Better Email Marketing

How do you treat promotional email in your OWN inbox?Ignore, ignore, delete, delete, unsubscribeThat's because most email marketing is pushy, bland, annoying garbage.But you can be different. You can be better.Instead of blasting your list with endless deals and discounts, learn how to cultivate real relationships and create lifelong customers.When each customer spends more and stays longer, you set the stage for exponential growth and endless recurring revenue.But how?Tell ya in the next section.

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I’m not great at gardening, but we try to grow tomatoes every year.Sometimes we get some good ones, but often we don’t.Growing good tomatoes is difficult. There are a lot of things to consider....The variety, the soil, the water, weather, pests, etc.There is so much information to learn and implement, that we can become obsessed with the process.And almost forget that what we really want is a couple of sweet, juicy tomatoes.Like most things, this reminds me of running a business.Many business owners and sales people view the process of finding people and converting them to customers as a “funnel.”A funnel is wide at the top and narrow at the bottom. The analogy is twofold.1. We are guiding, focusing, people from the top to the bottom.2. There are more people at the top than the bottom. People drop off at each stage.Because there is a “conversion rate” at each stage, the logical step many people take is to “optimize” the conversion rate at each stage, the idea being that this maximizes the number of people at the bottom stage, which is usually considered “a sale.”But guess what? There’s a very big flaw to this thinking.Let’s go back to tomatoes for a moment.Imagine you wanted to grow tomatoes, and so decided to go buy some seeds.There are 3 seed sellers. One of them sells seeds for $0.10 each, one sells seeds for $0.20 each, and one sells seeds for $1.00 each.Which do you pick?Before you choose, let me share some more information with you.These are SEED sellers, not TOMATO SEED sellers. Each one has a different proportion of tomato seeds vs. weed seeds in their bag.When you buy their seeds, you get some tomato seeds and some weed seeds. The proportion is different with each seller, and does not necessarily correlate with price.Go ahead, pick one.Ok, next step. After you’ve bought a bag of seeds, now you have to plant and water them.You do so, and within a week, you notice some little sprouts starting to pop up.Within another week, you notice that some of the sprouts are growing much faster than the others.Now here's the thing.If you begin to optimize your growth strategy at this stage, focusing on the growth rate and visually assessed health of each plant, you risk optimizing away what you really want, which is juicy tomatoes.Does that make sense?Let me know what you think. And if you know how to grow Black Krim, please let's get in touch.

Customer Vision Questions1. Describe your customer's current problem situation in detail.-What is the problem that keeps them up at night?-How does it impact their finances?-How does it affect their relationships?-How does it affect their health?-How does it affect how they spend their time?2. If their problem were solved, how would their life change for the better?-How would their finances improve?-How would their relationships improve?-How would their health improve?-What would they choose to spend more time doing?3. If their problem is never solved, will it get better on it's own? If not, how will each of the areas in #1 get worse over time?4. What solutions have they already tried?-Why didn't they work?-What are they currently trying?-What is preventing them from succeeding?5. If they achieve their goals, how will they feel? Use as much detail as possible.Finished? Now you've got material to write some killer copy. Nice job.

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Cognitive dissonance - The perception of contradictory information, and the mental toll of it. (wikipedia)Hello First Name,Something's been bothering me.But before I continue, are you chuckling to yourself, or raising an eyebrow, or shaking your head, because you think I screwed up a "first name" merge tag just now?Or did I forget this is a website, not an email?Neither.I'm just reflecting on the amazingness/ silliness of the fact that if I click the right button, an email will go out to all of my dear subscribers addressing each of them by their very own first name.Intimate personalization at scale, at the click of a button.And I know that statistically, if I were to send one email per day instead of one email per week, then my list would generate even more revenue than it does.But I am fairly certain I will never send daily emails.Personally, I can't keep up with receiving daily emails from anybody. I have over 30,000 unopened, unread emails in my inboxes, with no plans to ever catch up. Why would I want to create an experience for someone I myself don't enjoy?Finally, I know that pop ups, lead magnets, squeeze pages, and all manner of ethical bribes and persuasion techniques work to increase the number of new subscribers.I use many of these techniques for my own businesses and for clients, but...When I am trying to find something quickly on my own phone using the mobile browser, and the landing page is instantly gobbled up with full screen pop ups, and the thing I'm looking for is behind an opt in, it just makes me angry.How many angry visitors do our landing pages create per opt in? Have you ever considered this?Basically, I do not like the fact that many tried and true tools and techniques that we wield in the digital marketing world create a crappy overall experience for the customer.I wondered, is it possible to create lead gen and sales funnels that are fun for the leads and customers?The answer is maybe.Over the last several months, I have been scouring the internet for content from "alternative" marketers.People who have found ways to achieve significant and lasting success in unconventional ways.I have purchased their products, and joined their communities and masterminds.I have synergized their teachings, and begun to implement.For example, earlier this year, I ran a lead gen campaign that covered it's own ad spend within 30 days, and there was no offer in the funnel.Did you catch that?I brought in new leads, and made enough sales within 30 days to cover the cost of advertising, all without trying to sell them anything!I've also got a couple more projects firing up soon.Without going into too much detail, we're creating some "inside out" lead gen funnels to test.Basically, they are designed to deliver a ton of value before asking for an email address.But unlike PBS, I have no intention of making them feel guilty if they receive the free value and still choose not to join.Does this sound cool? or crazy?
If you want to keep going, click below.Greg

The Valuable DepartedI'd like to tell you about what triggered my interest in doing things "differently."A while back, I was looking at my business performance reports when something caught my eye.And immediately made me throw up in my mouth.I was looking at a list of our eCommerce customers, ranked by lifetime spend.This report usually makes me smile. These are the top-tier VIPs of this brand.I'm kinda proud of the fact that these people have been buying regularly for years and continue to do so.Real-life superfans.

But then I noticed something else.And I have no idea why this didn't jump out at me sooner.This is the thing that had me choking back vomit, then tears.Do you see the problem?

Nearly 50% of my BEST CUSTOMERS were not subscribed to email.The worst part is, nearly all of them used to be.I quickly pulled another report.How many total buyers did I have who were not subscribed to email?The answer, my friends, is painful.I immediately began digging for answers.I had always assumed that unsubscribes represented people who were not a good fit for the brand, and so good riddance.But these people? My VIPs?What I came to realize is that even our very best customers were willing to ditch our list if they received too many irrelevant messages in a short amount of time.Like any good eCom brand, we had email automations set up around trackable behavior triggers, such as someone viewing a product, adding it to their cart, or beginning checkout.We also segmented the full list based on past engagement and behavior, so that more engaged subscribers got more email, and less engaged subscribers got less.Makes sense, right?However, this methodology must have a fundamental flaw if superfans are unsubscribing.And the burning desire to uncover this flaw triggered a flurry of book reading, podcast and YouTube listening, and course buying for me.Followed by implementing and testing new ideas and paradigms.It's still ongoing,But I have already uncovered some answers.Inside my email list and agency,I have begun to share my findings with those who want to learn,While everyone else can continue using their opt-in popups and browse abandonment flows like nothing's wrong.If you'd like to be a part of that knowledge dump and aren't opposed to popping a red pill, please let me know by raising your hand on the next page.Otherwise, I've got a safe, comfortable, easy-to-swallow blue pill with your name on it.No pressure.
Greg

Destructive InterferenceI think you can tell that I'm about to start advocating some unconventional, unorthodox ways of doing things.And even if you agree with my reasoning, your temptation will be to "test" my ideas on a small scale.Take off your shoe, roll up your pant leg, and dip your toe in.You'll look for ways to combine my strategy with conventional strategy, thinking you'll end up with a hybrid that works better than either.But you'd be wrong.Because you see, they are not additive.In this case, 1 + 1 does not equal 2, 3, or 4.It might actually equal zero... or less.To explain why, we'll need to dust off our physics books for a moment.(Sorry)Ok, turn to the section on "superposition of waves."This is where we learn what happens when two waves are combined into one:

Do you see how this works?When two waves that are lined up combine together, they form an even bigger wave.But when two waves that are out of sync combine together, they can completely cancel each other out.It's called destructive interference.I repeat: when you try to combine two waves that are out of sync, they diminish each other, sometimes all the way to zero.This means you need to be careful about the strategies you try to combine.If they are all in alignment with each other and your ultimate goal, then you'll probably do great.(Do you know what we call a bunch of light waves, for example, that are perfectly in alignment with each other? A laser.)However, trying to combine strategies that do not align with each other can result in a whole lot of nothing.You end up building your* busyness *instead of building your business.The only way to avoid this is to understand what you actually want to optimize for.For most beginners, the answer is "revenue."And if you optimize for revenue, you will run your business in a particular kind of way.Most people who do this later discover that "revenue" isn't actually what they wanted.And they realize this from inside the golden cage they have built for themselves.Maybe, they decide they should optimize for "Customer Lifetime Value."Or maybe, their focus turns inward and they choose to optimize for their own "freedom of time."Again, these different goals will result in radically different looking businesses.If you're interested, I will tell you why ALL of these goals are the wrong ones to focus on.But only if you are open to listening.I'd like to reveal a new way of thinking, a new way of doing.However, I know that not everyone is ready or interested.This new way cannot be lightly tested.No toe dipping.Instead, it requires a skinny-dip cannonball into the deep end.If you want to take the Red Pill and join me on this journey, just opt in below.Otherwise, you can forget this ever happened.If you choose not to join, I get it.The Matrix has steak.Cowabunga,
Greg(P.S. This opt-in will NOT subscribe you to my main list. Only a 5-day email series. Afterwards it's up to you.)