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  • 8/13/2019 Increase Your Email Open Rates

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  • 8/13/2019 Increase Your Email Open Rates

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    Andrew McCauley: Welcome to Podcast No. 22. This is the Autopilot YourBusiness Podcast. My name is Andrew McCauley and I am very ecited as usual to

    !oin with you on another podcast. I couldn"t do it #y mysel$. %o& o$ course&

    'eather Porter is here. 'ey& 'eather(

    Heather Porter: 'ello& Andrew( )reat intro as always. 'ello& every#ody andthan*s so much $or !oinin+ us $or yet another podcast and& as you *now& we are inthe middle o$ a very interestin+ series that we are doin+ that we li*e to call the

    Cool Stats for Cool Peopleseries and what this one is all a#out is #asically learnin+which num#ers and stats you need to understand in your #usiness& how do you$ind them and how to improve them speci$ically.

    Andrew McCauley: Yes.

    Heather Porter: And this one we are actually on to how to increase e,mail open

    rates #ut #e$ore we +et into all the cra-y num#ers and systems and more technicaltal*& I want to *now a little #it more a#out& Andrew& I *now you have a cool littlestory. I want to *now somethin+ ama-in+ that you have learned in the last wee*.

    Andrew McCauley: %omethin+ ama-in+ that I learned in the last wee* well& I+uess& I have #een out and a#out doin+ a $ew tal*s with various #usiness ownersand I was sharin+ some o$ this in$ormation that we were tal*in+ a#out in thispodcast today and some o$ the other podcasts that we have done and I li*e this

    sort o$ stu$$ and you and I deal with this sort o$ stu$$ all the time and it"s$ascinatin+ $or us #ut what I was $indin+ was that so many people out there !ust

    don"t use this sort o$ in$ormation. They *now they need to& they *now that it"simportant in their #usiness #ut they don"t *now where to +o and $ind it and it o$ten

    times& #ecause it"s technical& it scares them. %o& I +uess what I learned this wee*was that we are +ettin+ a lot o$ $eed#ac* a#out our content and what we areteachin+ here #ecause people are lovin+ it. They are understandin+ it. We aretryin+ to +ive it as the most #asic $orm as we can so that you can understand itand not #e scared o$ it. %o& I +uess that was my #i+ learnin+ is that people areen!oyin+ it& they want to *now it& they don"t want to #e listenin+ to a whole #uncho$ technical !ar+on that !ust scares them.

    Heather Porter: Yeah& that"s a +ood point. I thin* a lot o$ people& anyone who#ecomes an epert at what they are doin+ really understands a lot a#out the

    technical !ar+on and they sort o$ almost start to spea* their own di$$erent lan+ua+eand it"s hard to $or+et what you have learned or unlearned what you have learnedin order to teach somethin+. %o& you #rou+ht up a really +ood point and I +uesswhy we are doin+ this series is that we want to ma*e it really easy to understandreally what you +uys need to *now to improve your #usiness and it"s not hard aswell. I mean& we want to help to portray that to you +uys #ecause I *now thatAndrew and I are researchin+ on the internet to understand more a#out each o$these topics& hal$ o$ stu$$ we $ind is written in such a lan+ua+e that"s so cra-y to

    understand you almost have to )oo+le each o$ the words to understand what theperson is tal*in+ a#out.

    Andrew McCauley: Yeah& really& really. %o& that"s me. What a#out you/ What

    did you learn this wee*/

    0isten here1 http1autopilotyour#usiness.compodcastsincrease,your,email,open,rates

    )et a copy o$ our 3nline %urvival )uide here1 http1ay#+uide.com

    www.autopilotyourbusiness.com

    http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/http://aybguide.com/http://aybguide.com/http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/
  • 8/13/2019 Increase Your Email Open Rates

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    Heather Porter: Well& I was doin+ some research $or clients& a new client that we#rou+ht on and they wanted to do some o$ those pop,up #oes. I actuallydiscussed those in the last episode that we tal*ed a#out how to increase opt,inrates which is 4pisode 25. We were tal*in+ a#out a $ew pop,up #o options in

    there li*e Popup 6omination #ut I came across a new one and I !ust wanted toshare that and this one is called Nin!a Popups.

    Andrew McCauley: Nin!a Popups. That had to come alon+& didn"t it/ 3$ course7

    Heather Porter: 'ad to #e a nin!a. %o& now I +uess #etween this episode andthe last one you +uys have $our pop,up tools to loo* into and a+ain7

    Andrew McCauley: What does Nin!a Popups do/ What"s so cool a#out that/

    Heather Porter: It is desi+ned very well. A+ain& what a pop,up is it is somethin+that is a little pop,up opt,in #o that displays on your we#site either at the start o$

    some#ody visitin+ your site& a $ew seconds in& or perhaps when they are tryin+ toleave your site and the *ey thin+ a#out usin+ them is that they have to #edesi+ned li*e your site and they don"t want to #e o#trusive& they don"t want to !ust#e u+ly and stic* up in some#ody"s $ace in an insultin+ way. %o& this one is +reat.It has a lot o$ really nice desi+ns and a lot o$ settin+s that you can use to display itso it doesn"t o$$end the person comin+ to your site.

    Andrew McCauley: Cool& very cool. %o& I am loo*in+ $orward to seein+ some o$

    those on our sites& ri+ht/

    Heather Porter: Yes& I will #e testin+.

    Andrew McCauley: Nin!a Popups& awesome( Well& let"s +et into today"s one. Idon"t thin* today"s is +oin+ to #e so& so lon+ #ecause it"s a topic that can #e prettyshort and sharp and it"s enou+h to +ive people some #ite,si-ed chun*s o$ thou+htsto +o away with and thin* a#out applyin+ this sort o$ *nowled+e once they $inishlistenin+ to this. %o& shall we di+ in/

    Heather Porter: 0et"s di+ in.

    Andrew McCauley: 0et"s di+ in& alri+ht. %o& as you said& it"s all a#out e,mailopen rates. 'ow do you +et people to open your e,mail in the sea o$ e,mails that

    we all seem to +et every sin+le day/

    Heather Porter: I would li*e to actually start ri+ht at the #asics& the $oundationo$ this.

    Andrew McCauley: )o $or it.

    Heather Porter: And that is you have +ot to have the ri+ht system to deliver

    your e,mails or they are not +oin+ to #e delivered or they will put strai+ht into aspam $older o$ some#ody"s.

    Andrew McCauley: %o& let"s tal* a#out systems. What do you mean #y systems/

    0isten here1 http1autopilotyour#usiness.compodcastsincrease,your,email,open,rates

    )et a copy o$ our 3nline %urvival )uide here1 http1ay#+uide.com

    www.autopilotyourbusiness.com

    http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/http://aybguide.com/http://aybguide.com/http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/
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    Heather Porter: 3*ay. %o& i$ you are doin+ mar*etin+ e,mails& you don"t want touse 3utloo* o$ Mac Mail or )mail or one o$ those. Those e,mail pro+rams should#e reserved $or tal*in+ to your collea+ues on a one,#y,one or one,on,oneconversational or $or short conversations #etween collea+ues and $riends. 8or

    mar*etin+& you want to use proper e,mail system and the reason why you want todo this is #ecause these pro+rams a+ain& we are tal*in+ a#out li*e MailChimp&

    Awe#er& iContact& Constant Contact& Campai+n Monitor9 there are so many o$ them #ut you want to use these #ecause the whole !o# o$ these #usinesses to actuallyma*e sure that their client"s e,mails are #ein+ delivered. %o& they are constantlyimprovin+ their system to ma*e sure e,mails are delivered very important to useone o$ these.

    Andrew McCauley: 3*ay.

    Heather Porter: 0et"s tal* a#out spam as well.

    Andrew McCauley:%ure.

    Heather Porter: %o& they also comply with the anti,spam laws or CANN,%PAMlaws as they are called.

    Andrew McCauley: The CANN,%PAM Act o$ 2::;.

    Heather Porter: Well said& you *new the whole thin+. I always $ind that really

    amusin+ that it"s called CANN,%PAM which seems to #e the opposite o$ what it"ssupposed to mean& ri+ht/

    Andrew McCauley: Well& actually& it stands $or the Council o$ somethin+&

    somethin+& somethin+. There is a meanin+ towards the word

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    ma*e it to the person"s spam or !un* $older instead and it !ud+es #ased on wordsli*e

  • 8/13/2019 Increase Your Email Open Rates

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    Andrew McCauley: Yeah I have seen open rate o$ a#ove 5:: #e$ore& 55:.

    Heather Porter: Wow( 'ow did that wor* out/

    Andrew McCauley: Well& there weren"t a lot o$ people on the list and 7

    Heather Porter: They opened it dou#le7

    Andrew McCauley: It con$used me. %o& here I am +oin+ to say i$ some#ody seesan open rate o$ 55:& what does that mean/

    Heather Porter: It !ust means the same person is may#e reopenin+ in di$$erentplaces. %o& they mi+ht have had it come in on their smart phone or their des*top

    or wherever and their e,mails are not synced. %o& it"s re+isterin+ or re,readin+ andthey are openin+ it a couple o$ times.

    Andrew McCauley: i+ht& o*ay. %o& I wanted to clear that up #ecause i$someone comes up and they say they have +ot 55:& it must #e #ro*en. It"s not#ro*en9 it !ust means that someone"s opened it twice in di$$erent7

    Heather Porter: And i$ you are +ettin+ that much $or an open rate& +uys& wewant to hear a#out it. Tell us what you have done.

    Andrew McCauley: %ure. Anyway& I di+ress.

    Heather Porter: No& that"s $ine& that"s $ine. %o& that"s where you +et yourstatistics. You actually +et that in the e,mail pro+ram that you use to send out

    your e,mails. %o& how do you improve this percenta+e/ 'ow do you +et morepeople to actually open your e,mails/ @ery $irst thin+ o$ course is the su#!ect line what are you puttin+ in your su#!ect line and there are two thou+hts aroundthis. There is a whole sort o$ train o$ thou+ht around !uicy headlines and there aresome people that say =No& no& no& do more conversational? and I have done #oth.What a#out you/

    Andrew McCauley:Yeah it +ets down to what sort o$ person are you& what sort o$

    conversation style are people epectin+ $rom you. I$ you are mort+a+e #ro*er oran accountant that"s very serious and has a very technical mind& people epect you

    to #e technical and very dry. Not all wor* out& that"s what I am sayin+ #ut !ust ina +eneral sense i$ you are a laid#ac* sort o$ person that"s happy +o luc*y sort o$thin+& then they pro#a#ly epect more o$ a conversational style. %o& it"s +oin+ todepend on your personality really.

    Heather Porter: And here is a per$ect eample o$ that. 3ne o$ the clients we arewor*in+ with& a real estate company& and when we started wor*in+ with them andactually +ettin+ their e,mails set up and sendin+ them out and desi+nin+ the auto,

    responders& we wrote in their lan+ua+e which o$ course& li*e you said& Andrew& ismuch more pro$essional and in the past they had some#ody wor*in+ with them

    that would write su#!ect lines li*e ='ey& +uys& how is it +oin+/ Chec* this stu$$ out.Cool stu$$ ahead? and I remem#er when we started doin+ their e,mails& they came

    to us and they said =We are so +rate$ul that you +uys are doin+ this #ecause#e$ore we had these dod+y mar*eters.? A+ain& so many people use those words

    0isten here1 http1autopilotyour#usiness.compodcastsincrease,your,email,open,rates

    )et a copy o$ our 3nline %urvival )uide here1 http1ay#+uide.com

    www.autopilotyourbusiness.com

    http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/http://aybguide.com/http://aybguide.com/http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/
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  • 8/13/2019 Increase Your Email Open Rates

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    #ut you have seen those controversial ones and we thin* =Wow( I want to seewhat that"s tal*in+ a#out.? =Woman eposes hersel$ to +et sales? it"s li*e =Wow(What"s +oin+ on here/? %o& what do you thin* a#out controversial headlines too/

    Heather Porter: I$ you can use them and not o$$end the people you are tal*in+ tothen a#solutely de$initely use them. I would even epand on that and say not only

    necessarily controversy #ut news worthy is may#e even #etter to thin* o$ #ecausenew worthy is somethin+ that everyone"s tal*in+ a#out and i$ you put your spin onit in the su#!ect line& it also sets you up to #e an epert in that space as well.

    Andrew McCauley:Yeah. Eust one o$ the thin+s you can do& and we *now that allthese spammers and that sort o$ stu$$ are sendin+ us e,mails& have a loo* at theirsu#!ect lines and see what captures your attention. 4ven i$ you *now that they arespammers& have a loo* at how they cra$t their headline and +o =Wow( I$ I could do

    it li*e that& may#e I could use that idea $or mine *nowin+ that my content will #e alot more solid than their spammy sales pitch or whatever is inside their e,mail.?

    Heather Porter: And a +reat thin+ to do& you +uys& and what I do is I actuallyhave a $older in my e,mail account where i$ I ever +et an e,mail and I loo* at itand I want to open it and not only open it #ut I want to clic* in it& I actually saveall those e,mails in a $older so I can re$erence them and see what speci$ically inthose e,mails I thin* that they did so well and I can actually use that and +et ideas$or my own e,mails. %o& I would hi+hly recommend that all o$ you do the samethat people that you are $ollowin+ and put them into a $older and really only the

    ones that you really must open. 4verythin+ else& !ust put aside as you donaturally.

    Andrew McCauley: Yup& yup.

    Heather Porter: %o& that"s su#!ect line. %o& to really recap on that& headlines are+reat& !uicy +ood headlines #ut thin* in terms o$ how you would normally tal* toyour mar*et. You don"t want to insult them and you don"t want to use a voicethat"s di$$erent $rom what you naturally use i$ you are tal*in+ to them on the phoneor in a meetin+.

    Andrew McCauley: I love it& I love it. I thin* I have seen some +ood eamples

    o$ that too and& as you said& collect them& put them in a swipe $ile $or yoursel$ #utat the end o$ the day don"t use someone else"s voice i$ it"s not you.

    Heather Porter: A#solutely& that is a#solutely *ey.

    Andrew McCauley: Yeah.

    Heather Porter: Another little pointer I suppose #ut it is still important is the

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    #usiness& you want to have your #usiness name sendin+ out your #usiness e,mailsi$ they opted in $rom your #usiness site.

    Andrew McCauley: Be$ore you wrap up on this topic& what do you thin* a#out

    the $reuency o$ e,mails/ Now& I *now $reuency is +enerally le$t in this sort o$section what we are tal*in+ a#out #ut i$ you are $reuently sendin+ e,mails out& do

    you thin* people will say =You *now what& there are too many e,mails $rom thisperson this wee*. I am sic* o$ +ettin+ them? and that in itsel$ will decrease theiropen rate.

    Heather Porter: Yeah& loo*& you #rou+ht up a really& really +ood uestion and I*now that we discussed this much more in depth in 4pisode No. 2: which was alla#out how to increase clic*,throu+h rates #ecause we were speci$ically addressin+which e,mails you want people to actually clic* once they open and what we were

    tal*in+ a#out is initially once some#ody opts in& you want to send them auto,responders or automated e,mails more $reuently. The reason why is that they

    don"t *now you yet and they can very easily $or+et who you are. Yeah& they werevery ecited o$ course to opt in and +et your $ree item #ut ma*e sure you arecommunicatin+ with them more $reuently at the start. And when I say

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    Andrew McCauley: Because there was li*e a little +i++le comin+ out +oin+ onand I am li*e ='ere we +o. 0et"s chan+e the su#!ect.?

    Heather Porter: Yes.

    Andrew McCauley: Alri+ht. Well& I thin* that"s pretty much it $or e,mail openrates. What do you thin*/

    Heather Porter: Yeah. %o& !ust a uic* recap on that ma*e sure that you areusin+ the ri+ht e,mail pro+ram& meanin+ that it"s not your personal e,mail pro+ramli*e )mail or 3utloo*. Ma*e sure that you are doin+ +ood su#!ect lines in yourvoice or your #usiness" voice. 6o ma*e them enticin+ and ecitin+. Ma*e themnews worthy& the start o$ a story& ur+ency& li*e we said.

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    Heather Porter: Than*s& +uys.

    **End of Audio**

    0isten here1 http1autopilotyour#usiness.compodcastsincrease,your,email,open,rates

    )et a copy o$ our 3nline %urvival )uide here1 http1ay#+uide.com

    www.autopilotyourbusiness.com

    http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/http://aybguide.com/http://aybguide.com/http://autopilotyourbusiness.com/podcasts/increase-your-email-open-rates/