Using Email Marketing to Help Build Brand Community | Porsha Thomas | Skillshare

Using Email Marketing to Help Build Brand Community

Porsha Thomas, Founder at GOWRKGRLS™

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7 Lessons (41m)
    • 1. Welcome!

      1:55
    • 2. Project: Build a Welcome Email Campaign

      1:10
    • 3. The Importance of Building Communiry

      9:59
    • 4. How to Create a Content Strategy

      11:41
    • 5. Personalizing Your Message

      9:50
    • 6. Analyzing the Right Metrics

      5:58
    • 7. See you!

      0:44

About This Class

Learn the value of community-building and how easy it is to create brand loyalists by putting a little effort into your email marketing strategy.

We'll run through best practices to create content your customers want to consume, review tactics to engage subscribers using email marketing automation and hyper-personalized messaging, and we'll go over why (and which) campaign metrics should drive your email marketing strategy.

Students who complete this class will be able to apply these tactics to other parts of their digital marketing strategy, such as creating a data-driven content strategy for social media. 

An account with an email marketing service provider such as Mailchimp or Klaviyo is required.

Transcripts

1. Welcome!: Hey all, I'm Porsche Thomas. I'm a content marketing strategist, and I am the founder of Business Development Consultancy, based in Atlanta, Georgia. Go work girls, aka Work Girls. We help women business owners build, expand, implement and measure the effectiveness of their branding, marketing and sales plans. We do this one on one and then also through group planning sessions with groups of about six women every five weeks or so, helping them to refine their offering, build their audience to find that audience first, and then also create content that makes the audience member convert to a community member because they're different. Previous to go work girls. I was living the agency live helping e commerce brands and lifestyle brands, built community and drive revenue with just a little bit of effort into the email marketing strategies. That's what we're gonna do today. But I learned from working at the agency was that when people went on your side, just 3% of them are gonna buy anything right away. 47% wanted by, but they're not really gonna do it yet because they want to get to know you better, and 50% are never gonna buy, but that's okay. This course is going to focus on that 47%. So this course is for business. Owners are marketing teams who are looking for strategies to engage that 47% who were landing on your website and want to get to know you better. And we're going to do it using a marketing. We're going to talk about content, content, content, content because that is really how you engage. We're gonna talk about how to figure out what your community members want. We're going to talk about Nemo marketing automation. So once you get that content down, we'll talk about ways to turn it on. So it's always going. So you're always delivering the same great experience we're gonna talk about email list segmentation, email list limitations, gonna help you hyper personalize your message because not all community members time Same. So you're gonna want to speak to them in a way that really resonates with them while you're showing them your offering. And then we're gonna talk about campaign metrics because data drives everything. So you're right. I'm ready. Let's start 2. Project: Build a Welcome Email Campaign: Let's talk project So you guys are gonna be creating an automated welcome email campaign. Welcome. Emails, I believe, are one of the most important things that you can put in place for your email marketing strategy. And they're excellent because they've got a 45% open rate, which is really, really high. You'll learn more about that once we get into automation in the course, but they're a great way to build meaningful relationships with your audience, and you only have to do this once until you update your information. But you only do it once, and it's got a really great engagement rate. Make sure that you have an email service provider plan that allows you to do automation. Some of them you might have to upgrade, depending on how many emails you want to be. Part of this, Siri's Also, you might have to upgrade. I'm only asking that you guys create a one email welcome email campaign, but you are welcome to do more. The information that I would put in this campaign is going to be if you're giving and offering. So if you're offering 10% off something or you're giving it downloadable make sure that that's in this campaign or if you're just giving a glimpse into the brand, meet the founder, meet the team. Welcome to our world. That's great, too. Can't wait to see what you guys come up with. 3. The Importance of Building Communiry: So we are talking about building community as a brand, using our email marketing strategy to kick it off. We'll talk about what building community even ends and why should we do it as a brand or business in general, Community provides people with a feeling of belonging and connection with others based on shared interests or characteristics. Those two words belonging in connection are the key here. Just off the top. Go work Girls is a community of women entrepreneurs. That's our common ground. That's what brings us together. And we're all different types, which will get into later when we're talking about audience. But for this purpose right now, it's just are based community. We can all connect on being women business owners. Building the community as a brand is perfect because it allows you to build relationships with your customers, right? So where trying to find a way to build trust with the folks that were asking can we solve your problem? Because that thing that you're offering in your business or brand is a solution to a problem. In order to have, um, trust that you can solve their problem, you need to build the relationship from the ground up, and so trust drives the revenue. If they trust you, they're gonna purchase your product or your offering. That's the reason to build brand community. Now let's talk about a community versus an audience because they are two different things and we're looking at audience. It's gonna be the wider pool of people who are interested in your your offering. If you haven't already, I highly suggest creating a customer avatar here. Um, a customer avatar is gonna be the blueprint of the person that you're gonna target with your offering. It's great to put, like, go deep whenever you're doing your customer avatar. What's the person's name? One of their demographics. What their lifestyle choices. One of their favorite books. What's streaming service did they use? I'll put an example in our resource is section of sample questions. Tow em to ask or to to use to create this avatar. But it's something I highly recommend you do is it's gonna give you a really great blueprint to figure out who your audience member should be. Who is the person who's going to buy your product? You know, for a community, this is an audience member who's converted. So if they have bought the thing, or maybe they're not quite there yet. They have signed up for the email newsletter. They've joined you on Facebook or Instagram. These people are now part of your online community. These are the folks who, as you engage them with content that they find valuable, which in the coming section will talk about how to do that. They are going to build trust. They're going to be supportive whenever it comes to new offerings that you're launching. Or maybe they could say, like, Hey, this isn't your brand. This doesn't match. You may be below ground You. They look forward to receiving your content. This is a really big one. However, you decide to distribute the content that you put out, they will be looking forward to receiving it on that platform. It's a black post. It's a newsletter. It's long form captions on instagram. These are the people who were going to be on the lookout for what you're putting out, which is great. They also provide feedback to help you run your business better. So in my case, I love to do surveys. I always ask my audience what type of content they're interested in for this season, or when we had a major change in the economy with Kobe 19. What is it that you need as a business owner? Right now? That helps me Dr My content strategy and so feedback is a great thing that comes from people who are actual members of your community because they're already invested in what you're doing. They want to see you do better. I want to see your business run better. 61% of small to medium businesses report that half of their revenue comes from their repeat customers. So this is why it's so important to make sure that you're engaging the audience members that you have and the people who are part of your community. It can cost five times more to acquire new customers and to keep your current ones. And, of course, we're always one to acquire new customers. We wanted also put together brand awareness campaigns, but that in saying brand awareness campaign that could involve a lot of moving parts that need to be paid for. And so you wanna again make sure that you are still delivering the same amount of customer service and value to your repeat customers or your community on line. And how can we do that? One of my favorite ways again. There's several platforms for you to use to build this relationship with your audience, so they become community members. But my favorite platform is email. One of the reasons is because I'm a writer. I love being able to express myself with words, and so email is a great platform for me to do that. You could do the same thing on a block. You could do the same thing on a podcast instagram long form caption, etcetera. But my favorite reason for email is because as a marketing person, you want to meet people where their act. So your meeting them where they're at in the end box because everyone's got an email address. I think it's something like 72% of people who have an email adults I prefer to be marketed to in their inbox, and they're already accustomed to it. So, as opposed to you, put in your ad on social media where they're going to be social. You can just chat with them for free because you're not necessarily paying to send them an email. I take that back. You'll get a higher return on your investment. I take that back because depending on how big your cat is, you might definitely be paying for them for email. But it's a better return on investment because you are marketing the people who expect to be marketed to whether at, and they are, in fact looking forward to that. You can tailor the message to specific audiences with email. So one of the things we'll talk about in the later sections is audience segmentation. My audience for go work girls is more than one type of person. My community members, I should say, because that's what we're talking we're talking about here. So it is a woman entrepreneur who's just starting out. She hasn't maybe been in business six months or she's still thinking about what she can even do in the other audience segment that I have is a woman who's been in business for Max seven years, and she's trying to figure out how to breathe new life into her business. Maybe she's launching a new arm. Both of them are there because they need support from the community. They both want to celebrate their winds with a community of women who are like them, but they are there for different reasons as well. And so, with email, I'm able to put them into different categories and send them marketing messaging that specific to their needs. That's one of the great things with email. It's a perfect way to personalize, and we'll get more into that. And speaking of personalization, email allows you to track an individual's email activity really, really kind of my Consider this kind of creepy. But, hey, we're trying to sell our product here, right? So let's say that you and e Commerce Merchant. If you are using an email service provider like Clay Vo, you'll be able to really dig deep. As far as your metrics go like you can set up a trigger, an email automation that triggers whenever someone views a certain product on your site. You know you'll be able to track when people are on the website what they're looking at, and I'm sure there are other acts that do this as well, but claimed he was the one that I've worked with personally, so those that will be my example for a lot of our lesson here. But just it's easier for you to send a targeted message to somebody if you know what they're already looking at, which you'll know because an email activity. If you want to send the same thing that your marketing to your social media audience, you don't know who that's going to net. But if you know that someone's been looking at this and you can send them an email targeting them that says, Hey, I know you were on my website Why don't you give a second look to this? I know you guys have gotten those kind of e mails. You can do it yourself. We will talk about it. That's going to be a targeted marketing message. So that person is higher to convert its a higher chance of Bill convert, then you just blasting it on your social media. So that's one reason. And then my last reason before we get into the next section is that your brand personality can really shine through whenever you're using your email. We like to talk about um, brand storytelling, making sure that you're able to showcase your value you know what are the features and benefits of your brand or business? You can do that very easily. An email One reason is because email is an owned marketing platform. That means you own the way that you come across to your audience members with email. If you are maybe like an e commerce merchant and you're selling on a platform like Amazon or etc. You really can't showcase how your brand is because you're part of another community. You know your time to that structure. You can kind of branded a little bit and, you know, kind of have your personality shows through with copy. But overall, that's their platform, and you're just a person on it with email, it's your platform. Fully. You are fully owning how you come across to your audience. You can do whatever you want, depending on how you have your messaging is. You know, E mail is just a great place to show who you are and to continue being able to build that community, build relationships with your customers so they get a shine and see that IHS and that's it for this section, guys. So I will see you in the next section. We're talking more about content, strategy and how to build one. In the meantime, be thinking about your brand. Pillars will get into content pillars. But what are the pieces of your brand that are valuable right now? One of the features and benefits? What problems are you solving for your customers and we'll talk about communicating. Those problems are communicating those solutions to them in the next section. 4. How to Create a Content Strategy: we are now going to jump into the content strategy part of this course and why content is so important. We're going to talk about indicators at your content is off, which is the basis of this beautiful slide here. Basically representing that, you can have content that you think is valuable. You think it's gorgeous and beautiful, but if nobody is paying attention, it's not resonating than it's just some beautiful trash. And so we're gonna talk about how to avoid that. But also what indicates that, right? So let's get into the next slag when we talk about why content is such a big deal, content is a huge deal because it's how you sell without being sells. E. I'm a person who loves a soft sell. I don't really like being bombarded with information. I know most of us don't in this day and age of digital living, and so content allows a creation of an experience. So think about if you are shopping at a retail store and say you want a T shirt, you're gonna walk into a store and the sales person immediately jumps up, and it's like, Hey, I have all the best information on a T shirt. You need it right now. Here it is. Come over here. Follow me. Do this. Do that Eventually going to be like I have to leave the store because this person is driving me crazy. This is not how I want to be sold to. It's not how I want you sold to, but imagine you walk into another store and it's really chilly, like the music people are like, Hey, how's it going? If you need anything, let me know. I'll be over here. I love your shirt. That's a little bit of extra out of value. You know, you'll be like, Oh, thank you. And maybe they offer you something because there's a pop up going on there like here's a glass, apply and have a cupcake. Just walk around. Chill out. You might not buy anything from the store that day, but you don't remember your experience. And so the next time you are in the market for clothes, you'll probably go back to that store as opposed to the store with somebody was like in your face trying to sell you something. So that's the preface of content. What good content does it provides an experience for a customer, makes him feel like this is good. I'm vibing with this place, like the brand. I like the ambiance of personality. I'm gonna come back here. That's what your content will do for you. It allows your audience to relate to and engaged with your brand. So if you are putting out very personality driven messaging, it's going to create the avenue that allows you to build that relationship that you want with your brand with your customer side. It's also going to help your audience cycle through the buying journey. The buying journey is the first entry point that someone interacts with your brand, so it could be like they found you on Instagram. They actually were doing a Google search, and they came up because you have a block post that's relevant to whatever they were searching. However, they interact with you until they get to the conversion. So they actually say, I'm going to go ahead and solve this problem that I have by purchasing this product or pursing this service. That's the customer buying journey, and so you'll want content that cycles them from the beginning of that to the end, and we'll talk about how to do all that with email marketing today. But first, let's talk about how you know if your content is trash, how you know that stuff is not working out Well, it's gonna be all based on engagement if you are already sending out emails and you notice that you do not get any open rates. Whenever you send an email about this particular topic, people are 11 that topic. If you notice you send an email and no one clicks on the links that you have that are pertaining. Teoh Wellness. No one wants to hear about wellness, right? If you have a product that you are really trying to sell, and no one's engaging with that product, we probably don't want. So the major indicators are gonna be low engagement on whatever it is that you're sending. If it's a block post, it's not getting a lot of use. You know that's gonna be something that you're gonna want to tweak. The good thing is that this type of data is good because it is gonna help. You know what not to do. It's always great to test things out and so just consider this a test. It's not a big deal of the engagement is low right now. It's fine. We're gonna talk about what you need to do to actually create eight something that folks want to hear and how you can actually provide some value. And the way to do that is your brand story. So the key differentiator between you and your competitors is always gonna be the brand story. Think about this. Go Work. Girls is a business development firm, but we're also a community for women entrepreneurs. There are a ton of communities for women entrepreneurs, a ton, a turn to 10. And so how do people engage with my community? Well, it's the brand personality. I like the seventies. If you look at my brand and you can see it's very disco inspired, so you're going to be someone who likes that. If you want to be involved with go work girls, you're gonna like the services that I offer. Ah, lot of brands may offer a different type of strategic planning session, or they have different. They have different experiences that create different types of services that they offer. So view whoever is resonating with that in your audience is going to be the reason they are part of your audience. And so my little solution here are my my edition problem brand personality Plus the solutions you pride provide are your unique selling proposition. Unique selling proposition is literally what makes you different from your competitors. So if you think about your background story, the band, the brands background story, um, why resonates with you? You should be able Teoh communicate your why or the company. Why, with the solution ship providing to the audience member or the community member so that they can then okay, yeah, this is who I want to work with this So I want to shop with And so let us talk about creating a content strategy and what all goes into that so some of the things that you will want to provide for your audience when it comes to content is gonna be letting people know how they can use the product or service letting them what? Letting them know why they need the product or service, letting people know the benefits of the product or service. What are the features, features and benefits are a key thing. That's what folks always want to know. Um, what are people saying who've already bought into the product or service? Folks want to know that, too. What's gonna happen if I use the product or service. You know, these are all the type of questions that you can answer with content. And so the first thing to do with this is again. Look at your brand story. Look at what you're offering. Pull out the futures and benefits of what you're offering, and from that you're going to create your content. Pillars. Content pillars are topics or themes that create the foundation of your overall marketing strategy. So if you are a company who sells mattresses, one of these online matches places you can say we sell mattresses since we sell mattresses , weaken right about a mattress, weaken right about mattresses being for sleeping. So let's write about some sleep. We can say that sleep is related to people who get up early so we can write about early risers. The topics can go on. The thing here is to focus on what are the key ways to communicate how your product solves a problem for your audience member, and it's better to do that in a way that is educational than just hitting them with. Like you gotta by this. This is why it's great. It's on sale today. No one wants to receive those type of emails. Those are what get, you know, get you on subscribes. And so you want to think of a way to tell the story of your brand. Tell the story of your product. Using content, solve problems. What type of problems are your customers having right now? How can you help them? This works and block post this works and newsletters. This works on social media. As long as you are solving a problem, you are benefiting someone for go work girls. I could do a block post about how to create a content strategy that would be something that is valuable to my audience. And then, if they don't want to do it themselves, will just hire me to do it, you know? But they'll have Googled. How do I create a content strategy, then? Ago, work girls block post pops up, they read through it. They're like, This is cool. I'm gonna hire her to do that that's how that's how that would work. You also are gonna want to determine the best platform for your distribution of your content. So again, the newsletter block Post Instagram, however you choose to distribute. I, of course, like I said, prefer the email situation. But you can cross promote your information on multiple platforms. Whatever works on Instagram possibly could work on email. It's up to you to determine and to test, and we'll get into the metric section for that soon. The other thing I want to say here is to think about when it comes to the platform. What type of content is going toe work value on instagram might be different than value in your in your email newsletter, and I say that to think about. If you're on instagram, there's a square. There's an image, so whatever you're promoting needs to be very quick. It needs to be shareable content. Something that people want to engage with in an email value is a little bit different. You have more space, you can talk more, you know our talk, you know, right longer. It's a different platform so that how you distribute the content does does play a role in the messaging that you are trying to put out, but it also has the ability to be across platforms as well. And another thing you need to dio when it's time to create content strategy is get some feedback. I stated earlier that I really love putting together surveys and asking my audience members What, this that paddle I help packing A. You know, all that type of stuff who might even talking to you can do demographics so that you can learn more. So your customer avatar. You can validate that our refine it surveys and feedback is what's gonna help you drive your strategy. Data is everything. I cannot stress that enough and so create surveys. Pay attention to what your customers air saying, If you choose to say one of your avenues is like the webinars, you know, that's like a live way to get feedback on the content that you're putting out. Even in an email sense, you could say reply back if you whatever So just always be thinking about creating the content pillars. What are the foundational things? Values, features, benefits of your brand that you're going to promote where your overall content strategy solve the problems of your customers. How can you help people always love helpful folks? We all know that. Think about the best way to distribute your content. And don't be scared to get that good feedback. And so, in our next section, we're going to be going over how to personalize your message and how to automate and segment your email list, so I will see you guys in just a bit. 5. Personalizing Your Message: Okay, We are talking about personalization right now to day, so email is great for this, right? I think I said earlier. One of the reasons I truly love email marketing for community building is because you're able to personalize your message really easily. You can implement an email, this segmentation strategy, which will get into on the next slide. Or you can dio email automation, which is also wonderful. We'll talk about the other thing about personalization is merged tags. And so, depending on you know who your email service provider is, it might be a little bit different on how you insert them. But this would be in the copy whenever you get an email. That's I Hey, and it's your first name. They're using merge tags. And so that's another tactic to personalize the message. But for email list segmentation, you're thinking about how segment your audience for good work girls. I have two types of audience members. They're either getting started. It are making a pivot. I want to make sure that both of those people get different marketing messages, but I want them both to know that I'm here to help both of them for email. Automation. Someone comes to your website. You have an email, less collection. Pop up. They sign up. They automatically get a welcome email. That's like, Hey, here's my brand. Check me out. Here's what people are saying about how awesome I am. You're automatically creating that avenue for the relationship to build, and you're not even doing anything because it's already automated, right? The great thing about personalization is that helps your customer move through the buying journey, but in a way that's really like relevant to them. You know, if I have a brand new entrepreneur on a certain list, all the email that I sent to them is really Taylor To them, that's going to be more make the more inclined to convert. So let's discuss some segmentation. Okay, so one of the easiest ways, obviously I think to segment is by demographics. Some of the retail brands will segment based on who's shopping where ladies, men, whatever geographic location you can have. I'm based in Atlanta, but I have members who are in L. A and also in New York. If I'm going to L. A or New York, I'm going to make sure that my emails are going to those audiences as opposed to the Atlanta one, because it's not relevant to the Atlanta people and you want to keep your subscribes, Keep your subscribers on your list. If you're sending information that's not relevant little unsubscribe, you can also segment your audience based on behaviors. So I really think whenever you're in e commerce virgin, you can see this may be a little easier. But if someone shops your website or they're looking at the website and they are viewing certain products. If you sell a certain category of products and you notice that these folks are always buying stationery as opposed to buying your home goods, then they can go on a stationary list. And then, you know, every time you get new stationery in your sending them new stationary, as opposed to the people who buy other stuff, you know, the next thing would be quiz and survey results. So for myself, I take a survey, give a survey and asked my audience members, Hey, what information are you interested in learning about or tell me something that you really need in your business right now? That would be a better way to frame that. What something you really need in your business. And they would say, Oh, I need new clients. Um, um, I need financial planning. However, many answers I get, I will put those books in different buckets if it's enough if you have enough common responses, and that's probably a good segment of your audience that you should be paying attention to . So think about that engagement. This is excellent for when people are opening emails or what they're clicking on. You can create a segment of people who haven't opened a name A from you in the last 90 days . That's a group of people that you might want to send different messaging to than people who open every single week. Think about past purchases. If you are proud, cross promoting, you can save for ago. What role? As an example, I've had several people who passed through my dear Why branding strategy. Now I want to market them d i y. Marketing strategy because it's time for the next step, so I would put those past purchasers in a different segment. London For time, you can think again about maybe how long it's been since they've purchased something from you or how long it's been since they've engaged with an email from you. Maybe it's an anniversary. So it's like, Hey, you shopped with us a year ago, you know, here, Oh, it's your birthday there different ways that you can segment by that instant Automated emails and a pro tip Here, start your audience segmentation. As soon as people begin signing up for your list, you do not want to be going back trying to segment Folks have already been on the list cause you're probably missing information. You want to ensure that the builds are correct in the form. So if you want to capture worsening so that you can insert first name merge time, make sure that the first name is required. If you want company name, make sure that's required. But ask for all the info that you need up front on your email list. Sign up. Now let's talk about automation. Some of the things I was saying with the time segment, those air some automation that could pop up. So let's talk about how to add automation easily into your email marketing strategy. I chose the ones out of the most engaging, so welcome. Email. Siri's has, like 40% open with 45% open rate. That's huge. If you know depending on your industry, 12% might be amazing for your industry or maybe 1920%. But 45 is amazing. That's high, so you definitely want to incorporate a welcome email. Siri's into your email marketing strategy because people opened those, and it's going to get your audience accustomed to you, seeing you in their in box and giving that they'll be on the lookout for that. So make sure that you incorporate an email. Welcome serious if you don't do anything else, I'm saying. Today, if you are in e commerce, merchants and abandoned cart, Siri's is going to be also beneficial. And maybe even, I would say crucial for business. Any 1.4% of abandoned of carts are abandoned on the Internet, so you're able to recover that revenue. If you make sure that you've got an abandoned car female in place, nurture email. Siri's Remember when we're talking about your content pillars and what are the things you can send that are valuable and what's educational that you can teach your audience about how to incorporate Hajto, interact with your brand or you're offering, that's what. The nurture email Syriza's four. So let's say you already writing those type of posts because you're sending campaigns about them or writing block post about them. You can take that information and put that in a nurture. Email Siri's so the way I would suggest doing it, I signed up for your list. I get a welcome email, a cycle through the welcome email. Siri's The welcome email could have anywhere from 1 to 5 emails. It just depends on your business. Um, I would say three is a good number for that. You have a welcome email that's like, Welcome to the party. If you're giving away a promotable or you're giving away a discount that goes in that email email to the glimpse behind the scenes. Who is running this place? This is us. This is our team, you know. Three could be social proof. Here's how people feel about us. Come shop with us now, or it could be. Follow us on social media, whatever makes the most sense. The nurture. Siri's starts after that last welcome email, so whatever that is if it's cycles throughout a week, then the nurture email starts the week after that. You don't want to give too much too much. You don't want bucks bombarded with information, but the nurture email would begin and pick up on the educational piece of your business. So if you are selling spices and you are going to teach folks some education had used these in there cooking than that would kick off your email for the nurture. Siri's and a reengagement campaign would be like saying the 90 day group, whose in a segment you send them a welcome I'm sorry reengagement email saying, Hey, we haven't heard from you in a while. Here's a coupon to shop our website. The other thing I would do with this reengagement campaign type of, um, automated email is automata way for them to get off your list. You said that you send this campaign and then say I will send the 1st 1 That's like, Hey, here's our discounter We haven't heard from in a while. Do you still want to be on this list? I might send one more of its automated and then if they don't treat if you put in a condition that if no one clicks are opens, you know one of these emails, they're suppressed or their unsubscribed. That would be something that's really quite technical, that I'm just saying right now on this course, But I checked with your email service provider about how to implement a flow like that, but that would be a really great way for you to clean your list. Email list. Hygiene is a thing. You definitely want to get people off your list who don't want to be there. And so that would be a way to do that. And that kind of leads us into the next section. So in the next section we're talking about all metrics and we'll be talking about and subscribes and how to tell what is working and what isn't. And we can discuss more about email list hygiene there. But in the meantime, I were you guys. I would start thinking definitely about ways that you could segment your audience. What makes the most sense for your industry started thinking about the content that you can put into a nurture email. Start thinking about the content you can put into a welcome. Email Siri's and start thinking about whether it makes sense for you to abandon cart or not . That's all I have for today. I'll see you guys in just a little bit. 6. Analyzing the Right Metrics: Alright, guys, we're just about done. Let's now get into monitoring campaign metrics and list metrics, and there's going to be the driving force for you to know what's working with your marketing strategy and what is it. So you really wanna pay attention here? The metrics that you should be looking at when it comes to your email marketing are your open rates to begin with. You know, we know you'll be sending different types of campaigns, and the rates are gonna be different every single time. You should look at your industry benchmark, and I will include in the resource is Section two of the sources that I use for this, but there, once from male Chamberlain's from Clay Vo, look at your industry benchmark and see what is normal for your industry. Then you consent ical. We're gonna try to hit this number or vehicle to try to pass that number, but that's the member you want to be looking at and determining what's working. So look at the open rates from your own campaign. See how it's compared to others in your industry, but also see how it compares to the other campaigns that you've said if you noticed that whenever you send emails about a certain topic, open rates are much higher than Nikki. Send on this topic. Or if you notice when you send emails at six o'clock on Wednesday, your open rates are much higher than when you send it. Monday at two o'clock. These air things to help, to tweak, to help you figure out what's gonna work for you and your audience. Think about the links are click. Look at that rate. Notice that whenever you this last campaign, you didn't have that many links. Click. There were that many people on your website. What did you include in that campaign that was different? What was different about that time that was sent at what was different, really, really about the content of that email? Because that's really what the links being quick tar right? What was in that email that was different than another one? Think about your unsubscribe rates, um, unsubscribed Good. I know that it probably is like, Ah, man, folks unsubscribed. You do want people to get off your list who don't want to be there, so don't be discouraged. Whenever people that subscribe you do want to pay attention to when they run. Subscribing though, Did you send a certain topic? And you notice every time you send this theme or this topic, you get a bunch of one subscribes. That would be something to, you know, pay attention, Teoh. Have you noticed that anytime you send an email at a certain time, you get a lot of that describes again the variables you're gonna be playing, what they're really gonna be like content and then timing. And these are things that you'll always be playing with when it comes to email. Also, you can see with the personalization. If you sent an email and you left out and merge, tag about was would have been like a Porsche. Whenever I first open, you can play with that. A. B testing is really something that I would recommend for your email. And again, I'll put put All the resource is here in our in our resource section. But try to learn about a B testing and also the what's normal for your industry conversion rate is obvious where all business folks selling things. So if you send an email, pay attention to how long the talent it takes to convert or the rate of conversion. Most email service providers have a certain day of how long it takes that they count for conversion. They might be between three and five, so I think that's something that you can control two on the back end. So that would be something I would work on. And then think about the how faster list is growing. So this is again another place to a blood test. There are two places on the Gore Girls website that you can sign up to join a list. The first pops up, and it offers something of value. It pops up, and it's like snagged this email marketing strategy because that's my thing. That list gets so many more people added to it than my collection at the bottom of the page , which is join my newsletter. That's not enough. That probably gets two people a month. The other one gets 28 months. You're definitely gonna want to test the words that you're using. The collection that I have, the email papa collection that I have wasn't converting as much before. I change the messaging, so that's something you're gonna wanna play with, but it still is offering something of value. Folks want value. That's how they're going to give you their email address. That's how they're going to you. Providing value was how they're gonna trust you. More people are trusting of me giving in that email marketing strategy. Then just tell him to get on my list, right? I'm building better communication with the folks who were coming for that email marketing strategy. So think about that. Okay, guys, and that wraps up our metric section. Feel free. Teoh, reach out. If you have thought your questions or anything specific to your industry, I'm happy to help out. The main thing to think about in this section is looking at these numbers to see what's working for your strategy and what isn't and thinking about ways that you can tweak your tweaks. We're going to be happening again with time. Certain days is better. It's It's better at a certain time of day, and it's gonna be happened with the content that you're sending based on what people are clicking. Based on what people are opening, you're going to want to think about your subject lines. Are those engaging one of the one of the tips I can give depending on your industry again, it might not make sense, but emoji has a very high open rate for some reason, So if that is something you can get away with, that's a good idea. Um, again, in the resource section, I will put some more thoughts down about ways that you can tweak subject lines. Also tools that you can use to check whether your email is going to be spammy or not, because you definitely don't want to put all this hard work in. And then your emails are going to Spam, and I think that does it for today. So thanks for jamming with me, guys. 7. See you!: all right, friends. We made it to the end. That confetti on that picture is for you because you completed this course by now. Hopefully you're feeling stronger and knowing the difference between an audience and a community member, I hope you're feeling stronger on how to create a content strategy. And I hope you're feeling stronger knowing that once you have those things, you really need to tailor your message so that your audience understands who you are. What? Our audience understands what you're trying to say to them in a way that truly resonates. And I hope you have small clarity. Arm the metrics to drive your engagement. So I'm your questions. Thoughts, help with your project. I can't wait, so see, assume.