← Small Business Quick WINS w/ Jay Schwedelson l Presented By Thryv
Small Business Quick WINS w/ Jay Schwedelson l Presented By Thryv
EMAIL MYTH BUSTED! Gmail Tabs & How to Measure Real Email Performance
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Jay Schwedelson
Just want to jump in here real quick and let you know that this podcast is exclusively presented by Thrive. Thrive is an amazing tool that small businesses, thousands of small businesses leverage to run their business in so many ways. And they have this incredible thing called Marketing Center. Now, if you're not familiar with Marketing center from Thrive, great news. For the start of the year, they're doing a special offer right here of a 25% off discount of their Thrive Marketing Center. This thing allows you to run all your ads, boost your online presence, understand all of your customer interactions, and if you want to check this out and get this discount, it is super easy. All you got to do is go to thrive.com that's t h r y v dot com wins. That's thrive th r y v dot com slash wins. And I'm telling you, your marketing is at the center of your business. It what, it's what drives your business. So check out Marketing center from Thrive today@thrive.com wins. Welcome to Small Business Quick Wins, presented by Thrive. This podcast is exclusively designed for small business leaders like you. Prepare to get invaluable insights from every episode, equipped with actionable tips made for immediate implementation in your business. Tune in as we feature firsthand lessons from fellow small business owners and thought leaders. I'm your host, Jay Schwedelson. Over the last 25 years, I've grown multiple small businesses that have generated over $300 million in revenue. Along the way, I've learned pitfalls to avoid and quick wins that can transform your business immediately. I'm excited to share it all. So if you're ready to win on Main street, let's dig into this episode. We are back for Small Business Quick Wins presented by Thrive. And I want to talk about a myth in the world of email marketing. A lot of people out there that are sending out emails to their database, when they go into their own email, they may see that email go into the promotions tab in Gmail or the promotions area of the new Apple update on our phones. And they think, oh, our emails are not doing well because they're going into this promotions area. And that's just not true. People are like, how do I get out of the promotions tab? You don't want to get out of the promotions tab. I know that that sounds crazy, but here's why. Number one, a lot of people don't use the promotions tab. So if you're a Gmail user, you know that you have the option to turn on the these tabs. So when your emails come into you, your emails can go to a social area, a promotions area, a primary tab area, and it automatically does it for you. And as a marketer or as a business owner, you think, oh, if my email winds up in the promotions area, it's going to do horrible. Well, a few things. People really don't turn it on. Less than 30% of Gmail users actually have their tabs enabled, and that number's even shrinking. Fewer and fewer people are utilizing the Gmail tabs now. Here is the amazing stat. The amazing stat is for those people that do have the tabs activated. About 50% of them check it daily. What does that actually mean? First off, the promotions tab is not your junk folder. It's part of your inbox. It's just a way for your inbox to be organized, but very similar to, like when you go to the mall. When you go to the mall, you're in buying mode. Okay? You're there, you're going to buy something. When people have these tabs activated and emails are going to the promotions tab, 50% of people check that promotions tab daily. And when they're in their promotions tab, they're not lost. They're not confused. They're in there looking for offers, deals, things. So it is actually not a bad place to be. It's a good place to be. And we've not seen any negative performance when emails land in that promotions tab. The other area now where there is a promotions tab is in our Apple devices on our phones. Because Apple is now using AI and with their new update to the mail app on our phones, the email app, they're automatically putting emails into different buckets, a social media bucket, transactions bucket. And one of them is a promotions bucket where you're going to see special offers. And it operates very similar to Gmail tabs and was like, oh, no, I'm going to go in tabs there as well. Well, first off, only a very few number of people even have the option to utilize this new feature by Apple because you have to have an iPhone 15 or higher, which is a subset of people on this planet that have an iPhone. Okay? And then even within that population, people have been deactivating their promotions tab, which is very easy to do. They've been switching back to the old version of the way that Apple had their mail app set up. Less than 25% of users are actually leaving it on. So this whole thing of your email's not doing well because you're going into the promotions tab is just not true. Number one, not that many People are using promotions tab number two. The people that are using it are checking their promotions tab and it's not hurting performance at all. So now you're like, oh great, well this isn't good news. My email's not doing well. I thought that was the reason. So what can you do to really see if you have an email problem? Maybe emails aren't getting there, maybe you're just not using the latest tactics. Here's the one thing I would think about doing. I would take your database of whoever you send out emails out to, okay? And I would take put off to the side anybody who has not opened or clicked one of your emails in six months, basically your non engaged users, anyone who has opened or clicked on any of your emails in six months, put them off to the side and do, then do a couple of your regular email, sentence, the ones that you always do, and send it to the database. The remaining portion of your database, okay, that is engaged. These are the people in the last six months that have been opening and clicking on your emails. And when you're sending out your regular emails over a few weeks, if you don't see your metrics completely rise, I mean in a massive good way, okay? And you're not seeing massive open rates and massive click through rates as compared to what you were doing before, then you have a major problem because you should see an exponential increase in your performance. Why? Because this subset of people are your people. They're the people that care about you, that like you, that are interested in you, okay? And it will allow you to see, okay, I don't have a sending problem, I don't necessarily have a deliverability problem. Maybe I'm not utilizing the latest tactics. Maybe I need to do some better marketing. Maybe I need to change the day that I'm sending my email, the time that I'm sending my email. But, but if for whatever reason, when you do segment this population of your engaged users and you do send to it and it doesn't cause a spike in a positive way in terms of performance, then you know you have a bigger issue. Then you have to contact the platform that you're using to send out your emails, then you have to look at all sorts of deliverability stuff because then you might actually have a problem. But before you just say, oh, it's the promotions tab, or I have a deliverability issue, really take a few steps and see what the problem may or actually may not be. So email marketing in general is always going to be about a series of little things that you have to look into. It's never going to just be one thing. You know you have to be testing. Oh, what are our subject line tactics? Are we trying new things? What's the headline in our email? What are our call to action buttons say? What happens when they get to the landing page? What do the words say there? Every little thing matters and it adds up. So promotions tab put that off to a side. You don't have to worry about that one. And I appreciate you being here For Small Business Quick Wins presented by Thrive. Well that was fun and great news. You got way more where that came from. Subscribe. Make sure you get the latest episode each week for more actionable tips from today's top small business leaders. And hook us up with a five star review if you've got at least one new idea you may consider using. Lastly, if you want to ensure you never miss a message from your customers Again, check out Thrive.comWin to get your free account with Command center today.