Boost your Business with Email Marketing

Learn Email Marketing
Boost your Business with Email Marketing
This is your ready reckoner to know the WHY, WHAT and HOW of Boosting your Business with Email
Marketing.
1 Boost your Business with Email Marketing - 1 September 2018

Send me an email
rishi@webdudes.in
Sub: Ebook Email Marketing
Can you send me an email? I’d like to keep you posted when I update this eBook with new valuable
content which you may find useful.

How did you hear about
this seminar?
The answer to this question helps me understand which online tools work better so that I can give you
more informed advice.

Email Invitation
As of now we use the following platforms to announce our public events, workshops, etc.

Do you use Digital Marketing?
All platforms of Digital Marketing are good. Each has it’s unique strengths to cater to specific products
and services. In some cases, Email Marketing might be better than SEO while in other cases Email
Marketing may not work for an industry that only works with Word of Mouth (WOM) recommendations.
It's important to match the industry with the right tool/platform.

Return On Investment
Statistically, Email Marketing if done right gives the highest Return on Investment. That does not mean the
other forms of digital marketing are bad. It just means the cost is higher.

To use Bulk Email Service, we pay as low as 2 paise per email.

How Email Works
eMail Server eMail Server
If you’re wondering why we pay for Email, that’s because existing email systems do not allow unlimited
emails to be sent. They have limitations imposed on the number of emails you can send per hour or day.

Receive
Open
Click
Buy
Prospects
Customers
You might already know the concept of a funnel. To get customers, we need a lot of prospects. Not all
prospects who receive an email will open it. Not all who open will actually click on a link to buy or register.
Only a few may actually buy / register. Therefore, the bigger the prospect list, the higher your chances of
converting prospects into customers.

Bulk Email Servers
Bulk eMail Server eMail Server
Since there are limits imposed on regular email systems, we need a 3rd party Bulk Email Server solution.
These service providers charge for sending emails, thus the 2 paise per email cost I mentioned earlier.

On a personal note, I use Email Marketing as a “Foot in the Door” strategy. Complete strangers are not
going to buy a product simply if we send them a link in the very first email. The email, in fact, helps to start
a conversation with the recipient. The actual sale takes place as a result of the later conversation, and not
as a result of the first email to him/her.

Need
Also note that Email Marketing will not work if no one has a need for your product or service. Big
companies like Kodak who didn’t check if there was a need for their products had to close operations.

Mobile Phones
Look at the Mobile Phones today. The need for old mobile phones is gone as everyone wants to use a
Smart Phone. So always check if your product or service has a need as of today. Maybe a newer product
or service is more in demand. Email Marketing will not be able to help you sell a product or service that
does not have a Need in the market today.

Challenges
Let’s talk about the common challenges with Email Marketing.

Email
Database
Spam Response
The 3 most common challenges:
1. You don’t have a good email database
2. Your emails land in the Spam folder
3. People aren’t responding to you

I don’t recommend sending email to a database which you may have bought. Why? Take a look at the tiny
thresholds of one of the good Bulk Email Service. If people report your email as Spam, the service
provider will lock your account. See the next slide to understand what 0.08% means.

8 of 10000 click
“Report Spam”
(Account
Locked)
REPORT SPAM
If only 8 irritated people from an email sent to 10000 people click on the Report Spam icon for your
account, it will get locked. You’ll be in trouble.

Opt-in
So what’s the solution? Build an email database of people who Opt-In to receive email from you for your
products or services.

LinkedInFree Oﬀer
I recommend a couple of strategies:
1. Free Offer
2. LinkedIn

FREE
OFFER
What’s the best thing about FREE?
It’s FREE. 😂
There are very little or zero barriers for a person to opt-in when something is being made available for
free.

So I use Social Media to post FREE stuff. If people are interested in the FREE stuff, they need to give me
their Name and Email Address in exchange for it.

Seminar
I do the following FREE seminars:
1. Making your Website is Easier and Cheaper than you Think
2. Boost your Business with Email Marketing
3. Participate in a New Global Economy with Bitcoin

Here is an example of a post on Facebook of my seminar “Boost your Business with Email Marketing”. In
the comments section, I have given a link to register for the FREE seminar.

When a person clicks on the link, they land on the event website and register for my seminar. They provide
their Name and Email Address and I send them an email whenever I have a service / product related to
Email Marketing. The chance of them buying is higher since they showed interest in this topic.

eBook
I offer the following FREE eBooks:
1. Create your Website in Just 1 Hour
2. Boost your Business with Email Marketing
3. Demystifying Bitcoin

Here is an example of a post on Facebook offering my FREE ebook to create a Website. The person needs
to click on the link in the comments section.

When they click on the link they are prompted to enter their Name and Email Address. After they click on
Download, they receive an email with the link to download the FREE eBook.

Advertise
If you don’t have a very large network on Facebook, you can opt for advertising your FREE stuff.

Software
You can get an App developed for a fee and offer it for FREE. Alternatively, you can also recommend a
good software which you’ve evaluated in exchange for their email address. For example, Dharmendra Rai
is a Mind Map Trainer so people will value his recommendation for a Mind Mapping related App.

Video
You can offer a Video for FREE. Most smart phones do a decent job with HD recording. Record your Video
and post it on YouTube as an “Unlisted” video so that it can’t be searched for on the Internet. You can
then share the link only with the people who request to you by email. Some examples of the Videos you
could create:
1. Food recipe
2. Guided Meditation
3. How to use useful features of an App

Two things to keep in mind when creating and offering FREE stuff:
1. Don’t go broke 😂
2. Give Good Quality stuff

High Quality Opt-in Database
Send Bulk Email to this Database
You would have built a very robust email database with the strategies above. Now you can send email to
these databases because they have opted in and your FREE content was related to your PAID product/
service. The danger of being reported as Spam is very low when email is sent to an OPT-IN database.

Create Account & Good Proﬁle
You can also use LinkedIn to get verified email addresses of people who are connected to you. If you don’t
have a LinkedIn account, you can create one. It’s FREE. Don’t forget to write a Good Profile.

If you’re not sure how to create a Good Profile, read this article:
http://bit.ly/2ONGp3W

Hire a Good Professional
If you can’t create a Good Profile, hire a good professional.

Please write to me on rishi@webdudes.in . I can put you in touch with the professional who created my
profile in 2016.
I recently again availed her services to update my profile as per my current business. Since 2016, people
started to accept my connection requests quickly and my database grew exponentially. I would
recommend you use her services to get the job done.

19000+
Connections
Today I have over 19000+ LinkedIn connections and I give a lot of credit to the fact I have a Good LinkedIn
Profile. It is an investment totally worth making.

Import Database
If you already have an email database, don’t send email to them directly. Instead:
1. Import the email database into your Google, Yahoo or Hotmail contacts
2. Sync it with LinkedIn

Sync Contacts
Click the link below to sync your contacts from Google, Yahoo or Hotmail with LinkedIn:
https://www.linkedin.com/mynetwork/import-contacts/intro

Ready to
Import
Go to LinkedIn, click on My Network:
https://www.linkedin.com/mynetwork/
Click on Continue.

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You will be prompted to invite the contacts from you Gmail, Yahoo or Hotmail Contacts to your LinkedIn
Network.
Click Add to network.

You will also be prompted to connect to your Contacts who are already registered on LinkedIn. With just
one click, you will be reaching out to so many people.
Click on Add connections.

Search & Connect
You can also search for specific people. If they are in your 2nd level network, you will be given the option
to make a connection request. That’s why it’s good to connect to any employee of a big company because
he or she might be connected to the CEO or HR Head since they are in the same company. This is a smart
strategy to connect to the senior management.

Hi Dharmendra, I’d like to join your LinkedIn network
Rishi Gangoly
India's First Website Coach
Learn Website Making
View Proﬁle Accept
Dharmendra Rai
When you connect to people on LinkedIn, they will receive an email which gives them the option to “View
Profile” or “Accept” connection. There is a good chance that the person will click on “View Profile”. If you
don’t have a Good Profile, they will NOT accept your connection. You will miss out on building a large
email database.

Export LinkedIn Connections
The good thing about LinkedIn is that you can export the contacts and send email to them. Use this link to
export your existing connections in CSV format:
https://www.linkedin.com/psettings/member-data

I’ve
hidden the
email
addresses
to prevent
them from
being
abused
The LinkedIn Database
The great thing about the LinkedIn Contacts is that you get the First Name, Last Name, Company Name
and Job Title along with their Email Address. This is very handy when you want to personalise and send
Bulk email. I will show you how to do this later on.

High Quality LinkedIn Database
Send Bulk Email to this Database
Although people on LinkedIn may not have opted in to receive an email from you, since they saw your
profile and accepted your connection, they won’t feel offended if you contact them by email to do
business. In my experience, my emails are not reported as Spam from LinkedIn.

1
2
3
However, sometimes (rarely) I get an email from a person asking me, “Rishi who are you? From where you
get my email ID?”. I have a standard reply reminding them of our connection on LinkedIn. I also apologise
for having intruded and offer to not send an email in future.

Spam
Now let’s understand the various strategies you can use to reduce the chances of your emails falling in the
Spam folder.

When sending 1 on 1 email, these technologies are fine. But they do not work well if you want to send
Bulk Emails.

Requirements
Corporate Email Address
Example: rishi@webdudes.in
My recommendation is to use a Corporate Email ID to send Bulk Email. Why?

Sender Policy
Framework
Block
Spam
Because most email systems today use a technology called SPF to combat Spam. It uses DNS to check if
an email is authorised to originate from an Email Server.

Bulk Mail Server
Bulk Mail Server
Gmail Server
Corporate Mail Server
NO DNS
DNS
rishigangoly@gmail.com
rishi@webdudes.in
NO DNS: Emails will be rejected by the customer’s email server since we can’t authorise the Bulk Mail
Server IP to send email on behalf of gmail.com or yahoo.com .
DNS: Emails will be accepted by the customer’s email server since we can authorise the Bulk Mail Server
IP to send email on behalf of webdudes.in .

Next you need to check the Spam Score of your emails before you send them to your database.

www.mail-tester.com
Go to the website - Spam Mail Tester (www.mail-tester.com):
1. Use the randomly generated email address
2. Send your message to this email address only
3. Click the button “THEN CHECK YOUR SCORE”

You will get a report of how good or bad your Spam Score is. Click the “+” sign to view more details.
My emails and bulk mail servers are of very high quality and therefore I got a perfect 10/10 score. 😂

Mailjet
I’ve been using Mailjet since 2015 and have been getting excellent results using their SMTP service.

This is their website www.mailjet.com .

Rs. 562
You can sign-up for a FREE account. They allow you to send 200 emails a day for FREE. If you are getting
good results, you can upgrade to their BASIC plan at $8.04 (approx Rs. 562) per month.

Response
Lastly, let’s explore how to make people reply to your emails so that they buy your products/services.

Images
A lot of emails have images embedded. Because of this, they don’t reach the Inbox. They fall into the
Spam folder or Promotions Tab.

Here are some examples of emails with images.

This is something I have opted for so I move them from the Spam folder or Promotions Tab to my Inbox,
telling Gmail what I consider Spam and what I don’t.

This is something I’ve opted-in for, so I moved it to Inbox.

Same for this one.

Dependency on Recipient
Although images look great, it requires the recipient to take the extra step of whitelisting your emails.
Only then your email will certainly get delivered to the Inbox.

Text
To avoid this problem and ensure my emails are delivered to the Inbox, I use plain text when sending Bulk
Email.

Dear [Firstname]
How are you? Hope all is well.
I’m conducting a seminar “Boost your Business with Email Marketing”
on 26th July 2018 at “Venue, Suburb, Mumbai”
Would you like a free pass to attend?
Rishi
Here is an example of an email I send to my contacts.

Dear [Firstname]
Would you like a free eBook to help you create your own website in just 1
hour?
Rishi
Here is another email I send to my LinkedIn contacts to see how many people are interested in creating a
website. Then I keep track of the replies and based on their replies, I build a list of people who are actually
interested in creating their website. In future, when I conduct a PAID workshop, I’ll send them an invitation
to attend the same.

Read this article why sending TEXT emails is better:
http://bit.ly/2w3Geuy

Read this article on the various things you can do so that your Emails are delivered to the Primary Tab:
http://bit.ly/2LjxdSw
Be aware, the Promotions Tab is a pseudo Spam folder since very few people check the emails in there.

Personalise
A good strategy to get people’s attention and reply to you is to personalise the emails.

Take a look at this email which starts with “Dear Sir/Mam” … The moment you read an email like this, you
know it’s a promotional email. However, if it started with something like “Dear Rishi”, there is a good
chance you’d read the rest of the email.

Here is a software I use you can use to customise and personalise each email.

The final email goes with the person’s First Name instead of Sir/Madam.

MaxBulk Mailer
This app is called MaxBulk Mailer and is better than Mailchimp. It gives you the option to send plain text
format, while Mailchimp will let you send emails in HTML format only.

Use this link to download MaxBulk Mailer:
http://bit.ly/2MrEdlT
It supports both Mac and Windows.

Short
People’s attention span is reducing every year. Keeping your emails short is KEY to ensure they read your
email. Don’t send too many details in the first email.

Read this article to understand why SHORT emails are key to success:
http://bit.ly/2BArKHw

Dear [Firstname]
Rishi
3 Lines
Stick to 3 lines:
1. Greeting
2. What’s in it for me (me being the recipient)
3. Call to Action

What’s in it for me?
This is a very important part of your email. People don’t have time to read something unless they can
directly relate to how your email will be useful to them. You barely have 5 seconds to get their attention.
Otherwise he or she will delete your email or move to the next one.

Dear [Firstname]
Rishi
What’s in it for
me?
In this example, the word “YOUR” is what get’s the recipient to realise that it’s going to benefit him/her.

Call to Action
(Question)
The Call to Action is also a very important part of the email. Reserve the 3rd line of your email for that.

Dear [Firstname]
Rishi Call to Action
In this example, the call to action is a Question which the recipient will be tempted / prompted to reply.

Call to Action
(Link)
A link can also serve as a Call to Action. However, I prefer to ask a question over sending a link. Because
it’s warmer. Sending a link directly is a bit cold (Robotic and Automated). I have noticed better responses
and relationships develop when I don’t send links. Let the recipient ask for it and then I send them the link.

Dear [Firstname]
Click the link below to register
http://eventbrite.com/emailmarketing/register
Rishi
Call to Action
If you still choose to send a link, refer to this example.

Canned
Responses
After people use my strategies, they start getting hundreds of replies to their emails. Sometimes, it
overwhelms them on how to respond to so many emails.
Not to worry. You can use pre-defined responses for sending replies.
Instead of 3-4 minutes per reply, you can achieve the same in barely 3-4 seconds.
(a) Gmail (http://bit.ly/2MNnj0r) (b) Outlook (http://bit.ly/2LjM9jR) (c) Mac Mail (http://bit.ly/2o1g4DZ)

Thanks for showing interest in the seminar.
You can register for it on the link below
http://eventbrite.com/emailmarketing/register
Here is an example of a canned reply.

No problem.
Would you like me to invite you for the next seminar?
Here is another example of a canned reply.

This is the “Canned Response” feature enabled for Gmail.

Questions
Group Photo
If you have questions for me, send an email to rishi@webdudes.in and I’ll respond to you at the earliest.

Send me an email
rishi@webdudes.in
Sub: Free Consultation for Email Marketing
I’ll be happy to offer you a FREE Consultation to check if Email Marketing can help you Boost Your
Business.
Send me an email with the subject: Free Consultation for Email Marketing.
I will schedule a session with you on the phone or Zoom (Video Conference).
Thanks for reading. If you have any feedback, do write to me on rishi@webdudes.in

Boost your Business with Email Marketing

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