Marketing: Email Tips – Part 1

The Bosses dive deep into Email Marketing with tips and tricks to enhance your email engagement. Learn how to write subjects that stand out, increase open and click rates, and how to avoid the dreaded spam filter. Learn when to send emails, and how best to connect with your database like a #VOBOSS.



Takeaways

Quick Concepts from Today’s Episode:

  1. Email marketing as an art, science, and practice is complicated.

  2. Tracking your email data will help you develop your own best practices.

  3. Think about what makes YOU open an email.

  4. What can your email subject say to get people to actually open it?

  5. It takes courage to write an email subject line. Don’t let this keep you from marketing.

  6. Learn as much as you can about the people you are sending your email to.

  7. Don’t clickbait your audience.

  8. 40 to 50 characters is a good email subject length

  9. Great copywriting requires a comprehensive understanding of emotions.

  10. Use subjects that are action-driven, such as questions or CTAs, for your subject lines.

  11. Make sure that the body of your email is connected to the subject line.

  12. Emojis can be effective in email subject lines!

  13. AB test your subject lines and see which emails get the most opens and clicks.

  14. The more robust your database is, the most accurate your A/B email tests will be.

  15. If you put certain buzzwords, or all caps in your subjects, you may automatically go to spam, or even get blacklisted.

  16. You may never know when your email has been marked as spam, and most likely will lose your contact as a result.

  17. To make sure you maintain your list, you should include instructions on how to white-list your email address.

  18. The more you engage with an audience, the less chance your email will end up in spam.

  19. If you put too many links in your email, you may end up in spam.

  20. Be succinct. Have one call to action per email.

  21. If you give the audience too many decisions to make, they will make NONE.

  22. When every word of your email is ‘important’, none are ‘important’.

  23. Tuesdays, Thursdays, and then Wednesdays are statistically the best days to send marketing emails.

  24. COVID may change the way and times people consume and open their email.

  25. Sunday nights can also be good for sending email, because people plan their weeks ahead of time.


Referenced in this Episode

Direct links to things we brought up ++


Check out Mailchimp’s Advice for best email practices
Get a customized VO BOSS Blast for custom target-marketed emails.
Read Anne’s advice for long-term email marketing
Visit Pamela Muldoon’s Website
Recorded on ipDTL
BadAss Editing by Carl Bahner

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey, hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, with the email marketing content management maven special guest cohost.

[both laugh]

Anne: So we’ve been talking in this content marketing series about basically what is content marketing and then who are you content marketing to, understanding your buyer, creating buyer personas, and then we started to touch upon email marketing. And I wanted to kind of continue on that path of discussing email marketing, because we could go on for many episodes about email marketing. We just touched the tip of the iceberg last time. But I think at this point, BOSSes are now saying okay, now so we know we have to send emails. But first of all, what do I say, and how do I connect? How do I connect with that database that I’ve built? And how do I improve, you know, people engaging with me and opening up that email and starting a conversation? So Pamela, I think you’re the master of this, doing this for so long. Tell us a little bit about some tips that you have that might help improve engagement when I sent an email to my client.

Pamela: And I just want to touch on something you said, we could do a few episodes, which I think we will. Because email marketing, I think to give ourselves, I think I’ve talked about this before, we need to give ourselves some grace on this stuff because email marketing as a topic and as an art, science and practice is a big one, right? There is a lot going on. And so you could be a student of email marketing for the rest of your life.

Anne: Keep in mind, BOSSes out there, this is why marketing departments are formed, and there is multiple people in them.

Pamela: It’s why I’m employed, Anne.

Anne: Yeah, it’s why, yeah, Pamela is employed full-time doing what she does, and email marketing is just a part of that. So know that, guys, it’s something that is I think worth your listening and educating and looking into, because it’s a big part of getting clients and a big part of our voiceover business today.

Pamela: It really is, and you know, we’ve talked about the importance of your database, and your database is your lifeblood basically of your business. We started I think in previous episode touch about the different ways to communicate, right, from promoting yourself, to the newsletter, to I think we even mentioned drip campaigns in the last one.

Anne: Yep, yep.

Pamela: These are all great styles of communication when it comes to email or types of email communication, but then we start to get and drill us down into, okay, that’s great, but how do I open the darn thing? How do I – [laughs]

Anne: Isn’t that the truth? I do know that my own email experience, right, again I always try to tell you guys out there to really take your own experience into account, and what makes you click to open the email?

Pamela: Right.

Anne: I know for me, I get a ton of email on a day-to-day basis. Now you’ll notice though, Pam, that it has gotten easier. At least in Gmail, they have now, it’s built-in thing where you can automatically unsubscribe, or if you haven’t opened up ad email in so many days from this particular person, a pop-up window will actually show up and say, “do you want to unsubscribe? You haven’t read an email in so many days.” In some ways I feel like oh my God, that’s cleaning up my inbox. But yet in my own business, I’m thinking, oh my God, are people unsubscribing to my –

Pamela: Google is not helping you –

Anne: No, they’re not.

Pamela: – if you’re a business owner. [laughs]

Anne: I’m glad that you say that, because I’m a little frantic that Google has been doing that. Because I want people to still get my email. I don’t want them to unsubscribe. Let’s just start with when it comes into your inbox, that’s a few things that I see, and that’s who it’s from, and then I see like that subject line.

Pamela: The dreaded subject line, right?

Anne: Probably one of the most important things I think in terms of, what can you say on that subject line that gets people to open up?

Pamela: Yeah. This is where I’m going to use two words that’s common for those of us in marketing to use called best practices. And I’m going to share some best practices around some of this stuff, but I want to say that with a little bit of a, kind of an asterisk if you will, right, that best practices are there to help guide you as you get things kick started and feel more a little more what I call educated confidence around this stuff, but at the end of the day, it’s also tracking your own data that’s going to help you with your best practice. Right? So I cannot stress that enough. The reason I say this is because with every single one of these pieces or elements of tip, right, like subject line, or we’ll talk about day of week, time of day, things like that, there is a corresponding piece of data that goes with that. That’s what we as business owners don’t always, you know, connect the dots. Right? So what we see in our data will help us drive the decision whether our subject line worked or didn’t work, or we need to pivot or that type of thing. So we’ll kind of talk through some of this. Yeah. [laughs]

Anne: Yeah. There’s so many people, I can’t tell you, Pam, that ask me, okay, so what do I say? Like what do I write?

Pamela: Yeah.

Anne: And like it’s almost like they want it to be like, I need the answer.

Pamela: The silver bullet subject line, I would be a billionaire if I could come up with it.

Anne: Exactly.

Pamela: [laughs]

Anne: What subject do I put in there? What do I write? It’s almost like the rate question as well, what do I charge? I’m like well, you know, a lot of times we have guidelines and best practices, so it’s kind of the same thing, right?

Pamela: It really is.

Anne: These are best practices.

Pamela: Yep.

Anne: And guys, know that it takes courage sometimes to write a subject line, and – because I know it’s scary. We’re like, oh my God, I don’t want to write the wrong thing, but I don’t know what to write, so then what happens to most people out there is they write nothing, and then they don’t market. And so there is a certain amount of courage that you have to have in terms of subject, writing a subject line, and as Pamela, as you mentioned, I think it’s important that you take a good look at your database, your buyer personas, and understand and learn as much as you can about those people that you’re sending your mail out to.

Pamela: Yeah, and a rule of thumb with the subject line is, don’t bait and switch me, right?

Anne: Oh yeah.

Pamela: So make sure your subject line 100% coincides with what’s happening inside the email, right? That’s really important. We don’t want to bait click these people. We don’t want to –

Anne: Make sure people know what bait click means.

Pamela: Yeah, so basically when a headline or a subject line says something so sexy and intriguing, we have to click on it, and then you open it up, and you’re totally defeated or deflated because the information in the article or the email is not at all what the subject line was, but it got me to open it.