I was talking to my friend Krystin Ruschman, the world’s leading expert on email deliverability. She runs emails to the inbox.
She said many people send emails because they think they are obliged to do it, not because they know how it works! So the biggest tip is don’t go into the habit of sending emails to the entire list.
Remember, somebody is on the other side of every email you send. It’s a real person with pain, emotion, frustration, fear, goals, and inspiration.
We have to ensure we are talking to people right where they are. Many marketers make the mistake of sending emails to the whole list. If you have enough audience on your list, that will bring you conversion, but it will not serve the population it has to serve.
We are supposed to be caring for people and serving them. We want to find out where they are and ensure we have a message audience match.
Once you figure out the message audience match, which you can do through email or a dollar-a-day strategy (to get data quicker), it makes sense to start segmenting, getting the right message to the right audience at the right time under the suitable condition.
So we want to ensure that we send the right email to the right people.
How do you think social media and mail work together?
Social media and mail work hand in hand; most clients are already sending emails, running ads, spending a lot of money to acquire a lead, and wondering why their email is not working.
What happens is they bring the leads in from social media. They fall off on the face of social media in a month or two because they don’t have any nurturing sequences. They do not have any other stuff that requires keeping that conversation going to fit people at the center with your brand to understand.
Do you understand their problem?
And the key to the whole thing with email is when people believe you understand their problem, they automatically think you have the solution.
How to convert an audience?
You need to have a particular, very targeted, very personalized conversion with your audience or client audience if you are an agency or service provider.
Think about what you are trying to do to help them convert. Where is your conversion?
It would help if you start from the beginning point of what they need the most in conversation? to get to know you, to get your attention, and then you take them through a series of interactions and questions to get them to the results.
What service do you use to check your deliverability?
Deliverability is not a stat; you cannot run a test. There is no dashboard or tool you can purchase to see deliverability because it’s an inboxing rate, and receiving email providers do not report back. You have to get multiple things.
You can send an email and see where they land, but remember that the result is only as good as one test.
The block app test is the last test I would run. If you want to know if you’re hitting inbox, look at a few things; one would be the open rate. The average open rate is 16-26%, and you do not want to be there if you are on average.
Remember that the average person has some stuff going into the spam. So 49, 40, and 60 are open rates you should look for.
The other things you have to look at are;
- Bounce rate
- Complaint rate
- Domain reputation- – which this game will take- – win or lose.
You have to have a good reputation for winning the inbox strategy.
I would say sign up for the post-masters, and for your domain, look at a 120-day, and see your reputation for the domain. See Google’s spam reporting rate. You need to be well under 1%.
Google owns most of the marketplace. So any of your lists with at least 70% of the audience are google users. So their opinion matters, and they will tell you what it is.
If you send 200 or more emails daily, they will furnish a graph that will tell you if your domain reputation is low, medium, or high. You need it to be higher or medium. For low or bad, you will be going to spam, and then we have to search for the something that caused it because the domain reputation itself is not the root cause of the problem. It is the sign.
Like all behaviors, inserting what we are doing means sending too much, too fast.
When you send things too often, your audience will get tired of it. You will have higher bounce and complaint rates, not get enough opens, the audience will not respond well to what we are sending out there, or maybe we are using spamming words or phrases or too many links.
Here is a tip.
Don’t use bitly as a link shorting. Bitly has a bad reputation; if you put a bitly link in your email or text, you will be guilty by association.
And according to all best practices, if you have a bitly link, it will not be put in front of the audience.
It is like Facebook. If they dislike what you put in your Facebook ad, they will not deliver it. If they think the audience is not responding to it, then do not spend your ad money.
Know which algorithm works with the audience
Email is the same thing. If the algorithm says this isn’t working well, it will not be in front of the audience. Then, if you add a chatbot to the email and SMS, you simultaneously have all the conservative happening.
Converse with your audience anywhere you can, wherever they prefer.
We are focusing on the idea of LTV in the long term, be around people who are in a similar situation as yours, be around people who are 30 days ahead of you, 30 days behind you.
Now you can implement it by hiring VAs and scaling and growing agencies.
Establishing an agency is just building networks.
The average service turn rate is much higher than people want to admit. Lead generation typically cannot maintain a client for 3-4 months, whereas the turn on SAS is 5% across all industries.
The company like BMW announced that they are becoming SAS by offering heated seats as a service, which is your car’s software.
You must pay for the features to turn on the heated seats because everybody tries to go in SAS.
If you are generating leads from the people and are not automating email, text messages, and voice mails, get back to those leads in the first five minutes, then throw your money out of doors.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.