Hanna B - 3 Email Marketing Rules to Break in 2025 for More Engagement & Sales

00:00  Hey there, welcome to this presentation 3 email Marketing Rules to Break this year for more engagement and sales. Let's jump right in if you're here, I know that you know that email marketing works, but let's just revisit it this is something I literally heard Jenna Kutcher say last week, or it might have been in writing, I don't remember, but she said the number one profit driver in my business is my email list. Amy Porterfield has made similar sentiments my email list has earned me over a hundred million dollars.    

00:31  This is like I pulled this from an email that she sent about a master class training, and this was also about a master class training both of them have really robust courses in email marketing because it's very profitable for them and for lots of other people. I pulled some stats there's quite a spread that you can see. But the point of all this, the point of this is that email marketing works it can be an extremely profitable channel. It can be your highest ROI in your marketing if you know how to use it right and that's why we're all here we want our email to be profitable. So when it comes to profitability in your email, marketing we're really talking about these four things these four things are what really play a key role.    

01:10  So we have firstly, big part, big picture strategy. You know, every email has a a purpose and overall, if you don't have, you know, that overarching theme, idea and strategy in mind, you're, you're lost, right you're not really going to be making the most out of every single email you send right? Then we have platform management this is just important, right like you need to have everything that's connected and working. That's one part of it, right but then there's the list management, keeping a clean list, email deliverability and all that stuff that falls under platform management and if this is out of whack, it's going to be a lot harder for you to be profitable.    

01:53  The third thing is your email content and your copywriting. You know, you want to oftentimes you're looking to engage, engage engagement, right clicks, responses, you know, forwarding the email, there's lots of ways to see engagement selling things, right so, so that's a very, very important part and that comes down to each email right that's individualized for each email. And then the the last part of this four part framework for profitability here is your data analysis and your optimization and this is so often overlooked, but this is such an important piece of of email marketing because this is how you get better this is how you can see what's working and what's not and then every every iteration is a little bit better.    

02:37  Ok, All right so before we jump into the rules that we should be breaking for more profitability, let me just quickly introduce myself my name is Hannah BI am your chief email marketing strategist and I help business owners who are ready to go all in on email marketing actually own their audience as opposed to social media, right? And turn subscribers into sales with 100 % done for you strategic email content automations strategy, all those four things that we just talked about on the previous slide.    

03:10  And I'm just like a one stop shop for email marketing success. I've been in email marketing for about 5 years and I do all this work from my little slice of heaven in a remote part of Costa Rica with my husband and our dogs, cats, sheep, goats, all the animals. So that's who I am that's why you should stick around for the rest of this presentation we're about to get into the juicy bit. But before we do that, real quick, if you haven't already clicked the link by this video, you can also scan this QR code it's going to go to a page where you can sign up and there's so much that we could cover and there's only a little bit of time so you'll get the presentation slides, my notes on the screenshots of examples that I'm going to show you, and then you'll also get one of my products it's called for Killer Sales Emails where I break down some really awesome sales emails that you can use in your in your email moving forward so definitely check that out and you'll also get on my email list and let's hop in Rule number one stick to a consistent send schedule.    

04:16  I hear this a lot, you know, pick a day, pick a time, stick with it always send it that time it's good that they're expecting you and blah, blah, blah and well, that's not necessarily false it's just not, it's not the only way it has to be right. You'll notice like a really a theme that you're going to hear me say a lot is to test things like one size doesn't fit all. Not the same thing works for everyone so don't be afraid to try other things because really when it comes down to it, your subscribers care a lot more about the quality of of your content than about like when it comes in their inbox, right and a lot of times your email I mean, you can see this in your, in the back end of your platforms you can look and see what time is, are my emails being open and when am I getting clicks like times and days.    

05:02  Every platform is a little different how you get that information, but that can be super helpful to really have your subscriber behavior drive the way that you're the, the way you're sending your emails, right Time, days, stuff like that.    

05:15  Also, like a lot of times that it's, you send the email at the same time every day, every week, and that's it you send nothing else, right you get that they get that one email that they're expecting from you it comes every week and that's it and that like you don't need to do that either. In fact, I encourage everyone to really send more frequently this year. Like maybe you were sending once a week last year try to do if you can't do twice a week consistently, that's OK, but you can throw in, you know, every other week you can send an extra email. If it's good engaging content, you really don't need to worry about being annoying.    

05:55  You know, you're not going to be annoying you're you will always get unsubscribes from every email you send you know that that's completely normal but for the people who are really actually most likely to buy your product, this is exactly like extra emails are not going to bother them it's going to help them make their their choice, right so there's a lot of really cool AI tools that are starting to like I just saw it in active campaign i think it was this week with one of my clients, there's using AI to predict the send times of when likes, when the contact will be in their inbox.    

06:29  And so it's like more of a dynamic sending option. So I'm starting to play with that i definitely encourage you to to check that out too if it's a option that comes up on your email platform. The other thing that you can do is called a click trigger automation or there's lots of different ways, but it pretty much it's you're sending based on engagement so when the contact clicks on that link to your blog, that's actually going to trigger the next, that's going to be an event in your ESP that is triggering another send so it'll be like OK, 24 hours from now, send them this email right and it's going and you can get, you know, depending on the size of your audience, you could, you could have a couple of these set up depending on like your different content pillars and stuff like that.    

07:16  But really you want to be nurturing those people quickly so use their behavior like OK, they're engaging with your emails, they're clicking on links to different types of content, Send them more relevant content that's going to help them. Send them a free master class that you did, you know, that's like Evergreen now, or maybe it's not even public, but you're just like, hey, this is going to help you to like sending them more relevant things based on their behavior is a really great way to send more frequently without being annoying, but actually being helpful.    

07:46  And it's something that's the awesome part is you can set this up on the back end and then you don't have to worry about it again, right it just runs when people click. So this is something I love too. Now let's go to some oops, wrong way. Let's go to some of the trends that we're seeing that I'm seeing like in my inbox as we speak, right? So I literally, I just went and I searched some of my my favorite like entrepreneurs that I know I get emails from like I remember their emails. So Jenna Kutcher, of course, is a big one. If you're not on her email list, already i definitely, definitely recommend you do you're going to see me use some examples that are from her emails so she's a great source to to look to for inspiration.    

08:35  And you can see in January, and this is like the primarily January, I excluded the beginning of February because she's running like a master class so she's sending even more, which again, totally fine, but I just didn't want it to to skew you too much oK, so this is Jenna sending multiple times a week. Amy Porterfield does exactly the same thing look at her sending in in January. Neil Patel sends something almost every single day you can see that here it in these dates here of the emails he's sending and then App Sumo sends an email every single day so this is a different example of of more of like an app or software just to give you, you know, depending on your, your nation and your industry.    

09:22  But look, they send something almost every single day and that's expected, right it's not annoying if people who are annoyed will unsubscribe and that's good for you for people to self segment like that we love that in the email and unsubscribing is a form of self segmenting it says I'm not interested. All right, rule number two keep your emails short and sweet. This is a rule that has to be broken, OK i want you to make it a point this month to write a long email and break this rule because short emails, while they absolutely have a place, a time and a place, and they work really well and all of this, like all of that is true.    

10:02  It's not the only way, OK? And just like sending one newsletter once a week is not the only way either these are like kind of these stiff rules that we need to break if we really want to see more profits out of our email marketing. Ok, so the the reality is, and again, you need to test this right like for ecom, it's probably a little bit different, you know you can, but you definitely would have long emails in there still right? But if you're due, if you're sending, if you're selling more of like online courses and content and and you can deep dive into something, do it in your email.    

10:38  Don't just do it in your YouTube video and send them a super short email it says like go check it out on my video. Can you do that yes should you do that absolutely you should. It's just not the only thing you should do right because everybody, you have like a big audience and this, these people all have different ways that they consume content, just like we have different ways that we learn and do all the things right that's what makes each of us different so while the short emails are great and the newsletters are great, you want to have variety you want to mix things up so that the people who love to read can read and dig into this long, this long email and the examples you see you, you'll see on the next slide are going to really show you that you can go so deep and be so helpful that like that is, you know, the equivalent of a blog post or you know, another deep piece of content.    

11:27  And you can reuse them too that's the great part is you can put a lot of effort into this long form email and then you can take it apart and use it in so many other ways in your marketing. So it's not like, Oh my God, this is another big thing that I have to do on my list. It can be this, this is what I'm going to do on for email this week and then I have, you know, six different little pieces I can put on social or whatever, right? So as long as it's valuable, you know, it's not just a a lot of fluff that no one would want to read.    

11:57  And you need to make it readable you need to like break it up just like you would in a blog post, right you wouldn't put a wall of text with no paragraphs and no headings and you know, no, nothing fun. Nobody's going to read that, right it's it's still the same. So let's look at a couple of the trends that I've been seeing in my inbox with content length. So I want to come out of the gate and show you some some really short options so Neil typically does really short emails with links so this is kind of his standard approach i honestly haven't seen him send anything longer.    

12:33  Nothing much longer than this, but here's another example from Natalie Ellis if you're on her email, list you know that her typical emails for Boss Babe are are pretty long. This one super short. I'm sure she got a ton of clicks from this like these have a time and a place they're just not don't only do this right this won't work. You won't get a lot of clicks from this if this is the only thing that you do, right? Neil's kind of in his own field, but he does what he is really good at is they're short, but there's so much that he packs into here so I would really recommend getting on his email list if you aren't already.    

13:08  He's got a ton of great content on his website and the webinars that they do and stuff. But also it's just like, you know, this is probably something that works for him. And again, there's so much that he packs into these i use them as examples all the time in my case studies that I sent out on my newsletter. He does some really great stuff. But here's so in comparison, right? Here's like 4 lines and here's like so much, right so again, don't worry, I know these are hard to see some of these screenshots, especially the long form ones.    

13:41  If you scan that QR code and I'll show it again at the end or it's it's linked by this video, I'll send all of these screenshots so you can actually take a really close look at them. But here I've just zoomed in on this one from Caroline and Jason Zook they run wandering aimfully i'm obsessed with them. They do pretty much exclusively this long form newsletter, like they've switched to this so they've tested, I've been on their list for so long. They've tested so many different, you know, ways to do it.    

14:11  And they have shorter emails but like the flagship newsletter that does go out every Monday at 10 again, you can like you can do that. This works for them and look at how long this is. Look at how long this is. And you can see all right, just from this like bird's eye view, you can see there's different headings, there's images, there's an image here and a heading like there's so many different sections to this email and you can see them even from far away so that makes it a lot more readable.    

14:36  And they dig into a lot of content every week inside this newsletter and here's another example, another newsletter you can see like the headings here, these are like lighter colors they're a little harder to see. But again, if you scan that QR code and sign up, I will send all of these screenshots to you. So you can, you know, read through them in detail and really understand what I'm saying about these deep, deep dives into something that like you wouldn't, you couldn't do this on social. You know, this is too much on social. Here's another example.    

15:08  This is the 2 % from Danielle Canti and she goes into a lot of she has like different sections. She usually has like content and then like these sections are kind of like repeatable at the bottom with like links to like useful stuff, audios and different things so super helpful long form. Nothing wrong with long form, right? And again, something you should test with your audience to see, but I don't. I think this was Alex Cantoni that sent this really long one too she digs into like, she has screenshots like from a YouTube video she's got like stats here and stuff so really getting into detail and don't think of email as just another like quick notification to send oK, shorter is not always better.    

15:56  And really experiment with different links and find what works for you and your audience and you know, whatever's driving results, keep doing it right. All right, rule number three every email needs a call to action. This is something that again, on most of the time, yes, you should have a call to action in your emails, but not every single email that you send needs to sell, link to some content, or ask your subscriber to do something all the time, right? Some emails can just be there to nurture your audience, to give them value, to build trust, to share something relevant.    

16:32  And a lot of times those emails will actually lead to other engagement and sales like or more organically. So you're not actually losing out the way you might think so let me show you some examples. This comes from Jenna so I told you, you were going to see her in here. She I noticed about once a month she's sending these emails, this one at the subject line i talk behind my kids backs. You know, that was like just a really personal one. Note you can see no call to action, longer paragraphs. This is a different kind of email that she sends i really invite you to experiment with this.    

17:07  Here's another one from the hormones and the only link in this one is in the signature with acquisition. Their, their acquisition.com link, you know, is highlighted in the signature. But other than that, like there's no call there's like there might be a say like go, you should go and do this thing, you know that I'm talking about in this email, but it's not like you should click this link to learn more about this thing, you know what I mean? So really encouraging them to take like you can still encourage them to take action, but it's not necessarily like click on this link or buy this product or you know, it's, it seems more genuine, right? Here's another one from Jenna.    

17:47  Like I said, I noticed them about once a month and I always flag them because it's such a good reminder to like this one's about her anniversary so she has a picture. You know, it's definitely something personal, but you can still like build relationships with your with your subscribers in this way, right it's like can be a little bit more like a personal social media post, right like you're sharing something relevant. I've seen Marie for Leo do this too i just couldn't find the email. So anyway, those are the rules, the three rules that I really want you to start breaking this year if you want to see more profits, you know, don't feel constrained by some of the guidelines that you've heard out there and really start to experiment, send more emails and see what works for you oK, so again, here's the QR code that you can scan to get the presentation slides, my notes, the screenshots that were on the slides so you can see the more closely.    

18:42  And then you're also going to get my breakdown of four killer sales emails so that you can send those as well during your next launch and hopefully make lots more money with your email list this year. Ok, and this is my puppy, Millie she's not a puppy anymore, she's an adult, but just for a little puppy tax and there she is on the beach, The beach I was talking about earlier in Costa Rica so anyway, that was just for fun. So thanks so much for watching this i hope you got a lot out of it and a lot that you can apply to your own email marketing.    

19:13  And yeah, thank you so much and please don't hesitate to reach out with any questions i'm happy to to give you a little feedback and anything just pop in my inbox and yeah, thanks so much.