E: 101 Itay Paz w/ Morning Dough -How To Properly Utilize E-Mail Marketing To Achieve The Ultimate Succes

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And the first month I just built a website with some links and stuff like that and started to make money. And I built another one, and another one and another one. And then I build well until today, thousands of websites over time. And I've done so many things online from having my own products, marketing other people's products conferences, webinars, whatever. I did over 1000 webinars. There's so many things I've done. over time. So the experience was actually very good.

You find eventually what works, what doesn't, what works for you, right? Mm-hmm. So if a business owner, usually that's the issue. Mm-hmm. people say, Oh, do social, do email marketing, do seo, do whatever it is, and then it it's, it's usually one person or small business depending on the business and limited resources. So he needs to figure out what to do.

So over time you do figure it out, but it's always good to get like people like you that can actually direct the people and get the shortcut for that. And the past few years as I mentioned BC before covid, I had a big conference and it's called the DMI Expo, which is for digital marketers, affiliate marketers for business owners here in Israel International. And unfortunately Covid, we had to shut down international event. When the borders are closed, you can't really do, Yeah. So three years.

Mm-hmm. I went back to my roots, went back to seo, went back to email marketing. I established a morning do, which is an user for people who do use online marketing. And now we're like in full gear. We have an event in three weeks. The morning day is, crashing out. It's crazy. And we keep on building websites so we get great results and here we are. Now it's just exciting. Right?

So when you see other business owners and you're like, Oh, you have to make a major shift, a major pivot, a major change, what are some of those struggles that you went through to be able to do this sort of a, big shift?

Yeah. I always say when you're in doubt sometimes you're in doubt, you're not sure what to do, just do it unless it's like you're doing something which, oh, this is, could be like life at death. But it's not just start in test, but just, Well first of all, there's a great tip.

I can always give people, Some people when there's a, a crash or something, there is something happen like the covid for that matter, and some businesses will shut down and you're going home and you are either your store or you are whatever clients, you can't really approach 'em. and people get stressed and they don't know. And the energy goes down usually. So what most people do, They're looking into themself. Where did they get wrong? How can I find a solution looking in their soul?

That's what people are telling them. And I'm saying, if you have a car and your fuel is out, are you looking inside the fuel tank and saying, Oh, how can we fill it out? No, you go to the right, you go to the gas station, you put gas. So this is a great recommendation for people. It's a good tip to just connect with good people.

If you're on low energy, call someone with high energy and understands you, you can speak with 'em for five, 10 minutes and you have the gas to move for weeks to go or whatever it is, just have the right surrounding behind you. Right. I always like to, to speak to people. Again, smart people just get their thoughts and figure out what you do. When covid hit, we were all into the conference, so I, I put all my chips on that. It was shut down like in one day.

It's just crashed and we had to postpone it in actually three years. We didn't have an event until three weeks from now. So we started to do some stuff. We played with all kinds, stuff of things, and we tested and after a few months we decided to establish the Morning dough, which is the newsletter. And again, it was just looking at the different options I had and I look what's best for me? This is a good time to reinvent myself. I can do whatever I want. I'm 49 years old.

Let's say we are going to stop working in 20 years, it won't happen, but just for 20 years retire, then in 20 years I can build 10 billion businesses. It's a long time you can do anything. It's all about your mindset. Just set it up. Don't, cave into yourself. Just go and do stuff. When you do stuff, here's the thing. When you do stuff, you get results. You get results, your energy go out, it goes up. Your energy goes up so you do more, right?

Yep. It's like, Oh, if I do 10 calls to someone for sale, okay, so I might get a sale, I got a sale, now I'm willing to do another 20 calls or more. So it's just a matter of just re-energizing yourself and moving and doing. That's how I do it. In order to get out of the, what do you call, stack mode to get to the unstuck mode, right? From my end, that's how I see that. Mm-hmm.

There was a company here in town and when Covid hit, they were a mechanic shop. And I mean, everything got shut down here in March, which in northern Alberta, Canada, the weather's starting to change. People are changing their tires from winter tires to summer tires, and that's a big opportunity for them to make quick revenue while Covid hit. Now, people weren't driving. They weren't coming in. So what did they do?

They ran TV ads on the local TV station, which, What was everyone watching during that time? everyone wanted to see what was gonna happen with Covid. So everyone was watching the local news. Other businesses were pulling their money out of marketing, they dove in, put money into marketing. They got unreal deals because the TV station was panicking over whether or not ads would be able to run and whether or not they were gonna generate any revenue.

So they dove in, they got an unreal deal, and they decided that instead of coming to us, we're gonna come to. And they went out and they changed people's tires from winter to summer on site so that you didn't have to worry about exposing yourself to anyone because you could stay in your house while they changed your tires outside.

So you better the guy in the warehouse that sends the envelope or whatever it is, can work twice as hard, but you more hours. But the money for, or the resources you have for marketing, this is, you can't really, obviously you should manage it smartly, but still don't cut it because I call the spiral effect. So you shrink the marketing budget, you get less sales, so you need to cut more of your people, whatever it is. Then you have less income. So you need to cut more and more and more and more.

Eventually you get to the dot where your business is gone, or a company doesn't really matter. The same effect for everyone.

When others are fearful, be greedy. And when others are greedy, be fearful. Love it. Mm-hmm. That's it. The other thing that I found was really fascinating about your story was you were so heavily invested in one thing, right? The event. And when that was taken away, you were left with nothing and you had to start over and start something brand new. and linking that back to marketing, an analogy that I love to use as a stool, right?

Imagine that you were sitting on a stool that only had one leg and that was the only revenue source into your business. How secure is your, seat? How secure is your balance?

And just put my time into that, grow it and have it like a business that can runs for long term. So it made sense at that point of time just because we finished one big thing. Let's do it right. Topically, you're right, you shouldn't do that. But when you do start a business, I wouldn't say start three businesses at the same time. And I felt like, yeah, I restarted an event that we had before, but it's still, it's a rebranded event. So it's like a new business.

Like you're at a store for pets and now you are opening after few years and again, and you need to rebuild yourself a new brand. Whatever it is, it makes sense. Put all your eggs now work. It, it can't really grow without, with you doing other stuff in other places. Right. But once your business is, stable, definitely don't be a bad thing is to have a business with one customer or one traffic source, or one supplier or one whatever, one is bad because it's bad for business.

Now Covid is obviously. Something that happens probably once every, whatever it is. Hundred, many years, but still years. Yep. Yeah. Probably. Maybe no one knows, but I'm just saying Yeah. Obviously you should prepare yourself and have it if one of the things I could have taken the conference to do online. Right. So topically I could have taken it online. Mm-hmm. I decided not to do that for many reasons.

But one of them, there's no big money in online conferences unless if you have an agency or product to support it. If you just do it for, for the event, it's not worth doing that. Correct. So, and that when I decided to pivot to something online, I said, I have an opportunity. Right. Three years, build whatever you want online. I know what to do and just do it. And I went to basics, like email marketing is like, I don't wanna say the stupidest, stupid. Basic thing, right?

It's like email and people say, Do people email, read emails? Yeah. People read even the spam. The spam, they go to the spam and looked if they didn't miss an important email. So if you said an email, and god forbid they went to the spam box, probably if it's not really spam, your readers will read it. Right? So I'm just saying email is still live and kicking. Do you read emails on phone? Everyone reads it's there. It's having kicking. That's why I found it.

It's very simple model to build, even if you don't have a business or supporting to business.

And this wasn't just exclusive to our clients, like across the board, people were just having issues with it where their page, their Facebook page still exists, but it's restricted from advertising. Even though the ad account still exists, but you just can't advertise with that page. And so like now, people were dead in the water of a lead source that was working. And the guys that were really heavily invested into that now they had to try to work on a pivot.

So you want to diversify your portfolio from a marketing perspective too. And that's where I think an e. Marketing campaign can really come in. Now the thing with email marketing, you mentioned that people, people look at it, people read it. People go through their inbox unless they're one of the people that have like 10,000 unread messages in their inbox. Evan starts smiling because he's one of those guys. I hate having that unread ticker on my inbox. It drives me to insane.

And when like people, like somebody shared their screen, they're going through something and I saw like 15,000, I almost. A fucking heart attack But just my OCD on that. So, in email marketing, I mean, obviously one of the first things you need to do is you need to get people to open up your email, right? Regardless of the content or not, and maybe the content is partial to having them open up your email itself.

But when you look at that, when you look at open rate Evan mentioned open rate of any hour, 40%. Some people are like, Well, if you get a 5% or a 10% open rate of your email, you're amazing. Right? What are some general statistics for that one can expect for an open rate and how can you increase your email newsletter marketing rate, opening rate rather? Right. So,

Like we were talking about Warren Buffet, So give me five minutes, Warren Buffet. It's much better than 10 hours with any coach you can find in the us I'm telling you, I'm willing to do that. Like it's a simple trade, right? Cause you just need one thing to take it out of it, right? You don't need a long thing off everything. So email marketing as itself, it's, if you're talking about numbers, the data is not accurate. And I'll explain.

It's based on how does the email systems auto responders know that people read it? It's cookie based technology doesn't really matter for everyone. It's a black box for us. And sometimes it doesn't really work well. So if you see five or 10 on 15, Yeah, that's the path. That's the number. But could be twice. It could be No one really knows. It's not. 100% bullet profile. Obviously if you get lower number 1, 2, 3, 4, 5, it's a lo lower number you should expect if you have a quality list.

And that goes to quality list. So if you have a low open rate, that means that either your quality of the people on the list, it's not good. And quality doesn't mean there are bad people. It means that are not fit to what the value that you're actually giving or that the value that you're giving is not good enough. Or it could be both. but I would say, yeah, you should aim 25 to 50%. That should be like a good benchmark. People say, Oh, I get 90%. A hundred percent.

Okay. So people say my grandmother would say, So people said the. It doesn't really mean that you should expect a hundred percent. We don't get a hundred percent. It doesn't make sense. Even when I get emails on a newsletter are on a daily basis or weekly basis, I don't treat everything. We're busy. Sometimes we open, sometimes we don't.

Sometimes we pack it to the weekend and read some yes, some no. But at the end of the day, it's not about the numbers of how many people are opening it or these numbers, it's what's the results you're getting out of it eventually. Right. Right. Mm-hmm. if you make money off it to your business, it totally makes sense and you know that you don't need to have a big list in order to get to these numbers.

Any business, small business, I always say the most valuable thing for you is your customer list and potential customers. If someone comes into the store, even if he doesn't buy, if you can get his emails, it's a winner. Right. He went in into your pet store, right? He didn't search for the bathroom, for sure. Well, hopefully. So. Unless he made a mistake.

It's always good to offer them something in order just register to our newsletter and over time you can convert them to a customer because once he went in and went out, it's gone. Now, if you're a coach, it doesn't really matter. You can build list in different ways. I will, when you go to a conference, coaches goes to conference, whatever it is, you can, you get business cards, right? So when you give me a business card, and I know some people say, Oh, the the spam does it, is it legal?

But I'm saying, you gave me your business card, right? Do you want consent? You want me to be in contact with you, or you want me to try? If I, or you prefer I go out the door of the conference, just put it in the trash, right? Yep. You, you gave it for a reason. So if you gave it for a reason, I can email you. So you, the best practice would say, Hey, send him an email and say, Hey Joe, you know I got your business card. I have a newsletter. So I've put you on the list.

If you don't want to be, just click on the opt out or let me know and I'll remove you. You can do it while you actually meet them and take the car and say, Here's it. Okay. If I can put you on the list, I'll send you a newsletter if you can. Don't want to just opt out. Who doesn't want to say, Don't put me on the list. So it's not that complicated to do. You meet people day in, day out. It's not about the online thing.

It's using the offline to online, and it's very simple, especially when you're a business owner. You have to talk to people, right? You're speaking to people, Yes. To do that. And that will create you an asset that people open, read the value. And then take action depending on what you expect them to take action eventually. Right,

So when you capture their email for a booking, you can either mention it right there on the phone, or if you're in person right there on the phone or after the booking reference in one of those, one of those emails, when you're sending them a appointment reminder or when they're, when their job is complete, that's when you can send this email out to them because they've given you the data for you to be able to communicate with them.

That first email is, Hey, by the way, we've added you to our email newsletter list for you to unsubscribe. Please click here. So that would be a flow for, for somebody in the HVAC world versus the business card aspect of things.

if you say, Oh, it's pets and you newsletter, and you send just offers, then maybe they were expecting to get some tips, how to train your dog or whatever it is. So just make sure I'm just jumping into that dog thing, but it doesn't really matter which business. Just tell them what it is so they'd know what to expect. Second thing, Tell them how often and when you're going to send it. Mm-hmm. So they know to expect, because some people say, Okay, I have a news there.

So, and then they send you an email in two weeks, and then the first thing someone does is spam, right? They don't remember who you are, what you do, what the hell it is. So if you tell them, I'm sending you once a week, usually it's on a Sunday, or I'm sending you to once a month or two times a month, whatever it is, set the expectations so they will know who you are and what it is, and not say, Oh, who, who hell is this guy? And I will add to that, try not to change the frequency.

So if you send like once a month and then suddenly, oh, you have a promotion now you're sending once every day or, twice a week and say, Oh, this guy he was sending once a month and now he is sending me like a daily email, he's a spammer, boom. So, and that can hurt your open rate and deliverability. So I would say Try to stick in the same frequency. If you do wanna change it, just tell them. Right? And guys, next week we have some kind of I'm doing something new.

I'm trying, I'm doing some webinar, I'm doing a daily value for you, whatever it is. So instead of sending you once a month or once a week, I'm sending you three times. So please know that. and I'll add to that, when people say, So, what's the best frequency to actually send the emails, Right? Or newsletter, whatever it is. There's no right or wrong. It depends on your audience.

So if I'm a stock broker giving advice or whatever it is about the, I'm sharing about the, the market, I might send 3, 4, 5, maybe 10 times a day, depending of, of things, right? Microsoft yesterday published their numbers for this the, for the queue, right? So why not sending way, here's an alert or whatever it is, an email, a message and if you are doing other businesses, you might be sending month, once a month or once a week.

Adjust it to your market and to your audience and what they expect. And think about it, you're in the market, in your own verticals. You should know what your customer is because you are, you are our, a customer yourself, probably of the product. So you should know what should be the frequency. You should actually, that you can always ask the audience. But I am saying, asking sometimes it's overrated. Absolutely. Right? you should figure, you said it yourself. Just do and and figure it out.

Yep. Well, and sometimes it's easier to ask for forgiveness than it is for begged for permission. So, And you can look at others, right? Yep. You're not inventing the will.

It was supposed to be in the title, right? That the subject, that would be like the best, I think the news of the day. And then I said, You know what? Let's test something else. How about we write the same subject every day? It's five days a week, every day The same. Only the, it says your I don't even remember we copy paste it already so many times. It's just you, maybe you have it in front of

Let's say again, let's go to the dog store, right? The once a week he says the weekly deals, and the one week he says the tips of pets at whatever care tips of the week. right. So it's, it's a good thing, right? It's, that's it. Very simple. You don't need to, people think, Oh, I'm not a marketer. How can I write? for me, when I started the, the, by the way, the morning those started with a bullet and then I, I summarized a paragraph. Mm-hmm. of the actual news.

Yep. That's what, how we started, like maybe half of it was, I spent so many hours and I said, I hated it. I said, What did, I got myself into it. You should enjoy what. All the marketing aspect of a business. No matter what you do, it should be fun or outsource it or don't do it if you don't like it unless it's like a must. So I always say just write. The best way to write is to write in a way you are actually speaking. This is like really awesome. Just so you know.

When you write the way you speak, then your audience will love it because when did they meet you? When someone meets you says, Whoa, I know. I feel like I know you in person and you're not like the mechanic. The church that's right here. Today is da. You are the same person. You're writing it. And I wrote a book, it's called Blonde Can Too, and I know Yeah, Me Too and everything, but it's called, it's just, it's just a gimmick maybe 10 years ago. So anyone It was, came from the Yeah, exactly.

Go back to the many years back. And it's a 250 pages book, and I wrote it in six hours. That's it. All I did, I spoke for six hours. I recorded it. Every hour is about six 70 pages. I send it to someone to transcribe it, to edit it, whatever it is. And when someone reads it, he says, Oh, you, you're the same person. I feel like I'm connecting to you because I read it and you're explaining the same concept that you're, when you're talking to me. And I said, Yeah, because.

You're reading my, the same language. I'm actually speaking. So taking you to the emails, just write whatever it is. Hey, today I got to do my story early, and I thought I'm going to write you a quick email. Whatever it is, here's whatever On the way, I saw this bird, whatever. Again, it's depending on the audience. Just make it fun, make it cool. It's easier for it to write, otherwise you won't write it right. If it's stressful for business owner. Mm-hmm.

if it's stressful to do Edwards, it's stressful to do social seo, whatever it is, they won't do it unless they do outsourcing, which actually is not a bad idea, but you're talking about writing to your audience, I think there's no one better to write than someone who knows the market himself. That's my

When it comes to email newsletters, like there are services out there that will just transcribe your text, record a voice note, send it to somebody, your team, have them transcribe, transcribe it, put the email together. Now it's still you, now still your business, now it's still your expertise. They'll able to have that go out with all that knowledge, and you don't have to write it. Have a random thought as you're driving in your vehicle voice note.

Now you've got your blog, and if you do that enough times, you take the blog that got the most hits, and that's your email newsletter.

Do it has to be fun, because here's the thing, most business owners, they love what they do, right? If I'm mm-hmm. I don't know. I love to coach. I'm a coach, Right. For business, for whatever it is. Doesn't matter for sports, right? That's what I like to do. And I have a class, afternoon class, right. For Jim and cla, but I hate marketing. Well, I'm not hating marketing, but it's not by forte. Right. I love to train them. I don't wanna sit down and write stuff and do invoices.

So build whatever you can that will support have the team, have you guys, for example, to support him in helping in that and keep it to minimum in of the things he doesn't really like to do in his business. That's how I see that. Mm-hmm.

And after probably the fifth or sixth one and reading all the different articles that you put in there is such a smart way for you guys to do that. For, at least for the, for the marketing side of things, because you have different things that appeal to different audiences in different markets. This one has 12 points with three extra insights. So there's 15:00 AM I gonna click? All 15 of these. No, but if I click on two or three and I've gotten valuable insight from it. Absolutely.

And I think the one that monetize YouTube shorts actually came from your guys' email address. And then I sent that over to the team and I'm like, Hey, by the way, YouTube shorts monetization is coming. Let's take our long form podcast that we have with our snippets and make sure they're under 60 seconds so that we can eventually monetize our YouTube shorts. Right? So it's those, that's that one tiny nugget of value that you talked about.

But before we get into the content, we do have something called our random question generator, which is just as what it sounds, it's a random question. And Evan maybe we can do a voice recording here, the random question generator for next time. So Haw can edit that. You can put it onto your road board. And away we go. So we have three que, three questions. You don't get to know what they are in advance. You just get to choose. Do you want question one, two, or three?

And so I would have totally energy all the time. Don't, don't, you don't need to. I don't see a value in that. Obviously you do need to do that, but I mean, mentally if you, I could have the power. Just let's, keep on running right?

Obviously we mentioned it should be like some kind of a balance between promotion and value. And even if you sell something, you can definitely do it in a different way. So just to, for example I, I just got it from Amazon, right? Logistic. I love this. Strange enough small came from lo from Amazon and I, let's say I'm a store, right? I'm selling it or whatever it is, online store, offline. So it doesn't really matter.

But instead of just doing it send it as a photo, I can do again, goes to what you mentioned on content social media. I can do how do you call it? The box opening process. Right? Unboxing. Right unboxing. Yep. I can, I can explain how it works. What's the benefits of this mouse over other mouses. So give the value. And eventually people will decide if they sh wanna click and buy or not. Right. Just figure out it's, you can be salesy without being salesy. It's the best way, by the way.

And people, people don't mind you selling them this way. Again, this is a hard core, core product, but could be also coaching or any other business doesn't mean matter, it's physical or not. I wouldn't say I don't do long emails. Right. I have a d d for me to read when someone send me a long email, unless it's, if it's a contract that unfortunately has to. I'm, I apologize in writing tmi I can't really read it. Just write me whatever it is. And that's how I became to the style.

I, like, I write the way I write. That goes by the way, to the conference. I think I, I mentioned when we spoke earlier about when we build the conference for, digital marketers in affiliate marketers said it's built by affiliate and digital marketer for affiliate and digital marketers. The way I wanna go to shows, that's the way I build it. So the way I'm getting an email, what interests me, that's the way I wanna send it out. So that's very simple.

Now, would it fit for everyone, obviously no, not everyone will like your email ob obviously, so don't be even think about fitting yourself into that. There's no, I think the only emails that are getting opened on, I would say the closest ever to a hundred percent are usually what we call transactional emails. When Amazon is sending you the invoice or orders or whatever it is. But that's not, that's not that.

By the way, if you do have an e-commerce business or you do use online for business, you can actually utilize these emails for marketing. Mm-hmm. right? Amazon does it really well. They send you the already the confirmation, email receipt, whatever it is, and then it still tells you people also bought this product or whatever it is. So utilize it in a nice way, but still don't Just make it simple. Write to the point. Don't blah, blah. People won't read it. Most people won't write long emails.

Remember the time spent today because of this device, which is crazy. it's better to just, people read very slowly, right? You don't want people to open it and then say, Oh, we read it. Well, it could happen. Read it later. Or, or archive. You wanna be if the, It's short, right? People say the morning though, they open on the film, they browse to the, the points right away. Obviously, if they need to read something, they keep and they're busy now, it's not urgent. They put it aside.

But at least they, browse through everything read in there. So I'm not saying right, 16 bullets or 15 bullet points, I'm just saying, Right? Whatever fits your audience and make it sharper, neat and cool. Give the value. It's very simple. It could be, by the way, even five bullets. That's feel better. Five exercise you need to do today. Here's a shake recipe. Boom. doesn't matter.

But reverse engineering things, right? What is it that you like to read? What emails do you open? Is it from the same person consistently, right? I am curious, what's your opinion on having something where it's reoccurring? So you've got like a reoccurring theme on the first week of the month, the second week of the month, the third week of the month. Is that a strategy that you would implement? So the first week is diy, How to change an electrical out outlet in your home.

Simple tasks that people can do. Did you check your filter before you called? Right? If your furnace isn't working, did you check these three things, change the batteries in your thermostat? The next week is customer stories. The next week is tune up specials. Right. And there's a value added piece in there.

It could be also, it's not fit for everything, but it could be also fit for what we call automatic news there, or auto autoresponder, right? So for the morning though, it doesn't re it doesn't make sense, right? Because you want to get the daily news. You don't want to, If you enter to the list now, and let's say they're already sent, we sent 300 newsletters, You don't want to get number one from a year ago, right? So it doesn't make sense. But if you are talking about a trainer, right? Fitter.

Then every person that goes in, it can give him a series of emails, right? In newsletter that says, Here's, I'm going to send you 30 newsletters right now, every day. One task to do, I dunno, one thing to do, one thing to eat or recipe or every day a different thing. But tell them, But that's automatically right. And on top of that it says, And on top of that I'm going to send you like A one summary every week. Or which is The one he is doing current, right?

Which is a different thing, the current one and the automatic one. Now people maybe get some, Some people may say, Oh, it's stressful. So first of all, they can hire people like you to help them set it up. But I'm just saying the bottom line is just take the content you make anyway and just order it in a way, either some semiautomatic or not automatic, doesn't really matter, but do it in a way that utilize all the content you make and cut it different pieces like you and you mentioned.

You can do it like a serious reoccurring thing. That can work very well. People love it. We're humans are used to doing the same things again and again and again and again. It doesn't habit. Absolutely. Absolutely. So, so don't be stressed about that. It, you should do that. That's a, a perfect way actually to be fond of, of your audience.

So I'm a person that actually goes to a book. I read the first, the last few pages, and then I start from the beginning. I love to see a movie at the end and then go back. It's easier for me. And with add, it's much easier, right? It's easier to find yourself through that. Right? So why, why do I share it? Because I see myself many times write emails and it's not about, again, it's a, We're not talking about news. News could be bullet and should be bullet.

That's my, when it's a newsletter, if you have a lot things to say, I would say the first thing should be either a short two, three sentences that says everything. And now if you want to read more right, then you should read more. Or the bullet points you see it now in articles, some articles giving you in the top, in this article, you learn and they give you already some of the things, some even more than what you learn. They give you actually, Some tips.

I saw data they give bullet with data, the impulsive point of things they put on top. Then if someone wants to read more, he keeps on drilling down more and more. So this is how I see that it's always good to give on the top your best content. It's like a right when you lend someone on a page, Here is the first line. If you wrote crap, you wouldn't read the second, third line for the first impression. Yeah. So on emails the same thing.

I think you, when he opens the email, he should instantly get some kind of a value at the beginning. Again, if it's an email, sometimes it's a personal thing. So people go to my business because they love me as a character. So they love about me writing, Hey, this morning my son was aggravating me before I took him to school and now I'm sitting to write you the newsletter. So people love it because that's the character. Fine, start with that. But normally I, it's good from time to time to put.

A personal attach, but still, I would say stick to the valuable, most valuable thing on the, on the, on the begin at the beginning. And think about if it's not valuable enough to be in the top, is it valuable to be on the newsletter or the email, whatever it is. Yeah,

And their email from today, like what you're talking about, it says World series tickets hit the secondary market, and games in Philly are going for two times as much as I was in Houston at an average of 3,200 a pop. Like you're like, And that's it. That's just the, that's the only part of what they say. But then in today's email, boom, boom, boom, boom, four points, and then you could actually choose to go down to read whichever ones you wanna read.

But now they've hooked you in with something, right? And that's what that, that point is. And so, summarizing those quick bullet points,

Facebook allows you to send traffic today and tomorrow. Doesn't things should happens in email marketing. If you look in the past, well, since I'm online 28 years, it's still the same, the same value, the same thing. It didn't change. Yeah. As long as you give the value, you, you will be there. And that's the most biggest asset. Think about, let's go to the pet store, right? The pet store has an issue. Okay. There's a caveat that's shut down, whatever it is.

If you go home and see it at home, you can send an email to all your clients or your perspective if you collected the email and say, Hey, we're the, you're mentioning right, the tires, right? If they have the database, by the way, of all their clients, They wouldn't need even to do an ad on, on tv. They could have just sent a message to everyone and get enough business without even spending money. Right? So, Right. The process of building the database, it should be all the time in your mind.

You need to keep on, that's the most valuable thing for you as a business owner. We use it, right? You use it. We, I use everyone that has a business understands that he needs to do that. And if you need help hire the good guys for that, which is obviously you

In today's day and age, in three second intervals, the goal is to just to get them to the next watch the next five seconds, right? When you're writing an email, the goal is not to get them to read the whole email in the first line. The goal is to re get them to read the next line. And if you break it down like that and segment that that way, I think it's gonna make it a lot easier for you to accomplish getting that better viewership and readership going through your email.

It's not about open rate necessarily, but interaction rate. So those are my thoughts on that.

And people say, Oh, I can read it in 30, 45 minutes a minute, and we're done. And it's good for them. You get, you get feedback, right? I'm asking, Some people are closer to you, so they say, Hey, and people say, Hey, we love the short one. it's actually better than the long one, so you're good to go. So just figure out and tweak it and test it. It's not the, the first one will never look the same as the one you're doing it. Perfect.

If you wanna check out his expo in case you happen to be in the digital marketing space, d m i expo.com of course they're, you can find them on Facebook, facebook.com/morningdough if you wanna reach out to it direct facebook.com.itaypaz fan is the url. Of course. Put these in the show notes for later. So we've talked open rate, we've talked subject, we've talked content, we've talked the format, what and how to write.

Is there anything else that we're missing in terms of a great email marketing and newsletter campaign?

He has a big photo of himself or a machine or something like that. It says here is, you can't say you couldn't find how to opt out for my list. Here it is, blah, blah, blah. And it's clickable in everything. So I'm not saying you need to do that, but you should definitely. I will try to put on the top or on the bottom for sure, because that's, you have to have it. Allow people to opt out. You don't, if they wanna opt out, it's okay.

Sometimes you say there's strategies for, from digital market says, Hey, let's have an email. Say, Hey, don't go. Before you go, Please don't go hear something. I'm not saying it's a bad strategy, but for businesses, if it doesn't wanna be here let him go. And that's it. It'll keep your list cleaner. So clean list is better than a big list. It's about the quality, right?

If you have a small business, and now we say it's quality versus quantity, and it's through an email marketing because if I have a, an email list of a hundred people, is that good? Versus someone who has a 10,000, Who knows. Depends on the business. Who is on the list. If I have a, if I write a newsletter for millionaires and billionaires, And I have only a hundred. That's it. I can make a lot of shit of money off the, of the a hundred people in the list versus 10,000 people who buys dog food.

I'm just saying it's not about the size. Make sure you get a good value of the emails. Don't put email people that Make sure you remember we talked about this strategy or the technique or trick or whatever it is with the business card. Don't come back from a show with a stack and just put everyone in. If it's not relevant for someone, if it's not a billionaire or millionaire, don't put him inside, right? You ring your list.

If it's not someone who's fits to your newsletter, don't do that The other way, I would send him an email and say, Hey, we met. Here's a link to me to do letter. If it fits you, I will be happy if you join so he can join if he wants to, but you don't need to force people into your list. If it doesn't make sense, don't do that. That will hurt you in the long term. And you won't make more money, your data will be screwed. Right. We'll say people don't open it yet.

They don't open it because they're not the right people. So spend, make sure to,

So you can go and you can track your domain to see if you're adding up in spam. There's like warmup, email inbox, things that you can also do to help with your spam delivery beads. We're not gonna get into that. That's a completely different topic. For another day. But just be aware that you could get hit with spam things and there are things that you want to do to monitor those as well because you don't, The worst thing you can do is send emails and they end up in spam. Right.

But if you're sending valuable content and people are opening up your emails, the chances of you landing in spam have been significantly reduced. It's when you put in nude photos of this model, Evan that you're gonna end up getting complaints cuz people are gonna open up and it's gonna be talking about changing your furnace filter. You're like, the fuck this guy said is gonna be nude fo nude photos. Then they're gonna business. Right? Yes. Right. Only fans.

So I tell it's been an absolute pleasure as we come into a close and as we wrap up we do have one final question for you, and that is what is one question you wished people would ask you more but don't?

You should have someone to call like you remember, or a team. You have someone to call to get help. It's all about the relationship. I always. I work for, I spent so many years just on the relationships and for me, it's important that I always ask people, and I would expect people to ask the same. I'm not. And when, by the way, when I do that, don't, don't get, be stressed about, Oh, I helped you with a sign of $1 and now I'm expecting back to get $1 in value back.

It's not about exchanging right away. I can help you and over time we'll find a way. We'll, as a friendship, as a relationship of give on take without a dollar sign. I'll help you, whatever I can and you'll help me however you can. Obviously, if it's a business side, there's a business side. Just help each other. So most people don't ask that. I always ask that. Most people don't do that. It's a great thing for everyone to learn and do that in life and business. It's good.

But one of the first conferences that I went to with a bunch of different business owners from within the industry, and I was floored. I mean, not surprisingly but absolutely. Floored in a good way that everybody was there to just help everybody else out in the business, even though that some of 'em were in their same city, they're classified as competitors and they have this abundance mindset to be able to go and help each other out. And they ask questions and they give answers. Right?

That's, that's the only way that we're gonna get better in as business owners to be able to continue to take that that mindset and just help people out. And when you help and you level up your competitors, you get level up yourself, and then it, it ends up helping your, your people and your customers. It's just, it's just a different way to approach it. So I thank you for sharing in that same, that same sort of knowledge space.

So, and let's say he can find someone who trains dogs and he has a news there and you have a user or whatever email list, and he can say, Hey guys, there's a good value here in this store. They give great value, great service. And he can say, Hey, if you're looking for training, register to his user. He has a great episode on how to train your dog or pet, whatever it is. And now you cross promote each other for free and you grow your list and you can do it in any niche.

And it doesn't involve any money, any monetary exchange. You don't need to do that. It doesn't, it doesn't mean, by the way, if he has 10,000 dog followers and you have only 1000, that's the case. Sometimes they say no, but if they think really hard, it makes sense. Even if you have a difference in numbers, you can get valuable clients from someone who has a thousand.

So that's a. I know we've spoke in a bigger level on, on helping each other, but it just dropped me back to the newsletter we spoke earlier. That's a great way to grow your, your list faster than ever, right? Mm-hmm.