James: James Schramko here with Will Wang from GrowthLabz.com. Hey, Will.
Will: Hey, James. Thanks for having me back on.
James: My pleasure. Today, we’re going to address the topic, is email marketing dead?
Will: Yeah, it’s a doozy of a topic.
James: Is it really? Like, does anyone actually think it is? Because I’m curious about that, like in my business, it’s by far and away the number one conversion event. Like, the whole thing that I teach with Own The Racecourse is drive people to your website from all the various places, capture the email address, and show them an offer at some point when it’s appropriate. And then follow up with emails. And then of course, when I’m working with students, my go-to is to see what email database they have, we clean it up, we send out an offer, various different campaigns. Of course, most people know the nine-word email but there’s other ones. There’s the ASK survey and then there’s my Change Campaign that I modeled off Cialdini. So all of these things yield great dividends. So I’m just curious like, who’s actually saying it’s dead? Why would anyone think it is?
Will: Yeah, I’m hoping this conversation can finally put it to bed. All these new technologies coming out, things like chatbots, I think it’s all the people who are trying to roll-out or sell some kind of new way of doing things. They’ve got an agenda, right? So they come through and say, look, email just doesn’t work. Look at our little system and it’s getting 90% open rates, blah, blah, blah. Although, those are all fads and people get tired of those pretty quickly but they use a message that email is dead to try and sell more of their software or some of the services that actually do.
But yeah, you’re right, you’re absolutely right. Email is definitely not dead. I mean, we do so many campaigns around email marketing for our clients. Some of our clients have run really, really complicated and really well-targeted and put together advertising campaigns and funnels, and webinars and things like that. And we’ve always found that no matter what happens, the emails on the back-end of the funnels of ads always outperform what they had on the front-end in terms of sales. So for us, we put the data behind it. Typically for every single funnel we’ve seen, emails outperform other forms of advertising by 2.6 times in terms of sales.
James: Wow, not surprised. You know, even when I was running a car dealership, the only medium that would outperform email was direct-response letter. Like they were pretty solid. That’s like high-level open rates but it is more expensive. It is more difficult than email. I bet you almost every single person watching this is spending at least an hour or two a day in their inbox. I bet you.
Email is not going anywhere, we only have to look at our own personal habits. We are as hooked to emails ever. And if you do it right, significant differences. You know, I’ve learned a lot about email just from studying what you’ve been doing and paying attention to, like the things you do particularly well is compiling databases of very targeted people.
The other thing is that go along with it and, again, you’re really good with this, you’ve got the technological skills to have clean email deliverability. Like we went and changed up our SPF records, we had DKIMs and all this stuff and you’ve helped me with some of those things. Getting our emails delivered was a big deal. That’s definitely worth focusing on more than ever. I think that’s the turbo-boost button these days. Relevant list, good deliverability, sending the right stuff at the right time, and you’re away. If you want help with that, Will can help you, GrowthLabz.com.
Will, final tip for email marketing, what’s your biggest tip that you want to share today?
Will: Biggest tip is just to write emails as if you are reading them as if you are the consumer. So, that’s probably why people claim email is dead just because so many companies out there and especially some of the bigger companies around, they just do it really, really wrong. It’s impersonal, they don’t care what interaction you’ve had with them before. They go straight into the pitch.
James: It’s just some email, image brochure that doesn’t even render in your phone and stuff.
Will: Yeah, exactly. So the biggest tip would be, with technology and stuff, you can get people to do it, to help you out with it relatively easily. But the messaging is the key that you should focus on. And it really is about writing an email to another person, and giving them the respect to put it in a way that’s easy to read. Help them understand what you’re trying to help them with, or the value that you give or what you’re trying to sell, rather than having them research what you do and try and figure it out. Because everyone’s busy, no one’s got time for that. Make it simple, make it enjoyable to read, or at least not put them to sleep while they’re reading it. And I think you’ll see that emails would be a massive asset and a massive boost to your revenue numbers.
James: So high-value, personalized, conversational to one person, relevant, respectful, and I think you inject humor into yours, too, which you can do if you’re funny.
I appreciate you sharing, Will. Thank you.
Will: Thanks, James.
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