The Most Powerful Marketing Tool?

Don’t get too excited about this one…

It’s not a new, fancy app.

It’s not posting more on Instagram.

It’s actually been used every single day since before I was born (1991)…

The most powerful marketing tool, IMO?

E-mail ✉

Many will argue this one, and there are many very good arguments to be made:

Text messaging open rates are much higher than e-mail…

Phone/Skype/FaceTime calls can be more influential when closing high-ticket items.

Social media allows you the opportunity to be seen by more people than are on your e-mail list.

The list goes on…

Bottom line is: e-mail isn’t going anywhere.

Business owners and decision makers use it (almost) every day!

As a business owner or online marketer, your e-mail list is one of the only assets you have… and if you do it right, it’s like a license to print money! 💵

You don’t own your Twitter followers or Facebook Page Likes. You do own your e-mail list.

If you want:

  • more traffic to your website 💻
  • more people to read your blogs 📝
  • more people to watch your videos 🎥
  • more people to listen to your podcast 🎙
  • more product sales 📚
  • more 1-on-1 coaching clients 🤝
  • more speaking engagements 🎤
  • more impact 💥
  • more legacy 🏆
  • to help more people 👍
  • to have more fun 😎

…then you need to be building your e-mail list!

Ok, you get the point…

So, how do you create and build your e-mail list?

There are many online software options available now that make this very simple for you. If you’re just getting started, MailChimp is a great option (and is free up to 2k subscribers).

Within each of these is typically a few different main tools to use:

Lists are the subscribers that can be segmented into groups so that you can mail them accordingly. (You should have separate lists of prospects and customers, so that you know who has bought something from you and who hasn’t.)

Campaigns are the automated e-mail sequences that you can setup for subscribers to go through.

Broadcasts give you the ability to create a single e-mail and send it to your list.

(There is a lot more that goes into this that I cover in the Entrepreneur Lab and Build-A-Brand Workshops.)

Once you have your e-mail software setup, it is time to start building your list…

Again, many ways to do this… but for starters, you can create an ethical bribe (i.e. a Lead Magnet).

You’ve seen these everywhere on the web… Why? Because they work.

In essence, you need to think about:

  • What type of people are you trying to attract?
  • What do you have that they want?
  • What problem can you help them solve?

Now, what type of ‘lead magnet’ can you put together and deliver electronically to them instantly after they opt-in?

These could include:

  •  PDFs 📋 (eBook, one-page report, charts)
  • Audios/Videos 🎧 (maybe an excerpt from a product you’ve created)
  • Checklists ✔ (people love checklists!)
  • Templates 📊 (these convert really well)

Once you’ve got your e-mail software setup and your lead magnet on your website, you can explore a variety of ways to drive traffic…

(TIP: Start with organic social media to get some traffic and test the conversion rate before you invest in paid traffic or explore affiliate opportunities.)

I often get this question: How often should I be working on growing my e-mail list?

The answer: As much as you want to help people and grow your business.

Make sure you are consciously making an effort to move your social media ‘followers’ to your e-mail list. (In my experience, e-mail subscribers are worth 13-15x a social media follower.😲)

Once you have a list, here are 5 practical applications for you to use e-mail for:

1) Give Value and Teach

The most effective way I’ve seen to build a relationship with your tribe is to give them real value consistently over time that helps them solve problems, improve their life/business, and generate some quick wins. A value-first content strategy is arguably the fastest way to build your e-mail list.

2) Notifying of a New Blog Post, Podcast, or Video on your Website

This goes with the value-first content strategy… If you create a new blog post or record a new podcast, you can’t assume all of your people will find it on your site. It is your responsibility (if you believe in your work) to let them know. E-mail is the most reliable, direct form of communication to do this. (I highly recommend you also post on social media, and repurpose some of your best content there also, but don’t forget to e-mail!)

3) Amplify a Social Media Post

When you hit it big on social with a popular post, why not pour ⛽ on the 🔥 by e-mailing your list with a link to the post? (I’d recommend adding some additional context to the e-mail so your subscribers receive additional value… a common theme that you should be following!)

4) Sell Your Product/Service

If you have a product that can improve someone’s life, you owe it to them to do everything possible to tell them about it. E-mail allows you to tell a story around the product/service and then provide a CTA linking them to your website if they want to learn more. (TIP: Don’t try to sell them on every product and service you offer at once. Maintain a singular focus and call-to-action!)

5) Build Your Relationship

Very much like when you meet someone in person, they don’t necessarily want to hear your life story immediately. When someone opts in to your e-mail list, make it your mission to give them value and help create a meaningful win ASAP. This can be done with autoresponder sequences that are triggered immediately when they opt-in, 1 day after, 3 days after, etc…

That first e-mail that is sent can include a quick welcome as well as a link to download whatever it is that they opted in for. The follow-up e-mails can include additional information, FAQs, and eventually lead them (if you’ve built up enough reciprocity) to pursue working with you, buy your product, ask to schedule a strategy session, join your membership, etc…

“I want my readers to feel like they have a personal connection with me. That connection is what gets them to open my e-mails, read them, and ultimately click on the links in those e-mails.” -Jeff Walker

☝ more thing:

Before writing/sending, ask yourself what the desired outcome of the e-mail is…

Don’t forget to provide the desired CTA (call-to-action) within the e-mail for the reader to take the next step.

The CTA can range from clicking the link to read the rest of your blog post, to clicking through to watch your most recent Facebook Live broadcast that has stacked up some serious social love, to enrolling in your new course or getting a ticket to your next event…

Once you start mailing your list, you can track a number of analytics of each broadcast/campaign… Most important of those are the Open Rate (largely dictated by your existing relationship and subject line), and the Click Through Rate (how many readers clicked a link in your e-mail).

To quickly recap:

Always be building your e-mail list.

Create an ethical bribe for people to join.

Track your conversion rates and find what is most effective for you.

Move social media followers to your e-mail list.

Give value.

Make it about them.

Be real.

Maintain great tempo.

If you have a product/service that can improve their life, tell them about it!

If you want to learn more about the tactical side of e-mail marketing, have questions about copywriting, frequency you should be sending, lead magnets to give your people, or are ready to start using e-mail to grow your business, meet me in the Lab.