$250k! Successful Email Campaign Structure & Strategy (2019)

Hey guys I am Los and today, we’re gonna show you guys an email marketing campaign, that our head of email Rosen is gonna walk you guys through.

What I’m doing in this series is showing you different people from the office, and what we do at SVG. We’re gonna be doing case studies, education, showing you guys how we execute these things, and if you guys want any help, learning how to execute these things, we have two ways we can work together, either apply to work with us, or join the academy, but in the mean time, stay tuned for Rosen. I’ll see you guys next time.

What’s up guys, I’m Rosen, I’m the CEO of SVG, I’ve sent over 50 million emails, I’ve generated over $250,000, just through email, I’m sure more, if you wanna include texting, and all that fun shit.

I manage six different email accounts right now, and then I got two dudes that work with me, that each manage five accounts.

Email campaign structure. I’m gonna go a little more granular, into, why we make the decisions that we make, in our overall 30, 40, 60, day calendar break-downs and structure.

At the end of the day, we try to keep a similar theme going, we do a combination of content emails, and a combination of direct sales emails. If you have large holidays coming up, it can shift your calendar.

So a big thing you wanna do with your structure is really have it dialed in, you wanna have a base of four emails a week for example. It doesn’t have to be four but you should at least have a base of how many are going out per week, right?

One of them is going to be a blog, one of them is gonna be a direct sale, and two of them are gonna just be soft pushes to supplement the stronger emails.

That’s great. That it is a structure we specifically use on some of our e-commerce brands, you kind of have to find the sweet spot in the amount of emails you can send per week to a brand.

Slightly older audiences, I’ve noticed, are more accepting actually, because they prefer to be communicated to through email.

Younger audiences, not so much. If you mail them a lot, they will literally mail you mean things back. Mail them when you wanna sell something, mail them when you have some good content, generally a video if they’re a younger audience.

Not too many younger people choose to read it, so I just like to mail video’s.

If a massive holiday is coming up, you have to make the decision. Do I keep mailing my four standard content emails and what-not? Or do I adjust for a sale?

Obviously adjust for the sale, that week maybe you’ll mail, seven times, eight times, ten times that week. It doesn’t matter if that is the main goal, if your goal is to sell, you want to be segmenting your list, based on who’s opening, and who’s clicking those lists, or those emails.

If you have multiple emails on a day, don’t mail the same people over, and over, and over, and over. Segment it out, do a send to on opens, a send to on the non-clicks.

Segment your list out, don’t just immediately go and be like, I’m gonna mail all 100,000 people, ten days in a row, seven times each day. You’re gonna get a bad name, they won’t like it.

Ultimately, when it comes to the campaigns, and setting up campaigns, there’s no one size fits all template. Every brand is different, every audience is different, and the way you treat them is different.

Initially, you need to come up with like, I suggest the four emails, it’s a good starting point. I’m not saying it’s the end all be all of email campaign set-ups.

Some of the brands we only mail once or twice a week, because if we go over that, our open rates actually go too low.

Some of the brands we mail, 10 times a week, not every week, but some weeks we’ll throw 10 emails that way, and they do absolutely just fine, cause the audience and the branding, and the demographics are trained to more, be accepting of it. At the end of the day, you need testing.

You need to test send times. Test sending in the morning, and I don’t just mean like 9:00 a.m. or 10:00 a.m. I mean like six o’clock in the morning, four o’clock in the morning, way before they wake up.

People wake up a lot earlier than you realize, nine out of ten times. Send at night. Send at 6:00, 7:00, 8:00, 9:00, 10:00 p.m.

Try different from names. My name is Matt Rosen, maybe I’ll mail from Matt, or Rosen, or that dude. Try different things that, invoke people to want to click the link and open your email.

When you’re setting up your subjects, this is a really big one, use a Subject Line Tester. It doesn’t get any more simple than that. Sendcheckit.com is great, or google, Subject Line Tester. Pick any of them, use them to make sure that, you’re sending emails that, google rate the words or the Subject Line Tester’s, since it rates all the words, you wanna score a good score.

If you’re using very niche specific words for fitness, or Real Estate, or whatever the hell you’re selling. If your score lowers because of a very niche phrase take it with a grain of salt, the score is not gonna, it doesn’t know how to calculate niche things.

But if you are just doing like a sale, if you’re doing 25% off, and you put in the subject line, 25% off everything, in all caps, and it says you scored a 42. Don’t keep that. Find a better way to say what you’re trying to say. Use emoji’s, use arrow’s, use two parts of your sentence.

Test your subject line, it’s one of the most critical part of your campaign set up. You can have the world’s best copy, if the subject line isn’t good enough, they’re not opening it. Doesn’t matter how good of a copywriter you are.

Whether or not it’s a content mail or a sales email. Sale’s emails, there’s long form or short form. Short form generally gets better clicks, generally the shorter, more direct to the point you are, the better it is.

Unless you’re going into a more in-depth science-y subject, or subject that requires actual explanation. Older audience’s will also appreciate writing more than younger audiences.

Some of the supplement brands we manage, would prefer to receive a video, and I’ve done the test, I can send them an article, I can send them a video, the video’s a 100% get better clicks, 100% convert better, and a 100%, I’m sending them into a page with the objective of selling.

I’m making more money, if I’m sending them videos. Conversely, slightly older demo’s, 45 plus, I send them the listicles, and those emails bang, they do great, they make money, the goal is not to make money, it’s just to get you to read something.

If I send them a video, it does okay. Honestly they don’t even watch the whole video, they click out of it, they don’t have the attention span, or they don’t know how to, they’re not technologically advanced enough to figure out how to press pause, or un mute.

Those are all different factors that you want to consider when you’re creating your campaign structure. If you have any questions about anything I just talked about, it’s confusing, trust me, I know. It’s taken me a long time to really understand, learn this.

Head over to the video on YouTube and drop a comment in the, send us message, DM us, however you’re watching it, reach out through it, you know how to.

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