New Ways of Email Marketing According Larry Kim
In this post I going to have Larry Kim, the founder of WordStream, explaining about the Email Marketing, and he will share his knowledge on the new, and improved way to do email marketing.
What do he means by the new way of email marketing? Email marketing has been around us for about 15 or 20 years so far.
In this article we are talking about of less obvious ways of how him, both collect new emails, and run highly effective email marketing campaigns.
There are new ways of doing this, which be will be very exciting and interesting to all of you.
Today we’re talking about email marketing, that it’s actually, the most popular marketing channel used by businesses.
Eighty-seven percent of businesses use email marketing, and it’s more effective, than any other type of marketing, like PPC marketing or social marketing .
I think email marketing really is the king now.
Challenges as a Internet Marketer
There are millions of posts on Facebook and millions of tweets, all this stuff is happening right now, and basically the battle for people’s finite attention, is huge.
If you’re a marketer, you’re basically fighting other brands and people for your customers’ attention.
And this it is getting more and more noisy, so, what does that mean for email marketing?.
I think there’s some some challenges ahead here. I just wanted to share with you a few of them .
A lot of the emails, that companies are sending out in terms of their email marketing campaigns, are actually ending up in weird places.
The email effectiveness overall it seems to drop every time more an more, and it’s just because it’s so noisy and competitive .
One other things to add to the pile, there’s like increasingly complex regulations of all around, to whom you’re allowed to email, and how frequently, and treating their privacy policies, and other things like that .
Larry Kim Strategy
Larry was thinking how good would be if there was another way that you could make your email marketing works, like it did back in the golden days, when it was just your email and your top of mind, and you didn’t have to worry about all these things, and then generate so much engagement, like open rates and very low cost .
The answer is to look into this new emerging field of email-based pay-per-click marketing .
We will be talking about it today and specifically a technology called custom audiences.
Custom audiences it’s basically a really new addition to advertising technology. What you can do here with these emails is, that you can upload a list of emails directly into the social sites like Twitter and Facebook and search engine platform like Google ; and you can create custom tailored audiences and just upload the email lists, so people on your list and then, target ads to those specific people .
Now you might want to segment that list, maybe it’s like different segmentations, like people who have purchased recently, or people who put stuff into their shopping cart but didn’t complete the purchase, or it’s like a high-ticket value purchasers . The point is, you want to have a different email segmentations, upload them and then you can message to them directly when they’re checking their Facebook every day, or checking their Gmail or Facebook or their YouTube’s everyday, and that’s what is really quite powerful .
The good thing about social marketing, using emails is that these people who previously agreed to give us their email and their contact information, they’re familiar with our brand, and what you’ll fin, is that these people, that you’re going to market to, are something like three times more likely to engage with the content you’re promoting , than strangers who are not familiar with your brand.
Finally, when they do engage with your ads, that are targeted based of their emails, there are twice as likely to convert to a sale .
This just goes back to the old saying, about that your best customers come from people, who are your existing prospects and customers. This is definitely true of social media, and video ads that are targeted to emails .
Here is a big picture in terms of how profound this change is, in terms of ad targeting based on email addresses.
What are saying here is that this notion of people, based to pay per click marketing, it’s like the glorious email marketing back in the day, when it was so great, but if some way, it’s actually a lot better.
Larry’ Little Story
Larry give us an example how email-based identity paid advertising, using social media, can greatly open up new marketing strategies to success. This is about a little story about Google Plus and Gmail being of broken up, and it was a big deal because of being integrated and he discovered that they were now no longer integrated .
Larry blogged about this on his blog and tweeted on his Twitter, also he shared on his Facebook, but the point was, he wanted lots of people to hear about this, but not just anyone. He wanted influential people like journalists and industry gurus to see this news , that he had discovered , and he didn’t has everyone’s email.
He knew will take forever for him to email all of them, so what he did was, he just promoted the post in these social sites, not to everyone, but to sort of a curated list of 1,666 very influential people, who he likes, and he basically assembled a list of of “reporters” from Techcrunch ,Mashable, and all these similar places.
Larry had a list of people for Facebook and Twitter, and based on their emails, and identities and then, he promoted a post and within two hours he was showing up on Marketing Land .
He was trying to get the marketing news out to specific individuals, just like how you would using email marketing, but he was able to do this using a paid promoted post on Facebook and Twitter instead.
He actually did a lot better, so remember that was like sixteen hundred names on those list and lots of other reporters and other publications .
A few days later the story was in Entropy and Gizmodo, and then it was on over 500 national and international news networks like the Business Insider, Washington Post, Wall Street Journal, Cnet, etc, etc.
This is a true story you can google it like Larry King google+ and gmail. You’ll see all the different press pickups. He was telling us what was so leverage about this is that he got all this value 500 press pickups massive brand exposure for him and hundred thousand site visitors to his site, at a total cost of fifty dollars .
I hope you can see here a sense of how important is promoting content and offers to specific individuals, rather than less specific audiences.
And is even cheaper, the reason why this was so cheap was, because his list size was only a thousand journalists. The point here is just merely say, that all this pitching that he did was using email marketing , and you should consider using too, by paid advertising targeted by emails.
How do you generate a list of emails to market to? In the case in the example that he gave us, he just did it manually, searching through the internet, and trying to figure out people’s emails and their social IDs.
If you wanted to build up a huge list of like 10,000 or hundred thousand names of people to market to ,there’s all sorts of new ad formats such as the Facebook social direct response ad format, where a user click on a form to type all their information email address, and then they just hit the subscribe button, and all that information will be transmitted to us automatically.
This is a really very cheap and effective way to build up your list from scratch .Twitter has basically the same thing is called a lead generation card format, and also exist in YouTube and Gmail and AdWords.
I hope this post was helpful and I think you should be doing email marketing, the organic regular email marketing but it would be smart to think about ways to leverage all these new advertising technologies like the lead generation format to dramatically grow the size of your lists and then using all the innovations and technologies for targeting ads based on email addresses.