2 How to Maximize Open Rates, Engagement and CTR to Drive More Sales and More Profit By Jimmy Kim, CEO, Sendlane About Jimmy Kim Jimmy Kim is the Chief Executive Officer and one of the Co- Founders of Sendlane. Based out of San Diego, California, Jimmy has been a digital marketer for the past 6+ years and is responsible for selling over $50 Million of products. Before his ventures online, Jimmy rose from the ranks, started off by washing cars at a local dealership and eventually ended up being one of the youngest General Managers in the country by the age of 25. After being burnt out working 80+ hours a week, he eventually turned to Internet Marketing. He found a passion in marketing and in 2013 helped find Sendlane as one of the co-founders. About Sendlane Sendlane is the most complete marketing suite. We help you capture your visitor s and deliver your messages! The company is owned and operated by 3 industry leading Internet Marketers and Entrepreneurs. With a combined 32+ years of marketing experience, and over $150 Million in online revenue generated in the digital space, we KNOW how important marketing is to anyone s business, small or large. Copyright 2016 by Sendlane All rights reserved. No part of this report may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodies in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, using the information below. Website:
3 Jimmy Kim Page 3 Contents Introduction...4 Get Your Own Domain Never Use Free Service...6 Why You Need to Set Up a Domain Name And Create the Ideal Send From Address...8 Always Test Your Address and s SEO How Rules from Search Engine Optimization Now Apply to Avoid These Curse Words...15 Why You Need to Cloak & Hide All Links...17 The Best Time to Send Your s...19 BONUS TIPS: Additional Considerations...23 Need Help Finding Subscribers, Getting s Opened, and Increasing Clicks?...28
4 Introduction s are the soul of your business. INBOX BETTER Jimmy Kim Page 4 They fuel engagement, engage people with your message, and turn clicks into profit. Today, you re going to discover not only the best way to get s delivered to actually guarantee your s make it to the inbox of everyone on your list you re also going to learn how to increase open rates, maximize engagement, and generate massive profits. This guide is based on real-world case study examples, developed through my experience as the CEO of Sendlane. At Sendlane, we ve developed innovative new techniques, strategies, and software designed to provide amazing experiences for your subscribers. In the process and during development, we ve worked with dozens of marketing innovators, hosts, domain providers, 7+ figure per year -based entrepreneurs, and marketers just like you. I ve witnessed it all either in practice or in research and today is your chance to step inside my complete archive of what s working right now. You re about to discover how to»» Set Up Your s for Success»» Test Your Content to Ensure Delivery»» Avoid Curse Words Keeping You Out of the Inbox»» The Ins-and-Outs of Link Cloaking»» When to (and Why)»» Optimize Autoresponder Sequences»» Build Trust with Your Subscribers»» And Much, Much, More!
5 Jimmy Kim Page 5 Everything you need to know about the latest trends in marketing is included in this guide. Developed following the latest trends, what s working right now, and the real-world tested strategies marketers are using to get more opens, drive more clicks, and generate more profit these strategies are sure-fire ways you ll use to optimize marketing. Be sure you take notes and implement these ideas. I know (for a fact!) this is what s working right now. Good luck out there! Jimmy Kim Jimmy Kim CEO, Sendlane P.S. If you re ready to discover exactly how Sendlane can help guarantee your s are delivered to your audience... Click here to learn more right now!
6 Jimmy Kim Page 6 #1 Get Your Own Domain Never Use Free Service Let s start with your provider and the reasons why you should never choose a FREE address to send your s from. Sendlane conducted a long-term customer case study, where we compared data from our customers who were using free and paid providers. We spoke with industry leading experts many of whom are actually responsible for setting the filters that end up putting a ton of marketing messages in the spam folder. What we discovered was that free providers rarely worked. What s more... there s a new policy going into effect, where soon, they won t work at all... You see, most, if not all, free providers do not signature authenticate their s. What this means is that these free hosts use another service provider on their behalf. Keep reading and discover why free providers just don t work (and why you should immediately start using a paid host if you aren t already).
7 DMARC (Domain-based Message Authentication Reporting & Conformance) is Coming... Long story short: Yahoo, AOL, Google, and Microsoft, which is what most of people worldwide use, are among the providers who will use these policies. This means that any that will no longer be delivered if it is in your autoresponder From address! INBOX BETTER Jimmy Kim Page 7 The result: You could end up being red flagged by these free service providers for sending to s that over 90% of people worldwide use! Increase delivery rates and automate your marketing process with Sendlane. To avoid the spam folder, you need to have a paid host. If you decide to create a Sendlane account, your s will be trusted by more hosts because Sendlane signature authenticates your s. An ideal setup for most applications is to set up a paid address (you can get one for as low as $10 a year more on this in the next section) and use an marketing management and automation tool like Sendlane to help guarantee your messages get delivered. In the next section, you ll learn how to set up an inexpensive yet highly effective address. You ll use this address along with the additional steps in this report to ensure your s stay out of the spam folder. That brings us to the next tip
8 Jimmy Kim Page 8 #2 Why You Need to Set Up a Domain Name And Create the Ideal Send From Address Getting a paid host to send your s from is the first step you absolutely need to take to guarantee your s get delivered. If you re using Yahoo, AOL, Live/Hotmail, or Gmail right now, you have to stop what you are doing and follow my instructions here Because following this strategy costs basically nothing and dramatically increases your chances of getting s in the inbox! In fact, as I mentioned above, you can set up an address and start automating your process with Sendlane in just a few minutes. Here s how to set up your domain name: Buy a domain name. It costs about $10 per year. I suggest using namecheap.com, but you can use any domain buying service you like. Sign up for Google Apps. It only costs $5 per month. That s practically nothing compared to what most people invest to get a business off the ground. Create your send from name. Make sure you choose your send from name wisely so you don t fall into spam folder traps, which I ll cover soon...
9 Jimmy Kim Page 9 Using Google Apps, you ll be able to set up an with your domain name and use the normal Gmail interface to read incoming s. You can even use the forwarding option at your domain to send s to Gmail. As I mentioned above, one of the obstacles you re always trying to avoid is the automated spam folder traps. These traps are computer programs set to detect spam activity. One of the triggers they use is the name you put before sign in your address. Upon initial setup, you ll create an address to send from. You want to make sure this address does not contain the following: Admin Info News No Reply Reply If your address reads you ll have a serious problem with spam filters. During our own multi-variate testing as well as research across the automation and marketing industry, we ve discovered that using Admin or Info or similar send from names before in address is a popular practice. It s true that many of the largest companies you get s from every day use Admin or similar send from lines for their s. Nearly all of these companies are cleared by providers and Gmail s spam filtering technology your address is not automatically cleared. This is also one of the reasons you need to follow the next step I m going to share Because your address is an unknown to Gmail and other providers, computer algorithms set up to detect spam will be monitoring the address, subject line, and content of your s. Let s talk about why you need to
10 Jimmy Kim Page 10 #3 Always Test Your Address and s After you have your address set up, you need to start testing. This may be one of the most important parts! If you don t test, your s may end up in your subscriber s spam folders without you ever knowing it! To test, you need to send s to your own inbox. This takes a few minutes, but it is worth it. As you test, see if they land in your spam folder (be sure not to have the address you are sending from in your address book or whitelisted). If they do, you have a problem.
11 Here are the 3 primary reasons s end up in a spam folder: Content Subject Line Address Issues These are in order, so you should test in this order! SPAM INBOX BETTER Jimmy Kim Page 11 Here s how the process works if you send an to a Gmail address (remember 90% of people you ll send to are using Gmail) Now in general, Gmail will first look at the address you are sending from to determine if your should go in the Spam folder or not. If your new subscriber has never received an from you before, this is one of the first things Gmail s spam algorithms look for. But, if you followed my instructions to set up a paid provider with your own domain, you shouldn t have many address issues with a brand new address especially if you are using Sendlane to manage your Autoresponders and Opt-In process. That s why Address Issues are the last thing you should check if your messages are landing in Spam. After the address, Google spam detection algorithms look at the subject lines and content of your s. GMAIL'S SPAM DETECTION ALGORITHMS PROCESS SEND FROM ADDRESS* SUBJECT LINE *You shouldn't have many address issues if you followed my instructions to set up a paid provider, especially if you are using Sendlane.
12 This process makes sense if you think about it like Search Engine Optimization. It s the same principle. INBOX BETTER Jimmy Kim Page 12 Gmail is looking to see if your content is unique and compares it against other content rated as spam by its users and computers. Just like web SEO, providers (like Google/Gmail) rate your content. They basically determine how original it is, if it is high quality, and if it is something people haven t seen before. If you re using content that looks like spam, you re likely to land in the spam folder. providers rate your content to determine how original it is, if it is high quality, and if it is something people haven t seen before. For our purposes, let s continue to call this SEO. Your subscribers provider is looking at your content and determining how likely it is people want to read it. SEO And it starts with originality. This is huge and it s where a lot of marketers make their biggest mistake, so listen up to the next step...
13 Jimmy Kim Page 13 #4 SEO How Rules from Search Engine Optimization Now Apply to Content is the very first item on your test list. It s rapidly becoming the most important element of the s you send. We re calling this process SEO because it works just like traditional website SEO: You need to guarantee your content is original to you. This rule revolves around the way Gmail and other providers spam detection systems work. I mentioned in the last section the originality rule computers use to quickly scour your s and determine the likelihood they are spam, something your subscriber doesn t want to read, or a promotion. At Sendlane, we call this process content rating. Let s discuss it from the perspective of Gmail Gmail looks at all the content being sent to people using Gmail accounts. Computers catalog it. The information is stored in massive data centers for later use. When you send an , Gmail s spam detection system first looks at your address and then to your content, comparing the you sent against a giant database of s Gmail users have already received. CONTENT DUPLICATE If your content is close enough to this to be considered a duplicate, your s end up in the spam folder. And once you re tagged, they may stay there forever.
14 Jimmy Kim Page 14 You can end up in the spam folder without doing anything wrong (and how to avoid it) One of the blessings and curses of modern marketers are swipe packages. Currently, when you purchase a product, course, or become an affiliate with an offer, you re often provided done for you swipe s you can send to your list. Many marketers just like you sign up as an affiliate and take advantage of done for you s I ve even done it! This is exactly where most people go wrong! If you send swipe s or done for you s to your list, you re going to get caught in the spam folder because Gmail is out there looking for duplicate content. When providers see different people (and a lot of them) sending the exact same content to people, they get suspicious. They have programs set up to analyze and detect it. And they stop delivering your s and put you in the spam folder for it! In 2016, there is no more copying and pasting swipes! To avoid the spam folder, you need to put any swipe s in your autoresponder series in your own words. Make sure you do this! Use swipes as a guide, but make them your own. This brings us to another important content issue specific words you need to avoid
15 Jimmy Kim Page 15 #5 Avoid These Curse Words Gmail and other hosts your subscribers use also have filters on specific words it s especially important to avoid these words in your first few s! You can use them eventually, but you have to avoid them until you have a relationship of opens built up and you know you are not hitting the spam folder. Once you are trusted, once people are engaging with your content, you can start to use these words. Remember while you are following this list: Your goal is always to stand out. And it s not just your subscribers you want to stand out to. You re trying to stand out to avoid spam filters designed to determine if you are just like everyone else. My suggestion is to find creative ways to avoid these words, especially in your first few s. In the process, you ll create better, unique s people will also be more likely to open and read. I call these words Curse Words. Forty of the commonly used ones are to the right. These are all definitely on the Gmail mark this as spam list. For a more complete list, click here. 40 Common Curse Words 1. #1 2. $$$ % Free (or) Satisfied 4. 50% off 5. Act Now! 6. Amazing 7. Buy 8. Cash Bonus 9. Click here 10. Congratulations 11. Expect to earn 12. F R E E (or) Free 13. Friend 14. How To Income 16. Internet marketing 17. It s effective 18. Join millions 19. Limited time 20. Lose weight 21. Make $ (or) Money 22. Mortgage 23. New customers only 24. No experience 25. Now 26. Offer expires 27. Opportunity 28. Order today 29. Per week 30. Prize 31. Promise you 32. Sign up free today 33. Stop 34. Success 35. Unlimited 36. Urgent 37. Vacation 38. While you sleep 39. Work from home 40. You re a Winner!
16 Jimmy Kim Page 16 We ve tested a lot of these words at Sendlane, so we know that they land you in the spam folder and on Gmail s spammer list. They don t work because people have abused them. Words like free and guaranteed get used all the time. Avoid them in your first s and use them later after you are getting opens! You really need to avoid these words in subject lines. Avoid using words like free and guaranteed in your first s. Use them later, after you are getting opens! If you make it to step 2 of the testing process I mentioned earlier if you re hitting the spam folder and you ve already tested your content you should look and see if any of the curse words I just listed are in your subject line. Remember, these curse words count in the body as well as the subject line of your .! Test Your Content & Subject Lines For Common Curse Words #1 While you sleep FREE Guaranteed % Bonus Act Now! * Once in lifetime? Offer expires % Pre-approved # FREE! Congratulations FREE 100% Satisfied Make money No catch No fees No gimmick Winner Let s move on to the next tip a vital tool you ll use to get your s into the inbox.
17 Jimmy Kim Page 17 #6 Why You Need to Cloak & Hide All Links As an marketer, you re going to send the same link as another marketer in an . It will happen. You may be sharing a piece of interesting content you know people will love, you may have an affiliate link, you may have your own promotion Using the principles we ve already discussed, think about how having the same links in your s as other marketers will change your chances of hitting the inbox. If a bunch of marketers are sending the same promotion, Gmail (or other providers) take a look at the links everyone s sending (it s all the same link) and it triggers their spam filters. They say, Oh, my God, this person is using the same link over and over again. What s going to happen? It s going to end up in spam. Now, on a particular offer or digital marketing product in most cases, it gets hundreds of thousands of clicks to it. When hundreds of thousands occur on anything, well, chances are everyone s going to flag it down. providers are going to filter out your messages as spam if you use the same links. Fortunately, there is a way to hide links! And it actually does more than just get your s around spam filters! LINK CLOAKING
18 Jimmy Kim Page 18 It s called link cloaking. Link cloaking is disguising what an actual link is by using a shorter URL. This is important because it allows you to make a link look different, shortening it so that it doesn t look ugly. Link Cloaking is disguising what an actual link is by using a shorter URL. You can also use a cloaked link to redirect people to a different page if a page goes down. You can understand how this can be incredibly useful if you want to switch where you ll send people if they click on an in an Autoresponder sequence days or months after you ve written or sent it. I suggest checking out ClickPerfect for link cloaking. We ve been testing ClickPerfect for months and it s really working well. It offers a ton of functionality and it s the perfect starting point for link cloaking. There are a lot of other link cloaking services out there, so you don t have to use it, but be sure to give it a look. Additionally, you should always keep your links embedded in text. Like this one that sends you to Sendlane. Split testing shows more people click on links embedded in text. Now let s talk about another consideration that won t help you get past spam filters, but will help get your s opened!
19 Jimmy Kim Page 19 #7 The Best Time to Send Your s Getting your s read matters just as much as getting out of the spam folder and into the inbox. Following the principles I just shared, you ll be able to make sure people are seeing your s show up. Now, let s get people reading your s by sending them at the right time. When it comes to the best time to mail, you have to understand three primary principles you can follow. You can use 3 PRIMARY PRINCIPLES FOR BEST TIMES TO SEND S INDUSTRY BEST PRACTICE 1 SOCIAL ENGAGEMENT FOR YOUR AUDIENCE 2 THE COPY & PASTE STRATEGY 3 Let me explain all of them briefly so you can choose one, but you should really test all three yourself to see which works best for your audience. First things first, there is what we call a best practice that s industry standard...
20 Jimmy Kim Page 20 Industry Best Practice If you are cold ing and you don t really have a defined data set to determine when to mail, this is what the standard schedule looks like according to established experts 8 AM to 9 AM EST MAILING ONCE A DAY, PICK 1 3 PM to 4 PM EST OR If you are mailing once a day, pick one of these two times. For twice a day mailing? Use both. 8AM - 9AM EST AND 3PM - 4PM EST This is the industry standard. MAILING TWICE A DAY, DO BOTH A second way (and this is actually pretty interesting I ve been testing it) is to use Facebook Fan Page engagement to determine when your audience is active... Social Engagement for Your Audience What s great about this is that you can interact with your audience via at the time they are most likely to already be engaged with you basically you are fresh in their mind. If you get it right, this can really increase open rates. Check you Facebook Fan Page stats and see when your audience is interacting the most with your posts and content. Once you find out when they are interacting the most, that s the time you mail.
21 Jimmy Kim Page 21 Here s another strategy I call it the copy and paste strategy because you ll basically be copying what I ve tested... The Copy & Paste Strategy If you don t have any data about your audience or list and you really want to know what days to mail, I suggest doing what I do This is what I also tested out If you re going to go Monday through Thursday use 3PM to 4PM. This is when people are active, about to get out of work, and thinking about doing something else. Fridays mail only at 9AM. This is because most people take off early on Friday. BEST TIMES TO MAIL THE COPY & PASTE STRATEGY MONDAY TUESDAY WEDNESDAY Now regarding the weekend Saturdays are traditionally bad for me and you can get away with Sundays after 12PM noon but before 3 PM. Usually Sundays are a wild card. Again, this isn t the only way to do it. This is just what I ve recognized and what my personal testing has shown. THURSDAY FRIDAY SATURDAY SUNDAY 3PM - 4PM EST 9AM EST ONLY TRADITIONALLY BAD FOR ME... W WILD CARD W SUNDAYS WILD CARD But here s the key Be consistent.
22 Jimmy Kim Page 22 At the end of the day, it doesn t matter which of the three strategies you use. You can follow what I ve experienced and used, go for the industry standard, or run your own tests and look at Facebook and content engagement. No matter what you decide to do, you have to keep it consistent. You are the person who is nurturing your audience. Teach them to expect your s at a certain time. It doesn t matter if you mail at midnight every day. It doesn t matter if you mail at 4AM every day. It doesn t matter if you mail at 3AM every day. Your audience will respond to the way you mail. Train your subscribers to expect your s!
23 Jimmy Kim Page 23 BONUS TIPS: Additional Considerations The ideas I ve just discussed are excellent starting points. Develop strong content, make sure it is unique and in your voice, test, train your audience to expect s at a specific time, and be patient as you build a relationship with them. These are some of the most important lessons you can use to dramatically increase engagement. Now, I d like to talk about additional considerations. I m putting these at the end, but it doesn t mean they aren t important! Now I don t want you to get too caught up on these things, but as you test, tweak, and master your list take these considerations into account
24 Jimmy Kim Page 24 #1: Your First in a Sequence Your first of an autoresponder is one of the most important messages you ll send to your list. It will have the highest open rate. The highest engagement. 1 st AR People will read this as long as you can get it in the inbox. That means you need to use this to set the tone for what is going to happen next. From this one point, people will decide if they are going to open the next you send. Put time into the first in your sequence. Show your personality. Show them why they should listen to you and how you can help. People want to see that you are a real person who wants to talk with them and help them through their problems. Don t try to do this later. You ll be wasting your time. Do it in your very first and set the tone.
25 Jimmy Kim Page 25 #2: What to do About Unsubscribes One of the biggest setbacks you ll face after you start to get s out of the spam folder and into the inbox are unsubscribes. People will click Unsubscribe and decide not to hear from you anymore. You re going to wonder what you can do about it. My best advice is: Don t do anything about them. Let them go. Work on what you can do with the people who are still there! #3: When to Use Long, Medium and Short s This is something I see often. People want to know how long their s should be. Short? Long? Medium? 200 words? 1,000 words? What works best? The thing is, there is no right or wrong answer. For the best users and the best practices I ve seen, you got to mix it up. Occasionally send a long , send short updates here and there, and throw a medium in once and a while. Also, test different lengths and see what works for you! Have higher CTRs on short s? Use them! Longer s are working better? Go with it! Notice longer s on Wednesdays work better for some reason? You have your answer!
26 Jimmy Kim Page 26 One rule I always go by is to ask yourself: How can I complete the story? With every , you want to remind your reader why they are there and what they get out of the . Figure out what length you need to accomplish that, and use it. #4: Subject Lines Subject lines are actually more important than the body of your s. It s what gets the opened. Out of the average 145 s a day people get, you need to stand out. Picture your audience skimming through their inbox or dragging down the push notification on their phone. What is going to get their attention? It s got to be 4, 5 or 6 words (and that s the max you should use). You shouldn t get crazy with punctuation and things like question marks and exclamation points. Just don t do it. Be honest about what s in the , be clever, grab attention with just 5 words or so. And remember always avoid the words from the Curse Words list I gave you earlier! Never put these in a subject line.
27 Jimmy Kim Page 27 #5: Staying Out of the Promotions Tab The default Gmail inbox has a promotions tab people barely open. You ve likely seen it before. And you want your s to stay out of it. How do you stay out of promotions? It s easy First, avoid company names. Don t say big company names like Yahoo, Google, Alexa, Amazon and others. The software that sorts s sees these and thinks, must be a promotion and puts you in the promotion tab. Second, keep it plain text. Always use plain text . Stay away from scripts, graphics, and all that stuff. Sure, templates look great but they are a surefire way to end up in promotions. Templated s look like promotional s and Gmail inboxes are set up to filter them out by default. Third, use unique images. If you have to use an image, it needs to be yours. This works just like the content SEO strategy we talked about earlier. providers filter out s that use the same content as others. When you send a popular image in your , you actually end up making it look like a lot of other content your subscribers are getting and your s end up in spam or promotions. That s it!
28 Need Help Finding Subscribers, Getting s Opened, and Increasing Clicks? INBOX BETTER Jimmy Kim Page 28 If you re looking for an easier way to manage all aspects of marketing without having to use 3, 4, 5, or more different software tools, I d like to invite you to try Sendlane. Using Sendlane, you can set up seamless Landing Pages or Opt-Ins and build automated sequences from them in a single system. If you re interested, we ll deliver your s for you, give you the tools you need to create opt-in pages with ease, and help you optimize every step of the process to increase open rate. Just Click Here to Try Sendlane. We ll deliver your s for you, give you the tools you need to create opt-in pages with ease, and help you optimize every step of the process. Many of the principles I ve described are fully automated within Sendlane. We can easily help you create well-designed s, automate the time they are sent, and optimize your marketing process to your audience. Click here to learn more and try it. Thanks for reading! Jimmy Kim Jimmy Kim CEO, Sendlane
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