Digital Marketing: Email Marketing for Beginners | Phil Ebiner | Skillshare

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Digital Marketing: Email Marketing for Beginners

teacher avatar Phil Ebiner, Video | Photo | Design

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

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

    • 1.

      Basics of an Email Marketing Funnel


    • 2.

      Recomended Email Marketing Tools


    • 3.

      Create an Irresistible Lead Magnet


    • 4.

      Where to Add Opt-In Forms


    • 5.

      Segmenting and Tagging Your Subscribers


    • 6.

      Email Sequences that Work


    • 7.

      Write Better Subject Lines


    • 8.

      Use Analytics to Improve Emails


    • 9.

      Case Study: Getting 100 Subscribers in Less than 1 Week


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About This Class

Learn how to do email marketing for your business with this digital marketing mini course!

In this course you'll learn:

  • How to create an email marketing funnel
  • Recommended email marketing tools
  • How to create a lead magnet
  • Adding opt-in forms to your website
  • Segmenting and tagging your audience
  • Creating email sequence
  • Writing better email subject lines
  • Analyzing your emails to grow

With case studies and real world examples, you'll learn how any business with any budget can properly utilize email marketing to grow your business.

This is one mini-course in a larger digital marketing class taught by Phil Ebiner & Diego Davila - most of which can be found here on Skillshare.

See you in class!


Meet Your Teacher

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Phil Ebiner

Video | Photo | Design


Can I help you learn a new skill?

Since 2012 have been teaching people like you everything I know. I create courses that teach you how to creatively share your story through photography, video, design, and marketing.

I pride myself on creating high quality courses from real world experience.


I've always tried to live life presently and to the fullest. Some of the things I love to do in my spare time include mountain biking, nerding out on personal finance, traveling to new places, watching sports (huge baseball fan here!), and sharing meals with friends and family. Most days you can find me spending quality time with my lovely wife, twin boys and a baby girl, and dog Ashby.

In 2011, I graduated with my Bachelor of Arts in Film and Tele... See full profile

Level: Beginner

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1. Basics of an Email Marketing Funnel: Welcome to the digital marketing masterclass. Diego and I are so excited to still have you in this class, and we hope that you've been enjoying it thoroughly. So the next step in this digital marketing world is setting up your email marketing system . Email marketing is so important for me, it's still the highest converting tool, as compared to social media or other content marketing like YouTube or blawg writing. So it's so important. As you get started to start collecting email addresses. That's what you actually do. The basic process is getting email addresses from people and delivering them contact not on Leigh sales content, but also educational content. An inspirational content. What do you do when you wake up in the morning? Most people still, even though you're checking your instagram, your Facebook and everything else, most people still check their email address and their email addresses a little bit more private, then say social media, and that's why I believe it converts a little bit better because they're getting messages from people that they, like, know and trust, unless spam, of course. And that's not what we're gonna be doing. Hopefully now you understand that email marketing is important. How does the basic email marketing funnel work? First, let's understand just how a marketing funnel works in this first top of the funnel. You have awareness. This is people who are aware of you or they become aware of you. They search for something on Google, and they end up on your website or they type something into YouTube and they find your video or your block article or something else. Some on social media, they become aware of your brand. This is the biggest part of the funnel. From there we go a little bit further and fewer people become interested in your product or service. These people start to spend more time on your website or reading your content watching your content, and they're starting to get interested in what your product could do for them. At some point, they have to make a decision, so they're deciding whether to purchase or not. And hopefully you're helping them to make that decision, reinforcing that you will solve their problems and then lastly, they take action and they buy or not. And so the smallest part of the funnel are people who have actually taken action. The goal is to work people through the entire final. How does this look like with email marketing while you have people who become aware of you ? And then you send that traffic, whether it's through YouTube or really social media or really wherever, but you send that to an opt in form. You've seen these all over the place. You see on websites where they say, Sign up for my newsletter or sign up to get a free book or sign up to get a free course. That little box of that little form where you submit your email address is called an opt in form. And these often forms can be created using the email suck marketing service that you choose , or sometimes with different website builders with different plug ins. For example, on a WordPress, there are many plug ins you can use to customize how an opt in form works. Or if you're a Web developer, you can actually customize and create your Web. Your email opt in box from scratch. But that's not what we're going to be doing in this class. The leave magnet is a very important part of the option funnel and it's not really the next step in the funnel, but that's what you give in exchange for someone's email address. Sometimes you don't really need a lead magnet. All you have to say is that, hey, join my newsletter and I'll send you emails when there's something of interest. Other times it's more specific. Join my newsletter, and I'll send you a weekly email with new tips. Other times it takes a little bit more work to get people toe, give their email address to you. After all, it is privates. And if you're like me, you don't like giving your email address of way all over the place. You don't want that kind of span, so that's why you have to give something of value away. And that's called the lead magnet. And we're gonna be talking about the tools you can use to build lead magnets and the types of lead magnets in a couple of lessons. After they've submitted their email through the option form, you run them through a sequence of emails. Now this sequence could just be one email, but ideally, it's multiple emails, and that leaves them to the sales pitch and your offer for your product or service, and ultimately, that's where they make their decision and take action or not. That's basically how an email marketing funnel works. But how do you drive people and get them on your list? Well, there's two big buckets in two big ways. You do it content marketing in paid advertising. So with content marketing, we're talking about YouTube videos, blogged articles, creating some sort of interesting, inspiring, entertaining, educational type of content that they consume. That then directs people to a page where they can opt in. Or maybe that page has an option for him on it, like a block article. I'm gonna lump social media into this as well, because even though it's not really big content that you're creating on social media in general, I say that with a hesitation, because on Facebook and these platforms, you can put up big content. You can put up your own videos and hosted on places like Facebook, which is good, but in general it's more you know, your latest news that your latest thoughts or status updates, but more and more, we are sending people to our website and opt informs through social media nowadays, so I'm going to categorize that under content marketing for this case. The next is through paid advertising, and that could be through the big to what we're gonna talk about in this course are Google and Facebook. Google ads that show up along the search results on Google, as well as Gmail and lots of other places on different websites or Facebook. Whether you're putting up an ad or you're simply boosting a post of yours, which shows up as a sponsored post or basically acts as an ad, and boosting post is a good way to get people aware of your brand that first part of the funnel. Perhaps they might get interested. If they click on it, they read it. And that's where if you have an opt in form on that page, you can actually get someone directly from a paid advertisement onto your list in a couple of steps. This is the theory behind email marketing. We're going to dive deep into these different aspects of it in the next lessons and later on with Facebook advertising and Gu advertising. But for now, you understand the basic way that an email marking funnel works cool. All right, let's move on to the next lesson 2. Recomended Email Marketing Tools: your are recommended email marketing tools. First, let's understand what an email marketing service is. Basically, it allows you to send mass emails to a lot of people. If you're using your regular personal account like a Gmail or Yahoo account, and you are sending hundreds or thousands of emails the same email to all those people, your account might get marked as spam, so you need an actual tool that helps you to do this. But there are also many other reasons why you would want a tool to assist with this. One is just the automation of all of it, from getting the person's email through an opt in form toe automatically sending them emails or a sequence of emails to being able to segment your audience and tag them in certain ways so that you can put your audience into different buckets so you know how to market to them better plus automatically sending out a lead magnet to a new subscriber. That's what an email marketing service does for you. A few things to consider are the cost, the tools that you get and the support. I've tried different types of email, marketing tools and some the support is better than the others. And at the end of the day, when you're getting started out, sometimes that is a huge factor. I'm currently using Convert Kit, which I absolutely love, But they did go through some growing pains in the beginning where they were just starting out. They had a small team, and their support wasn't that great. On the other side of the spectrum, if you're using something like a Weber or mail chimp who has thousands literally, if not hundreds of thousands of people using their tool, their support might not be as personalized as you would like. There are so many tools out there. Some of the most popular ones are male chimp. You probably hear those ads for male trip. If you listen to a lot of podcast, a Weber constant contact infusion Soft is one that a lot of big name marketers use, but it's very confusing. It's very robust, great for doing what it does, but not easy to get started with, and then convert Kit is sort of the new kid on the block that has a ton of great features that a lot of new marketers are using I can't tell you exactly which one to get started with because your budget is different. The things you're looking for it to do are different. I could only talk from my own experience. I've used mail chimp before. Mail Chimp is great to get started with because they have a free plan. And if you go to any of their websites, you'll be able to find out more information about all their different plans. For a male tramp, you can get started with up to 2000 subscribers in 12,000 emails sent to those subscribers per month. And that's actually not too bad to get started. You could do a lot of sales and revenue with a list that small if it's targeted in high quality. One thing I like about Convert Kit, which most of these will do as well to some extent is that they integrate with other applications. So if you're selling digital products on gum road dot com, if you're selling T shirts on print full, if you're selling digital courses with a tool like teachable, they integrate so everything can be automated. For example, have a new student enrolls in my class, they can automatically be subscribed to a new sequence. If they purchase a different class, they can be enrolled or dis enrolled in an email sequence tagged as a certain type of person. So if someone enrolls in one of my photography courses, for example, I tagged them as a photographer. So in the future, when I send out photography related e mails, then I send it to that person. But I won't send those emails about photography to people who are perhaps tagged as motion graphics artists and not photographers. If you have specific questions about any of these tools, feel free to leave a question in the Q and a tab specifically about convert kit. I'll be able to help you out there if you have questions or you want to look into the back end of any of these other tools. Most of them have Facebook groups, so if you search for, for example, convert kit on Facebook, you can find their Facebook group and you can kind of see what's going on. You can see what people are talking about. If there's a lot of people complaining about them, people are really happy with them. If they're rolling out new features what kind of dialogue they have with their users. So that's something I would recommend doing. Thanks so much for watching, and we'll see in the next lesson. 3. Create an Irresistible Lead Magnet: What is your target audience need help with? That's what you're going to creates. Lead magnet to help with Lee. Magnets are the giveaways that we give away in exchange for someone's email address. Types of lead magnets include PdF guides, e books, an email course or a series of emails, an online course or an online video, Siri's or perhaps a webinar or some other type of file or give away or download. It's easiest to have it be a digital download so that you can just automate. It can be online. There's no processing. Sometimes people will even just give their email address in exchange for being a part of a newsletter. But if it's a newsletter, or if it's a PDF or any of these other types of lead magnets, you have to make it super duper high quality so that when people see it there like, Whoa, this is so amazing. I wonder what they're paid. Stuff is like, because if you give away some sort of quickly Schlapp together pdf that has no brand graphics. It doesn't feel cohesive with your website or brand, and it doesn't really help the person if it's just sort of like a top five tips kind of article where people don't really learn anything. It doesn't really help them. Then they're not going to want to buy your products or services. Let's quickly look at a few case study examples. Then I'll talk about tools you can use to create your own lead magnets. I've got lots of differently magnets on video school online dot com, but one that I'm most proud of. That I recently put up is a free mini course called Adobe in 30 Minutes, where you can learn Adobe Photo shop, premier pro light room and after effects with quick 30 minute tutorials. And it's just basically a course that I uploaded and hosted with teachable dot com, and you can see it here my home page. I also have other free courses, but it's better, and it's somewhere. This is something that I'm getting better at, and I've changed around my home page just just to test out. But it's always better to have one call to action or simplify your calls to action on your home page. You don't want to make it too distracting. I have lots of stuff coming on you can see I've got my opt in or my my freebie lead magnet . I've got tutorials. I've got courses down here, so I've got a lot going on. This is definitely one area that I could improve, and I go to people like Amy Porterfield, for example. Amy Porterfield is a digital marketer herself. She does a lot of great stuff with webinars or podcast blogging, and on her home page, you. She has three options for leave magnets. Free cheat sheet for rap blue rapidly growing your email list. A cheat sheet for online course creators in a cheat sheet for Webinar creators. So, really, she's catering to three different types of audiences or someone who wants all of those. And, of course, if you click on this, you're going to have to submit your email. That's how it works. So she's a marketer, and I see a lot of marketers like her, and it's easy to try to replicate what the marketers air doing because they know what they're doing. They do a good job marketing, but a lot of them are just marketing, marketing information. What about people who are actually selling riel digital product or something that's not related to marketing. Well, here's a website called the Light Room Queen. She does light room tutorials and helps people with Adobe Light Room, which is a photo editing software. She has a free e book. So if you go on our home page, you see this start here but in or this arrow click here, it's got her free e book. And of course, if you download this, you're gonna have to give your email address. She also has the stop top bar right here for her newsletter. Cools Classroom is another photography website, and he gives out free presets, which is a quick way to edit your photos. So here on his home page, big top of his home page click to get here for your free presets. And, of course, if you want those, you're going to have to give your email address. Listen, Money Matters is one of my favorite podcasts about personal finance, and they give away free chapter of one of their books, plus weekly emails and updates. So it's basically their newsletter, and this is on their home page. It's the first thing, and I would say that because building your email. ISS is probably the most important thing you should be working on as a digital marketer. It should be the main thing on the home page of your website. Well, I created one of my most downloaded lead magnets in In design. It was a PdF guide for online course creators. You can use a tool like Microsoft Word or even for free Google docks, to create a PDF document. If you want a host videos, you can use YouTube or vimeo dot com and host your videos for free. You don't have to make them public. And then you could embed them on a page on your website that you don't share anywhere except with people who sign up for your email ISS. And when someone subscribes, you can just send them a quick email. Hopefully, this is automated with the link to that page with those free what Those free videos. If you're creating online classes teachable and think if IQ are great for hosting video content and to actually send this lead magnet this digital file it is not just a link to a website. Your email marketing tools should be able to deliver it. That's One thing I love about convert Kit is that when you're setting up your sequences and your email response for people who subscribe, you can send files through convert kit. If your email marketing tool doesn't host digital files for you, you could use a tool like Google Drive Dropbox Really any cloud storage to host your files , and then you would just linked to it in the email that you send to new subscribers. One pro tip is to create individual lead magnets for different posts or different blogged articles or different pages of your website. Nick Loper of Side Hustle Nation does this amazingly for each individual podcast, he creates a free PdF highlight reel of the podcast, and you can download it on each block article or podcast post. This gives someone who's brand new to side Hustle Nation who lands on this page because they found it from maybe the person he interviewed or just by searching online. It's a reason to download and to join his email list. A lot of people who go to this page might never go to the home page of Side Hustle Nation, but because there's a specific lead magnet related to this post, they're more likely to want to opt in. What I would do if I were you is to go to the Web sites for companies in your niche. Your competitors see what they're doing, subscribe to their email list. This is smart, even if they don't give out a leave magnet just to see what type of email marketing they're doing to get inspiration, but also to see how you can improve. But specifically, this will allow you to see what your competitors are giving out as lead magnets so that you can make yours even better. Thanks so much. And in the next lesson, we're gonna be talking about where you should be putting opt informs on your website. 4. Where to Add Opt-In Forms: here are the best places to put Opt in forms on your website. The way you put this on your website will be different depending on what your website builder is. So we're not going to dive into how we actually add these to your website. If you have questions, please let us know if you have specifics about WordPress. I know those are things we can answer Also, Google is your perfect friend for these kinds of situations. But we do want to go over the best spots that we think convert well. So let's look at some examples first. What we've already seen is on the home page of the home page header. So here is more passive income. Pat Flynn. One of my inspirations. He has his photo at the top and then right underneath. He has his opt in for him, and his opt in form here is just for joining his community. He's not selling anything. Is not I mean, quote unquote. Selling anything is not even offering a lead magnet right here. It's just to subscribe. Chris Tucker is another person, and it's actually fortuitous because, ah, pop up just popped up on his website. And so that's another way that you can have an opt in form through a pop up. Papa forms do converse, and that's why people use them. But Chris Tucker also has his main opt in form in his home page header, His hero in Here, he list all the different things that he gives away. The sidebar is another great place. That's the bar that's on the side of most websites, especially when you're looking at blogged articles and the reason why this is good and you're looking at videos. Go online it with my free course. Opt in or leave. Magnet is that if someone finds my tutorial, say someone searching for neon sign to Taurel and after effects and they end up finding this through Google, they might come straight to this page and see my sidebar, but never go to my home page. So having this here is a good idea. Having a great leap magnet that targets all of your your biggest target audience is good to put in your sidebar Mr Money mustache. In another inspiration of mine, he shows how you can put an opt in form at the end of a blogger article. And this works because if people have read through your entire block article, there's a chance a good chance that they liked what they read, because most people who don't like what they're reading will just act it out and go to another website. And so having a lead magnet or an opt in form at the end of an article, or even in the middle of an article, is another great place. Here are two more examples of pop ups Here's for pencils of promise, so they don't have an option form on their home page. But after a few seconds, a pop up did pop up asking for my email address. This one's kind of funny from smart insides dot com is. I was just actually reading up just just to clarify how Google is punishing people with pop ups. And, lo and behold, a pop up popped up on this article about why pop ups are bad. These new guidelines from Google really affect mobile devices because the pop ups are very much not mobile friendly. And so if the pop up covers the main part of the content or pops up right after you load the page that can affect your ranking. Another cool place to put your opt in form is the top bar. Hello bar is one actual tool that you can use. It's free to get started with that will put a top are at the very top of your website. You've probably seen those where it's on any every page of the website. Sometimes you control which page it shows up on, but it's just a little bar that has the option form that's at the very top of the website, even above the menu. Just few tips for writing the copy of your opt in. First, you got to make sure that the lead magnet is on target and it's irresistible. It's something that people will definitely want and they won't want to go. Go away from your website without getting. That's why you need to put a lot of time and effort into it. Make sure that the opt in copy the text is on brand that you're using a voice and a personality that you have used across your website. Use colors, fonts, logos, imagery again on brand. You want to make sure that the opt inform stands out here on smart, passive income. You can see that his opt in form is clearly separated from the rest of the home page. That really makes it stand out. Chris Duckers. It's the full top part of the website, so this whole part stands out. But I would argue that Pat Flynn's actually stands out a little bit more. Your eyes are drawn to this option form right here because that light blue bar makes it stand out. And if you are a big part of your company's brand, put your face on it. Here's an example of Marie for Leo, who is another marketer and here on her getting started pages, her main opt in form, and she includes an image of herself. Same like how we saw with Pat Flynn, Chris Ducker. You look at all these marketers, anybody where they are the face of their brand, they put themselves on the home page. That's because people connect with you. You want to build that tribe of raving fans that, like know and trust you. And if you put yourself on that home page, that's an introduction to the audience. And if someone knows about you and it comes to your website after they're gonna feel comfortable putting their email address because you are right. They're asking for it. I hope these tips help you put better option forms in your own website. 5. Segmenting and Tagging Your Subscribers: segmenting and tagging your audience. I briefly mentioned this before, but I just want to clarify that this is such an important part, especially when you're getting started with building. Your email elicits better toe. Start segmenting your audience so it doesn't get confusing as you go on, because it it's a lot harder to go back and try to organize your email. List your list of subscribers right? Live and starting from the beginning. This looks different, depending on what type of email marketing tool your using. I'm using convert kit so it's going to look different for me. So I'm not going to dive into the you know, the bare bones of how you actually do this. But I just want to talk about why it's so important to do so. And if you need help, figure out how to do it in whatever tool your using, just let us know if you can't figure it out on your own. So why is tagging so important? Well, the idea is that your grouping together people who have similar interests so that you can send e mails related to that particular niche to that group rather than if you have a large audience on all kinds of different topics and sending the same email toe everyone because the click through rate and the engagement on those types of emails won't be as good as if you are targeting a specific group or segment of your audience. If you have one audience and you're in one niche, then this might be a little different. But even still, you're able to tag people with different tags, such as people who are brand new to your website. Maybe you create a tag for people who have purchased a product of yours, so you know that these air people that have spent money on your site before were in your business. You can also automate the way that people get email sequences, depending on the tag that they get. For example, I have multiple sequences set up through convert kit for people who enroll in a free online course of mine. They start getting those emails and while I educate them, also throw in some promotional emails for the paid courses related to the course they enrolled in. If they end up and rolling in that paid course, I don't want to continue to see. Send them the emails promoting that course to them. One way to make sure they don't get those emails is to tag them as someone who has purchased that course. And in convert Kate, you can do things like when they're tagged as a purchaser. You can stop sending them emails from the sequence for people who have not purchased. Does that make sense? Here are some examples of tags that I have created with teachable. So have an online teacher tag, a youtuber attack, a business person tag video creator. And this was when video school online was basically everything that I taught. Now I actually have completely separate websites with separate convert accounts for the online teaching niche and the video creation photography, natch to just keep it a little bit more organized for myself. But you can see here when someone signs up for one of these free courses, they get one of these tags. One of the most recent tags that it created was called Adobe in 30 and this is for people who subscribe to this new course and roll, and they get a sequence called Adobe in 30 minutes. Welcome sequence this is going to be one of my biggest lead magnets that have created so far, and I think it's going to be one of my most popular. I've actually had over 100 email Subscribers sign up in the first week of launching this lead magnet, and I want to make sure I know who has signed up for this adobe in 30 minutes sequence because these people are highly targeted for two people who want to learn Adobe software and I have premium courses on a lot of that type of software. And so now I can take emails or create sequences and send them to the this specific group of people. This is very important if you want to grow your audience into multiple topics, so please start tagging your audience In Convert kit. You can create segments, so not only can you tag, but you can have sort of an overarching group or a segment. So, for example, if someone is tagged as a motion graphics artist and then someone else's tag as a video creator, I have a full segment four people interested in video production, where both of those tags get lumped together that way in converted. It makes it easy, because then I can just send emails to that whole segment or in most other software, email marketing. APS. You can just send it to multiple tags if you want. And the cool thing about all of this software to is that they don't duplicate or they shouldn't duplicate. So if someone is tagged as multiple things, for example, motion graphics artists and video creator and I send an email to both of those tags, they shouldn't be emailed twice. They're going to the Onley emailed once, and that's how Convert Kit works. That's why I, like convert, get a lot, actually, because it's a single user system where one user, no matter how many tax or segments, counts as one email. Anyways, I hope this inspires you to create your own tags and segments in your own email marketing tools. Let us know if you have any questions 6. Email Sequences that Work: you need to be writing email sequences that are automated and sent out to new subscribers so that they can get to know you a little bit more. Plus, you can use sequences to sell your products and services. This is the beauty of email marketing tools because it's all automated. And this could be happening all in the background while you do everything else that you need to do to run your business so that you don't have to be sending specific emails on specific dates to specific people all the time. I mean, you would be spending your entire life doing this manually if you had to do it like that. So with any email marketing tool, you should be able to automate it. There's different types of sequences that you can have. You can have an introduction sequence that welcomes people to your website to you in your brand and educational sequence, where it's just, If someone wants to learn more about a topic, you have a sequence of emails that helps them learn more about a topic. You have your product launches. If you how you're launching a new product, you can have a multiple email sequence that you send a people. You follow up email sequence to people who have purchased a product to keep them engaged, to make sure they're happy with whatever they've purchased. Lots of different types of email sequences here is just a quick sample sequence that is sort of your typical email sequence that I like to send to people. This is for people who come to in our brand new to my website or our brand new to one of my products, for example, of free course will send them an intro email, and then I'll follow it up with two educational emails. And these two educational emails are purely educational. It's just additional content that will benefit them. I followed that up with what I call an inspirational email. This is an email that is not selling a product, but it's selling the benefit of whatever product or service I'm offering. For example, if I'm teaching a class on Adobe premiere pro video editing and I want to inspire someone toe, learn this software, all show examples of types of videos that people can create With that software, we're all sharing interview that I did with the one who uses Adobe Premiere Pro. So this is the email that is not necessarily teaching them something new, but it's inspiring them and making them want to learn or to use the product that I'm about to sell them in the next email, which is the soft launch, which is an email where I first start to mention the product that I have. It's still an educational or an inspirational email, in essence, but I mentioned the product. It's not a hey check out this product. It's only $99. You can get it here for 10% off. It's more of an email where I'll follow up on the inspirational email that I just sent saying, Hopefully I hope you enjoyed that story about Joe Schmo, who learned it'll be Premiere Pro and now has a full time job in the film industry. Here's a cool tutorial on how to create better titles with Adobe Premiere Pro. If you're really interested in liking the tutorials that I've been sending you, I actually have a full course for you that you can purchase where you learn everything from beginning to advance. That kind of email I'll follow up that soft sail with another inspirational email to reinforce the idea. And this may be, is a testimonial from a student of mine, a user. How did the product change their life? I might include a link to the product in this email. Maybe not, because in the following up, email the hard sell. That's where I'm really. It's just purely promotional. There's no sort of fluff. There's no education. It's just Hey, here's this product. I hope you've been enjoying these e mails that I've been sending you. If you want to take it to the next level purchase here, just click here, explain how you purchase it and then, of course, a follow up. This will probably look different if they purchased versus if they did it. Purchase in Convert Kate and most tools, you can automate it. So if someone purchased the product, they might be transition to another sequence entirely, or you can usually add funnels to your emails. So if someone purchase, then they wouldn't actually get the follow up email that says or asked. Wide and person purchased the product that you promoted or whatever your follow up is to people who don't purchase but It's a good idea toe. Have those follow up emails at the end of the day? Remember that the goal with its sequence is to educate and inspire. And if you can educate, inspire the selling will be easy. I'm about to show you actually some of my sequences that I'm using. So you get a better sense of how I'm having success with this, but a few quick things on how to write better sequences. The first is to use evergreen content. If you have YouTube videos or blogged articles that you think are really high quality and are related to this sequence, created a whole email about it. Maybe use that as sort of the base of your email on that. If you want, you can have people click to the article or to the YouTube video. This is a great way to keep that old content that is still high quality alive and just getting people aware of it. There's no reason toe try to reinvent the wheel. If you've already written about these topics, just use a blogger article that you've already created. Personalize it with their name most times with this software during the opt inform people will submit their name. So in the emails that you sent, you can personalize it to that person's name. So the email isn't just Hey, this is an email, blah, blah, blah. Whatever you say, it's Hey, Phil, hope you're doing well today and you include their name in the email itself and try to make it more personal That way. Another tip is to send it at the right time. This is going to depend on the email tool that you're using, but some of the tools allow you to set when emails go out and there's lots. I'm gonna actually include some links to articles that explain all of this, but there's a lot of research that's been done into wins. The best time to send an email, the resort of an aggregate article that I recently read. They did a lot of research from many different sources, and they found that Tuesdays and Thursdays at 10 a.m. Is a great time now. 10 a.m. That's different from people all around the world. But if you can, you can send it at 10 a.m. No matter what time zone people are in, that's one of the cool things about some of these email marketing tools. Not all of them have it yet otherwise, think about where most of your audience is. If most of your audiences in the United States sending at 10 a.m. Eastern time is a great idea, because that's when that's where most people live. I believe about half of the people in the United States live in the Eastern Time zone. There's a lot of people on the West Coast in Pacific time, but even still, sending at 10 a.m. Eastern time will result in a 7 a.m. Pacific time email. So it will be the morning. And that's where a lot of people are who have money to spend. So, really, for most businesses, 10 a.m. Eastern time eyes a good standard, but it might be different depending on your niche. Some people found that standing on the weekends is really good, which is sort of weird, because you wouldn't think that sending emails is a good on the weekend is a good idea. But some people found that they had higher click through rates and higher open rates on the eat on the weekends, maybe because people have more time. So it's a good idea to test. And the great thing about these tools that you can analyze the success of your emails by seeing what the Click three rate was when the open rate was. And you can see Okay, if I set this type of email this time, did it do good or not? So you should be looking at your analytics to the last quick tip is to test different subject lines. I'm gonna be talking and giving more tips about subject lines in the next lesson. In some tools, like Convert Kit, you can actually do a B testing with subject lines, which is one of my favorite things about convert kit. You can actually test two different subject subject lines, and what happens is Convert. Kit will send out your email to a certain percentage of the people receiving that FEMA, and then they'll see after like, three or four hours which subject line worked best and based off of that data, they'll send out the rest of the emails to the list that you're sending to with the subject line that converted better. So let's dive into convert kits so we can see some real world examples of what I'm doing. Here is my online course Masters behind the scenes account I just launched this account have about 1000 subscribers for about a month and 1/2 half or so, but there's a few sequences. I launched this brand new free trial of my master class, and so whenever anybody subscribes, they get this free masterclass. For example, when someone listens to my podcasts and joins through the podcast page, they get on this podcast sequence. If someone attended one of my webinars, I'll put them on a workshop sequence. This is a follow up to the webinar that tries to ultimately promote the masterclass, and this is the master class purchasers. So this is a new product that I launched about a month ago. So far, we've had 11 people sign up for it. So pretty darn cool for this specific program, and you can see the open rates and the click rates for these different sequences. The open rate for the masterclass free trial sequences, super high. And that's because this is a challenge base sequence. So it's basically a six day or five or six day sequence that people get. And it's a five day challenge for people to get started with teaching online. So far, when people sign up for this, they know that they're going to be working hard for the next week. And that's why I believe the open rate is higher. The master classes super high open right, because these are people who actually purchased and paid a premium price. The podcast sequence is also relatively high, and that's because this is specifically targeted to people who listen to my online course Masters podcasts. Before, this used to be the same sequence that people got when they signed up on video school online. And a lot of people go to video school online who aren't interested in teaching online. So the open rate and the click rate was really low compared to this new sequence that I sat up. And so I'm really actually happy about the open rate. Let me just show you, for example, the masterclass free trial sequence. So here, this is how it's set up in Convert Kit, and again, I know this isn't going to be the same for everyone, but you can see that I've got a welcome email. And then each day I send them the steps to for the next part of the challenge. Every email. I have an action item which usually is to click on something to watch a video and then ultimately here, you see that I have my sales bitch down here. And if someone doesn't get the the purchase, the product, I send up this. What did I do wrong in on? This is a great subject line that works really well. I get a lot of responses from this from people who actually respond and top talk to me about what I did wrong or what Why they didn't purchase. And that gives me a lot of feedback to improve my product, my pricing and just how I sell my different products. You see here in convert, get this. There's this funnel. And what happens is that if anyone has actually purchased the class, they don't get this email because that would be awkward if you purchase the class and then I'm asking you what? What did I do wrong? Why didn't you purchase this? That wouldn't make sense. So that's just one of the real world examples of how that worked. The podcast sequence here you have. This is a pretty much purely educational sequins. I I just have some inspirational stories, some tips and advice. Three ways to get better reviews all the accounts you need to start teaching online Nine ways toe. Validate your online course idea. At the very end of this sequence, I do promote my master class, and that's really all the promotion that I do in this sequence here. I've switched over to my video school online and talent, and you can see all the different sequences that I have. You can see that it contains information on the subscribers that are part of these different sequences. Some are sequences that are built for people who enroll in my free classes. Others are just sequences that I've used in the past with different lead magnets or opt informs. And ultimately, what I think you should do is to go to your competitors websites, people who you want to emulate and compete with and sign up for their email sequences. See what they're doing. See how you can improve upon their email sequences, doing it your own way of course, not copying, but just using them as inspiration. Now, in the next lesson, we're gonna be talking more about how you can increase your open rate with better subject lines. 7. Write Better Subject Lines: Here's some quick tips for improving your subject lines, which will increase your open rates, which down the line will increase how many people actually purchase your products and services. The first tip is to keep it short and sweet specifically because a lot of people are checking their e mails on their mobile devices. And when they're using their APS to open their email, they don't see the full subject lines. So the first few words are the most important. And if you can keep it so all of the words of your subject line appear on a mobile device that's even better before I go any further. I do want you to understand that it's difficult to use all of these tips at once, So if you can't use all these tips in all of your email subject lines, it's OK but uses many as possible. The next tip is to use the word you, and this is an important thing for all types of sales copy, and it works for email subject lines to when you use the word you people pay more attention . So if you're using the word you and your subject line, people will be more likely to open it. My next tip is to start with action oriented words instead of a subject line. That's how to crush your competition. Start with word Crusher competition instead of Adobe Aftereffects Tutorial on neon sign technique. Use something like design your own neon sign in adobe after effects using an action were to start your email subject line will inspire action first for those people to actually click and open the email. One popular theory is Teoh. Use fear of missing out foam. Oh, so using subject lines that are like tonight only if you're having a sale on you know this is the last night of the sale. This deal is over at midnight. You won't want to miss out on this. Don't know the secret to success those air subject lines where it gets people thinking, Oh, well, if I don't open this email while am I missing out on something and that's what you should be thinking of as a reader of your emails, What will they be missing out on if they don't open that email? One sort of tactic is to use curiosity. So, for example, one sort of hard hitting example is, Here's my gift to you or I dare you not to open this email those kinds of tactics. They're a little bit. I don't want to calm sketchy cause. You can still provide a lot of value with them, but they're a little bit click baby. I'll be honest, but they work. That's why my email with the subject line, what did I do wrong is really good because it builds curiosity. People are wondering what did filled in wrong, and that's why that e mail works a lot. Similarly, posing a question is often a good way. So one subject line that works well for me is Do you know how to make your video is better ? So not only is it a question, but I use the word you in it, too. So double whammy questions bill that curiosity as well. So people are wondering, Do I know what this person is emailing me about in one tip for what not to do? Don't use all caps and don't use a lot of exclamation points. It will look like a spam message automatically, and I know at least for me, whenever I see an email and all cap caps with lots of exclamation points or symbols. I am hesitant to even open that email. A lot of times I'll just trash it or spam it. And that's just a common practice for people who are, You know, that kind of sleazy in your face type of marketing. That is not what we're top teaching. It might work for some people who like to trick people into buying their products and services, but that's not what we're about. So I would encourage you not to use the all caps and the exclamation points in your email subject lines. I hope these tips help you when you write your own email subject lines. If you have any other tips or advice, please feel to share it with us in the discussion board on the class. 8. Use Analytics to Improve Emails: in this lesson, I'm going to dive into the back end of convert kit to show you how I'm using analytics to improve the way that I sent emails. This is so important if you can do a B testing of subject lines to see who is actually opening your emails, what your click rates are to compare different sequences to see what types of e mails do better if you have sequences seeing what your subject lines are. If you can't do a B testing just to see which ones get opened versus which ones don't, it's so important to constantly be improving. And that's really the only way that you can improve your e mails by seeing which ones actually work or not. Luckily, with most modern email marketing tools, you can see all kinds of data, so let's dive into convert kit. First, I want to show you how I used the A B testing for subject lines. Here are some my broadcast emails thes air, not parts of sequences these air just emails that I send to a specific group or all of my subscribers. O R. For example, of this watch my documentary on Anthony Carbajal email was sent to everyone who is related to video or photography on my list. So if I click to view report, I can see that I had a B test results for my two titles. My two titles I test were Watch my documentary on Anthony Kerr Ball and My Doctor. Many memory is live. Please check it out so that open rate was very close, 43.8 to 40.9. But over, you know, over 1000 people. This is going to make a difference. Using that action word watch definitely helped. Let's look at the report for seven steps to a successful filming career. This time it was a little interesting. I posed a question in the B title. What are the seven steps to start your filmmaking career or seven steps to a successful filmmaking career? The difference is quite significant. Here's an email. I I don't have a lesson about this in this course, but pruning your email list is important. You wanna have a super high quality email list, and for me that means that I'd rather have 2000 people on my email list than 10,000 people who are engaged. And so what I do is I proved my email list every few months or so. So what I'll do and you can easily do this with Convert Kit is you can send an email to anyone who hasn't opened in the email in the past few months. If people don't respond to that email, I'll prove them off my list. So I got rid of, like, almost 2000 people just a couple months ago, because I don't want to be paying for people on my list if they're not engaging with me. So let's look out. One more fills Income Report April 2017. So here, the clear winner. It was Phil's Income report that includes the amount that I made in that month because people like seeing those amounts open rate 44.3 compared to 35 the click rate. Also much higher in that in that batch of emails that were sent. So it might, you know, who knows why the click rate is a lot higher with that subject line. Sometimes it doesn't correlate. This time it did so let's look at one other types of analysis that I do so Here's a brand new sequence that I started last week. I mentioned it. This is for a free course called Adobe. In 30 minutes, I put together a free Siris of tutorials, and over 116 people have signed up so far in the past week. So that's 100 over 100 people who are brand new email subscribers. What I want to see is the amount of clicks, because the email that I sent is a welcome email, and I can show you the content of that email. This is just a quick welcome email to video school online. It says, Here's you. Here is how you can access your free 30 minute tutorials and then below I give them more resource is that I provide for them. So I've broken it down into my tutorials. My membership program. My resource is Paige. These are the things that if someone's brand new to video school online, I want to let them know about them. So I'm interested to see Okay, which of these do people click on? Do people click on the membership page? Two people click on the individual classes that I show down here. Does anyone click. The most recommended of resource is because this is a brand new email that I'm sending out . I don't have that much data. But if after a few weeks or even a couple months no one has clicked on, the most recommended resource is Paige. I'm going to take that out of this email because it's not adding any value. So I can already see that I had a number of people who clicked on the individual classes. So just a few right now, a number of people click to access their 30 day their 30 minute tutorials. Couple people clicked on the video school online page so I can see that a few people have clicked these individual links. That also tells me which types of classes people who sign up for my email list are most interested in. If a lot of people are clicking on the photography masterclass, for example, after a few months of you know, 50 people have clicked on that link, that tells me that I should promote this class to them and what I can actually do, which I'm not going to do now because it will show you their email address, and that's private. But I can actually click on this link, and I could send emails to this group of people. So after a few months of 50 people have clicked on this link, I can send them an email saying, Hey, I noticed you were interested in the photography masterclass. Check it out. Here, do my spiel. Why people should enroll. I can even filter out people who have purchased the class already, so anyone who clicked on it and purchased won't get that email. That's one type of funnel you can do in Convert kit. There's all kinds of things you can do with analytics of your E mail sequences and your emails that you're sending. But it's important just to pay attention, even if you don't dive too deep into the analytics, just checking the open rates of your sequences and specific emails. So, for example, if I go into my podcast sequence, this used to be on video school online, and if I go into reports, I can see the open rate for specific emails in that sequence, and I can see okay, which ones are being open more or less, which ones are people unsubscribe ing from most. A lot of people saw joined list, and they subscribe on the very first email, and that's totally fine. You're just going to get that. But if there's a Nemo that is getting a lot of UN subscribers later on, maybe I need to change that up. It's not as valuable to people if there's an email that doesn't have a high click rate, why is this a 4.1% click rate, while this is a 25% click rate, something that I need to look into? So these are just a few examples of how I use analytics to improve my emails, so hopefully it inspires you to do the same. 9. Case Study: Getting 100 Subscribers in Less than 1 Week: in this video, I want to show you a case study of what I recently did to get over 100 new subscribers in less than a week. I talked about this briefly, but I created this adobe in 30 minutes, Siris of tutorials, and I package it together as a free mini course using teachable dot com to host. So here it is on the course site and you can enroll for free. And my idea is that I'm going to give this free lead magnet this free course out in exchange for people to sign up and when. Whenever anyone signs up through teachable, I get their email address and then I can promote my other adobe and related courses to them so people might find this course through videos Kwan line. But they also might find the course through my YouTube video, which is a promotional video that I put out on YouTube. You can see that I'm actually recording this on July 23rd. I published it on July 20th. So less than a week ago, over 617 people watch this video at the top of the description. I added a link so this is sort of the lead funnel that I'm showing you an example. This is the content that I'm providing. So a lot of content marketing here. I used a YouTube card two for great. It's clickable for mobile users, so people can quickly click on this to go to the course page. I also published this on my Facebook page. So here's the Facebook post over on 162 people viewed this. It's been like the number of times, and, you know, people are loving it. This person says anyone loved this as much as I do. So that's awesome that people are engaging with this post. I link directly to the course from this post I haven't paid for. Any marketing is all purely content marketing here. One other thing I did was I did put this on my home page of video school online as one of the sort of the main mean lead magnets on my home page so I can actually track how many people have clicked this link on the home page. I haven't done that yet, but this is a big opt in sort of box on my home page as an example, so you don't necessarily need to have one opt in on your home page. You can change it up if you want or have multiple I've mentioned before. That's better toe have sort of one. Opt in, and that's typically the case. But I'm just always testing different things out and seeing if this works. So what are the results of launching this free course and publishing and promoting it on YouTube, Facebook and my website? Well, what I use was pretty link, which is a free plug in for WordPress to create a short link for the course page. So it's video school, online dot com slash adobe, and that allows me to track everyone who has click this link. And I put this same link on Facebook, YouTube and my website. It would be better actually if I did this and create a unique short links for each platform so I can see which where people are coming from. But the cool thing I see is that over 234 and unique people have clicked on this link, meaning and that's resulted in 116 people who have signed up and the way that I know that is because while I could go into teachable stats or I can see on Convert Kit that I've sent the welcome message that is sent to anyone who signs up for this course. 201 116 people. This one under 16 doesn't mean 116 new subscribers. 108 over here is how many new subscribers that I have, which means eight people were already subscribers of mine who then were added and sent this email. But this is 108 new subscribers in just a few days. With that lead magnet. Now, this is going to look different for you. I already have somewhat of an audience on Facebook and YouTube, purely from content marketing over the past few years, and so now when I launch a product like this, a free product, people will enroll. The cool thing with this one, though, is that I got over 100 people who are brand new to my email sequences to subscribe. That's a lot of people who potentially might be interested in paying me for a premium course later on, and this is a semi highly targeted lead magnet. You see a lot of people giving out freebies to grow their email list like, Oh, I'm gonna give out a free iPad or something like that that gets you a lot of subscribers. But it's not targeted subscribers who are interested in your products and services because anybody would be interested in an iPad people who are interested in video production or people who are interested in yoga or people who are interested in mechanics. Anybody could want an A free iPad to. If you do stuff like that freebie, give a waves, make sure they are targeted to your niche. Okay, so with learning adobe in 30 minutes, these are all people that I think are targeted in my niche. Not everyone will ultimately by a course of my mind later on. But at least they have shown interest in learning adobe right now, and I have courses that can serve them later on. So this is a great real world case study of an entire opt in funnel that is currently working, working really well, and I just wanted to share it with you.