And before you let your imagination get away with you, I’m talking about mailing lists. Well, actually I’m talking about working your mailing list. As a London Seo Agency, it’s very normal that SEO work tends to lead to looking at the bigger picture. One of the reasons we are able to land clients, is because we ask them questions that no one has asked them.
We take a holistic look at a business, not just from how the website works, but also to how they use their social media and their mailing list.
What’s been remarkable is we ask every client and potential client as part of our questions to understand their niche and business – how many people in their mailing list.
How big their list is. How often they contact them.
More often than not, it’s established businesses that come and see us. They’re at least 5-10 years in their game and so over time, they’ve accumulated quite the mailing list. And for some strange reason, the thought of emailing them too much is something they’re very conscious of.
As an example, in the last meeting I had – one of the things that their marketing person said, was
we have 8,000 email addresses, but we only email them every 2 weeks. We don’t want to disturb them. I don’t like to get loads of emails so we don’t like to email everyone a lot.
My jaw hit the floor. My poker face had completely dissipated whilst I started to wonder if I could throw this business owner out the first floor window. I mean there’s a chance he’d survive. But I couldn’t be sure.
I proceeded to express my shock at him leaving money on the table. I lambasted his thought process, explaining to him the simple phrase about selling:
‘if you’re not selling your clients someone else is’.
He went on about his brand – but other than him, no one had even heard of his brand. Word of mouth was out the window for this….
What About GDPR.. …
What about GDPR? Nothing. As long as your mailing list has everyone agreed to be on there, you can email them as often as you like. Where GDPR kicks in, is if you are emailing people without their permission.
What About Unsubscribes?
And this is what scares business owners the most. The thought of having thousands of people sitting in a list, but not working the list is comforting. It means that people are not being worked.
However the truth is unsubscribes are fantastic. They’re fantastic because they get rid of the non buyers. For me personally, I know for a fact that I’d rather have a list of 200 active buyers. Buyers who respond to sales, discounts, emails. Buyers who share, who tell their friends, who tell their family,
I couldn’t care less about an unsubscribe .
So What’s The Right Way?
Is there a right way? I’m overly aggressive. I consult to an ecommerce site – and we’ve been running some tests recently. They had a 41K mailing list and from that they were sending an email once a week.
The owner of this business owner is great – he simply wants to see results. He was very open minded and once he understood the distinction between a good quality lead and a buyer – he got less and less precious about his mailing list and allowed me to work it how I saw fit.
We ran a bunch of tests:
1) Once a week simply wasn’t enough. It was amazing to start emailing out once every 2 days.
2) Then for another week, we emailed out every 2 days.
3) Then for a week we emailed out daily – but at unusual times
4) We emailed out discount codes for a week (many time sensitive so it required users to take action).
5) We emailed out copies of our newly published blogs
6) We emailed out 2 different ones / day
7) We emailed out one email, twice in a day.
And given there’s no fixed answer, this exercise was so much fun and the results were simply amazing.
Firsly, in one sentence, let me tell you overall what happened – turnover went up (often up to 50%) – and unsubscribes increased also. And for each of the above tests, we would simply measure which increased turnover the most, whilst having the least number of unsubscribes.
Now for this particular business, we found that if we sent an email out at midnight, and a follow up at 10pm – his ecommerce business just went crazy. And the more we did that, the more turnover went up. But so did unsubscribes. In fact we lost as many as 3,000 people of that list. However, we did something more importantly:
We Trained The Client….
Trained the Client ?
Who is selling whom? Are you selling your customer on a reason why they need your product, or are they selling you on a reason why they shouldn’t have it?
Who is taking control over the communication?
It is important to train your customers from very early on. We all get a gazillion emails everyday from companies. The idea is to ensure that clients think it’s normal to get emails everyday. In fact, the more emails they get the better….
So what goes into a Mailing List?
Now that’s the right question. If I’ve done anything right with this post, the only question you ought to be asking yourself is – what should I write in my daily emails?
What the heck do I email people?
Now it’s time to make some money. I use a number of techniques, which I split into hard sell and soft sell. Below are some strategies that you could implement TODAY.
Hard Sell is all about someone taking action straight away. Taking action means sharing, buying, using a discount code, etc…
Send out a discount code for the week
Send out a discount code for only a day (or even an hour)
Do A Price Drop On A Product (for a limited time)
A Soft sell encourages a sale, but it’s not the point of the email. The 2 below strategies work really well for me.
Information – send out a blog post – with a ‘hey I thought you’d find this interesting’.
Get them engaged – we read this and wanted to know what you think?
And at the bottom of both of these emails, I tend to write stuff like:
‘we happen to be running the following discount codes this week.’
You may have seen the movie Glengarry Glen Ross. Alex Baldwin does this terrific job of teach sales guys how to close. And his famous line is
ABC: Always be closing. Always be closing. Always Be Closing….
Well digital marketing is not too different. However, Neil Patel coined the phrase, ABT – Always be Testing. And it’s true. Testing is so key, because as soon as you’ve learnt what works, how people respond, you can almost begin to predict their behaviour before the email even goes out.
If you have a mailing list and you’re not working it, please start to. If someone like me was in your space, the one leverage I would exploit as a new company, would be to build up a list and email them daily, or every other day or whatever it too where they respond the most.