Email Marketing to Boost Your Business

foreign good morning everyone and thank you for joining us for email marketing to boost your business today is February 9th and I am Nick Frye manager of Business Development with tourism level Scotia tourism Nova Scotia is a division of communities culture tourism and Heritage and we work with communities and Industry to attract visitors to the province and increase tourism revenues through experience and sector development business coaching marketing and visitor servicing this webinar series is a partnership with digital Nova Scotia and I'm hoping that you had this chance to sign up through digiport we'll talk about that in a bit but um really excited that you could join us today so our housekeeping we have uh the best way to have a really robust great discussion is through really strong questions so we would encourage you to ask any questions that you may have throughout the webinar we also uh wanted to let you know that this will be available um recording will be available tomorrow so if you have to leave and you know if you have to leave if we go past 11 or if you find something really valuable and you want to share it with you know somebody else the industry or co-worker you can you can share that and the closed captioning will be turned on but you know if you prefer to have it turned off you can just turn it off in the settings so again as I mentioned the webinar is a partnership with um digital Nova Scotia and um digital Nova Scotia also through our partnership offers digiport and it's a One-Stop shop for any interactive services and educational opportunities you need as a tourism business to bridge the digital Gap so we are doing our best to offer um programs and services tip sheets webinars that will help address some of the challenges businesses have um with their digital needs so if you haven't signed up for digiport I would encourage you to do so and the links on the screen right there so today I'm really excited that we get to have Maria sushiko with us she is the um co-owner of playground creative uh with uh she has a master's in international Commerce and a masters in marketing we were lucky enough to work with playground creative for some of the videos on digiport and had a wonderful experience and I'm really excited to see Marina's presentation today Maria has comes to us today with over 15 years in marketing development and built a career in a variety of roles and industries mostly across medium to large companies in France Switzerland and Canada of course uh Maria's specialized in business management process specifically strategic marketing business development operational management custom relationship customer relationship management and really knows how to to make those tweaks to um operate in competitive markets and when you work with playground you know they say it's like working with the family they offer the own overall strategy and uh you know brings a wealth of experience today uh when speaking with playground they are planning to get on the um one-on-one session so uh you'll be able to book them one-on-one down the road when they get uploaded so really excited to have Maria here today and playground creative and I'd like to invite Maria to share her screen and share her knowledge welcome Maria and we just need you to unmute Maria and then we're also yes sorry yeah okay so uh okay all good thank you so much for joining uh myself and Teresa scotian digital Nova Scotia for this webinar I'm very happy to share my knowledge about how to use email marketing to boost your businesses uh so as Nick explained to you if you have any questions uh you will probably ask them in the end but this is like a really important question and you feel like oh I'm going to write forget it or whatever I don't hesitate to ask me okay I'm not going to be offended if you are typing through my presentation so today we're going to talk about how to use email marketing to post your business and what I would love to cover is what is in email marketing and what is not an email marketing when and how to establish your relationships with your subscribers the current one and the future one how to provide captivating content so subscribers open your email and for sure as everything is marketing what metrics are key what values we are looking for and how to improve it so um I will do a little bit of introduction of myself as Negan did it already uh then we will talk about the pillars of email marketing how to develop your email marketing strategy from scratch so I will give you an example uh on how you can do it easily and then the impact of your campaigns okay so um as Nick said my name is Maria school I'm Ukrainian but I spend most of my adult life in France this is where we start our first business with my husband so we work basically I was French and swiss company and then we moved to Canada and we kind of continue on the business uh Journey here as well so we mostly work with non-profit organizations and the tourism businesses just because we've been participating in uh tourism digital assistant programs with the DNS and uh Joyce Nova Scotia over the last three years so when I will be speaking to you about the examples I'm happy that I will be able to bring you uh some real examples with the real metrics okay so uh why email marketing is uh so important so first of all because it's a suitable for any type of businesses right it's been here for over 20 years so I just read an article this morning saying that the first email marketing was sent in 1978 and uh the person that sent it it only sent to 300 email addresses and this person says that they generated like over 30 million dollars of Revenue out of these email addresses right so uh and why it's so important and it's still here like over the 20 years because it's a no loyalty Channel have managed to outshine this channel right despite of Facebook Instagram LinkedIn and all the social media that we uh have seen uh popping out over the last 20 years it's bringing a very powerful and important return on investment comparing to all other channels it's powerful because you can input any type of content like it can be images it can be text it can be videos chips Etc like what you're going to put into your email depending only on you and not some algorithms or okay this file is not good for Instagram or Facebook Etc and what I've noticed that for me uh a marketing email marketing is a perfect blend of business strategy Arts technology and psychology some of the figures for example in 2019 there's an English company that did a survey it says that we research has shown that organizations receive an average of 42 dollars on the return on investments for every dollar spent okay so what is an email marketing so anime marketing is an loyalty tool I know that all of you uh you have different type of businesses most of you are coming from tourism businesses and I know that you want to sell but I really want to understand today that it's not a recruitment tool it's not a miser sales tool but it's not really a recruitment deal email marketing is a loyalty too because you don't used to getting new customers here it's already the customers that either came to your website or expressed some interest and you use this tool to activate your existing customers and retain them so what is a newsletter so we know all very well that is different types of email marketing and one of them the most uh that people use this on news later so it's just the process of sending an email campaign to your subscribers it might be transactional campaigns to sell your products it may be an informational campaign to report on something and useless research to provide information that not entirely transactional and helps more to share the information and for sure you can always add some transactional buttons on the end so but basically we want to share our knowledge to position ourselves as an expert in our field links that have some interest to us because we are not only talking about us preferably in our newsletters and sometimes the promotions so uh consider email marketing as a window for your brand and your knowledge so people can Discover it they can enjoy it and they can share it yeah so um the most and the most important thing for me uh for news later is that it gives you the possibility to build loyal audience and the audience that you can call your audience I will explain it a little bit later but why because you can share this content quickly directly and relatively cheaply because all the email platforms they're less expensive than Facebook ads and all other tools you can retain your contact because you're giving them updates on what you do or are doing and you're sharing relevant content with them by doing this you will be creating an even closer warranty with your customers and then you can for sure monetize this content if you want to by monetizing I'm saying selling for example um your services or your products or even even you know for example media files Okay so newsletter again are the Loyalty tool look we know that there's a couple of the different uh types of email marketing so we have this uh email campaign so this is a very specific purpose you can promote some events of yours or the promotions or something important and happening in your company you have the newsletters but the most known type of email marketing which is a consistent um email marketing that's something that you said at the frequency you've decided to do it you also have an automated marketing emails which is the triggered emails that for example it might be a welcome email or something else and you have transactional emails which is booking confirmation orders confirmations reminders for example or you've booked the service it's coming into one day uh it can be a thank you mail one of the great example of a transactional email um uh it's uh abundant card right you probably all notice that when you trying to buy something on the Internet and finally you decided not to um about like I don't know 15 emails or sometimes two or three hours later you have this mail thing oh you forgot something in your in your card now this is a great example of it so again it's a community building tool the community building tool around your brand and around your services around your company it's not a stand because we are only sending solicited communication and I will talk about it more a little bit further into the presentation marketing communication has been requested or will be requested it's a very important point and it's either already have been or will be permitted we need to ensure that subscribers have subscribed voluntary and explicit to your email list if we respect all that so email marketing becomes a very useful loyalty tool build trust worseness to your brand and to your products and for sure maintain the customer relationships foreign marketing is a very big thing for all the email e-commerce websites right I'm myself receiving like five to ten emails different like from the e-commerce websites but uh you need to understand that it's when we try to build some new tools in the marketing we're always thinking about well I want to get new clients I wanna uh expand my clients I want to sell more but we forget that it's much easier to sell to existing customers they're trying to attract the new customers so that's why having a pre-existing customer base is essential when you start the email marketing loyalty and retention channels such as email marketing or SMS are much cheaper than acquisition channels again it's much cheaper than Google ads it's much cheaper than Facebook ads Etc if you don't have a initial list of the customers for some reasons do not worry Miss letters tends to grow organically and exciting content when exciting content is shared it serves all kind of services and creates clear links between your clients and the apps and you want to take him but you decide what you want them to make as an action and it held to customers to get to know you better and it's very stable Channel compared to um SEO Google ads and social media uh what I wanted to say is one of the beauty of newsletter as well is that it already capitalized on all the good work that you have done on your social media or on your website what I wanted to say is if Glenn came to your website either through the Google ads or a very well-based SEO strategy or a Facebook ad and he re-read something on your website and when he literally okay subscribe it means that he's interested by your content so you've done the half of the job already okay so be patient building a list it takes time if we go from the situation that you don't have at all uh a customers for those that want to start their business because uh again one of the benefits of email marketing is that it brings a pretty good return on investments so for example if you already have a list of subscribers or clients you are going to send the email content too so your return on investments will be quick here but if you're just setting it up you it will cost you less because a lot of the softwares they are using this I would say uh the system of the brackets uh how many emails or campaigns you set you sent for months or per week so if you are spending less you will be sending you will be spending less and if you're sending more you will be spending more so it's not like all the other uh tools where you have to subscribe for this amount of money and even if you're not sending a lot you still um having all this money to spend on the particular campaign so yeah be patient it takes time and it will grow uh yeah so why building your own subscribers list and when I'm staying building your own subscribers list I mean building your own audience you have to keep in mind that by building uh your own subscriber list you are going to enter in the right direct contact with all your subscribers there your email will appear immediately in their mailbox and it will stay here we all know that people are more likely to see email than a social media post right it may not appear on their feed or if they're not constantly on Facebook on Instagram it will go down and it you really depend on how long people are going to scroll down it will drive and as we are all very attached to our emails the possibility of people opening it is higher than finding it on Facebook you also have a live statistics right you see right away who opened the campaign who clicked on the links how many how much time they spent on your website it gives you right away the statistics how many sales they brought you if you're trying to say itself through uh through your email and it will give you the traffic over you the sales overview and you can literally depending on the software you're going to use you can literally see who opened what kind of link so you can even drill further down in the what kind of content your audience like and even fraction your con your audience according the type of content they like you open also a communication Channel with your clients so if you're sending a newsletter and most of the cases uh if you're a small business you have this possibility to put your email address at the reply to email address and if people want to ask you a question they will ask it directly to you and again it will arrive to your email box you're not going to lose it or not see it on the page like it's sometimes the case on a Facebook Messenger or Instagram messenger and it will stay true even if you haven't responded to yet you can still do it within 24 hours or whatever you control the algorithm don't forget that all the social media all the big companies they change algorithm very frequently and even answer the agency sometimes have a hard time to understand why they're doing that learning the new trends Etc here you control the algorithm email will be sent to your subscriber subscribers and you can literally fraction them according to the promotions according to geographical zones according to the interest etc etc I would talk about it how to um fraction your audience how to create the target audience for each type of services later and your audience belong to you not to a third party I mean if one day Facebook or Instagram crashes or whatever or you got banned for example it happened to my client they just posted something normal but for some reason their accounts were closed they lost all their uh audience like gum all these efforts that they put into building this audience and to creating all this great content on a Facebook newsletter or Tick Tock sorry in my Instagram or Tick Tock it's just vanished within one day this list will stay with you even though if you're not going to use it or the the system is crashing you can still can download this list in XLS file and reuse it in another platform so it will always belong to you okay again while building audience social media such as Facebook Instagram are valuable but don't fool into thinking you all your photos on this platform this audience belong to this platforms if you rely solely only on a on a Facebook Instagram or social media audience you as I said can get accounts shut algorithm that crashes that changes parts of bridge over Network Etc whereas here you will maintain an audience that doesn't defend or belongs to a third party even if this if system crashes you always on the list and audience list increases your company values for Investments of the sales um I have a very good example there was one company in Spain and we're building uh their blog around different uh animals like people were sending their pictures Etc they became very pretty popular and they reached over 2.4 million followers on Facebook and then Facebook saw that all this traffic from Facebook goes to their website they didn't like it because they want to keep people on their platforms they want to keep traffic on their platforms because like this they can sell all this Facebook ads Instagram ads so they basically change the algorithms and this company they lost all their followers and they went from 12th person that worked for this company to almost two and I have another example there was a company that called uh morning Brew so it was a company that gives some news for the Millennials so they build their subscribers list via their website they were always also active on a Facebook and Instagram and they even went further they went to the university in United States and they fill out the forms to get email addresses so their email addresses list grew to 3 million subscribers so when it was the time to sell their company because they have such a huge audience that they owned they were able to sell their company for 74 million dollars so don't forget that having this stable subscribers based on good output rates it might bring some value to your company the market value of your company if one day you will decide to sell it foreign why it's the better audience just because subscribing for emails it's less impulsive than becoming a fuller on social media myself as you I know I'm pulling a lot of accounts but I'm not always looking in their path and I'm not Their audience for me to subscribe to someone's website uh updates I have to a visit website enter my email address sometimes fill on the fields on the form if there's a form and then sometimes even check the confirmation email so this is really a more thoughtful sorry a more thoughtful process from your subscriber than just from your follower so after all my presentation I you might ask me oh okay so I'm going to complete the drop out my social media and I will be doing only the email marketing no for sure no it's not about that email marketing is about reducing the risk I talk about all this risk it's just to be on a social media and it's a part of a wider marketing strategy that involves multiple marketing platforms and channels so it's crucial to maintain at least one acquisition channel so you can find the perfect um formula that works for you between Google search like investing in apple or the Google ads or social media and then you combine this acquisition Channel with your loyalty Channel which is in mail Marketing in this way you might maximize your return on investments again because it creates audience on a different ad networks I just learned if you have an audience I mean if you have a live subscribers you can then downloaded The Meta business there's a process to go through that and you can then create a look-alike audiences you can then uh make a targeted advertising through the matter right on the Facebook and Instagram dates on your subscribers list but again be careful because for sure you will share this list with a Facebook so again you are sharing your audience with the third party applications and for sure it helps you to promote your events for kings and um and your products okay so how do you create uh what's the premise list okay so first of all please understand that having a huge subscribers list and do not interact with your content this country productive right aim to have subscribers with greater engagement and active interest in your content so what is a subscribable list is the list of your subscribers so collect as much information as you need when you try to uh create your subscriber space so you'll know that the little pop-up window or somewhere on your website that says subscribe to our um to our newsletters or be the first to know about our updates whatever you have chosen to use as a wording and as a call to action to subscribe to your list but when you create this little subscribers box think about if it's going to allow you to analyze your audience for example create different audiences and use these audiences uh be careful with uh picking up the phone number I strongly um I don't advise you to do that just because with all this time uh that happens on the phones uh recently with people calling you the people don't like you in their phone number because it's kind of uh for some reason they consider this the more stepping in in their privacy uh given literally my phone number so uh if really you can go without it don't ask for a phone number only a request the necessary information again the more you ask the more you increase the risk of people dropping off the subscription process I have one of the clients with the hotel in walfell and she is a huge subscriber sleeps right so the only thing she asks uh from her subscribers the new one is just to stay either from Nova Scotia or I plan to Canada like she basically says please tell us if you're from Atlanta to Canada and they're just going to check the box why because uh during the off season which is not of summer season she's doing a lot of things locally like some branches some soccer clubs so she wants to be able to send emails to the people that live in Nova Scotia or not platform Nova Scotia right because she doesn't want to send email to 8 000 people that live outside of Nova Scotia it will never come for her brunch on Sunday morning whereas people that lives in Nova Scotia might be interested in that so that's why she decided to collect email address and just ask them people if they're from Atlantic Canada or not so this is the great example of request only necessary information that will allow you to analyze your audience create different audience and use it okay never never buy subscribers list even I have an agency I receive at least once a week any an email saying oh would you like to buy a subscribers list with all the businesses in tourism or whatever they ask they wanted to provide me it's an ethical and ineffective and it's considered a very bad practice first it's an invasion of the Privacy I'm pretty sure you've seen um emails that come into email box and trying to sell you something or asking you for something and you're like I have never seen you I have never talked to you I have never said that I wanted this email because like I don't want you in my email box uh there's no result of very low engagement it's not unique to you because they're calling you to sell this list to you but they will be doing exactly the same thing with your competitors and any other country any other companies not even related to your business and for sure it will damage your brand image if I'm receiving uh something from a company I've never subscribed to and they're trying to sell me something locally I will be like no like why are you sending me emails like I will never go to this company again because they damage their image remember again it's the Loyalty tool it's not an acquisition Channel okay best practices most of you I'm pretty sure you already have your um database of the customers so if you see today you're going to decide okay I'm going to do email marketing you choose your platform all the platforms allow you to download uh your list where you will have name the first name the last name and email address so start with here then for sure you can use the social media as I said if you're very active on your social media you can from time to time have a post or even a run on Facebook and Instagram ad we're going to ask people to subscribe via to your newsletters right saying okay sign up you can direct it uh the sign up button right to your website where they can subscribe for your email list again the purpose is to take your acquisition Channel and make it feed your loyalty Channel you can also subscribe subscription form to your website like I said earlier and you can even incentivize your customers by giving a discount uh all of us when we subscribe to a new website whatever the Hudson Bay I think every time you go into the Hudson League they say oh subscribe to our nearest new newsletter list and get I think 10 percent of this office count for your first purchase so this is the way to incentivize your subscribers and please don't be afraid you might lose a little bit of a revenue but I mean 10 to 15 percent it's not too much but you will acquire a customer that might be translated in a loyal customer in the future you can also do the cross advertising uh for example I had a client she's writing some special events in uh Cape Breton so what she did is she invited an influencer from Instagram she came to her um she came to her Stoppers so she did a beautiful article about her sub person on her website she was promoting this particular client and their events because it's the lobster event and she had this link to the website and we set it up that when people were aligning to this event page we had a pop-up that they subscribe to our email list and get a 10 of the prices of this event but at the same time we created a Blog article on the website of the company where we're promoting this particular influencer because she gives a lot of information about all other beautiful places to visit in Cambridge but for us it was a really good collaboration and a crossover time so we advertised her she had rejects us and and a class that it also helped it's also helping in building your um ranking on the Google because the more crosslinks from the websites you have the better it's for you uh for sure create a quality content reuse the content of your website analyze your social media post explore your competitors content follow the industry trends when we arrive to your when we go to your social media or to your website and we already see a very interested content we will be more uh inclining to subscribe to your list because it's like oh that's a great content I would love to have some more of it offer as well guides documents to download um my spouse I'm always reading a lot about the trends in marketing Etc so sometimes I'm just Googling things and I'm arriving to a very nice article and here I have a pop-up email saying or download our book about Facebook ads leave your email address I think hotspot hotspots they're very good at it so like this you can collect the email addresses so for example um it would take unwind to a company right so the Wine Tours in Wahoo area they're only running in the summer so like starting right now you can create I don't know a map of the best or the top 10 Vineyards in Nova Scotia and you can just propose to people to download this map right and to leave your email message again keep in mind that the Guides of documents you suggesting them to download it should be relevant information and not just all the relevant but interesting for your potential subscribers again uh if it's possible and depending on your business depending on how you are building the relationship with your customers or leads but try to have a subscribe for a link buy them on any of your point of contact over Patel with the potential client or customer what I'm saying uh you might have it on your invoices if you're sending invoices I don't know you can have it on your newsletters for sure already a newsletter you can say people don't forget to subscribe to our uh newsletter if they want to share for example this information with their friends I always said about the Facebook but try to think what are the points of contact with your potential customers or your current customers and try to see if it's possible to insert this uh subscribers Link in this points of context okay so uh we've seen the basics the pillars of email marketing uh right now we will go to the strategy so as any strategy we have to set up the goals like what do you want to do I wanted to boost your sales we're going to build a little bit more of the Loyalty or you're preparing for an important event in where you want to create awareness around this event set up your goals first for sure plan create deliver and analyze I would pronounce you a really simple strategy that I'm using for most of my uh tourism clients which is reusing your existing content what it says that you can reuse the content from your social media your website or look-alike or similar businesses so the first thing uh when you will be creating your strategy think about uh communicating uh it's clearly why uh because having a strategy gives you the possibility to set up all the most important things for your strategy such as the brand tone and voice like you make you want to make sure that every message that you're going to be sent it will be on the stem responding to your brand and to the message you wanted to vehicle it will help you to maintain the frequency it's not like I'm sending email today and the next month will be in three months it will help you to adjust it to the seasonability like if especially you're in a tourism business I'm pretty sure that you're depending on uh the high periods and um off periods it keeps as well to keep subscribers interest and generate and create content consistency is the key to the Loyalty so planning is crucial but this is relevant for everything even for your social media strategy uh why it's important as well frequency and the planning because sending your emails frequently will help you as well to blame your subscribers list which will be positively affecting them your delivery rate so because the system will be calculating how many bounced emails came back it will automatically most of the systems they unsubscribe automatically in the um about that email addresses so you'll be cleaning your list so instead of thinking that oh my God I have a 3 000 subscribers but the half of them are bounced by sending emails frequently you will be able to clean the list so uh when to send an email newsletter um if you Google want to send a newsletter uh I don't know for my reason but it says Tuesdays so don't say it on Tuesday just because uh everybody uh read this right and everybody will be trying to say from Tuesday so we don't want your subscribers to get like an emails on Tuesday in their email box for sure consider your industry uh when it makes sense for you to send the newsletter like if you're selling the weekend packages it's probably the best way to do it on Thursdays I don't know but think about what is your industry particularity for um for the newsletter remember as well your target market when they're going to be monster steps into opening your email again if you send links um packages for the I don't know weekends with the kids uh probably the best thing to send the emails it's closer to the weekend when the mothers like myself I think okay what I'm going to do with my kids today especially in this time when the weather is so unpredictable for the weekends so don't hesitate to send your newsletter for example your promotions on the Tuesday or Friday and for sure check the public calendar um why because you want to make sure for sure uh that you're not posting some sensitive content uh just a good example of it if you're promoting a wine tours and I think like September 13th or 14th is the National Silver day you will look not very good if you're sending email about the wine groups or the national October day right just Google uh the public calendar and Google with all the uh different funny or mandatory holidays and you can for sure use it all right okay so this is in the mail template I'm using with my clients so basically uh when they try to create a strategy we take this template where we try to say okay what will be the date we're sending the town the the newsletter what who is the subject the introduction line the content the footer or larger text and uh if we want to add any additional Fields like I don't know some links to other websites as I said some important dates if we have any promos or any call to actions uh this is uh this is a template we've created that's the starting point for your strategy but don't hesitate to create your own um if you're planning to send in different type of campaigns like if you have audience and you decided to divide it in a different uh pillars so if if you have just a regular newsletter about your company and then you have a promotional newsletter so create two templates and my advice if you after this presentation decide to start using email marketing more have a couple of discounted to go in advance like three to four so it allows you to keep the frequency uh in case you have a busy week or something uh have happened and you cannot work on your newsletter this week so it will give you some some advance uh again uh you need to understand that you are establishing relationships with your clients right so prioritize relevant free content to make subscribing worthwhile don't push the sales all the time as I said you have seen the template have something important on this email something interesting Something Free and then you can add some call to actions or some trauma you need to share the relevant content altruistically so you need to show to your clients that are not only here to sell my products I'm here to build the Loyalty I'm here to to open the conversation I'm here to to just somehow become friends but become somebody you see frequently and you have pleasure to see them don't forget the rules we have to see the company five times before we will be considering to buy it from them so use this Principle as well create the positive associations with your emails it will make them more likely to open they will more they will trust you more and they will be more willing to engage again creating some free content will allow you as well to do the words during your off season for example if you're only operating in the summer you can still send emails during the winter but talking about nice souvenirs I don't know or the things we've done last year and the things we're planning this year but don't push the sales all the time it's more about creating the relationships and once the relationships are here it's like it's like dating somebody we're not proposing them to get married on the first date right we just keep removing our relationships and when we are sure we say like would you marry me okay okay oh so um how we can easily generate context uh create a broad range of ways to collect share and create content so as I said one of the strategy I'm using is and the tourism businesses we heavily uh depending on the beautiful picture so I'm pretty sure you have thousands of pictures on your iPhone or any other smartphone that you collect during your workplace so you can create some behind this business letter or something relevant to your industry uh collect the content through your workday share the links of the relevant blogs and articles like you've read something you find it interesting you think it might be interesting for your subscribers or your potential customers you can use this content and for sure repurpose the content from other channels into email format look at your social media what kind of posts or pictures or videos have more engagement if there's any possibility to create uh to find a common topic for your post and then create some interesting content around this post so this is again uh the first idea sheet so when we work with the client what we suggest them to do is take 15 minutes so you find for example a pillar like I don't know um our summer event for example and then you lay down like five ideas or five topics around this pillar and you only spend three minutes so once you spend three minutes here so it takes 15 minutes to fill in this but you will have 25 ideas to start your email list right and then depending on how often you will decide to send your emails if it's once a week you have 25 weeks of content almost ready for you just need to develop this idea color okay I have a chat question on quickly okay yeah uh yes creating your template again uh it can be tricky but it doesn't have to be don't start from scratch if you can use a template editor most of the email platforms they propose you the template already as I said if you're using your professional platforms that are available for you you will be able to create some template and these templates will be um helpful because it will create a consistent branding experience that will be your branding experience you can then reuse this template for each newsletter just need to tweak it a little bit depending on the content uh you can also use suggested template I know that one of the platform we work with when you open the email marketing model you have already some templates for right now there's a lot of a lot of beautiful templates for the same Valentine's Day right because the 14th is coming uh always check the mobile version because sometimes it looks beautifully on the desktop but when you click on the mobile version it might be a little bit tricky and most of the platforms again they have the switch between uh the mobile version and the desktop version creative menu templates as you apply on type of newsletters as I said if you have a promotional newsletter that's coming once a month and then you have an information on this letter that's coming two times a month have different templates for this pay attention to the subject line because this is the first thing we're going to see when we um when we see the email right so it has to be something that uh help us to open the email or talk to us it should be interesting so by reading the subject line we will click on it and for sure only make promises you can keep if you put a subject line incredible offer for your kids this weekend but please make sure that in the core of this email your offer is really incredible okay again frequency we have now the dates you created templates you know what kind of contents you're going to post please keep your frequency again check your public calendar uh to make sure that your frequency are correct uh tailor your content so you can develop some additional content around important dates when you're checking the calendar as I said if there's like I don't know some some International Smiles day or I don't know um maybe some stupid days but you can tailor your content around it stay original right so don't forget that if you want to send something on Christmas on black Fridays on Easter don't forget that thousands of the companies are doing the same thing as you so I never sent emails on 24th and 23rd of December because I know that nobody will be will be again only engage with the dates that are relevant for your business and for your customers and as I said again avoid inappropriated posts uh dates to post right like I said with International sober day very important and welcome email not everybody have it but it's a really good tool as I said when people subscribe to your email send them a welcome email it's called one of the automated emails because it's the first impression right so in this email you can show some of your best contents pictures of local pause or you can explain them what can they expect from your newsletters just list like every month you will get updates on this list so that or you will be first to know about our promotions etc etc but for the class for whom we install the welcome email we saw a significant increase in open rates then okay um some of the techniques to stop your emails from going to step to spam so you need to know that there's a deliverability uh so it's a whole field of study responsible for analyzing if your mail will go to spam or not and the best ways to avoid it so it's um it's some it's algorithms that are similar to Google once for the Google ranking uh they're all private um you will never find information about them just because we don't want spanners to find this information right this is the set of filters and how they set up these filters and how they analyze each emails and uh if you see that uh the opening rate is very low that might be that your emails are going to spam and I will tell you how to avoid it but just uh for the industry 50 is considered as an exceptional opening rate 20 to 30 is considered the good and as I said 10 is really a bad one so you have to ask yourself the questions what is happening so good practices please organic subscribers list I already told you we don't buy the lists the clickable content again one of the filters is if you click on the content that is inside email or it's just a reading fulfill your subscribers expectation again so people read your email and click on it it should be content that is relevant for them and interesting for them regularly clean your list for sure there's one of the techniques if you do have a big list of the subscribers and we see that the opening rates are not good I know that some of the softwares they have this option send email to those who haven't haven't opened it yet and you can literally ask one if you do not keep getting our emails or not don't don't don't worry even if your ego will suffer because most of them will say no but it will clean your list it will narrow down the market but this will be clients that are engaging with you so you maybe have less subscribers but more people that are engaging with your content and that's more inclined to buy after your services and for sure avoid family Awards and phrases you can Google them there's a kind of a list but don't put in subject line things like free buy NOW essential perfect money guarantee uh 100 uh return back Etc like all this nice words between the brackets that farmers are using all the time the metrics uh we will talk about the metrics but um as I said the platform is not very developed comparing to all this uh other platforms like social medias but that's the beauty because the metrics are really easier to read for sure open rate it's one of the indicators for the stamp system as well so they will use it to read your emails uh bounce rate this is uh these are complaints that also influence the spam filters I know that for example weeks that we use for our clients if we integrate the list that are not an organic one for example it's the list of your existing customers and if you have like a thousand and something like that weeks for the first time will start only still sending the batch of 100 emails because they will be testing your bounce rate because if they see that if out of 100 emails you have like I think their oh their threshold is 25 if I'm not mistaken but if they see that the more than 25 percent is coming back as they will stop your campaign because this is an indicator for you that your list is outdated that you will have a higher bounce rate and this is a very um dangerous situation for the stand filter because you will be flagged as a stump by most of the spam filters from Gmail Yahoo Etc and for sure the click through if you have too much text as I said and no links or buttons or whatever unfortunately this is one of the uh metrics for the spam filters as well so as I said in my template earlier always have some place for the links or buttons don't have just a plain text on your um emails Okay so so from spam we're going to come compliments again this is the metrics that you're going to use uh um your success of your campaign so you have the positive indicators like I said already The Click through the open rate the sales I wish I can show you one of my clients just give me quick moments so for example uh here she was selling something for one of the metrics is even a total of the sales right so this particular platform allows you to measure the sales from your company because she had a link on her campaign to book an experience with her it can even give you the total sales per marketing campaign which is good because you can then measure your alternate investment negative indicators as I said the bounce rate and be very careful right now we always have a complaints so when people are saying that at this time right when you're receiving something and you say okay please plug it as a Spam it's considered as a complaint and again it's a very red flask for his um filters so again we're not buying the subscribers list okay so tips always analyze the trends and you get in the results so read your statistics read your open rate for example if you see that the open rate is very low and you improve your contacts and you claim your subscribers with and it's still a very low that's one of the indicators for you to contact the platform with probably something wrong with the platform or there's technique or something that's working on the end that's why we analyze the metrics compare them with the trends again with some uh with some um industry the good rate will be 40 for you it will be 30 or 20 like go and read a little bit on the Facebook or sorry on a Google to know what is the open rate trend for your industry and always compare desktop and mobile analytics we've noticed for most of the clients that once you have a very large opening rate on the desktop it means that people reading your emails at work because this is where we open a desktop right because most of us will open other emails now smartphones so that will allows you to tailor better your content for example for the frequency or for the date of the time you want to send it like if it's like 1 pm 2 p.m uh if you sit at the desktop rate opening is higher so you know that your promotions needs to be sent during the weekdays and not the weekends for example you know so it's a very interesting um metrics we can read from opening rate on the desktop on mobile analytics and again this is where you're going probably to post your Facebook post you're going to see okay if most of my subscribers open it from the desktop so probably going through the mails uh during their working time so maybe I can try and post something on Facebook instead of posting it in the evening let's try one or two pm and see what our results and voila so I finished if you have any questions I will try to answer them and if I don't have an answer right now I will try to find an answer later and if it's possible to to send it to you through either DNS or the original discussion all right thank you that was really really helpful a lot of a lot of really good information to send so Daniel Allman says excellent presentation thank you so much um thank you just want to encourage anyone that has any questions to to put them in the chat now uh I also wanted to let everyone know that um this is available to review again and there was a lot of information so we want to make sure that you have the ability to do that so we have a question and oh we got some our exclamation points in subject line still an issue okay here's there's three questions here's the three questions and I'll let you uh answer oh okay so well three from one there's four all together so our exclamation points in subject line still an issue why boy Tuesdays how do you determine when you're most receptive to opening emails uh so thank you Robert um for you uh so explanation points not it's not an issue I saw a trend that a lot of people right now they are using the Emojis instead of exclamation points and it works very well uh so it's really you have to see again it's about your metrics if you send emails with explanation X sorry one two three exclamation point in your subject line and the open rate uh drops down so probably try to avoid it um why don't stay on Tuesday as I said because when you Google when to send the newsletters some reason Google tell you Tuesdays so um a lot of people will be sending them on Tuesdays and I actually checked it and I saw that I do receive a lot of uh email promotions on Tuesdays but again if you feel like Tuesdays are the best fit for your industry go for Tuesdays and the third question was I don't see it anymore so Nick if you can reset it yeah it's um how do you determine when you're most receptive to opening emails I'm assuming that means like your customers yeah it's your customers and your metrics right again um I I showed you I have a client she's sending quickly frequently just analyze see like try different times of the day or different days and see when your open rates are better but it has to be a data driven decision right don't only uh think about the date and the time but also see what kind of content it was it it's really about the trends okay the marketing providers for sure MailChimp I always strongly recommend with the people to go with inbuilt marketing platforms that they use for their website like we mostly use Wix because I'll have a lot of clients on Wix and they all use email marketings and I really like it because you have all the metrics under the same dashboard and you don't need to worry about setting up the links to see the um uh to see the the the the transition between collecting uh buying your product Etc as I showed you I don't know if you still see my screen but um you see if she's sending a link with a promotion it totally calculates her total sales for her so as much as possible there is a list of the platforms on the Google you can find it but I do like MailChimp and Wix but see what platform do you use for your website building and see if they have Integrated Solutions they're all pretty similar being all this if you're not Heavenly fan heavily sending it please go with the simplest one as soon as it gives you the most important metrics okay perfect so um then I'm not sure if it's the same one if it's added but it says that's great thank you we have WordPress but didn't know if they had this yeah or look for the models uh I mean even Wix if you don't want to use the will uh Wix marketing they do suggest the integration with MailChimp and all other platforms just Google and see uh what our integration works for WordPress for you guys or just go over the MailChimp I think if you're using Wordpress you can go to separately with mail two yeah um so yeah it looks like their MailChimp is available for that okay we got more the questions are just flowing in that's always positive sorry could you share some insights regarding CASL anti-spam considerations to be aware of uh so yeah as I said the empty spot first don't buy the list pay attention to your subject line uh don't use the words as I said that bombers are using a lot like free uh money guaranteed back free loan Etc like everything which is money related don't use it and again I'll look at your content as I said it's the same kind of it's an algorithm that is similar to Google we don't we don't like publicly we don't know how they position this filters it's all very confidential because they don't they don't want to spammers to know about it so it's literally about your content like as I said if you see that you spam rate and bounce rate are growing review your content and think okay should I add some clicks am I using the right words Etc but the first thing is don't buy the subscribers list okay so no one is allowed to buy the subscriber list yeah uh so what are the best practices by buying it sending email especially if you have some part of your clients in Europe and Europe the legislation is very strict about it it's a little bit less tricky in Canada but especially in Europe okay that's really great information um what are the best practices when transferring transferring an email list from one email marketing platform to another we're considering changing they're considered teaching the providers it's really simple it's literally you're going to I'm not going to share because the private information for my client but it's seriously you're going to your contact list and somewhere you should have it uh import or export your list and you just export it to SSD file and you and you're just going to import it like you export it from your current system and then you import it to a new system it's a very very simple process oh perfect so um Wendy Collins says I had once been told by someone not to use pictures in my emails because they can increase the chance of ending up in spam of an instruction instructed to stick to text emails and to write as if I'm sending an email to a friend thoughts um I strongly didn't agree with that because just um just look into the all the e-commerce websites uh emails you're receiving right there's a tons of the pictures and they still ends up in your inbox so uh yeah don't use like 300 pictures for sure because think about a mobile version right if you people if you see that your mobile opening rate up um uh greater than desktop so put less pictures because it will be using the band uh than with all the internet for your client but no you could definitely use the pictures for sure keep the content normal I would say don't go with the pictures that might be considered as a spam perfect um what do you think of putting an index at the top of your newsletter that indicates what is inside the newsletter uh again it depends on your it depends on your content and depends on what type of newsletter you are sending there is no A good rule for it if it's a promotional newsletter that's one thing if it's just um if it's a transactional informational it's another thing it's it depends on the on the interest to you are in what kind of newsletter you're sending and again try see the analytics and try again foreign so are there any good Canadian based esps you can recommend uh you don't know you know it's it's very difficult today to say if they're Canadian and or not because a lot of them are hosting their service uh in United States or Canada um in all currents I know that a lot of my clients were uh not willing to go with wigs because there were based in uh in Europe and the us but being honest as soon as you're not collecting any credit card information or whatever it doesn't really it doesn't really matter at least if you wanted to support Canadian business but I'm not aware of any like canadian-based uh softwares being honest right it was never never a a criteria for my choices sorry yes that makes sense um I know it's funny for some of our um processes like we have to specify uh you know that we need it to be in Canada based on our you know a government contract or you know even if we're using yeah I do have a couple of declines yeah for sure I do have a couple but again it's only specified if you're a collecting the delicate information I mean the credit card information is not considered as a delegate right and especially even if you're using a Squarespace I'm not even sure that in Canada being on the floor you can control where this information will go it's all happening inside of the company and we don't see it right so um somebody said Aaron do you recommend uh clavio we just built a new website on Shopify and moved away from WordPress and email chimp and MailChimp um uh being on the central store airing I'm not aware about I mean I haven't never heard about it because as I said there's like thousands of the of the things out out there so unfortunately I cannot answer this question and and just Google clavio review and you wi

2023-02-17 02:03

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