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Think here email and box will to fall in line delete everything in there and clean it out and you realize.
I get an awful lot of emails that I can publish and subscribe -- that's how I feel for shore and today we're gonna talk about email marketing.
And secret to making it an actual success especially in the day an age where.
Everyone probably want -- and joined by Dan Walsh Smith he's a business strategist.
Speaker and author thank you so much for doing this you -- consulting its major companies -- about what five years now.
About email marketing and in the -- -- social media clearly there's lots of different ways to market to people people don't necessarily think about the strategy if you now anymore.
Why is it's important why are we kind of rolling back and -- what you don't work.
He's still the most effective way to generate revenue for these big businesses -- the number one way you're gonna buy and unfortunately it's also the number one way it.
They're gonna annoy you afraid of me filling up your inbox -- offers.
Until businesses are trying to find ways to be more effective how to -- message you in ways where you do what you want them to do.
And says sadly a lot of them do it wrong and -- fill -- your inbox and then you're annoyed you want subscribe.
Well the super hot wire email messages being open and because that's the first step that you receive it and then you actually open it without deleting so we spent years studying this that was a question we asked had to thousands of hours from -- wire they've done it we've really came down to two things.
They -- -- was at the right time for them where the material to be nice wasn't really.
Pertinent it was a relevant and in all of those can change at a moment's notice think about -- into a tightly email.
But then the tragedy happens at the naval yard just a few days ago now my email that was timely -- that is not so -- so you get to be aware of all these things that are going on.
So why don't people.
Respond to or -- email marketing messages to me.
If you're talking about getting it as a businessperson -- journalists.
You're just flooded with a minute an individual that the whole another level of getting your email -- all kinds of limits -- Yeah it's it's really business we studied this a lot of thought is that you know as a time of day is it who I'm sending into -- targets really busy.
You're really busy person and if you don't have time to answer a very long email you're not going to.
Is less more.
Less is more in the emails decisive email needs to be smaller we actually found -- by emailing more more times more frequently.
Up to eleven times you only like -- -- No no eleven times over -- like let's say campaign and -- what might be over a month or two months you actually more likely to get back to us and usually your response was more favorable like.
-- again I'm sorry I meant to give back because really busy but I do like what you have to say.
Interesting so they Hedo is grabbing some of attention clearly a subject line is very that's the most highly little.
Optimize that I think yeah that's why what the -- -- the perfect example is -- this Ministry's election campaign of course the racing you know hundreds of millions billions of dollars to run a campaign.
This really matters.
With the first thing we do is keep it very short we have been a few words and has to -- -- them as well you'll remember our President Obama when he is campaigning there with the subject line it was just.
-- Yes Al a lot of people -- that they thought maybe they got an email from the president the most effective one can't campaign if that one work hey.
But -- businesses want to say things like 40% off.
Three hours only and the problem is.
We're trained when we hear all -- buzz words to immediately push back think it's some sort of a trick subconsciously our before reactions say no.
And like you said.
That wasn't what what is the best.
Wailing if you're talking about you need consulted GE capital our Siemens it all these big companies also.
A union offices around the world Japan is done -- -- LA how do you -- what's universal standout.
Strategy for -- now because I know I worked in China for many years and I mean -- Chinese.
This fence line or the marketing enough and -- -- very different from the one -- That that's exactly right so it depends upon wary of the tone of voice and where you're sending these two.
But overall we found there were some patterns when the -- we found was that your email needed to be fortified census wore those on the most effective emails and they didn't have any pictures -- them.
So no html plain text fortified sentences.
And make it simple put one sentence -- paragraph by itself.
Put another couple sentences and another paragraph -- and then finally don't squeeze everything into one and 21 email and then send those emails ten to eleven.
Just like we're having a conversation with your emails continue your conversation.
How do you compete with social media and you complement that -- Just take one strategy and -- candy it's complementary exactly as you said it it and that's another walk a reason why having 1011 emails is complimentary.
Because -- tweeting and -- texting and -- -- emailing it all continues one big conversation.
-- -- just send you one really long email.
You tend to say go away but when -- when -- read a whole conversation now we're talking and it's fun it's effective to.
If you can get that conversation that's right and that is certainly one of us.
Difficult -- -- near your work has been featured in a lot of different places blasting -- has named one of your blog that one of their top seven sales blog.
Looking at the entire industry and marketing issue with them all know what we expect -- -- order for the challenges ahead.
Beyond just being on the social media that we talk about so much.
Yet -- more better tools there's a whole host of better tools that give -- intelligence on people know who our target market is and make it easier to communicate.
Once we have these better tools they're always a few kind of one to the edge of too much think about it with telephones -- -- happy to get phone call and then at 7 o'clock in the evening we're like no more phone calls we actually had to have rules from congress intent to say no more phone calls we're seeing that happen with email now with canned spam.
And perhaps we'll see something like that was social media right but these tools are coming -- really make it easy.
To get to know your customers and deliver a story that really matters to them.
-- the more data the better and we can be more human.
You know beat beat humans and that's what I here's one that's what.
You know these little people that -- from these big companies want they want that big companies know them.
And care about them and it's possible now and is becoming even more possible with the tools that are coming.
Most successful companies using -- strategy from month.
Well that there's a lot of them then it -- -- really effective well I mean I like the way actually not that companies go to like the way -- -- of these political campaigns you restaurant deal the deal bombing you know that was so effective right.
But done their whole host of -- -- of companies -- is actually one company well New York Times does does a really good job of sending.
Per -- in emails and all plain text message.
Sometimes though I I have to admit I had subscribed -- a few there's.
You know all the contract company that kind of thing where they think that's not -- I like I like fab.
Fabulous time gas which since -- information you know they they send me pictures and email when I click on the link of the actual product might wanna -- -- the right to this site.
I like things like that they did something really cool where they -- -- of saying are we overloading your inbox if we are really sorry we don't want to do that.
And subscribe if you want to -- gave me the chance and subscribe.
So we have a -- talk about -- we'll have to bring you back and thank you so much for joining act you can check out -- website at and he conversations.
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