00:00.92

Speaker

Look, I get it, you're making and sales, but your email list should be making you more. Look, with most of the 9,000 clients that I've worked with, they all think that their list is the problem. It's full of the wrong people. It's full of freeloaders, people who don't open their emails, they won't buy, they won't engage.

00:19.54

Speaker

Your list is not the problem. It's almost never the problem. I'm going show you how we turn this around so email becomes the thing that brings you in by far the most sales in your business most profitably.

00:34.31

Speaker

The Email Marketing Show. So we're going to use this thing here that I have a catchy name for. It's called the CVP framework. I couldn't come up with a really cool name. I wasn't willing to shoehorn some very abstract words in to make it just spell a word or something that. Because really pisses me off when people do that. So the the way basically what this does is it fixes this idea that it's the wrong people. They're not paying attention. They're not paying attention. They're not buying because... of these three things that you can really easily fix. When you do these three things, you're going increase how many people open your emails. You're going to increase the trust that people have to actually want to buy from you. You're going to get more people reading your emails and you're increase the sales. And your sales from your emails will become way more profitable. So the very first part of this, the first side of it, I want to play right sideways here because I've done it as a triangle, is consistency.

01:26.17

Speaker

But not how you think. because what most people think is, oh, I know I should be consistent. But let's be honest. Coca-Cola and McDonald's still spend millions in advertising, but we still know, ba-da-ba-ba-ba, I'm loving it, and all the other things. Why do they do it? we have Yes, we do have to stay top of mind, right? Look, but the other part of it is, that's the simplest but that's the simplistic part. The real part of this is that, look, when we got our cats, we've got two Bengal cats. called Nova and Ivy. They're sisters. When we first got them, we had to stay consistent in their training so that they wouldn't piss around the house, basically. So they would only go in their literature. That's what we have to do. When you are consistent with your audience, what happens is... so Let's just take the difference. right The difference here between what most people are doing, which is emailing one time per week.

02:19.51

Speaker

Let's imagine you email one time a week and you're doing really well and you're getting a 30% open rate. So for every 100 people you've got on your email list, 30 of them are seeing an email from you, right? Great. And that's in a seven-day period. But that means that 70% of people in a week are not hearing your message. They're not hearing about your offer. They're not building a deeper bondage relationship with you. They're not building trust.

02:44.95

Speaker

So that sucks. 70%. So instead, if you're more consistent, and let's say you email three times a week, and you're still getting your 30% open rate on each one, yes, some of the people, these people here, some of those people who open are going to be 30%, and the next group of 30%, there's going to be some overlap, but you're going to have this bunch, and this is a fresh bunch of people. And then the third time you email, Yes, there's still going to be some overlap, overlap here, overlap, overlap here, but they're still here.

03:19.67

Speaker

Here's the numbers for you in our business. Because I email seven days a week, I get 85% of my list to read an email from me every seven days. And that means every seven days, 85% my list are seeing a message. Why? Because I'm consistent. Because I'm consistently showing up day in, day out. And does it take 20 minutes send an email? Yes. But what else can you do to get in front of 85% of your audience, right? And when you're consistent, it lets people come closer to you. It also means they don't forget who you are don't know if you know this. The number one reason, let me just get serious for a second. The number one reason people report you as spam and people unsubscribe your emails is not because they get too many emails. That's not what it is. The number one reason is...

04:11.20

Speaker

Let's get dramatic. They've forgotten who you are. That's the number one reason. If you only email once every couple of weeks or once a week or once a month, which what I know most people are doing, they have got a lot of stuff in their feeds. They've got a lot of emails. they've got a lot of stuff in their lives that they're creating to forget who you are.

04:32.70

Speaker

But if you email every single day, they haven't got time to forget who you are. They don't have the time. You know, you get an email from someone who you don't recognize their name. You immediately go into that email pissed off and like, who the hell is this person? You're not in a good, open, conducive to buying something mindset. The psychology is all wrong. Whereas someone who shows up regularly, even if you don't open their emails, you see their name and you know what they're all about. You know who they are. So you're not going to report them as spam. You might unsubscribe if you change interest, right? You might unsubscribe if, for whatever reason, you change direction. But you're not going report them as spam or or unsubscribe for getting, oh my God, who is this person? How did I get on that email list? Are they a dirty, rotten spammer who has scraped my information from my LinkedIn account?

05:22.55

Speaker

Like that's not going to happen. It hasn't got time. So consistency will actually get you less unsubscribes. It will definitely get you less spam reports and it will make you more sales because you're being seen by a way higher percentage of your list.

05:37.58

Speaker

That's the first part. Second part is the V. and I'm not going to try and write it at a diagonal, so just write it over here. And before I get into the V, by the way, if you haven't already, make sure you hit subscribe and like on this channel right now. Basically, only about 25% of the people who watch my content are actually subscribed to the channel, which is barmy. Make sure you hit subscribe. lets me know, first of all, that you're enjoying the content and I'll Keep making more of it. And secondly, it means that more of my videos will show up in your feed so you don't miss any more of this information, any more awesome stuff to help you make more sales from your email marketing. And if you want to go deeper on any of these principles, I cover these in detail.

06:19.26

Speaker

in my book called Psych Stacked Email Marketing. You can see it just about behind me, just back there. And you can go and get that at emailmarketingbook.com. You can go grab a digital copy, physical copy, audio book of me actually reading it, not AI, at emailmarketingbook.com. So on to the next side of our cleverly named triangle, CVP. V is variety. Here's the thing. We all buy different stuff for different reasons, right? Some of us, I know I went into this into the sportswear store the other day and I bought some designer sneaks. Why? Because they give me a feeling of status and I've got very low self-esteem. Or because i've I've been doing research on them and I do lots of city breaks where I like to have really comfy designer sneaks.

07:04.22

Speaker

I also went to another store and bought some sneaks in the sale because they were $30. Right, I bought some Adidas Gazelles. I've got different reasons for buying both of those things, right? And we're all the same. Imagine if you went to the same place on on your date every single time you were dating. You went to the same place. That gets really boring.

07:23.58

Speaker

If you're on the same holiday every year, it gets boring. After a while, you might like a routine to begin with, but it gets boring. if you have the same meal every single day, it gets boring, even if it is a chicken shawarma, right? It doesn't have this't the same song every single day. It gets boring.

07:38.20

Speaker

Human brains look for differences. So yes, we have different motivators that we might want to dig into. Right. But also we look for differences. Differences, psychologically speaking, are what capture your audience's attention. So if you're currently underperforming with your emails, it's not your list it's that you've lost their attention, probably because you've turned into a little bit of a boring, boring old drone. Sorry. Like it's kind of what I see all the time. It might feel like variety, but what's probably happening is you probably talk about the same features and benefits.

08:10.01

Speaker

from the same angle and making your offer from the same angle over and over again. Like, you know, but it's like yourself when you drive along the road, a road that you you go up and down to all the time. Like we drive pretty regularly up to my mom's house. It's about a 50 minute drive from us. She lives in the countryside on top of a bloody hill in the middle of nowhere. And in Northumberland, in the northeast of England. And we don't, we drive along, we see all the same things. But if a new restaurant pops up,

08:33.72

Speaker

We're like, oh, I noticed the restaurant. Oh, there's a new sign. You notice the sign. You notice the new thing. You don't notice the same old thing. That fence that's been broken for years. That street lamp, that's always been there. You don't notice the same old same thing. Because we are wired as human human beings for variety. So not only does variety, that's what most people will tell you, is variety is about...

08:58.55

Speaker

Saying in different things from different angles because different people buy different things for different reasons. That's true. And I'll give you an example of that in a second. But the other reason, deeply seated in, is about how we get their attention and variety creates attention.

09:10.84

Speaker

right it's true like think about if if if you see something different it really stands out also variety means that you actually might hit on the one thing that makes me care let's imagine we're gonna go out for dinner right lucky us right and we're gonna go have some nice food and you might say to me want to go this place i'll be like okay cool why is it great you're like it's got the best steak i'm like okay Cool. like I like shakes. Oh, the the food's really fresh. Okay.

09:36.98

Speaker

It's really exclusive. The staff are friendly. There's a live DJ playing. Boom. Bingo. There I am. There's a live DJ playing. That's what got me to go to my favorite restaurant in the world. It's called Tattoo in London. It's absolutely amazing. Tottenham Court Road. It's right at the top of a building. Beautiful views. There is a live DJ playing. That's what made me want to go.

09:57.34

Speaker

We say different things so at some point something stands out to that reader of our email that makes them go, oh, that's the reason I want it, right?

10:09.72

Speaker

Right. Whereas if you kept talking about the menu, although it's really good, the seafood's really good. linda I'm like, yeah, yeah, yeah. You say something that gets my attention that I care about. And for you, it might be it's really exclusive or it might have been the cocktail menu. The fact they all come with like smoke and drama and lights and stuff. I might have got your attention.

10:28.43

Speaker

It's different things. So that variety piece is so important to getting your existing list to pay attention and not only pay attention, but then activate them to take action because you finally said the thing that actually resonates with them rather than the same features and benefits. We've all been taught forever with this sort of traditional email marketing approach, features, benefits, outcomes, transformations. We've got to talk about those things. We've got to do it in different ways.

10:53.82

Speaker

Say your thing in different ways. Talk about it in different ways. The final part of this wonderful triangle, the P, stands for persistence.

11:06.90

Speaker

Have I? Persistency? No. Persistence. And I've spelled it wrong. Persistence. We know what I mean. I'm saying persistence, right? Look, I bet right, and I don't mean persistence in the kind of way you probably imagine, right? Because I bet right now you've got a webpage that's open in a tab with something that you're thinking about buying. Right? We have. Like it might be that new soap or that shirt or that mini course that you're thinking about buying. Think about just a few months ago, you probably would have clicked and just bought that damn thing straight away. But we've all been through that habit. We've all gone way past that now.

11:38.17

Speaker

Right? Your email marketing is like exactly the same. We are all taking longer to decide now than ever. So we need to give our audience longer Because longer means we feel more informed that we're making a decision rather than just being bustled in to buy something just purely emotionally. And then we might go, oh, I shouldn't have bought another little mini course I'm going to do nothing with. Or ah another another sweater I'm going to roll up i and put in the back of the of the cupboard.

12:08.18

Speaker

All those things, right? And the good news is email marketing is the ultimate retargeting. We're all running these retargeting ads. Someone comes to your webpage and they leave without buying. So we run ads to them saying, hey, come back, hey, come back, hey, come back. We have to pay for all of that stuff. Email marketing is the ultimate retargeting.

12:27.58

Speaker

in retargeting we email them and keep emailing people until they're like oh now i'm ready to come back and because you're emailing me i know where to come back to i've got the link really handy at the top of my email inbox right you've got to keep showing up you got to keep saying different things give people that time right you've got to have a strategy for that and that's how you do all those three things but You've got to do this with the right metrics. In actual fact, the metrics of this stuff can get really overwhelming, especially for people like you and me who are already dealing with a lot of metrics.

13:00.14

Speaker

There's actually only one metric that matters to make more profit from your emails. i'm going to go deeper into that in detail in this next video. You should definitely check it out next, and I'll see you there.