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Introduction

Are you using all the power of email marketing? If not, this is the place for you! Here, you’ll discover simple yet powerful ways to put the “ammo” into your email campaigns… without blowing up your mail server!

On this blog, you will learn about the many different uses of email automation, to help you turn prospects into buyers and raise your conversion rate! let’s dive right in!

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The idea behind email automation

Automation is the process of doing something automatically because it’s been programmed to do so. When you use email automation, you can achieve several things very easily:

Increase Response Rate – This means that more people are responding to your emails. Which means more orders, more subscriptions, more everything.

Decrease Churn – Reduce the number of people who drop out or unsubscribe from your list.

Decrease Unsubscribe – This will keep your list cleaner (and therefore more responsive) and it will also decrease your unsubscribe rate. This will improve your deliverability rate and increase your open rate.

Increase Sales – This will all add up to increased sales by leveraging the power of automation.

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How to choose the right email automation tool for you

There are many different email automation tools available on the Internet today. However, not all of them are created equally. Some of them are very expensive, some of them are free but terrible, some of them are so-so, and some of them are excellent.

The number one recommended tool I use for all my email marketing needs is systeme.io you can sign up for a free plan here and if you decide to take any of the paid plans, I will include my 20+ video step by step course on setting up systeme.io free if you use my affiliate link.

In this section, I’m going to share with you a few important things you need to consider when you are trying to decide which email automation tool is best for you.

And, as a bonus, I’m going to reveal unto you a secret that will help you make an easy $1,000 for every 1,000 people on your list. (That’s a $1,000 increase in your bottom-line profits for every 1,000 people on your list.)

So, let’s get started: First, there’s the price. All automated tools have two prices: The “one-time” setup fee and the “ongoing” subscription fee. Let’s talk about those fees.

The one-time setup fee is the amount of money you must pay to get set up and get going with your tool. This could be from $500 to $1,000 or more. It totally depends on how much “work” the developer has to do to get your system set up for you.

Some developers are very good at getting things up and running quickly… while others take their sweet time. It’s only fair. After all, they’re spending their own money, right?

Anyway, the one-time setup fee will be subtracted from the amount of money you owe each month for your ongoing subscription. Let’s talk about the ongoing subscription fee. This is the amount you must pay each month to keep using the tool. It usually ranges from $15 per thousand (15ยข per email) to $65 per thousand or more.

The higher the ongoing subscription fee, the more emails your tool will send for you. The lower the ongoing subscription fee, the fewer emails your tool will send for you.

The ongoing subscription fee is what you have to pay every month after you have the automated system set up. This ongoing subscription fee also varies from tool to tool.

But, it’s important to realize that the lower the recurring subscription fee the higher the “usage” fee you will have to pay. Usage fee is what you pay whenever you send an email through the system.

For example, if a usage fee is $.20 per thousand (that’s “miles”, not “thousand”) and you send 10,000 emails per month, then you will have to pay $200 per month in usage fees. If your usage fee is only $.10 per thousand, then you will have to pay only $100 per month in usage fees. Obviously, the $.20 usage fee is much more than the $.10 usage fee.

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How to choose which emails to automate

What is the minimum amount of subscribers you must have to use this tool?

It varies from developer to developer. Some tools require you to have at least 10,000 subscribers… others 100,000 or more.

But, if you are going to be using the tool on a regular basis (which we strongly suggest), having a very large list is going to be a real advantage for you. You see, the larger your list the lower your ongoing subscription fee will be.

Also, a larger list usually means a larger percentage of your subscribers are active and therefore, most likely to purchase something from you.

Onward to another important question: How long does it take to get started with this tool?

The answer to that one depends on how quickly your developer can set up your system. Some developers are slow and deliberate…others are lightning fast! We personally feel a “real” email automation tool should get you going in about 30 minutes… but, some tools take much longer (an hour or more) to get you up and running.

Once again, the choice is yours. Now, let’s talk about how much this service costs. Well, as we said earlier, it depends on how large your list is and how fast (or slow) your developer is when he sets up your account.

If your list is relatively small (less than 100), and your developer is a “real” developer who has the right stuff, your monthly subscription fee should not exceed $___However, if your list is very large (more than 1,000, and/or your developer is not only slow… but also… stupid (like most “cowboy” developers), you may be looking at a monthly fee of $___.

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Ways to improve your open and response rates

The next few tips are going to be rather obvious but, many marketers fail to observe them. For example, one big mistake people make is they send the same email to all their subscribers.

Of course, this is a dumb thing to do since it results in lots of “dead” email in your mail box that never gets opened or responded to. Instead, what you should do is send different emails to different groups of people.

You see, there are certain “categories” of people who are more likely to respond to certain types of offers than others. For example, somebody who has just purchased something from you is probably going to be much more interested in getting another “hot” deal from you than somebody who hasn’t made a purchase from you yet.

Therefore, it’s a good idea to send different emails to different groups of people… depending on what “category” they fall into. Another rather obvious but important point is you should personalize every email you send out. This means using something like the first initial of the subscriber’s last name (or the company name) to create a “group”.

Then, within that group… send out different emails with different messages. A related but somewhat less obvious point is you should test your mails regularly.

By test I mean test… NOT just test “once”. I mean test frequently. It’s very common for people to wait until they have sent out a “large” number of mails before they do any testing. That’s a big mistake.

You see, testing frequently will give you valuable information that may help you make a decision about whether or not to keep or alter a particular mail message.

For example, let’s say you send an offer to your list and, the open rate is only 5%. Well, if that stays the same when you test after 10,000 mails… you might decide to scrap that offer.

On the other hand, if the open rate goes up to 15% (which is a rather substantial increase) then you might decide to keep that offer… but… perhaps change the wording a little bit so it’s more appealing to your subscribers.

There are many other things you can do to improve your open and response rates.

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What about raising my response rate?

This is where most people go wrong. They get so obsessed with increasing their open rate… they forget about increasing their response rate! The two are not the same thing.

For example, if you send an email that says something like this:

Gee, I wonder why nobody’s opened my message?

Am I writing it in English?

Is my subject line too short?

Too long?

Is it misspelled?

Are my graphics weak?

Ugly?

Too attractive?

Etc., etc., etc.

You will never, ever increase your open rate. What you should be concerned with is… Increasing Your Response Rate!

Here are the main ways to do that:

Make your offer as strong as possible.

Tell a compelling story.

Personalize your pitch.

Be clear and concise.

Use bullet points.

Use call-to-actions (CTAs).

Keep testing.

Measure.

Set goals.

Relax.

Let me explain: Most people get so obsessed with increasing their open rate, they forget about the response rate. I don’t mean this in a derogatory way.

I’m being 100% serious. So many people get so caught up in “cleverness” and tricks, they end up producing emails that are clever…

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What’s the difference between segmentation, targeting and filtering?

Segmentation is just breaking your email list down into different groups based on whatever characteristics you can identify. For example, you might have an email list of all the people who live in Ohio.

Then, you might further segment that list by those who live in Cuyahoga County (where Cleveland is located), Summit County (home to the ski slopes of Lake Tahoe), or wherever else you can find relevant segments. This is called “list segmentation”.

Targeting is a little more precise. Let’s say you’re selling something that is only of interest to people with a certain type of credit card. In that case, you might target all the folks on your list who have a Visa or MasterCard credit card.

You might also target only those who have a Visa or MasterCard and live in a particular county. This is called “custom targeting”. Filtering is even more precise. Say you are selling something that is only of interest to people who have a certain type of credit card and who live in a certain zip code. In that case, you might filter all the folks on your list who have a Visa or MasterCard credit card and who live in the zip code 12345.

This is called “custom filtering”. All three of these techniques are used together all the time.

All three of these words describe the same process… but… they each do it from a different angle. Let’s say you sell real estate and you’ve got an email list of people who bought homes last year.

Maybe you’ve got the name and address of everyone who bought a home in the last six months… or… the last three months… or the last month… or the last day… or the last three days… or the last week… or the last two weeks… or the last month and a half… or whatever.

Now, suppose someone asks you what you offer your best customers. What you say will depend on how you define “best.”

If you mean the ones who have paid the most… or… the ones who have purchased more than any other group… or… the ones who have responded to any of your offers the most… or… the ones who have the highest credit ratings… or… the ones who have the highest incomes… or… the ones who live in the most expensive zip codes… or… the ones who have children… or… the ones who have a particular pet or hobby… or… the ones who read your blog the most… or… the ones who have the highest I.Q.’s… or… the ones who own a home within a certain distance of your office… or… the ones who own a home at all… or… the ones who have the most positive attitude toward your company… etc.

Segmentation is just a fancy word for “grouping.” For example, if you sell real estate, you might group your prospects by geographic area (i.e., zip code).

Or you might group them by the type of home they’re interested in (i.e., detached, semi-detached, townhouse, etc.). Or you might group them by how much they can afford (i.e., low to medium income, medium to high income, etc.). Etc., etc., etc.

Targeting is very similar to segmentation… except… you’re not so much grouping people based on external factors (like geography or income level)… as you are focusing on specific groups of people who share common traits.

For example, if you sell real estate, you might target people who have a high desire for status (i.e., “high-status” people), or people with a low desire for status (i.e., “low-status” people). Or you might target people who are wealthy (or at least claim to be) and willing to spend a lot of money.

Or you might target people who are just plain tired of paying high rents and are looking for an affordable place to live. Etc., etc., etc.

Filtering, on the other hand, is the most overlooked of the three concepts. Simply put, filtering is when you say to your “engine”, “OK, you’ve identified my strongest buyers.

Now, let’s see if we can find more of them. Hmn? Maybe my next strongest group is people who live in or near a city with a population of 100,000 or more.

So the keys to remember are:

Segmentation is the process of dividing your email list into groups (or segments) based on the emails they have already opened.

Targeting is the process of sending a different message to each group.

Filtering is the process of receiving a different message from each group.

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Conclusion

Email is the lowest-cost way to communicate with your customers that doesn’t involve them having a face-to-face conversation with you.

However, you must learn to “farm out” the work involved in creating and sending your sales messages… if you want to take full advantage of this powerful but underutilized communication tool then you need to….

Automate! Automate! Automate!

Do you remember when people used to say you should do “X” to make money? Well, those days are gone.

Today, if you don’t automate your profits, someone else will and then, you won’t make any at all.

It’s as simple as that.

If you aren’t using email automation, your competition (who is almost certainly doing so) will beat you to the punch.

Danny Sculls

Author Danny Sculls

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