THE FIRST EMAIL MATTERS! Boosting Engagement & Deliverability

Summary

Podcast Summary: “THE FIRST EMAIL MATTERS! Boosting Engagement & Deliverability”

Podcast Information:

• Title: Small Business Quick WINS w/ Jay Schwedelson Presented By Thryv
• Host: Jay Schwedelson, GURU Media Hub
• Description: A how-to podcast dedicated to empowering small business owners with actionable strategies and insights to foster business growth. Each episode delves into critical aspects of business expansion, leveraging behavioral science, decision-making, and effective marketing tactics to maximize success.

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Introduction

In this episode titled “THE FIRST EMAIL MATTERS! Boosting Engagement & Deliverability,” host Jay Schwedelson emphasizes the pivotal role that the initial email interaction plays in sustaining long-term communication with customers. Presented by Thryv, a comprehensive business management platform, the discussion pivots around optimizing email marketing strategies to enhance engagement and ensure deliverability.

The Critical Role of the First Email

Speaker B (Jay Schwedelson) [01:13]:
"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."

Jay introduces the concept that the first email sent to a new contact is not merely a courtesy but a foundational step that can dictate the future of customer relationship and communication efficacy.

Timing: The Importance of Speed

Speaker A [01:59]:
"If it takes longer than six hours, six hours for you to send that email after somebody gave you their information, the lifetime value of that contact for you to be able to communicate with them drops by over 200%."

Responding swiftly to customer inquiries is crucial. Delayed responses can lead to diminished interest and trust, significantly reducing the potential revenue from that contact. Jay underscores the necessity of sending the initial email within the first three hours to maximize engagement and revenue potential.

Common Pitfalls: Generic Autoresponder Emails

Speaker A [04:32]:
"And that is an epic failure. Why is that an epic failure, by the way? That's what everybody does."

Many businesses rely on standard autoresponders that offer nothing beyond a basic acknowledgment of the customer’s action. Jay labels this approach as a substantial failure because it misses the opportunity to engage the customer meaningfully right from the start.

Technical Implications: Email Deliverability

Speaker A [04:32]:
"If the person receiving that first email that you send opens up, that email, clicks on that email, the likelihood of your future emails staying in that person's inbox goes up by over 80%."

Engagement metrics such as open and click rates on the first email significantly influence the technical deliverability of future communications. Positive interactions with the first email signal to email service providers that the sender is trustworthy, thereby enhancing the chances of subsequent emails landing in the inbox rather than the spam folder.

Strategies for Crafting Effective First Emails

Crafting the Subject Line

Speaker A [04:32]:
"You need to put things in that subject line like thank you and VIP discount included or thank you. You got to see what's inside... you need to put something in that subject line to get that email opened."

A compelling subject line is paramount. Instead of mundane phrases like “Thank You” or “Confirmation,” incorporating enticing elements such as exclusive discounts or intriguing teasers can significantly boost open rates.

Content of the Email

Speaker A [04:32]:
"Once it does get opened, what is in there? Something awesome. Some cool new discount, Something cool, some piece of content that's amazing for them... future emails from this company are going to be interesting."

The email's content should deliver immediate value. Whether it’s a special discount, exclusive content, or valuable resources, the first email should leave the recipient eager for more, establishing a foundation of trust and interest.

Beyond the First Email: Building a Relationship

Speaker A [04:32]:
"The first few emails have to be total value. Not what's in it for you, the business owner, not what's in it for you, the marketer. What is in it for the recipient."

Following the initial email, subsequent communications should continue to provide genuine value rather than overt marketing pitches. This approach helps in nurturing the relationship, ensuring that recipients remain engaged and less likely to disengage or mark emails as spam.

Avoiding Repetitive Offers

Speaker A [04:32]:
"The fail that most businesses do is they immediately start pounding with offers. Great, you bought this thing... you inquired about this thing. Now we're going to send you offer after offer after offer. That is boring."

Bombarding new contacts with constant offers can lead to disengagement. Instead, a gradual and value-driven communication strategy fosters a more meaningful and sustained relationship with the customer.

Establishing a Technical and Relational Connection

Speaker A [04:32]:
"You're establishing that relationship and that person can get an understanding of is this stuff I want to interact with moving forward."

The initial interactions set the tone for the relationship. By prioritizing engagement and value, businesses ensure that their communications are anticipated and welcomed, thereby enhancing both deliverability and customer loyalty.

Conclusion and Final Recommendations

Speaker A [04:32]:
"In my opinion, there is no email that is more important that you will send than the very first email that you send to somebody. So prioritize that in any setup that you're doing."

Jay wraps up by reiterating the paramount importance of the first email in the email marketing strategy. Prioritizing its effectiveness can lead to improved engagement rates, better deliverability, and ultimately, higher revenue generation.

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Notable Quotes

1. Jay Schwedelson [01:13]:
   "Over the last 25 years, I've grown multiple small businesses that have generated over $300 million in revenue."

2. Jay Schwedelson [01:59]:
   "If it takes longer than six hours to send that email after somebody gave you their information, the lifetime value of that contact drops by over 200%."

3. Jay Schwedelson [04:32]:
   "The first few emails have to be total value. Not what's in it for you, the business owner, not what's in it for you, the marketer. What is in it for the recipient."

4. Jay Schwedelson [04:32]:
   "In my opinion, there is no email that is more important that you will send than the very first email that you send to somebody."

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Final Thoughts

This episode serves as a crucial reminder for small business owners about the intricate balance between promptness and value in email marketing. By focusing on crafting meaningful first interactions and sustaining a value-driven communication strategy, businesses can significantly enhance their engagement rates and ensure their messages consistently reach their audience.

For more actionable tips and insights, subscribe to Small Business Quick WINS and stay ahead in the competitive landscape with expert guidance from industry leaders.

Transcript

[A]

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 [e-mail] wins.

[B]

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.

[A]

We are back for Small Business Quick Wins, presented by Thrive. One of the most common sayings on the planet, which is also kind of one of the cheesiest, but it's true, is you never get a second chance to make a first impression. And in the world of marketing, specifically email marketing, I don't know if there's a truer statement. What do I mean? The first email that you send to somebody after they became a customer and they gave you their information, after they went to your website and they filled out a form on your website and gave you their information, after they stopped by your trade show booth and gave you their information, whether you're marketing to business professionals or consumers, that first email you send to somebody will actually line up and dictate how and if you're able to communicate with that person moving forward. What do I mean by all that? Well, first off, forget about what you're sending. Let's talk about when you're sending it. If it takes longer than six hours, six hours for you to send that email after somebody gave you their information, the lifetime value of that contact for you to be able to communicate with them drops by over 200%. What does that exactly mean? Listen, you go ahead and you give somebody your email address, you fill out a form, and then it's crickets. You don't hear anything, Right? And then it takes a full day to get that response back. One of two things happens. Either one, you don't even remember doing the thing giving you the information, and you're not even looking for that email. And when it comes in, you don't open it because you don't even remember because you don't care. Or number two, you think that company doesn't have their act together because it took too long. We have an expectation, okay, all of us do. Consumers, business professionals, we have an expectation about communication and speed, that if we fill something out, we give our information, that we're going to get that kind of that confirmation back quickly. Ideally, it's within the first three hours. If you can get back to somebody within the first three hours of them giving you their information, the percentage increase in terms of the revenue and the dollars they spend with your organization, that goes up exponentially than if you don't now. Okay? So there's speed. We know we got to get to it fast. Now. Many of you probably have what we call an autoresponder set up. Somebody goes to your website, they fill out your form, they become a new customer, you send these automatic emails. What do they all say? They all say, thank you. Thank you for filling out the form. We'll be back with you soon. Thank you for signing up for our newsletter. You are confirmed you are sending that person a receipt on what it is that they did.

[B]

And.

[A]

And that is an epic failure. Why is that an epic failure, by the way? That's what everybody does. So don't feel like you're a failure. This is what everybody does. But here's why it's a fail. It's a fail because the first email that you send to somebody is not just a receipt on the action that they took. What is really happening is there's something being established between the sending platform that you're sending your emails on and the receiving platform that that person is opening up and looking at their emails. Right? So you may be sending out emails from whatever platform you're using, and they May be using Gmail or Outlook or Yahoo or Comcast or whatever. Now, if the person receiving that first email that you send opens up, that email, clicks on that email, interacts with that email, the likelihood of your future emails staying in that person's inbox goes up by over 80%. What does that mean? Listen, so if you send an email and somebody opens up that very, very first email, what you're basically saying is, hey, do you like our emails? And that recipient is basically saying, yeah, I do, because, look, I opened and clicked on it. And when they open and click on it, they're actually telling their own setup from a technical perspective. Hey, this new sender that just sent me this, I like their stuff because I opened and clicked on it. So make sure it stays in the inbox. You're not actually saying it, but you're saying it from a technical perspective. All right, so the game is, what can you do as the marketer, as the business owner, when you hit send to make sure that that very, very first email gets open and interacted with? Well, it starts with that subject line. You can't just write thank you, or you can't just write confirmation. You need to put things in that subject line like thank you and VIP discount included or thank you. You got to see what's inside. Dot, dot, dot. Or this is just for our new VIPs, dot, dot, dot. You need to put something in that subject line to. To get that email opened. That is your laser focus on that first email. It is not just confirming what they did. You need to get that email open. And that subject line is going to be the thing that allows it to get open. Now, once it does get opened, okay, what is in there? What is in there? Something awesome. Some cool new discount, Something cool, some piece of content that's amazing for them, right? Something they're going to get excited like, wow, future emails from this company are going to be interesting. It's going to be something I want to check out. So now we've sent out that first email, but what about the second email, the third email, and the fourth email? The fail that most businesses do, the fail that most marketers do is they immediately start pounding with offers. Great, you bought this thing, you inquired about this thing. Now we're going to send you offer after offer after offer. That is boring. And that is how you become wallpaper. Those first three to four emails have to be total value. Not what's in it for you, the business owner, not what's in it for you, the marketer. What is in it for the recipient. If you are selling clothing, oh, here is the upcoming fashion trends and it's a piece of content showing some cool imagery. All right. If you're in the business world, it's some sort of hey, here's our new calendar for whatever. Here's the new checklist for whatever. And it's all free and it's all easy to access. They don't need to fill out more forms. It is totally to the benefit of the recipient, not to you. Because in those first few emails is when you are establishing that relationship and that person can get an understanding of is this stuff I want to interact with moving forward. Okay, so what you don't want to do is you want to make sure that your first few emails are not just checking boxes. And that's the mistake that most brands and marketers make is okay, do we have the autoresponder set up so if they fill out that form, they just get the thank you email? Oh, we did a service call today. When we get the email address, are we making sure that we just send out the thank you email for today's service call and you're checking a box that you're just, yes, the email is going out, but in a lot of ways by checking that box you are hurting your ability to have your future promotions stay in the inbox and have your future promotions be something somebody wants to look at. So be very, very intentional about those first few emails. In my opinion, there is no email that is more important that you will send than the very first email that you send to somebody. So prioritize that in any setup that you're doing. Listen, thanks so much for being here for small business Quick wins presented by Thrive. Go ahead and check out Thrive. Incredible. All in one platform for your marketing, for your billing, for your reviews. T h r y v.com thanks again. Talk to you soon.

[B]

Well, that was fun and great news. We 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 the drive.com wins to get your free account with Command center today.