The No Jargon Email Issue #7 - Be polite nail your welcome emails

Aldi is sooooo good at social media ??

Why?

• they’re original.
• they interact with their audience.
• they’re memorable.
• they create an emotive response.
• ?? they’re conversation starters. This one’s important.
• honestly, they’re just proper funny.

Via?@sophie Miller?on LinkedIn

Martin's Musings - So where is my data?

Data and more importantly the data we have so freely handed over to companies over the last decade is the hottest topic in digital (and arguably business as a whole) at the moment.

Even the most digitally naive know that companies like Google, Facebook, Amazon and Uber make their money from the data they collect about us. The recent "shift" to privacy from companies such as Apple with its new privacy features (which i have talked about at length in the email before) shows that this is no longer a behind closed doors issue.

But as regulators and the wider public become more aware of these issues we must not get lulled into a false sense that change will follow or be easy.

A recent leak by a top Facebook executive to motherboard and?covered in this awesome piece on Vice?lays out the scale of the issue for Facebook. As vice puts it:

"Facebook Doesn’t Know What It Does With Your Data, Or Where It Goes"

I am sorry but that scares the crap out of me but at the same time is not surprising at all.

Ok, this is interesting martin but what does this have to do with my business?

Well, what is playing out at Facebook and in the wider digital marketing industry will impact?businesses big and small in two important ways?

Firstly, it will impact the digital advertising ecosystem. We have seen dramatic changes in the performance of Facebook and Instagram ads already with the Apple IOS 14 update. As tighter data regulation comes in and the use of?3rd party tracking disappears?digital marketing’s reliance on this data will have to change.

Secondly, how we capture and use customer data is fundamental to the ethics around data privacy. So making sure you understand what 1st party data is, how to collect it responsibly and use it effectively will be crucial.

This will be the focus of the next No Jargon email when we will dive into some things you can do right now to get ahead of the game.

Get stuff done: Welcome Emails

I was taught as a kid to be polite, always say please and thank you "manners cost you nothing" my mum would say. I have to admit this is something I repeat ad nauseam to my kids too.

But there is a great moral we can tease from this for our digital marketing. Welcome people, say hi.

If another human has taken the time to sign up, download, buy, subscribe, enquire, or book then be polite and welcome them. Enter email.

Like those pesky cockroaches, email will not die (despite its forecasted death for many a year). It's still one of the best 1 - 1 communication channels used at scale (as in you can send personalised emails to many people).

So setting up an automated welcome sequence for your business is an easy win. Here are just a few reasons:

Let's look at how we do it at Relearn Digital.

Before we start here are the stats so you know it works. These are the overall stats for the welcome sequence:

and these are the stats for the first email

Not bad (we are constantly testing and tweaking this)

Let's get into it.

Your welcome sequence is about your humans getting to know you and has 4 emails:

1 - Say Hello?> Intro, What you do - Your Unique thing, Set up tomorrow

Welcome them in and let them what you do and intro your other standout content.

• Say hi and thanks them for joining (remember manners cost nothing)
• Tell them what you do & your unique thing (be concise)
• Intro them to other content you have and set expectations (if you send 3 email a week tell them)
• Set up the next email (this is important)

Here is Relearn's first email ??

A few things note that are universal through all 4 emails:

• Number the email in the headline?- This lets your human know that there are 4 emails and this is the first
• Humanise your emails?- in this first email I sign off 'mc" and then explain why - I am a real person and I want them to know that

2 - The Story?> Your Story, Credibility & Benefits, Set Up

What is your story and what problems do you solve?

• Your story - The why of your business (start talking to the problem you solve for them)
• Credibility & Benefits - Hammer home how you solve their problems and show 3rd party verification
• Set up the next email (this is important)

This is from our 2nd email. It talks to our story (solving their problem).

3 - Be open?> Be vulnerable, teach a thing, Set up

Be open and let your guard down, build empathy.

• Be vulnerable - Let down your guard and talk to something that your human can empathise and connect with
• Teach a thing - Now is the time to teach them something they did not know (for service business this is easier for eCommerce it might be an element of your product or customer service)
• Set up the next email

4 - Authority?> Why you, teach again, sign off

Make sure they know why you are the right choice to solve their problem.

• Why you - Make sure they are super clear and why you are the best solution to their problem
• Teach a thing - Cement the reason why by teaching another thing (if you can)
• Sign off with a soft sell - Direct them to your product or service (don't be afraid to sell)

Here is an excerpt from the last email in our welcome sequence, as you can we teach the FACTS (the model at the centre or oue main course the digital marketing game plan) and add in a link for people to learn more.

Get your welcome sequence up and running

Hopefully, this inspires you to get your sequence set up or refresh what you have.

Got a question about your sequence (or any other digital marketing question) why not book a?15 min Q&A with me?- it's free (no selling just me and your questions)

Curated reading

• Google Analytics & GA4?- The big change is set for July 2023 but lots of useful info is coming out weekly about what to keep your eye on when the change from the current version of Google analytics happens.?This is a good roundup post
• Benchmark click-through rates (CTR) for search and display?- What is the average CTR for my industry? This is a question I have been asked a lot over the years. Its often not easy to find good reliable data on it -?but this post has some great info broken down by different business categories for display and search CTR's

Improve your writing game

To complement the welcome email section check out this super cool infographic with 15 tips to improve your writing game (it's so good)

Digital marketing tools: Video Editing Tool - Veed.io

Video is everywhere now in digital marketing. But it can still feel like making and in particular, editing videos is a huge barrier for people to try and do it themselves.

Veed.io?is a great entrant into this space (I have been trying this out for my Videos lately and loving it).

It has a simple interface and makes the editing process a breeze. If you struggle with editing videos or are nervous about the first step check it out.

Relearn Digital

Liked the email? If so check out more from Relearn Digital:

• Other?Free Stuff
• Online Courses
• On Demand?Courses