I know what the guru said. I know, I know. You paid him $750 for that online course about growing your email list by 5000% and he told you that you HAD to setup an email funnel. Well, guess what, he was right. Yes! I am agreeing with a guru! BUT, there is a caveat to this. While email funnels are the right way to go, the email funnels everyone has been setting up are NOT. You really do need to chill out with the emails, for the love of God, stop with the email funnels already!
The Purpose of Email Funnels
The purpose of email funnels is to start the process of building a relationship with this new person. You did the work to woo the person into joining your email funnel. They wanted your download or access to your free course, and now you have captured their email address. Let the email funnel process begins. The first email is confirmation that they now have access to whatever piece of information they were promised. And maybe the next day, you send them a ‘getting to know me’ email, that introduces you and your company. Awesome, you’re cooking with hot grease now. But then, you start to get email happy. And later that day you send them another email selling your e-book. And that night you send them an email at 11:43pm telling them about your next webinar. By the time they get off work the next day at 5pm, they’ve received eight additional emails from you.
It Happend to Me!
If they’re anything like me, the immediately go to the bottom of that email and hit the unsubscribe button as quickly and as hard as they can. Good grief, enough with the emails already! This is exactly what happened to me. I succumbed to the incessant Instagram ads for a website called Mentor Box. They were having a 3-day free trial, so I thought I’d sign up to see what they had to offer. Since I love to read, I thought this would be the perfect subscription service for me.
I won’t review their service, because that’s not the subject of this blog. If you’d like to know what I thought of the service, feel free to email me. But, what I can tell you is, within 36 hours of signing up for the service I had received — ready for this — 10 EMAILS! Yes, I received 10 emails from them within a day and a half of signing up. I mean they just kept coming and wouldn’t stop. It was unnecessary. Not to mention the sign-up process took way longer than it should because, it made me opt-in or opt-out of about six other products. That’s a blog post for another day.
Long story short, they emailed themselves right out of a sale from me.
What You’re Doing Wrong
- You Email Too Much – I am aware that email marketing is coming back and more people are opting into email lists. This is exciting I’m sure. But, you can easily cut off your nose despite your face if your email funnel bugs your subscribers too much.
- You Tell Me Everything – Because you feel you must send me fifty-seven-eleven-hundred emails (yes, I know that’s not a number, I’m being dramatic), you fill these incessant emails with everything you could possibly think. You tell me about your dog and how he comes to the office with you. And about every e-book you have available. You tell me about the recasts of your webinars; and then remind me every hour, that registration is closing on one thing or another. It’s all just too much!
- Your Emails Look Horrible – Every email you send me looks like a five year old designed it. Ok, maybe I’m being a bit too harsh, but I feel this is necessary. You are a business, correct? Use your brand colors and nothing else. Check the spacing of paragraphs and bullet points. Don’t write tons of text, make the content easily scannable. Pay attention to the look and feel. Ask yourself, does this look professional? If the answer is no, try again or get some help.
How to Do It Right
- Limit Your Emails – Limit the number of emails you send to your list. If this means your email funnel only includes four emails over a three week period, than so be it. Don’t annoy your list with too many emails.
- Tell Me Something I Care About – This is when list segmentation comes in handy. I’m a huge proponent of cross-promotion, but in the beginning, only send me emails that relate to the reason I signed up. If I signed up to receive your e-book on getting six-pack abs, don’t all of a sudden start sending me content on your Brazilian butt video series. Sure, you can tell me about this. But have you told me all I need to know about my abs? I’m sure I don’t have the six-pack I want, after a week. Stay focused and then, after you’ve cultivated the relationship begin to cross-promote.
- Pick Your Battles – If you have several (hundred) products, pick only those you want to really promote. Don’t try to sell me everything under the sun. This goes back to limiting your emails and segmenting your list.
- Stop at Three Reminders – Yes, I need reminders. No, I do not need reminders every hour, on the hour. If you are reminding your list about a webinar they signed up for, send them a reminder three days before, the night before and two hours before. That’s it! You can switch up that timing if you like, but you may NOT add additional emails.
- Use Professional Looking Designs – I cannot stress this enough. It is human nature to judge something based on how it looks. And your emails are no different. Your list subscribers are judging you on how your emails look. If they look messy and are difficult to follow, they won’t get read. Clean up the look and feel of your emails. Research designs for high performing emails.
- Run a Test Email Before Sending – And probably most important, test your email funnels before launching them. Join your own list and see how it feels to be a subscriber. Sit in your customers seat and see if it is an enjoyable ride. If not, make changes.
The morale of the story is, we all have email coming through to our phones. Incessant, gaudy, scatter-topic emails are annoying to most people. Clean up those email funnels and watch your open, click-through and engagement rates skyrocket!