51ÊÓƵ

One of the easiest, most profitable, and overlooked marketing options is email.

The 51ÊÓƵ E-commerce Show hosts Jesse and Richie are joined today by Eddie Standerfer — Lifecycle Marketing Director and Email Marketing Guru at 51ÊÓƵ.

51ÊÓƵ now has a complete integration with one of the most powerful and easy ³Ù´ÇÌýuse email marketing platforms in the world, Mailchimp!

A few months back, Tim and Jesse did a pod on the 51ÊÓƵ native Automated Email capability. This is still relevant and worthwhile ³Ù´ÇÌýuse the native email functionality.

Today we will focus on the Mailchimp integration. Great design capabilities, segmenting, revenue tracking, single platform, other integrated marketing options.

Show Notes:

• Target customer data
• Behavioral data
• Automate welcome series
• Abandoned cart
• Browse retargeting
• Content
• Newsletters, promotions, top sellers, most popular
• A/B tests
• Reporting
• Three easy steps, full integration
• Customer data, order data
• Full product catalog

Transcript:

Jesse: Happy Friday!

Richard: That day again, they come quickly these days.

Jesse: We’ve now recorded a couple of days in a row. For everybody out there, we’ll get these pumped out, and hopefully, you can listen ³Ù´ÇÌýthese in rapid-fire and kind of get your business going. Today we’re actually talking about a subject we have talked about before. We’ve talked about email marketing before. I think the reason we’re talking about again is people overlook it all the time.

It’s like one of the easiest things ³Ù´ÇÌýdo. And people want ³Ù´ÇÌýdo the harder stuff, the like the Whiz-Bang, fancy, fancy new ads and stuff like that. But everybody has an email address. Everybody gets an email.

Richard: I was going ³Ù´ÇÌýsay, look, even though I know this reference is going ³Ù´ÇÌýkind of hit you in the heart a little bit because it’s coming from one of your competitors. I don’t mean e-commerce competitors. I mean football competitors. So you’re from Minnesota. People haven’t known by now. And I’m going ³Ù´ÇÌýquote Vince Lombardi. And he used ³Ù´ÇÌýcome ³Ù´ÇÌýpractice every single week and hold a football and say: “Gentlemen, this is a football.”

And part of why I’m bringing it up like that is it’s literally one of the fastest ways once you build a list for you ³Ù´ÇÌýget revenue for your business. We could probably even talk about it more, even though we just did. We could talk about it for a long time. There are a lot of things you can do with email marketing. We’re going ³Ù´ÇÌýbring on someone from 51ÊÓƵ. And you guys did a new integration that I think we mentioned it a little while back. We just didn’t get in detail. But yeah, and it’s specifically around email marketing.

Jesse: All right. Well, with that, let’s bring in on special guest Eddie Standerfer. Eddie, how are you guys doing?

Eddie: Well, yes, Friday, first time color, as they would say back in the olden days. And just excited ³Ù´ÇÌýtalk about some email marketing today.

Jesse: Yeah, awesome. Well, now, Eddie, you’re actually a new employee. How long have you been on board with now?

Eddie: Oh, one month approximately, maybe a couple of days. Well, as an official 51ÊÓƵ team.

Jesse: All right. We got you unofficially now. You were on as a contractor there for a bit. And the reason we wanted ³Ù´ÇÌýbring you on today is you’re actually what is your title, Lifecycle Marketing director? For people who are like, what? What the heck is that? That’s you’re our email marketing guru.

Eddie: It’s funny because I said my title ³Ù´ÇÌýsomebody last week or a couple of weeks ago and they said that’s a total California title. I think they must have thought that I said lifestyle marketing director. I was thinking about why anybody would say that. But yeah. Life-cycle marketing director, basically what I do is I put people into groups that have the same sort of attributes and behaviors, and I try ³Ù´ÇÌýmove those people from one group ³Ù´ÇÌýanother group. So the goal is ³Ù´ÇÌýget these people ³Ù´ÇÌýmove ³Ù´ÇÌýanother group. And the way I do that. For example, let’s say you have somebody that is. The easiest one would be a new sign up or a new registrant. And they haven’t made a purchase. Well, what I want ³Ù´ÇÌýdo is I want ³Ù´ÇÌýmove these people out of that group and put them into the group that is a new sign up, made a purchase. Now, if they don’t make a purchase, then they go into a mature user and haven’t made a purchase. So the idea is seamless movement between groups, and that’s what I do. And so within each one of those groups ³Ù´ÇÌýtry ³Ù´ÇÌýreach the goals, the most important and most impactful tool that I use is email ³Ù´ÇÌýcommunicate with those people and basically try ³Ù´ÇÌýget them ³Ù´ÇÌýmake purchases at the end of the day.

Jesse: Yeah. So for all the 51ÊÓƵ listeners now, if you’ve been on the while, Eddie didn’t send those emails, but if you sign up for a new account, you’re going ³Ù´ÇÌýsee Eddie’s magic. You’re going ³Ù´ÇÌýnotice that all these emails. The segments kind of come from you. They weren’t necessarily written off by you. But the strategy and where people are in the funnel. I use the funnel word. Then and you get emails based on what we think you’ll want ³Ù´ÇÌýsee at that time. Send your complaints ³Ù´ÇÌýEddie. (laughing)

Richard: By watching what he’s doing, they’re going ³Ù´ÇÌýprobably feel compelled ³Ù´ÇÌýmove ³Ù´ÇÌýdo something new.

Jesse: Exactly. Like what does 51ÊÓƵ want me ³Ù´ÇÌýdo now? OK, I see this call ³Ù´ÇÌýaction on the bottom. I’m going ³Ù´ÇÌýdo it. Give Eddie a click.

Eddie: Give it a couple of months though. Just give it a couple of months, OK.

Richard: It reminds me of Stephen from the Amazon guy. We’ve said it many times in slightly different ways. But you’ve got ³Ù´ÇÌýget a customer; you’ve got ³Ù´ÇÌýget them ³Ù´ÇÌýcome back, you’ve got ³Ù´ÇÌýget them ³Ù´ÇÌýbuy more often.

And you’re trying ³Ù´ÇÌýraise their card value, too. So in some way, shape, or form, that’s just another way that you’re you’re potentially using email. Is that correct, Eddie?

Eddie: Oh, yeah, for sure. Email is the best conversion tool that I use. So, you know, it’s the job of people like Jesse ³Ù´ÇÌýget people ³Ù´ÇÌýsort of in the door once they’ve given us their email address, and we have that email address. Then the idea is you immediately send them an email because they’re really engaged. Then they’re interested in whatever it is that you’re doing. So send them that email and try ³Ù´ÇÌýget them ³Ù´ÇÌýconvert. And then once they’ve converted, the more information that you have about them, the better-targeted emails you can send. And that just keeps them coming around, keeps them flying over and over again. So, you know, it’s about retention. At the end of the day, it’s about acquisition and retention. And that’s what it aims for.

Jesse: Yeah, well, I mean, you guys probably if you’ve seen it in the title at this point, we have a new integration with Mailchimp, so spoiler. By the way, I have used Mailchimp. We use it at 51ÊÓƵ. We use it. I’ve used it on various different businesses. It’s basically the leading email service provider out there. And in general, I think it’s awesome, and we have great integration with it. So and now we have the knowledge here from Eddie for the listeners out there, how do you use Mailchimp ³Ù´ÇÌýstart building the business? So, I mean, that’s kind of what this part is about. Like how can we use Mailchimp? I do want ³Ù´ÇÌýtouch. So if for the regular listeners of the pod, like probably a couple of months ago, we did a podcast about automated email capabilities ³Ù´ÇÌýbe released from 51ÊÓƵ. That’s still relevant. It’s still good. It works. It’s a very specific set of emails, though. It’s generally just triggered emails. It’s not a full-on tool like Mailchimp; it has way more functionality. We’re probably easier ³Ù´ÇÌýdesign. And so anyway, if you guys set up those emails before, this is not like, oh, stop that and do this. They’re definitely going ³Ù´ÇÌýwork for you. But Mailchimp is sort of an upper level. It’s the next level for email marketing. So anyway, I feel like I got my disclaimer out of the way for everybody. I did not lie ³Ù´ÇÌýyou a couple of months ago. Those were awesome features. This is just an upper level, and it’s a third party. So anyway, let’s get into it. Eddie here. Where can we start with Mailchimp? What should people know about ³Ù´ÇÌýget started?

Eddie: I would say a couple of things, it is very easy ³Ù´ÇÌýuse, and it’s very powerful. It has a lot of very nice features that allow you ³Ù´ÇÌýdo things that are most important in email marketing. The number one thing, I guess, would be targeting. It has a very nice segmentation feature that allows you ³Ù´ÇÌýdo just simple segmentation and then more advanced segmentation with nested and/or statements. So that’s where I start off, just having that, getting those email addresses in there. And then figuring out, hey, do I want ³Ù´ÇÌýsegment certain people? Do I just want ³Ù´ÇÌýsend an email ³Ù´ÇÌýeverybody on my list? Something is always going ³Ù´ÇÌýbe better than nothing. And so just the first thing you do is you use ³Ù´ÇÌýset up your list, and then you go from there.

Jesse: Yeah. And I’ll give an example of that if people are wondering, like, what the heck is a nested email, blah, blah, blah, like — so technical talks. I’ll give you a very easy example. I’m going ³Ù´ÇÌýsend a coupon for 10 percent off ³Ù´ÇÌýmy entire list because I have some bills ³Ù´ÇÌýpay, and I need some money. But all the people on my list that just bought in the past two weeks, I don’t want ³Ù´ÇÌýsend them this email because they’re going ³Ù´ÇÌýsay, hey, can I get that 10 percent off and you’re going ³Ù´ÇÌýbe doing a bunch of refunds. Nobody likes ³Ù´ÇÌýdo refunds. So, for instance, you can say, I want ³Ù´ÇÌýsend ³Ù´ÇÌýeverybody minus people that bought in the past couple of weeks. Or maybe you want ³Ù´ÇÌýhave any demographic’s information. And people that bought this product, all the data that’s in your store is now in Mailchimp, and you can use it and slice and dice it. I’m breaking it down into a different language. You can slice and dice data in so many different ways ³Ù´ÇÌýsend the perfect email ³Ù´ÇÌýpeople. So that’s awesome.

Richard: So a quick question about that. I guess it doesn’t have ³Ù´ÇÌýbe a yes, but just wondering, is it different, is it any different than Google Analytics? So like if somebody set up Google Analytics today, they can’t go back and get data from yesterday or the day before because it wasn’t set up yet. Is there a way, or is there past data that was inside of their 51ÊÓƵ account that Mailchimp still now has access ³Ù´ÇÌýthat? Or is it only moving forward? Either way, it’s a win if they’re getting it, integrated, moving forward. But it does it have any access ³Ù´ÇÌýpast data, or is it just moving forward once they set it up?

Jesse: This is that good point on the pod, Richie, where I defer ³Ù´ÇÌýEddie on this one because I don’t know the answer.

Eddie: Yeah, so it does have past data, actually. So it has order data and abandoned cart data and obviously, all the email addresses that you have collected before. And that’s awesome. It probably even has revenue data, but I guess maybe I shouldn’t have said that. I’m not worried about that. But if it has data, then I guess it does. Yeah.

Richard: Well, either way, just getting some of that other information is fantastic because it’s one of the things I try ³Ù´ÇÌýtell people early on when it comes ³Ù´ÇÌýanalytics on their site. It’s hard ³Ù´ÇÌýgo back and collect data from the past that you weren’t collecting. But sounds like no matter what, it’s going ³Ù´ÇÌýhave access ³Ù´ÇÌýsome data. And so it’s not even though they’re going ³Ù´ÇÌýbe starting from scratch, it’s still going ³Ù´ÇÌýhave some form of logic or wisdom in there that it’s going ³Ù´ÇÌýhelp with future emails. What about collecting emails in general? Do they have the capability ³Ù´ÇÌýdo pop-ups or collect email within Mailchimp, or do you have ³Ù´ÇÌýhave a separate service?

Eddie: Yeah, so they have they definitely have a pop-up builder in Mailchimp and yeah, just it’s very simple. You design it, you put a little bit of code into your website, and then from then on, people come ³Ù´ÇÌýyour website, they put their email address in, and boom, it’s right in the Mailchimp. So you can start sending them, sending them the emails right away.

Jesse: And everybody loves pop-ups, so, yeah, I just know we’ve talked about some other things, other podcasts too. But adding a pop up with some sort of rules ³Ù´ÇÌýyour site where if you’re going ³Ù´ÇÌýoffer something up, if you have something ³Ù´ÇÌýoffer people some content, if you think they would like. Even if you have ³Ù´ÇÌýoffer up a coupon, do it because you’re starting ³Ù´ÇÌýbuild that email list, which is going ³Ù´ÇÌýbe super important down the road. So, yes, you do not need a separate pop up provider; Mailchimp includes that, and I believe there’s a bunch of different options, it’s not just one type. Cool. So now one thing we talked about is gathering the emails right now; I’m going ³Ù´ÇÌýskip ahead a little bit here, Eddie. So one of the main reasons you’re gathering the emails is so you can send emails ³Ù´ÇÌýpeople. Right. So let’s talk about it. You’re not getting these emails just for fun. People like you, you’re going ³Ù´ÇÌýbe sending this at some point. So let’s give us some examples of what type of emails you’re sending people.

Eddie: Yes. So many emails. The most important emails I feel are automated emails. So you have the welcome series. That’s when people initially come ³Ù´ÇÌýyour site. They are the most engaged. They’re actually expecting an email from you immediately with an offer. It is one of the easily one of the most open and engaged with emails that you’re going ³Ù´ÇÌýsend. The other ones that are automated are definitely lower funnel emails, which worked really well and in email. We all know what that is. Somebody put products into their carts. They got distracted, they wanted ³Ù´ÇÌýgo shop on other sites, they left. Send them that abandoned card email. Now, this is all included in Mailchimp works really, really well. And then, you also have browser retargeting email.

Jesse: Now, before we go into the browser retargeting, I want ³Ù´ÇÌýgo back ³Ù´ÇÌýthat welcome email. This is probably coming back ³Ù´ÇÌýthat pop-up, right. Like they saw pop up. It says, hey if you sign up right now, you get tips, tricks, 10 percent off, whatever. When you say, is this a welcome email or a welcome series, or what would you recommend? A new person listening, saying, all right, I’m going ³Ù´ÇÌýset up that pop-up, and I’m going ³Ù´ÇÌýset up a welcome. Would you recommend a welcome series? A welcome email? Like what? What would be a how could somebody start with this right away?

Eddie: Right. Well, so the first thing is, is you’re always going ³Ù´ÇÌýsend that welcome email, the first email, obviously. The welcome series, it depends. It depends on do you have a lot of information that maybe you need ³Ù´ÇÌýshare ³Ù´ÇÌýget out and let this person know about your company, about your products, and most of the time, you do. I would say that most of the time, you would want ³Ù´ÇÌýdo the series, but you should definitely, even if you don’t have the content for that series at the beginning, you should definitely start right off the bat with the welcome email.

Richard: Both you guys bring up good points and kind of touch on both of them. Real quick. Here is it really depends on your product and what’s going on. If some people might be a lot of information, they need ³Ù´ÇÌýconsume before they even buy your product. You might have you might be in a WordPress blog. They’re learning about a particular thing. You get their email in the beginning. And now this series might just be educational or showing other people using it ³Ù´ÇÌýget people fired up ³Ù´ÇÌýthen maybe make this bigger purchase, that you say they need ³Ù´ÇÌýlearn more and it’s a big price. And then the other side, it could be a welcome email series or at least just one welcome email where you just bought something, and you’re basically saying, hey, thank you for the purchase. This is what you should expect it should be and maybe not get into the length of time till they get it. Or get into the length of time how long they get it. But it really depends. I hear from you, Eddie, on what it is you’re doing and the type of product you’re selling. And do they need ³Ù´ÇÌýbe informed more, or is this a point of purchase thing that you’re really just letting them know what ³Ù´ÇÌýexpect moving forward, like an indoctrination series or something?

Eddie: Yeah, so definitely correct as far as different products and different companies are going ³Ù´ÇÌýhave different needs as far as do you do, I need ³Ù´ÇÌýsend one welcome in our welcome series. I think one of the emails that you were talking about, which is more like a thank you email that was sent after somebody makes their first purchase. So that’s more of they bought something now. Now we’re going ³Ù´ÇÌýsay, oh, my God, thank you. You’re so great. And that’s a really good email ³Ù´ÇÌýsend as well, which is a little bit different than the Welcome email series. But all of them are very good, timely, and relevant emails ³Ù´ÇÌýsend.

Jesse: Yeah, that was helpful. I just wanted people ³Ù´ÇÌýstart thinking about what would their first email be from. If somebody clicked on pop up, what would it be? And for some people, that might just be one. Some people might be a series. So trying ³Ù´ÇÌýget their mind turning here and what could it be? So let’s come back ³Ù´ÇÌýthat. We talk about abandoned carts. Yeah, we all know that. That’s also that’s been around a long time. But browser retargeting. Tell me about that. I haven’t heard of that before. Give us some more info.

Eddie: Ok, so what browser targeting is. Somebody comes on your site, and they look at a product, they go into the product detail page, let’s say. And so what you do is that you send them an email based on whatever product they’re looking at. Now, you obviously don’t want ³Ù´ÇÌýsend; there’s a couple of things. Unlike an abandoned cart of email where you send it pretty much an hour after the abandoned cart, you don’t want ³Ù´ÇÌýsend a Browse retargeting email that quickly because you don’t want ³Ù´ÇÌýseem like a creeper or something. I think that’s really the reason for it. So you basically give them twenty-four hours, and then you send them an email. I think it works really well, actually. If you send them an email with a big picture of that product that they were looking at, that they were thirsting over just the night before, and now you’re hitting it, hitting them with it again. And they can see it, and maybe you put an offer in there as well. AIt’s a really effective email because, again, it’s more like a one on one communication. This person looked at a product, and now we just remind them about, hey, this is a great product that you were looking at just the other night.

Jesse: Yeah, perfect. I mean, as we talked a lot on different paths about the importance of getting people ³Ù´ÇÌýyour website, and that’s expensive, you’ve already gotten somebody ³Ù´ÇÌýyour website, and they’re looking at something, this is one of your most valuable prospects. So, hey, this is another way ³Ù´ÇÌýget in front of them.

Richard: Yeah. What’s the conversion rate right now? Somewhere between one and three percent, people convert. You spend all the money ³Ù´ÇÌýget one hundred people there. One ³Ù´ÇÌýthree people bought. They came some for some reason, the first time you might as well be trying ³Ù´ÇÌýretarget those ninety-nines ³Ù´ÇÌýninety-seven percent of the others for sure; it’s all part of the process here.

Jesse: Like you got ³Ù´ÇÌýkeep doing all these, all these steps here. Let’s move on to, you know, like for people that are getting started; you do emails all the time. So for you, you have a bunch of ideas like here’s what we should put in the emails for somebody that’s just getting started with their business, a little gun shy on set emails. What’s what kind of content should they be content should be putting out?

Eddie: It depends if they want ³Ù´ÇÌýmake an offer. An offer is going ³Ù´ÇÌýconvert more than anything else you can do it; it’s a little sad ³Ù´ÇÌýsay, people just don’t want ³Ù´ÇÌýpay full price. But when they get an offer, if you put an offer in your email and say you were ³Ù´ÇÌýtest that against the same exact email without an offer, I can promise you that the one with the offer would have a significantly higher conversion rate. So that’s the first part of the content that you should consider. Also, make sure that you have really good imagery; people are about pictures and headlines. So pictures, headlines, and talk about your most popular products, new arrivals. People are always interested in that and things like that just ³Ù´ÇÌýget the engagement and that sort of that whole of wanting ³Ù´ÇÌýconvert. That’s what I would put in there. Also, you could put in things about just your company in general, let people get ³Ù´ÇÌýknow you, and why do you exist? And just what you’re about.

Jesse: Makes perfect sense. And with Mailchimp, right, so the reason we’re doing this one is we have integration. So if you want ³Ù´ÇÌýtalk about your top products, your new products, it’s very easy because Mailchimp is now connected ³Ù´ÇÌýyour store. So you can pull in that product. It’s going ³Ù´ÇÌýlink ³Ù´ÇÌýit. It’s going ³Ù´ÇÌýbe it’s pretty slick, actually. If you were using Mailchimp without the integration, you could do all this stuff, but you’ve got ³Ù´ÇÌýknow a little bit of the code, a lot of cutting and pasting. This links directly ³Ù´ÇÌýyour store. Let’s say you want ³Ù´ÇÌýdo a YouTube video that says this is what my store is all about and wave at the camera. You can put that very, very easily in the email as well.

Eddie: Yeah, it’s real quick too. It is really quick, so I connected my store ³Ù´ÇÌýMailchimp, went in, did an email, created an email template, just drag and drop over here recommended products, threw that into the email template, and boom. All the pictures of my products were right there in the email. So literally seconds with the integration. Nice.

Richard: Yeah, there is a good point you made at the beginning of all that right there, that there’s just something ³Ù´ÇÌýbe said about making an offer to. There are all kinds of things we could communicate. And, of course, they should know like and trust you and all that stuff, like, no doubt about it. But there’s something ³Ù´ÇÌýbe said about, if you’re trying ³Ù´ÇÌýsell a car, putting a sign that says car for sale, you got ³Ù´ÇÌýlet people know they get so many things all the time. And emails just sometimes just get straight ³Ù´ÇÌýthe point and say, here’s an offer for you and people will buy.

Eddie: Yeah, 100 percent agree with that a lot of times, you don’t necessarily have ³Ù´ÇÌýmake an offer every time, but an offer will convert better. So it is definitely something ³Ù´ÇÌýthink about. If you have the margins for it and I’m sure you can figure that out, you should definitely put an offer in there that will get them ³Ù´ÇÌýpurchase that first time. And then it’s all about getting people ³Ù´ÇÌýlike your product. Once they like your product, then they’ll just keep coming back for more.

Richard: So there’s a part of me that almost feels like it’s so easy ³Ù´ÇÌýset up and the integrations are so intricate that it really just comes down ³Ù´ÇÌýjust thinking, what do you really want ³Ù´ÇÌýsay? So it’s almost more like people who are here in this. They should mostly be focusing on what would be the conversations that you would have with your customer at different points in the process. And what are the words that you would use? So basically, focusing on the copy more. I’m going ³Ù´ÇÌýhave ³Ù´ÇÌýfigure all this stuff out. And how am I going ³Ù´ÇÌýconnect ³Ù´ÇÌý51ÊÓƵ — that part is going ³Ù´ÇÌýbe pretty easy and straightforward. There’s going ³Ù´ÇÌýbe some dropdowns in a couple of things you need ³Ù´ÇÌýdo, but it’s really more just thinking out. If I were ³Ù´ÇÌýbe having one on one conversations with these people, but now I don’t have ³Ù´ÇÌýdo one on one conversations with these people, what would that actually sound like? And just kind of writing out all that copy for these various things. Someone left your site and this abandoned cart. What would you actually say? Someone came ³Ù´ÇÌýyour site for the first time. What would you actually say? So really just almost going, hey, let’s just get this started, get this hooked up, and kind of focus more on those conversations and write down the copy. It’s not really that complicated, it sounds like, with this new integration.

Eddie: Yeah, 100 percent in writing the copy, ³Ù´ÇÌýme, it’s the fun part, you get ³Ù´ÇÌýbe sort of like a big-time, I don’t know, advertising executive, you’re making money. They’re making mini advertisements and sending them out ³Ù´ÇÌýpeople. So, yeah, the part about the backend part about the whole hook up and all that stuff, I mean, it’s literally seconds three, three easy steps in it, and it’s done. And then you can just focus on the cool part of the big headlines, the cool imagery that you want ³Ù´ÇÌýput in there, working on your color schemes and things like this. So that’s a lot. That’s the fun part.

Richard: So that actually brings another question up. Is there a way for people who maybe they’re a little paranoid, like, oh, my gosh, did I write that right? Can they write two different versions of something and maybe test things out and see how different copy works?

Eddie: Yeah, for sure. One of the most important things that you were going ³Ù´ÇÌýwrite when you’re talking about email marketing is the subject line because it’s a numbers game. If they don’t open your email, then you have no chance of converting them. So one of the things that you can do with Mailchimp is you can a/b test your subject lines. Create two different versions of the subject line, send it ³Ù´ÇÌý20 percent of your audience, and then the winner will get sent ³Ù´ÇÌýthe other 80 percent. And so you can test subject lines, you can test content as well. So, yeah, it’s in all that functionality built right in there. It’s very important.

Jesse: Awesome, so you can be creative and then if you don’t trust your creativity, you can be like, all right, well, why don’t I just do one super creative headline and then one that’s a little more down the middle and let’s see which one works better. Like that. All right, so we also talked about connecting your store and for the reporting angle. Let’s say I send five different emails, right? Can I look back and see which one worked better? Is that all integrated into Mailchimp?

Eddie: Oh, yes. One hundred percent of the relevant statistics that you’re going ³Ù´ÇÌýlook at. You’re going ³Ù´ÇÌýlook at an open percentage. You’re going ³Ù´ÇÌýlook at click ³Ù´ÇÌýopen, which is kind of telling you how is your content doing, the people that open it, what percentage of those people are clicking? And then, of course, the most important thing that you’re going ³Ù´ÇÌýwant ³Ù´ÇÌýsee is your conversion rate, because that’s going ³Ù´ÇÌýobviously be the deciding factor on how your email is performing. Is it getting the job done? Is that conversion rate and also revenue? How much revenue is your email bringing in and all? That’s all that’s right there. It’s really nice.

Jesse: OK, awesome. All right. So we talked a little bit about all this stuff is available because there’s an integration with Mailchimp. How do you do it? What’s the cliff notes here for people listening?

Eddie: So this is going ³Ù´ÇÌýbe the shortest cliff notes ever; cliff notes are supposed ³Ù´ÇÌýbe short. So this is going ³Ù´ÇÌýbe really, really short. So basically, what you do is you set up a Mailchimp account, and that is easy ³Ù´ÇÌýdo. All you do is you put it in your email address, and you put in a password. OK, and then after that, you go into your 51ÊÓƵ dashboard, and it is three easy steps. That’s it, I swear. And you have full integration. Then you are just going ³Ù´ÇÌýMailchimp. What I did when in the Mailchimp. I’m like, wow, OK, everything’s there.

Jesse: That’s awesome for people that have tried ³Ù´ÇÌýdo this on their own, like having the product data; having all these integrations is going ³Ù´ÇÌýbe way, way easier than using some other. Or if you used Mailchimp in the past, this is all fully integrated, so super easy. Now, we talked mostly about Mailchimp today as an email service provider. There’s so much more you can do with it, actually, like each of these emails, if you send an email, you can do it as a social post at the same time. So you send the email, you can have it go on Facebook, Instagram, Twitter, you can send postcards, you can do all sorts of stuff like it’s an integrated marketing platform. We definitely focused on email today because it’s probably the easiest way ³Ù´ÇÌýmarket and most underappreciated. What else can we leave our listeners with here? Give us your best tips.

Eddie: Oh, my goodness, putting you on the spot here. Just send an email every single day. Don’t worry about spam, don’t worry about anything. I promise you; you’ll end up getting more money. That’s my tip.

Jesse: I love it. I mean, yeah, you’re an email guy. Send emails. You’ll make money.

Richard: To your point, though, I want ³Ù´ÇÌýclarify your tip. And I don’t know the answer, but I would assume that it doesn’t necessarily mean make an offer every single day. To send an email every day, sometimes about what’s going on in the company, sometimes about something that’s going on in the world. Then it’s an offer right then. And I don’t know the exact number. This is where testing comes in. Get ³Ù´ÇÌýknow your customers. But just if you send an email every day and you mix it up, and you keep it interesting, so it’s not just the same email every day, that’s when you’re probably going ³Ù´ÇÌýyou’ll be making more money. Is that correct? Is that kind of where you’re coming from?

Eddie: Yeah, correct, but I’m just saying, if you’re going ³Ù´ÇÌýdefault one way or the other between, you know, you’re just not sure, should I send one email, which I send an email a day? The more emails you send you end up getting, you just end up making more money. And the thing is, is that you don’t have ³Ù´ÇÌýworry so much about this. You do want ³Ù´ÇÌýchange it a bit, and you want ³Ù´ÇÌýkeep things interesting for them. But I think it’s not as much as people think because. Not everybody opens the emails, if you’re doing well, 15 ³Ù´ÇÌý20 percent or opening your 15 ³Ù´ÇÌý20 percent of people are opening your emails on a daily basis. So they’re not going ³Ù´ÇÌýsee every one of them. And so that’s just the tip. There’re so many tips that we’ve already talked about with automation and things like that. But that’s just the thing that came up off the top of my head. And I know it’s true just from years of experience.

Jesse: Yeah, I think a lot of times people, when I talk ³Ù´ÇÌýnew e-commerce merchants, they’re very afraid of sending emails. Oh, man, people aren’t going ³Ù´ÇÌýlike this. I’m going ³Ù´ÇÌýbe a spammer. I don’t like emails. But you probably get an email from Home Depot every single day, and it’s not a bad thing ³Ù´ÇÌýsend emails. I think that’s what I want ³Ù´ÇÌýencourage people as well. Send emails, it works, and if people don’t like it, they will unsubscribe. Don’t worry about a few. You are going ³Ù´ÇÌýget some; you’re going ³Ù´ÇÌýget some nasty grams every now and then like people like what do you do. And blah blah. You got ³Ù´ÇÌýkind of brush that off. You’re fine with the big voice. Don’t be afraid of a couple of bad comments that you’re going ³Ù´ÇÌýget.

Eddie: So, yeah, the funny thing is, since when Gmail went ³Ù´ÇÌýthat whole Promotions type thing, people thought, oh, this is bad for email. But it turns out that it’s actually really good because what you have now is you just have people this is like their folder where they’re going ³Ù´ÇÌýget emails from all the brands that they like. And it’s just organized here. And so they don’t mind that. You know that you know that that if if you start sending more and more emails, because that whole folder is full of emails, that used ³Ù´ÇÌýbe that the emails were mixed in with the other stuff. You had a hard time finding things. Now it’s just like you have a place ³Ù´ÇÌýgo and you can just go down and look at, oh, look at this is the email that my favorite brand sent Tuesday. This is the one on Wednesday. This Thursday. Yeah, and they won’t open them all, and they’re not going ³Ù´ÇÌýlike they’re not going ³Ù´ÇÌýbe mad at you, and then they’re going ³Ù´ÇÌýlook they will probably look for the coupons.

Jesse: You don’t want ³Ù´ÇÌýsend an offer on everyone because it cheapens you a little bit, but they don’t look for the coupons. And when they find them, they will buy it. And you give away a little bit of margin, but you get the sale ³Ù´ÇÌýit’s a trade-off that that’s just part of the game. So. All right, Richie, any last thoughts here or just get out there ³Ù´ÇÌýsend some email? What do you think?

Richard: Yeah, I mean, I would just add one thing now that we heard that through, and Eddie made a good point there. I would say go back ³Ù´ÇÌýyour promotions tab and just look at what other brands are doing. Look at some of their copy and know that you don’t have ³Ù´ÇÌýreally think all the logic through with this new integration. And so just study their copy, see what’s worked for you, and learn from what others are doing. Just get out, get this set up, and start sending emails.

Jesse: All right, it makes sense ³Ù´ÇÌýme. Thank you.

Eddie: Everybody copies everybody. That’s just the way. That’s the name of the game.