How Email Marketing Works with Greg Johnson

Underdog Empowerment

One of Zach’s goals for 2023 is to grow his email subscribers list. So, while he’s learning how to make that happen, he’s sharing that knowledge with you as well. Greg Johnson is one of the experts on how email marketing works, and he’s sharing some of his best tips and tricks. As a coach and consultant, Greg is passionate about e-commerce and digital marketing. Along the way he’s learned that you almost have an unfair advantage for sales when you already have an audience to sell to. That’s where email marketing comes in.

Think of it as a ‘one-to-many’ platform that feels more like a ‘one-to-one’ experience for the reader. Just like a podcast, an email series builds rapport over time. It’s an opportunity for people to get to know, like, and trust you, before you try to sell them on something. It all starts with what you can offer a potential subscriber. For example, Zach offers his podcast listeners a podcast roadmap that will help them to launch and rank a podcast of their own, when they subscribe to his emails. From there you want to consistently deliver quality content to keep them engaged. Zach chooses to follow up his podcast roadmap with an email series about breaking down objections.

Once you’ve provided your subscribers with a win, you can introduce the option to purchase something. Zach gives his readers the option to book a call or buy an advanced course if they need or want further help. There are plenty of people out there that will write a check for a shortcut. Don’t forget to throw some testimonials in there, so that people can have some level of belief that if they buy this, they’re going to get the result that they want. The tone and content of your messaging really depends on where your reader is; their level of comfort and trust with you.

People focus so much on the size of their email list, but it’s not the only metric that matters. What good is a large email list if you have a low open, or click-through rate? If your end goal is engaged people, give them a quick win, and then continue to deliver results. If you don’t have a strong click-through rate, you’re teaching email providers that your email isn’t important. If your emails are deemed unimportant they end up in the spam folder. If you don’t want your content to get demoted, if you want it to show up in the primary inbox, you need people to actively engage. One trick to stay out of the spam folder, is to include in your first email a request to hit reply, even with a blank response, so that your emails will continue to make it to them.

A lot of effort goes into obtaining email subscribers. So, if you can get it to stick, that’s so much more valuable than always working on acquisition. Don’t worry about building your email list until you have the back of house stuff dialed in. When you are ready for email traffic, paid traffic can be beneficial. With Google or Facebook, you can target people that are interested in what you have to offer. Then, hit them with an email opt-in that promises some sort of valuable offer and quality content.

With all of the knowledge that Greg has acquired, he says his number one piece of advice to beginners is something he was once told by a mentor. That is, the fastest way to get something going, is to provide massive value to someone else. So, what’s the easiest way to do that? Look around and find out who controls massively valuable resources. For example, Greg found a successful YouTuber, with a big presence, who had a product to sell, but no email list. He told that individual to give him six months, and that he could build a machine to generate sales. The catch was that Greg would get a revenue share. That way, if he does well, he makes some money, but if he doesn’t deliver, the individual is out nothing. Plus, when you do deliver, they’re going to tell all of their friends about you.

What You’ll Learn:

• What it means to work towards long-term customer value.
• How you can use one asset to build another.
• How to work with cold traffic vs warm traffic.
• When it’s beneficial to pay for traffic.

Favorite Quote:

“The total list size is only one metric, and it’s not necessarily the most important one.”

-Greg Johnson

Connect with Greg:

Email Magic

______________________________________________________________________

How to Get Involved:

Get podcasting help here.

For more on how to grow your business, check out this episode.

If you enjoyed this episode, head over and visit us on Apple Podcasts - leave a review and let us know what you thought! Your feedback keeps us going. Thanks for helping us spread the word!