matthew-paulson

7 Lessons Learned From Sending 10 Million Emails A Month (Matt Paulson)

mattpaulsonMatthew Paulson is one my favorite people to talk to when it comes to email marketing.

He sends over 10 MILLION emails a month to his database of 275,000 stock investors on his list, so he knows a thing or two about using email correctly.

In this episode, I grill Matthew on lessons learned from sending millions of emails a month and apply them to ecommerce and online retailers. Matthew is a master of using email to get new customers AND delight his current customers and maximize their existing value.

He’s also just published a book called Email Marketing Demystified. Listen in the find out more.

In this interview, you’ll discover:

  • 7 lessons learned from sending 10,000,000 emails a month to 275,000 stock investors
  • the easily-avoidable mistakes Matthew has made along the way
  • Matthew’s aggressive cart abandonment campaign that goes way beyond what most companies do
  • how Matthew uses email to win back lost customers
  • how Matthew uses email to maximize customer lifetime value with upsells

People on this episode:

Mentioned in this interview/episode:

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Transcription:

Welcome to ReEngager Podcast for online retailers and e-commerce stores. You’re about to discover how to increase sales by 15 to 30% or more with email marketing. If you’d like to learn more about ReEngager and how we help online stores like yours add millions to the bottom line, go to reengager.com. That’s R-E-E-N-G-A-G-E-R.com.

J: It’s John McIntyre here, your host. This is the ReEngager Podcast, where we help online retailers and e-commerce companies make more money and make more sales. By getting more customers and by making more money from their existing customers with life cycle marketing, with email marketing. This is episode 1, so I’m really excited to get stuck into this. What we’re doing today is we’ve got Matt Paulsen on the line. Matt is a, an amazing email marketer. He’s got some campaigns that he’s going to share about what he’s doing in his business to generate more revenue, generate more sales. So we’re going to dive into that and the nitty gritty of how he’s sending it. The mistakes that people make. So the end result here, what I want to deliver to you – the listener, is some actionable strategies that you can walk away with and implement today. For the e-commerce store, for the online retailer that you’re either working with or running. So we’ll get into that in just a minute. Matt, how you going?

M: Good John, how are you?

J: Very good, very good. Good to have you back .I know we’ve–

M: Yeah.

J: We’ve done this before on other, different podcasts.

M: Yeah it’s a– I run into e-commerce store owners every now and then, and I ask them, “Hey, what are you doing for email marketing?” And you would be surprised how many times I hear the answer is, “Nothing.” They just have, they might have 3, 4, 5 years’ worth of customer data – but they’ve never bothered to send a marketing email. And it just makes you kind of want to wring their neck and say, “Do you realize how much money you’re leaving on the table? You need to do something about this.” So I’m glad you’re – you are talking to e-commerce owners, and just showing them how they can make, attract in my money by sending some emails to their list.

J: Yeah, it’s absolutely insane. I remember when I got on the phone with someone about 2 or 3 months ago. They’ve been around for 20 years. Have got a, I think they had 30 000 customers in the database. They had never ever sent an email to that list.

M: Wow, that’s – yeah. It’s more common than you might think. So it’s, hopefully some people listen to this and get some ideas, and turn that into some action.

J: Yeah, let’s hope so, let’s hope so. So, before we get into the campaigns that we were talking about before we hit record here. Can you give the listener a bit of a background on who you are, what do you do? All that stuff.

M: Yeah, so I run a digital publishing company. It’s called marketbeat.com. And we publish a daily investment newsletter to about 265 000 stock investors – as of the day that we’re recording this. So just a way for stock investors to keep track of their investments. You follow say 20 different companies, it’s really hard to keep track of what’s going on with all them. So our daily newsletter is just a really easy way for investors to know what’s going on with their stocks. We send out about 10 million permission based emails every month. We send great – we just do a lot of– We have a daily newsletter, then we have a lot of autoresponder series and campaigns and stuff like that too. Convert people into our paid product, which is a premium newsletter subscription. And we obviously do revenue through advertising and a number of other things. But I’ve actually got a new book out, coming about email marketing. Called it, “Email Marketing Demystified.” It’s coming out September 30th. So I figured it would be a good time to get on the phone with you, and talk about email marketing a little bit. And maybe point a few people to the new book.

J: Great, great. Well, it’s good to have you. And I think it’s – what’s really cool is that you– There’s a lot of people out there that talk about email, and they don’t– They probably send a small amount of emails, but you’re coming on – you’ve got hundreds of thousands of subscribers. You’re sending millions of emails every month. So there’s not many. I know a lot of people in this industry too, and you’d be one of the most knowledgeable people that I’d know. So it’s great to kick this off with you on here. Let’s talk about the campaigns. What – I mean, a big thing with e-commerce, people talk about– There’s obviously, the classic thing is, “Let’s go send out newsletters and offers and promotions.” And that’s relatively straightforward, and that’s something – a topic that I’d like to cover in some other episodes in the future. But today, I think it’ll be interesting to focus in on campaigns and workflow series as some companies call them. That most companies aren’t sending, and that really have the potential to generate a lot of sales, a lot of revenue. And the best part is, they’re automated. So once you implement them, for the most part, you can just check in on the stats every now and then and tweak a few things. And they just keep on running for you, delivering more sales.

M: Yeah, and none of these things are going to be revolutionary if you’ve done any amount of email marketing. That just the problem is, most people don’t actually do these things. So hopefully this episode will be a good reminder to kind of kick yourself in the butt and get some of these things written and put into place.

J: Great.

M: So maybe we can just go through kind of the list of some of these campaigns that I do on my list, and you probably do on your list. So why don’t you get started, and maybe we can share a type of campaign that you run?

J: Sure, sure. I mean one thing that I’ve been modeling off – the classic, which some stores– Although a lot of stores have this up and running, they’re not usually doing it very well. Is the cart abandonment sequence. And I think this is interesting, ’cause like – a lot of people don’t talk about cart abandonment in the publishing space. I haven’t heard many people talk about it in newsletters. A lot of companies do it with – online retailers and stores. But by the same time, there’s a lot of companies that don’t do it at all. So I started applying that to some of the products that I sell, training products in another business. And it’s really interesting how it works. You get people replying saying, “Here’s why I can’t buy right now.” And you get some information to improve the sales process, it’s really interesting. And so you were saying that you’ve got a similar campaign, a similar structure in your business right now that’s working really well?

M: Yeah, so if somebody will go to the landing page for a product, and they go to the payment page. And they’re locked in, or we have them cookie’d or they type in their email address – then they don’t end up buying. We stick them through a 5 day sequence to try to get them to buy. And that has been our just most incredibly effective campaign we’ve ever done in the history of MarketBeat. So typically when you send out an email to a list like ours, you’re hoping for an audience or a CPM of say – like $50 it would be really good. So if I send an email to 1000 people, a marketing email – I want to make 50 bucks back. And that’d be actually great. For the cart abandonment emails we send, it’s actually like $3000 CPM’s that we make. So for every thousand emails we make, we’ll make like $2900 back. It’s just – the numbers are so crazy. Obviously you could only – it only works for people that have done a cart abandonment. But if you email those people with the right message at the right time, you can save a lot of those lost sales.

J: Yeah I mean that’s where it really gets interesting. Is ’cause at the lower end, for entrepreneurs who are just getting started with a, with a store – it’s not going to do a whole lot. But if you go and talk to a big retailer, someone who’s doing 10 million, 20 million online via their platform like the shopping cart. Like these campaigns can like add hundreds of thousands. These setups can add hundreds of thousands of dollars, sometimes millions of dollars to the bottom line. And it’s, we’re talking like a couple of – a couple of fairly, fairly simple emails.

M: Yeah. So what goes into a good (7:38?) or what goes into a good cart abandonment email? What – like what does that copy look like, John?

J: I think it depends. The stuff that I’ve used before is – email 1’s always just, “What happened? Why didn’t you buy? Why you suddenly–?” Basically, I think a subject line that I’ve been using, I haven’t updated this in a while. Is, “Why–?” Yeah, “Why didn’t you buy?” And then it goes in, say like, “I noticed you visited xyz page and you’re interested, but you didn’t actually sign up.” So in my case, that was selling a training product. With an e-commerce store, what we do is – it’s much more likely to be like, “Look–” Same, same sort of thing, “Why didn’t you buy?” You could say, ‘We’ve missed you. What happened? Do you hate us?” There’s a lot of different ways to get people’s attention. And then in the email, ideally you want to be able to include the product that they added to their cart and didn’t buy. Which, there’s a number of different ways you can do this. But you can basically dynamically populate the email with a picture, with the copy from the description on the website. And also obviously a link to go back to the site.

What I don’t, what I tell people not to do, especially in the first email is to offer a discount. ‘Cause a lot of people know about these emails, it also devalues the product. So what I would do, is email 1’s just, “We missed you, what happened? If there’s an issue, just hit reply and let us know – and we’ll be able to get back to you. We’ll be able to give you a phone call or whatever it is. That’s going to allow them to tell you what’s up. It’s also going to give you information on what you need to do to improve the sales process – to increase conversions over the long term. And then email 2–

M: Do you–

J: What’s that?

M: Do you ever include a discount, or is it just not in the first email?

J: I will do it in email– I prefer to do it in email 2 or 3.

M: Okay, that’s a–

J: Yeah.

M: That’s probably what we do. You have the email, there’s no discount. It’s just, “Hey, I saw you were on this page, but you didn’t buy. If you want to buy, here’s the link to do that.” Or something like that. And then the second email, that’s the one that has the highest CPM for us. We give them a discount on whatever price they had before.

J: Yeah.

M: We’d cut 20 bucks off or whatever. And that just is incredibly effective.

J: Interesting. Do you give them like a dollar amount discount, or a percentage discount?

M: So it’s, it’s of a dollar amount. So our, our list price is $159 a year. Most people get in on a deal like $99 a year. And then the cart abandonment email is $89 a year. And our cost for – to have a customer is zero. So I could offer them whatever kind of discount I want and still make money off of them.

J: Yeah, very cool, very cool. Okay. And so you’ve, you – I imagine that you’d have your– ‘Cause this is a, an interesting thing where if you’re selling physical products, you obviously get – your margins are a lot slimmer then if you’re selling a newsletter or information. So you’d obviously have your numbers so dialed in that you know you can obviously offer huger discount if you wanted to. And it’s still coming in, it’s still profitable.

M: Yeah, so what about emails 2, 3, and 4 beyond that?

J: I think, so the way I do it, you might have a different opinion on this. The way I usually, we’ve done it before in the past with companies – is looking at like why people aren’t buying. So one client for example, they had a– They were a luxury (10:44?), a luxury space. And they had some, they had a– They told me they had a competitor that was putting out a lot of bad reviews about them, and it was getting in the way of their sales. Obviously people go and Google the company, they find the bad reviews. So this, they felt this was a major issue in the buying process. And when they had phone calls from people, this was an issue. So email 2 for us, when we did the sequence– Email 1 was always just a reminder, and ask them why they didn’t buy. Email 2, in that case was dealing with the– Yeah, it was dealing with the reviews that people had found – with these bad reviews. And explaining what had happened – what was going on, and just clearing it up so that it was no longer an issue. And then obviously pushing people back to the cart. And then email 3 was when we gave them the discount.

But the way I would do it with companies is like look at what’s stop– Because you’re really just looking at, like why did people – why aren’t people buying? And part of it’s like they got distracted, which is what the reminders for. Part of it’s price, which is what the discount’s for. And part of it might be some other reason like – maybe your competitor offers free shipping. Or maybe– Yeah, there could be all sorts of reasons. It’s going to depend on the company.

M: Then at the end of that series, do you have kind of a, “This is your last chance.” Or like an, “Action required today. This is the last email you’re going to get.” Do you have anything like that at the end of that campaign?

J: Not usually, not in a sequence like that. I’ve done that before. It’s very aggressive, and it does put – rub people the wrong way. So unless you’re, unless this is like a last chance you’re ever going to make that email or make that– Get that customer, I probably would – wouldn’t want to be so aggressive that I’m going to leave people with a bad taste in their mouth. What about you?

M: Okay. I do, so my last email in the abandonment series is called “action required today,” and–

J: Yeah.

M: It just says, “This is the last opportunity to get this discount. If you’re not interested, it won’t be available again. And that’s, that’s probably the best price we have available.” So they’re not going to get anything better than that. There’s diminishing returns – emails 1, 2, 3 and 4 do well. Email 5 and 6 kind of taper off.

J: How many emails do you have on your cart abandonment sequence?

M: We’ve got 6 it looks like.

J: So I thought, ’cause– Here’s the thing, right? Most companies that I’ve spoken to on the phone – well most of them have nothing. The ones that do usually have like one in there with whatever the standard plugin or standard software they’re using – maybe 2. And so I thought, “If I’m doing 3 or 4, I’m being pretty aggressive. I don’t know anyone who would do more than this.” So now you’re telling me you’re doing 6 emails?

M: We had like 3 in there, and then I saw the last one was still getting like a $2000 ECPM. It’s like, “Well if this last one is still generating pretty good sales, maybe I should just add a couple more onto the end of it.”

J: Yeah.

M: And that was pretty effective. I mean it’s a – kind of a pro tip for any campaign is if you look at the last email in the automated series, and it’s still getting great open rates. And we’re getting 40% open rates in our last abandonment email. And 20% click through ratio. That tells you people are still engaged in that last email. And maybe 1 or 2 more emails after that would be a good way to get a few additional sales.

J: Okay. One issue I’ve heard when I’ve spoken to companies about this is – they don’t know how to collect the email address. And I know there’s a few different ways to do it. How do you do it?

M: Like how do you collect email for a cart abandonment or just in general?

J: So I mean, so there’s a– Yeah, like if you already have them in your database, depending on the software you’re using – you can track them when they get to that shopping cart page.

M: Yeah.

J: But a lot of companies where – I’m going to go looking for kitchen knives online, and I may end up on a site. I’m not currently in their database, so they don’t really have – they might, they can cookie me. But they don’t have my email address yet. So they can’t, they can’t track it on the– Like if I go to the cart and add something in, I have to sort of complete the cart for them to get my email. So how do you? Have you ever had to deal with that?

M: Yeah, so there’s a few ways to do it, and some of this might require a developer to work on it for you. But if somebody, if it comes from a– If the link, or if the purchase comes from an email campaign, then you can pass in the person’s email address and their click through URL and track them that way. If they’re a past customer, you could have them cookie’d or logged in – have them that way. If it’s just somebody fresh to your website, what you can do is – on your checkout page, maybe the first field that they fill out is their email address. And that’s kind of what we do, and then we know if they fill their email address, but don’t click out that “buy” button. Even if they weren’t in our database before, then we can send them that abandonment sequence.

J: I’ve heard you can do this with Ajax. Like a, sort of like when you fill out that email address in the first form, and then go to the next – next box, where you put in your name or something. It’ll then save in the background, and then you’ve got them in your database.

M: Yeah, that’s – that’s pretty much what we – what we do, and that seems to work. Because it’ll do a background request to your web server, and you can save that in a (15:23?) UCA. Then you can check like the day if that email address didn’t have an order – you know they abandoned the cart. And you can send them a few emails.

J: Yeah, what about the design. I mean, especially with the e-commerce and retail. People are, companies are often using fancy designs with– I mean it’s the sort of stuff you expect from retailers. What do you think about that?

M: So, like on a check out page or a cart page or anything like that. I think it, my rule for designing stuff like that is – the fewer things that you collect from them, or the fewer things you can ask. Or the fewer steps that you can make them go through, probably is the better– I try not to collect any information I don’t need, and if you’re going to ship them something – you need their address and that kind of stuff. But you just make it as easy as possible for them to check out, and don’t put any obstacles in their way.

J: What about the, what about the email itself though and that – those 6 emails that you send them?

M: Yeah, it’s – well we use mostly just plain text to it, a call to action at the bottom. There’s nothing too fancy about it, it’s– You’re just a lot of, “Hey, we saw that you checked this out, you didn’t buy it. If you want it, here – remember, here’s all the features that you were interested in. If you want to buy, click here.” There’s nothing too fancy about it. I mean if you have very visual products that you’re selling, then maybe you would want to – you’d have pictures of the products, and make a fancier email. But for what we do at – not entirely necessary.

J: Yeah, okay. Cool, well let’s, let’s move on to the next one. What’s – you mentioned that you had another campaign. So you have a paid subscription product. And so, one thing, one issue obviously – people churn out. They’ve stayed on for 3, 4, 6 12 – however many months that they’ve stayed for. And instead of calling them up manually on the phone, you can actually automate an email followup process.

M: Yeah so, when somebody cancels, all of a sudden you’re saying, “We miss you.” And just say, “Hey, we saw that you cancelled – we’d love to know why, so we can improve our service.” And then a lot of people will say, “Well, I just forgot (17:26?) took my credit card or whatever.” And then, our customer service person will respond to them and help them with that issue. So we monitor the replies to that email. And then we also say, “Hey, if you want to resubscribe today, here’s a link to do it with this discount. Just click this link, and you can get the discount.”

J: Yeah, perfect, perfect. How many emails do you get with these ones?

M: That’s just 3. So we send out – 5 days after they cancel, then 13 days, then 21 days. So we try to space it out a little bit, ’cause usually if somebody cancels, it’s because they – they’re credit card didn’t get updated. Or they just kinda forgot about it. It usually means they’re not paying entirely too much attention. So we just try to give them a few opportunities to remember us before we just kinda let them go.

J: Yeah.

M: But I hate to – with that kind of email, you don’t want to be too aggressive about it. ‘Cause if somebody cancels, it usually means they’re kind of done with you, and don’t want to hear from you too much. So we, we space it out. We only have a few emails in there.

J: Yeah, interesting, interesting. So I think part of this, the interesting part is– You can call this email marketing, you can also call it life cycle marketing. Which is where, obviously marketing to people in the life cycle. Wherever they are in the life cycle of them being a customer. Which is really to me, just feels like a fancy word. It’s like a $10 word instead of a 10 cent word for the same thing. It’s really about just choosing these different events within that, within that period. So obviously saying, someone goes and adds a think to their cart and they leave – that’s an event that happens in that process. We can trigger a campaign based on that. So one thing that’s – I found helpful in sort of the way you think about this, the mindset that you have. Is just think about it like the– In every buying process, in every business, there’s all these different steps or events that happen. Whether someone cancels or they buy a certain product, or they abandon their cart. And you can trigger all these campaigns based on this. And once you’ve figured out those events, it’s relatively easy to create the campaigns. But it’s about, finding out what events make sense for this business?

M: Yeah, ’cause I mean if you think about where all of your customers are at, and the life cycle of being a customer. First they’d have to become aware of your business, and they would become interested. And then maybe they have to sign up for something free, and they have to buy something. And then maybe you want them to buy something again or– And maybe they cancel and you want them to uncancel or whatever. And you just identify what all those different steps are that people have to go through to become a customer. Then just try to figure out, okay, how can I get more people that are in this stage to this stage. Or from this stage to this stage. And you just – email was a great tool to help make that happen.

J: Yeah, absolutely. So alright, let’s go onto the next one. We mentioned that classic in sales is upselling. And you can upsell through that buying process, but there’s a way to do this with email?

M: Yeah, so we have – we have kind of a 2 tiered product. Our premium newsletter, it’s just called Market Beat Daily Premium. And that’s $16 a month. But we also have, kind of our top level product that’s $35 a month. So as soon as somebody buys the baseline $16, buys the product. They will get added to an autoresponder series where– First, for the first week or so I’ll teach them how to use the product they already bought. And then after that, we’ll try to upsell them to the next level and say, “Hey, if you want to upsell, upgrade to this. Where I’ll give you all these extra features and benefits that you might want. And that’s, that always works pretty well.

J: Yeah, very cool, very cool. Same thing here too. Like, so you’re not – you’re keeping these emails like relatively simple. This is just text based with a simple call to action.

M: Yeah I mean it, a lot of it’s just – sometimes people need a reminder. They want to buy your product with the best of intentions. But people get busy and just kinda forget about it. And it never happens and you move onto the next thing. But if you can just be – give them the friendly reminder saying, “Hey, you were interested in this, are you still interested in it? If so, click this link.” And those types of emails just worked surprisingly well.

J: Yeah I think that – that reminds me of the idea that like– Often people focus on the design, and, “What time should I send the emails?” And all these sort of nitty gritty things. And sometimes it’s really – well a lot of this is really just about, like being there when the customer’s ready. Being there with an offer, with something to give them. Some sort of compelling thing that’s going to be interesting to them at the right time. And staying top of mind as well, that’s the other side of it. If you’re just always staying in touch, when they think of – in your case, investment advice. And you’ve been the one who’s emailing them the most really good stuff out of anyone else – you’re going to be the first person they think of when they think, “I need some investment advice.”

M: Yeah, and not only that, it’s– If you email them for a while, and you’ve just got – leave a bunch of messages in their inbox when they– Think about whatever you’re selling again. They might not search Google, they might search their Gmail account for your old messages. So we have messages from a year or 2 ago that people will still click on and buy from. Just because they searched through their Gmail account, found that one email and went and clicked on the link.

J: Yeah, that’s cool. That’s actually really cool. It’s interesting just how you can send all this out. People say that emails, you don’t get to – you only get to use it once, because it’s not on the internet. It’s in someone’s private inbox. But if they’re going back to their inbox and searching for you, that’s pretty bad ass.

M: Yes it is.

J: What about this last one that we chatted about? Is, I mean you mentioned reengagement. ‘Cause obviously people after a certain amount of time, they stop opening emails, they stop clicking things. In your case, you mentioned that they might stop using the product. For an e-commerce store and a retailer, there’s going to be people that just drop off the radar. They just stop opening the emails ’cause – for whatever reason. Same thing like they just got distracted. How do you reengage people?

M: Yeah, so I know that if somebody’s not going to use my product, they’re going to churn, they’re going to cancel their subscription, because nobody paid – wants to pay for things that they don’t use. So my incentive is just to make sure people are reading the newsletter and using our products. So a lot of it is just for reminding people like – if somebody– So when somebody signs up for our product, we have kind of a engagement widget on our website. And if somebody doesn’t take the 10 steps we want them to take to become engaged with our product, we will send them an email saying, “Hey, I see that you haven’t made use of our watch list feature yet. So click on this link, and add a couple of stocks to your watch list, and you’ll get updates for your stocks in your email every day,” and stuff like that. So if somebody’s not using part of our website that we think– At least trial once, you always send them an email about that and try to get them to use it. Then if somebody is, doesn’t open it, (24:04?). Email them saying, “Hey, I have noticed you haven’t opened your newsletter. Is everything okay? Do you still want our stuff? Is there anything I can do to help you, or help you use our newsletter better?”

J: That’s cool man. Is there anything else? Is there any other campaigns that have been working really well for you? Do you do – you’re doing a daily email or a weekly email or any sort of newsletters?

M: Yeah, obviously we have a daily newsletter, and we promote stuff in that. That tends to work pretty well. So our newsletter is just a summary of what stockbrokers are saying about different stocks every day. And we pull that data in from a few different data sources, put together a newsletter based on it, and send it out. So inside that, we have some ads for financial advertisers. And if somebody clicks, we’ll make like $1.50 a click, which is pretty good money. And we also have promotions for our paid product in there. That works pretty well. We have a weekend newsletter that we added. It turns out that a lot of our subscribers like to open up email and just read stuff on Saturday. So we’ll send out an email just – sometimes even just for our advertiser saying, “Hey, some of our partners have put together some great content for you. Click this link to check it out,” or whatever. But that works well. I think that’s pretty much it.

The only other one thing that maybe is – would be interesting to your listeners is– With a lot of email service providers, they are going to want you to do the double opt in. Where somebody gives you their email address, and then they get an email saying, “Hey, click this link to confirm your opt in,” or whatever. A lot of people lose those and don’t click on them, or just forget about them. I like to send 3, 4, 5 of those if they don’t click the first one. So if they don’t confirm right away, I’m going to be emailing them the next day saying, “Hey I noticed you didn’t confirm. Click here to confirm your email address.” And after they click that confirm button, there’s another opportunity to sell them right there.

J: Yeah, cool. I like that idea. I like that idea. One thing I heard of before, which I’ve seen people do – is where you go and get, instead of just the confirm email. You might have like a 5 email nurture sequence. And what happens is that, the standard approach is – you send out one email, and 3 days later email 2 goes out. And email 3 might be a crash course of some kind. And I think this is relevant to a retailer selling a physical good. You could have a buyer’s guide, you could have a course of some kind or just tips on something. What happens though is that if someone doesn’t open that first email, it’s a bit like why send them the second email? You should just resend the first email with a different subject line.

And so what one thing I’ve seen some companies do, is where – basically you’ll have– It’d be like having one– Like 5 different campaigns for 5 different emails. And you sign up, and if you don’t open email 1 – well you get the same email again with a different subject line. And the same email again with a different subject line – 3 times, 4 times, 5 times. And then you only – then do you go onto email 2. So, the risk is though – someone goes in their inbox, and they see 5 of the same emails with different subject lines, and they freak out. But the benefit is that, if you’ve got content in those emails that you really want people to see, you’re going to drastically improve the chances of them seeing it by doing it that way.

M: Yeah it’s – it’s amazing. If somebody doesn’t open any, it’s probably just gone from their inbox. It’s very, I think it would be very rare that somebody would call you out for sending them the same email 3 times.

J: Yeah.

M: I would not spend too much time worrying about that.

J: Yeah, I yeah – so that’s an interesting strategy. So anyway, we’re coming up on time here. So let’s start to, let’s switch gears and focus on this book. Talk to me about the book, and how it’s going to help say an e-commerce company or online retailer – how it’s going to help them improve their sales?

M: Yeah so what I really wanted to do was to create a kind of a step by step resource for every part of email marketing. So for somebody that has never written an email before, or somebody who doesn’t know what MailChimp is or anything like that. But even guys like you that kind of know what they’re doing, there’s tips in there for high level people. So we just go through every step of the process from signing up with an email service provider to building your list, to writing– Copy writing, writing emails., Monetizing your list, email deliverability stuff. So like, if you’re in a spam folder all the time and you don’t want to be, our newsletter– Our, the book will kind of show you some steps that you can take to just make sure your message is actually getting in the inbox.

And staying compliant with CAN-SPAM. And really it’s kind of a, almost a – it’s a 250 page book, but it’s– It’s almost an encyclopedia of stuff about email marketing. So if you run into an issue, saying, “Crap, my emails are showing up in a spam folder, what do I do?” You can just go in and quick reference that section of the book, take the action, take the recommendations in it – and you take action based on that. So you can really either use it as a kind of a step by step guide, or it’s just kind of resource to look into from time to time – to get information about a specific part of email marketing or life cycle marketing as you call it.

J: Yeah, yeah. Cool, cool alright. I read the book. There’s a really great guy who wrote the forward in there.

M: Yeah, I tried to get the guy that I knew that knew most about the email– Who knows the most about email marketing, and had him write it – whoever that schmuck is.

J: So yeah, just in case (29:29?) – I wrote the forward, and it’s a great book. And if you are looking to learn more about email marketing or life cycle marketing to grow your online sales. This is a great book to check out. There’s tons of – what I really liked about it, there’s tons of actionable stuff in there. You’re going to go in there, and you’re going to see the nitty gritty of how to actually make this stuff happen – in more detail than what we’ve been able to discuss here. So if you’d like to – if people are interested, and they want to get a copy of this, how do they do that?

M: Yeah so, we are going to do kind of a promotional launch for it. So from September 30th 2015 to October 4th 2015, the Kindle version is actually going to be free on Amazon. So if you go to the domain name myemailmarketingbook.com. Again, that’s myemailmarketingbook.com. There’ll be a link on there that goes straight to the Amazon Kindle page. You can get a free copy for the first few days, and then even if you missed that, don’t worry. It’s going to be like 2 or 3 bucks. So if you are worried about 2 or 3 bucks, I’ll send you a free copy. So just go to myemailmarketingbook.com. You can get it in paperback, Kindle or it’s going to be an audio book too a few weeks after launch. So go ahead and check it out.

J: Fantastic. I’ll have a link to that in the show notes at reengager.com. And is that the only thing you want to mention? Is there a Twitter, email – is there any other way that if people want to talk to you get in touch with you? Is there anything they can do?

M: Yeah, so my Twitter is @matthewdp. My email is matt@mattpaulson.com. We started a Facebook group to talk about email marketing called, “Email marketing dymystified.” I don’t know how to link to that, but if you hit me up on Facebook, I’ll point you to it. So we’ve got 160 people on there talking about email marketing right now. If you want to talk about email marketing with some other smart people, that would be – good little free online community for you to participate in.

J: Fantastic, fantastic. Cool yeah, like I said, I’ll have the links to all of this in the show notes. We’ll even get the link for Facebook from you as well. We can have that all linked up on the site at reengager.com. Matt, it’s been good man, this has been another great episode.

M: Another great episode, this is the first episode.

J: Oh, I’m referring to the other ones.
M: Yeah.

J: But thank you for coming on the show man.

M: Yeah thanks John.

Hi there, thanks for listening to the ReEngager Podcast today. If you’d like to discover more about email marketing for online retailers and e-commerce stores, go to reengager.com. That’s R-E-E-N-G-A-G-E-R.com. Use our ROI calculator to find out how much you could increase sales with email marketing, or book in for a free strategy session with a ReEngager email marketing expert. Get started now at reengager.com. That’s R-E-E-N-G-A-G-E-R.com.

Intro music by DJ Rkod and George_Ellinas.

photo credit: Dannger Ahead

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