EMAIL MARKETING
THERE'S CASH IN THE INBOX.
LET'S MAKE THIS SIMPLE.
You've got more important things to worry about than clicks, video views, and email open rates. Even before you start digging around on this site, let's get on a call to talk about what your business needs to do so you can actually put more money in your pocket.
GROWING YOUR EMAIL LIST
BUILD ON YOUR OWN LAND.
In a world where everyone is trying to grow their "followers," we take a different approach. Don't just build a social media following that could be turned off or taken away the instant everyone's attention switches to a new platform or you make one wrong move.
Instead, we help you build an email list, an asset you own and can communicate with on your terms.
GROWING YOUR EMAIL LIST
BUILD ON YOUR OWN LAND.
In a world where everyone is trying to grow their "followers," we take a different approach.
Don't just build a social media following that could be turned off or taken away the instant everyone's attention switches to a new platform or you make one wrong move.
Instead, we help you build an email list, an asset you own and can communicate with on your terms.
EMAIL MARKETING STRATEGY
MAPPING THE PATH TO PROFIT.
It isn't enough to fire up Mailchimp and press send. You've got to think about where your customers are in their journey, what they need from you right now, and how email can play a role in moving that relationship forward. We help companies build or refine their email strategies so that they can actually use it to make more money.
How often should I email my list?
We're big fans of emailing more frequently than less. After all, an email in someone's inbox is another chance for them to see your brand's name.
The fear that you'll "irritate" your list is real, and we get it, but after sending hundreds of thousands of emails for customers, our data has shown us that when people aren't interested in what you're talking about that day, they'll just delete your email.
When you start seeing your "unsubscribe" numbers go up or people start reporting your emails as spam, it's time to rethink things, but if you're careful about balancing promotional emails (selling stuff) with educational and entertaining emails, your customers will be happy to hear from you.
Should I send manual or automated emails?
Both! We like to strike a balance.
We love to build sequences of automated emails like welcome series that explain how new subscribers can get the most value out of being part of your list.
We also love to send relevant, timely information and offers that reference holidays, current events, and the actions your customers have taken.
Balancing your email sends this way creates a situation where you save as much as time as possible and your customers still get a unique, custom experience that fits them best.
How should I measure my email marketing?
Like anything else when it comes to implementing your marketing strategy, actionable metrics are key.
For instance, we track open rates. That tells us how our customers' overall perception of our brand is and how effective our subject lines are.
We also track click-through rates - the percentage of recipients who click a link or button in the email. That tells us how strong our offers are and how effectively we're writing the content of our messages.
We keep a close eye on bounce rate, deliverability, and unsubscribes to know how healthy our list is and whether email systems are viewing our messages as junk or spam.
And finally, we aren't building your business if we aren't tracking revenue generated through email. At the end of the day, if email isn't making you more money, we need to re-evaluate your strategy.
Does email marketing actually work?
Email marketing has an average ROI of 36x. That means for every dollar you spend on email marketing, you can expect to make $36 back. We think that's pretty strong.
Among all marketing channels, email consistently has the highest rate of return.
Part of that number is because email is so inexpensive to actually deliver - once someone is on your list, communication with them effectively becomes free. It's another reason why growing your list with strong offers on your site is so important.
How do I make sure my emails don't end up in spam?
At the end of the day, it boils down to treating your list right.
Send them helpful resources and offers that will actually solve their problems. Do it in a way that isn't annoying or invasive.
They've entrusted you with the privilege of their contact information. Be a good steward of it. That means giving them a clear path to unsubscribe if they choose to do so.
Remove people from your list who haven't opened your emails lately (that's called list hygiene).
Leave the exclamation points out of your messages and subject lines. Don't type in ALL CAPS. People hate that shit.
Of course, there's always more to think about, but these should give you a good start.
EMAIL MARKETING STRATEGY
MAPPING THE PATH TO PROFIT.
It isn't enough to fire up Mailchimp and press send. You've got to think about where your customers are in their journey, what they need from you right now, and how email can play a role in moving that relationship forward.
We help companies build or refine their email strategies so that they can actually use it to make more money.
How often should I email my list?
We're big fans of emailing more frequently than less. After all, an email in someone's inbox is another chance for them to see your brand's name.
The fear that you'll "irritate" your list is real, and we get it, but after sending hundreds of thousands of emails for customers, our data has shown us that when people aren't interested in what you're talking about that day, they'll just delete your email.
When you start seeing your "unsubscribe" numbers go up or people start reporting your emails as spam, it's time to rethink things, but if you're careful about balancing promotional emails (selling stuff) with educational and entertaining emails, your customers will be happy to hear from you.
Should I send manual or automated emails?
Both! We like to strike a balance.
We love to build sequences of automated emails like welcome series that explain how new subscribers can get the most value out of being part of your list.
We also love to send relevant, timely information and offers that reference holidays, current events, and the actions your customers have taken.
Balancing your email sends this way creates a situation where you save as much as time as possible and your customers still get a unique, custom experience that fits them best.
How should I measure my email marketing?
Like anything else when it comes to implementing your marketing strategy, actionable metrics are key.
For instance, we track open rates. That tells us how our customers' overall perception of our brand is and how effective our subject lines are.
We also track click-through rates - the percentage of recipients who click a link or button in the email. That tells us how strong our offers are and how effectively we're writing the content of our messages.
We keep a close eye on bounce rate, deliverability, and unsubscribes to know how healthy our list is and whether email systems are viewing our messages as junk or spam.
And finally, we aren't building your business if we aren't tracking revenue generated through email. At the end of the day, if email isn't making you more money, we need to re-evaluate your strategy.
Does email marketing actually work?
Email marketing has an average ROI of 36x. That means for every dollar you spend on email marketing, you can expect to make $36 back. We think that's pretty strong.
Among all marketing channels, email consistently has the highest rate of return.
Part of that number is because email is so inexpensive to actually deliver - once someone is on your list, communication with them effectively becomes free. It's another reason why growing your list with strong offers on your site is so important.
How do I make sure my emails don't end up in spam?
At the end of the day, it boils down to treating your list right.
Send them helpful resources and offers that will actually solve their problems. Do it in a way that isn't annoying or invasive.
They've entrusted you with the privilege of their contact information. Be a good steward of it. That means giving them a clear path to unsubscribe if they choose to do so.
Remove people from your list who haven't opened your emails lately (that's called list hygiene).
Leave the exclamation points out of your messages and subject lines. Don't type in ALL CAPS. People hate that shit.
Of course, there's always more to think about, but these should give you a good start.
MARKETING AUTOMATION
BUSINESS GROWTH ON AUTOPILOT.
Imagine this:
A new lead comes in through your website and within minutes, they've got an email from you in their inbox, you've received a text letting you know to give them a call, and their contact information has been added to your database.
You get daily reminders to follow up by phone, text, or email and you build a relationship with this person so that they trust you and purchase from you.
With marketing automation, we save you from the tedious tasks that take up most of your time and build systems that allow you to do what you do best - serve your customers and build great relationships.
MARKETING AUTOMATION
BUSINESS GROWTH ON AUTOPILOT.
Imagine this:
A new lead comes in through your website and within minutes, they've got an email from you in their inbox, you've received a text letting you know to give them a call, and their contact information has been added to your database.
You get daily reminders to follow up by phone, text, or email and you build a relationship with this person so that they trust you and purchase from you.
With marketing automation, we save you from the tedious tasks that take up most of your time and build systems that allow you to do what you do best - serve your customers and build great relationships.
EMAIL NEWSLETTERS & BROADCASTS
SIGNED, SEALED, DELIVERED.
When you've got a big event coming up, an awesome new video you just recorded, or a flash sale on your most popular items, you've got to let people know.
If you've got an engaged email list, it's as simple as blasting out an email newsletter to keep them up to date on how you're helping people just like them. You can segment it by customer interests, exclude people who have already purchased specific offers, and tailor the email experience to what your users need.
We'll plan and deliver high-converting emails that strike a perfect balance between education, entertainment, inspiration, and promotion. The result? A highly-engaged customer base that looks forward to hearing from you.
EMAIL NEWSLETTERS & BROADCASTS
SIGNED, SEALED, DELIVERED.
When you've got a big event coming up, an awesome new video you just recorded, or a flash sale on your most popular items, you've got to let people know.
If you've got an engaged email list, it's as simple as blasting out an email newsletter to keep them up to date on how you're helping people just like them. You can segment it by customer interests, exclude people who have already purchased specific offers, and tailor the email experience to what your users need.
We'll plan and deliver high-converting emails that strike a perfect balance between education, entertainment, inspiration, and promotion. The result? A highly-engaged customer base that looks forward to hearing from you.
WE DON'T LIKE TO BRAG.
BUT WE DON'T MIND WHEN YOU DO.
"Kyle's got the instincts - he just figures stuff out. Clearly, he's taking notes, paying attention, and implementing. There are a lot of people who need his help, and he’s making a difference for a lot of businesses."
RYAN DEISS
CEO & Founder, Scalable
Author of "Digital Marketing for Dummies"
"I can’t say enough good things about GuidePost. It was the best decision and investment I’ve made in my business. From the initial discovery call to the final presentation, it was a great experience and I can’t wait to continue to partner with Guidepost on all my business marketing needs."
KYLE CASTNER
Owner, Spotted Owl Creative
"From day one, I knew I had picked the right company. The process is broken down into easy to action steps, careful research of your company is done before and during the process and the quality of work produced was definitely worth every dollar. We will be reaping the benefits for years to come."
ALAN MILTZ
Founder, CashFlowStory
Co-Author of "Scaling Up"
LET’S GET STARTED
Ready To Make a Real Change?
Let’s Build this Thing Together.
