5: Bye Felicia! No Tears for Unsubscribes

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What up and namaste to my yogis, my sisters, my brothers, and all my conscious entrepreneurs out there working to make their passion their paycheck. I'm Adi Shakti, the Six Figure Yogi, and I've been sent to elevate and empower you. I bridge the gap between old school big business secrets and your new paradigm creation. Consider me your hippie business strategist and your new best friend. Be sure to head over to sixfigureyogi.com, that's S-I-X figureyogi.com for your free online marketing and conscious business growth e-course with yours truly. Grab your kombucha and turn down your Grateful Dead and get ready to take notes.

Namaste and welcome, this is Adi Shakti, the Six Figure Yogi, and we are in episode five already, and today, I am going to go over e-mail deliverability or ensuring that your e-mails are being read by your clients that you're sending out or your potential clients. First, I want to give a huge shout-out to Christine Kramer. Christine took our yoga teacher training and self-empowerment course here in Costa Rica last year, and it has just been such an incredible joy for me to follow her on social media and watch her teaching tons of classes out in the community, and she actually put her deposit down this week for our advanced 300-hour module program that we're having here in January and February of next year of 2017, and I'm just so incredibly proud of you, Christine. I can't wait to spend some more time with you in January. We're really going to take everything to the next level. I just wanted to give a shout out to Christine.

Now we're moving into deliverability, and so I want to vent a little bit, I hope that's okay. I sent out an e-mail recently this week. Occasionally, I purge my e-mail list and I'll talk about why here in a moment, but I sent an e-mail out and I just let people know that I was going to be unsubscribing them because they haven't been reading or responding to my e-mails. It was the last 20 e-mails that I had sent that they hadn't even opened. What I did is I sent out an e-mail, the subject, "I am unsubscribing you." In the e-mail, I explained that I honored them and that I valued them, and that I didn't want to be spam for them, that if they weren't interested in what it is that I'm offering, that I didn't want to be in their inbox anymore.

My e-mails, 95% of e-mails are content-based e-mails. It's not very often that I send pitch e-mails. I really work hard on my end to develop incredible content for you, my listeners. I also have a Vimeo channel where I go over different components in the practice of yoga, blogs, highlighting different goddesses, different female leaders, and lots of other things that I do to offer value. If people aren't into receiving that value, then I cut them from my list, and I sent that e-mail out and I got a response from someone who they responded to me in Spanish, actually, so I don't think they actually understood what the e-mail said. It basically said that I honor you and I don't want to be an extra in your life, and so I'm going to go ahead and take care of it for you and unsubscribe.

They were frustrated and annoyed and disgusted, actually. They said that they would be receiving this threat from someone that claimed to be a yogi. When I got that e-mail, it frustrated me a lot. She said that it wasn't my responsibility or it wasn't her responsibility, rather, to respond or to open my e-mails, and that she could do what she wanted and all of that, and that me sending this warning was very offputting and all of this. I just want to dive into what deliverability is.

The fact is that I spend thousands of dollars and countless hours of my time in developing the content for my e-mails, and the reason that I do so is to extend my passion out to all of you and to my listeners, and to those people that are engaged with my company, so that they can get to know me and so that they can really start to more fully understand the practices of yoga on one side and then the business support here on the other side. If people are not opening my e-mails, what it does over time is it begins to flag my IP or the source of my e-mails. It begins to flag them as spam.

If there is a certainly majority or there's a certain percentage of your e-mails, when you send them, that are not being opened, Google and other services start to recognize that and they will actually put you in the promotions section of the inbox rather than the inbox section of the inbox. This woman, when she tells me that it's not my business whether or not she's opening her e-mails and all of that, it very much reflects my business, actually, because she's not engaging with me, it's actually lowering my impact with the rest of my community and there's an energy exchange, right? It's subtle but it's definitely there, that I pour my heart, my soul, my time, my energy, my money into developing these e-mails and to developing the content that sits in these e-mails.

If someone isn't even going to click or isn't even interested to engage with that content, it's an uneven energetic exchange. What it does is it begins to suck my resources and it begins to suck my impact. You just want to think about that, and the more exposure that I get, the more e-mails that I kind of start to get like this or people that aren't necessarily 100% onboard with what it is that I'm doing, and I'm getting better and better at not allowing it to affect me but it's hard because you're being vulnerable, right? You're putting your message out there and you're sharing your heart, you're sharing your passion, and when people aren't responding well to that and they don't understand the level of impact or the level of time and energy and all of these things that you're putting behind something, and then they're just kind of stepping in casually and insulting, it's very, very hard, right?

I just want to throw that out there for any of you that have or are working through rejection or people judging you or saying that you're not spiritual enough because of X, Y, or Z without knowing anywhere near the complete story. I just wanted you to know that you're not alone in that. This message kind of has it twofold. One is let the haters hate and keep on aggressively in the direction of your dreams. The second thing is purge your inbox on a pretty regular basis.

What I mean by that is I go into my inbox and I warn everyone before, or I let them know that I'm going to do it just in case. At the end of the e-mail, I say, "Oh, if you don't want to be deleted, then just respond, 'Don't delete.'" Then those people don't get deleted. There's about I think it was 215 people on my e-mail list that hadn't opened my last 20 e-mails, and so them sitting on that list and just not engaging and not being a part, really an active part of our community or not watching the videos or not really engaging with me in that way, they are lowering my impact to the rest of the people that are interested and passionate because then those e-mails aren't showing up in the inbox.

I've gotten many, many e-mails from you, actually lately, about the online marketing and conscious business e-course where it's not hitting your inbox and you guys were having to dig through your promotions so on my end, I need to do something about that. Right? I send the e-mail out and I let them know that that's my intention. I give them a few days to respond and then I wipe that section out of my e-mail list. It's way, way, way more important to have a high engagement percentage on your e-mails than it is to have that bigger list. Today, I just want to go over some tips on how to increase that engagement and to increase your deliverability to make sure that all of these e-mails that you are writing, all of these campaigns that you are developing and sending out to your clients, to making sure that they're actually receiving those.

Namaste. This is Adi Shakti, the Six Figure Yogi, and I am coming at you today with a very exciting message. Our application process for the 300-hour advanced modules here in Costa Rica is officially open. It's a five-week format, for those of you that already have your 200-hour yoga certification, this is an advanced module. When you complete it, you'll be able to register as a 500-hour teacher. The following week, we have the prenatal course, as well, so you could, if you wanted in about six weeks, do the 500-hour certification, as well as the prenatal course. The fifth week of the advanced module, we are doing a soulful strategic business mastermind, where I will be walking you through action steps in developing and shaping and continuing to grow your conscious business. It's going to be incredible.

If you want the details, you need to e-mail us at passionyogaschool@gmail.com. You can learn more about Passion Yoga School at passionyogaschool.com, but again, if you want those details, you do need to e-mail us directly. We've had incredible interest in our program, it is competitive, we're expecting to sell out here pretty soon, so please go ahead and reach out today if you want that information. Thank you so much and now back to your boss training.

My first tip on that is to purge your list, like I just mentioned. You want to make sure that periodically, you are getting rid of people on your e-mail list that are not engaging with your content. Just let it go. For every person that unsubscribes from your list, you should do a happy dance because now that person is not another number sitting on your list that's probably increasing the monthly cost of your blast e-mails, and they're not interested, they're not buying, they're not into what you're offering, so let them go, that's fine. No hard feelings.

You want to most effectively target and speak to the people that really, really resonated and are really, really excited about what you're doing, and so as those people leave that aren't, that's something to celebrate, so don't get stressed out about those unsubscribes, as you start to see them come through, as you build your list.

The second thing that you can do is use branding and you're from name. For example, when you get my e-mails here, if you're on that list, it's Adi, the Six Figure Yogi, and so when you click on that, you know that it's coming from me, right? You're not going to get spam complaints and different things. If I sent you an e-mail and it was from Adison Demery, for example, maybe you don't know me by that name, and so you're clicking there thinking that it's some sort of personal or work-related or who knows what e-mail and then you're disappointed to learn that it's actually Adi the Six Figure Yogi.

You just want to be clear, right? There's no need to hide behind anything, so just be clear. You can just use your name and then include branding in the from the name of your e-mails that's actually going to take your open rates up and, therefore, increasing your deliverability. You want to be careful about doing contests, and so I worked for an employer before, for example, and we would do these giveaway, would be a giveaway trip to Kenya where five nights were included or something like that. We were would get these hundreds of e-mails from people that want the giveaway, but really, that's kind of the extent of what it is that they're looking for, and so if they don't win, then they're probably not going to become buyers.

You just want to make sure that you're careful about that. You don't want to do these giveaway offers, these, oh, my gosh, I can't believe this is so great offers, because once if people don't win the iPad or they don't win whatever it is then they're not likely interested in continuing a relationship with you. Kind of dumping all these people into a list just for the sake of saying that you have a big list, you want to make sure that you stay away from that. You want to make sure that you're only adding qualified leads into the list.

Another way that you can do that is through doing the double confirm opt-in. It might decrease the number of people, right? That are coming in. I've also seen things that if you just ask people for their e-mail and you don't ask them for their e-mail in their name, then they're more likely just to give you their e-mail. I've seen if you don't do the double opt-in, then that person is more likely to stay on the list, where the double opt-in, I mean, so say you opt-in somewhere, you enter your e-mail at a website, and then you get that e-mail into your inbox and that's where you click again to confirm that you actually want on that list.

Inevitably, if you don't include that piece, your list is probably going to be bigger, but if that person isn't willing to open an e-mail from you and then click a link confirming their subscription, they're probably not going to be willing to get on a plane and travel to Costa Rica on your retreat, right? They're probably not going to be willing to spend $5,000 with you as a coach or a consulting client, right? Just be mindful of that. Go for the confirmed opt-in, it's also going to increase your deliverability, and so that's really important.

Be sure that you are including that double opt-in process, that's why we have it there. We want a barrier to entry. We want people on our list. Your list, being on your list is a privilege, right? They're getting exposure to all of these resources that you're creating for them that you are pouring your blood, sweat, and tears into. It's a special right to be on your list and there should be barriers to entry, and as people exit, we don't need to mourn that they're exiting. As people are having ideas about the content or maybe they're sending you negative feedback or whatever it is, you really just have to let that stuff go.

The more that I throw myself out there and the more that I step into my power as an entrepreneur really and listening to my heart and really expanding my platform, the more critique and the more negative feedback that I am getting just by the nature of being exposed to more people, that percentage, there's going to be those people that feel that way about what it is that you're doing. Just know that you're not alone in that and that you are on track and listen to your own heart, listen to what it is that you makes you super excited and super passionate, and that's exactly what it is that you are supposed to be doing.

The next step that I have or the next tip, rather, for the deliverability, is to keep things on a consistent schedule. For me, for example, I have my online marketing course that you can get, and that is a consistent seven days, 20 videos. You can grab that at sixfigureyogi.com. There's that blast of e-mails initially but then over time, I'm just sending e-mails out when I'm actually new podcasts, so there's this regular schedule that I'm putting people on where they'll get updates about when the podcast goes live. It's not four or five e-mails in one week and one the next week, and 10 e-mails the next week. You just want to make sure that when you go in and you're spacing out the campaigns, that you do have a pretty consistent schedule to keep that delivery expectation consistent.

If you're sending way too many e-mails, of course, people aren't going to open every single one. If you're sending not that many at all, then it might kind of get lost in translation. You just want to have that regular consistency and let your following know when they can expect to see that, and then just keep that moving.

I think that's, just to kind of go through that again, purge your list, get rid of people that are not opening your e-mails. Use branding in your from name. Be careful about those contest entry strategies for building your list. You really want quality over quantity. Do the double confirm opt-in that's going to keep your deliverability nice and high and create another barrier to actually getting on that list, making your list all that much more valuable, and then the final one was that consistent schedule.

I think that's a good place to start, and we'll move into list building strategies and how to effectively build your list, and all of that as we talk more in the future episodes, but I just wanted to give you a foundation there. It's really important as you start to build your list that you're implementing these strategies and making sure that you're actually hitting the inbox. I just wanted to go over that with you guys today, so thank you so much for your time and your energy. Again, Christine, I'm so proud of you. For those of you that are interested in Passion Yoga School and the courses that we have here, you can catch that over at www.passionyogaschool.com. I'm Adi Shakti, the Six Figure Yogi, and I will see you next time.

Thank you so much for empowering me to be a part of your journey to abundance. My work is to be of service fully and completely, and that would not be possible without you trusting and letting me in. Be sure to head over to sixfigureyogi.com, that's S-I-X figureyogi.com, for your free online marketing and conscious business growth e-course. You've got this. I believe in you and I'll see you next time. Namaste.