Video Transcript: Email Marketing - Part 1

So welcome back to the next series of modules in the marketing course here at  Christian Leadership Institute. And this is kind of an exciting shift, because this  is going this email marketing, in a nutshell, represents a distinct shift away from  the fundamental knowledge stuff to where we start talking about specific things  that help you operate your nonprofit agency or your ministry, or perhaps a small  

business, kind of almost from a street level perspective, this isn't theoretical  knowledge as much as we're going to be talking to you about things you need to know to be successful at doing email marketing or search marketing, or any of  the other topics that we got coming up here before we get to the end of our  course. So in this particular one, we're going to be talking about email  marketing. In a nutshell, what to expect from this presentation. The big thing  that's important here is, if you're in a nonprofit agency or a ministry or a church  or a small business or a medium sized businesses, understanding the role that  email marketing plays in the overall growth of your organization. There's five  phases of email marketing. And one of our objectives here is to help you  understand what the goal and the sequence is for each of those five phases.  Who is it on your team that owns the email marketing role? There's different  people in your organization, everybody from the CEO or the Managing Director,  on down to the marketing guy that's typing the email into the email product,  that's the email program that's going to be sending out these emails. Who owns  that email marketing role, and what sort of decisions are they going to make?  And then we're going to the slide here actually did include some information  about training and certification, but that is kind of extra to what we're doing here, so we're going to be ignoring that last item there about learning how to use the  training and certification. So what's the role of email marketing in any  organization, whether it's a nonprofit or for profit business. Get my clicker to  work here. Email marketing is used for, actually, quite a wide range of activities  nowadays, in in the digital age, I guess I was just now kind of thinking back  about 10 years ago to like, 2006 2007 maybe you remember, maybe you don't,  but the US Post Office very nearly went bankrupt. And if you think about what  happened during that time, they made a shift away from mailing out their bills  every month, or we should say these utilities, like the gas company, the electric  company or whatever, moved away from mailing out a monthly bill along with  the envelope that you put a check in and you mail it back to sending you the bill  via email. And the volume of mail, first class mail that the post office was  delivering dropped by nearly 40% within a one year span, and that kind of a  precipitous drop is going to have a major impact, no matter what kind of  business you're in, whether it's delivering mail or delivering beverages or  groceries or whatever. If you have a 40% drop, you're going to notice so email  marketing is actually quite comprehensive retention of customers. You're  sending them new offers to come back into keep their actually continue sending  you their business. You can use email to reactivate customers that you maybe 

haven't heard of heard from in a while, generating referrals direct sales by  sending them an offer. In the email, it says, if you send me $5 I'll send you this  engagements where you start sending a lot of content out regarding a topic that  is of mutual interest, generating traffic to a website, like an e commerce website, or to a website for your particular organization. Branding. That's topic that's near and dear to many marketing people, of getting a name out there and building  awareness of, oh, yeah, I've heard of them. Customer Acquisition, that's where  you might be actually doing things in a situation where you're trying to get  people to place their orders with you instead of with your competitor. So there's  a whole variety of email marketing activities that fall under the whole paradigm  of email marketing. Hopefully, that made sense. I don't know. So anyway, the  goal of email is to assist and expedite in moving a customer from one stage of  the value journey to the next. And you'll see on this particular slide that, and it  doesn't come through really well well, but you can see that from a time a  customer or a prospect becomes aware of you, of your nonprofit, of your  business, or whatever, there are different stages on that journey where they  become aware of you, where they start spending some time checking you out,  where they start getting enthusiastic about you, about your product, about your  service, about whatever it is you're doing, to the time where they start spent  sending you their time, their money, their resources, up until you get to the upper right hand corner where they start becoming your best ambassador, your best  advocate. And email marketing is designed to reach simultaneously, reach,  maybe via separate messages, but to reach people at each stage on this value  journey pathway that we've got diagrammed out here so email marketing can  play a very critical role for you in whatever it is you're trying to achieve  whichever one of those email marketing strategies that you were implementing,  to anyone targeting Any one of these steps, email marketing has pinpoint  accuracy. So here's a quick question for you, what types of emails are needed to move a customer through each one of those stages of that value journey that  you just saw there? So three types of, three types of emails that you might want  to be aware of, transactional emails, relational emails and promotional emails.  So these are going to be the three types of emails that you're going to be  working with that answer this particular question, what kind of emails are  needed to move a customer through each stage of the value journey? And  here's your answer, there's three types, there's transactional, there's relational,  and there's promotional. And we're going to take a minute to talk about all three  of these, because they are actually very important email marketing. Fact,  obviously spelled marketing wrong. Anyway, the average revenue per  transactional email is two to five times higher than standard bulk email, and  think about the key word in this sentence is transactional. In the in the whole  context here is your you have a specific reason for sending an email to this  individual, other than spamming them or sending out a lot of advertising, you're 

sending out a transactional email that might be in reference to an order. It might  be in reference to a question that they've asked you. So this is what  transactional emails are. All about types of transactional emails. You get order  confirmations. You get purchase receipts, shipping notices, account creation  confirmations, return confirmations, support tickets, password reminders, or  even confirmation of a non subscription to your email list. So those are some  examples of transactional emails. And the reason that the revenue is so much  higher for these types of emails is because there's already been some sort of an established relationship that's existed here email marketing. Fact, companies  that use email to nurture leads nurture sales leads will generate 50% more sales ready leads at 33% lower cost. And here's why types of relational emails, when  you have a sales lead comes in, it means that someone has raised their hand,  said, You know what? I'm interested. I'm kind of aware of you guys. I want to go  to that next step on the value journey path and check you out. I want to get  some content from you. I want to do a little research. I want to get to know you a little better. I want to find out what this product or the service is all about. And  you instantly, instantly get tapped into the relational emails that you send out,  and some examples of that. Might be a new subscriber. Welcome when they  sign up online, they give you their email address, and you respond back with a  welcome email and you say, Hey, welcome to the family. Here's what we're all  about. We got a lot of content we'll be sending. In the near future, etc. Gated  content delivery. This is stuff that might exist on a membership only website,  newsletter, blog articles, webinar confirmation, social updates, some stuff that  you've published on Facebook or Instagram or Twitter or wherever.  Sweepstakes and contest announcements and referral requests, survey  reviews, so on. So those are types of relational emails, and this is a kind of a an  important step in the whole scheme of sending out emails. They're not just  spamming stuff to a list of unknown people. These are people who have  contacted you and you're responding back, and you're delivering valid content  here, and that's important, you're developing that working relationship with them. Email Marketing facts, 66% of consumers have made a purchase online as a  direct result of an email marketing message and types of promotional emails  that you send out, promotional content, like coupons, gated content, Again, sale  announcements, new product releases, and product introductions, webinar  announcements, video conferences that you might be scheduling. Event  announcements, trial offers, upgrade offers, upsells, that type of thing. And this  is probably an area that most people are very this type of email is where most  people are very familiar with as far as constantly being bombarded in your spam folder with people selling this, that or the next thing, those are all promotional  emails. But the if you deliver these promotional emails at the wrong point in the  relationship and the wrong point on that value pathway that we showed you a  few moments ago, people will react to this with very negatively. It's only after you

establish that relationship with them and you've started delivering some good  content that you will want to kind of take them to that next level of delivering  promotional stuff. Well, if you like this, then, you know, here's a product that you  might want to try. So another question, When should you send each type of an  email and who should you send them to? So it's perfect segue from what I was  just talking about. And there's only really two types of emails that should be  broadcast to your entire mailing list, email list, or your entire database,  promotions and content everything else, I actually should back up promotional  type emails and relational content type of emails, everything else is triggered by  a specific Action that they've taken or you've taken, or behavior. And one of the  beauties of existing in a digital world is it's real easy to segment people online  based on buttons that they click, pages that they visit, requests that they make  and so forth. So just because you can trigger a message doesn't mean that you  should some examples of triggered emails. And triggered emails are the types of emails that on that value journey worksheet that we were talking about that I  showed you a while back a few minutes ago. Triggered emails would be emails  that are sent because they click on a button. Send me more information, send  me a sign me up to create an account, or, you know, send me more you know,  whatever. It's a result of a distinct action that the customer or the target market  person has taken. And so you're going to be dealing with things like subscriber  welcomes lead magnet delivery. There's kind of a new term there for you, but  maybe I think we get into that a little bit later. Lead Magnet is kind of like bait. If  you can think of a fishing analogy, lead magnet is, well, here's a really cool  report. I'll send it to you for free or for a very low price. If you want to exchange  your email address, I'll send it to you. That's an example of a lead magnet.  Registration confirmations, purchase receipts, shipping receipts, segmented,  promos, referral requests, card, abandonment, re engagement, all that stuff is  examples of triggered emails that will move people from one point on that value  journey to the next point on that value journey.