Listen now to debunk the "intrusion" philosophy that people have associated with emails. The truth is, it may feel like you're sending junk because... well.. you are. We can do better.

Hosted By
Monica Maye Pitts
Monica Maye Pitts Chief Creative Officer
Katie Guinn
Katie Guinn Designer & Content Developer

Listen now to debunk the "intrusion" philosophy that people have associated with emails. The truth is, it may feel like you're sending junk because… well.. you are. We can do better.

Transcription

I couldn't decide whether I was gonna say hello or good day or what.

 0:03  

Haha! I said good day!

 0:05  

G'day! Good day, everyone. 

 0:07  

G'day!

 0:08  

This is Monica Pitts.

 0:09  

And this is Katie Guinn. 

 0:10  

And you're listening to marketing with purpose. Today we are digging into one of the big six.

 0:16  

Oh, the big six include a website email marketing, paid online ads, social media, blogging, and directory listings.

 0:23  

These are items that we consider digital or Online Marketing. Today, we are focusing on email marketing. And our goal is to do a little bit of buffing the chip off of your shoulder towards email marketing.

 0:39  

Buff that chip.

 0:40  

Buffin' the chip.

 0:41  

It's time.

 0:42  

And then we're also going to cover our three golden rules to running a successful email campaign and at the end, we're going to tell you about the tools that we use here at MayeCreate to make email marketing efficient.

 0:54  

I'm in!

 0:54  

Good! Let's get started! So the reason that we said we were going to start off by buffing the chip off of your shoulder is I talk to people every day about their online marketing, and the amount of resistance that I get towards email marketing is actually astonishing to me. Because I thought that everybody did email marketing, because we did email marketing. And then when we started advising people on their online marketing, people were like, "No, I am not sending emails, because they're an invasion of people's inboxes. And it's just rude. And I don't want to interrupt them and be rude." And I have to take a step back for a second and say, "What is it that you are putting in your email that's going to make it rude? The only reason that your emails would suck is because you make them suck."

 1:46  

And you know what? Not sucking. I heard that works pretty well.

 1:49  

Yeah, it's a new, it's a new concept. Don't send people junk. You can actually send them something that's worthwhile. It's a new concept and it actually really does work. 

 1:58  

It's called not sucking. 

 1:59  

Yes, think about your own inbox -- when your favorite store emails you 20% off coupon are you -- is it junk?

 2:05  

I'm not mad about it.

 2:06  

I'm not either. I mean, I choose whether or not I get to open it. And sometimes I delete it. And sometimes I use it. Yeah, so the line between junk and good content is just drawn by the value of recipient gets from an email. And I don't say that everyone has to do email marketing. That's not what I'm saying. As I review the big picture of an online marketing campaign, I take into account the other activities that a client might be engaging in. For example, if you're blogging or if you're offering regular promotions, if you're updating your website with projects, if you're putting jobs or careers that are available with your company up on your website regularly, or if you host events -- these are all things that you're continually updating your website with. Now, let's say you don't do any email marketing. How often, Katie, do you just go out to other people's websites?

 3:01  

And check for new content?

 3:02  

Yeah. 

 3:03  

Oh, unless it's weather.com, never.

 3:07  

So weather.com does not need to send emails.

 3:10  

No, weather's happening every day. 

 3:12  

We're pretty sure that everybody else does, though. If you are regularly updating your website with content, right? It's kind of a no brainer. You put this new content out there, and then you remind people to come back to your website and read it. They started on your website because they found interest in something that you were offering. And you are allowing them another way to keep in touch with your company. And there is a very easy way to do this that speeds things up tremendously. We're going to talk about that in our three golden nuggets of success. I think that's what I called them earlier.

 3:46  

Yeah, Golden Nugget, if not, they're nuggets now.

 3:48  

Whatever, they're nuggets now. Okay. Regardless of what you're doing now, like maybe you're never planning to send a single email to anyone, I still think that you need to collect email addresses. 

 3:59  

Mm hmm. 

 3:59  

Like collect them now, worry about what you're gonna do with them later. And well, if you're just starting start digitally.

 4:04  

 Oh, sure!

 4:05  

Cause you'd be surprised.

 4:06  

I think Monica might have a story on that.

 4:08  

Yeah. Email addresses our currency, right? You exchange your email address for being able to go in and view specials on a website or download a free offering. It's yeah, I mean, their currency. One day I had a client come in, they've been in business for, I don't even know how long, I think it had been, like 70 years because they took it over from their dad. They've been in business forever. And I said, "Oh, my goodness, you guys have so much past business. We absolutely just need to run a really low-key email campaign to get in contact with people and remind them and what you do." And they're like, "That's great." I said, "Okay, do you have email addresses for people?" And they said, "Yeah, I've got them all on carbon copy receipts in boxes in my garage." 

 4:12  

Garage?

 4:12  

Yeah.

 4:12  

Ew, it's not even climate controlled. 

 4:30  

That is that is a whole nother challenge. And that's why Katie's suggesting that you put these things together digitally, because I am 100% sure that there have been a time or two that she has had to type all the email addresses from a client into an Excel spreadsheet so she can upload it into an email marketing software and send it.

 5:16  

So painful.

 5:17  

It is.

 5:18  

Don't do it. Don't make other people do it.

 5:20  

Yeah. Well, here's the trick, though, let's say that you don't want to do regular email marketing, that's not something that you want to do. I guarantee there's going to be a time in your business when you need to reach out in contact your client list, maybe you're going to raise your rates, maybe you're going to move your office, maybe you're closing your business and or you sold it to somebody and you're going to transfer these clients over to somebody else. You need to be able to contact them. If you don't have a digital list of these people, it's going to take you hours if not days to compile this list and you might have to call every single one of these human beings to get their emails from them. Which in that case, you're just gonna send a Certified Letter, right?

 5:57  

You may as well just tell them on the phone at that point. Call 'em all individually! 

 6:03  

Yuck.

 6:06  

What's the takeaway there? Collect your email addresses digitally. You never know. 

 6:11  

No, you never know. Collect your email addresses now, digitally, and worry about what you're going to do with them later. Onto our three golden rules, these are the things that I make sure happen in every single email campaign that we run. And these are big picture rules. We'll go into intricate rules for email marketing in another podcast. Right now though, let's talk about three big picture rules. The first one --

 6:32  

The number one reason people don't email market is because they're afraid they're going to spam people. So what you do is you don't spam people. See, that's stupid. 

 6:40  

She said it like a pro. 

 6:42  

Just don't do it. 

 6:43  

And when we're talking about spamming people, we mean don't buy list.

 6:46  

Like if I didn't give you my email address and you're sending me emails, I get mad. So that's one way to spam people. And you don't just put a bunch of emails on a list from you know, some random place you've gone or so, you know...

 6:57  

Yes. There's a lot of people who do trade shows -- this is one of the biggest pet peeves -- they do trade shows, and they're trying to gather contact information from people, and so they put out the fishbowl where they're like, "Hey, putting your business card to when a Wii!"

 7:15  

As like a like an antique? Haha!

 7:20  

Remember that when like the Wii was like the thing that people get away at trade shows. 

 7:24  

Oh my gosh. 

 7:25  

Yeah. Now what do they give away? 

 7:27  

iPads or cordless phone chargers? 

 7:31  

No. Did you ever put your business card in for --

 7:34  

Oh, no, socks, socks, patter-end... 

 7:37  

I love it when they giveaway socks.

 7:39  

Patter-end socks, as I call them.

 7:41  

I love it when people give away socks and water bottles.

 7:43  

Right? They're the best. 

 7:45  

Okay? So let's say that you have a fishbowl and people put their business cards in to get a water bottle. All right. Then they take all those business cards and they put all these emails into a list and you just start emailing all the people on the list. Yeah, just because I wanted your water bottle does not mean I want to opt into your email list. Let's get clear here. Do not do that to people. 

 8:09  

I mean, unless you tell them and they said that's okay. But that's really the only way that would work. 

 8:13  

Exactly. Make sure that people can opt out of your emails when you put them in your list. And the only time that I would say that it is appropriate to send out an email to a big group of people after an event is to ask them -- and notice I use the word ask -- if they would like to join your email list. So let's say you got all those business cards out of the fishbowl. You send them an email and you say, "Hey, it was great meeting you at this trade show. I'd love to keep in touch with you. We offer great tips about marketing on our website. Would you like to join our email list?" And they can say yes or no. You may send one, tops two, of those emails and then you need to be done.

 8:52  

That's it. 

 8:52  

That's - other - you're just like annoying at that point. You're going over and beyond. 

 8:57  

Yeah.

 8:57  

Golden Rule number two. Take it away, Katie. 

 9:00  

Make friends, be nice, offer treats. Offer your friends treats be nice to your friends. I mean, that's it. I mean, again, it's just as simple as not spamming them. You want to be nice to them, show them that you care. 

 9:12  

Let them know that you know who they are. 

 9:14  

Right, they're not just an email address or a number or anything. They're just, they're people that you care about.

 9:20  

So you're gonna, like knock on their door and offer a gluten free, dairy free sugar free apple pie because who knows? What kind of food intolerance, they might have --

 9:27  

shows you care -- 

 9:28  

Or better yet, you could shovel their driveway. I mean, it's really easy to make friends around here in the winter if you've got a snow blower.

 9:35  

That's true. 

 9:35  

Dang easy. 

 9:36  

I love those people.

 9:37  

So think about what your new friends might need and share that with them through these emails. Now, I'm not talking about converting them to your latest pyramid marketing scheme. 

 9:52  

I knew you were going there.

 9:53  

This is not that is not being afraid. I realize that you may be like so into this opportunity that you can't wait to share it with everyone. But that is really not what people want. They don't want to be sold to, they just want to find value in the things that you offer.

 10:06  

There's nothing worse than someone who just jumps right into something like that. But there's also -- comparatively worse is creeping in with this feigned interest. Like, "Tell me about yourself. Who are you?" and then being like, "Join my pyramid scheme!" So you know, you can be a friend. It is a sustained thing. It's not something that you just do once and then you're like, "Okay, now! Now I'm gonna spam the crap out of them." It doesn't work that way.

 10:30  

No, it's not. You my friend, so now I'm going to sell you a car. Stop. I don't need a car.

 10:37  

Yeah, "I thought you were just saying hey."

 10:38  

And last but not least, this was the thing I was talking about earlier is that when you are inputting information, like blog posts, promotions, projects, jobs, events into your website, you can automate.

 10:54  

That is just the most magical word.

 10:56  

Automate your emails to send, because some people think that every single time you use send out an email you have to create the entire thing from scratch, and I admit that I was one of those people years ago.

 11:07  

I've worked as one of those people.

 11:09  

I had a person on my staff who 20 hours a week did nothing but create the exact same email promoting different content.

 11:18  

Oh 20? Ohhh.

 11:21  

Every single day. 

 11:24  

Wow. 

 11:24  

And then I found MailChimp RSS driven campaigns and it rained Skittles. 

 11:32  

Oh, the heavens opened up and Skittles came pouring down.

 11:35  

Yes, I ran around the office and I did the happy dance. And I made everyone give me high fives and I swooshed my imaginary superhero cape and it was on. It was so awesome. And then I had to sit back and find like another maybe more rewarding job for my human email maker.

 11:56  

Which was what?

 11:57  

She started writing.

 11:59  

I thought you might have said "getting coffee" or something, but... thank goodness.

 12:03  

Oh girl, we get our own coffee around here at MayeCreate.

 12:05  

It's true.

 12:06  

We put our interns to work. So here is how this magic works. You publish the information on your website and then MailChimp checks back in at set intervals you decide. I believe that you can decide if it's daily, immediately, weekly, or monthly. And it checks back to see if there's new stuff, and if it finds new stuff, then it automatically formats an email using a pre-made template that you made, and it populates it with the new information in your feed and sends it out. This sparkling pre-made email to your email list.

 12:40  

And guess what you guess what you did you just set up a template and uploaded a list. 

 12:44  

Yes. 

 12:44  

You just made it happen once I didn't do anything for that automated email to go out other than that.

 12:49  

how long does it take you to set this up for somebody?

 12:53  

You set up an account you put in information about the account, you upload a list if it's a digital list, and You create a template, it probably takes about 30 minutes to make a template and then you set up that's about it. You set a you set up the integration on your website, and voila. 

 13:09  

So it's like a couple hour task. 

 13:11  

I mean, if... yeah --

 13:12  

if you've no idea what you're doing, you might reserve an afternoon for it.

 13:14  

Yeah, which again, an afternoon for an endless amount of automated emails, I think is worth it.

 13:20  

It's amazing. It really is amazing. And the thing is that you can set it up so that it pulls the most recent post from your website and puts that in as a subject line. Katie really carefully orchestrates what posts she puts into the website to make sure that the subject line of the email is something that would be --

 13:40  

Enticing or relevant or --

 13:42  

Yeah, to the people who are getting that email for the day. 

 13:46  

Something that provides value. 

 13:47  

Exactly. 

 13:48  

Just saying, touching on that earlier thing.

 13:50  

Even if people don't open the email, they saw your company name. They saw you and it was essentially an ad in their inbox.

 13:58  

Honestly, sometimes I'll sign up for blogs and just the comfort of seeing them, you know, is like, "Look, they’re putting out new stuff." So I mean, just to the warm fuzzies knowing that people I, you know, interact with are still doing things -- it's valuable.

 14:12  

I mean, when I see a valuable email in my inbox, I am totally like, "What? 15 new hacks to get into Google ads?? What?"

 14:19  

And then we forward it to everyone in the office.

 14:21  

It works. And I’ll make everybody read it. It works great. But you know, which is a great segue into tools, huh? What do we use at MayeCreate to make this an efficient process? The first thing that you need to do is put an email sign-up on your site. 

 14:35  

Yeah, it's hard to get new emails when there's no way to to sign up to get people to sign up for them. We've never experienced that firsthand.

 14:42  

We launched a brand new website. Well, I mean, it's at the same domain. It had the same-ish content, but we redid our whole website, what was it like two years ago, year and a half ago. And we monitor our marketing metrics because -- we practice what we preach -- and you know, three months went by and We were like, this is really weird. Our email signups plateaued.

 15:03  

Mm hmm. They're not going anywhere in the up direction.

 15:07  

And then we thought, "Did we put an email signup on the site?"

 15:12  

Yeah, that's, I mean, outside of our offering -- our offering emails had the opt in. So, we were getting people. But it wasn't at a rate that we were before. And it was because, you know, as humans, we realized that we just didn't have anything pulling people in on an email, you know, sign up. So

 15:30  

There was just a heck of a lot of work moving all the content from our website to the new. 

 15:36  

It was a humbling moment. 

 15:38  

Yeah. 

 15:39  

But now we're getting endless amount of subscribers. So

 15:43  

We get subscribers all the time now that there's actually an email signup on our site.

 15:47  

Yeah. And we're using additional tools.

 15:49  

We use Formidable Pro to sign people up along with a -- that is a form building plugin that you can install in WordPress. We use it for so many things, it's one of our favorites. You can use just regular Formidable, you don't have to have the pro license to let people sign up for your emails. There's also an add-on though that you need to put in, which is the MailChimp add-on to allow formidable to talk to MailChimp. And then you can ask them for specific pieces of information if you need to, to segment people into lists. You can, when they sign up, segment them automatically into a list based on what page they signed up on. 

 16:28  

It's so wonderful, it's wonderful.

 16:30  

It is, so speaking of downloads and segmenting lists, one thing I read an article about this -- I don't even know -- years ago, it was on HubSpot. And this person said, "Add a checkbox to your downloadable content, your checkout forms, and your email forms on your website to allow people to opt into email signups." Magic!

 16:52  

That was the only thing working for is there for a while.

 16:54  

They do it, and I know I do it. I'm like. "This is a valuable thing. Sure, I'll take your emails," but if you don't have that checkbox in there, they won't because they can't. Ethically you should ask them if they want to sign up for your email list. 

 17:07  

Yeah, and I will say just as one quick caveat to that, if you do set that up don't have the checkbox automatically checked -- that bothers me. I don't know if that bothers you, too. But anyway, that's my only note like, yeah, don't just assume I want your email!

 17:23  

No. 

 17:24  

It's like at McDonald's. "Welcome back to McDonald's." You might be right, but don't assume that I'm coming back to see you -- makes me crazy anyway. 

 17:31  

I've never been in McDonald's. 

 17:34  

Oh, Monica, you're the only people they're talking to you.

 17:40  

And I think the reason that they start with it checked is because they want to get everybody -- even the people that forget -- to uncheck it on their email list, and I disagree with that methodology. I feel like to you want people who want to be on your email list in your email list.

 18:00  

There's nothing worse than someone who's got an email they didn't want because now you've got them those people bad talking you to their friends because like "oh these people!" and no, you don't want to be those people

 18:09  

No, you don't want to be those people.

 18:10  

Just be cool -- be their friends.

 18:12  

Another way to gather email signups on your site is through pop up. Okay, so I just said pop up. I can see you rolling your eyes. 

 18:19  

Yeah, it's trigger word for a lot of people 

 18:21  

Right now -- here's the deal though. I was reviewing marketing metrics for one of my clients. And I looked at her website and I was like, "How does Melanie who is Melanie, who is --" 

 18:30  

Melanie Spradling? 

 18:31  

Yeah

 18:31  

Is that who you're talking about? 

 18:32  

Yes!

 18:32  

I love her. 

 18:33  

She's a home inspector. She was getting email signups everyday, like multiple a day. And here I am. I'm like, "Well, I mean, my blogs are cooler than this, they're about marketing.

 18:48  

Yeah. They don't apply to inspections, but they're still cool,

 18:51  

Sorry, Melanie. Thanks for the example...

So I looked at the two websites and I said what is the difference like I looked at the two pages and then on Melanie's blog, the "sign up for our email list" pop up came up and it -- What?! Yes, that's what it was. So we put that sign up for our email as pop up on our website, and we're continually putting it up and taking it down as we decide if we really want to be those people or not.

 19:18  

But ultimately it does draw people in.

 19:21  

Yes. All right. So don't just discount it, it might be the right thing for you. Another tool that we use for ourselves and for our clients, we use email marketing services, the one that we use most often is MailChimp. It's free up to, is it....

 19:36  

2000 subscribers.

 19:39  

Yeah, and man, that is so great for some of our nonprofits because they, you know, they don't have a big budget and this is an awesome entry. Now, if you want to do automation, you can't do that with the free plans. All of that RSS automation, we started doing it in MailChimp because they were the only people that offered it at the time. We have also worked a lot with Emma. And they are they're so cute. They're the cutest people.

Unknown Speaker  20:07  

Yeah, I heard that, like person wise, you know?

 20:10  

Yeah, their marketing is so, so cool. And they also -- I just read today actually preparing for this podcast -- that they do offer RSS email integration, I had not physically used it in their system. So I'm not sure how it works. If it works the exact same way as MailChimp does. Also Constant Contact is one that I've worked in. And in the past, the way that their RSS integration worked is that I had to physically go in, I had to create an email, and then I could pull the content from the website and put it into the email. But that's not actually automation. That's making an email -- it's making an email easier. But it's still making an email. If you're just going to keep those email addresses, do it in an Excel spreadsheet, do it in a Google Sheet, whatever way is easiest for you. If we're going to send a one off email to some of our clients, we use this technique where we use Google Sheets in Gmail, and we literally mail merge contents to send it out. It creates a super personal email. And it can be very effective to get people to email you back. And we will talk even more on this in a later podcast. It's a neat technique. Every six months or so, you should probably go out to that client email list or that database, if not even more regularly, and update your email list so that way you make sure that it's up to date and frequent.

 21:31  

Yep, you don't want to leave anyone else.

 21:33  

Yeah, so really, I mean, you should probably stop listening now and start emailing

 21:37  

Get out there. Start emailing people.

 21:39  

How's that chip feeling?

 21:40  

Oh, man, it's been a little rounded out and smoothed out a little bit.

 22:00  

You can hop on over to mayecreate.com/resources. We have a few ebooks on email marketing, getting started in it reviewing your metrics to see how you're doing multiple blog posts about it at it mayecreate.com/blog. All of those resources are free to you please use them to help you or your business. So that's it for today. So once again, this is Monica Pitts 

 22:23  

With Katie Guinn.

 22:24  

Now go forth and market with purpose.

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