There has been a ruckus lately as Gmail has made it even more difficult to get emails through over the past couple of months.
Is email dead? Is it dying? Is there anything we can do to stop the bleeding?
Those are the kinds of things I’ve been hearing. The sky is falling again!
In addition to that, it seems most major email services go through periods where they get blocked or have deliverability issues with email hosts such as Gmail and others.
It’s pretty noticeable when you see a drop in open rates and clicks by 10% to 20% or more.
Luckily, these are usually short-lived as the email service tracks down the problem and gets back in the good graces to deliver their emails.
As usual the ‘death of email’ has been overblown. One of the benefits of long-term experience is that I’ve been through issues like this before.
Email is still king for small business profits.
“72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently.” – MarketingSherpa
So what can we do with all the email problems that regularly occur?
#1: Think about the long-term relationship instead of just individual transactions.
I constantly push my clients to get continuity in place in addition to any individual offers we’re running.
If the majority of your money is consistently coming in month-after-month, a bad email week doesn’t matter all that much. And there will likely be a few bad email weeks in the future!
#2: Ask for Engagement.
Think of email more as a dialogue instead of a monologue. Ask your subscribers for feedback. Get them to reply to your emails.
Those replies make it more likely your emails will get through, and of course you’re building on your relationships at the same time.
#3: Segment Your List.
As your list grows, you will produce better results segmenting by topics and interest. Segment out some of your best buyers and subscribers for a separate email directly to them.
Buyers buy. That’s what they do. And your email is more likely to get through to this audience in comparison to your big less interested list.
#4: Rerun Unopened Emails With a Different Subject Line.
Go into your email service and create a list of all those who didn’t open the important broadcast you sent out today. Perhaps you’re promoting an upcoming webinar or special.
Send the same or a slightly edited email with a new subject line tomorrow to all those who didn’t open the first one.
You’ll have a lower open rate than usual since you’re mailing a bunch of people who didn’t open yesterday, but you’ll end up reaching a lot of additional subscribers with only a few minutes of work.
#5: Clean Your List.
Recently I went through my list and deleted a bunch of subscribers who have been on my list for years but hadn’t opened a single email in over 6 months.
Yes, this meant a big drop in subscribers, but it also means I’ve eliminated those who weren’t opening emails anyway (and definitely weren’t buying). This helps your email reputation and is something most of my clients practice regularly.
#6: Use Autoresponder Alchemy
You can send out profitable emails…no matter what market you’re in or what you sell.
Not only will I show you the strategy and teach you step-by-step how to put together profitable email sequences, but I’ll hand you 80 of my own personal email templates you can model.
Knowing how to generate relationships and sales from email is what separates the winners from the losers online…