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Hey, it's Rob and Kennedy.

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Hello today that email marketing show we're looking at what's new in email, in email marketing in the interwebs in the rest of 2024.

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I'll tell you what's not new. It's been around for a long time and if you get involved it's our free Facebook group the Email Marketing Show community at this point is established on place with 1000s of members just like us, just like you chat about email marketing every single day about how they can apply this stuff to their business. So if you love these episodes, then come and check it out. It's just go to Facebook and search for the Email Marketing Show community. It's totally free. You can ask questions, post ideas, look for inspiration, even just look up pictures of me and Kennedy if you want to just come and hang out in there. It's totally free. It's full of great people talking about email marketing, email marketing show community on Facebook, he's

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bought an electric heated clothes horse it's comedy hypnotist Robert temple,

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and he keeps some of his shoes in bags it's psychological mind reader Kennedy

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clothes horse around the world I don't know if they do. I thought that was quite a northern. Do you call it a clotheshorse era that drying I think unfold and drink the clothes over to to dry them. Is that what you call that? The Kennedy on the Instagram but

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they've been shaped like a horse yes I don't think a previous Doctor mine was more excited about buying electric car and I've done read it now it's a matter of fluids.

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So do you just why'd you to go for electrical

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until I get a tumble dryer. This is my next best effort. Oh, there's not much cheaper than that. No,

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no, no. Are you a premium

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kitchen space is at a premium.

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Yeah, yeah, we always say if your pet will close. The meeting me me me me. Me. Me.

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Me. Me Me. Janesville.

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Shake some dry. Oh, do it.

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So do you mean you've bought some posh shoes and those shoes came with bags and those are in the bags and then you've got some other like second class shoes at the back of the wardrobe. They don't get food included.

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Yeah, exactly. We've got the all inclusive shoes at the door. And at the very front end there'll be little bags. They get a little little single bag. They've got their own little sleeve at the end of the journey together but every now and again and just reassure them everything's okay. Yeah, yeah. So I mean basically I started by I was never I've never been into shoes. And then I don't know maybe like six you want to get your feet wet. On this note worse than wet socks. Love is like the worst feeling like I think that if you want it if someone was going to talk to me to get you know the deepest darkest secrets out there was about you know, how does that better you've got to love God but like all you need to do is like make us walk in a puddle in the socks because oh man is the worst. I had it. I had

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to nip it in the garden the grub Alfie the other day because he'd found a bit of chicken bone on the other side of the garden that a bird had dropped. So of course I'm running shoes on it. So normally it goes out as a week goes by going again not this occasion to go out with me wet socks on

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is the worst. I mean getting your feet dry are terrible, terrible anyway, so yes, so my mom knew more fancy shoes because I started getting into like nicer, sort of slightly designer II type shoes not not mega but like and they come in little bags and I love keeping them in bags, so it means they don't get dusty. And I just always looks much more shiny exciting, so I'm very excited. Anyway, hello. Every week on this show, we show you how to make more sales and earn more money from your email subscribers, the people who are already on your email list how big or small that is. And to do that we'll talk about email marketing strategies, psychology tactics, and share what's working right now to make you more sales on these internet's making you with email marketing hero of your business, the brand new episode, every email marketing Wednesday. Make sure you hit subscribe on the on your podcast, click that big subscribe button so we download an episode to your device every single week so you don't miss out on this amazing content. If you haven't already, make sure you do go over while you're hitting. Subscribe. Whatever you've already hit subscribe. Leave us a review on your podcast player. It really helps us to get this information to a lot more people so we can help more people get much better results from their email marketing just like you it'd be really helpful and it also honestly was love to hear what you love and what you enjoy. And obviously just one of my love languages is words of encouragement. Words of words of validation. So definitely go and give us some of that on your podcast player. So wow, I can't I mean, here we are. We're just sort of getting our muscles getting in the swing of of the new year. Now we thought we better sit down and tell people now we're sort of back in the swing of it. What we should be expecting from the world of email for the rest of us as we get into more of 2024 Because that's what you're supposed to do. And actually, these episodes of our looking forward into the year tend to be one of our most listened to most popular episodes. So here we are being most listened to and being ever so popular

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indeed. So the first thing I think that we really need to pay attention to in terms of what's new and what's happening with email in 2024 is that deliverability is going to get more problematic in quotes and verification is going to get more important than ever and those two things really come down to one and the same. In other words, making sure that you've got all of your ducks in a row when it comes to making sure that you can get your emails into the inboxes of people who care. The reason that this is a thing is that I think and I think it's probably long overdue, actually in reality is that the email platforms are really tightening their belts when it comes to the stuff that they expect from us with deliverability and engagement monitoring and making sure that we're not just building massive mammoth lists of people bombarding them with stuff whether they're reading it or not. The only reason somebody wouldn't get it as if they closed down that email. address or if the unsubscribe, like all of that is gone. This

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is happening all the time. Like we're not all if everyone's like, Oh, we don't ever want anybody to listen, the podcast unlawful. That's me and I feel terrible. And I wanted to tell you, I was looking for some I was just wanting to look at what other people are doing in the digital marketing world. So I went through all my little folders that I have in my Gmail account. This was just yesterday. Actually. And I was just going through them. Just see what people are doing. What's that person promoting right now? What's that person really focusing on? And I was amazed dumbfounded and how many people whose emails I have not opened I went back for more than a year because they're filtered and folded, right? That I'm still getting emails from Yeah, like really, these big big names names that have lists of you're definitely on the email list. You're probably just on their podcast, you're probably doing their stuff who are just not taking this list hygiene and verification stuff half as seriously as it should be. These are the promises what's gonna happen in the new year. Somebody's gonna even teach email marketing by the way as part of what they do. They're not obviously they've not fully in on it the way that we are obviously, we don't have anybody to know everything but there's lots of talk about other things that we don't have, of course, but this is when people are gonna start saying Oh, I'm getting I'm not getting as guest posts with somebody yesterday, saying I'm gonna focus on something else rather than this person was not a paid traffic. I'm gonna I'm gonna move away from ads and I'm gonna move into more organic stuff because the workup we're gonna hear people saying, Oh, I'm not getting as good results from my emails I used to be so I'm going to focus more on something else, whatever it's gonna be because of this and the truth is if you just get the verification the van making sure that you've validated everything. And the stuff that we've talked about with SPF records DKM and, and demark. Making sure if you don't know what those things are, we've talked about other episodes of this, you can definitely go and also look for Really Simple YouTube videos on how to set those things up. It's all one time set up. Just get it right it's half an hour of boring ass work or get somebody else to do it for you. We know you can just pay somebody come and do that for you quite inexpensively but very effectively, because this is all about. We want to know on the internet because you know that we think scammers and marketers break everything. We want to know that for sure. The person sending the email is the person who they say they are and that's what these are all. That's what all these measures are being put in place to do. Right? This is all to verify because I remember maybe just six years ago, I could open up a brand new keeper account just because it was like the wild west and the online space. And I could say that my email address to San Fran was you know Mr. bo@barackobama.com, like I can send me anybody and of course Gmail and keep and all of the other email platforms recipients and senders are now going for that we can't really have this because people are getting scammed left right and centre. I can't tell you how many in the SMS world you know how many SMS has I've had from delivery companies? Not really delivery companies to delivery companies, ackwards saying, Oh, your parcel needs to you know, pay an extra bit of shipping. Can you click here and pay it and all that sort of shenanigans because again, that that whole world of SMS is unverified and and and validated. So just tighten their belts on that stuff to protect people. It's not absolutely not to piss off and crush the dreams of people doing email marketing. That's not what this is in place for.

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But the important thing to realise about that is that you can't look at it and go oh, but I'm not scamming on the internet pretending to be a former president of the US. I'm just me and I am sending it to me, therefore I'm okay. The fact that all of this is in place means that you need to do it too. You need to verify everything about what you're doing. Don't assume that because you know we are robbing Kennedy and we're sending emails as Robert Kennedy that makes this correct. We've got to take care of this of this stuff and you know it's happening everywhere. If you think about social in the last couple of years, we've started to see it now were first formally tweet the artist formerly known as Twitter, and now Instagram and Facebook and that are generally are allowing you to pay to get one of those blue texts that used to be reserved to people they thought were important. You can just pay a monthly fee you get one of those to verify that your your profile is true. And lots of people have chosen to do that either because they want it to look like they've got a real blue tick or they're doing it because they are genuine generally finding genuinely finding that people ask, you know, cloning their profiles and doing dodgy tactics and scamming and that kind of thing. And so what we really need to do

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Yeah, so validation of like humans online and obviously gonna talk AI in a bit because obviously can be part of the picture by 2024, isn't it? We can't, we can't deny that. But with the with, with more development in AI and robots and Non Humans, not real people being easier and more accessible to more of us. That's going to create much more of a proliferation of that. So you're gonna see as a theme about humanising stuff in today's discussion, I think, but that's one of the ways of doing it. Just making sure that you are validating and verifying and you do that through some technical stuff, getting some verification stuff, but also focusing on that deliverability making sure not just pumping stuff out, that's not going anywhere. Now, if you're a customer

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of ours, then obviously we give you all of our resources and our stuff in terms of our reengagement campaigns, our processes for making sure that we're always paying attention to who's paying attention to us, so that you don't end up with subscribers who haven't looked at anything in a year suddenly receiving emails from you, all of that stuff. Super important and more important than ever before. Like we always have stress how important it is. But now it's going to be more important, and we're probably gonna have to start tightening up the windows of time that we allow people before we consider them disengaged, too, right.

So that's a really important point. I'm actually for everybody who's a member of our programmes, as part of your calls that you have with us every single month and our technical calls as well. We're going to keep you completely up to date as ever with everything on what the latest is from the top deliverability email marketing, etc. experts and leaders are are advising and stuff and what we're doing because you know what we said only a few years ago when we were when we first started our membership League. We were measuring engagement based on open rates because it was actually pretty accurate back then. And of course since then, we've we've moved on to not being the case and measuring it based on clicks but again, those windows of time what we should look at how automation is engaged in all those things and and how the email sending platforms your keeps an active campaign set up as well. Those horses are going to also develop and respond to what's at what's working and stuff. So that's gonna be a huge part of the year. The next thing I want to talk about though, is ads. Right? So a lot of us are building our email lists with by using ADS, paid advertising on various channels. And, and the you might be sending ads straight into a lead magnet or straight into a paid offer. And maybe maybe we're doing a mixture of those things. Of course, if you look at the trends, one thing you will notice as the cost of advertising never goes down really, right. There's been there was one blip during the pandemic a while ago now, where the cost of us suddenly popped down a little bit because there was a lot more eyeballs on socials. But you know, that's not so much happening. It's not a trend and of course, it's higher than it's ever been right now. So what does that mean if the cost of getting new subscribers paid or free ones is going to continue on that upward trend. The cool thing is all we have to do is focus on one and developing one skill and the skill we need to develop and really focus on mastering in 2024. And going forward beyond that is basically are able our ability to monetize the subscribers on our email list. First of all, we need to really build the skill in converting subscribers into paying customers for the first time. We really need to dial in and really go all in on that. And then we also need to max out we also need to focus on the skill of maximising how much we're able to earn from the subscribers who we have gotten our email lists, because the cost of ad going up means well, we're not we're paying more for each person we bring in so we then have less time to make the money back then we need to make more money back from those people. So as I've cost I'm gonna continue going up as they have since Day Zero. We're going to really the people who are going to win, actually the people are going to survive and when I win, that people are going to survive the ad game. All the people who are really warned not leaning into ADS, as we'll get onto later, actually in a second. But the people who are really able to, I mean, as Dan Kennedy has notoriously said forever. The person who can spend the most to acquire the subscriber to to acquire the customer wins, right? That's, that's the game. That's the aim of the game. So we want to just make sure that we can be that that person. The other thing is of course if you've got a team who are helping you with organic reach, if you've got a team who are helping you with organic traffic, then because of the cost of everything in the world going up and up and up, those costs are expected to increase as well. We're expecting the cost of organic to continue to increase so if you've got somebody running a YouTube channel, if you've got somebody doing your social media for your whatever it is, the cost of having that person do that work is going to continue going up the cost of the person to the graphic designs for that channel is also gonna go up so all of your costs are gonna continue going up and that's the reason the skill we if you have one skill, you have to master and 2024 that skill has to be your ability to convert a subscriber into a customer for the first time and your ability to to maximise how much people spend when they're on your email list. That's the skill to develop in 2024. So the next thing we'll talk about is is this list building thing and what's going to happen with building your email we don't have to do that literally on the show. But let's Billy's gonna be changing a little bit Rob. And again,

we want to follow on with this from from the previous point about, you know, ads. One of the things that the movement that a lot of people will choose to do when they get to the point of wanting to dig into ad buying is that they will employ the services of some kind of media buying agency so you know a pay per click advertising agency is nice to be called you know, somebody who does media buying right so who will get your, your ads up on the metro, various different properties on YouTube and Google that kind of thing. And the interesting shift that I think we're going to see with those people is that those people are going to kind of go out of business right if your job is just buying advertising and trying to figure all that stuff out and and do all the clever bits with audience placements and and all that stuff. I think a lot of that stuff's gonna be very different. I think the way those businesses will have to go in order to survive is to go in the direction of becoming all about the creative, because basically, what will happen is that the meta AI and the Google AI where they're investing 10s of billions of dollars in improving it is going to do a way better job of figuring out what ads to place were in front of who on what devices or what times on what the schedule with what bidding, you know, all these different, you know, hundreds of points that you have to get right in order to get this complicated cocktail that is media buying Correct. AI is going to just be able to do that better than anyone else. And because it's Google's AI when it comes to Google and YouTube ads and it's matters AI when it comes to Facebook and Instagram ads. It's not like you're asking chat GPT or could you take a finger in the eye a guess as to what the best thing is going to be like it's literally Google's collecting data all the time from way bigger advertisers than any of us all the time. And then using that in order to optimise this process. What that means is that the money in, in this building in media buying is going to go to people who are creatives who are good at figuring out the creative artwork, your videos or whatever. And again, a lot of them we're going to use AI in order to make that even more creative to make that more engaging, right. And so it comes down to not AI replacing humans but humans with AI replacing humans without AI.

Yeah, which is the thing we've been saying for a while Oh, isn't it like the people who are using it? I think that the big opportunity here in list building is definitely in your ability to use AI for the analysis. Right? I think it's going to be using AI to to analyse which ones are likely to perform best and then using AI to analyse more. For example, just look at the last time I was in meta rad so a little while ago, so this might be coming out today, right? But apologies, for example, that AI allows you to say put in 10 bits of creative 10 headlines and 10 bits of body copy or 10 bits of the content copy and it like figures out which combination of which headline with which image with which bit of content copy performs the best. So it's not the kind of thing or not understanding the nuance of when we use these words or this lead or this angle or this emotion and using AI to figure out and look at the patterns there. That's where it's going to be it's all about for me AI informing the creative, that and talking to speaking of AI and going in specifically I think one of the greatest opportunities we all have with people who write emails communicate to our list, might even write content, great content elsewhere, blog posts, content, short form, long form, long form, video, all that sort of stuff is there's a huge opportunity for us to all be human. And say things create things write things like aI cannot write, for example, personal stories about what's really happening in your life and how you feel about those things. Your personal opinions, because AI doesn't know that it's in your head you're you're making it up right you're you're making decisions and to share that stuff is going to be more valuable than ever because there is basically AI is creating this content factory, which is pushing out and pumping out all of this bland, probably how to content is what I'm seeing a lot so he'll be probably a lot more that there's going to be you know there's going to be a lot of this AI content which has, it might have personality and it will certainly be able to sound more like you. And while that's true, we've identified ways and and clever little tricks that we've got in our secret sauce of of how you can use AI in certain ways to sound like you and that's gonna become better. It's gonna be able to understand you better. It's never gonna be able to read your mind for exactly. I mean, maybe at one point we'll be able to but I don't think in 2024 it's going to read your mind as to this is what you've just experienced. This is a story about what or something happened two years ago. This is what's happening this week. This is how I feel about it and that sort of stuff. So there's a huge opportunity for you to stand out when everybody on your email list is going to be receiving so many AI generated emails, which send people to AI generated sales pages with AI generated sales videos to AI generated products, where you can stand out and go this is definitely not that and it stands out and it's completely different. And you have to provably do that by sharing stuff that could not be generated in that way. And that's a huge opportunity as these content factories and these business pieces of software these these this lifetime sasses continue to show their heads on push a button Create a business where it creates the emails, the landing page or the sales videos. Add the product without you haven't even show up. It's real human. It's got to stand out in that. Yeah,

I want to generate customers because that sounds easy. Yeah, until we get to that.

I mean, there's a point at which you might go oh, the lads really they're recording this podcast on the bloody hope so because we enjoy it. You know, we're really you know, but really well, you know, but there will be points where people will definitely be points when AI is created upon Yeah, we even had an idea to remember about a year and a half ago, we had an idea for a podcast, a separate podcast to this, which didn't even involve us showing up for it. Yeah, and it used a combination of text to speech to introduce different sections and then grabbing bits of content that we were creating elsewhere to create a podcast so that's possible, but something that's real, it's gonna stand out among a lot of

Yeah, for sure. And I think the summary of all of this is that you know, emails been there for a long time and it is and remains and always has been the highest return on investment marketing activity. I don't know how I don't know why it just is right. It's just one of those things. It always will be the level of engagement you get from your inbox has not yet been equaled by anything else that anyone's attempted like SMS or, you know, messenger chat or anything like that for long term growth and sustainable scale, sale, gender generation. And so it's email remains central to everything we're doing. And the trick is that we need to double down on building effectively what I'm gonna think of as smaller, more engaged audiences rather than larger audiences where you just have scattergun messaging them and then deepening relationships using AI where you can but not in the not in not at risk of replacing those relationships or, or, or butchering those relationships which can easily happen the minute you start to remove the human from the from the messaging, and and that's and that's it, right so keep doubling down on what you're on. What we what we say about deliverability and, you know, remaining human, continue to tell stories, continue to share personalised content through email, continue to sell, continue to send more emails, think all of that's going to be more important. And then that's going to be the winning path through email in 2024. And

if you'd like to be kept up to date with exactly what's working right now, as the email platforms develop a mail developed to respond to this massive uptick in volume of email that's absolutely bound to happen as as all this becomes even more even better quality, even more realistic, more human looking. Then and also to know what you can be doing with AI in a really ethical and really brilliant sense. Definitely come and check out our programme, our flagship programme, which is called the email hero blueprint. Inside of that we take you through how to set up every single element of your email marketing to make it really work for you really turn more subscribers into customers, literally to master that central skill. That you're going to need in 2024. As ad prices continue to go up, and there's a proliferation of AI generated bland content, you can check out all the details of why it works, how it works, and what's included to get these incredible results that our students get and we get from our email system by going to email hero blueprint.com email hero blueprint.com where you can watch a full video of all the details and also read it out there as well. So email hero blueprint.com is the place to check that out. And at this point the episode we're going to head into this week's subject line of the week the subject line of the week right Rob

I forgot this one is warning cool on this is hot and then a couple of hours which it sounds like there might be something in the email that's considered hot, you know, like a hot recommendation on something like that. It's actually a bit of a story about picking up a plate that was too hot after being warned that the plate was very hot. But yeah, so it's sort of again, we want to again, always ride that road of being sort of a little bit click Beatty, but not so much that people feel deceived when they open the email. So WARNING This is

hot. As this week's subject line of the week subject line of the week. We really enjoyed putting this episode together actually, because figuring out like what's going to be important and what we all need to be aware of is something we'd be obviously preparing for in our strategy days here in the military heroes, and of course other stuff as well. So hopefully you found it really useful. If you have let us know. Tag us at Rob and Kennedy on Instagram. If you haven't already drop us a review thing on Apple podcasts or wherever it is that you're listening to this podcast. We really appreciate it. It helps us help more people genuinely so we appreciate all of your reviews that you'd be leaving. It really really means a lot. We're back next week to talk about most often email marketing have a lock about keep you updated, share more inspiration ideas for gonna be my marketing, so make sure you hit subscribe on your podcast player so you don't miss it. And we will see you next week.