WEBVTT 00:00.050 --> 00:05.720 Welcome back to part two, where I'm now going to teach you how to run email campaigns so that you can 00:05.720 --> 00:07.610 massively increase your sales. 00:07.610 --> 00:12.740 Now, while creating a campaign itself is not difficult, we'll have a look at that in a minute. 00:12.740 --> 00:18.020 It is super important to understand some basic rules before you even get started. 00:18.020 --> 00:24.380 And the first of those rules is that you absolutely need to understand that your email list is sacred. 00:24.380 --> 00:28.550 These people have signed up because they want to hear what you have to say. 00:28.550 --> 00:30.380 They are your followers. 00:30.380 --> 00:35.540 I know we're only looking at faceless emails, but behind those emails are real people, and if you 00:35.540 --> 00:40.220 just send them a load of rubbish, they're going to unsubscribe very, very quickly. 00:40.220 --> 00:45.380 Which leads into the second rule, which is the type of campaigns that you should be sending and how 00:45.380 --> 00:46.910 often you should be sending them. 00:46.910 --> 00:50.660 So in terms of the types, there are three main types. 00:50.660 --> 00:53.540 The first one is an information campaign. 00:53.540 --> 00:57.950 So in other words, when you've got some important information to share with your subscribers. 00:57.950 --> 01:01.820 So a really good example of that would be when you've written a blog post. 01:01.820 --> 01:07.310 If I were to write the famous blog post about the three ways to care for my dog, my subscribers would 01:07.310 --> 01:09.020 definitely be interested in that. 01:09.020 --> 01:14.780 The second campaign relates to new product announcements, which means that now and again, and I'll 01:14.780 --> 01:16.280 talk about timing in a minute. 01:16.280 --> 01:21.830 But now and again, you'll want to send an email saying, hey everybody, I've got a new, really exciting 01:21.830 --> 01:25.100 product on my site that I think you will find of interest. 01:25.100 --> 01:30.710 And then to the third and final type, which are promotional campaigns, which of course you would use 01:30.710 --> 01:34.820 at any time that you're running a promotion or some kind of sale on your site. 01:35.120 --> 01:36.770 And so what about timings? 01:36.770 --> 01:39.620 How often should we be sending emails? 01:39.620 --> 01:42.950 Well, our objective here is to find a balance. 01:42.950 --> 01:47.240 We don't want to email them every single day because that would be way too much. 01:47.240 --> 01:51.950 Equally, we don't want to be sending only once a month because we don't want them to forget about us. 01:51.950 --> 01:57.770 So for information campaigns, you can certainly send once a week, and you can also send once a week 01:57.770 --> 01:59.480 for new product announcements. 01:59.480 --> 02:04.550 But when it comes to promotions, you want to limit that to a maximum of one per month. 02:04.550 --> 02:05.120 Why? 02:05.150 --> 02:08.330 Because you simply don't want to be running promotions all the time. 02:08.330 --> 02:11.570 Because if you do, it will start to look a little bit desperate. 02:11.570 --> 02:14.420 And that's definitely not the image that you want to portray. 02:14.420 --> 02:20.330 So now that you understand the two main rules of sending emails and the three different campaigns and 02:20.330 --> 02:25.520 the timings that go with them, let's now have a look and see how we can actually create a campaign. 02:25.910 --> 02:30.560 And so of course, the first thing we need to do is to come up here and click on Create a Campaign. 02:30.560 --> 02:34.790 And because it's going to be an email campaign, we will select email. 02:34.850 --> 02:37.190 I'll then need to give it a campaign name. 02:37.190 --> 02:40.130 And I'm going to call it New Product Announcement one. 02:40.130 --> 02:44.780 And I put a one on the end because of course we're going to have many new product announcement campaigns. 02:44.780 --> 02:49.820 And then I'll just go ahead and click on Create Campaign, where we then need to consider a number of 02:49.820 --> 02:53.630 steps the sender, the recipient, the subject and the design. 02:53.630 --> 02:59.450 So let me take you through each of those one by one, starting with the sender and so if I click on 02:59.450 --> 03:04.580 Manage Sender it's here that you're going to see the email address that's going to be used to send your 03:04.580 --> 03:05.360 campaigns. 03:05.360 --> 03:11.450 And as you can see that email address is info at best bargains.com which is absolutely perfect. 03:11.450 --> 03:15.170 And then I want to draw your attention to this little warning sign here. 03:15.170 --> 03:17.900 Because fairly recently things have changed. 03:17.900 --> 03:23.630 If you're going to be emailing either Gmail or Yahoo recipients, which is highly likely. 03:23.630 --> 03:29.150 Now don't worry, because anybody with a Gmail or a Yahoo email is still going to receive your campaign 03:29.150 --> 03:29.780 emails. 03:29.780 --> 03:33.440 It's just that they're going to come from this rather ugly sender address. 03:33.440 --> 03:37.700 Now, to fix that, you can see that there's a link here for new sender requirements. 03:37.700 --> 03:42.770 And when I click on this, it comes up with a list of detailed instructions of what is required. 03:42.770 --> 03:47.180 Now if you're technically minded you can certainly work through these requirements yourself. 03:47.180 --> 03:52.430 But if you're not, simply contact your domain provider the place where you bought your domain. 03:52.430 --> 03:57.650 Raise a support ticket, send them these details and they will do all of this for you for free. 03:57.650 --> 04:00.050 And it shouldn't really take any time at all. 04:00.050 --> 04:04.730 But in my case, I hope you don't mind because of course I am using this account purely for teaching 04:04.730 --> 04:05.420 purposes. 04:05.420 --> 04:10.010 I'm going to leave as is and simply come down here and click on save. 04:10.010 --> 04:12.350 And then we need to choose our recipients. 04:12.350 --> 04:17.060 So for that just come over here and click on Add Recipients and select your email list. 04:17.060 --> 04:22.310 Which of course is going to be my list emails from which I can find in my first folder. 04:22.310 --> 04:27.200 Here it is I select it, come out of here and simply click on save. 04:27.200 --> 04:32.270 So now that the sender and recipients are in place, the next thing we want to choose is the subject 04:32.270 --> 04:33.800 for the email itself. 04:33.800 --> 04:40.160 So clicking on Add Subject and I'm going to give it a subject line of Brilliant Dog backpack. 04:40.160 --> 04:42.260 And I'll put an exclamation mark on the end. 04:42.260 --> 04:45.050 And then in the preview text I'm going to write. 04:45.050 --> 04:49.400 We are so excited to announce the arrival of our new Brilliant Dog backpack. 04:49.400 --> 04:52.220 And then I'm going to spell announce correctly. 04:52.220 --> 04:57.410 Okay, so having done that, you then see on the right hand side a preview of what it's actually going 04:57.410 --> 04:59.240 to look like in their inbox. 04:59.240 --> 04:59.810 And this. 04:59.940 --> 05:05.010 Is once again a good example of where some simple copywriting can make an enormous difference. 05:05.010 --> 05:09.990 Because first of all, we have the attention grabbing subject Brilliant Dog backpack. 05:09.990 --> 05:11.880 And then in the preview text. 05:11.880 --> 05:15.750 And what's important with the preview text is that this is typically the text that they're going to 05:15.750 --> 05:18.990 see even before they've opened the email completely. 05:18.990 --> 05:24.240 And so when they read the text that I've written, it entices them to click on the email and discover 05:24.240 --> 05:24.750 more. 05:24.750 --> 05:25.200 Okay. 05:25.200 --> 05:30.240 So then with that done, let's simply click on save, because now we can actually start designing the 05:30.240 --> 05:31.230 email itself. 05:31.230 --> 05:37.530 So clicking on start designing it then gives you a whole series of templates that you can choose from. 05:37.530 --> 05:40.740 But I'm going to keep it simple in the beginning and just choose the first one. 05:40.740 --> 05:47.580 So I'll click on Use Template and it brings up this absolutely fantastic email design editor that is 05:47.580 --> 05:48.600 all drag and drop. 05:48.600 --> 05:51.780 And once again, you do not need any technical skills. 05:51.780 --> 05:56.520 Now I'm not about to go ahead and design a beautiful email because once you start playing with this, 05:56.520 --> 05:59.160 you're going to see that it is in fact incredibly easy. 05:59.160 --> 06:03.330 But what I would like to do is to give you a few design tips. 06:03.330 --> 06:09.720 So first of all, make sure that you include your logo because emails are once again another fantastic 06:09.720 --> 06:12.090 opportunity to build your brand. 06:12.090 --> 06:15.330 And your logo, of course, is a very important part of that. 06:15.630 --> 06:20.490 Then make sure that your headline is the same as the subject of your email. 06:20.490 --> 06:24.150 And the reason that you want to do that is to maintain continuity. 06:24.150 --> 06:29.400 In other words, when they first see the email and then open it, the message is exactly the same and 06:29.400 --> 06:32.430 therefore reinforces exactly what it's all about. 06:32.430 --> 06:37.920 Now, that message will continue to get reinforced when they click on the button towards the bottom 06:37.920 --> 06:42.900 of the email here, where it says Call to Action and actually go to your site to see the product, because 06:42.900 --> 06:46.950 of course the title for the product is also Brilliant Dog Backpack. 06:46.950 --> 06:49.890 And so I hope you can see how it all links together. 06:49.890 --> 06:54.510 And then finally, on the subject of this button, you can see at the moment it simply says call to 06:54.510 --> 06:55.140 action. 06:55.140 --> 06:56.910 Now of course you'll want to change that. 06:56.910 --> 07:00.780 And typically we would replace it with something like shop Now. 07:00.780 --> 07:04.200 And of course you would link it directly to the product itself. 07:04.200 --> 07:04.800 Okay. 07:04.800 --> 07:09.240 So let's now go ahead and click on Save and Quit up in the top right hand corner here. 07:09.360 --> 07:13.410 Because now we are in fact ready to send out the email itself. 07:13.410 --> 07:19.380 Now of course I'm only doing a demonstration here, but if this was a real email campaign, the first 07:19.380 --> 07:23.190 thing I would do is to come up here and click on the preview and test button. 07:23.190 --> 07:28.500 And that is a really important step, because when I do that, it's going to send a copy of the email 07:28.500 --> 07:34.620 that I've created directly to my inbox, so I can check that everything works before I decide to send 07:34.620 --> 07:36.810 it out to all of my subscribers. 07:36.810 --> 07:42.030 But assuming it all looks great, and therefore I am ready to send it to all my subscribers, I would 07:42.030 --> 07:44.460 then need to come up here to the schedule button. 07:44.460 --> 07:50.400 Now when I click on the schedule button, you can see I have three options send now, schedule for later 07:50.400 --> 07:52.020 and send at best time. 07:52.020 --> 07:57.090 And of these three, the one that we use almost exclusively is schedule for later. 07:57.090 --> 08:00.930 And that's because it allows us to set a date and also a time. 08:00.930 --> 08:06.000 Now of course, you will remember at the beginning of this lecture I was talking about the three different 08:06.000 --> 08:08.430 campaign types and also the timing. 08:08.430 --> 08:14.190 But just to remind you, we had both the information campaign and the new product announcements campaign 08:14.190 --> 08:19.170 that we would typically send once a week, and then we have the promotions campaign that we would send 08:19.170 --> 08:20.190 once a month. 08:20.190 --> 08:26.070 Now, the point here is that these are going out at predetermined times in the future and also at regular 08:26.070 --> 08:26.820 intervals. 08:26.820 --> 08:32.400 And so by using the schedule for later feature, we can say exactly when this campaign is going to be 08:32.400 --> 08:33.000 sent. 08:33.000 --> 08:39.300 And in addition, if we so wished, we could also prepare a whole series of campaigns well in advance. 08:39.300 --> 08:41.370 Okay, so let me come out of here. 08:41.370 --> 08:46.680 And then just for completeness, if I were to click on campaigns, here is the campaign that I just 08:46.680 --> 08:47.400 created. 08:47.400 --> 08:51.750 And of course, if I click into it, I can edit the campaign at any time. 08:51.750 --> 08:52.830 And so there we go. 08:52.830 --> 08:59.580 That concludes these two lectures on how to use the incredibly powerful, low cost traffic technique 08:59.580 --> 09:05.970 that is email marketing, a method that I hope you can now really see can hugely boost your sales for 09:05.970 --> 09:07.650 really very little investment. 09:07.650 --> 09:11.280 But having said that, what sort of sales figures could we really expect? 09:11.280 --> 09:17.100 Well, in the next lecture, what I'd like to do is to give you at least some idea, a guideline of 09:17.100 --> 09:22.830 how your sales could progress if you were to apply all of the techniques that I've taught you so far.