Email Marketing: The Big Dirty Secret About Email Marketing in 2018 (Tutorial)

What's up, everybody? So today, we're going answer the super high level question, "What is email marketing?" Right, a whole bunch of reasons, of course, why you'd want to understand this If you're just getting into digital marketing, or if you understand a little bit of email marketing, but you might be missing a few pieces here and there, this is the video for you

So stay to the end, because we're going to do a comprehensive overview of what email marketing is and the fastest way to implement it on your own business My name's Tommy Griffith with ClickMindedcom, let's get going So super high level, just getting started, what is email marketing? So let's define this a little bit, dig into this, and talk about why it's so important So what is email marketing? Email marketing is a tool that lets us do two things

One is first provide value to users in the form of content And two, direct users through each step of the customer journey or the sales funnel when they get stuck, right So we use it in these two ways primarily when we're talking about digital marketing Email marketing is arguably the most underrated digital marketing channel out there I, personally, love Search Engine Optimization, SEO

I've been doing SEO for 10 years, but as we've grown this business more and more, I've come to the realization that email marketing is incredibly important and usually the most underrated digital marketing channel And there's a number of reasons why, and I want to talk about that, right Not everyone is on Facebook, right Not everyone is on Snapchat There's a number of different social channels out there

But every one has an email address, and that's why this is so important Your email list, you as a marketer, or you as an entrepreneur, or as a business owner, as you grow your email list, that email list can go with you, right It is a portable asset So there's many digital marketing channels out there that change very dramatically or they die, right So what has value today might not necessarily have value tomorrow, right

Ranking number one on Alta Vista in 1997 was fantastic It was probably great for any business It's not that important now Does Alta Vista even exist? Having the dopest Myspace page Back in 2002, it was probably awesome

Probably doesn't matter as much now, right So spamming your way to growth through social invites They learned this the hard way They did this with FarmVille back maybe five, 10 years ago Got a lot of early growth, and then Facebook changed the rules with social invites, and their stock price slid, as well

It was a very tough break for them Praying Google doesn't change the rules Demand Media basically went public off of kind of low quality content marketing, and then Google's Panda update really slapped them, and their stock price took a very dramatic drop, as well So rules change all the time, right Google and Facebook can change their rules all the time

Different social networks can expand and contrast all the time Stuff can often change a lot, right But email often doesn't change It is not a social channel, right It is a web protocol, and I want to talk a little bit about this and what that different is, right

So the internet is made up of protocols and applications, right So web applications are a lot of these sort of private companies that you use every day, right Facebook, Google, Yelp, Instagram, Snapchat, and MySpace are web applications And they often sit on top of web protocols When we talk about web protocols, we're talking about DNS, the Domain Name Service

HTTP, FTP, IRC, SSL, or SMTP These are all kind of standardized digital communication platforms, digital communication languages effectively, that we all use on a day-to-day basis They're not necessarily owned by a private company They are these kind of standards that we all use when we use the internet SMTP is email, right

And so when you're doing email marketing, you're using the SMTP protocol You're not using Facebook's terms of service or Goggle's terms of service This is a really important distinction, and that's why your email list is effectively this portable asset that moves along with you, right So companies can change their rules, platforms can become unpopular, but protocols don't really die People are getting really excited about bitcoin and other cryptocurrencies now because some people are saying, "It's a new protocol for money," right

The protocols are really rare They're very fascinating and they're very interesting, as well, right So keep that in mind, right Companies change their rules, platforms can become unpopular, but protocols don't really die So until people stop using email, until people stop using the SMTP protocol, your email list is a portable asset

The chances are very good that we're probably still going to have email in 25 or 50 years That's why this is really important to build now, right Let's talk a little bit about the details here though, right So there's really only three different types of email when we're talking about email marketing Transactional email, content email, and conversion email

We'll dive into these a little bit here The first is transactional email, so let's look at some examples of a transactional email This might be things like receipts, right You buy something on Amazon, you get a transactional email receipt Maybe an order confirmation, forgot password, support tickets, sign-up details, your double opt-in for your email list, and unsubscribing email, or maybe shipping details

These are all transactional things Maybe a user's doing something on your site, and you're kind of giving them an update via email Next is your content email So content email would be things like a welcome email Maybe you just got their email address or they just signed up as a customer, right

It's a new blog Maybe something like a new blog post "Hey, everyone We just posted this new blog post, right So check it out

" A lead magnet or a value sequence, something like your newsletter Your weekly or monthly newsletter, any type of social posts, or social post reminder, right "Hey, go check out this post on Facebook" Free tools or exclusive content, any content that you create is a content email And the third one is a conversion email, right

So any type of promotion, a sale, lead magnets can also be in this group, as well If you're launching a new product, you're upgrading users, you're offering a discount, you're doing an affiliate, anything like that would be a conversion email, usually when money is changing hands Okay, so we talked about the three different types of email Let's talk a little bit about email distribution now So there's three different types of email, but there's really only two means of distribution, or at least two you should be focusing on, right

Usually, that's broadcast email and automated email, right So there's two different types of email Most of your email should be automated, right If you're doing most of your emails now as manual broadcast, in general, for most businesses, that is not ideal, right Sometimes it's understandable, especially if you're smaller, right

But in general, most of your email should be automated, right Let's talk about these differences first First is broadcast email So you should only broadcast two types of email; great content suitable for your entire list and one-off promotions, right So in general, like when you create something absolutely amazing, and you want to tell your whole audience about it, fine

Go ahead do a broadcast Or, if you're doing kind of a seasonal or a time box promotion, Christmas 2020, or seasonal whatever, you go ahead and do that as a broadcast That's totally fine Everything else should be automated, based on user actions, right So in general, you want to be automating email based on what the users are doing on your site

This allows you to send out content and messaging that is much more specific and relevant, contextually relevant to the users Instead of just blasting out everything that you have, you want to be sending them emails based on what they're interested in, and based on the actions that they're taking on their own site, right So examples of automated email might be something like receipts, order confirmations, forgot passwords, welcome emails, a value sequence Maybe cart abandonment, right, if they add a product to the cart and then leave Lead magnets or upgrades

And you want to do this in a contextually relevant way that's based on the actions they're taking on your site So that's really it We just wanted to do a super high level overview and answer the question, "What is email marketing?" So that's it I hope that was useful If it was helpful and if you learned something today, go ahead and click subscribe down below to get even more Digital Marketing Tactics and Tips from us

If you're on YouTube, we would love a comment from you What'd you think? Is this helpful? Is this how you think about email marketing? Go ahead and leave a comment right now I read every single one Finally, if you want all of our email marketing resources, along with checklists and cheat sheets from us, go ahead and click that link down below to ClickMindedcom, to grab all of our email marketing resources right now

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