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May 2, 2014

58: It's Time to Reset Your Email Marketing

58: It's Time to Reset Your Email Marketing

Are you providing true value and building a relationship with your email subscribers? If not, it's time to do a hard reset with this advice from Neal Schaffer.

 

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximized Social Business Neal Shaper Everybody, this is Neil Shaper. Welcome to another exciting episode of Maximize Your Social Well, for those of you that are friends or follow me on Facebook or Google. Plus, I don't post the same social media message everywhere in every platform. So it would have been in one of these two platforms. You may know that recently I had Well, I guess you'd call it a thorn Ligaments in my right pinky toe. I'm a passionate about playing soccer not only with my son but adult league here in Irvine, California And happy report back to you that yesterday I did practice with my team and I plan to be in a game tonight and I'm really excited about getting back into the action, although I still have a little bit of pain in my ankle. And in fact, as I walk around recording this podcast in my home office here in Orange County, California yesterday during practice, I sort of tweaked my left ankle. So the Net net of the story is be appreciative of what you have easily not only your health, but your physical health as well. I always thought, Hey, no matter how old I am, I can get back out there and start exercising and playing things. And it's funny because my father in law said Neil, everybody thinks that in their mind they're 18 years old forever when physically and everything else our bodies change over time. So that is my unrelated to social media advice for the day. But regardless of any physical liabilities or disabilities that I temporarily have emotionally, mentally, spiritually, I'm always just glad to be alive and glad to be able to record these podcasts and really happy that I've had these experiences that I can share with you to help you empower your social. Today. I actually don't want to talk about social. As you know, social media permeates everything. It becomes part of what companies naturally do. It becomes part of their infrastructure. Social is being used regardless of industry, regardless of department, but specifically and I know a lot of you that listen to this podcast or social media marketers. I want to talk a little bit about email, an email, marketing and my advice. Really, Is I really after you listen to this podcast? I want you to do a hard reset and all control delete on what you've been doing. An email I don't want to share with you what I've been doing. An email I've mentioned email marketing a few times during the course of this podcast were almost near number 60 now. And one of them was after I came back from Infusion Soft University infusion, self being an email, marketing slash marketing automation software vendor. And what I learned then and I talk about this in a podcast, was that email is like any other form of relationship building. Now I have overtime with windmill networking with Maximize Your social maximize social business created quite a large list. And first of all, well, let's first understand the email Marketing is still critical that even with social media, people are not on social media all the time. I stayed off Facebook the entire weekend, but guess what? When I get a new email, I have a little phone message that will say you've got mail, and if any of you have the L G to you may know what that sounds like, but you know we are still, many of us still cling to our email, and this is why not everybody is in the same place the same time. It's why you need to be on multiple social media platforms. It's why you need a website. It's also why you need email. So if you haven't put in strategic importance into your email, you should. So that's the first thing. The second thing is, you obviously need to build a list. Now I have been able to build a list primarily because I have some e book downloads and I need to create more of those because I have the same one from two years ago and people get sick of it, even though I tend to get a lot of new visitors to my site and it still gets downloads. You know, I think a lot of content marketing efforts people forget about those downloadable resource is that can help lead people into your marketing funnel, and they concentrate on block post and social media posts over the next month, I want you to create any book based on block posts based on your knowledge that someone can download. It doesn't take a lot of time going to Microsoft Word. Start typing it out. Once you get the 2000 words or 2500 words of 1500 words, stop. Okay and then figure out how you're gonna graphically organize it if you're looking for help with creating any, but let me know, I'll be more happy to share my resource with you and what have you but get out there and create something and once you create it, make it easy for people when they come to your website to notice that they can easily downloaded the other thing that you should be doing that's really helped me grow. Not only my list, but website traffic of last few months is I had a downloadable link for the E book, but I never had a Lincoln says Hey, subscribe to daily updates from the block. Whenever we have a new block post, well, we'll email you and what I realized after including that in a prominent area, and I actually moved off of confusion. Soft back to male chimp, and I'm been very happy with that experience if you're curious as to what I'm using. But that experience and just starting everything afresh with male chimp, and doing these things that I'm telling you and I'll continue to talk about during this podcast has really helped me see new value. But anyway, I basically said, Hey, if you want to get the new block posts, described a list and before I was using a separate service and many of you probably used like feed burner, I was using a separate service, but I wanted people that subscribe to the R. S s also subscribe to the newsletter. So I basically included in one box make it seem like it's all being done through male chimp, and it's helped me generate well close to 1000 new subscribers. In the course of well, few months, it's taken, but it's still pretty significant number, and these people are getting daily updates. What it means when they get daily updates is they're tuned in, and when they're clicking on daily updates are opening them. I know that they are a very, very engaged audience that want more. They can't get enough and those air Some of the most valuable types of clients that you can have right? So do that. And it also generates more website traffic. They're not clicking. They're not opening every email. They're not clicking on every email. But hey, whatever they click on is traffic that I didn't have before, right? But the other thing is, now we get to really the core of your email marketing, which is what is going to be your message over the past year or two. Ah, lot of Internet market, is it? Hey, we can connect with a bunch of people linked in, download their email address up them into our newsletter and spam them. And that's absolutely if you know what I'm about. You know that That's not what I want you to. D'oh! You should never buy list from third parties. When people opt into your list, you should make it very clear as to what type of contact you're gonna deliver them on what frequency? But most importantly, I did not send out a newsletter to my list for Wow. It's probably been about a year, and even though I had plans to send them out on a monthly basis. I just couldn't do it. I just did not create. You know, if content is king in marketing, consistency is queen. In another quote, I want to share with you and this is from if you've read, maximize your social. If you see me speak on social media strategy, I'm a big fan of Edward's Deming. The Godfather Quality control is, if you don't have a process for it, you have nothing. And as we grow our businesses and if we do social media and we need to hand it off to someone else, we need to create processes in everything that we d'oh. You need a process with your email marketing. You need a process that's going to say, How can I hand this off to someone? Give them instructions so that they could create 90% of it without me having to do anything? And that was my challenge. That's the number one challenger hat that I think that you should have if you don't the number two challenges with all these other people competing for, you know, with all these email newsletters and Google introducing the promotions tab and a lot of them and probably my newsletter as well. It's automatically going there because it's step for male chimp and mail trip doesn't get a lot of love. But with those facts and with all these other newsletters and Maura Maura consumers being able to control spam, I realized that I want to provide What of the newsletters that you open up, right? What are the newsletters that I open up? I opt into a lot of things, and I will archive a lot of newsletters and just never open them. But there are a few newsletters that I really look forward to on a weekend weekend basis. And I want my newsletter to become one of those in those letters something truly incredible that people will be waiting for. It sort of goes back to it to begin in the year I had this go bigger go home approach. If you're gonna do something, make it count. If you're gonna block, make it count, don't block daily or weekly, because if you're half d'oh Onley blogged when you have really, really valuable content share. And I realize there is value that I can provide through the newsletter and that there are certain types of content that people just can't get enough of and they wanna have. What is Neil Schaeffer's? What is maximized? Social business is unique perspective on the issue. So I literally over the past few months when I switched from infuses after male chimp and I got my infrastructure go on my website and in the process of writing a new e book. And I really want to come out with the books on a monthly basis. If you're curious, that's let's see how well I do have about that by the end of the year. But I realized that I did not want to send out any e mails to the list if I didn't feel they were a value. On the flip side, I realized that those who opt in the email marketing it's a temporary life span. You need to continue that relationship because if you don't email people for a few months, they're not gonna remember you. They're gonna report for spam. Or maybe they're just they just don't have any need for you anymore, although they did at that time. So I wanted to rekindle those relationships right, but I needed offer something of value and I finally over the last week or so, said, You know this is it. This is something that is unique to the brand of maximize social business. It's the unique to something that we can d'oh because our blood is not about one perspective, but about many perspectives. And in fact, you know whether it's from the M social business. Twitter handle our Facebook page or my own accounts. I share a lot of other people's contents, and that's my own unique filter, right? And that filter is a value to many people. So I finally came out with the newsletter idea. Okay, the next thing that I thought of, Well, how am I gonna graphically show this? So I've talked time in and time out about the importance of the visual. In fact, the importance of the visual voice for some of you saw me speak at Social Media Marketing world and this this notion of the visual, how doe I leverage that an email. I leverage it. You know, if you've been looking at maximize social business recently, we've been adding pitiable images to replace the stock photos. That's one way of leveraging the visual there. How do I leverage it in my newsletter? And basically, if you're a subscriber to maximize social business news that if you're not, I hope you'll go over to maximize social business dot com and opt yourself in and the type right hand corner there, you know when you receive it, you'll see it is, it is. I won't say 100% visual, but it's primarily visual. And when I looked around at all these sites that say these in the newsletters that we like to read, you know, week in, week out part of it's the content. But part of it, believe it or not, is also the visuals I wanted to create something that would be not only intellectually stimulating but also visually stimulated, and I hope that I was able to do that. Now, if you're a large business than creating an email template is not a big deal. If you're a small business or you're a social media market or solo preneurs like I am, you may not have the graphic background to be able to do it. And guess what? It becomes very, very hard to do it within male chimp or within some of these other programs. So I'm gonna give you one bit of advice. And I was actually thinking of hiring a company. Do it for me when I realized Wow, you know, if you're able to hawk together a wordpress Paige, you're able to talk together a pretty good looking email newsletter, you know, visually and like I said, opt in. And if you don't get the newsletter Ping meals, All Ford, you one of the old additions or of this new template. But basically I paid $20 for a custom template, and I within it took me a few hours. I'll be honest. But once I had the concept that what I wanted to do, I was able to basically module really fit together blocks of content to be able to create the newsletter that I sent out. And I want to share that with you. I plan to write a block post on it with more details, but there are Resource is out there. If you're looking to boots, drop this to help you really create a compelling email news that air. So don't just send out email newsletters because you have a list and don't send them out weekly cause you feel you have to I want you to do a reset. And I want you to really think about what value is that newsletter providing to your subscribers, Not to you as a business, but your subscribers. And I'm not saying you can't send out self promotional emails. You know, there are clothing labels where I want to know every time they have a new piece of clothing out. I I want to know. I want to be the first to know, right? If you're in that business, great. Keep doing what you're doing. But if you're not and you're not offering a type of product or you're not offering, you don't have new products coming out every month. Well, you don't have new insight coming on every month. You really gotta think hard as to am I providing value because guess what? If you're not providing enough value and people are not waiting for the next edition of your newsletter, you're gonna lose their attention overtime because more, more people are getting better at offering better, better content, better, better email newsletters and people are all over the place. So that's my bit of advice. for today. I know it's not purely on the social, but I think anybody who does social media also probably does email and Web as well. So I still think it's relevant. Hey, you know, I appreciate you joining me on this journey, and I'm always really excited to be doing these podcasts. I don't necessarily block every week, but podcasting is something I've been able to speak. Thio, I'm really passionate about what I d'oh. I hope it offers you value if you found it valuable. I really appreciate any ratings comments on iTunes, stitcher, soundcloud, wherever I may be. And, as always, if I could be of any help to you. If you want me to cover something on this podcast, send me a message. You can find me anywhere on social media. I am obviously someone that lives up to the quote. One of my favorite quotes from Woody Allen, which is 80% of success, is showing up. And I try to show up everywhere I can, so you should be able to find me. But that is it for another episode of Maximize your Social Everybody, wherever you are in the world, make it a Social Day. Bye bye. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Make it a social day.