8 Tips to Help You Set up a Killer Email Drip Campaign by Jason James #406

Hi, and welcome to the SEO podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebResults. My name is Matt Burcham, your HubSpot hero. Welcome back to another fun-filled edition of our podcast. This is podcast, what is this, number 406. We've actually done 406 podcasts. That's absolutely true. As always, we have a tip from our previous podcast, and that tip is... He's just going to make it up. Dude, epic shit when you do your internet marketing. Subscribe, follow, boom! That's probably going to be our most popular tip ever. I just got to say that. All right, so please remember we are filming live here from Houston, Texas, and Matt and I, we are your results, Rebels! Yeah, I'm going to jump. I wanted to jump into this review right away. This came from Salik Mohamed, and he says, and it is, of course, five stars. This is, hi guys, just wanted to tell you, to take a moment to let you two know that your podcast is simply amazing. Thank you. Love it, and I've learned so much from it about search engine optimization. Thanks, guys. Punch in the face to you both. God bless. Man, punch in the face to you. Salik, it's awesome to get that five-star review. We really appreciate that. Hey, if this is the first time you've listened to the podcast, howdy, welcome to the podcast. You're going to enjoy it. If you've listened before, then you know what? We're not going to skip the way this works. Yeah, we're not going to skip it. I'll get to that. And if you've listened to this podcast before, you probably are interested in the tips that we're giving because you came back for more tips. So why don't you go get our five online marketing mistakes that can tank your business and how to avoid them. All you need to do is go to ewebresults.com slash SEO tip and then give us your email and you will have those five online marketing mistakes and how to avoid them.

I want more. More? I want more. More than five? If you want more than five, I mean, we're going to give eight today. I want more content. We're going to give, I want more content. I want more content. Right? I want more content. I like this. Yeah. Maybe we do the positive versus the negative and we'll split test it. Yep. See what works better. Yep. We've heard that negative works a little better. All right. Hey, great article today. This is by Jason James. He's with just jasonjames.com, obviously his own agency. Eight tips to help you set up a killer email drip campaign. You read the article. What do you think? Yeah. Good stuff? Yeah. You found a comment for everything? Yeah. For almost everything? Yeah. We're going to get to that here in just a second. Hey, if you have some sort of electronic device in your hands or around you, if you could, hey, punch in the face, Manny, for tuning in. If you could, go ahead and tweet now. Include hashtag SEO podcast. That's us. At best SEO podcast. At eWebResults. And include at just jasonjames. That's just jasonjames. Let him know we're listening to his articles and his articles about killer email drip campaigns. We'll get to that here in just a second. We've gone through all this. So, the way it works, we have a contest every week. The contest works very simply. If we get 10 shikos. A share, a like, and a follow. A share, a like, or a follow. This is a group effort. It's a group effort. This is a group effort. All of you all to participate. And if we get those 10 shikos on any one of our platforms, right, not our platforms, but our profiles on different platforms, and we get a review, then we'll actually move this process to the end of the podcast. So, one of the goals for 2018 was to get engagement over 50%. Okay, I like that. We're at about 36% right now. 36% right now. And so, really,

this contest is meaningful. We really want to push that engagement over 50%. We're going to be running some contests. We want to hear what you have to say. We want to get you involved. We're doing a lot of great things this year. Yeah, it's going to be a stellar year for the podcast, for the company, for all sorts of things. So, what we're going to do, and regretfully, we have to do it right now, is tell you how to leave us a review. We got a good review, obviously. Actually, I have another one. We're looking for reviews on Yelp. Yes. It's very easy. Just go to ewebresults.com slash. Yelp. And you'll be able to leave us a review. Oh, oh, oh. I know what it might be. You're going to write something down? Yeah. Okay. It's, this is how it's spelled, everyone. Just in case. Just in case. Right here. Y-E-L-P. Yeah. Written right there on the board. All right. And then the other thing that we need are Shikos. Again, shares, likes, or follows. And you can leave us, Shikos, on these platforms, on our profiles. You can find us, facebook.com slash. E-Web results. YouTube. Nope. Twitter.com slash. E-Web results. Instagram.com slash. E-Web results. LinkedIn.com slash. E-Web. E-Web results. And then, eweb results. YouTube. Dot com slash. YouTube. You got it. You are ahead of me. He's tricky. Yeah. It's tricky. I had to change it up a little bit. He tries to trick me with the... Go ahead. Land on those pages and like us and follow us and Shikos, all that good stuff. If you would like a free, comprehensive website analysis, we have just the thing for you. It's actually a free, comprehensive website analysis. Yeah. Get that or call if you have a pressing online marketing question. I know we talked about that a little bit last year. Gotten a lot of good calls in, being able to answer something quickly for some of our listeners. So, please call in. We can help. Yep. All right. So, I did have

a little bit of news. Oh, while you're finding that news. Actually, only one piece of news. So, I have some news here. I mean, I watched State of the Union. Right, right. Okay. So, not really that political, but guess what? One of my old core buddies. Oh, wow. Yeah. He has a bronze star. You might need to explain core to everyone who's not from Texas. In my past life, I had my head shaved and I was in the military. Okay. I was in an ROTC program at Texas A&M. But Johnny Havens, I was in the core with. Oh, okay. And he's running for Congress now. Haven't really kept up with him. Doesn't know I'm like promoting him. But he's a legit guy. This is the kind of person we want in Congress. Cool. So, I found a flyer on my door. Johnny Hayes. Very cool. He still has your number. No, I was like, I found one on the street, too. One of the dogs. When I was walking the dogs. That's funny. All right. So, the only news I have, actually, was Amazon Echoes will not trigger during the Super Bowl. Remember, there was an issue. Like, they were. The commercial. Yeah. A Burger King commercial was setting it off. And, yeah. So. Or the commercial for it was setting it off, too. Yeah. So, they fixed that. And the theory. They haven't shared how they fixed it. The theory is, is that they've just removed the frequency that we can't hear, but Amazon can. Very interesting. And by Amazon, by the Echoes recognizing that, they ignore it. So, yeah. That's just kind of cool. I thought that was really, like, super geeky cool. And, finally, I have a. You have some Shikos, right? You have some Shikos on that list there, right? I do. Let me read this, Shikos, word for word. Okay. I'd love to see an episode. Episode. Episode about the future of SEO. Several content marketers like Neil Patel. Yeah. Neil Patel is awesome. Yeah. Are writing about how voice

will kill SEO. I call it fake news on that with several examples disapproving this. Your thoughts. Yeah. So, I wrote back to her, actually, and said, well, one, we just had Lauren Baker on the podcast from Search Engine Journal, founder of Search Engine Journal. And we talked about predictions for 2018. So, we really already delivered on an episode about the future. And my thoughts are very similar to hers. Like, two things are important. Or her? I think it's hers. Okay. I don't know. There's no name. Yeah, I didn't give you that piece of information. Oh, okay. I think it was hers. If not, I apologize. So, my comment is very similar to this. She had a further comment after this, which was just talking about, you know, how much search volume is actually on workstations. And then I kind of chimed in and said, more conversions are happening on workstations. And so, you know, how are you going to kill? There's no voice searches on workstations. And her point was, how many conversions have you heard from voice searches? Who? Who? You were talking to her? Yeah. Okay. So, they're in the Twitter handle. Yeah. Okay. So, I don't know the rest of the conversation. I put everything in the podcast together so that you can allow me to talk more. The truth is out now. There's another one. I think I can talk about it, too. So, no, tell us about your conversation. So, it was just really that brief, which was just to say that more conversions are happening on workstations. And if they're happening on workstations, those aren't voice searches. That's not how that's happening. So, I kind of co-sign her. I don't think voice searching is going to make SEO go away. I mean, on mobile, people asking. I mean, I'm starting to see that in PPC. Yeah. You can actually add that. Near me. Yeah. Right? Or Siri or Google. Right, right, right. Yeah. So, people are starting to say that. The actual name. So, all right. And let me

do this review and then we can get to that cycle. I got one more. Oh, okay. Go ahead. No. Go ahead. All right. So, this one is Robin R. She's from Atco New Jersey. And it is five stars. It's a Yelp review. And it actually starts off with five stars. It says, thank you so much for your podcast. I'm a fan. In each episode, I always learn something new that I can apply to my professional SEO work or my personal online presence. Your banter and shtick are always entertaining. I enjoy both the meat and potatoes of the show. Thank you. Thank you. But would love it if you would send out some veggie and tofu once in a while for us vegetarians in the audience. I do too. Thanks again. Oh, and your theme song rocks. I will let my friend Joe Trevino know that there's another person who loves that song. I love that song too. Do you even know it? Have you probably heard it once on a blue moon when you go back? So, yeah. Punch in the face to you, Robin. And so, the potatoes are the veggie part. I think we need a little bit of tofu. Is that the news? It'll be the veggies are the news. Oh, we can split that up. Oh, no, veggies are the news. That's good. We'll put potatoes in there. So, what's tofu? Tofu is for the meat. So, today we'll dedicate this to tofu. Okay. It'll be the tofu. I like it. Um, you got another petiff, right? This is from Jeff at the Gekker. Yeah. The G-O-K-E-R. G-O-K-E-R. It looks like Geico, but K-E-R. All right. All right. Did our computer just die? Are we still live? We are still live. Yeah, we're live. Look. At the best SEO podcast. Hey, start to listen to your podcast, trying to learn some basics. You know which episode to start off with. When I'm starting from scratch, I know nothing. No, it died. No, it didn't die. Yeah, we're dead. Are we dead

out there? And then the computer is, like... Did the computer shut off? Yeah, it's dead. Because it's dead there, too. Oh, look. It's back. Huh? Broadcast paused. It's not paused. It's... Oh, that came back on. I think we had a power surge. Maybe. Probably Microsoft just rebooted. Let's blame Microsoft. So we're going to have to stitch together those two videos. No, I just... Yeah, I just think... We're back! Yeah. No, no. Yeah, we just keep going. No, it's dead. Oh, it's... It's shut up. We're... It rebooted. Microsoft. Load current presentation. I'm going to assume that that's a good thing to do. Oh, that's cool. We're back! All right. We are back live. We had a... The computer rebooted. The only thing I can think to do is to blame Microsoft. I just don't know what else to do. So we rebooted. We're back. And... Well, we had a question. Yeah, you had... Did you have a question? So basically, someone's looking to learn the basics, where to start. Okay. Which podcast to listen to? Which we're very organized about that. Yeah. Start with one. Yeah. No. Yeah. Start back. We have a couple that are labeled 101. I think you'll probably get a really good swath of what we're looking for if you really go back three months and then get caught up. I'll be honest. We don't have one particular one. We are constantly going back and talking about fundamentals and getting the fundamentals in there. So we're not going to have a particular one. Yeah. Just look at the kind of topics based on the titles and hopefully you're going to piece it together. Right. We really are planning on doing a course. Okay. That is coming. That is on the docket for this year. So just stay tuned. But yeah, right now it's a little all over the place. Yep. Yep. So. Cool. All right. And that is the veggies of the podcast. Time to get into the tofu. All right. Tofu. Where's my article? Where is their article? My article is

way over there. All right. Again, here we are talking at just Jason James. Eight tips to help you set up a killer email drip campaign. By the way, we do do killer email drip campaigns. And we can talk a little bit about maybe we can talk. Let's talk at the end about where we think drip campaigns really apply. Okay. When and where we should have them. So he says things have changed a bit. Right. Everyone was talking about getting value out of your email. Things have changed a bit. Maybe a lot. But email still remains a very good marketing strategy that your business can't overlook. I can't stress that enough. Well, if you really look at the data and everybody's social, social, social. And you probably heard this if you're in the internet marketing space. Email is still a solid foundation. People keep their email inbox for an average of eight years based on the last data that I read. Yeah. And so it's like having someone's address. You know you can find them there if they're still using that email address. And so it shouldn't be overlooked. It really is the backbone of a lot of internet marketing out there. And what we say, and this is true, the most visited place on the internet is still your email inbox or everybody's email inbox. All right. So let's get started on building a killer email drip campaign. One of the major objectives with email marketing is to turn ice cold leads into hot prospects. Really customers is what you want even more than prospects. So let's break this down out of eight. Number one is identify your goals. There couldn't be a better starting point. Well, so I'm just going to say based on this article, it's, it's, it's pretty much based on like warm. Right. Right. So cold's a whole different strategy. Yeah, yeah, that's true. That's true. Like if you just got some random list, a whole different strategy, as you read through the details of this, this is going to be

talking about people who have already engaged with you on some level. Email, just like any other marketing strategy, should be used to improve your business objectives. Some examples that you might want is increased brand awareness. I don't know. Sales. Well, that's the second one. Yeah. Customer. Engagement. Engagement. Customer retention. Engagement. Right. Why should you have goals? Right. Why should you have goals before you build out this drip campaign? I don't know. I don't know. You got nothing. You got nothing. We didn't do our vision statements. We haven't done our vision statements on this article. We've never done vision statements. I have no goals, people. So one thing that's true about not having goals is if you don't have a goal and you may already be where you're trying to go. Right. Customer acquisition costs. Lifetime value of customer. Start there. Yeah. Right. Also, social, one-tenth engagement. Email open rate, 20%, 30%. Like, have something as a benchmark of where you're at, also where you want to go. You have to measure everything. We were going to be called the test and measure gurus at one point. Right. We thought about that. I think I even brought that in somewhere else. I did. All right. So I'm just going to make sure. So yeah, step one, have goals. It really goes back to one of our kind of mantras, if you will. So don't throw money against the wall and see if it sticks. Actually, have a plan. Number two, frequency. You want to decide how frequently you want to send an email. I always think it's great to email every hour. How about you? Is that a... Well, so it depends on the sequence. Right. And it depends who's buying it and what the cadence is. Right. So sometimes if you're trying to close a sale, maybe you are emailing every couple hours or maybe in the first seven days. Right. And then switch to a longer... We'll talk about that later. Right. We'll talk about sequencing later or something. Different cycle. Right. People buy

from those that they know, like, and trust. Right. So this is one of the... Authority steps. Yeah. This is one of the things that you're trying to set up. You know, one of the objectives. And it can be based on the frequency. Right. So if you almost never... Like our podcast, week after week after week, you're hearing us talk at an expert level about different aspects of internet marketing. Delivering value. That frequency and that value that we're delivering help build that relationship with the audience. And so those of you who are in the market for internet marketing can come to us and understand that we're going to deliver. Right. Because we're experts and you understand our personality. That's just what we do. We deliver. However, he suggests, like, sending messages hours apart is sure to hurt your retention. So obviously, just kidding there. Set up your campaign. This is his suggestion. Actually, he gets in one very specific sequence we'll touch on. In this particular campaign, the first seven emails of your campaign are sent out on a daily basis. That was his example. Well, you know, testing daily, weekly, monthly. Yeah. The more frequency, the more contact with your audience, the more engagement you have, the closer they're connected. Right. Okay, so if you're like, oh, I don't want to bother. I'm going to send it every six months, you'll get hit on the spam list all the time. Yeah. So it depends on the situation. Yep, absolutely. Daily emails are super effective for membership site drip campaigns. If your goal is to convert your opted-in user, then daily emails with specific CTAs, calls to action, will convert the best. And that's from his experience. Number three, get your sequence right. Now, when I first read this, I was like, I don't even know what you're saying. But he's saying, don't send day three's email on day one or day one's email, you know, day four before you send anything. And his point is, you know, with all of the spammers and scammers or

whatever on the internet, if that happens, they're like, hopefully you read my last email. And they're like, wait, let me do a search. You didn't send me a last email. This is just junk. Let me delete it. I didn't use to work. Yeah. It's confusing. It's unprofessional. It can portray you, like I said, as a scammer. He's got a particular sequence that he mentions. Email one. Make sure it's, and we'll just touch a little bit of this. Make sure is a welcome email. One thing he says is make sure in that welcome email that you introduce yourself. Email two. How are things going? This is, in this case, he had created one for a SaaS software as a service. So somebody had signed up for a free trial. Hey, welcome. Hopefully you're going to enjoy it. Day two. How are things going? Highlight one of the features. Day three. Hopefully things are going well. Highlight another feature. And then by day four, you want to be identifying, in this particular case, are they using the software or not? Have they logged in or not? So that you can send them down the path of, hey, well, here's another feature if they haven't logged in. Or, hey, why haven't you logged in? You're wasting your time and your money, et cetera. Why are you doing it with somebody else? It gets confusing, right? Yeah, you've got to have a start. I like your chart there. That's good. So it can get pretty complex. It's a good decision tree. Yeah. And this is where the emails go. And if they do, yes. Are they active on the software? Yes. No. And you send them different emails. Yeah. And maybe they logged in on day two and then they haven't logged in for five days and you still have an opportunity to recoup that customer, again, in that SaaS model. So the one thing I can say about sequencing is some of the questions I got is, okay, like maybe a seven-day cycle. Same thing goes for remarketing,

okay? You've got to have a sequence or a 30-day or six months or whatever. What about 18 months? What do you do, okay? So Russell Brunson, sorry, Russell Brunson, the QuickFunnels guy, really has two great books out there worth the read for sure. Basically, he talks about the Seinfeld model. So the Seinfeld model is you're just kind of telling a story or you're just kind of sharing something and then you tie it back to what you're offering. Right. And so, you know, what's Seinfeld about? It's a show about nothing. Right. And so, really, when you get to those longer-term email marketing campaigns, that's kind of what you're doing is just checking in with them, reminding them something relevant, bringing it back to, yeah, exactly. And then tie it all back around. Yeah. Excellent. All right. So number four is don't, and we mentioned this already, but don't forget to introduce yourself on the first email. How many times have you got an email, hey, it was great, you know, glad that you've signed up on our list. And you're like, who are you? Like, I want to know who you are. Are you the owner? Are you in charge of operations? Are you in charge of customer service? What's your name? Maybe a photo. That would be good. And you also, it says you want to address people by their first name. I think he could have actually had that as one of the line items instead of just thrown in here, call people by their first name. Increases open rates. Yep. So number five is avoid spammy titles. It's scary that we even have to mention this, but, you know, let's see, you want to make sure that it doesn't end up in the trash can. You want to make sure people, you want to make sure that they read it. And also include a call to action that compels your reader to take some sort of action each time. But no spammy titles. Remember this, and we've said this in previous podcasts, that

you want to spend a whole lot of time, right? So probably 50% of your time composing the email and 50% of the time identifying, potentially testing, and measuring the title, the subject, right? Yeah, the subject one. Because most people will see the subject, depending on what the subject says, will determine how many people see the email, right? How many click through and open the email. So Rob Newman owned a big email marketing company, sold for tons of money. Right. A software company, too, right? Well, it was a SaaS company, an email marketing company like Hotspot back in 2005. You know, one of the things that he shared with me that I thought was extremely valuable is break apart your subject lines into quirky. Quirky, okay, fact, and then tease. Quirky, fat tease. And so see what kind of person will open. You can send the same email three different times, right, to see what they open. Ah, yeah, yeah, yeah. Because most of them haven't opened the first one anyway, like if statistics are traditional statistics apply. So send it again with a different title. I mean, we can get into some pretty advanced stuff. I mean, we could do a webinar or something on specifically this. But there's a lot of things to look at when you get into email marketing. It's very cool. Number six, hire a copywriter. This is highly recommended. We have toyed with using outsourced copywriters from time to time. Dan Kennedy. And we brought them in-house because we need to bring them in-house. Dan Kennedy's $2,200 an hour. We did not bring him in-house, yeah. No, he tried to push that through the budget. I was like, I don't know. This is $2,200 an hour. It's an asset, Chris. It's an asset. He does give you, so if you go ahead and look up Just Jason James, he gives you some really good, if you don't have the money to hire a copywriter, here's some tips, and here's some of the articles. Nine must-have components of compelling email copy,

a copy blogger's guide to effective email marketing, and how to build my first business through email marketing. He made the recommendation of those articles, so go ahead and check those out. Number seven on our Hot Tofu list of eight tips to keep you set up. Did I say seven? To keep you set up, to help you set up a killer email drip campaign. Have a good service provider. And he's not talking like Comcast. He's not talking about U-verse or any other internet service provider. He's talking about your email service provider. He mentions AWeber and GitResponse. I hadn't actually heard of GitResponse. I don't know if you've heard of him. I've heard of GitResponse. We've used MailChimp, Constant Contact. Actually, I have used AWeber before. We're using ActiveCampaign right now. ActiveCampaign is another one. And so what's more important is that you do the research and find out the exact features you need. Right? So this chart Matt drove behind us is not available in MailChimp. It is available in ActiveCampaign. So, yep. It depends where your tiers are. So a lot of clients are like, because HubSpot does such a good job marketing. Yeah. I mean, they really, really do. Great platform. Great software. If you don't need a Ferrari and you don't need a Honda, like you don't need to pay the cost for the Ferrari. And FusionSoft, same way. Yeah. Dan Kennedy helped develop that. I mean, really great stuff, but you don't need to be paying 300 bucks a month or more for email marketing software, depending on the complexity of what you're trying to achieve. Yep. So. Very true. And all right. Number eight, close the loop. And here's where I wrote test and measure. But let's do this. Finally, test your campaign to see how effective they are. Tweak where they're necessary. Right? So we already talked about kind of tweaking subjects and potentially re-emailing the same email, but with a different subject. Once you have a huge list, you can start testing different aspects. You know, we all heard

the phrase test and measure. And kind of recently, I've heard that put in reverse. So measure and test. So before you even go down any particular marketing path, measure, know how you're going to measure it, and then start doing it. And then so you're measuring and testing and measuring and testing. Track everything. Yep. Even when you're building campaigns, in that words, I know we're not talking about that, but I like to pause the campaigns. Yeah. Duplicate them. Yeah. And then so I can save that data. So you can really compare and contrast. I'm in on everything, on the ads. Like you really just don't want to delete anything. Yep. So use that data. Finally, he kind of rattles off the benefits of email marketing, customer loyalty, customer retention, increased sales, and engagement. In essence, he says people should look forward to your emails to point that they actually contact you when they fail to get your emails. He says, in theory, of course, but I've read articles where people said, look, my content's so good that people, you know, have, they haven't been, it hasn't been getting delivered for whatever reason. And they've reached out to me and said, what happened to my emails, right? Wow. It happened. Well, the number one reason for me of email marketing is the power of automation. Yeah. Okay, like the power of automation creates leverage in your business and what you're trying to do. You know, you want to wish somebody a happy birthday. You know, you want to send somebody an email. There's all kinds of things we want to do every day. And you can build scripts to help you do that. And email automation is one of the best things out there to create the follow-up, the customer feedback. You can even tie in text messages. We haven't done it, but we're doing it right as we speak. You can tie in print mail, mail pieces, mail pieces to it, you know, through a Zapier or something like that. But really think about the power

of something you want to do, building a process, and then just it happens every time. Yeah. It's a beautiful thing. Repeat. Lather, rinse, repeat. Insert, prospect, repeat. So that is the tofu of our podcast. All right. All right. So if you like this podcast, I'm feeling lighter. Please tell three people about it if you like this podcast. If you're interested in growing your business with the largest, simplest marketing tool on the planet. Us. Us. The us. The internet. Internet. Call 713-592-6724 for increased revenue and profits in your business. If you have a referral, somebody who's interested in any aspect of internet marketing, you send them to us. They pay their bill. We pay you. It kind of works pretty neat. Please remember we're filmed here at 5999 West 34th Street, Suite 106, Houston, Texas, 77092. If you would like a transcript, audio, or video of this podcast, you can get it at eWebResults.com. We are the most popular internet marketing podcast on iTunes. That is because of all of you all. Thank you so much. Punch in the face to Mark and Marcus and Manny. Everybody that jumped back on. Yeah. Thank you. The computer crashed. Until the next podcast, my name is Chris Burrus. My name is Matt Bertram. Bye-bye for now. Set me free.