- Hey guys, welcome to my channel today.
We're gonna talk about the worst emails
I sent to my clients.
As you know, we started our business back in 2011,
and I remember in 2013,
we were still giving out leaflets
in the streets of St. Petersburg,
we we're doing a lot of offline events.
And I was like, what are the new ways
to advertise our business?
And I realized we have a lot of, well,
a lot of was like 100 emails of our customers,
and I thought maybe I should update them.
And I had this idea of congratulating them,
I think it was New Year's Eve.
And I started researching what are people doing in the U S
to work with their customers?
And this is how I learned about
email marketing, drip campaigns,
because before that I thought
email marketing is when you send an email
to every single client using your own hands.
So I wasn't really a tech person before 2013
and this is when we decided
to bring the whole business online.
So from 2013, in LinguaTrip,
we sent a lot of emails to our customers.
We have different campaigns going on, we do flash sales
and every week people would receive
different emails from us.
And we're always looking for new topics,
we're always getting inspired by other companies
and we'll always do those A/B tests.
So today I'm gonna show you what performed well
and what didn't really perform well
and I wish we never sent those emails
and yes, I wish we didn't send them,
but of course, I'm also really grateful for this experience
because otherwise there won't be anything
to share with you today.
And one thing to remember,
emails are not just to sell your product.
With email, you go from a subscriber,
from a person who just saw your company for the first time
to a follower, to somebody who's a fan.
And a fan is somebody who would come to your meetup
or buy your product
(soft music)
So with your emails, with your email campaigns,
your goal is to transform a stranger
who just knows that you exist,
to a friend who reads your emails,
who loves the information that you provide
and who buys your product.
And emails are not about just selling, selling and selling.
My ideal email is, when we give something first
and then we ask for something.
And this is my role for life,
give first and then ask for something.
So for example, I'm doing this consulting
and I have my Wix website
and I consult people on how to study abroad,
so an ideal email wouldn't be just,
oh, here's your 20% off, talk to me tomorrow.
The ideal email would be,
these universities have financial aid for 2020,
and in the email, I give them top five universities
that provide financial aid to students in 2020,
and then there would be
just one call to action in that email,
reserve a slot, book a consultation with me.
So let's look at something that didn't work.
First example, is when we were
selling too much in one email.
So the title says, boost your vocabulary
and pronunciation in three weeks.
From this title, I can already tell
that you're gonna be upselling me with your course.
So the click rate on this email is less than 10%, it's 9.8.
The average open rate for us is 20 to 25%.
If it's less, well, this is the lowest we've seen in 2020.
So here we're breaking our own rule.
We are trying to sell something
without even given the value.
And I think if we title this email,
top five words where you are mispronouncing,
then we would have had a much higher click rate,
but the rest of this email is perfect.
We talk about a course, we give a discount,
we have one call to action book with a discount.
The next email, and here comes rule number three,
rule number three, only talk about a topic
where you're an expert.
Don't try to hype and use topics
that are booming all over the world
if you're not an expert in it.
So what we thought,
because it was trending in March and February,
we thought that if we mentioned something
with a celebrity name and something that's booming,
people are gonna click on it.
In reality, Zoom and Kim Kardashian
have nothing to do with us.
So the title was 'Party in Zoom with Kim Kardashian
and Matthew McConaughey."
The open rate was 11.9%, again, one of the low,
this is the second lowest that we had,
a little higher than nine percent, but still 11%.
Again, it has nothing to do with study abroad,
it has nothing to do with English,
it has nothing to do with the topic
that we actually discussed on our channels in our company,
and this is why the click rate is so low.
Another email, here we go, it says,
"Is procrastination bad for you?"
But here we thought, you know,
let's experiment with the topics,
let's see how people react and our suitors reacted.
The open rate was 11%.
If we talked about pronunciation,
if we talked about five reasons
you don't learn English in 2020.
Five reasons you wouldn't succeed in English in 2020,
something like that, something that's relevant,
I am 100% sure we would have a higher click rate.
And one last thing to remember here is that
yes, sometimes you see the open rate that's lower,
but I want you to also look at something else,
I want you to look at a revenue.
Because we will also notice,
if we give people a title that says,
here are your $20 off the next course,
the click rate is slightly lower
than the title that doesn't have any discounts or whatever
that gives more value.
But their revenue is much higher
because we have very targeted students
who were already looking for this course
and they're like, oh my God, here's the discount.
Yes, maybe less students click, but more students buy.
So it's always, you know,
figuring out whether you want to sell with this email
or whether you're actually, you know,
making friends with your subscribers.
So in my opinion, if you are hands onto your marketing,
I would do two emails a week
or one email a week that doesn't sell
and then maybe one email a week that sells.
But again, even if you're selling,
give value first and only then ask for something.
Now here's a quick trick for you guys.
We've done a lot of research,
we've done a lot of experiments,
and if you are a person behind your business,
if people are buying from you and not from,
even if people are buying from your company,
so what's happening these days,
is people love to buy from people.
And whenever I get an email from the CEO of the company,
and I know it's automated,
I know this is not a personal email.
I know probably there were copywriters who wrote that email.
I open it and I read it
because I just want to connect with that person
who created the company.
Don't overdo, I know there are some infopreneurs
that would flood your inbox with emails from themselves
and who would kind of make you feel that it's
them writing an email, but the emails would be this long,
and I know 100% that it's not them writing this email.
Make it personal, do it yourself.
So let's look at an example.
So let's create an email campaign with Wix,
with my website where I sell my study abroad consultations.
So again, you can do either a plain text
or very, very minimalistic design
because the easier, the simpler it is,
the easier it is to read,
and the more trust people have.
This is, I know this sounds maybe counterintuitive
because sometimes you want to create this amazing,
beautiful email, but it should be amazing beautiful,
but it should be very simple
because this way people would believe
that it's actually you who's sending email.
So here we go.
I love the template that they give me here.
And so the way I would do this,
I would tell top five universities,
oops universities that provide financial aid in 2020.
I think when you give people value, they click better.
So something that we do, I have a designer at LinguaTrip
who does all the images for us,
but I don't expect you to have this,
so I would just insert your own picture,
your own photo and the less professional it is,
again the better.
Yes, it should be bright, it should be,
you should be wearing, well if you're a girl,
maybe wearing makeup, up to you, but just look neat,
don't take a picture of once you wake up.
And here, you just do a plain text.
Hey, I know 2020 is hard.
I know some of your plans might have been ruined,
but I am here to help.
Here are five universities that provide financial aid
to their students in 2020.
And then I would go one, two, three, without any links,
so five universities, I list them here.
Want to know how to get admitted there?
Book a consultation with me.
And then the button is your only
call to action button text,
book now, that's it.
So from there, I would basically add my subscribers
to the mailing list and it depends where you are,
but I would send your email during a work day
from maybe, I would say 1:00 PM to 5:00 PM
because everything is happening in the morning,
like you're getting so many emails
and then after lunch you're kind of relaxed,
you're already thinking of going home
and then you see your inbox
or you're not thinking of going home
because you're working from home,
but anyways, you see something come to your inbox
and you have more time to read it.
So yes, there is an advanced scheduling feature in Wix
so you can totally use it
and I would highly advise you to use it as well.
Guys, please don't underestimate the value of emails
and how they can help with,
first building your relationship with clients
and second, with your revenue,
because emails are a great marketing tool.
You're already talking to people who know you
and by making friends with them, by making great offers,
you're gonna succeed in growing your business.
You can keep your brand on point
and market your business from one place, with Ascend by Wix,
a set of marketing and customer management tools
built directly into your site.
Email marketing, which we covered today
is one of their 16 plus tools to grow your business.
You can use their tools
in order to create the business itself,
create the website, grow your traffic,
and to convert that traffic from you know,
being a traffic, to being a paying customer.
This video was brought to you by Wix.
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and let me know down in the comments below,
what else would you like me to show you?
I know there was some people on Instagram who mentioned that
they wanted to see how we organize everything
within our business, like
how the organization works, in terms of who manages who,
I know for some people that might be too early
because we used to have 80 people on the team
now we're only 50, thanks to Corona.
But happy to have shared that
or let me know whatever you wanna learn, I'm here for you.
I'm here to share my advice.
I'm here to help you grow your online business.
Thank you guys so much again for watching this video,
and I will see you very soon
on my channel in my next videos.
Bye.