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hi i'm renee seltzer it's so nice to meet you in today's video we're going to talk about why your business needs to do more lean nurturing and how to do it so hi i am the founder of ellis and ellery consulting we are a digital marketing agency uh and everybody always asks us what kind of industries we focus on we focus on the ones that have people so if you sell to people then we're the agency for you i have 20 years of marketing i'm mother of three awesome kids public speaker and fractional cmo so hi this is my lovely office i normally have my sign in the background going off but i just wanted to fully introduce myself and then we're going to get right into it we're going to talk about email marketing the do's and don'ts and really how you could win and make it a much more profitable channel if it isn't already for you in our agency we do mostly focus on b2b which is anybody who sells to another business we're in the lead gen space and then higher ed because they also generate lead flow so just kind of get started right this guy right here i always like to kind of kick off any video with a little bit more fun a lot of times people tell me like email just doesn't really work for us or it's not a great channel cry you know what it does and let's look at this for every dollar you spend on email you can expect about 42 dollars in response but we're going to walk through how to fine-tune your email marketing to really get the most out of it right the key elements to really look for one of the first things you should be doing is asking your customers to take you out of the promotions tab in your email right so at times going into promotions is kind of what i always say is like where emails go to die i have like 100 000 emails and promotions so you really got to teach people to say drag my email out of promotions and put it in your inbox right there's some other strategies on how to improve your deliverability and i'm going to cover that in just a second so really really honing in on getting people first if you don't even get in that inbox right it's a lot harder to get people to see your content and then to make you know adjustments for them to open it right so here is oh this is so tiny but you know there's all these different things that you have to focus in on that includes like open rate click-through rate unsubscribes bounces marked as spams forward rate reply rate a lot of times i'll give you some strategies if for example you have a downloadable go ahead instead of offering it on your thank you page offer it by email i know it's like an area of friction so you have to kind of weigh in sometimes that area like you don't want too much friction so you want to do this sometimes but not always but having people go into their email to click on the email will improve your deliverability rate if people could click on your emails reply to your emails and really kind of engage with them you improve your quality score right design matters but not as much as you think it is right look at that design right there so i wanted to kind of show you sometimes html emails work a lot better and shorter is sweeter when it comes to emails a lot of people try to put every feature and every benefit and they just verbal vomit on everything actually i have a problem that myself so this is really this is from privy i would recommend signing up for their newsletters they're great they're an email company for e-commerce but just really they know email well so they have an emoji at the top where it's 15 ways to drive holiday sales with like a little box delivery box they also have images but this is the great thing what they're doing in this email is they identified this is sent on december 8th of this year and they said hey these influencers that have 3.8 million followers they asked them have you done your christmas shopping yet and 76 of their 3.8 million that responded said no and what they're doing is they're bubbling up that piece of insight sending it back out and then driving people to the next thing they're not saying hey sign up for my service they're actually saying that's exactly why i put together these 15 ideas that will help drive sales for your holiday season they are driving them to another piece of conversion another piece of education as opposed to necessarily just driving them to a close like bye bye bye now that's actually one of the main reasons that email doesn't work for so many people it's because it's so self-serving you have to write emails with value if you have a lot of unsubscribes or people aren't opening your emails it's because they think your emails are lame and they might be you know so you really have to figure out what can i give them that's going to be valuable and we're going to kind of cover that in just a second with buying triggers and who are your customers so you will get to that in a moment here's another one it's december 16th so a few days after that one now they're offering me a sale a promotion right the gift of season get 50 off your first month here's how to get the offer so they're going to walk you through some like how to get this offer and then there's another call to action right ps upgrade and now you get another value of one-to-one coaching so it's not only do you save money but you also get this one-on-one coaching which i found to be very valuable so a great great email and you're noticing that they're not these huge html emails they're just completely text emails right so text is really powerful don't feel like you always have to make it amazing here's another one for privy is the black friday playbook free and i'm going to talk about that don't be afraid it's not a spam word anymore the best part it's free get your copy of the book the secret to and this is the image right the secret to getting three million monthly views on pinterest and driving 600. so they're telling you there's a secret they're telling you how with a number with social proof like there's a number here and then there's telling you what you're going to make on this right that's a powerful statement but i'm going to show you and they also offer you a six-day bootcamp you need to prep for black friday right on monday we're kicking off this boot camp what you get offer ideas secrets of building up your email list like they have thought through why this would be interesting for someone else i feel like a lot of times in b2b emails or just even in higher ed we don't do all those things we're not driving them to a six day course or a bootcamp we're not driving them to anything we're just saying enroll now or sign up now or book a demo like that's the call to action right so it's just not as compelling all right so this is that call to action that we just saw a second ago i went ahead and took a screen grab of it and you can see that's a really strong impressive ebook right and then there's actually a download feature right there so you can easily download it and they're giving you a lot a lot a lot a lot of value in that right okay email subject lines that drive action like i mentioned a second ago free is not the enemy if you put free in your subject line you can increase your open rates by as much as 34 limited last chance those are all urgency type of of messaging and that always will still work right and then 2022 is really working because people are looking for insights people are looking for what to do next people are really looking for what else is there and then versus 21 so x versus y it's you know our job to create some really great content to inspire but also to drive like insights and revelations and things that they can't get on their own that's how you bring value right so this versus that is really powerful 56 percent of brands are using emojis in their subject lines and they have a higher open rate so do not fear the emoji just to give you an idea january's new year's day the ones that use some form of january emoji that was really related had a much higher open rate right read rate a 21 lift and then inbox placement rate so like really really high right and the complaint rate well in some cases it was a little higher just depending on what the content was right and then this is not spam actually was really really high so a year new year new gear new deals everybody loves to say almost the exact same thing and all their new year new you kind of thing so just try to avoid that one here's a blog that we have on ellisonelry.com and it's all about emails so it's going to be a supplement to go with this video so do be sure to check out that video we do about how to improve your deliverability tracking in the era of ios changes how to really get higher conversions by using dot dot and just testing a variety of different subject lines and copy and email and you know using gif and movement movement in emails is so powerful right so use gif and email increases your click-through rate up to 26 which is pretty and and be honest like we just want to be entertained that's why gifts you know it just doesn't look like it's coming from like a tax person or like i always say deloitte sorry deloitte you guys actually are doing some pretty cool stuff but we all want to be entertained some way or another right so if your email reads like work and it reads and it feels boring people aren't going to open it and then people also aren't going to keep opening it if you just keep letting them down they're either going to unsubscribe or you're just staying promotions and that's where you're going to die and nothing ever happens right so let's kind of talk about in your email so there's one thing to make sure you have great deliverability great subject lines which have to be really really good but you also have to kind of speak to people's pain points right so when i say give people value you have to really understand who your customers are and what they're looking for what are their pain points what are you solving for and people don't people always talk to me like we need to do demographic research and i'm like no you know you know for the most part no because demographics don't buy you know just because you're like a 34 year old mom doesn't mean you need a volvo or you know a honda or whatever i don't know but i just mean that demographics aren't the reason you bought it's triggers and then there's emotional triggers there's social triggers there's all these other reasons but you have to identify what the pain point that you're solving for and how you're gonna solve it right so and then once you start to figure out like how do you speak to people's pain points or what's driving them to to buy in the first place then you can start creating content that's valuable to them right ultimately what we're trying to do is just clear a path forward for customers right they all signed up for your newsletter either because they like your lipstick or because they have a b2b job to do or you know they need some service or product so really clearing the path forward and making your emails really easy to understand and like what the next step is what should i do off this email sometimes i get an email there's like no call to action but there's like an offer in it and i'm like but there's no link in here i'm like what do you want me to do go figure out what the url is from your email send signature you know so that those are missteps who are you selling to it kind of talked about that a second ago talk to your customers yeah okay but there's two things i want to say about talking to customers one don't primarily talk to your customers because there's a thing called the curse of knowledge what the hell is that well glad you asked me let me see if i can make me more of a person okay so the curse of knowledge what is that so if once your customer goes through the sales cycle and becomes a customer they learn a lot they're really educated so and then you already told them what's valuable at the end of it so that's the curse of knowledge you also want to chat with a lot of customers that haven't bought from you and understand what their pain points are or if you like you know lost the customer to a competitor or to another solution altogether you definitely definitely want to ask them why because that person is the person you want to get in front of right so you want to talk to customers but you want to talk to people prospective customers and also customers who did not buy you and then cobble all those insights together into what what they find valuable how you could help them do their job better and then what kind of like entertainment you can give to them that would be related some way so in this this is kind of just the marketing sales funnel you know there's awareness consideration and what you give what really works a lot well are like tip sheets checklists white paper swipe files anything somebody you can make their job easier by giving them some tool that they can apply to their own work really really is helpful and that's all in the component of education and that's really what your email should be there should be a form of educating your buyer entertaining your buyer and then driving them to micro conversions not straight buy buy buy buy now and then as you start to get lower in the funnel and your sales people take over that's when they're really having messaging about like book my demo you know call me now and then you also want to stay in contact with your buyers and create a whole strategy for not only delighting them and onboarding which is really really important because that's how you get advocates but then also just keeping connected with them because just because they bought doesn't mean they're going to renew right or just because they bought doesn't mean they're going to be happy and stay so you really need to make sure that you're constantly educating them how to use your surface better how to be a better customer to you but also how they could do their job better and then that helps you with retention but email's a powerful tool with customer retention too some of the things i mentioned this is from semrush but like how to guide landing pages infographics checklist you're going to drive somebody from email to the next thing right they're micro conversions like you're just you're trying to get them to digest more of your content and kind of build that relationship ultimately you're dating someone right so like if you're dating someone you're not going to go on a first date and be like marry me which is like book a demo yeah you're not going to propose marriage you're going to just try to get them to the second date and the third day and the fourth date so that's kind of what we're going for here this right here i just realized i'm not on screen so i will fix that whoa so let's say you're selling an alarm clock right here i know i just had this great like expression and i wasn't on camera whoa so i'm like a ghost in the room how creepy one of the things to think about too is when you're writing your emails and you're just talking to customers remember you're talking to real people so don't be lame and then the second one is also don't always talk through features and benefits think about like what the end customer how you're transforming their lives how are you transformational to them right so in this case like an alarm clock is automatic time thinking flexible brightness control sleep tunes playlist curation by the way if you are flexible brightness control i've heard that like in amazon it's really hard to find that so you should leave with that also so once you find out like competitively you offer a feature that no one else does totally run with it but you also want to say like you stop sleeping in achieve more of your day accomplish your goals so if your your goal is to lose 600 pounds from covid then that's something you probably want to speak to right but that's kind of that the reason that people get an alarm clock it's not for these features it's really because they want to get up on in a timely manner so one of the things i mentioned is that you want to be like a new form of edutainment so part at education but a part entertainment you want people to want to open your emails right you want people to engage with you so that's really important how do you create content and have personality where you know the person wants to be a part of the brand okay so while meeples have a strong potential and i see this all the time so your first email that you send someone after they fill out a form and they request information is going to be opened at the highest rate of any email and almost every time what is such a disappointment because it'll say things like we got your info and someone's going to contact you shortly well the average welcome email is open at 82 right a regular email is open at 21 like that email that you send the very first one make it magical make it value make it intriguing make it everything that it's supposed to be and then you have the biggest potential to get that person to open your next email and open your next email and you see the big drop off of 82 to 21 i guess the other way around is because your email was lame and they're not that interested and then you get like that much value out of it so really keep that in mind so like i said you really want to convey personality and that is so incredibly important so if you're the person who is working on your emails has no personality then maybe that's not the person who should be writing your emails if you look at the company drift they explained conversational marketing and what they do is they're like a chat bot with some other sales enablement stuff but what they did was lean in really hard with gifts and personality and you kind of were excited to read each one because it was just like a little easter egg you're like oh that's cool so be that for people right and then you don't always have to talk like i hardly even know what drift really really really does because they mostly focus on education and personality right but i have recommended them numerous times to the companies i work with i mean their chat bots are great but i mean to the core i don't i don't know every feature and benefit that they have i just know they're awesome and you should work with them kind of thing all right one of the things that i shared in a different webinar also but this is such a great idea if you haven't if you have a lot of unsubscribes it doesn't mean they hate you i know it feels that way but you what you can do is yes you cannot email to them again but you can upload that whole list of unsubscribes into facebook this is a screenshot of facebook and you could actually upload them and advertise to them through retargeting so i'm going to talk retargeting in just a second because it's a powerful tool but when you when you do that then you have a chance to bring them back right so maybe share value in a different way maybe get them to do some micro conversion get them download something have them watch a video and kind of get reintroduced to the brand maybe you're off on the wrong foot so there's a way to still save all those folks all right the evils of gated content should you or should you not get your content so now some situations totally get your content but other situations you really want the person to digest and engage with your content because you're ultimately trying to put get that person to be a little bit more educated and move them down the funnel your job isn't just to collect their info and then have a sales person try to do it you really want to build that relationship and that's hard to do if you don't get some of your content right so you do need strong calls to action on your website that says hey sign up for my newsletter this is what you'll get get an ebook get some other piece of content so you want some of your content to be gated it has to be really exceptional but then you also need to ungate some of your content too you have to remember you know when you're sending out emails and everything else people really care about this they care about their families they care about their own personal life their hobbies they don't care about your service you know so if you keep that in mind right she just wants to get off of work to to focus on her fitness and and all of that so we have to break through the clutter and really get her attention right when she's not that into it so really think about that when you're creating content and your email strategy has to kind of align with a content strategy they can't be done in silos the importance of leaner training okay so this is so poignant and i want you to like take in only three percent of buyers are active buyers that means so when they fill out a lead form really only three percent of your leads in any one way or referrals are really actively going to buy right now some intend to buy in the shortcoming feature 30 percent need to but not ready to act maybe like their boss is in a bad mood all the time or they're switching out people or maybe the company's gonna get bought 30 do not have a need and 30 are not interested specifically in your company but if your whole marketing strategy is drive the lead hit them on the phone a bunch of times or send them like two three emails then you're gonna really miss out at least some 37 percent of buyers because you really need to nurture them this is actually cannabis growing so i thought that was funny but you have to nurture them right because you want to be ready for when they are ready to buy and build that relationship so you know they're ready for you personalization is no longer about first name last name it's about relevant content i hit to go too fast but relevant confident means doesn't mean like just dear you know so and so and you put a variable of their name it really means to the core that you're creating custom content to that person's journey right really identifying what is interesting to them where do you go from here let me just kind of go over here and then creating journeys for that specific person in that specific pain point i wanted to share a couple this is for like video and stuff and there's all these really cool email providers now that can help you create and code your emails but i also want to encourage you to add a lot more video to your emails and these are some ways that you could add video without being that super labor expense there's the script and loom and animoto and canva and you can get freelancers on fiverr and upwork and vineyard for adding video from like your sales people for it right into an email so you can make it a little bit more custom so i just wanted to give you guys those options too if you apply all of this this is what it's going to feel like right yay the money tree is finally bare fruits there here is kind of what i mentioned a moment ago is you want to drive people to something so here's one example we we have a lead generation checklist that has all these different lead strategies and thought processes we have budgeting we have email marketing we have brand storytelling so we have all these things that we're driving in our lead nurturing the person to the next thing and then we're gonna show them and well them with our kind of thought leadership and execution and then they're like oh i should hire them because they know what they're doing i want to do more of this for myself so that's kind of the goal of anything that you're doing is you again you want to drive them to that next piece of value you made it this far we're almost done let's hear it yay you're a marketing wiz retargeting ads cross-channel marketing so this is where you're driving people to click you know from email let's say they haven't engaged that much on your email but what you can do is then retarget them if they click on a specific landing page like let's say they have interest in one of your products or services from email and they click to that specific service page or landing page then you could add a pixel for retargeting and i'll show you how it works in just a second but you add a pixel and then specifically message them additional information for that service and i'll show you how that works but retargeting makes it 70 more likely to convert visitors into paying customers retargeting can result in 147 percent increase in average conversion rates retargeting can deliver a 700 increase in overall site visitors due to improved ad conversions and you can get more brand searches by 500 with retargeting so the prospect visits your website so you go from email you drive them through an email and then they visit your website and then they leave without making a purchase or kind of engaged you know and then prospect goes to facebook as we all do right and the prospect has shown your remessaging ads this is a chance for you to tell your story in a variety of different ways through different ads so maybe you're talking specifically about how you could transform their lives maybe you're driving them to another mini conversion rate you're just getting in front of them right they're more touch points you're getting reach and frequency reach and frequency you're kind of you know breaking them down a little bit and getting them more comfortable with the idea of your service but you know you can use your your ads then bring them back to another piece of valuable content and then that's when they start to see your brand and they start to associate it and they start to go back to your next email is that much more observed in their email box right prospect likes and clicks the ad and then potentially you can recover the sale or if it's like a much bigger b2b sale this is some of the ways that you can get like the different buying committee excited about your product so how it works you just in pixel and you could do this on facebook you could do it on google linkedin they all have these custom pixels you create an audience you set up retargeting and you create some really kick-ass ads and then you kick off the ads and you track how they're doing a little bit more about retargeting they have a positive reaction through targeting ads by 30 you can boost your ad response rate by 400 and three and five online buyers notice retargeting ads so i have done that i visited different sites and then i see the ads and that's really through the ads do i start to get familiarity with the company if you have any questions i'm gonna give you my email address i'm here for it so i'd love to answer any kind of questions that you have this is our amazing team you know this is the team that you possibly would be working with if you so wanted to move forward with us and we'd love to to chat with you to see what your needs are here is our email address called ellisonellaryconsulting.com and our website is ellisonellery.com and look there's another one of me behind me look at that all right so we got to the end make sure we totally high five each other because this was awesome not sure and then this is my little easter egg that i always leave everybody with at the end of any video so let's all do a little dance just like him congrats good luck in all of your email marketing and here's our contact info again just in case you need it bye