Mastering Email Marketing: How to Build Effective Lists & Segments

Mastering Email Marketing: How to Build Effective Lists & Segments

SUMMARY KEYWORDS

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SPEAKER: Jesse Razo

00:00 – Overcoming Limiting Beliefs in Email Marketing List

So, it’s really about respecting the inbox and making sure you have really good list hygiene. And, you give them really great reasons to opt in or stay on your marketing list.

Hey there, Jesse here, once again, I got another quick training for you. Today, I’m going to talk with you about email marketing and how to drive a positive ROI with your email marketing efforts. And inevitably, the three limiting beliefs I had to overcome in order to drive results with email.

For those of you who don’t know me, my name is Jesse, and I’m the lead designer at razoRSharp networks. And, for the past decade, I’ve been helping our clients optimize their online environment, and automate their customer lifecycle.

00:44 – Overcoming Limiting Beliefs for Positive ROI

Today, I’m going to jump into email marketing and give you a little bit of training on this. And, it is in regard to how we started to drive a positive ROI with email. Then inevitably, it’s the three limiting beliefs that I had to overcome in order to accomplish that. First and foremost, the primary limiting belief that I had to overcome was, people didn’t want to communicate via email as a channel. And, it’s regardless if it was transactional, and/or promotional. So, this is something that, you know, it’s just my personal preference, and I’m not a huge email guy.

And, the reason for that is that I get a tremendous amount of emails on a regular basis. So, I actually have a virtual admin. Or, she’s an actual admin that helps me manage my emails so that we can pull out high-impact emails. And, it really just trashes all the rest. So, it’s coming from that paradigm. And, it was really challenging for me to understand that other people really have the desire to communicate via email as an optimal channel for them. So, that was the first limiting belief I had to overcome.

01:48 – Email Marketing Strategies: Value & Segmentation

Secondly, could I provide value via email on a regular basis? Would that be something that we’d be able to deliver? And, how would I deliver on that promise? Then, the truth be told is that we divide our comes-up. Or, divide our email marketing lists up into multiple sub-groups, or sub-segments. But, our two primary or top-level segments are automation sequences and daily email updates.

Now, from an automation sequence, there’s definitely a beginning middle, and end. From a daily update sequence, it just talks about what it is that we’re up to, our business, our brand, and exciting projects. And, keep people up to date about the latest and greatest with legacy media and razoRSharp networks. So, that process was kind of. Or, that segmentation was kind of the breakthrough that we had in regards to contacting people exactly. And then, we’ll meet them exactly where they were at.

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First and foremost, with our automation sequence, we utilize that to filter out people who do not want to communicate via email. And, we give them a really simple low friction process in order to opt-out. Then, we consistently provide them the ability to update their contact and communication preference. Also, we try to provide value in every single email communication that we send on a regular basis.

And, we call it information or education-based marketing, where we’re providing value in every single email. But, it’s not just information or promotional information from that. Not just blatant, like non-intentional information or promotional information. But, it’s the actual value that can help people move the needle on their business. And, this is to drive growth and revenue for their organization. So, that was kind of the first step.

03:35 – Email Marketing with Customer Lifecycle Automation

And then, the frequency of contact is managed by what buckets these people are in. Of course, if they’re in an automation sequence, that’s to do with customer lifecycle automation. And, whether it’s lead generation, lead nurturing the acquisition process, or promised or product fulfillment. Or, it’s the retention and ascension process that will pull people out of the daily email because we have a very clear intention.

And, we have a story that we want to tell without distracting them with our daily email updates. But of course, people have to opt-in to those sequences. And, they have to escalate themselves through customer lifecycle automation. So, that was the second step.

04:14 – Daily Email Marketing Success Tips

And then, third and finally, am I contacting, this was a limiting belief. Or, am I contacting people too frequently? I’m sending an email to them every single day. And, too frequent of a contact methodology when it comes to email? In my experience, the answer to that is no. You can contact people on a daily basis but, only if you do some of the following: First and foremost, you want to make sure that you condition them to receive emails from you on a regular basis.

Secondly, you want to provide a low-friction process to update contact preferences or opt out of your email marketing lists. Third and final, make sure that you get your domain whitelisted inside of their email marketing software. So, if you don’t get your domain whitelisted or your email white-listed inside their email marketing software.

Then, after your first couple of emails, you’re going to end up in their junk mail and another promotional folder. And, this doesn’t do you any good, and it’s kind of a waste of space.

So, it’s really about respecting the inbox and making sure you have really good list hygiene. Then, it’s not really being worried about who’s on your list. And, who’s not on your list if you give them a really low friction process in order to opt-out? Then, you give them really great reasons to opt in or stay on your marketing list.

Brief Announcement – Email Marketing List & Segments

Hey there, Jesse here, and this is not a glitch, I pause your video for a brief announcement. First and foremost, if you’ve been getting value out of this content, do me a small favor, and give us a thumbs up. We appreciate it very much. And, it helps out with the YouTube algorithm. So, let them know we know what it is we’re talking about. Secondly, if you’d like to get access to future training go ahead and jump over to our YouTube channel.

Subscribe, and set up notifications so you don’t miss a single one. Lastly, all these videos are meant to be interactive. So, if you have any questions about the content, I’m sharing good or bad. Then, go ahead and meet me in the comment section, and I’ll get those handled for you. Now back to your video.

06:09 – Email Segmentation for Better Response & Open Rates

So, let me show you how we do this from the segmentation inside of KEAP. Again, there are many software applications out there that can help you manage your email marketing. Like, Constant Contact, MailChimp, and just to name a few. So, go high level, all these have really great tools in order to tag contacts and segment them. Then, only send your communication to the people who have opted in to receive it. And, give people the ability to filter themselves out of your marketing list.

Now, this really drove our email marketing campaigns from your low teams in regard to response rates. And, open rates and things of that nature, and all the way up. So, we average right now between 45 and 55% of all of our emails that are opened on a regular basis. And, the reason for that is that we respect the inbox.

Then, we give people a low-friction process to opt-out or update their contact preference. And, we do it in a way that is specific to what it is they want to receive. So, if they opt into an automation sequence. Then, they only get communication associated with what it is they want to receive right on a specific topic or niche.

And, once they complete that sequence, they’ve either opted out, they’ve added us to their email white list, or they’ve been conditioned to receive emails from us regularly. So, we can move them into our daily update emails where we basically build relationships with them. Then, talk about what it is that we’re up to the exciting projects. And, things that make us feel alive so that they can become part of our community.

07:44 – Contact Tagging for Customer Lifecycle Automation

So inevitably, the way that we do that is we have these tags that we tag all of our contacts with whenever we start a sequence. And, regardless of where they’re at in the customer lifecycle automation framework. So, it’s whether they’re in lead gen, or they’re doing customer engagement, re-engagement, retention, and ascension. Or, it’s whether they’re in the fulfillment process.

You know, there’s a beginning, middle, and end to each one of those campaign sequences. So, we want to make sure that we tag all those contacts that are actively participating in those.

08:19 – Email Marketing Segmentation Based on Email Status

Then, we want to also make sure that we’re only sending emails to marketable people. And, they’re either confirmed or unconfirmed in regards to their email validity, or they’ve had a soft bounce. Now, soft bounce and hard bounce are two different things hard bounce. Of course, we’re unable to deliver to that inbox. And, soft bounces go into inboxes that were unable to deliver at that time, meaning their inbox might be full.

Or, the server email server might be unavailable at the time that we sent out the email. And, it timed out in regard to those emails. So, we want to make sure that we segment based on the email status.

08:55 – Email Campaign Segmentation and Automation

Also, we want to make sure that we segment into those two groups. Are they actively engaged in an automation sequence? Or, are they not engaged in that sequence? So, what we would do is we’d come in segment those listen to those two groups. And then, we would utilize that in order to build out our email campaign sequences. Because what we can do is quickly and easily through a saved search that we’ve created here.

Then, we could say, hey, we could do a new search of all the people that aren’t on these lists. And, that would give us; inevitably all the people who aren’t bad emails, also all the people that aren’t actively involved in an automation sequence. Of course, for us to email our daily email updates which will keep them up-to-date on what it is that we’re doing.

And, for all the exciting new projects that we’re rolling out on a regular basis. So, this is what the campaign sequence looks like inside KEAP. Of course, we have a trigger tag that kicks off the campaign.

09:52 – Email Marketing Tips to Boost ROI & Effectiveness

Now, we go into the email campaign sequence. Of course, the first tag that we apply there is the stage and the customer lifecycle automation. And, there’s some framework that we’re starting. Then, we roll into our different email campaigns, and we have a DVM (direct voicemail) broadcast there as well.

Thanking them for their interest in this resource that we’re creating. And, this is the email preflight checklist, which talks all about this strategy. It’s a handout and a checklist that we utilize or that I utilize for myself and for training our team in regards to how to properly send out emails to increase your ROI.

So, it’s for the effectiveness of your email campaigns. And, if they don’t complete that sequence, we’ll send them a reminder email in order to confirm their email. So, the reason we do that is that we want them to confirm their email.

10:43 – Improve Email Deliverability & Engagement Strategies

And, we want to make sure that the reason is that it increases the deliverability of that actual email itself. The way that KEAP does it, I’m sure many providers do take emails that are not confirmed. Or, it sends it from one server farm that’s a little bit higher risk. And then, they take the confirmed emails and send them from there. So, let’s say they’re A-list email servers. And, what that does is it increases deliverability slightly.

So, an email confirmation is part of the process, and whitelisting your domain is part of the process. And, creating a low-friction process for them to update or opt-out. Or, updating their contact preference is part of the process. Then, segment your list into two groups one, before the middle, and the end, which is your email automation group. And, the other one is your daily email updates.

11:34 – Email Marketing Framework for Skyrocketing Results

So, this simple framework has really skyrocketed our results in regard to both open rates and click-through. And, if you’re looking to fully maximize both your transactional and promotional emails. So, I’d highly encourage you to take my advice on this and see and share what happens. You know, I’d love to hear from you, and I’d love to hear if you have any questions, comments, concerns, or anything like that.

Maybe, it’s in the comment sections of this video. And, I’ll be happy to answer any questions that you have about email marketing and customer service. Sorry, it’s customer lifecycle automation. And, that’s all I got for you today. So inevitably, I wish you the most success with your business. And, until the next time we speak, make today and every day a fantastic day! We’ll talk with you real soon.