Email Marketing Is Dying (and Here’s What You Should Do Next) | Ep. #608

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In episode #608, Eric and Neil discuss what you should do in light of the fact that email marketing is dying. Tune in to hear what avenues you should pursue to mitigate the loss of traffic through email marketing.

TIME-STAMPED SHOW NOTES:

  • [00:27] Today’s Topic: Email Marketing Is Dying (and Here’s What You Should Do Next)
  • [00:34] Everyone thinks no one uses email anymore, which is a false assumption, especially if you work in the corporate world.
  • [00:55] Although email marketing is dying, that is only for the younger demographics.
  • [01:15] Email isn’t as effective as it used to be, but as long as you leverage all the other channels, you can still do well.
  • [01:40] Combine emails, push notifications, and chat bots; you will get back some of the traffic you lost through email marketing.
  • [02:00] Neil spoke to someone who works in Dubai and he still makes all his money through email marketing to an older audience.
  • [02:21] Eric loves to use Subscribers.com, Many Chat, and text messaging to market to a younger audience.
  • [02:58] Sly Broadcast is a great tool that Eric loves.
  • [03:18] This tool will allow you to drop a voicemail into someone’s inbox without having the phone ring.
  • [03:40] Cut the fat on the tools, though. Too many tools spreads your focus too thin.
  • [04:25] Neil’s team uses fewer than 10 tools internally.
  • [04:32] They use Skype, Google Analytics, Google Search Console, AHREFS, SEMRush, Subscribers, Hello Bar, Hubspot, and possibly one or two more at the most.
  • [05:00] Don’t go beyond ten tools, because it is overwhelming.
  • [05:15] If you want to do well and remain actionable, using too many tools will prevent that.
  • [05:30] That’s it for today!
  • [05:32] Go to Singlegrain.com/Giveway for a special marketing tool giveaway!

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The post Email Marketing Is Dying (and Here’s What You Should Do Next) | Ep. #608 appeared first on Marketing School Podcast.

Full Transcript of The Episode

Speaker 1: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors, Neil Patel and Eric Siu.

Eric: Welcome to another episode of Marketing School. I’m Eric Siu.

Neil: I’m Neil Patel. Today we’re going to talk about how email marketing is dying and here’s what you should do next. With emails, everyone thinks that, hey, no one uses it anymore. That’s false. A lot of people still use emails. If you work in a corporate world, you have an email address and I bet you check it at least once a week. If you don’t work in the corporate world, then, hey, you may not be checking emails that often and you probably rely on text or WhatsApp or whatever it may be.
Emails, although email marketing is dying, it’s more so dying for the younger demographics. We’re seeing or we’re noticing trends that the younger people aren’t using emails as often as some of us older folks. I’m in my 30s. I love email. Eric, you're in your 30s as well. He loves email. We can’t go a day in our life without checking our inbox.
More so, what we’re finding is, yes, email isn’t as effective as it used to be, but as long as you leverage the other channels, you can still do well. So Eric still does emails, correct?

Eric: Uh-huh (affirmative).

Neil: It’s still converting decently well for you.

Eric: Yeah.

Neil: It’s harder to grow your list than it was three, four years ago. Correct?

Eric: Yeah.

Neil: You're also using some other things such as you use push notifications.

Eric: Yeah.

Neil: What else are you using?

Eric: Chatbots.

Neil: You start combing emails, push, chatbots. You can start getting back some of that traffic that you lost by people not using emails, and it still converts really well. These channels have amazing open rates, click-through rates. You got to test all of it. I was at a conference in Dubai. I was talking to someone who makes well into the seven figures, and I’m like, “How do you make all your money?” He’s like, “Email marketing.” He’s like, “Yeah, I can’t monetize the younger audience, but what I do is I buy a list from people on AOL.com because of all the older audience and I’m selling them things like life insurance.” Yes, it’s dying, but this just means you need to have a multipronged approach and go after different marketing channels. Eric, what are some of your favorite marketing channels to go after?

Eric: Marketing channels. When I talk about chatbots-

Neil: Chatbots is one. Push is another. What else?

Eric: You could do subscribers.com or you can use ManyChat. You can also use text too.

Neil: Yeah. Text is awesome. We use Twilio integration and we do things like when people watch our webinars, instead of trying to ask for email addresses, we ask for their phone number. If they didn’t convert or go all the way through, we try texting them to get them back. We found that to be just as effective, if not in many cases, more effective than emails.

Eric: You can also … Let’s build on Neil’s webinar example. If they collect the phone number, you can also use a tool called Slybroadcast or another tool called Stratex Networks or maybe they’re the same company

Neil: Dude, how many tools do you pay for?

Eric: We have a directive right now to cut on a lot of tools because [Miles Skyle 00:03:08] is like, “Dude, we have too many systems.”

Neil: Eric knows more about tools than anyone else I know of. I haven’t even heard of half these tools.

Eric: It’s too much ADD, but get this one. I don't know if we talked about this one before. Slybroadcast allows you to drop a ringless voicemail to somebody and it’s basically, hey, it’s Neil. Thanks for joining the webinar today. By the way, I have a special another offer for you and just go to neilpatel.com/neil and that’s how you get more conversions.

Neil: That’s actually pretty cool I should start doing that. Yet in general, one of the things to keep in mind when you're going after all these channels, do what Eric is doing. Cut the fat on the tools. Don’t sign up for 20, 30 of them because when you have too many tools, what happens to usage? Probably jack shit and you end up wasting money.

Eric: The biggest thing for us is … Because you and I, we get a lot of tools for free.

Neil: Yeah, that’s true.

Eric: The point is not that they’re free. It’s perpetual overwhelm. When people … The number one bit of feedback we get is people joining the company. It’s just, oh my, god, there’s too many tools and that’s why we’re trying to cut down on it. Just so you know, the average enterprise out there has up to 100 tools or so, and most of them are marketing tools. It’s in your best interest to cut down on the overwhelm and just know which one are the core systems and then from there, you guys can focus in and not have to worry about all the tool overwhelm all the time.

Neil: You know what’s funny? We use less than 10 tools internally.

Eric: For Neil Patel Digital?

Neil: Yeah.

Eric: You use Skype.

Neil: Skype, Google Analytics, Google Search Console, Atrust, SEMrush, Subscribers, Hello Bar. What else? HubSpot.

Eric: That’s it?

Neil: There’s probably maybe one or two more. I can’t think of them, but we’re already at so let’s assume 10 worst case.

Eric: I think the key here is, because we have 15 core systems so we document it like what the core ones are. I think if you could keep it to around 10 or 15 or max 20, don’t go beyond that. We have, I don't know, 100 or so and we’ve cut it down to 50. We need to cut even more.

Neil: ConvertKit for emails, right? That’s another one. In general, it’s not that many.

Eric: The point we’re making is if you want to do well and you want your team to be actionable, and I know that’s not the main topic of this podcast. Just don’t use too many tools because it’s going to overwhelm your team and they’re going to have to keep up with all of them.

Neil: Yeah. Even though email marketing is dying, there’s a bunch of tools out there. Just try to focus on the ones that are working. With that being said, go check out our marketing goodies at singlegrain.com/giveaway.

Speaker 1: This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you’ve always dreamed of. Don’t forget to write a review so we can continue to bring you the best daily content possible. We’ll see you in class tomorrow right here on the Marketing School.

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