What if I told you that you could invest $1 and get
an average return of $42?
Well, that is an actual stat, and that is probably why nine out
of 10 marketers are using email marketing to reach their customers.
Hey, my name is Michelle Bali, and in this video we're
going to be going through six strategies that you can use
to build your email list, even if you're starting from zero.
In fact, I was able to get 430 subscribers in just seven days
with one of these tactics.
Email marketing is still relevant in 2020.
You can't just focus on social media and completely
forget about email marketing.
Social media is like the cocktail party and email marketing
is like the coffee date.
Email is a great way to get personal with your audience and
send the right message to the right customer, at the right time.
I have seen a single email generate $3,000 in sales for a startup
company and $12,000 in sales for a more established company.
So no matter where you're at with your business, there is money
to be made in email marketing.
But before you can start generating revenue, you
first need an email list.
But before we hop into the tactics, I just want to let you know
that if you have any questions throughout this video, feel free
to drop them in the comments below, and I will make sure to get
back to every single one of them.
Email co-marketing is a partnership between brands
where companies promote an offer to a shared niche audience.
To do this, you're going to want to partner with complimentary brands
rather than competing brands.
A perfect example of this was when pottery barn and
Sherwin-Williams collaborated on a campaign called "color
your room", where they created an exclusive line of paints.
They also had a section on pottery barn's website where customers
can go and choose the paint colors that complimented the furniture.
This is genius because this partnership anticipates a
problem that the consumer is likely already having.
When you first move into a house, what's the first
thing you're going to do?
You're going to paint the walls.
And then secondly, you're going to choose some furniture.
So by collaborating, they're solving the problem of choosing
complimentary finishes.
I also love this example because the collection of the
emails almost feels like a byproduct of this partnership.
You want to make sure that these relationships are
rich and multifaceted so that everyone involved is
experiencing many benefits.
To figure out which brands to partner with, you first want to
think about a pain point that your audience might be having.
Then you want to think about how you can package complimentary
products and services together in order to solve their problem.
Another fun tactic is influencer marketing.
This is personally one of my favorite tactics because it
is a strategic longterm play.
So not only are you getting a fresh new email list, but you're also
connecting with influencers in your industry that have the potential
to be a longterm relationship that's mutually beneficial.
Have your influencers speak to your offer that
drives to a landing page.
Collect email addresses from that landing page for customers to
be able to redeem their offer.
If you're wondering what kind of an option you should do,
consider a mini course, a bootcamp or a discount code.
But anyways, going for an influencer with a healthy following
is really only half the equation.
Here are a couple of things that you're going to want
to keep in mind as you're going through Instagram to
find the right influencer.
How similar is their audience to your desired audience?
A high quality email list is one that shares your brand values.
Take a glance at how many followers they have and how
engaged their audience is.
How many likes, how many comments are they getting?
If their audience seems participatory in conversation,
that's the kind of audience that you want for your brand as well.
If you're having trouble eyeballing the engagement rate of an
influencer, check out flanks.com.
Flanks is a great tool to help calculate the engagement
rate of any influencer.
While you're doing your research, take a look at their feed
aesthetic, and also check out their tone of voice to make sure
that both of your brands align.
And finally, this might be the single-handedly, most
important thing to note.
An influencer that has an emotional connection
to their audience is key.
So someone with say 7,000 followers and a ride or die
audience is going to give you a better return on investment than
someone with 50,000 followers and very little engagement.
Something I see a lot of small business owners get caught
up on is how they should be reaching out to influencers
and what they should be saying.
If you're also struggling with this, let me know, and I will
leave you a template in the comments down below of how
you can start reaching out.
The first step in building out your mini course is figuring out
what the topic is going to be on.
The courses that tend to succeed are going to have
answers to the problems that your consumer is having.
I would recommend using Google autocomplete, Google trends,
and Google keyword planner.
This is going to help you gain insight as to what are the
questions that your target audience is having and searching for.
Once you have that down, create a landing page for people to
sign up for your free course.
From there, you will distribute an email or a sequence of emails
with the course content and bonus.
At the end, you can plug in your product for people to learn more
about what it is that you offer.
Get eyeballs on your mini course, by promoting it through social
media, paid ads and playing with SEO, and even better, if you can
get other brands to collab on your mini course and to promote it to
their audience, that's going to grow your email list exponentially.
The team at SkinnyMe Tea created a free 14 day booty challenge,
and they promoted it across multiple social media accounts.
They were able to gain 8,000 new emails in the first 24
hours, which is actually insane.
If you're trying to learn how you can do your own five day
mini course, we have a template in the description box below.
I won't go into too much detail about this method because we have
more on that in a video to come and actually perfect segue, make sure
that you're hitting that subscribe button so that you can get notified
when we do upload that video.
You can collect email addresses by making a few simple
changes to your Shopify store.
Try adding an email sign up form in the footer or the bottom
navigation of your website.
Keep in mind though, nobody's just going to give you their
email address for free.
You want to have a couple of sentences explaining why someone
should sign up to your newsletter.
Maybe your company has really fun parties and really cool culture
and people want to be invited, or maybe you have really cool
one-of-one drops and people want to be notified to get first dibs.
Also try adding a pop-up offer to your homepage.
I could see why someone might have mixed feelings about this because
it can seem intrusive, but keep in mind that customers really count on
these offers and really enjoy them.
I know at least for myself, whenever I'm ready to make a
purchase on colourpop.com, I always navigate to the homepage just to
see what offers they have going on.
Check out 'spin to win' by Secomap on the Shopify app store.
It's a fun way to offer your customers a deal, and it also
is going to help you boost sales and collect email addresses.
This is one of my personal favorite tactics because I have
seen this go extremely well.
Holding a contest or a giveaway on social media has
a tendency of growing an email list like wildfire, a tale
of caution, though, if you're generating an email list like
this, it has the tendency of attracting a value shopper.
If that's your target audience anyways, then definitely go for it.
But if you're a luxury brand, this might not be the tactic for you.
Contests and giveaways are not great for the brand
image of a luxury brand.
I was working with this incredible Toronto brand called Finley
that does sustainable jewelry.
We collabed with other brands in the sustainable fashion industry
to create what we called the ultimate sustainable giveaway.
We created a landing page that captured email signups,
and every participant advertised it on their socials.
We ran a few contests like these over a three month period, and
in that time we were able to take our email subscriber list from
5,000 all the way up to 10,000.
My favorite thing about this is that Finley is a startup
brand, which means that could just as easily be you.
Creating a quiz is dope because you're killing
two birds with one stone.
On the one hand, you're creating your email list.
And then secondly, you're segmenting that list.
So here's how I used the quiz.
First, I did research on my target audience and realize that they
were having a frustration with finding the right foundation match
when shopping for makeup online.
So I created a quiz that would help them find their right match.
I got in front of my phone, I took a video of me talking
about how to take that quiz.
And then I ran that video as an ad on Instagram.
People clicked on the ad and then they were taken to a landing
page to complete the quiz.
In order for them to get their personalized foundation match,
they had to input their email address, and then I would send them
a personal PDF of their results.
And that's how I captured their emails.
If your quiz takes five to seven minutes to complete,
then you found the sweet spot.
Getting your customers to invest a small amount of
time is going to increase the chances that they're going to
give you their email address.
If your quiz is too long, then you're going to lose them.
And if it's too short, there's not enough time investment.
The tactics that we talked about are infinitely scalable.
I've got a couple of examples of tactics that aren't as
scalable, but they still have a time in place.
So collecting email addresses in person is one of them.
This is not a scalable tactic, but let's say for example,
you're at a trade show with a high volume of people that
might be an example of when it would make sense to use this.
I've also seen some companies add inserts to their shipment, with a
CTA to sign up for the newsletter.
You're not going to see massive growth with this tactic, but it
does help with brand awareness.
So just keep that in mind.
So that's it.
This should get you on the right track to building your email list
and keep in mind that once you build these tactics out once, they
have the potential of running in the background and helping you
grow your email list over time.
Other than that, if you had any questions about anything that
we talked about in this video, feel free to leave it in the
comments below, and I will get back to you with any answers.
Also, we're all family here, so feel free to answer each
other's questions as well.
Thank you guys so much for watching and I will see you in the next one.
Bye.