Opening: The timing of your emails can affect open rates and audience engagement.

"I dropped them on Tuesday mornings at 5 a.m. Eastern—that's when the podcast comes out, and the email, if you're on my list, you know that you receive that at 11:20 a.m. Eastern."

Takeaway:

• Consider optimal times for sending emails to your audience.
• Consistency in scheduling can improve engagement.
• Test different times to find what works best for your subscribers.

Opening: Overt sales pitches can alienate your audience and harm your email campaigns.

"In fact, most of the time when people are pitching you overtly in an email right when you open it up, you'll delete it, unsubscribe it, mark it as spam. Well, as a marketer, certainly that's not something you want to have happen because you'll never be able to market to those people again via email."

Takeaway:

• Understand your audience's aversion to direct selling.
• Maintain your email list's health by respecting recipients.
• Focus on relationship-building rather than immediate sales.

Opening: Sharing helpful information can transform prospects into customers.

"They were offering ways for us to update or modernize our kitchen with simple before and after pictures or quick tips, so they're not overtly selling but rather offering helpful, useful information that got us to a point where we said, hey, come on in, let's talk about how we might modernize our kitchen."

Takeaway:

• Provide value to encourage action from your audience.
• Subtle marketing can lead to customer inquiries.
• Content marketing builds relationships over time.

Opening: Using relatable examples helps customers see the value in your offerings.

"So let's say you do lawn service—you might offer tips in your email campaign about how to keep your lawn looking great. Or if you install kitchen cabinets, maybe you want to offer up tips on what the current trends are in cabinetry."

Takeaway:

• Use real-world examples to demonstrate your expertise.
• Tailor content to your audience's interests.
• Offer practical advice that customers can apply.

Opening: Offering tips in emails can boost engagement and establish authority.

"So the best way to do that in an email campaign is offer tips and tricks, offer a way for people to learn more about your product, and over the course of time they will recognize you as an expert."

Takeaway:

• Provide valuable insights related to your industry.
• Educate your audience to build credibility.
• Encourage customer engagement without direct selling.

Opening: Selling without selling is crucial for marketers who want to engage customers without pushing them away.

"One of the things I've learned over the years is how important it is to just subtly be selling your services in a way that people aren't really thinking that you're selling and in fact you're really not. What you are doing is positioning yourself as an expert in your field."

Takeaway:

• Position yourself as an expert by providing valuable content.
• Avoid overt sales pitches that can lead to unsubscribes or spam reports.
• Build trust with your audience over time through consistent, helpful information.