WEBVTT 1 00:00:00.000 --> 00:00:06.320 What's up, everyone? Welcome back to the game. Today is a tactical-ish video in our continued audio 2 00:00:06.320 --> 00:00:13.280 first series on emailing. Believe it or not, I want to take you back to the shire when I started 3 00:00:13.280 --> 00:00:19.200 this journey. I want to bring this up because it has probably been the biggest efficiency that I 4 00:00:19.200 --> 00:00:24.000 have had as an advertiser or marketer in my career. I kind of bring this up as a bit of a cautionary 5 00:00:24.000 --> 00:00:30.240 detail, and I'll explain why I think it actually happened. I have been notoriously a bad or 6 00:00:30.240 --> 00:00:37.520 non-existent emailer. I never personally wrote emails to my list in any company that I was, 7 00:00:37.520 --> 00:00:42.800 you know, the founder of, until acquisition.com. So that may sound crazy, but I never did, even when I 8 00:00:42.800 --> 00:00:46.400 had my gyms, I didn't write the emails with gym watch, I didn't write emails, prestige, I didn't 9 00:00:46.400 --> 00:00:51.840 write emails. Now, we wrote emails as a business, but I didn't write them. This business with 10 00:00:51.840 --> 00:00:56.160 acquisition.com, because I'm so sensitive, because I learned more about branding and whatnot. I'm 11 00:00:56.160 --> 00:01:02.160 so sensitive to how things come off, and I'm so sensitive to written word. And I'll tell you why, 12 00:01:02.160 --> 00:01:06.640 as a little side quest, written word has this really interesting thing compared to everything else. 13 00:01:06.640 --> 00:01:11.280 Like YouTube videos get old, you know, anything they put on Instagram or TikTok, whatever's 14 00:01:11.280 --> 00:01:17.440 gone, and you know, a week basically just disappears into the ether. But written word remains. Like 15 00:01:17.520 --> 00:01:22.320 books stay relevant for hundreds of years and thousands of years, you know, depending on the book. 16 00:01:22.320 --> 00:01:27.120 And on top of that, like even in like the legal world, like if you write it down, it becomes binding. 17 00:01:27.120 --> 00:01:32.160 It has power to it. Honestly, maybe I'm ashamed of this. Like I figured it was important, 18 00:01:32.160 --> 00:01:35.760 and because it was so important, I always put it off, which is literally the 19 00:01:35.760 --> 00:01:39.840 opposite of how you should prioritize things. But I was so, I'm so particular about written word 20 00:01:39.840 --> 00:01:43.840 in general, because I'm an author. And because I knew it's such an intimate setting for people to 21 00:01:43.840 --> 00:01:48.000 consume content that I was just so afraid that I would, I'm so afraid of wasting your time. 22 00:01:48.000 --> 00:01:52.640 And I think the biggest reason this is going to crazy, I don't actually do email myself. 23 00:01:52.640 --> 00:01:57.520 If you want to be sure to not contact me, email me. I don't email. I remember hearing this stat, 24 00:01:57.520 --> 00:02:02.640 like years ago, that Bill Clinton didn't have an email. And I was like, that's going to be me. 25 00:02:02.640 --> 00:02:06.880 And I've pretty much more or less lived that way. But I don't recommend advertising that way. 26 00:02:06.880 --> 00:02:11.680 And so let me give you some following reasons for that. I have recently started a 27 00:02:11.760 --> 00:02:19.280 Mosy Money Minute, which is basically 60 seconds of an email that has one very clear tactic 28 00:02:19.280 --> 00:02:23.440 that applies to the widest slice of businesses that will make you more money. They're very granular. 29 00:02:23.440 --> 00:02:26.960 Like little things like, hey, this is a headline change that has worked better. Hey, you know, 30 00:02:26.960 --> 00:02:30.640 you know, this kind of speed to contact thing increased sales by X. Very, very tactical. 31 00:02:30.640 --> 00:02:35.680 And we've had a crazy response. So like our average CTR, which is click through rates from 32 00:02:35.680 --> 00:02:43.840 emails sent, not open, just sent is 8.5. 8.5%, which means if we send a million emails, we had 85,000 33 00:02:43.840 --> 00:02:52.080 people clicking, which is just like, from what I understand. And so I started emailing and I have had 34 00:02:52.080 --> 00:02:57.680 a lot of my business friends are exceptional at email. We weren't even doing it with school either. 35 00:02:57.680 --> 00:03:00.960 It's basically, I've carried this mistake with me for a long time and I'm making this podcast to 36 00:03:00.960 --> 00:03:06.640 basically hope that you don't make this mistake. When we started just, just simple follow-up email, 37 00:03:06.640 --> 00:03:11.520 like not even like an even crazy advanced stuff, just simply following up with people opted in 38 00:03:11.520 --> 00:03:16.880 who didn't sign up for school. We got a 40% increasing conversion. So think about this. We're 39 00:03:16.880 --> 00:03:22.160 spending millions a month in advertising and we could have basically gotten a free million 40 00:03:22.160 --> 00:03:26.400 dollars of advertising per month, just fucking emailing. I try not to cut this much on this, but 41 00:03:26.400 --> 00:03:31.840 I obviously fail constantly. I'm saying it to make the point. The highest row-ass platform that 42 00:03:31.840 --> 00:03:37.280 exists today is email. Right now, depending on the source, it's between 35 and 50 to one that people 43 00:03:37.280 --> 00:03:43.200 get on email. And still, most people don't. What I want to do, I'll give you my quick little approach 44 00:03:43.200 --> 00:03:46.400 of how I'm thinking about it, maybe to help you get started if you haven't done it, if you are 45 00:03:46.400 --> 00:03:50.640 doing it, just some things that I've found that have worked well for us. I'm by no mean an advanced 46 00:03:50.640 --> 00:03:56.160 emailer, but from what I understand the stats we have are pretty good. Number one is, I don't commit 47 00:03:56.160 --> 00:03:59.600 to a cadence. I don't commit publicly to a cadence. And I do that because I don't like the pressure 48 00:03:59.600 --> 00:04:04.320 feeling like I have to, I have to force something out if I don't think it's good enough. And I think 49 00:04:04.320 --> 00:04:09.280 long-term, I think that benefits the brand. Says number one. Number two, in terms of subject heads, 50 00:04:09.280 --> 00:04:12.640 because people, you know, obsess about what's the subject head that gets the most opens. 51 00:04:12.640 --> 00:04:16.560 From what I understand, tracking because of the Apple update is actually very tough for open 52 00:04:16.640 --> 00:04:20.640 in general. And so I wouldn't obsess too much about that, but I would instead obsess about what 53 00:04:20.640 --> 00:04:24.480 percentage of emails you send have someone click or take the action. And so that's what we kind of 54 00:04:24.480 --> 00:04:29.680 optimize for. Beyond that, the subject heading itself, mine are all called Mozy Money Minute. 55 00:04:29.680 --> 00:04:34.480 And I think I plan on keeping it that way because I want basically Mozy Money Minute to have 56 00:04:34.480 --> 00:04:40.000 its own brand itself. And so my hope is that people basically just don't know when they will come 57 00:04:40.000 --> 00:04:44.240 and when they come, they look forward to seeing them. And so the cadence that I have right now 58 00:04:44.240 --> 00:04:49.440 is kind of two-ish a week that I write. If I feel like I have more, I'll send more. If I feel 59 00:04:49.440 --> 00:04:52.960 like I have less, I'll send less. And if I don't think I have something that's worth sending, I just 60 00:04:52.960 --> 00:04:58.000 won't send it. We don't want to be afraid to advertise, right? Like every day I post content, 61 00:04:58.000 --> 00:05:02.000 thousands of people unsubscribe from all my channels. I just have more people who subscribe. 62 00:05:02.000 --> 00:05:07.520 The fear of an unsubscribe or an unfollow can't be the reason that you don't choose to advertise 63 00:05:07.520 --> 00:05:11.440 to begin with because then taking to a natural extreme, the only people who have zero unsubscribes 64 00:05:11.440 --> 00:05:15.760 are people who have zero followers, right? Or zero people who subscribe to whatever platform that 65 00:05:15.760 --> 00:05:22.240 you create media on. I let this fear guide me for too long. And so because of that, I just basically 66 00:05:22.240 --> 00:05:25.760 didn't send email for years. And I was really missing out on a tremendous amount of growth. And a 67 00:05:25.760 --> 00:05:29.360 lot of people who otherwise found out recently about our a scaling workshops division, which we just 68 00:05:29.360 --> 00:05:34.000 started in January. A lot of them have come from email, right? It's because we just started sending 69 00:05:34.000 --> 00:05:37.840 them. They're like, I mean, I had somebody come in be like, dude, you made me 500 grand from your 70 00:05:37.840 --> 00:05:41.200 second email that you sent. And I was like, oh, cool. I'm glad to hear that. He's like, yeah, 71 00:05:41.200 --> 00:05:45.840 you've literally paid for everything so many times over. And that's kind of like just 72 00:05:45.840 --> 00:05:50.400 tealty are like my, my hope and my strategy with all the stuff that I put out is I always want to 73 00:05:50.400 --> 00:05:56.000 pay for myself before I ask for anything. And I think that's a pretty decent strategy. And 74 00:05:57.360 --> 00:06:02.080 it's weird because I still, I'll be honest, I still to this day when I'm sending tactics that are 75 00:06:02.080 --> 00:06:07.840 working for us right now. I still have this little like wins before I send it because I'm like, 76 00:06:07.840 --> 00:06:11.520 oh, this is so good. I don't know if I want to share it. But I still end up sharing it anyways. 77 00:06:11.520 --> 00:06:17.360 And so I would use that as a good litmus test for what you're choosing to send out. It's like, 78 00:06:17.360 --> 00:06:21.120 if you wince a little bit because you're like, I don't want to like giveaway this nug. It's like, 79 00:06:21.120 --> 00:06:26.080 that's the stuff you should send because the thing is is everything else. Everyone already knows. 80 00:06:26.080 --> 00:06:29.760 It's got to be the gritty stuff. It's got to be like, hey, we just add, we move this thing over 81 00:06:29.760 --> 00:06:34.240 and it crushed. And your fear is like, oh, what if everyone does it? But then everyone's not 82 00:06:34.240 --> 00:06:37.760 going to be you because you're going to figure out the next thing. The fear comes from a place 83 00:06:37.760 --> 00:06:41.680 of scarcity because we believe that we will never find something else again, right? And that's 84 00:06:41.680 --> 00:06:44.320 fundamentally what scarcity is. But if you don't think that you're going to stop working, you don't 85 00:06:44.320 --> 00:06:47.680 think that you don't think you're going to get better. Like the stuff that I figure out now is 86 00:06:47.680 --> 00:06:51.040 way better than the stuff that I figured out five years ago. And so it's like not only am I not 87 00:06:51.040 --> 00:06:55.280 going to stop. I'm only going to get better. So even though this is, this might be the most 88 00:06:55.280 --> 00:06:59.200 relevant nugget that I can give to my audience right now today. Next week, I'll have an even 89 00:06:59.200 --> 00:07:03.600 more relevant nugget that I can give them. And so it just kind of forces you to always uplevel 90 00:07:03.600 --> 00:07:07.600 and be better. And that is the kind of pressure that I like having because it just forces you to 91 00:07:07.600 --> 00:07:10.400 keep stepping up. And if you do keep stepping up for a very long period of time, you eventually 92 00:07:10.400 --> 00:07:14.720 end up at the top of whatever marketer industry you're in. Breaking this down. Number one, 93 00:07:15.280 --> 00:07:20.320 if you're not sending email, please send them. Number two, tactically, the thing that got me going 94 00:07:20.320 --> 00:07:24.720 for many, many minutes was that I wrote out 24 emails. I did it in one setting and it took me like, 95 00:07:24.800 --> 00:07:29.360 you know, I have a day or a whole day, I can't remember. But knowing that I just had 24 ready, 96 00:07:29.360 --> 00:07:33.600 I was like, okay, well, that can just be my baseline. So, you know, twice a month. Now I don't 97 00:07:33.600 --> 00:07:38.240 publicly commit to that. But at least I'm like, I've got this backlog that I have as like backup, 98 00:07:38.240 --> 00:07:42.800 right, that I know are really good. So if you're not sure, just write 12, right, one a month. And 99 00:07:42.800 --> 00:07:46.960 I think what happens, and this is, this is how I think I want to encourage you to send one email 100 00:07:47.440 --> 00:07:50.960 because what will happen is that you will probably make money from it. And then it will hopefully 101 00:07:50.960 --> 00:07:55.120 reinforce you sending more email. I'm now getting like kind of addicted to sending emails. So I, 102 00:07:55.120 --> 00:07:58.480 I'm like looking forward to writing them because I love writing and I love business. And it's, 103 00:07:58.480 --> 00:08:04.400 it's insane to me that I didn't do this for so long. And so please don't be like me. Please 104 00:08:04.400 --> 00:08:08.560 actually send email sooner. Please send email on you a smaller list. I've told the story about the, 105 00:08:08.560 --> 00:08:14.800 the lady who had a 5800 person following and she told me her first sale from her email list came 106 00:08:14.800 --> 00:08:19.840 when she had eight people on her list. And so some of you think, oh, my email list is too small. 107 00:08:19.920 --> 00:08:23.600 I think that's a terrible way to think about it. It's a great way. It's practicing when you have 108 00:08:23.600 --> 00:08:28.800 very low stakes, right? So for me, the first email I sent was to a list that had like 600,000 people 109 00:08:28.800 --> 00:08:34.000 on it. It's how it's like terrified to like, to like mess something up. But if you have a smaller list 110 00:08:34.000 --> 00:08:38.000 or something, then that's fine, right? So that's that's number two is just like just write them out 111 00:08:38.000 --> 00:08:41.600 ahead of time. And then that way you can commit to it. And then as soon as you get that little 112 00:08:41.600 --> 00:08:45.600 reinforcement loop, it'll probably encourage you to do it faster. The next one is play around with 113 00:08:45.600 --> 00:08:49.520 the structure of the emails, you know, write ones that are longer taxed, write ones that are shorter. 114 00:08:49.520 --> 00:08:53.920 And I don't think I would stick to one thing. If you're feeling a longer one, shoot out a longer one. 115 00:08:53.920 --> 00:08:57.920 In the, in the first book, 100 really to offer, so I think the first page says there are no rules. 116 00:08:57.920 --> 00:09:02.640 And I try to live that way. Obviously, there's laws, you know, we try very hard not to break. But rules, 117 00:09:02.640 --> 00:09:06.400 I prefer to live a life without rules. And I think that marketing very much works that way because 118 00:09:06.400 --> 00:09:09.920 oftentimes the things that become marketing rules are the things that you have to break to become a good 119 00:09:09.920 --> 00:09:15.120 marketer. I would encourage you to not live by too many of them. The next one, number four, is the 120 00:09:15.120 --> 00:09:20.400 obsession around up subscribes, just ignore, just focus on CTR, just focus on the people who take action. 121 00:09:20.400 --> 00:09:24.880 The next one is PS statements always have the highest click through rate. So I would always include a 122 00:09:24.880 --> 00:09:29.760 PS, even if it's just for fun. I have lots of fun PS is in my emails. I make memes because I think 123 00:09:29.760 --> 00:09:34.080 they're fun. And so I put a lot of them in my, in my PS statements. And again, it's just like, you 124 00:09:34.080 --> 00:09:38.160 know, people, people read the newspaper because they start reading the newspaper because they want 125 00:09:38.160 --> 00:09:40.560 to find out information, but they keep reading the newspaper because they have the cartoons and 126 00:09:40.560 --> 00:09:44.800 the funnies in them. And so I kind of see the newsletter that way too. It's like people, people come 127 00:09:44.800 --> 00:09:49.840 for the tactics, but they stay for for the funnies, right? Or for the feeling that that feeling of 128 00:09:49.840 --> 00:09:53.280 like, oh, he gets that too. Like, oh, he's actually really looking forward to this weekend, not because 129 00:09:53.280 --> 00:09:57.200 he has time off, but because no one's going to bother it. Like just those little fun little entrepreneurial 130 00:09:57.200 --> 00:10:01.920 moments or whatever it is for your relevant audience, that they'll be like, oh, yeah, that's, that's me too. 131 00:10:02.000 --> 00:10:11.120 The next one is just stick to the simplest writing possible. And so at least be to be, it's my 132 00:10:11.120 --> 00:10:17.280 impression that mostly text only emails tend to do better, mostly emails with as little fluff as 133 00:10:17.280 --> 00:10:21.840 possible, which is like whenever I see three sentences, I'm like, can I do this in one? And that's kind 134 00:10:21.840 --> 00:10:25.760 of like the hammering, like the blacksmith, like you just keep hammering away at it until you get 135 00:10:25.760 --> 00:10:30.560 that shape. And so it's harder to write an email that you can fit into 200 words than it is writing 136 00:10:30.560 --> 00:10:35.040 an email that you can fit into 600 words. Because realistically, a good 200 word email is one that 137 00:10:35.040 --> 00:10:40.080 was 800 and became 200. And so I would encourage you to write multiple drafts to get it down to just 138 00:10:40.080 --> 00:10:43.920 the absolute consolidated size of like, what is the thing that matters most? And I think that will 139 00:10:43.920 --> 00:10:48.640 translate into more people clicking, more people sharing your emails, the amount of people who 140 00:10:48.640 --> 00:10:52.320 screenshot emails from their phone and then post it on their story has baffled me and it's been 141 00:10:52.320 --> 00:10:56.000 awesome. Because it's been very reinforcing for me. And so I kind of like picked that as like my 142 00:10:56.000 --> 00:11:00.960 gold star is like, I know when an email is good, I don't even look at the stats per se like email 143 00:11:00.960 --> 00:11:04.880 to email. I just look at like how many times am I getting tagged where people are screenshotting 144 00:11:04.880 --> 00:11:09.920 my emails. I'm like, okay, that's a good, that's a good litmus test. And then overall, I would 145 00:11:09.920 --> 00:11:16.400 think about it as a platform. My fear around emailing is very deep rooted because I'm so worried 146 00:11:16.400 --> 00:11:20.560 about wasting someone's time. I had this kind of epiphany that I'll share with you, which is if you 147 00:11:20.560 --> 00:11:24.480 think about email the same way you think about Instagram related to think about TikTok, it's like 148 00:11:24.480 --> 00:11:28.560 I post twice a day. I'm not afraid to post if someone wants to unsubscribe or unfollow, 149 00:11:28.560 --> 00:11:31.600 that's okay. And I want to make it easy for them because I don't want to have people who are 150 00:11:31.600 --> 00:11:35.600 following me for like, they don't like, you know, my stuff. I don't want the unfollowers on 151 00:11:35.600 --> 00:11:40.800 subscribes to frighten me from advertising more. I right now were emailing about three or four times 152 00:11:40.800 --> 00:11:45.280 a week. We have segments of the list, really just two segments. We have kind of the general list 153 00:11:45.280 --> 00:11:48.720 and then we have the list of people who are over certain size. And so they get different 154 00:11:48.720 --> 00:11:52.400 different emails. And the responsiveness of those lists are very different as well. If you do have 155 00:11:52.400 --> 00:11:57.520 clear avatars, it's worth, in my opinion, adding that little bit of friction on the opt-in, 156 00:11:57.520 --> 00:12:01.440 where just ask them to self-identify. Because again, it's one of those like, why don't 157 00:12:01.440 --> 00:12:03.840 want to ask them to self-identify it? If you don't want to ask them self-identify, then you're just 158 00:12:03.840 --> 00:12:07.360 going to end up sending them stuff that they don't care about. And I would much rather have fewer 159 00:12:07.360 --> 00:12:12.800 people opt-in, but have them only get stuff that's important for them. And so I shared this in the 160 00:12:12.800 --> 00:12:17.040 YouTube video that I recently made about email. But how's about that study? We're 791 percent 161 00:12:17.120 --> 00:12:23.520 increase. So like an 8x increase in in in return. So money made from email came from segmentation. 162 00:12:23.520 --> 00:12:28.240 If I decrease my opt-in rate by 10%, but I have an 8x increase in how much money I make because 163 00:12:28.240 --> 00:12:33.040 I had them segment, then that makes total sense. It's worth, it's worth the trade. One, don't be 164 00:12:33.040 --> 00:12:37.760 afraid of, or I guess I'm going to like point seven, subsection A, don't be afraid of sending emails 165 00:12:37.760 --> 00:12:44.880 for unsubscribes. Two or B, don't be afraid of having them self-select or segment early on 166 00:12:44.880 --> 00:12:49.520 to tell you more about them. So you can send them stuff that's more relevant. And I would personally 167 00:12:49.520 --> 00:12:54.720 rather send fewer emails to a more segments at list, which is more total emails. So if I send, 168 00:12:54.720 --> 00:12:59.040 let's say I have four lists, then I send one email to each list, I will bet you that that will 169 00:12:59.040 --> 00:13:03.760 outperform four emails to the entire list. If you are like, man, this is really high return for me, 170 00:13:03.760 --> 00:13:08.160 how can I get higher return? The higher return is in the segmentation and in getting more granular, 171 00:13:08.160 --> 00:13:13.600 rather than in necessarily sending more emails. Because you are sending more emails overall as a 172 00:13:13.600 --> 00:13:19.120 business, but just fewer per segment. And so that kind of bounces both. And so those are just some 173 00:13:19.120 --> 00:13:25.360 of the things that I found from emailing. And it's proven an unbelievably productive and profitable 174 00:13:25.360 --> 00:13:28.960 channel. And it's one that I'm going to be continually investing. So you'll probably hear me talk 175 00:13:28.960 --> 00:13:32.480 more about email. And you probably haven't heard me talk about email almost in general, because I don't 176 00:13:32.480 --> 00:13:36.000 talk about stuff that I don't do. And so now that I am doing it, I'll be sharing the stuff that's 177 00:13:36.000 --> 00:13:40.880 been working well for me. So that being said, please email your list. And if this was good, you know, 178 00:13:40.880 --> 00:13:44.720 when you get my emails, if you can, by the way, it's acquisition.com for such newsletter. 179 00:13:44.720 --> 00:13:48.160 And if you opt in anywhere on the site, I would say be honest about where you're at with your 180 00:13:48.160 --> 00:13:52.080 business, because we'll send you different stuff. So like if you're starting out, don't opt into 181 00:13:52.080 --> 00:13:55.360 the advanced thing, because like you're just going to get stuff that you can't use. And obviously, 182 00:13:55.360 --> 00:13:58.640 if your events don't opt into the easy stuff, the early early early business owner stuff, 183 00:13:58.640 --> 00:14:03.280 because you're just going to get starter stuff. With all that, I love you. Keep pressing, 184 00:14:03.280 --> 00:14:05.280 make money, stay rich, and I'll see you in the next one.