Welcome back to part two, where I'm now going to teach you how to run email campaigns so that you can
massively increase your sales.
Now, while creating a campaign itself is not difficult, we'll have a look at that in a minute.
It is super important to understand some basic rules before you even get started.
And the first of those rules is that you absolutely need to understand that your email list is sacred.
These people have signed up because they want to hear what you have to say.
They are your followers.
I know we're only looking at faceless emails, but behind those emails are real people, and if you
just send them a load of rubbish, they're going to unsubscribe very, very quickly.
Which leads into the second rule, which is the type of campaigns that you should be sending and how
often you should be sending them.
So in terms of the types, there are three main types.
The first one is an information campaign.
So in other words, when you've got some important information to share with your subscribers.
So a really good example of that would be when you've written a blog post.
If I were to write the famous blog post about the three ways to care for my dog, my subscribers would
definitely be interested in that.
The second campaign relates to new product announcements, which means that now and again, and I'll
talk about timing in a minute.
But now and again, you'll want to send an email saying, hey everybody, I've got a new, really exciting
product on my site that I think you will find of interest.
And then to the third and final type, which are promotional campaigns, which of course you would use
at any time that you're running a promotion or some kind of sale on your site.
And so what about timings?
How often should we be sending emails?
Well, our objective here is to find a balance.
We don't want to email them every single day because that would be way too much.
Equally, we don't want to be sending only once a month because we don't want them to forget about us.
So for information campaigns, you can certainly send once a week, and you can also send once a week
for new product announcements.
But when it comes to promotions, you want to limit that to a maximum of one per month.
Why?
Because you simply don't want to be running promotions all the time.
Because if you do, it will start to look a little bit desperate.
And that's definitely not the image that you want to portray.
So now that you understand the two main rules of sending emails and the three different campaigns and
the timings that go with them, let's now have a look and see how we can actually create a campaign.
And so of course, the first thing we need to do is to come up here and click on Create a Campaign.
And because it's going to be an email campaign, we will select email.
I'll then need to give it a campaign name.
And I'm going to call it New Product Announcement one.
And I put a one on the end because of course we're going to have many new product announcement campaigns.
And then I'll just go ahead and click on Create Campaign, where we then need to consider a number of
steps the sender, the recipient, the subject and the design.
So let me take you through each of those one by one, starting with the sender and so if I click on
Manage Sender it's here that you're going to see the email address that's going to be used to send your
campaigns.
And as you can see that email address is info at best bargains.com which is absolutely perfect.
And then I want to draw your attention to this little warning sign here.
Because fairly recently things have changed.
If you're going to be emailing either Gmail or Yahoo recipients, which is highly likely.
Now don't worry, because anybody with a Gmail or a Yahoo email is still going to receive your campaign
emails.
It's just that they're going to come from this rather ugly sender address.
Now, to fix that, you can see that there's a link here for new sender requirements.
And when I click on this, it comes up with a list of detailed instructions of what is required.
Now if you're technically minded you can certainly work through these requirements yourself.
But if you're not, simply contact your domain provider the place where you bought your domain.
Raise a support ticket, send them these details and they will do all of this for you for free.
And it shouldn't really take any time at all.
But in my case, I hope you don't mind because of course I am using this account purely for teaching
purposes.
I'm going to leave as is and simply come down here and click on save.
And then we need to choose our recipients.
So for that just come over here and click on Add Recipients and select your email list.
Which of course is going to be my list emails from which I can find in my first folder.
Here it is I select it, come out of here and simply click on save.
So now that the sender and recipients are in place, the next thing we want to choose is the subject
for the email itself.
So clicking on Add Subject and I'm going to give it a subject line of Brilliant Dog backpack.
And I'll put an exclamation mark on the end.
And then in the preview text I'm going to write.
We are so excited to announce the arrival of our new Brilliant Dog backpack.
And then I'm going to spell announce correctly.
Okay, so having done that, you then see on the right hand side a preview of what it's actually going
to look like in their inbox.
And this.
Is once again a good example of where some simple copywriting can make an enormous difference.
Because first of all, we have the attention grabbing subject Brilliant Dog backpack.
And then in the preview text.
And what's important with the preview text is that this is typically the text that they're going to
see even before they've opened the email completely.
And so when they read the text that I've written, it entices them to click on the email and discover
more.
Okay.
So then with that done, let's simply click on save, because now we can actually start designing the
email itself.
So clicking on start designing it then gives you a whole series of templates that you can choose from.
But I'm going to keep it simple in the beginning and just choose the first one.
So I'll click on Use Template and it brings up this absolutely fantastic email design editor that is
all drag and drop.
And once again, you do not need any technical skills.
Now I'm not about to go ahead and design a beautiful email because once you start playing with this,
you're going to see that it is in fact incredibly easy.
But what I would like to do is to give you a few design tips.
So first of all, make sure that you include your logo because emails are once again another fantastic
opportunity to build your brand.
And your logo, of course, is a very important part of that.
Then make sure that your headline is the same as the subject of your email.
And the reason that you want to do that is to maintain continuity.
In other words, when they first see the email and then open it, the message is exactly the same and
therefore reinforces exactly what it's all about.
Now, that message will continue to get reinforced when they click on the button towards the bottom
of the email here, where it says Call to Action and actually go to your site to see the product, because
of course the title for the product is also Brilliant Dog Backpack.
And so I hope you can see how it all links together.
And then finally, on the subject of this button, you can see at the moment it simply says call to
action.
Now of course you'll want to change that.
And typically we would replace it with something like shop Now.
And of course you would link it directly to the product itself.
Okay.
So let's now go ahead and click on Save and Quit up in the top right hand corner here.
Because now we are in fact ready to send out the email itself.
Now of course I'm only doing a demonstration here, but if this was a real email campaign, the first
thing I would do is to come up here and click on the preview and test button.
And that is a really important step, because when I do that, it's going to send a copy of the email
that I've created directly to my inbox, so I can check that everything works before I decide to send
it out to all of my subscribers.
But assuming it all looks great, and therefore I am ready to send it to all my subscribers, I would
then need to come up here to the schedule button.
Now when I click on the schedule button, you can see I have three options send now, schedule for later
and send at best time.
And of these three, the one that we use almost exclusively is schedule for later.
And that's because it allows us to set a date and also a time.
Now of course, you will remember at the beginning of this lecture I was talking about the three different
campaign types and also the timing.
But just to remind you, we had both the information campaign and the new product announcements campaign
that we would typically send once a week, and then we have the promotions campaign that we would send
once a month.
Now, the point here is that these are going out at predetermined times in the future and also at regular
intervals.
And so by using the schedule for later feature, we can say exactly when this campaign is going to be
sent.
And in addition, if we so wished, we could also prepare a whole series of campaigns well in advance.
Okay, so let me come out of here.
And then just for completeness, if I were to click on campaigns, here is the campaign that I just
created.
And of course, if I click into it, I can edit the campaign at any time.
And so there we go.
That concludes these two lectures on how to use the incredibly powerful, low cost traffic technique
that is email marketing, a method that I hope you can now really see can hugely boost your sales for
really very little investment.
But having said that, what sort of sales figures could we really expect?
Well, in the next lecture, what I'd like to do is to give you at least some idea, a guideline of
how your sales could progress if you were to apply all of the techniques that I've taught you so far.