Python for Entrepreneurs Transcripts
Chapter: Growth hacking basics
Lecture: Email campaigns

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0:01 Let's talk about a pro tip that Michael taught me
0:03 which fits into the funnel around the evaluation and sign up process.
0:06 It can also be used for existing customers
0:09 if you're emailing certain things out to them, like a new feature.
0:12 Once you have perspective or current customers' email addresses,
0:15 they've opted in to your email list you, can not only send them emails
0:18 you can send follow up emails if they never even open
0:21 the original email that you sent to them.
0:24 A couple of cases where this is really good- if you've got an email newsletter
0:27 and you're excited to announce the big launch of your application,
0:30 and only 50 percent of people even opened that email,
0:34 you can follow up a week later with another email slightly different subject line
0:37 and hopefully get some percentage of that 50 percent
0:40 which didn't open your original email to open up, and then read the new email.
0:45 Likewise, if you have an existing customer base,
0:48 you've got some great new features and 20 percent of the people
0:51 just never even opened the email, you can do the same thing with them.
0:54 Let's take a look in an example.
0:56 Back in August, I sent out an email to my Full Stack Python newsletter list,
0:59 an email list of any sufficient size is going to have a significant chunk of people
1:04 who never even open an email that you send,
1:07 regardless of how the subject line is worded. In this case, the subject line was
1:11 "less than 24 hours to back the Python for Entrepreneurs video course",
1:14 this was on when the course was originally on Kickstarter.
1:17 Now I'm in MailChimp, and we can see the results
1:20 of this campaign, if we just scroll down a little bit.
1:22 A little over 50 percent of people opened up this email,
1:26 10.5 percent of people clicked through one of the links in the email;
1:30 that is fairly common, and we can see over time,
1:33 once we sent the email out, people tend to open it up in spurts
1:37 and then there's a long tale of traffic over the next 24 hours.
1:41 But what about after a week? Chances are most people
1:44 are not going to be opening up their email, I know that I open up
1:47 a lot of my email newsletters on the weekend,
1:50 oftentimes I just miss things or I am bulk deleting a bunch of emails
1:53 and getting a follow up email would be just fine by me.
1:57 So what we can do in MailChip or most likely whatever email software you're using,
2:00 is you can resend in an open campaign.
2:03 I'll give the link out to this at the end.
2:06 Essentially, once you have a campaign and you can replicate that campaign,
2:10 you can change the title of it, and then you can send it out to a certain group,
2:15 and if you follow these steps you get to the point where you can
2:19 send it out to everyone who has not opened up this newsletter.
2:23 So that's super helpful for bumping up the effective rate
2:26 at which people open up your email newsletters.
2:30 You want to be selective when using this, you don't want to spam people,
2:33 but if you got a really important announcement
2:35 and you want to make sure to maximize the number of people that open up the email
2:38 that announces something that you've worked really hard on,
2:41 this can be a great way to do that.
2:43 You can go to this link here, and this shows you how exactly
2:46 to do it with your own campaign.