BI 326: Getting The Best Results Out Of Your Email Marketing

On the show with me today is Phil Rivers; founder of an email marketing consultancy by the name of Tetra.

In today's interview, we've taken a little bit different approach. Rather than our usual interview where I ask my guest all sorts of questions about what made them successful, in today's episode, Phil and I had a conversation about how to improve my own marketing funnels; both for Bright Ideas and for my software company Flowster.

So, if you are keen to better understand the things we are doing and how you could apply similar strategies in your own info-products or software business, you are going to love today's episode!

Thank you so much for listening! Please subscribe rate and review on your favorite podcast listening app. To get to the show notes for today's episode, go to https://brightideas.co/xxx...and if you have any questions for me, you can leave me a voicemail at brightideas.co/asktrent

Episode Highlights

[03:13] — Phil introduces himself

He is an email marketer.
He helps companies grow their audience and build their email lists.
Phil is the founder of Tetra, an email marketing consultancy.

[04:08] — 2 challenges on digital marketing funnels for Trent

He wants to categorize his Bright Ideas audience to provide relevant content for each category and drive them to try out Flowster.
He needs to come up with new strategies to make more people sign up for Flowster’s services.

[09:04] — Self-segmenting Bright Ideas audience

An email asks the user to pick and click one out of the three links that’s most applicable to them.
After self-segmenting, a follow-up email is sent to offer free resources that are specific, useful, and relevant to the user.
Self-segmenting provides more relevant content for the audience.
For Phil, self-segmenting does not have to be complicated.

[14:52] — Breaking down the digital marketing funnel for Bright Ideas

Self-segment through email links
Provision of specific and targeted free resources
Offer to try out WEBS (Wholesale eCommerce Business System) and gain freemium users.

[16:12] — Activating people to avail paid services

Flowster’s freemium model allows users to make up to five templates, hoping they would pay for more templates.
Trent shares their struggle with user engagement and getting users to pay for their services.
Phil comments about the threshold of five templates for freemium users. It might be too much.

[22:50] — Designing Flowster’s user experience

You want people to keep using your app until they upgrade to paid features.
For Phil, you have to ensure that your actions will lead to getting users active on the app itself.
Including new users in a community group can help build a relationship with them. However, ensuring that they are actually using the different features in the app should be the priority.

[27:46] — Phil’s tricks on activating people

It is best to ask users why they are using your product or app to know how to serve them better.
Find out the features or services users gain value from.
Curate a clean user experience to get people more involved.

[31:42] — Prioritizing digital marketing funnel efforts

Phil suggests that Flowster prioritize efforts on the 20% that are actually using the app.
Watch out for the completely unengaged audiences who have probably checked out.
A win-back email campaign may work to get them to reactivate. If they don’t, Phil suggests cleaning these unengaged audiences from the list and moving on.

[33:12] — Tetra’s business model

His company’s model is agency style, where they conceptualize a strategy and build and run it for their client.
Tetra can also work alongside their client to teach them how to conceptualize and strategize themselves.

[34:46] — Some advice from Phil

When sending email campaigns, especially with marketing messaging, don’t use something as generic as info@domain.com or support@domain.com.
Come up with an alias or avatar to make it sound like it comes from a human, not from a computer.