In this chapter, I’ll share my favorite email marketing tools. These are services that will support you to be as successful as possible in your email marketing efforts.
Email Marketing Tool #1: ConvertKit
ConvertKit is my number one recommendation for email list management.
ConvertKit makes managing your email list and setting up autoresponders so easy and user-friendly. Segmenting my email subscribers into groups so that they get content specific to their individual needs has never been more simple.
ConvertKit is a powerful email marketing platform that does a tremendous job of automating processes in email list management, allowing me to focus my efforts elsewhere while it hums along beautifully.
There are three main reasons I love ConvertKit:
- It’s easy to use and set up. ConvertKit was designed from the ground up to be really easy to set up, use, and understand.
- The statistics are incredible. ConvertKit makes it really easy to see exactly what’s going on in all your campaigns, forms, and broadcasts.
- It comes with a bunch of advanced features, including segmentation and tagging.
If you want to learn more about how I came to rely on ConvertKit in my own business, and why I love and recommend it as a great way to build your email list and stay in touch with your audience, check out Chapter 7.
And if you want to give it a try (and get a whole month free—twice as much as the usual 15 days) go to smartpassiveincome.com/convertkit. [Full Disclaimer: I am a compensated advisor and affiliate for ConvertKit.]
Email Marketing Tool #2: RightMessage
RightMessage integrates your website with your email service provider (including ConvertKit), and serves up custom messaging for your website visitors based on their interests.
This on-site personalization lets you talk to your site visitors in a relevant way—and in turn grow your email list with high-quality subscribers.
For SPI, RightMessage has been incredible. This tool helps us understand more about our audience, which lets us deliver them more targeted messaging on the SPI website. This helps foster trust and makes people more likely to stay in touch by joining the SPI email list. It also gives us valuable information we can use to send more personalized emails to list subscribers.
For instance, if someone in an advanced segment of the SPI audience comes to the website, we can use RightMessage to tailor our language to them. It tells us if they’re already on my email list, and even if they’re in a particular segment of the list. We can also look at how they answer a few custom survey questions through a tool RightMessage provides called RightAsk.
Based on a person’s survey answers, we can tailor content on the home page and other parts of the website to talk to them in a more relevant way. RightMessage has put together a collection of recipes that show how online business owners are customizing their offers.
We can also use this information to tailor the content we send that person via email. Based on what we learn via the RightAsk survey, we can have RightMessage update the tags associated with that person in our email tool, ConvertKit. If the visitor is not yet a subscriber to my email list, RightMessage will hold on to their answers, pushing them to ConvertKit when they do decide to subscribe.
In this way, RightMessage helps you go beyond just segmenting your email list, but using what you learn about each audience member to provide them targeted content both on your website and via email.
And this can have a direct positive impact on the size and quality of your email list. If someone is visiting your site for the first time, you can use the RightAsk survey tool to learn a lot about that person, then use that information to personalize the web content they see. This helps build trust and engagement and makes it more likely they’re going to want to join your email list.
RightMessage is very easy to work with. It’s a simple, powerful tool you can use to personalize content for the different kinds of people on your email list—and to build trust that can make new visitors more likely to join your list.
Part of the beauty of RightMessage is you don’t need an email list to start taking advantage of its website personalization features—but it’s an even more valuable tool if you’ve already started building a solid email list, both in terms of using what you know about visitors who are already on your email list to deliver them relevant on-site content, and using personalized site content to build trust that inspires new site visitors to join your list, and to send more relevant emails to existing subscribers.
RightMessage helped me earn over $100k in a month! SPI listeners get a 30-day free trial (that’s an extra 15 days) and a free playbook to help you get started generating results right away.
Email Marketing Tool #3: Leadpages
No matter which email service provider you use, Leadpages is a must-have tool you should be harnessing to grow your email list with quality subscribers.
Leadpages is by far my favorite tool for creating high-quality landing pages and other lead-generating resources quickly and easily. What does this have to do with email marketing? A beautiful, well-constructed landing page can help you convert visitors into email list subscribers or buyers.
In this way, Leadpages enhances the capabilities of your email service provider, whether you use ConvertKit, AWeber, Infusionsoft, or another service. Leadpages itself does not collect emails—for that, you need to connect it to your email service provider. What it does provide are tons of awesome templates for lead magnets, webinars, and landing pages you can use to build your email list.
Leadpages also makes it easy to customize the design of these resources to match your brand and help you stand out. If you’ve ever signed up for one of my courses, then you’ve probably shared your email address via one of my custom-designed Leadpages landing pages.
One of the biggest advantages of Leadpages comes if you offer lots of lead magnets/content upgrades/freemiums to your audience. You see, when you offer multiple lead magnets, it can get cumbersome to deliver them using only your email service provider—especially when you’re sending them to people who are already subscribed to your list. You don’t want people to have to reconfirm their email address or start receiving an email autoresponder series they’ve received in the past. That’s a really lousy customer experience.
Leadpages makes it really easy to have a new lead magnet automatically sent to someone without creating friction. You upload each content upgrade to Leadpages, and when someone subscribes via a Leadpages landing page, they get an email with a link to download it. Instead of your having to do a lot of configuring and creating new segments in your email service provider, Leadpages knows who’s already on your list, and sends them the lead magnet without any extra work on your part.
One of the most popular episodes of the Smart Passive Income Podcast is number 78, which features Clay Collins, the founder of Leadpages. In this episode, Clay and I go deep into the tactics and strategies that will help you optimize conversions into your email list.
I highly recommend you check it out! And if you want to get a free trial of Leadpages, go to smartpassiveincome.com/leadpages.
[Full Disclaimer: I am a compensated advisor and affiliate for Leadpages.]
Email Marketing Tool #4: Bonjoro
Bonjoro is a fantastic tool that lets you enhance your automated emails by sending personalized video messages that can boost engagement and enhance customer experience!
I can vouch that since I started using Bonjoro to send individualized video messages, my email open rates have been through the roof.
Here’s how Bonjoro works: After signing up, you can integrate it with anything, from your email service provider to your payment processor, and have the app notify you when a new customer or email subscriber comes on board.
One of the biggest ways I’ve used Bonjoro is to welcome new students after they purchase one of my online courses.
When a new student signs up, I’m notified on my iPhone. I open the Bonjoro app, where I’m presented with an interface that lets me record a short personalized video to welcome that new student into the course, and let them know my team and I are here for their support. After adding in a quick text message to go along with it (e.g., “Thanks, John!”), I hit a button to send them an email with the video inside. Boom. That’s it.
Back in 2017, I started sending a unique, personalized video to each new student of my Power-Up Podcasting course. Although it did take a bit of time (thirty seconds per video, plus a few extra seconds to hit send for each of the four hundred-plus students), it was absolutely worth it.
The responses were off the charts!
Over half of the videos I sent out earned a response back. Here are a few of the amazing responses:
- “Thanks! It was awesome to hear from you!”
- “OMG, you sent me a video. I can’t believe it!”
- “Thanks, now I know I’m in the right place!”
Little touch points like this are so important. The least you can do for a new customer, especially one who invests money in you and your program, is to offer them something personalized to let them know you’re there for them, and hopefully different from the rest.
I’m not the only one who’s seen massive success with Bonjoro. In fact, the people at ConvertKit, my email service provider of choice, have used Bonjoro to delight their new customers and reduce churn (the percentage of people who choose not to continue their subscription) by a massive 16 percent.
Not only is Bonjoro a beautiful tool that’s easy to use, but it’s a lot of fun too! I highly recommend adding Bonjoro to your email marketing toolkit.
[Full Disclaimer: As an affiliate, I receive compensation if you purchase through this link.]
Email Marketing Tool #5: OptinMonster
One of the most popular and effective ways to grow your email list is through smart use of pop-up forms on your website.
OptinMonster is a premium WordPress plugin that makes it incredibly easy to add pop-ups to your site to collect email addresses. You can set them to show up immediately when people come to your home page or another page on your site, or even when they reach a certain point on that page. You can also specify the pop-up to show a certain amount of time after they’ve landed on that page.
And very importantly, OptinMonster has options that let you ensure that if someone closes the pop-up window the first time it shows up, or has already signed up for your email list, it won’t show them the pop-up anymore.
There are lots of pop-up tools you can use to augment your email marketing, and you can probably do just fine with a number of the options out there. But OptinMonster is a great pick, so if you’re looking for a tool that will help you capture email addresses on your site, give it a try.
Email Marketing Tool #6: KingSumo Giveaways
In terms of growing your email list, contests and giveaways are another great way to attract quality subscribers.
There are several tools out there that can help you do this, but my preferred option if you have a WordPress website is a plugin called KingSumo Giveaways. One of the big features of KingSumo (and other similar tools) is that helps your contest spread virally by incentivizing people to gain more entries by doing things like subscribing to your email list, your YouTube channel, Instagram profile, or Facebook page, and sharing the contest on social media.
Whenever I run contests, I typically grow my YouTube channel by over 10,000 followers, and my Instagram account by a few thousand.
But when it comes to email marketing, contests and giveaways really shine. It’s incredible how much a contest can move people to join your email list. We’ve seen new subscribers in the range of 10,000, 20,000, and sometimes even 30,000 in a very short period, with a contest or giveaway.
Contests and giveaways give you a great opportunity to generate leads and build your email list with quality subscribers—as long as you do it the right way.
The key is to make sure you’re giving away something that’s relevant to your audience and in line with what you teach. For example, one of our recent giveaways was for a bunch of podcasting gear. Because podcasting is such a big part of the SPI brand, it’s likely that many of the people on the SPI email list are already podcasting or at least interested in podcasting.
And because the contest prize is something that’s relevant to my audience, these new subscribers or followers add to both the quantity and quality of people on my email list.
So consider how you might use a contest or giveaway to grow your following among your target audience. You can also check out episode 320 of the Smart Passive Income Podcast with KingSumo’s founder, Noah Kagan, if you want to learn more about what KingSumo Giveaways can do for you.
KingSumo Giveaways is a totally free plugin, and you can check it out (and get a free quick-start guide to run your first contest or giveaway) at kingsumo.com/spi.
Email Marketing Tool #7: Demio
Webinars are an important piece of your online marketing toolkit—especially your email marketing. Quite simply, they’re a fantastic tool for building your list.
For a long time, though, webinars were something I avoided doing. Why? I was daunted by the available technology. You see, most webinar software is hard to use and not very user-friendly.
Demio is different.
Demio is an easy-to-use webinar platform that helps you automate and manage your webinars. It also runs in almost any web browser, which makes it easy for your audience. Demio makes it easy for you too, with a super-intuitive interface, lightning-fast support response time (under five minutes), and features like auto-recording for all of your webinars.
Demio lets you automate a lot of your email marketing related to your webinars by creating handy rules, such as [If a person watches X percent of the webinar, then send Y email or perform Z action]. Or, [If a person registers but doesn’t go, do this instead]. Demio also offers a really cool replay feature. The tool automatically records your webinar sessions in HD quality in the cloud, so you can share them on your website later on.
With Demio, I’ve overcome my fear of webinar tech, and I’m hosting a lot of webinars now, including my Podcasting the Smart Way and Affiliate Marketing Masterclass webinars.
I love Demio for their seamless integrations, beautiful interface, and powerful marketing tools. If you’ve been looking into creating webinars, maybe as part of an evergreen sales funnel, you’re going to want to check out Demio. It’s a super cool webinar tool that can really augment your email marketing efforts.
You can get a special SPI deal on Demio at smartpassiveincome.com/demio.
[Full Disclaimer: As an affiliate I receive compensation if you purchase through this link.]
Email Marketing Tool #8: Typeform
Once someone has joined your email list, it’s important to keep learning about them so that you can talk to them in the right ways and direct the right products and services to their attention. It’s also important to check in and ask them if they’re getting what they need from your business.
There are several ways to learn more about the people on your list so you can start talking to them effectively. One of those is a tool I described above, RightMessage.
Another way to gather this valuable information is through a web survey—and my favorite tool for creating and delivering surveys is Typeform.
Surveys allow you to collect information you can use to segment your list—to place people in the buckets that make sense for them. In my business, I have three main segments: one for people who don’t have a business yet, one for people who have a business that makes zero to $500 a month, and one for people who have a business that makes more than $500 a month.
If you haven’t started segmenting your list, then Typeform provides a great way for you to do that. You can also use Typeform to see what people think about the products and services you provide, then use that information to improve your offerings.
Typeform is also really versatile! You can use it to create longer external surveys that live on your website, or shorter ones that you embed directly inside an email.
Typeform offers a free plan that gives you 100 responses per month and 10 questions per typeform. There are also paid plans starting at $30 per month if you need more than that.
Go to typeform.com/pricing to find the plan that works best for you!
Going Deeper on the Email Service Provider I Recommend
There you have it—my eight favorite tools to enhance your email marketing! They’re not the only email marketing tools out there, but with them in your arsenal, you’ll be equipped to get the most out of your email marketing efforts.
In the next and final chapter of my epic guide to email marketing, I’ll dig deeper into ConvertKit, my email service provider of choice—and why it should be yours as well.
Create Winning Emails
Learn to Write Great Emails.
Once you’ve set up email marketing, you have a direct line to each person on that list. And if you provide value to these people, they’re going to want to open your emails. Every time. Score!
Write Winning Emails with These Great Game Plays
- Plans for emails to round out campaigns— Each “play” in this playbook has a unique purpose and structure.
- Timing to strengthen the relationship you have with your audience— Like a “choose your own adventure,” you select what structure works for you.
- The when, where, what, and how for your Calls to Action (CTA)— For when it's time to finally pitch to the people who trust you.