WEBVTT NOTE This file was generated by Descript 00:00:00.000 --> 00:00:00.630 Matt: Hey, everybody. 00:00:00.630 --> 00:00:03.090 Welcome to the money lab podcast. 00:00:03.090 --> 00:00:03.750 My name is Matt. 00:00:03.750 --> 00:00:08.159 And today we're going to talk about rethinking email marketing. 00:00:08.250 --> 00:00:09.569 Now, what does that mean? 00:00:09.569 --> 00:00:13.830 Well, I want to talk about why I switched from convert kit to active campaign. 00:00:14.159 --> 00:00:18.330 Um, how, how I was collecting email addresses before then I got 00:00:18.330 --> 00:00:21.930 some spam complaints and then I had to do all this sort of, uh, 00:00:22.320 --> 00:00:24.090 additional email marketing stuff. 00:00:24.420 --> 00:00:30.060 And then finally, we're going to talk about email marketing in 2022 and beyond. 00:00:30.450 --> 00:00:31.860 So let's get into it. 00:00:47.309 --> 00:00:53.580 Hey, I just want to do some light housekeeping and let you know that 00:00:53.580 --> 00:00:58.680 there were reason I'm recording this podcast This episode today is one 00:00:59.250 --> 00:01:04.500 Um I've been getting emails from you So thank you for sending me emails 00:01:04.500 --> 00:01:09.480 because having that sort of community feedback sort of area has been it's 00:01:09.480 --> 00:01:12.690 it's It's It makes me want to do this 00:01:12.990 --> 00:01:17.730 Does that make sense It makes me want to sit down here by myself in a cold 00:01:17.730 --> 00:01:22.380 basement And talk about email marketing and other things But that's but that's 00:01:22.380 --> 00:01:26.550 why I'm recording this So thank you for emailing me and please please email 00:01:26.550 --> 00:01:32.250 me and what we're going to do Is I'm going to pose A question to you What 00:01:32.250 --> 00:01:35.820 do you want to learn What are you what are you what are you struggling with in 00:01:35.820 --> 00:01:37.650 your business and your online business 00:01:38.070 --> 00:01:42.330 What maybe you think I could help you with Instead of just emailing me and 00:01:42.330 --> 00:01:45.960 saying Hey you know I heard the end of the episode and you said the email and 00:01:45.960 --> 00:01:50.100 here I am I want to I want questions and I'm going to answer those questions 00:01:50.130 --> 00:01:55.950 on future episodes of this podcast Uh so so email me matt@moneylab.co 00:01:57.120 --> 00:02:04.320 I'll say it again Matt at money lab.co it's so easy to remember Okay So uh 00:02:04.320 --> 00:02:09.960 today we're going to talk about uh email marketing and it's very top of 00:02:09.960 --> 00:02:15.960 mind for me right now in 2022 Uh and I have a story to tell but first I want 00:02:15.960 --> 00:02:21.360 to tell the story which you can read about over at money lab Why I switched 00:02:21.360 --> 00:02:23.370 from convert kit to active campaign 00:02:23.610 --> 00:02:27.810 But before that why did I switch from a Weber to MailChimp and then MailChimp 00:02:27.840 --> 00:02:31.920 to convert kit and then convert kit to active campaign Well long story 00:02:31.920 --> 00:02:36.600 short A Weber is not my favorite Uh at least back in the day this is many many 00:02:36.600 --> 00:02:40.110 years ago Like when I first got into online marketing and online business 00:02:40.770 --> 00:02:44.250 Uh it was like the only game in town I think mainly because they had a very 00:02:44.250 --> 00:02:47.880 aggressive affiliate program and everybody in their mothers was mentioning it So 00:02:47.880 --> 00:02:53.130 that's kind of why I started with a Weber but very quickly Uh didn't like it 00:02:53.400 --> 00:02:58.800 just the aesthetic of it And MailChimp was like kind of the cool kid in town 00:02:58.800 --> 00:03:00.450 and they had a really nice aesthetic 00:03:00.900 --> 00:03:04.680 Uh which is I'm kind of a sucker for switched to MailChimp And then I realized 00:03:04.680 --> 00:03:10.230 that it didn't have a lot of automation sequences and like fancy stuff that I 00:03:10.230 --> 00:03:15.540 wanted I'm sure they have that stuff now but um I switched to ConvertKit even 00:03:15.540 --> 00:03:20.580 though I thought I was never going to do it But I did Thanks to Nathan Berry 00:03:21.030 --> 00:03:25.680 Uh we jumped on a phone call And he was like look here's here's why I 00:03:25.680 --> 00:03:30.750 think it'll work for you Boom I'm in Okay I'm in for ConvertKit for about a 00:03:30.750 --> 00:03:36.720 year And there was one big limitation for me I own a company called swim 00:03:36.720 --> 00:03:43.020 university We are a seasonal pool business And ideally I had this vision 00:03:43.260 --> 00:03:45.570 of creating this evergreen newsletter 00:03:46.830 --> 00:03:53.400 But unfortunately because it's seasonal I didn't have a way for somebody to get 00:03:53.400 --> 00:03:59.880 on the list And then get emails for like the April month you know the summer months 00:04:00.150 --> 00:04:05.880 you know that sort of thing And and they didn't really have a way for me to do that 00:04:06.270 --> 00:04:12.540 That was automatic And I also really want it that To loop people through it So for 00:04:12.540 --> 00:04:14.640 instance and this is what I ended up doing 00:04:15.930 --> 00:04:19.079 I want it to have an evergreen newsletter That was the entire I could see the 00:04:19.079 --> 00:04:22.380 entire year Here are the emails you're getting in January here the emails 00:04:22.380 --> 00:04:26.010 you're getting an August And depending on when you subscribed you would just 00:04:26.010 --> 00:04:30.360 get plopped into whatever month you were in And you will start getting your 00:04:30.360 --> 00:04:32.370 August emails and then going forward 00:04:32.790 --> 00:04:37.740 And then when the year reset like in December you just go right back to January 00:04:37.740 --> 00:04:41.880 and you would just keep going through this this automation over every single year 00:04:42.210 --> 00:04:47.910 Now I don't think people are Subscribed to my list for I don't know maybe five 00:04:47.910 --> 00:04:51.360 years whether it's getting the same emails over and over again but here's the thing 00:04:51.840 --> 00:04:57.510 With this as like I I know that this content is useful when it needs to 00:04:57.510 --> 00:05:01.350 be useful Otherwise there's no point in getting an email about it So for 00:05:01.350 --> 00:05:07.890 instance why would you get an email about opening your pool in January but What's 00:05:07.890 --> 00:05:12.540 the what's the harm of getting that opening email every year Because every 00:05:12.540 --> 00:05:16.080 year you need to kind of like relearn it People are not in the pool industry 00:05:16.080 --> 00:05:18.480 or people that own pools They don't 00:05:18.930 --> 00:05:22.470 It's not like a hobby to them where they want to learn and retain the knowledge 00:05:22.500 --> 00:05:26.220 They just they get the knowledge when they need it Which is which is what's great 00:05:26.220 --> 00:05:30.690 about some university is that knowledge just kind of I can just repeat over and 00:05:30.690 --> 00:05:34.560 over again because it's useful when they need it So it's like education on demand 00:05:36.540 --> 00:05:40.230 Convert kit you You know they they they do a lot of things Well they didn't do 00:05:40.230 --> 00:05:45.240 this one thing which I knew was like special to me And I'm like Doug Willow 00:05:45.240 --> 00:05:51.090 another company Can I do this I don't know Well that's when active campaign 00:05:51.450 --> 00:05:56.370 actively reached out to me And they're like look Uh would you like to try it 00:05:57.300 --> 00:06:01.170 And I it's always been on my radar to do to to look at active campaign because I 00:06:01.170 --> 00:06:04.950 have some friends that use it and they're like this is like way way powerful And 00:06:04.950 --> 00:06:08.940 I was like okay I kinda need powerful I jumped on a call with active campaign 00:06:09.420 --> 00:06:15.210 And they showed me The usage of goals within an automation and with goals 00:06:15.240 --> 00:06:20.130 you can set people to move through your automation depending on what month it is 00:06:20.760 --> 00:06:25.290 So I was like that's exactly what I need And you can loop people through 00:06:25.290 --> 00:06:29.520 the automation which at the time when I switched convert didn't do a deal 00:06:29.610 --> 00:06:34.710 I do think now you can loop people through the same automation Um which is 00:06:34.710 --> 00:06:39.600 also great for sales pitches You know like if you can you could have a flash 00:06:39.600 --> 00:06:41.490 sale that happens four times a year 00:06:41.940 --> 00:06:44.880 Why do you need to recreate that four different times when you could just have 00:06:44.880 --> 00:06:49.530 one Flash sale sequence and you just send the same people through it over and 00:06:49.530 --> 00:06:54.150 over again You know when they need to buy it or w Or if they haven't bought 00:06:54.150 --> 00:07:00.420 it So the idea of sending people through the same Sequence Multiple times as 00:07:00.420 --> 00:07:04.260 long as you can control that I thought was very useful but the goals inactive 00:07:04.260 --> 00:07:06.210 campaign in the automations is great 00:07:06.690 --> 00:07:12.360 Um so that that was the big reason for Switching was lupus bull Seasonal 00:07:12.420 --> 00:07:17.370 automations It actually gave me exactly what I had envisioned for swim university 00:07:17.610 --> 00:07:24.120 all this time The other benefit Hidden benefit was that it was actually cheaper 00:07:24.120 --> 00:07:29.070 for me because with convert kit I had to have three separate convert kit accounts 00:07:29.610 --> 00:07:36.210 And When you add those up Uh it actually costs more money for me because my other 00:07:36.210 --> 00:07:40.350 two lists are not nearly as big as my swim university list Um so I was paying a 00:07:40.350 --> 00:07:44.880 lot of money for the swim university list and then the base price For the other two 00:07:44.880 --> 00:07:51.840 lists with active campaign I'm sort of paying now per like group of subscribers 00:07:51.840 --> 00:07:54.780 for all my brands So all the brands 00:07:55.110 --> 00:08:01.680 Live under one Active campaign account And I could do a lot of cool things with that 00:08:01.680 --> 00:08:06.660 Like if I design a good email for some university I can use those templates and 00:08:06.660 --> 00:08:11.370 redesign them Quickly for brew cabin or whatever which is what I did So it ended 00:08:11.370 --> 00:08:15.900 up actually being not much cheaper but a little bit cheaper for me to use active 00:08:15.900 --> 00:08:18.270 campaign and throw all three of my brands 00:08:18.600 --> 00:08:21.420 Under one roof as opposed to having three separate accounts 00:08:23.040 --> 00:08:28.470 So That's why I switched from ConvertKit to active campaign But that's not really 00:08:28.470 --> 00:08:34.260 the story here Okay I kind of had it set up really easily I focused a lot of my 00:08:34.260 --> 00:08:41.039 time on email marketing in 2021 I was really uh doubling down on this idea 00:08:41.039 --> 00:08:46.080 of an a one-time offers where somebody subscribes to my email list they get sent 00:08:46.080 --> 00:08:50.910 to a one-time offer page you know 50 off my courses One of my flagship products 00:08:51.360 --> 00:08:57.480 And then they get put on a list And that's it now The you know that people 00:08:57.480 --> 00:09:02.340 always say there's money in the list And I am now I used to like not really be 00:09:02.340 --> 00:09:06.480 good at email marketing and never really focused on it And then in 2021 I'm like 00:09:06.480 --> 00:09:10.830 come on I got to get good at this This is this is like What everyone says is the 00:09:10.830 --> 00:09:12.840 most profitable part of their business 00:09:13.200 --> 00:09:17.670 So I did I started like really aggressively collecting email addresses 00:09:18.000 --> 00:09:24.630 I create it Cheat sheets Like lead magnets For all my brands Which 00:09:24.630 --> 00:09:29.820 increased my You know signup rates I started running paid advertising to 00:09:29.850 --> 00:09:34.950 opt-in pages to get people to subscribe I was in the business of collecting 00:09:34.950 --> 00:09:37.620 people Now if you go to money lab 00:09:38.040 --> 00:09:43.290 And you search for my untouchable business model It is Nally core principle of 00:09:43.290 --> 00:09:47.160 my business which is you know be super generous with your content and your 00:09:47.160 --> 00:09:54.030 time Uh collect the people that you're that come to your website because Here's 00:09:54.030 --> 00:09:59.310 an example You might be you might you might write this amazing article and 00:09:59.310 --> 00:10:01.740 people find it super valuable right 00:10:02.490 --> 00:10:06.660 Cool You did well but maybe it didn't convert Maybe they didn't buy any of 00:10:06.660 --> 00:10:10.560 the affiliate links on your page Maybe they didn't You know buy your product 00:10:10.560 --> 00:10:14.670 that you're selling They just found the information super useful And that's 00:10:14.670 --> 00:10:18.480 great But how many of those people are actually going to bookmark that 00:10:18.480 --> 00:10:20.640 post There's just not going to do it 00:10:21.120 --> 00:10:25.680 So how are you Like what happens if you come out with a new product like you know 00:10:25.680 --> 00:10:28.530 that person was on your site and they found your stuff valuable but now you have 00:10:28.530 --> 00:10:33.300 no way to communicate with them They're gone They came and they went So you're 00:10:33.300 --> 00:10:39.840 spending all of this time Writing this amazing content getting search traffic 00:10:40.170 --> 00:10:43.950 Which is really hard to do And then you're just letting those people 00:10:43.950 --> 00:10:49.440 disappear Like just go away No you have to like you worked hard Keep them 00:10:49.440 --> 00:10:51.750 there Okay Think about it this way 00:10:53.580 --> 00:10:57.750 You like let's say you have a brick and mortar store in in a small town And 00:10:57.750 --> 00:11:00.660 you have like street traffic people are coming into your store and they're just 00:11:00.960 --> 00:11:06.450 they're just poking around just looking And then they then they leave Well What 00:11:06.450 --> 00:11:08.820 if you come out with a new product or you you know something was in stock 00:11:08.820 --> 00:11:11.820 that they maybe were looking for and then you know you didn't have it then 00:11:11.820 --> 00:11:15.330 but now you do well now you have no way to communicate with that person So you 00:11:15.330 --> 00:11:17.460 should be collecting email addresses 00:11:18.150 --> 00:11:22.230 Collecting a way to communicate with those customers And the best way I think to do 00:11:22.230 --> 00:11:29.130 that Is through email marketing As opposed to say You know social media which you 00:11:29.130 --> 00:11:32.550 know you can't really one-on-one email people They may never see the message 00:11:33.810 --> 00:11:38.160 Super important So that's what I did I set up all these lead magnets I was 00:11:38.160 --> 00:11:40.230 collecting email addresses aggressively 00:11:40.950 --> 00:11:47.010 And When you signed up To let's just say some university You want it You're 00:11:47.430 --> 00:11:51.960 There was a cheat sheet I need help my pool I have a pool care cheat sheet 00:11:52.320 --> 00:11:56.010 Boom You sign up your email address I emailed you the cheat sheet but 00:11:56.010 --> 00:12:00.120 meanwhile I sent you to an OTO page In case you want it My cores are 50 off 00:12:00.150 --> 00:12:03.510 You have 24 hours to get it whatever whatever that's a whole different episode 00:12:04.380 --> 00:12:07.500 And then once they got into the email list I sent them through a little 00:12:07.500 --> 00:12:11.940 automation that kind of filtered them out Are you were you just like serious 00:12:11.940 --> 00:12:16.320 about this Like did you really want to download this Whatever if they did click 00:12:16.320 --> 00:12:21.150 and download it then I move them through Into sort of an onboarding sequence 00:12:21.360 --> 00:12:26.160 You know five day email sequence kind of showing the whole business and what we do 00:12:26.820 --> 00:12:33.390 and then moved them into my lupus seasonal newsletter automation Forever You know 00:12:34.710 --> 00:12:43.290 And that all works really well It's been working very well Uh Until I got an email 00:12:43.290 --> 00:12:49.410 from active campaign that was like Um You're getting a lot of spam complaints 00:12:50.880 --> 00:12:53.970 I was like oh you mean I'm getting spam complaint Well the people that you're 00:12:53.970 --> 00:12:58.110 sending this email to you know this first email of this cheat sheet they're 00:12:58.110 --> 00:12:59.520 saying they never signed up for the list 00:13:02.040 --> 00:13:08.220 Y Okay Mom So it turns out and you know I kind of knew this I'm not going to lie 00:13:09.180 --> 00:13:14.430 I was getting a lot of bought sign-ups Now I thought I had put in a good 00:13:14.460 --> 00:13:20.040 automation that checks For clicks and replies and we'd at those people out So 00:13:20.220 --> 00:13:24.900 it was just sort of a pain to deal with right Like I might get like 500 signups 00:13:24.900 --> 00:13:29.280 a day but really only like 50 of those people were real in the restaurant bots 00:13:29.910 --> 00:13:36.120 But what I didn't consider is What if those bot addresses were real people 00:13:36.300 --> 00:13:40.470 and then they were all getting I was sending out 500 emails With this thing 00:13:40.470 --> 00:13:43.920 they never signed up for of course you're going to hit the spam button 00:13:47.370 --> 00:13:51.570 How do you fix this You know I you know at the time I'm like man I really 00:13:51.570 --> 00:13:56.610 thought I had this all figured out But just having a form on your website 00:13:57.180 --> 00:14:04.200 Exposes you to bots now I'm thinking well I don't really want to implement 00:14:04.230 --> 00:14:09.990 double opt-in meaning Somebody's email somebody signs up And before it sends 00:14:09.990 --> 00:14:13.470 them anything it sends them an email address or sends them an email that says 00:14:13.620 --> 00:14:15.660 are you real click this button to confirm 00:14:16.710 --> 00:14:19.080 And then once you confirm you're confirmed and then you start 00:14:19.080 --> 00:14:20.160 to get the rest of the emails 00:14:22.440 --> 00:14:26.550 That I hated that idea because it's like well oh the first email I'm sending you 00:14:26.550 --> 00:14:29.730 is just to make sure that you're just you're not you're you're real and that you 00:14:29.730 --> 00:14:35.040 wanted this but here's the problem with that solution That's the same solution I'm 00:14:35.040 --> 00:14:39.810 doing except I'm doing it by sending them the cheat sheet First the downloadable 00:14:40.110 --> 00:14:42.960 And when then when they click that they're essentially confirming their email address 00:14:42.960 --> 00:14:47.130 So I was already doing that But that wasn't good enough because now there's 00:14:47.130 --> 00:14:54.990 500 people You know 75 80 of which are all not didn't sign up for the list You 00:14:54.990 --> 00:14:59.640 know some of them are bullshit addresses But they're getting this first email 00:14:59.640 --> 00:15:01.140 That's like dude I didn't sign up for this 00:15:01.710 --> 00:15:02.370 Spam 00:15:04.440 --> 00:15:12.690 Okay So what is active campaign recommend I do They recommend I add recapture To all 00:15:12.690 --> 00:15:18.480 my forms I'll I say come on Oh okay So now everyone who signs up their email address 00:15:18.480 --> 00:15:23.730 has to click a button that says I'm not a robot or they have to uh pick out fricking 00:15:23.730 --> 00:15:27.060 traffic lights and a bunch of pictures which is the most annoying thing ever 00:15:27.630 --> 00:15:30.720 I mean the I'm not a robot Checkbox is not that annoying And you 00:15:30.750 --> 00:15:32.340 see that you see that more often 00:15:34.440 --> 00:15:39.060 I'm like I basically wrote back to him and said I'm not doing it because I care about 00:15:39.060 --> 00:15:44.820 page speed in my head I thought Well I'm I'm I'm not adding that to my forms on my 00:15:44.820 --> 00:15:49.740 website If you go and look at carpet in or any of my websites Before I implemented 00:15:49.800 --> 00:15:53.940 recapture It was just like where are you going to put it That would look good 00:15:54.270 --> 00:15:58.140 It just wouldn't look good anywhere And then you know you're adding JavaScript 00:15:58.170 --> 00:16:01.530 like a layer of JavaScript to the site and I'm just like I don't want to do this So I 00:16:01.530 --> 00:16:05.310 thought okay let me look into it a little bit more And I found there's recaptured 00:16:05.310 --> 00:16:10.980 version three Which is this new version where the for the user they just sign up 00:16:11.010 --> 00:16:13.620 But in the backend you kind of send off 00:16:14.070 --> 00:16:17.790 And verify this email address is real or not And then it 00:16:17.790 --> 00:16:19.380 allows it to go through or not 00:16:21.420 --> 00:16:26.220 But the coding of that was way too complicated way above my skill level And 00:16:26.220 --> 00:16:30.060 I'm like all right That's and to have to do that across all three of my brands 00:16:30.060 --> 00:16:34.110 I'm like that's sounds like A week's worth of work I could pay somebody to 00:16:34.230 --> 00:16:38.940 sort of implement that for me but what if it breaks And I can't control it 00:16:39.030 --> 00:16:41.430 Uh all this stuff So 00:16:43.470 --> 00:16:50.490 I ended up Um Saying Okay let me let me try something I had an idea So I 00:16:50.490 --> 00:16:56.070 tried it on money lab first Instead of having the form directly on the 00:16:56.070 --> 00:17:00.150 website like the actual box where you enter your email address instead of 00:17:00.150 --> 00:17:05.040 that What if that offer that's on my website in the middle of my post at the 00:17:05.040 --> 00:17:09.239 end of my post What if that was just a button instead of like an actual form 00:17:10.199 --> 00:17:14.069 And that button just said click here to get your free cheap cheap And 00:17:14.069 --> 00:17:20.310 when you clicked it it took you to a landing page Now this landing page 00:17:20.310 --> 00:17:24.989 would have been implemented I use lead pages to do all my landing page work 00:17:25.829 --> 00:17:32.010 Uh because It's not attached to my server It can be its own independent 00:17:32.010 --> 00:17:35.939 thing I don't need any of these landing pages to be SEO ified If that's a word 00:17:37.020 --> 00:17:43.050 And so I was like what if what if that's the case Because Lee pages you can you 00:17:43.050 --> 00:17:47.550 know you can integrate forms into lead pages with active campaign and with 00:17:47.639 --> 00:17:53.639 a single check Checkbox You can add recapture And so they're kind of handling 00:17:53.639 --> 00:17:58.139 all that coding and stuff So I was like let me just try it with with money lab 00:17:58.169 --> 00:18:01.949 because money led doesn't get a ton of signups but money lab was having one of 00:18:01.949 --> 00:18:05.939 the bigger issues where there was a ton of bots signing up But like you know 00:18:05.939 --> 00:18:08.820 I might've got like a hundred emails a day but only five of them were actually 00:18:08.820 --> 00:18:10.590 real people you know trying to sign up 00:18:11.429 --> 00:18:14.429 So I thought let me see if if this is going to deter people 00:18:14.459 --> 00:18:17.340 from signing up like it was just going to kill my conversion rates 00:18:18.929 --> 00:18:23.580 I did it I set it up for a few days Actually It was working very well People 00:18:24.030 --> 00:18:28.830 You know it's I gave people like two extra steps So instead of people just 00:18:28.830 --> 00:18:33.810 typing in their email address and hitting submit They now have to click a button 00:18:33.840 --> 00:18:37.199 which takes them to a page So that's the first step That's the first hoop 00:18:38.489 --> 00:18:41.100 And then it asked them for their email address So they typed in their email 00:18:41.100 --> 00:18:44.310 address And before they can hit submit they got to check a box that says I'm on 00:18:44.340 --> 00:18:50.909 a robot and then they submit it Honestly not a big deal But ATO not a ton of steps 00:18:50.909 --> 00:18:55.169 I'm not adding more things They have to type in like their first name last name 00:18:55.199 --> 00:18:59.489 You know a bunch of other check boxes I'm just asking for an email address And I 00:18:59.489 --> 00:19:03.899 still keep those same checks in place If you don't download the cheat sheet within 00:19:04.020 --> 00:19:09.750 33 days 72 hours then I don't want you on my list because clearly you went You 00:19:09.750 --> 00:19:13.770 did you took this action but then didn't actually download the cheat sheet So 00:19:14.610 --> 00:19:15.449 Why did you sign up 00:19:17.459 --> 00:19:23.010 Anyway So I did it on that And it were and I was like you know what I'm actually 00:19:23.010 --> 00:19:27.239 okay with this I'm actually I actually think this would be better I think my 00:19:27.239 --> 00:19:30.239 list is going to come in much cleaner It's going to get rid of that bot problem 00:19:31.199 --> 00:19:36.209 Perhaps getting solve my spam complaint problem So I added on that and I added 00:19:36.239 --> 00:19:38.219 on my hot tub form Um some university 00:19:39.060 --> 00:19:43.979 A few days later Hey Active campaign sends me an email You're getting more 00:19:43.979 --> 00:19:49.469 spam complaints I'm like ha Well hold on now Give me a second here because I 00:19:49.469 --> 00:19:54.179 just implemented recapture They're like yeah you did And we appreciate that And 00:19:54.179 --> 00:19:59.879 that's a good move But You also have these other forms that don't have the recap on 00:19:59.909 --> 00:20:01.110 there and that's where it's coming from 00:20:01.169 --> 00:20:07.649 I'm like all right fine So I spent a few days FA you know to me this is the most 00:20:07.649 --> 00:20:11.760 important thing This took precedent over all my other work because I'm like well 00:20:12.060 --> 00:20:14.850 if I'm getting all these spam complaints like what if after canteen's like dude 00:20:14.850 --> 00:20:17.550 you're you're it's too many complaints We're gonna have to shut you down 00:20:18.030 --> 00:20:23.790 Well there it goes that I don't want that That sucks So anyway I sit 00:20:23.790 --> 00:20:31.409 there and I set up recapture on every single form Okay I send them an email 00:20:31.409 --> 00:20:35.040 back I'm like look it's everywhere now They're like okay we're going to 00:20:35.040 --> 00:20:36.389 monitor it and make sure it's okay 00:20:41.100 --> 00:20:48.270 Get another email from active campaign You're getting spam complaints Dude Aye 00:20:49.260 --> 00:20:56.669 I added it to every form They're like okay Yeah But Uh we think That there's 00:20:56.669 --> 00:21:02.820 still email addresses Like on your list that are that are just slowly hitting 00:21:02.820 --> 00:21:09.719 spam overtime The other problem that they did not make me aware of but I slowly 00:21:10.169 --> 00:21:16.169 Came to this conclusion Was I noticed just like in my personal email 00:21:17.760 --> 00:21:22.800 I was getting like more spam email that was coming through And that was a little 00:21:22.800 --> 00:21:26.850 bit surprising to me cause I'm like I don't my inbox is pretty clean And all of 00:21:26.850 --> 00:21:30.030 a sudden I just noticed like oh this is more spam I'm like maybe it's just January 00:21:30.030 --> 00:21:35.159 I don't know New year Who knows or maybe some maybe cause I'm using front app as 00:21:35.159 --> 00:21:39.389 my email client I'm like maybe I don't know they're working on something and 00:21:39.479 --> 00:21:41.639 they're letting spam through I don't know 00:21:43.290 --> 00:21:50.280 But then I get this one email which was really scary Okay So I'm in my swim 00:21:50.280 --> 00:21:55.649 university inbox which is actually my business inbox for all my brands And 00:21:55.649 --> 00:21:59.429 I get an email that says and I'm going to use salty language here Because 00:21:59.429 --> 00:22:04.679 this is the salty language that was used in this email It was a reply To 00:22:04.679 --> 00:22:07.139 an email that I had apparently sent 00:22:07.469 --> 00:22:11.280 And it said fuck you I know this what you're doing here You're scamming people 00:22:12.449 --> 00:22:16.590 But the email they were replying back to was not an email that I had sent 00:22:16.590 --> 00:22:20.580 out It was a phishing email It looked like an Amazon template asking them to 00:22:20.580 --> 00:22:25.649 like fill out You know their password or something And then um and I wrote 00:22:25.649 --> 00:22:29.760 back to the person cause I'm like oh I didn't send this email This is not me 00:22:30.570 --> 00:22:35.760 Oh What's going on here Turns out or at least most of my thought 00:22:35.790 --> 00:22:44.010 process People are sending Spam and phishing emails Using my domain Using 00:22:44.010 --> 00:22:51.239 matt@someuniversityormadatmoneylab.co Well how the Now I'm like okay Is 00:22:51.239 --> 00:22:54.000 that active campaign that somebody hacking my active campaign account 00:22:54.000 --> 00:22:58.199 to do that No So I had to learn 00:22:58.919 --> 00:23:05.429 I after doing some research into this I learned about SPF D com and DMARC 00:23:05.489 --> 00:23:08.850 Now I'll explain what these things are but basically uh this is something 00:23:08.850 --> 00:23:12.750 that I had to set up with convert kit but weirdly when I switched to active 00:23:12.750 --> 00:23:16.860 campaign I was I you know it was not like part of the onboarding process 00:23:16.860 --> 00:23:19.169 for me or at least I didn't see it 00:23:20.040 --> 00:23:23.070 So I didn't have it set up for active campaign 00:23:24.810 --> 00:23:28.379 So SPF not really sure what it stands for It's not the stuff that you put on your 00:23:28.379 --> 00:23:33.659 skin to protect you from the sun It's some sort of like filtering mechanism To 00:23:33.659 --> 00:23:38.699 make sure that you are you own the domain name where you're sending emails from 00:23:40.290 --> 00:23:47.010 D Kim or D K I M is another version of this So just a different version So it's 00:23:47.010 --> 00:23:52.439 like two checks right To filtering things And then DMARC is the combination of those 00:23:52.439 --> 00:23:58.260 two things which sends reports So I had to set all of this up using my DNS Now 00:23:58.290 --> 00:24:01.439 I'm not going to go into detail about all this year because it's super technical 00:24:01.709 --> 00:24:06.750 Um we're going to do a whole workshop on this in Money lab pro So if you 00:24:06.750 --> 00:24:11.489 want to sign up for that you can go to money lab.co/pro and that's my online 00:24:11.489 --> 00:24:16.889 community You could sign up for an annual subscription To join the community And 00:24:16.889 --> 00:24:21.330 that's where we kind of do you know online business stuff We have weekly happy hour 00:24:21.330 --> 00:24:23.219 calls on zoom and everything That's fun 00:24:23.729 --> 00:24:28.409 But Anyway I had to set all this up And it's which which first I had to 00:24:28.409 --> 00:24:33.300 learn And then I had to set up which didn't take too long but um it forced 00:24:33.300 --> 00:24:36.750 me to have to like look into other software and learn about this whole 00:24:36.750 --> 00:24:40.199 world that I wasn't familiar with And I guess this is not going to be the same 00:24:40.199 --> 00:24:42.120 for everybody I think my list is like 00:24:42.629 --> 00:24:46.469 Just big And I just think it got hacked or whatever it was Somebody was just sitting 00:24:46.500 --> 00:24:54.689 on my behalf So I set this all up Spam emails have certainly slowed down Uh and 00:24:54.719 --> 00:25:01.110 then the the last thing that I did Was I Jason's hook had emailed me So I had sent 00:25:01.110 --> 00:25:04.350 an email out you know a couple of weeks ago to everybody at money lab And I was 00:25:04.350 --> 00:25:05.790 like look this is what I went through 00:25:06.750 --> 00:25:12.300 And it's a problem It's a real big problem Uh and it was it forced me 00:25:12.300 --> 00:25:15.570 to do a lot of like stuff that I never thought I'd have to do a lot of 00:25:15.570 --> 00:25:20.070 technical work um to make sure that you know I could still send emails 00:25:21.750 --> 00:25:25.020 Not to scare anybody but I'm like eh I should probably do it It's probably do 00:25:25.050 --> 00:25:28.409 all the things you know make sure you put recap show on your forums make sure 00:25:28.409 --> 00:25:33.989 that you got the SPF and D Kim and D mark all set up For your domains That you're 00:25:33.989 --> 00:25:40.229 sending emails through The last thing was well I mean I spent all of 2021 collecting 00:25:40.260 --> 00:25:41.879 email addresses this aggressively 00:25:42.570 --> 00:25:48.510 There's bound to be A ton of people on my list Who are either who either 00:25:48.510 --> 00:25:52.679 never signed up and are killing my open rates Right Cause they're not opening 00:25:52.679 --> 00:25:59.489 anything Which you know I cleaned those people up Um or there's just bad actors 00:25:59.550 --> 00:26:04.080 bad email addresses or people that you know whatever So I found so Jason 00:26:04.080 --> 00:26:05.669 Zook had emailed me and said listen 00:26:06.060 --> 00:26:11.219 Uh yeah recapture socks I understand but I had to implement it but they had 00:26:11.219 --> 00:26:15.929 used this a service that I'd never heard of It's like email verification service 00:26:16.110 --> 00:26:22.260 right Which basically goes and does like Recapture tests on your existing emails So 00:26:22.290 --> 00:26:26.129 you just import all your email addresses It does the checks that tells you which 00:26:26.129 --> 00:26:29.520 ones are good which ones are bad And then you can just go in and delete those 00:26:30.270 --> 00:26:35.129 Uh so I ended up using a service called emailable which was really easy to use 00:26:35.129 --> 00:26:38.429 It integrates with active campaign It's sucks in the lists sucks in all the 00:26:38.459 --> 00:26:42.810 email addresses checks them all cost money I had to pay like you know a couple 00:26:42.870 --> 00:26:46.979 cents per email address So I ended up spending like 500 bucks for this big check 00:26:47.310 --> 00:26:51.780 I did this big bulk check And I think I had to like delete 5,000 00:26:51.780 --> 00:26:55.439 subscribers It was an insane amount of subscribers And so I did 00:26:57.330 --> 00:27:03.659 Now the last email I had sent to money lab Had a 50 open rate which was Just 00:27:03.719 --> 00:27:08.879 very high I mean it's always been money lab emails you know back before I was 00:27:08.879 --> 00:27:13.110 started using active campaign When I was in convert kit I was getting like 40 to 00:27:13.110 --> 00:27:19.560 50 open rates Once I started aggressively collecting email addresses obviously that 00:27:19.709 --> 00:27:24.479 had gone down But it was I think because there was so many bot email addresses that 00:27:25.020 --> 00:27:28.860 I just weren't opening emails now I was trying to get rid of them but then 00:27:28.860 --> 00:27:33.330 they keep coming in you know so you're cleaning out The backside of it Cause 00:27:33.360 --> 00:27:36.330 like you know somebody doesn't open an email for a month I'm like get off my 00:27:36.360 --> 00:27:40.320 list Right Come on At least open my emails 00:27:42.090 --> 00:27:44.340 Or click something I'm putting stuff in there 00:27:46.379 --> 00:27:50.489 If you don't want it it's fine It's going to remove you So you know I 00:27:50.489 --> 00:27:52.679 want you to open my email address I'm trying to like make I'm going to have a 00:27:52.679 --> 00:27:59.820 business here Um Is there anyway I use a service deleted 5,000 email addresses 00:27:59.850 --> 00:28:05.909 Boom Open rates back up hopefully at this point now I've solved all of the 00:28:05.909 --> 00:28:08.639 problems There may be some lingering 00:28:08.969 --> 00:28:11.610 You know spam complaints here and there but it's not going to it's not going 00:28:11.610 --> 00:28:15.090 to be a high percentage which is what's causing the red flags which is what's 00:28:15.090 --> 00:28:22.949 causing active campaign The email me So I got So I'm I'm I'm I feel like today 00:28:23.489 --> 00:28:29.520 I'm set up I'm good to go Now I'm just slowly Cleaning up all my newsletters 00:28:29.850 --> 00:28:35.070 I'm rethinking and re-looking at my onboarding sequences And just trying 00:28:35.070 --> 00:28:37.409 to be incredibly helpful with my emails 00:28:38.219 --> 00:28:45.449 And then you know selling My services my products my Courses my physical products 00:28:45.479 --> 00:28:51.030 every once in awhile And it works you know I I Started selling physical products In 00:28:51.090 --> 00:28:58.139 late 20 21 At swim university as a test I sent one email and blew out my inventory 00:28:58.469 --> 00:29:03.780 That's how powerful email marketing is I can't I literally couldn't replicate 00:29:03.780 --> 00:29:05.909 that any in any other marketing channel 00:29:06.989 --> 00:29:10.080 Without spending a ridiculous amount of money You know so 00:29:12.179 --> 00:29:17.070 Anyway That's that's it That's all I got And here's the thing I like I said in the 00:29:17.070 --> 00:29:23.250 beginning email me man@moneylab.co Um I want to hear from you Absolutely Check 00:29:23.250 --> 00:29:29.699 out money lab itself@moneylab.co And uh yeah I think we're just going to leave 00:29:29.729 --> 00:29:35.310 it at that So I appreciate you listening to the podcast And leave me a review on 00:29:35.310 --> 00:29:38.129 iTunes or anywhere you can leave reviews 00:29:38.669 --> 00:29:41.459 Leave a nice review Don't be uh you know 00:29:43.169 --> 00:29:52.949 Naked negative Nancy Negative Nathan I don't do that Okay Um Anyway if you have 00:29:52.949 --> 00:29:56.820 any questions about this episode emailing matt@moneylab.co If you have any questions 00:29:56.820 --> 00:30:01.559 about anything I'm happy to answer them Uh I love hearing from you so I appreciate 00:30:01.590 --> 00:30:02.969 it All right See you next time Bye Bye 00:30:16.650 --> 00:30:18.960 Computer: Please tell your friends about this show.