Andrew McCauley: Welcome to Podcast No. 22. This is the Autopilot Your Business Podcast.

My name is Andrew McCauley and I am very e cited as usual to !oin with you on another podcast. I couldn"t do it #y mysel$. %o& o$ course& 'eather Porter is here. 'ey& 'eather( Heather Porter: 'ello& Andrew( )reat intro as always. 'ello& every#ody and than*s so much $or !oinin+ us $or yet another podcast and& as you *now& we are in the middle o$ a very interestin+ series that we are doin+ that we li*e to call the Cool Stats for Cool People series and what this one is all a#out is #asically learnin+ which num#ers and stats you need to understand in your #usiness& how do you $ind them and how to improve them speci$ically. Andrew McCauley: Yes. Heather Porter: And this one we are actually on to how to increase e,mail open rates #ut #e$ore we +et into all the cra-y num#ers and systems and more technical tal*& I want to *now a little #it more a#out& Andrew& I *now you have a cool little story. I want to *now somethin+ ama-in+ that you have learned in the last wee*. Andrew McCauley: %omethin+ ama-in+ that I learned in the last wee* . well& I +uess& I have #een out and a#out doin+ a $ew tal*s with various #usiness owners and I was sharin+ some o$ this in$ormation that we were tal*in+ a#out in this podcast today and some o$ the other podcasts that we have done and I li*e this sort o$ stu$$ and you and I deal with this sort o$ stu$$ all the time and it"s $ascinatin+ $or us #ut what I was $indin+ was that so many people out there !ust don"t use this sort o$ in$ormation. They *now they need to& they *now that it"s important in their #usiness #ut they don"t *now where to +o and $ind it and it o$ten times& #ecause it"s technical& it scares them. %o& I +uess what I learned this wee* was that we are +ettin+ a lot o$ $eed#ac* a#out our content and what we are teachin+ here #ecause people are lovin+ it. They are understandin+ it. We are tryin+ to +ive it as the most #asic $orm as we can so that you can understand it and not #e scared o$ it. %o& I +uess that was my #i+ learnin+ is that people are en!oyin+ it& they want to *now it& they don"t want to #e listenin+ to a whole #unch o$ technical !ar+on that !ust scares them. Heather Porter: Yeah& that"s a +ood point. I thin* a lot o$ people& anyone who #ecomes an e pert at what they are doin+ really understands a lot a#out the technical !ar+on and they sort o$ almost start to spea* their own di$$erent lan+ua+e and it"s hard to $or+et what you have learned or unlearned what you have learned in order to teach somethin+. %o& you #rou+ht up a really +ood point and I +uess why we are doin+ this series is that we want to ma*e it really easy to understand really what you +uys need to *now to improve your #usiness and it"s not hard as well. I mean& we want to help to portray that to you +uys #ecause I *now that Andrew and I are researchin+ on the internet to understand more a#out each o$ these topics& hal$ o$ stu$$ we $ind is written in such a lan+ua+e that"s so cra-y to understand you almost have to )oo+le each o$ the words to understand what the person is tal*in+ a#out. Andrew McCauley: Yeah& really& really. %o& that"s me. What a#out you/ What did you learn this wee*/

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Heather Porter: Well& I was doin+ some research $or clients& a new client that we #rou+ht on and they wanted to do some o$ those pop,up #o es. I actually discussed those in the last episode that we tal*ed a#out how to increase opt,in rates which is 4pisode 25. We were tal*in+ a#out a $ew pop,up #o options in there li*e Popup 6omination #ut I came across a new one and I !ust wanted to share that and this one is called Nin!a Popups. Andrew McCauley: Nin!a Popups. That had to come alon+& didn"t it/ 3$ course7 Heather Porter: 'ad to #e a nin!a. %o& now I +uess #etween this episode and the last one you +uys have $our pop,up tools to loo* into and a+ain7 Andrew McCauley: What does Nin!a Popups do/ What"s so cool a#out that/ Heather Porter: It is desi+ned very well. A+ain& what a pop,up is it is somethin+ that is a little pop,up opt,in #o that displays on your we#site either at the start o$ some#ody visitin+ your site& a $ew seconds in& or perhaps when they are tryin+ to leave your site and the *ey thin+ a#out usin+ them is that they have to #e desi+ned li*e your site and they don"t want to #e o#trusive& they don"t want to !ust #e u+ly and stic* up in some#ody"s $ace in an insultin+ way. %o& this one is +reat. It has a lot o$ really nice desi+ns and a lot o$ settin+s that you can use to display it so it doesn"t o$$end the person comin+ to your site. Andrew McCauley: Cool& very cool. %o& I am loo*in+ $orward to seein+ some o$ those on our sites& ri+ht/ Heather Porter: Yes& I will #e testin+. Andrew McCauley: Nin!a Popups& awesome( Well& let"s +et into today"s one. I don"t thin* today"s is +oin+ to #e so& so lon+ #ecause it"s a topic that can #e pretty short and sharp and it"s enou+h to +ive people some #ite,si-ed chun*s o$ thou+hts to +o away with and thin* a#out applyin+ this sort o$ *nowled+e once they $inish listenin+ to this. %o& shall we di+ in/ Heather Porter: 0et"s di+ in. Andrew McCauley: 0et"s di+ in& alri+ht. %o& as you said& it"s all a#out e,mail open rates. 'ow do you +et people to open your e,mail in the sea o$ e,mails that we all seem to +et every sin+le day/ Heather Porter: I would li*e to actually start ri+ht at the #asics& the $oundation o$ this. Andrew McCauley: )o $or it. Heather Porter: And that is you have +ot to have the ri+ht system to deliver your e,mails or they are not +oin+ to #e delivered or they will put strai+ht into a spam $older o$ some#ody"s. Andrew McCauley: %o& let"s tal* a#out systems. What do you mean #y systems/

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Heather Porter: 3*ay. %o& i$ you are doin+ mar*etin+ e,mails& you don"t want to use 3utloo* o$ Mac Mail or )mail or one o$ those. Those e,mail pro+rams should #e reserved $or tal*in+ to your collea+ues on a one,#y,one or one,on,one conversational or $or short conversations #etween collea+ues and $riends. 8or mar*etin+& you want to use proper e,mail system and the reason why you want to do this is #ecause these pro+rams . a+ain& we are tal*in+ a#out li*e MailChimp& Awe#er& iContact& Constant Contact& Campai+n Monitor9 there are so many o$ them . #ut you want to use these #ecause the whole !o# o$ these #usinesses to actually ma*e sure that their client"s e,mails are #ein+ delivered. %o& they are constantly improvin+ their system to ma*e sure e,mails are delivered . very important to use one o$ these. Andrew McCauley: 3*ay. Heather Porter: 0et"s tal* a#out spam as well. Andrew McCauley: %ure. Heather Porter: %o& they also comply with the anti,spam laws or CANN,%PAM laws as they are called. Andrew McCauley: The CANN,%PAM Act o$ 2::;. Heather Porter: Well said& you *new the whole thin+. I always $ind that really amusin+ that it"s called CANN,%PAM which seems to #e the opposite o$ what it"s supposed to mean& ri+ht/ Andrew McCauley: Well& actually& it stands $or the Council o$ somethin+& somethin+& somethin+. There is a meanin+ towards the word <CANN,%PAM" #ut let"s not +et into that #orin+ stu$$. Heather Porter: No #ut the *ey thin+ a#out it that I thin* is that whenever you are sendin+ a mar*etin+ e,mail& that a+ain is not personal e,mail that it should have a unsu#scri#e lin* that is at the #ottom o$ your e,mail that allows people to unsu#scri#e $rom receivin+ e,mails $rom you and all these pro+rams& they automatically put that at the #ottom o$ your e,mails9 you can"t even delete it. %o& you have to have it there. %o& that"s another *ey thin+. %o& usin+ one o$ these pro+rams *eeps you le+al and it also ma*es sure that your e,mails have the #est chance o$ hittin+ the in#o o$ the person you are sendin+ them to. Andrew McCauley: %o& when you +o to send an e,mail out to a #unch o$ people& these companies li*e your Awe#ers and your 3$$ice Autopilots& they all have an in#uilt spam chec*er. Is that ri+ht/ Heather Porter: That"s another very +ood point that you #rou+ht up. They all do. I #elieve now they all do. %o& what that means is that #asically you create your e,mail and there is a little #utton on that pa+e #e$ore you are a#le to send your e,mail that says =>pdate %pam %core. Chec* %pam %core?& somethin+ alon+ those lines. You clic* on it and it will actually review your e,mail and come up with a score. Now& i$ the score is low . and it will tell you in your particular e,mail pro+ram . i$ it"s low& it"s sa$e and it"s +ood to send. The hi+her it +ets& the more in dan+er you are o$ havin+ that e,mail not actually ma*e it to the in#o and perhaps
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ma*e it to the person"s spam or !un* $older instead and it !ud+es #ased on words li*e <8ree"& <Bonus"& <@ia+ra"& <)et You Aich In 3ne 6ay"& <Be A Millionaire 3verni+ht"& that sort o$ thin+. Andrew McCauley: Ai+ht& ri+ht. Heather Porter: %o& that"s what it"s loo*in+ $or& those *eywords in your mail. Andrew McCauley: %o& I +uess they have #een around a lon+ time& a lot o$ these e,mail delivera#ility services and they +et to *now when they open their e,mail which people start to spam and all and +et what they call <>nsu#scri#e" $rom your account and they +et to *now what the +eneral terms are& ri+ht/ %o& that"s how they come a#out with these terms o$ <8ree" and <%e " and <@ia+ra" *nowin+ that they are words that people want to hit on <unsu#scri#e to" pretty Buic*ly. Heather Porter: Yeah and it can +et their company in a lot o$ trou#le. I$ you have a list o$ people and you have o$ten hi+h unsu#scri#e rates& they will actually shut down your account. %o& you have to comply with their rules in that way as well. Andrew McCauley: Yes we had a client o$ ours who didn"t really care too much a#out the CANN,%PAM Act9 they !ust thou+ht they would push the envelope and they were li*e =Well& I will !ust send it and we will !ust see what happens? and in the end they +ot warnin+s a$ter warnin+s $rom the e,mail company. I thin* it mi+ht have #een MailChimp. Heather Porter: It was. Andrew McCauley: And MailChimp in the end said =You *now what& you are not listenin+ to us. You are not doin+ what we want. We are copyin+ a#use $rom people #ecause we are lettin+ that e,mail +o out into the community. %o& we are not +oin+ to let you send any more e,mails? and they +ot shut down. Heather Porter: Yeah& e actly. %o& you *now they are loo*in+ a$ter you #ecause they want to ma*e sure your e,mails are valua#le and I +uess that"s a natural se+way. 0et"s tal* more alon+ the lines o$ what you should have in your e,mail to actually +et people to open it. Andrew McCauley: Yeah and this is important and pro#a#ly the most important part o$ this whole topic is how do you +et them open it and once the spam $ilter has said =yes& let it +o?& now it"s up to convincin+ people to open it. Heather Porter: 4 actly and #e$ore we +ive you some tips on that& o$ course you need to *now what your e,mail open rates are. %o& you actually +et to see those inside one o$ these e,mail pro+rams as well. That"s why they are so +reat to use is that every sin+le e,mail that you send out& you should #e loo*in+ $or how many people have opened your e,mail and it will +ive you a percenta+e& it will actually show you how many e,mails you sent and how many e,mails were opened and it will +ive you a percenta+e o$ that. %o& you really want to aim $or anythin+ around the ;:C mar* or more i$ you can which will mean that you have a very happy list and people that want to hear your messa+e or interested in hearin+ more& I suppose.
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Andrew McCauley: Yeah I have seen open rate o$ a#ove 5::C #e$ore& 55:C. Heather Porter: Wow( 'ow did that wor* out/ Andrew McCauley: Well& there weren"t a lot o$ people on the list and 7 Heather Porter: They opened it dou#le7 Andrew McCauley: It con$used me. %o& here I am +oin+ to say i$ some#ody sees an open rate o$ 55:C& what does that mean/ Heather Porter: It !ust means the same person is may#e reopenin+ in di$$erent places. %o& they mi+ht have had it come in on their smart phone or their des*top or wherever and their e,mails are not synced. %o& it"s re+isterin+ or re,readin+ and they are openin+ it a couple o$ times. Andrew McCauley: Ai+ht& o*ay. %o& I wanted to clear that up #ecause i$ someone comes up and they say they have +ot 55:C& it must #e #ro*en. It"s not #ro*en9 it !ust means that someone"s opened it twice in di$$erent7 Heather Porter: And i$ you are +ettin+ that much $or an open rate& +uys& we want to hear a#out it. Tell us what you have done. Andrew McCauley: %ure. Anyway& I di+ress. Heather Porter: No& that"s $ine& that"s $ine. %o& that"s where you +et your statistics. You actually +et that in the e,mail pro+ram that you use to send out your e,mails. %o& how do you improve this percenta+e/ 'ow do you +et more people to actually open your e,mails/ @ery $irst thin+ o$ course is the su#!ect line . what are you puttin+ in your su#!ect line . and there are two thou+hts around this. There is a whole sort o$ train o$ thou+ht around !uicy headlines and there are some people that say =No& no& no& do more conversational? and I have done #oth. What a#out you/ Andrew McCauley: Yeah it +ets down to what sort o$ person are you& what sort o$ conversation style are people e pectin+ $rom you. I$ you are mort+a+e #ro*er or an accountant that"s very serious and has a very technical mind& people e pect you to #e technical and very dry. Not all wor* out& that"s what I am sayin+ #ut !ust in a +eneral sense i$ you are a laid#ac* sort o$ person that"s happy +o luc*y sort o$ thin+& then they pro#a#ly e pect more o$ a conversational style. %o& it"s +oin+ to depend on your personality really. Heather Porter: And here is a per$ect e ample o$ that. 3ne o$ the clients we are wor*in+ with& a real estate company& and when we started wor*in+ with them and actually +ettin+ their e,mails set up and sendin+ them out and desi+nin+ the auto, responders& we wrote in their lan+ua+e which o$ course& li*e you said& Andrew& is much more pro$essional and in the past they had some#ody wor*in+ with them that would write su#!ect lines li*e ='ey& +uys& how is it +oin+/ Chec* this stu$$ out. Cool stu$$ ahead? and I remem#er when we started doin+ their e,mails& they came to us and they said =We are so +rate$ul that you +uys are doin+ this #ecause #e$ore we had these dod+y mar*eters.? A+ain& so many people use those words
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<dod+y mar*eters" $or that reason #ecause as a mar*eter& some mar*eters !ust +o cra-y and they thin* =3h& yes& you have to use these headlines.? That"s not the case. %o& $or those o$ you +uys listenin+& it"s more a#out your lan+ua+e and your #usiness and your mar*et. We want to #e clear on that that your voice is the most important one when it comes to your su#!ect line. %o& i$ you are tal*in+ to your client and you are more o$ a consultant& how would you tal* to that person in a meetin+/ Is it casual& is it $un& is it li+ht or is it really technical/ And then you are +oin+ to want to carry that throu+h in your e,mail communications as well. Andrew McCauley: Yeah& de$initely. Heather Porter: But a *ey thin+ on that . you still do want to create a #it o$ a promise in the su#!ect line and what I mean #y promise is you are +oin+ to in a $ew words& ; to D words ideally& you want to #asically paraphrase what you are +oin+ to #e sayin+ in your e,mail i$ you can whenever you can and the reason why is that people are +oin+ to open your e,mail #ased on what your su#!ect line says and i$ you do not deliver on that su#!ect line& they are +oin+ to +et an+ry and2or unsu#scri#e or !ust not continue readin+ your e,mail #ecause they are +oin+ to thin* =What does your su#!ect line actually have to do with your e,mail/? Andrew McCauley: Well& you *now what& one o$ the thin+s that also is spo*en a#out is do you put Buestions in your su#!ect line or do you even do thin+s li*e leave them han+in+& do thin+s li*e =You won"t #elieve what happened to me7? and then sort o$ carry on that conversation inside the #ody o$ the actual e,mail. What do you thin* a#out that/ Heather Porter: I thin* it"s a +reat too& a#solutely& especially i$ it $its your voice and your mar*et. 3ne woman that we were helpin+ to do e,mails $or& we wrote a su#!ect line that says =I cannot #elieve I am tellin+ you this? and then she proceeded in the e,mail to actually tal* a#out a personal story o$ hers where actually she e plained how she went to where she is today& why she is doin+ what she is doin+ today and it a#solutely was a +ood lead,in and she +ot one o$ the hi+hest open rates on that #ecause we love stories. %o& i$ you actually use that& it"s almost the =3nce upon a time? $eature o$ your e,mail and lead them into the #ody or the story& then& yes& it will de$initely wor*. Andrew McCauley: %o& I +uess we call it curiosity& puttin+ some curiosity out there. 3ne o$ the other ones& the other styles o$ headlines I +uess you could do is <ur+ency". We have all seen that wor*. It"s li*e =)ot to open this? or =3pen this toni+ht? or =3nly one spot le$t? sort o$ thin+. What do you thin* a#out those ones these days/ Heather Porter: >r+ency is always +ood as well #ecause we as human #ein+s& we act upon ur+ency. %o& de$initely use that #ut& a+ain& i$ you are tellin+ the truth. %o& i$ you have one spot le$t& then yes use that #ut I thin* it #ecomes very +larin+ly o#vious that i$ you send out an e,mail that says =We have two spots le$t? and then you send out another one a day a$ter that that says =We have one spot le$t?& people will start to not trust you. %o& only use that sparin+ly and when you are actually tellin+ the truth. Andrew McCauley: Yeah& yeah. Then what a#out controversy& puttin+ some sort o$ controversial headlines there li*e . can"t thin* a#out on o$$ the top o$ my head .
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#ut you have seen those controversial ones and we thin* =Wow( I want to see what that"s tal*in+ a#out.? =Woman e poses hersel$ to +et sales? . it"s li*e =Wow( What"s +oin+ on here/? %o& what do you thin* a#out controversial headlines too/ Heather Porter: I$ you can use them and not o$$end the people you are tal*in+ to then a#solutely de$initely use them. I would even e pand on that and say not only necessarily controversy #ut news worthy is may#e even #etter to thin* o$ #ecause new worthy is somethin+ that everyone"s tal*in+ a#out and i$ you put your spin on it in the su#!ect line& it also sets you up to #e an e pert in that space as well. Andrew McCauley: Yeah. Eust one o$ the thin+s you can do& and we *now that all these spammers and that sort o$ stu$$ are sendin+ us e,mails& have a loo* at their su#!ect lines and see what captures your attention. 4ven i$ you *now that they are spammers& have a loo* at how they cra$t their headline and +o =Wow( I$ I could do it li*e that& may#e I could use that idea $or mine *nowin+ that my content will #e a lot more solid than their spammy sales pitch or whatever is inside their e,mail.? Heather Porter: And a +reat thin+ to do& you +uys& and what I do is I actually have a $older in my e,mail account where i$ I ever +et an e,mail and I loo* at it and I want to open it and not only open it #ut I want to clic* in it& I actually save all those e,mails in a $older so I can re$erence them and see what speci$ically in those e,mails I thin* that they did so well and I can actually use that and +et ideas $or my own e,mails. %o& I would hi+hly recommend that all o$ you do the same that people that you are $ollowin+ and put them into a $older and really only the ones that you really must open. 4verythin+ else& !ust put aside as you do naturally. Andrew McCauley: Yup& yup. Heather Porter: %o& that"s su#!ect line. %o& to really recap on that& headlines are +reat& !uicy +ood headlines #ut thin* in terms o$ how you would normally tal* to your mar*et. You don"t want to insult them and you don"t want to use a voice that"s di$$erent $rom what you naturally use i$ you are tal*in+ to them on the phone or in a meetin+. Andrew McCauley: I love it& I love it. I thin* I have seen some +ood e amples o$ that too and& as you said& collect them& put them in a swipe $ile $or yoursel$ #ut at the end o$ the day don"t use someone else"s voice i$ it"s not you. Heather Porter: A#solutely& that is a#solutely *ey. Andrew McCauley: Yeah. Heather Porter: Another little pointer I suppose #ut it is still important is the <8rom" name and the <8rom" e,mail address that you use. %o& i$ some#ody is si+nin+ up $or your mar*etin+ in your opt,in #o & you want to ma*e sure you are usin+ the same name as the place that they came in. %o& i$ you have multiple sites& you mi+ht have a #usiness site and you also mi+ht have a personal #lo+& pay attention to how they came into your list. I$ they came in on your #lo+& it"s important to pro#a#ly use your name in the su#!ect line versus your #usiness name #ecause they at that point won"t *now your #usiness and vice versa $or your

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#usiness& you want to have your #usiness name sendin+ out your #usiness e,mails i$ they opted in $rom your #usiness site. Andrew McCauley: Be$ore you wrap up on this topic& what do you thin* a#out the $reBuency o$ e,mails/ Now& I *now $reBuency is +enerally le$t in this sort o$ section what we are tal*in+ a#out #ut i$ you are $reBuently sendin+ e,mails out& do you thin* people will say =You *now what& there are too many e,mails $rom this person this wee*. I am sic* o$ +ettin+ them? and that in itsel$ will decrease their open rate. Heather Porter: Yeah& loo*& you #rou+ht up a really& really +ood Buestion and I *now that we discussed this much more in depth in 4pisode No. 2: which was all a#out how to increase clic*,throu+h rates #ecause we were speci$ically addressin+ which e,mails you want people to actually clic* once they open and what we were tal*in+ a#out is initially once some#ody opts in& you want to send them auto, responders or automated e,mails more $reBuently. The reason why is that they don"t *now you yet and they can very easily $or+et who you are. Yeah& they were very e cited o$ course to opt in and +et your $ree item #ut ma*e sure you are communicatin+ with them more $reBuently at the start. And when I say <at the start"& we are tal*in+ a#out a couple o$ wee*s& may#e every couple o$ days& so may#e a#out F e,mails $or the $irst couple o$ wee*s. Then you drop it down $rom there and you want to trial doin+ more li*e every sort o$ three or $our days $or another couple o$ wee*s and then you drop it way #ac* $rom there to more li*e once a wee* or every $ive days and that"s when you can +o into more o$ a newsletter mode. You are sayin+ don"t #om#ard them. Yes& very& very true9 I always recommend that in the $irst initial couple o$ wee*s you don"t send them anythin+ else other than those automated e,mails. 4ven i$ you have a sale or an event and you want to promote it to your entire data#ase& stay away $rom the people that are new to your list #ecause you want them to +o down that pre, planned !ourney you have created in your auto,responder seBuence. %o& don"t #last a whole #unch o$ in$ormation to them all at once. Andrew McCauley: Yeah& that"s a +ood point actually. I really hadn"t thou+ht a#out that too much. %e+mentin+ list that . *eepin+ away the new#ies to your list so that you are not scarin+ them o$$ with a #unch o$ sales stu$$. Heather Porter: Yeah& e actly. That should #e only reserved $or people that have #een with you $or a little #it lon+er. You want to do all the love and the #onus and the value and the credi#le points and the case studies& all that +ood stu$$& ri+ht up at the $ront9 no sellin+ until later. A+ain& that comes down to your e,mail systems as well. The more advanced e,mail systems you use& the more you can do as $ar as se+mentin+ your list and you can #asically say =3h& +reat& someone"s at the end o$ this auto,responder seBuence. %o& now I can move them into the ne t phase.? Andrew McCauley: I can hear you +ettin+ e cited a#out the more advanced e, mails with auto,responder systems. I am not +oin+ to +o into it too much #ecause otherwise we could #e here $or another hour. Heather Porter: 8or those o$ you that don"t *now me really well& I love settin+ that stu$$ up $or mysel$ and us and clients and& yes& Andrew is ri+ht. We +et very e cited in that nerdy side o$ me comin+ out.
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Andrew McCauley: Because there was li*e a little +i++le comin+ out +oin+ on and I am li*e ='ere we +o. 0et"s chan+e the su#!ect.? Heather Porter: Yes. Andrew McCauley: Alri+ht. Well& I thin* that"s pretty much it $or e,mail open rates. What do you thin*/ Heather Porter: Yeah. %o& !ust a Buic* recap on that . ma*e sure that you are usin+ the ri+ht e,mail pro+ram& meanin+ that it"s not your personal e,mail pro+ram li*e )mail or 3utloo*. Ma*e sure that you are doin+ +ood su#!ect lines in your voice or your #usiness" voice. 6o ma*e them enticin+ and e citin+. Ma*e them news worthy& the start o$ a story& ur+ency& li*e we said. <8rom" name . ma*e sure the <$rom" name and the e,mail address is $rom the same place that they opted in to +et your in$ormation and always ma*e sure that you deliver on what you promise in your su#!ect line. %o& don"t stic* a random headline in your su#!ect line and then don"t even mention it or tie it in the rest o$ the #ody o$ your e,mail. Then !ust loo* at how o$ten you are sendin+ your e,mails out. Ai+ht at the start when some#ody opts in& you can send them more #ut do not do the salesy stu$$ until later down the path& a$ter they really +et to *now you and are interested in more o$ what you have to o$$er. And that"s really it. Those are the *ey thin+s to +et those e,mails opened. Andrew McCauley: Alri+ht. Well& i$ you have +ot some +ood in$ormation today& we would love to hear your views. 6on"t $or+et to chec* us out on Apple iTunes. We have now #een heard in over D: countries. Pretty e cited a#out that. Chec* us out& leave us a review. We love to hear your review. You can also +o to www.AutopilotYourBusiness.com2Podcast and you can +et the show notes there. Any resources we tal* a#out we stic* them in the show notes there as well. Than*s& 'eather. 3ur ne t podcast is all a#out we#site conversion rates . #i+ topic. %o& we may even have split that into two #ecause that is a hu+e topic #ut it"s +oin+ to #e $un. We will ma*e it as $un as we can. What sort o$ thin+s do you need to put on your we#site to convert tra$$ic into sales and all the other #its and pieces that +o alon+ with it& ri+ht/ Heather Porter: Yeah& there you +o. That"s a #i+ one and that"s an e citin+ one as well. You mi+ht hear me doin+ some nerdy lau+hs. Andrew McCauley: Yeah& I love it& I love it. Heather Porter: But !ust *eep in mind& +uys& i$ you are comin+ in and tunin+ in in the middle o$ this series& ri+ht now we are on no. ; out o$ our seven,part series& then I hi+hly recommend that you +o #ac* and listen to podcast 4pisode No. 5G which we actually discussed this whole series& what are the seven num#ers that you need to pay attention to and a little #it more a#out why we have chosen this as a topic. %o& we recommend you start there and then +o $orward $rom there. Andrew McCauley: A#solutely. Alri+ht& than*s& 'eather. )reat tal*in+ to you a+ain and love to hear comments& as I said. %o& ta*e care every#ody and we will see you on the ne t podcast.

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Heather Porter:

Than*s& +uys.

**End of Audio**

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