What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn eight email marketing tips that you need to be using in your campaigns
so you can make the most of the permission that your leads have given you
and build brand awareness and brand equity as you do it
now if you're new to the channel and you want to build brands that go beyond those visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the
pro brand strategy blueprint the link is in the description now email marketing has had a bit
of a topsy-turvy ride in terms of where it's come from and where it is now back in the 90s
when marketers got their hands on email for the first time you had 99 open rates
because back then people opened just about anything but then slowly that changed because
you had people collating lists and selling those lists and marketers buying those lists and all of
a sudden the inbox was a place that was just full of spam but then the regulations changed the laws
changed and you needed that permission to be able to send an email and that's when it came back to
be this much more effective tool and you've got statistics out there saying that you know it's a
44 return on interest and in my personal opinion without a doubt it's one of the most effective
tools that you can use to build brand awareness and brand equity so it really is an effective
tool and anybody with a business anybody would with a brand needs to be leveraging email today
so in this video i want to give you eight tips that you can use in your email marketing so you
can make the most of that permission that you've worked so hard to get and work on building that
brand awareness and building that brand equity and turning those cold leads into warm customers tip
number one test your headlines now your headline is the door to your email and you really have
just a couple of seconds to hook your audience in with your headline and you know we although
we do tend to keep our email box relatively trimmed down and you know we only tend to have
valuable emails in there they're still all competing for our attention and i get many emails
today and i scan those those headlines and if that headline is not something that compels me to look
at the body of the email i'll just dismiss it or close it so you really need to make sure that you
leverage those headlines and a very good way to do that is by testing headlines most email providers
certainly the bigger email automation providers the likes of mailchimp or convertkit they've got
split test capabilities where you can write a couple of different headlines and they will
test that out with a segment of your audience and then they'll send the email to the most successful
headlines so leverage those tools if you have them and test out those headlines so you're
really getting in tune with what your readers will open tip number two leverage text only email
now we've all seen those beautifully polished emails with the images and the panels and html and
they look great they do they they look good but when you think about the environment of your email
you know this is an environment where we want to read messages from our friends and from our family
and our work colleagues and the most valuable emails that we find in there are not these
polished looking emails because in reality these emails look more like advertisements whereas when
we scan through our emails we're looking for those text only emails that we see from that familiar
name and that's when we give our most attention to that email so really think about the environment
that you're in and there's an old saying when in rome do as the romans do and that translates into
marketing as well when in a certain environment act that way when you're on social media act that
way when you're in your email act that way and if you provide text-only email then it feels
a lot more personal it feels like an email coming from a friend or a family member and
your audience is far more likely to give that attention so just take the time to focus on the
copy and make a text only don't try to polish it up with unnecessary images remember your audience
remember where they are they're sitting down possibly with their coffee to read their emails
so be that familiar face in their inbox tip number three use concise body copy now i'm sure there are
marketers out there that use long form content within their body copy and they might have some
great techniques or great tactics that they use to get good conversion rates or get good click rates
me personally in my personal opinion as a marketer my personal experience as somebody who reads
emails then i really appreciate concise copy i know that that compels me to learn more to read
more to click to wherever i need to click because to me the headline acts as a hook and it gives me
enough information to know whether or not i read the body of the copy the body of the copy for me
is an introduction into what i'm going to invest my time in if it's a valuable piece of content if
it's about an event if i can understand what that is about within a couple of sentences or one or
two paragraphs i really appreciate that because i know that it doesn't take me a lot of time to read
that and get the synopsis of what's going on and then from that point i know whether or not i want
to invest more time reading that piece of content or going to that event landing page whatever it
may be so try that out with your emails use the body of your content as a concise piece of copy
to introduce what your email is actually about tip number four repurpose as a series now when
you start creating content you don't really have a lot to call on you don't have a library of content
that you can use and that you can repurpose but as you create content over time that library really
does build and what you can do with that content is you can repurpose it into an email sequence
and that email sequence can go on as long as you have copied for so as you create more and more
content and you're able to segment that content into different topics then use that content
in an email drip series you can do this over two weeks or two months or even a year and what you'll
find is that although a lot of the people that you come across a lot of the people that download your
lead magnets they might not be ready to buy at the moment but chances are at some stage
over the next year they will be ready to buy and if you are there consistently in their inbox over
time giving them value time and again and building that brand equity then you will be top of mind
when it comes to their buying decision and when they are ready to buy tip number five leverage
storytelling now if you've been on my channel before you know i bang on quite a bit about brand
story brand storytelling and i really believe that brand storytelling is probably the most effective
way you can communicate your brand in fact storytelling is probably the most effective way
to communicate in general just because of the way we digest information and the way we open up our
brains when it comes to story a different part of the brain completely opens up when it comes to
story and there is a ted talk by yuri hassan that goes into this it's the fact that we're 22 times
more likely to remember story than fact-based information so really take that into your emails
and you'll find that each and every email has a point that you're trying to make or a lesson that
you're trying to deliver if you can wrap that up in a story and use that as the wrapping for
that point that you're trying to make well then your audience is far more likely to digest that
and remember that and really use that in the subconscious of their brain to build a picture
of what your brand should mean to them so take the time to leverage story if you have a point to make
think about an experience that you can call upon and this is one of the best ways to leverage story
is by using experiences that you have had that you have heard about and wrapping your point
your story your piece of value up into somebody's experience and delivering that to your audience so
really take the time to think about the point that you're trying to make think about the experiences
that you've had or the experiences that you've heard about and wrap that piece of value up into a
story tip number six segment your audience now as you develop out your brand and your brand strategy
you might find that you have multiple customer avatars or you might have just one customer
avatar and they have multiple problems but whether it's multiple avatars or multiple problems you can
deliver a piece of content to each one of those segments based on the challenges that they have so
let's say for example you have one customer avatar and they have three different types of problems
you can focus in on a single problem and provide them with a lead magnet for that problem now
if they are wanting to fix that problem then the series of emails that you will drip out to them
will be completely different to a different kind of problem so make sure you understand exactly who
it is that you're trying to target whether it is multiple avatars or whether it is a single
avatar with multiple problems focus in on fixing a single problem and follow up with them using an
email drip series to be very very specific about the problem that they're trying to overcome tip
number seven use a customer journey map now this follows on a little bit from the last point which
was about segmentation but you need to understand the journey that your customer is on and map out
a customer journey map what steps do they need to take to become a customer of your brand and
where have they come from before they were were aware of the problem that you actually solve and
where are they going to after you've helped them to solve that problem if you understand
where they're coming from and where they're going to then you can map out an experience
that they need to go through on route to solving that problem and if you understand each and every
step that they take then you can use that within your email if they are problem unaware and you
put a lead magnet in front of them teaching them about that problem and follow that up
with an email drip series telling them about all of the different types of problems and all of the
different types of solutions then that can help to build that awareness of that problem it can help
to build the awareness of your solution and build the awareness of your brand so take that time
and really understand your customer journey map and use that in your emails and tip number eight
keep your list clean now over time as you create content as you put out lead magnets your list
is going to build and you do have some people who provide you with fake email addresses just to get
that lead magnet and then you know your email drip series will just go to this kind of dormant email
address and they're not really going to see any of that and what this does to your email
is it affects your open rates it affects how your audience and how your subscribers are
going to receive your emails if there are enough emails going into somebody's spam folder if there
are enough emails being tagged by people as being spam then that could end up in the promotions tab
that could end up in the spam tab and that will affect everybody on your list so you really
need to make sure that your list is as clean as possible and a great way to do this is once a year
run a re-engagement campaign and send out a series of emails and if a group of people don't touch
those emails in that time then you could possibly remove them from your list and what this will do
is it will keep your list clean it will increase your open rates it'll increase all of those
metrics that email providers look towards and it will just make your list a lot more healthier so
really take the time to invest in scrubbing your list and running re-engagement campaigns
once a year and keep your list clean now look i've said it before and i'll say it again email
is one of the most effective ways to build that brand awareness and build that brand equity but
you can't just use this tool willy-nilly you have to have a strategy behind it and you really need
to consider every single aspect because as with anything in marketing everything is competitive
you are competing for that attention and if you don't make your emails as easy to read as possible
then they're going to be dismissed even if they are in that intimate place that is the inbox so
really take the time to understand your audience understand what they're going through
what they want from you as a brand and leverage every single element within your email to make
your campaigns as effective as possible so you can leverage that permission that they have given you
and take cold leads into happy customers but as always i would love to hand it back over to you
and i would love to hear about your experiences when it comes to emails have you found something
within your own emails that is really effective that you love leveraging if you have let me know
in the comments below i'd love to hear all of those types of tips if you have any challenges
when it comes to emails let me know in the comments below as well i'll do my best to
answer all of those if you like this video give it a thumbs up hit that subscribe button and the
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you i'd love to hear about your experiences and about your challenges i'll do my best
to answer all of those until next time brian like a master i'll see you in the next video