since I've been doing that for the past five newsletters the past five weeks, my open rates have actually eked up a few percentage points every single time. And so what it leads me to believe is if I commit to this schedule and it's the same thing every time but changing the date, it's gonna build that familiarity in my audiences mind. And I suspect that the people that get used to seeing that you used to opening it will become like the foundation that opened every email, and I'll slowly creep up and add more people to that list. So that's the logic behind a static subject line for something like a newsletter versus trying to make it enticing every single time. Now the final thing that you need to do with your emails anytime you can, it's gonna dependent on the email service. Some do better than others, but you want to a B test. So there are features where you can send campaigns where you get two options. You had an A option in the B option, and it will send half your list to the A and half your list of the B. And there's some that will even use a I to send a small batch, and then it will send the rest of the batch based on the data gets from the initial batch. That's awesome. You should definitely try to use that, but basically you're going to write to subject lines every single email that you're sending , and these are usually one of campaigns, and only if there's any way to do it with automation right now. But that would be a pretty awesome feature if you had a I you put in like five different subject lines for your automated emails, and then this service would just choose the one that converts the most like That would be awesome. So hello, mail temper, Active campaign or Clay Vo? Something to think about every single time right to subject lines. Experiment with one that's maybe shorter and one that's a little bit longer and then see what performs the best and what you learn. If you do this for a few months and you get a bunch of data, you get better at writing those emails to your Your open rates will increase. But also you'll have an idea of whether your audience opens long subject lines or does better with short ones. And in general, audiences are going to lean in one direction. It doesn't mean you can never do a long one or a short one. If the audience likes one of the other, it just means you know where you're gonna kind of skewed towards, and these all subject lining writing subject lines, understanding your audience and what they're responding to, and doing it on a consistent basis is how you're going to get good at it. So that's the thing about seven lines is it does take some practice, and it will be something that you will get better at if you make a point to get better at it. 9. Email Formatting: Now we're talking about email formatting. You want to make sure that your emails are well designed, easy to read, easy to skim and in most cases has as little as much in it as possible. If you're doing a long newsletter and your subscribers get in the habit of opening those newsletters, it is the same format every single time. That's completely different. But for most emails, you want the simplest single called Action and Simple Designs possible. If it's text, you have your salutation, Dear ex whatever, and then you have one or two sentences, and then you have a link to maybe a YouTube video or an article or button to buy now or picture of a product or whatever it is you want a very simple, formatted email. We're gonna go over some examples in this video as well. But always ask yourself, Is this long? Is this formatted Well, and very importantly, did I view the preview on Mobile? You want to see what it looks like on a phone, since most people are nowadays open their email on their phone. And if your pictures are out of whack in four meetings all over the place and doesn't format properly in the Texas going this way. So they have to kind of scroll up and right. You need to reform at it like mail chimp. You create blocks, and then if you have a photo, it will automatically resize it. But there's certain ways where if you drop a picture into text and it doesn't have the same formatting block feature, it will expand so that when you're looking at the email, you see text going all the way over this way in the photo going all over this way, instead of going up and down easy to swipe. You want to have your emails be mobile friendly. They have to be. You cannot avoid being mobile, friendly with your emails and having minimal text and then getting right to the point with either called action or picture or whatever it is that you're sharing with that email that's going to keep 10. Text or Picture emails?: should you send picture emails or primarily texts, emails or emails with text and pictures? This isn't easy to answer with black and white. It's gonna be variable to a lot of things. This is what I like to do. I like to make sure that the intruder my email is text with some kind of dear sir dear wildling or whatever and then a little bit of text intro it. And then, if I'm gonna put like a link to a video, I'll do the thumb now or want to put a picture of a recipe or something, I'll do that. And then when they click on that, it will take them to the piece of content. I would say if we looked at the data, it seems like emails that have kind of one picture do pretty well. So maybe could be a picture with an intro. And I suspect that some emails that have just a picture with not actually any text above because certain email services don't show pictures automatically. I think those emails would probably get more spam replies more unsubscribed because people are opening an email and it basically shows nothing or shows like cannot display image, and there's nothing to Dio. So my strategy, the way that I like to do it, and what I recommend you do as well is you always have text the beginning, just like an email would come from a person with your name, except for on a couple lines about what it's about, and then put any thumbnails or pictures or anything below. Or you could just plain text where you have an email that has a couple lines has a bold linked to the piece of content that's clickable. And then maybe I like to do this, and so we'll talk about in our video. But I like to have a picture of my signature, and that's the only picture I'm gonna put in the email. It seems like those usually show up there really small, but even sometimes those could be filtered and it can look kind of funky. So these are things that you're gonna want to test, that you're gonna want to send test emails Teoh to maybe your phone to Gmail, two different things that you can try to look at the formatting of and maybe Senate to some friends and see how it comes out on their email server to get a lot of data about how best to structure and create your emails. And there's also a lot of research you can dio. Email trends tend to change. So go to Google, find some current email best practices, and then combine that with testing to figure out what's gonna work best. 11. Email Mistake #1 (You must send): So one of the most important mistakes that a lot of companies make is they don't email their list. They collect your email, whether you bought something from them or you signed up for some PdF or whatever, and then they'll send you an email six months later. A year later, they'll decide. Oh, well, we have his email list. We're not using it. So let's just send out an email, and that's just such a bad way to do it. Now, if you haven't done it, you're gonna have to send out those emails. But I would recommend sending out an email kind of letting people know that rather than just sending out one time, 20% off for your order or were making privacy policy update, these things are a joke. The fact that companies actually think this is a good idea This just gives a called action to people to unsubscribe. Now, you're not gonna make that mistake at all because you're gonna start emailing your audience the second they give your email and you're gonna stay consistent with it. I would say a minimum of sending at least once a month, ideally at least twice would probably be best. But if you're setting them at least once a month and they're still with you well, they've gone your emails every month. And if you send them an offer out of the blue or you increase the frequency a little bits not gonna freak them out. When you put people in your email list, don't email at all until you're ready to have a schedule. And then if somebody is opting in for something and you're putting them on your list or if they're doing some kind of transaction where they might forget about you, then you absolutely need to have a strategy for emailing as fast as possible. Because every day that goes on increases the likelihood they're going to unsubscribe, and they're gonna forget about you. And people get so many emails nowadays that if there even slightly confused, you lose them if they don't know who you are, where something that isn't obvious and your email says from Colin, rather than maybe from wild foods and they don't know who calling is. You see how there some disconnect there? You can't confuse people with email, and the best way to prevent confusing them is to make sure that right when they have a transaction with you, they're gonna be part of your email strategy. You're going to send them that welcome email going to send them maybe an email after a few days or five days that follows up on that or provide some value and then you're gonna have them on your newsletter, and you're gonna fall into this nice email relationship where they're used to getting your emails, and then they will build familiarity in time. The more emails you send and then you grow from there. Don't email your customer list things that they don't really care about. You just can't do it. You shouldn't do it. I mean, sometimes there certain legal things where you might have to do it. But it's just a really bad idea. And it doesn't to be a problem for those one of emails. If you already have a strategy and you're already reaching out to your list on a regular basis, 12. Email Mistake #2 (Overload): This is a mistake I see a lot of businesses make when somebody sends up for your newsletter , and if they're signing up for a specific purpose, you should one email them right away. But that email that comes to them should only include the thing they're looking for. So if somebody signing up for a coupon code, the email should be super simple, it should be. Hey, thanks for signing up. Here's your code bold and then a link to use it. Click here and then sign it with you know, your picture and your your signature, like whatever the convention for emails gonna be. And then that's it. Then after that, you get them into their customer journey sequence, which were to learn about and other readers, of course. And then you have your relationship that you start building email after email after email. So when somebody option your list, give them exactly what they're looking for with as little extra else is possible, and then get them into your automation 13. Email Best Practices and Strategies: Here are a few kind of advanced tips. These air good best practices for sending email. These are things that you should do or can test. I'm gonna try to put them all together in one video for time saying so. The first thing is always, always, always, always, always, always, always always. Preview mobile view. Always preview mobile view. Do not send an email without previewing mobile view. And ideally, you're also spell checking and using something like maybe Graham early or the built in spellchecker and the APS kind of range. And how could they do this? Like sometimes mail ship doesn't really do. Don't you click the button. Some other software will actually show you the red. If it's misspelled. There's nothing worse than sending out misspelled email. Oh, man, it's just one of those things. Like it happens. It goes out to 15,000 people. Thousands of people read it and then, like the third sentence in the beginning of the intro is misspelled, or something like that just sucks. So check your emails carefully. If you're big enough, you have a team may be. Have somebody else. We read them. Make sure that you read them. And you always preview mobile to make sure that the images and the text and all the formatting is easy to scroll and responsive mobile friendly that is hugely important. Another tip is to try to send based on time Zone. So there something called Time warping mail Chimp. Where you going to send it like, let's say three PM time based on where they are. I recommend using that feature have you sent at three PM, for example, and that email shows up maybe three. Am I on the other side, the world. If you have global audience or at 8 p.m. Somewhere else, there's too many instances where people don't get that email the best time when they might be in their in box or checking notifications or whatever. It is more likely that they're going to miss your email, so definitely use time zone base. Sending this one is something that's important, and I put up for a long time. I would just use the deer wildling or dear friend or some of the common ones that are more general, but what you want to do in your emails, it would have to go down in the opt in level where you would have to ask for first name and email. I do recommend doing that. Some email forms just for simplicity sake. You add just the email because it increases opt in conversion. But I think any time you can get their name, that's gonna help a lot. But when you send an email you want toe, always address that email to a certain tag that the that the email service has for the first name. So there's like a tag when you say First name. So it'll say Mark Comma body or Colin comma body versus Dear Friend, the diverse between Dear Mark, comma and dear friend. I mean, think about it like if you open that email or letter. In fact, think of about that is a letter. If you got a letter in the mail, it said, Dear friend, you know it's somebody that you don't really know you would know. It's not even a friend. In fact, the more talk about that. I need to remove that from all for Freaky feels there's actually something much to do. List is to put those tags in every single email. I mean we have little like three years of email automation built out. There's gonna be a lot of editing, but it's one of those things that it's just going to increase the likelihood that when they open your email or when they previewed on their phone and it shows you the first few lines . If they see dear Mark versus just dear friend or worse, just like nothing, it's less likely people going to read, scroll, click, commit anything, and that's what people do. You want people to open your emails, you want them to read them, and you want them to take some kind of action. 14. How To Grow Your List: Okay, What about some strategies for actually growing your list? Well, in the opt in portion of the course, we talked about how that optimize become something that is just second nature to you. You know, you talk about it, it's on your business cards under website. It's in your emails. It's in your signature. Any place that you can put that often, you should do that. And then when you're speaking about when we're talking to people, when you're doing interviews were doing videos, it'll just come naturally. Get my daily newsletter over at Colin dot coach, the Friday M five. We get all my favorite content from around the Web as well as any the dealer shows that you may have missed. Go hop on over at Colin dot coach. I promised that off top. My head actually did make one edit that messed up one time. But you're getting a habit of doing that, and you get better at doing that. It will come second nature that is the first most important way to grow your email list is you have to tell people about it. You have to call them to act, and you have to give them a reason why they should act. That is gonna be the 80 20. If you just talk about it all the time promoted and asked people to get it. You'll call your email list all the other stuff, our tactics that will bring you result, maybe here and there. But most of that, I found it's just fluffy marketing stuff that doesn't really work or maybe doesn't really work as effective markers would have you believe. That said, there are a few ways that you can go analyst, and I'm gonna mention them here. And then you can find other ways, obviously online and do a lot of testing and tweaking for yourself to figure out what works for your list the most. The first thing is, have the cold action everywhere. Like I said, signature YouTube video. We do an interview come prepared, even if you have to write the script out so you can talk about it. Whatever have it everywhere for people to click and find also have a good called action about why they're going to get it. Hey, join my email newsletter. That's not a good called action. Nobody cares. Give them something like a free template. Pdf a download. A reason why they don't want to miss the certain episodes, just something of value to where they're gonna want to join that email list. The second most potent way to do this is when you're doing live events is to have a clipboard or some kind of input to get people's email in exchange for something. So this is basically an opt in in real life, and it is so potent and so valuable and so underutilized. Most companies don't do it. I've been to bunch conferences and events with brands, and very few make a conscious effort to collect emails. You give him something. Sometimes I'll just give you the email just because they like you or the earth, give a sample. Whenever there's so much opportunity here, you just have to make it a email. First, opt in first focused approach so that your asking again you're asking because top of mind, because you know that it's important you won't grow your email list if you don't make the connection your mind that it is important that you get their email so that you could develop a relationship with them. and email them on a regular basis. That is the first principle you have to think in email. You think in value in building a list and building an audience, and then you will do it. All the other stuff means nothing. If you don't have, that is the first principle. 15. Congrats: all right, That's gonna be it for this email course. There's a lot more we go into, but this is a basic email courses of the foundation. So what you want to do is you want to focus on these foundations, you want to build your routine and you want to never stop emailing. That's gonna be the key to long term success. Everything else, all the hacks, all the tips and tricks, all the apse, all the new things that come out, all the trends. You could ignore all that until you have your baseline foundation down and until your email and consistently and people are opening consistently and you have a clean list because you're emailing it. Nothing else matters. So focus on the most important thing that matters and get that newsletter going and then get a couple emails on top of that every month and make this your foundational schedule, and then you can grow from there. If you need to reach me or you have any questions or comments, you can reach me at college at wild foods dot co Leave. Review. If you appreciate this helps other people find this emails a big important topic and a lot of people do it wrong. So I really want to reach more small businesses with this idea because this is just a game changer for businesses that aren't emailing. It's so important. And I hope you do something with this information today and remember, get that schedule down, get emailing and don't stop.