What’s up, everybody?So today, we’re going answer the super highlevel question, “What is email marketing?”Right, a whole bunch of reasons, of course,why you’d want to understand this. If you’re just getting into digital marketing,or if you understand a little bit of emailmarketing, but you might be missing a fewpieces here and there, this is the video foryou. So stay to the end, because we’re going todo a comprehensive overview of what emailmarketing is and the fastest way to implementit on your own business. My name’s Tommy Griffith with ClickMinded. com,let’s get going. So super high level, just getting started,what is email marketing?So let’s define this a little bit, dig intothis, and talk about why it’s so important. So what is email marketing?Email marketing is a tool that lets us dotwo things. One is first provide value to users in theform of content. And two, direct users through each step ofthe customer journey or the sales funnel whenthey get stuck, right. So we use it in these two ways primarily whenwe’re talking about digital marketing. Email marketing is arguably the most underrateddigital marketing channel out there. I, personally, love Search Engine Optimization,SEO. I’ve been doing SEO for 10 years, but as we’vegrown this business more and more, I’ve cometo the realization that email marketing isincredibly important and usually the mostunderrated digital marketing channel. And there’s a number of reasons why, and Iwant to talk about that, right. Not everyone is on Facebook, right. Not everyone is on Snapchat. There’s a number of different social channelsout there. But every one has an email address, and that’swhy this is so important. Your email list, you as a marketer, or youas an entrepreneur, or as a business owner,as you grow your email list, that email listcan go with you, right. It is a portable asset. So there’s many digital marketing channelsout there that change very dramatically orthey die, right. So what has value today might not necessarilyhave value tomorrow, right. Ranking number one on Alta Vista in 1997 wasfantastic. It was probably great for any business. It’s not that important now. Does Alta Vista even exist?Having the dopest Myspace page. Back in 2002, it was probably awesome. Probably doesn’t matter as much now, right. So spamming your way to growth through socialinvites. They learned this the hard way. They did this with FarmVille back maybe five,10 years ago. Got a lot of early growth, and then Facebookchanged the rules with social invites, andtheir stock price slid, as well. It was a very tough break for them. Praying Google doesn’t change the rules. Demand Media basically went public off ofkind of low quality content marketing, andthen Google’s Panda update really slappedthem, and their stock price took a very dramaticdrop, as well. So rules change all the time, right. Google and Facebook can change their rulesall the time. Different social networks can expand and contrastall the time. Stuff can often change a lot, right. But email often doesn’t change. It is not a social channel, right. It is a web protocol, and I want to talk alittle bit about this and what that differentis, right. So the internet is made up of protocols andapplications, right. So web applications are a lot of these sortof private companies that you use every day,right. Facebook, Google, Yelp, Instagram, Snapchat,and MySpace are web applications. And they often sit on top of web protocols. When we talk about web protocols, we’re talkingabout DNS, the Domain Name Service. HTTP, FTP, IRC, SSL, or SMTP. These are all kind of standardized digitalcommunication platforms, digital communicationlanguages effectively, that we all use ona day-to-day basis. They’re not necessarily owned by a privatecompany. They are these kind of standards that we alluse when we use the internet. SMTP is email, right. And so when you’re doing email marketing,you’re using the SMTP protocol. You’re not using Facebook’s terms of serviceor Goggle’s terms of service. This is a really important distinction, andthat’s why your email list is effectivelythis portable asset that moves along withyou, right. So companies can change their rules, platformscan become unpopular, but protocols don’treally die. People are getting really excited about bitcoinand other cryptocurrencies now because somepeople are saying, “It’s a new protocol formoney,” right. The protocols are really rare. They’re very fascinating and they’re veryinteresting, as well, right. So keep that in mind, right. Companies change their rules, platforms canbecome unpopular, but protocols don’t reallydie. So until people stop using email, until peoplestop using the SMTP protocol, your email listis a portable asset. The chances are very good that we’re probablystill going to have email in 25 or 50 years. That’s why this is really important to buildnow, right. Let’s talk a little bit about the detailshere though, right. So there’s really only three different typesof email when we’re talking about email marketing. Transactional email, content email, and conversionemail. We’ll dive into these a little bit here. The first is transactional email, so let’slook at some examples of a transactional email. This might be things like receipts, right. You buy something on Amazon, you get a transactionalemail receipt. Maybe an order confirmation, forgot password,support tickets, sign-up details, your doubleopt-in for your email list, and unsubscribingemail, or maybe shipping details. These are all transactional things. Maybe a user’s doing something on your site,and you’re kind of giving them an update viaemail. Next is your content email. So content email would be things like a welcomeemail. Maybe you just got their email address orthey just signed up as a customer, right. It’s a new blog. Maybe something like a new blog post. “Hey, everyone. We just posted this new blog post, right. So check it out. “A lead magnet or a value sequence, somethinglike your newsletter. Your weekly or monthly newsletter, any typeof social posts, or social post reminder,right. “Hey, go check out this post on Facebook. “Free tools or exclusive content, any contentthat you create is a content email. And the third one is a conversion email, right. So any type of promotion, a sale, lead magnetscan also be in this group, as well. If you’re launching a new product, you’reupgrading users, you’re offering a discount,you’re doing an affiliate, anything like thatwould be a conversion email, usually whenmoney is changing hands. Okay, so we talked about the three differenttypes of email. Let’s talk a little bit about email distributionnow. So there’s three different types of email,but there’s really only two means of distribution,or at least two you should be focusing on,right. Usually, that’s broadcast email and automatedemail, right. So there’s two different types of email. Most of your email should be automated, right. If you’re doing most of your emails now asmanual broadcast, in general, for most businesses,that is not ideal, right. Sometimes it’s understandable, especiallyif you’re smaller, right. But in general, most of your email shouldbe automated, right. Let’s talk about these differences first. First is broadcast email. So you should only broadcast two types ofemail; great content suitable for your entirelist and one-off promotions, right. So in general, like when you create somethingabsolutely amazing, and you want to tell yourwhole audience about it, fine. Go ahead do a broadcast. Or, if you’re doing kind of a seasonal ora time box promotion, Christmas 2020, or seasonalwhatever, you go ahead and do that as a broadcast. That’s totally fine. Everything else should be automated, basedon user actions, right. So in general, you want to be automating emailbased on what the users are doing on yoursite. This allows you to send out content and messagingthat is much more specific and relevant, contextuallyrelevant to the users. Instead of just blasting out everything thatyou have, you want to be sending them emailsbased on what they’re interested in, and basedon the actions that they’re taking on theirown site, right. So examples of automated email might be somethinglike receipts, order confirmations, forgotpasswords, welcome emails, a value sequence. Maybe cart abandonment, right, if they adda product to the cart and then leave. Lead magnets or upgrades. And you want to do this in a contextuallyrelevant way that’s based on the actions they’retaking on your site. So that’s really it. We just wanted to do a super high level overviewand answer the question, “What is email marketing?”So that’s it. I hope that was useful. If it was helpful and if you learned somethingtoday, go ahead and click subscribe down belowto get even more Digital Marketing Tacticsand Tips from us. If you’re on YouTube, we would love a commentfrom you. What’d you think?Is this helpful?Is this how you think about email marketing?Go ahead and leave a comment right now. I read every single one. Finally, if you want all of our email marketingresources, along with checklists and cheatsheets from us, go ahead and click that linkdown below to ClickMinded. com, to grab allof our email marketing resources right now. Thanks a lot.