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from day one.
Email is the bedrock of my business today. It’s by far my #1 source of
revenue. It’s how I communicate with my community, launch new services,
and reach my customers. Email is the engine that’s generated millions of
dollars for my business — more than every other channel we’ve used
combined. And it’s not just our business that depends on email.
It turns out that having an email list has a forty-fold impact on your bottom
line. Yes, you read that right. According to a 2014 study by McKinsey and
Company, for every dollar you put into email marketing you get back forty
dollars more than you would through Facebook, Instagram, and almost
every other marketing channel. Forty times more revenue!
And according to the Direct Marketing Association (DMA), for every $1
marketers spend on email, the average ROI is $44.
Don’t make the mistake of not building this incredible asset for your own
business. Email delivers more leads than any other marketing channel, and
42% of businesses have listed email marketing as the top digital marketing
channel for lead generation. So if you’re serious about business growth, an
email list is critical.
I get asked all the time about why am I so bullish on email? Aside from the
obvious case as seen in the statistics above, my reason is simple: it’s a huge
risk to build a business on a platform owned by somebody else.
While everyone’s freaking out about Facebook messenger bots and
screaming from the rooftops, ‘email is dead’, Facebook can change its
policies overnight – which they do all the time.
Google can penalise your site and flatline your traffic.
But you own your email list. Nobody can take it away. The moral of the
story is this: don’t leave the fate of your business in somebody else’s hands.
If you build your audience on some external platform, you’re at their mercy.
And you’re not in control.
In addition to this, email is incredibly efficient… It can sell to 10 people as
easily as it can to 100,000 people. In other words… it scales! You can write
just one great email message and profit from it again and again.
Just like this one email I wrote in 30 minutes that has already made me
$467,163:
I wrote this great email once, and thanks to the power of email marketing
and automation, it’s been a workhorse that keeps working, grinding it out
and bringing in money – without me having to exert any further effort.
When I look at sales and marketing, I look to create automatic and robotic-
like selling systems where you can write an email, shoot a video, write a
sales page, or record a webinar, and then profit from it again and again on
autopilot.
Over 117,391 people have read that email in the last two years. All
automatically, robotically. I didn’t lift a finger.
Email is really one of the biggest levers in your business, and hopefully by
now you see why it’s so important.
So if it’s that important, what do you think you should spend time getting
good at? Yes! Email.
Now I’m going to pull back the curtain and show you exactly how to write
throat-grabbing emails that get people to buy.
The Battle For Attention In The
Inbox
In Phase 2, we covered how to use High Value Content Offers to get anyone
to give you their email address. Now I’m going to walk you through how to
use email to form a friend-like bond with your list, channel influence, and
create an avalanche of sales for your business.
We’re going to talk about what you do once you’ve got a list of prospects.
When it comes to email, there really are only three things that matter:
Get it delivered
Get it opened
Get it clicked
And we’re going to cover everything in this chapter.
Step 1: Get It Delivered
When most people think about email marketing, they think, ‘All I have to
do is get an email service provider, upload my list to a piece of email
marketing software, click the send button, and they’ll handle the rest.’
It really doesn’t work that way. You have to really work to ensure your
emails get delivered. Considering the smart filtering systems of today’s
mailboxes and email providers, achieving a high inbox deliverability rate is
not easy.
In today’s day and age, email deliverability is determined by three things:
Sender reputation.
Bounce and complaint rates.
Recipient engagement.
For businesses that are serious about growth, email deliverability is
arguably one of the most important metrics. However, you won’t find any
marketers talking about it. Why not? Because it’s not sexy. But let’s face it,
if email is the biggest driver of revenue, and if you’re not optimising and
testing your deliverability, you could be leaving hundreds of thousands, if
not millions, of dollars on the table.
Because if your emails aren’t being delivered, then they aren’t being seen,
read, or clicked. And if you can increase your email deliverability by even
just two or three per cent, it can significantly increase your revenue.
So, while this is going to get a little technical, stay with me because I
promise it will be worth it.
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