Start & Grow A Six-Figure Online Lifestyle Business.

You wouldn’t believe how many business owners I’ve coached who:

  1. Don’t have an email list.
  2. Have an email list, but don’t use it consistently.
  3. Use it consistently, but are doing it all wrong.

#1 and #2 are a mystery to me when you consider how powerful email marketing is for accelerating people through the “know, like, and trust” process and for creating a predictable, steady flow of sales.

Having an email list that you use consistently, and use the right way, is basically like owning a printing press to the tune of at least $1 in monthly revenue per subscriber.

While I initially couldn’t figure out why so many business owners were avoiding email marketing, it started to all make sense as I worked with more and more of them over time.

It’s not that they’re bad business owners who hate money, as you might think. It really boils down to two things:

  1. They don’t understand even the basics of email marketing.
  2. They’re intimidated by the whole process of email marketing. They just want to do what they already know.

By the end of this article, you’re going to understand the email marketing basics and have the right mindset for turning email marketing into your number one profit channel.

Email Marketing Basics Overview

Before you get lost in the weeds, I want to make sure that you know what the big picture looks like. Understanding the big picture means knowing what you want to accomplish and then knowing how to get there from where you are now.

What are we trying to accomplish with email marketing?

Here’s how a lot of people think email marketing works:

  1. Get people on your email list by any means necessary.
  2. Send sales emails.
  3. Sit back and watch your bank account balance grow.

Nah, slow your roll there, Magic Mike.

Doing email marketing the right way means approaching it with the right attitude. Here’s what successful email marketing really looks like…

  1. Get the right people on your email list with intelligent strategies.
  2. Send emails with the right mix of entertainment and information to foster connection, trust, and community.
  3. Earn money by getting people to invest in products and services that add value to their lives.

Doing email marketing the right way is one of the most legitimate and sustainable ways of making sales online. There shouldn’t be a single shady thing about it.

And no, you’re not going to annoy people. When you do email marketing the right way, people will love hearing from you. In fact, many will reply and encourage you to continue emailing them…

email marketing feedback
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How do you get there from where you are now?

Wanting to do email marketing is different from actually doing it.

The first step is to get over the intimidation and mindset noise (some of the intimidation comes from the tech side of things, too).

The second step is to start executing, even if that means taking baby steps.

  1. Sign up with an email marketing service provider.
  2. Start growing your list.
  3. Commit to an effective email format and tone.
  4. Email your list consistently.
  5. Sell something in every email.

Now that you understand the overview, let’s get into the weeds a little bit…

Step #1: Sign up with an email marketing service.

If you want to send bulk emails to a list, you need to use an email marketing service. This isn’t a place for tools like Gmail, Yahoo, and Outlook.

There are a lot of email marketing service providers to choose from, all with varying features and price points. This is where the intimidation factor starts to creep in for a lot of people – just choosing a service presents an obstacle.

My advice here is: don’t spend too much time thinking about this.

I have a ton of experience in this area. All you have to do is listen to my recommendation, execute, and continue moving forward. I’ve made all the mistakes and done all the testing for you – there’s no need for you to spend a lot of time on this.

The email marketing service I recommend is Convertkit. If you want to know more of my rationale behind that recommendation, I outlined it in this post…

7 Features Your Email Marketing Software Must Have in 2018

If you don’t yet have an email marketing service or you’re not happy with your current service, sign up for Convertkit.

If you already have a service you’re happy with, stick with that for now.

Step #2: Start growing your list.

If you’re starting from scratch, but have an existing list of clients, your best bet is to upload all your existing/former clients into your email marketing service to seed your new list.

If you have no idea how to do that, reach out to my digital marketing agency and we can help you upload your list for a very reasonable fee.

The next thing you’ll want to do is establish strategies and tactics for growing your list by adding new people.

The faster you can grow your list, the more success you’ll have. However, you need to make sure you’re growing your list the right way.

You don’t want everyone to join your list.

You only want the right people to join your list (people in your target market). If the wrong people join your list, your fees will increase, you won’t make sales, and your spam complaints will go up.

You don’t want to trick people into joining your list or make it *too* easy for them to join.

If you trick people into joining, or people end up on your list without going through any hoops, your email marketing is going to be much less effective.

The people you’re emailing won’t know who you are and they won’t remember how they got on your list. That’s not good.

“Okay, Kevin, I get it. How do I grow my email list?”

I’m not going to just hand you the keys to the kingdom here, but I’ll give you one strategy to get you started. I already wrote about this strategy and did a full tutorial on it, so I’ll just link you to it…

Steal This Strategy That Increased My Email List Growth by 296%

That’s a fantastic email list growth strategy because…

  1. It will make sure you’re adding the right people to your email list.
  2. People who get on your list get something of value right away.
  3. People have to find the first email you send them to get their download, which helps them know exactly who you are and why you’re emailing them.

Be patient, especially in the beginning.

It takes time to get traction with email list building. Your site needs to have a good amount of traffic and you have to understand that you’re only going to convert a small percentage of that traffic to your email list.

You really have to play the long game here. Commit to building your email list for at least 6 months before you come up for air to assess whether your game plan is working or not.

Again, if the tech side of all this intimidates you or you don’t want to spend a lot of time tinkering and figuring out how to get all this stuff integrated into your website properly, reach out to my agency.

Step #3: Commit to an effective email format and tone.

The first thing you have to remember here is that email newsletter marketing for online business is dead.

Sending a monthly or weekly email newsletter that looks pretty and has a bunch of links to “update your audience” on what’s going on at your company is some tired old 2006 shit.

While it can still work to a degree (especially for brick-and-mortar and e-commerce), it’s not going to meet the $1-per-subscriber target we want to hit in monthly revenue for most online businesses.

Even for brick-and-mortar and e-commerce, newsletters are a bad strategy for anyone other than people who are already clients/buyers.

For most online businesses trying to convert prospects into leads and leads into sales, plain text emails are the way to go.

Your emails should look like emails and they should be a mix of entertainment and information.

Understand this: nobody wants to read emails.

People get too many emails these days and are starting to unsubscribe from lists left and right. If you want email marketing to work for you, you can’t be yet another annoying marketer showing up in their inbox.

You have to be people’s entertaining friend who also happens to be useful. That’s how you avoid becoming a victim of people’s slasher-style unsub rampage.

Once again, I’m not going to just spoon-feed you all the secrets. If you want to see exactly how the game is played, though, a good starting point would be to get on my email list and pay attention to what I do.

Step #4: Email your list consistently.

There are three primary reasons (and all of them are bad) why people don’t email list their list consistently:

  1. They don’t want to bother their list.
  2. They don’t want people to unsubscribe.
  3. They don’t take the time.

Let me break each of these down because each of them has the potential to kill your email marketing efforts…

“I don’t want to bother my list!” – You’ll only bother your list if you email them with boring newsletters and emails that aren’t entertaining or useful.

“I don’t want people to unsubscribe!” – Unsubscribes are a fact of life in email marketing. Every email you send means more people will unsubscribe. That’s not a bad thing, though. You want people to unsubscribe because those people were never going to buy from you anyway. They’re just taking up space and adding to your email list hosting costs.

“I don’t have time!” – This is code for, “I don’t know what I’m doing.” If you know how to do email marketing, and you don’t hate money, email marketing naturally becomes a priority in your business.

“How often should I email my list, Kevin?”

This is a personal question. I think that once you get to the once per week minimum mark, there’s no “wrong” answer.

At less often than once per week, you stand a strong chance of people forgetting who you are.

On the other end of the spectrum, emailing people daily can be extremely effective.

Step #5: Sell something, and just one thing, in every email.

Here’s the last email marketing basics tip I’m going to give you…

Sell something in every email and just sell one thing.

Now, you have to know what I mean by “sell.” It doesn’t always mean selling a product or something that costs money.

What I’m saying is, never send an email that doesn’t sell someone on taking some sort of action.

Most of my emails promote a product or service that costs money, but even the ones that don’t are selling people on listening to a podcast, reading an article, etc.

Once you understand that everything is sales, every email will naturally have the same format and tone regardless of what action you want the person to take.

Also, the reason I say, “just sell one thing” is because people’s attention spans aren’t very wide.

Notice that I didn’t say, “long.”

The idea that people’s attention spans aren’t long is absurd. You’ll hear this all the time from the gurus: “make short videos,” “write short emails,” “record short podcast episodes,” etc.

That’s bad advice. There’s nothing wrong with people’s attention spans, there’s only something wrong with your content.

Nobody has a long attention span for boring, useless content.

If your content is entertaining and useful you’ll notice that your audience has an attention span that’s significantly longer than all the “experts” claim.

It’s the width of people’s attention spans that’s the problem. In other words, they can only focus on one thing at a time.

If you give them an email with 7 different potential things to click on, most of those calls to action are going to get overlooked. They’ll choose one and forget the others.

So, every email should have one single purpose and one single call to action. This isn’t any different from how a landing page or any good sales page should be designed.

It’s not new or revolutionary advice. It’s just that for someone reason people fail to apply this same good advice to their email marketing efforts.

If you have a lot of different things to tell people about, send them more emails instead of packing all that stuff into one email.

These are the email marketing basics that are going to move the needle for you.

Sure, there’s a lot more I could cover about email marketing, even within the realm of email marketing basics. But again, one of people’s main problems is overwhelm.

The basics I’ve laid out here will actually move the needle for you if you execute on them and that’s what really matters.

Remember, keep the big picture mind:

  1. Sign up with an email marketing service provider.
  2. Start growing your list.
  3. Commit to an effective email format and tone.
  4. Email your list consistently.
  5. Sell something in every email.

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