8 Proven Insights To Growing Your Email Sales

Email is so dead. *Crowd yells back "How dead is it?"

So dead that 60% of B2B marketers say it's the most effective for generating revenue.

So dead that email marketing revenue is expected to grow to nearly $18 Billion by 2027.

So dead that, on average, every $1 spent on email marketing generates a $36 return. (That's a 3,000+% ROI)

I've had the pleasure of working on email campaigns for everything from a $6K coaching program to a $297 course and in this article, I'm going to share with you 8 insights to making more ?? from your email.

The Money Is Not In The List

You've heard the saying, "The money is in the list." It's a lot like people saying "The money is in the ground" during the California Gold Rush. Yes, money was there, but there was a PROCESS to extracting it.

There were tools, methods, strategies, hard labor to getting gold out of the ground and turning it into cold, hard cash (ideally without getting murdered).?

For email, money is not in the list, but in your ability to EXECUTE and mine for those gold nuggets, and in your RELATIONSHIP with real people (not "subscribers" or whatever you want to call them).?

People Don't Want Information

Everybody and their grandma are peddling freebies to get people on their list that are chock full of crap that anybody could find in a blog post after a quick Google search.

There is an overabundance of information online, and not you or your customers need nor want more of it. What they need and what they want is INSIGHT.

People need your unique perspective, your wisdom, your experience around the things that interest and impact them.

The reason a lot of people aren't getting the best results from email, isn't because of dwindling open rates or Google giving the middle finger to email marketers everywhere...

It's because most people are sending out boring emails that lack any substance and read just like every other email in the inbox.?

When you look and act like everyone else, you're going to get the same results as everyone else.

Level up or get left behind.

It's A Mobile World?

About 80% of smartphone users check email from their phone. If you're not thinking about people reading your emails on a small screen, you're losing money.

That takes us into the next thing...

Forget Fancy Design

I know. You spent all this time and invested in a cool design for your emails that really brands you, and I hate to pee in your cheerios, but...it doesn't matter.

In fact, numerous studies have found that heavy HTML actually decreases opens and click-through rates.

Now, I'm not saying you should abandon design altogether, but you should be looking at ways to simplify the email reading experience.

It's about the content anyways, so find a middle ground that emphasizes the content while still getting your essence across the second they open.

Personality = Profits

Think about the average email that shows up in your customer's inbox.

What's the subject line? What does it say? What are they trying to accomplish?

Now think about emails from your favorite people, the people whose emails you open the second you get 'em.

What makes them different? What makes them so damn enticing?

The answer: They're entertaining. They're not just asking you to buy this thingamajig...they're giving you some value along the way.

They're maybe irreverant and have you looking at things in a different light.

They have a soul, some personality versus lacking any life whatsoever.

Be more like your favorite people and watch your engagement and conversions go up.

Segment, Segment, Segment

Frank is in the market for a new car. He is interested in getting a sports car.?

Which email is going to perform better: An email promoting the Big Blowout Bonanza or one linking to a video of a track day with the brand new BMW M3?

The video of course! We know Frank is interested in getting a sports car, so we're going to feed that desire. We don't link to the video directly on YouTube, but link to it on a landing page we put together.

Below the video, we display an opt-in form after a short delay with the CTA "Schedule Your Free Test Drive Today".

How much better do you think that will perform over the generic email that's geared towards everybody?

Based on what links people click and how they interact with your emails, you can gather deeper insight into what they are interested in and then target them with highly relevant emails.

Sadly, most people are treating their email lists like a sign spinner, just sharing the same message with everyone and hoping that a few will take action.

For more stuff on segmentation, I highly recommend checking out Ryan Levesque and his ASK METHOD.

Get Triggered

It'd be awesome if everyone who opened our emails and clicked our links made a purchase, but that's just not how things work.

Each person is at different stages of the buying cycle, and you have to get comfortable with the fact that most people on your list will not buy from you anytime soon.

Dean Jackson says that 50% of people who express interest in a product or service will buy that product or service within the next two years, and of that 50%, 15% will make a purchase within 90 days.

Let me repeat that: Only 15% of potential customers will buy within the first 90 days.

Heck, some folks on your list will NEVER buy from you! And that's okay, because not everyone needs to buy from you (or like you for that matter) for you to do well.

For the folks who do show some more interest, but don't quite take action, you have the power of automation at your fingertips. Most email marketing services have this kind of functionality, so you're already good to go.

If you're selling a course or training for example, steal this campaign and watch your sales ??...

Jason clicks through to the sales page. After a few hours, the system is still showing him as not purchased. An email is then fired off automatically that looks like the following...

Subject line: Everything okay?

Hey Jason,

I saw you visited [URL], but didn't pick up [name of training].

Maybe you’re unsure if it’s right for you, or you’ve been burned in the past and are afraid of that happening to you again.

I’ve been there and completely understand what you’re going through, which is why I shot this 14-minute video addressing all of your concerns:

[Video screenshot that links to page video is on]

Hope this helps!

[Your name]

-----------------------------------

Then, on the page, you delay showing an add to cart button that goes directly to the order form. Also, toss in a few testimonials and whatever your guarantee is to help reduce the resistance. Pretty simple, huh?

The Myth Of "Too Much"

One of the most common questions about email marketing is how often should I send? It's a source of constant debate, and there will never ever be a "right" answer.

Is it once a day? Every few days? Once a week? Nobody knows for sure. That said, people who tend to email more, make more money.?

If anything, inconsistency will kill your results more than emailing too often. Whether it's 3x a week or once a week, just stick to some sort of schedule. To stay top of mind, you must make an effort to keep your email list top of mind as well.

Just think about it for a second...

Someone, somewhere down the line, made the decision to give you their email address. They decided to let you into their private space, a space where they handle important business (73% of millennials prefer email for business communication).

Bottom line: The stronger the bond with the people on your list, the more they will want to see email from you.

If you'd like to build this stronger bond, increase engagement, and elevate your sales through email, then visit www.MikeStenger.com to discover how to get started.