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Ep38. Here's Why Email Marketing Is Not Dead

Email marketing is dead.
Yay or nay?
Our take?
WELL that's a big fat NAY with a cherry on top sister. It is so alive... ready and waiting to make waves in your business. 

Flori chats with Helen and Jacqui from Two Girls and a Laptop around leveraging email marketing for maximum sales returns.

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Tune in to hear about:

  • How email marketing is still effective today
  • How setting up your email marketing does not need to go into the 'too hard basket'
  • Recommendations for email platforms
  • The power of segmenting and tagging your list
  • Using email marketing in conjunction with socials
  • How to cut through inboxes and get your emails opened 
  • The number one reason people unsubscribe
  • The must-have email automations that every small business owner should have

 

About Two Girls and a Laptop

Helen (brunette) and Jacqui (blonde) and are the 'gals' behind the laptop (they actually have 2 laptops, but it didn't quite have the same ring to it). They're proud mum's and live with their families in Brisbane, Australia. They work directly with women in Small Business Offering tailored, personalised action plans to help them to define, create and implement their goals into actionable steps.They offer Business Planning, Sales & Marketing Strategies incl. Digital Marketing Strategies + training in the form of ebooks and online courses specialising in Small Business Startups, Email Marketing and Social Selling.
 

 two-girls-and-a-laptop

 

Connect with Helen and Jacqui

Facebook: @twogirlsandalaptop
Instagram: @twogirlsandalaptop
Website: www.twogirlsandalaptop.com.au

 

Guest offer

Free Download the Five Steps to Building Your Email Marketing Plan 

 

Free Trial

Active Campaign Email Marketing Software

 

Transcript

Flori Pyke: [00:00:54] Welcome to Episode 38 of the Brave Business Podcast. Now, today you have got myself Flori in the driver's seat and I am so lucky today because I'm not only interviewing one but two amazing and beautiful guests so I'm very excited. And that is Helen and Jacqui. Now, if you haven't come across them before, they are the gals behind Two Girls and a Laptop and they're the gals behind The Laptop as they like to say themselves and they live with their families in Brisbane. They have got over 37 years’ experience in sales and marketing and their idea is to help small business owners on overall business strategy in addition to all things sales and marketing. Now, they work directly with businesses offering tailored, personalised action plans to help them define, create and implement their goals into actionable steps. And they're also Email Marketing Queens which made me very excited to learn and which is exactly what we're gonna be talking about today. So Helen and Jacqui, a huge welcome to you. 

Helen and Jacqui: [00:02:03] Thank you very much. Yeah hi thank you. Lovely to be here. 

Flori Pyke: [00:02:06] Yeah it's so exciting. I know that we’ve hosted you before and you've done a training session for our students but it's really nice to have you now today on the podcast so we can extract all that email marketing juice for our listeners because I know it's something that comes up a lot. Often, like so many questions that I receive in our coaching forum from our students around email marketing and I think that it's something that, well it's almost a bit, I feel like there's like a bit of contention around email marketing and the effectiveness of it almost. So I'm really excited to kind of like clear this score and really you know talk about just how effective I think and I'm sure you ladies think that email marketing is to today. 

Jacqui Evans: [00:02:57] Completely and congratulations on your podcast as well, we haven't spoken you know, between launching it. 

Flori Pyke: [00:03:07] Thank you. Yeah it's a lot of fun. I love being able to connect with ladies like yourselves and the occasional male as well. [all laughing] It's such a great platform to learn and to then be able to impart those learnings to our audience. So yeah it's pretty cool. 

Helen and Jacqui: [00:03:28] Yeah. It's fantastic. 

Flori Pyke: [00:03:31] Yeah no definitely. And so tell me, I want to start, I mentioned that email marketing I feel like it's a bit contentious and I said that right off the bat. What's your take on email marketing because lately I've been hearing a lot of oh you know it doesn't work anymore. Messenger bots the way of the future blah blah blah. What do you ladies think about Email Marketing? 

Jacqui Evans: [00:03:56] Definitely don't think it's dead. That's for sure. We think it's super important. And I think with social media just going from strength to strength you can kind of understand how people potentially could get the impression that it's you know, it's not as important as it was. But I think it's just changed. I still think if you look at all the statistics which I’m sure we’ll share some of those with you today it's still the number one channel. [Flori agrees] You know the return on investment, actually you know it drives more conversions and the conversions that it drives are higher in value. So we just think that these days, Email Marketing just needs to leverage and work alongside with your other marketing channels. And there's a way to do that really successfully. I'm sure that you’ve got experience with your different touch points with your audience. I think you want to add to that. 

Helen Spencer: [00:04:48] Well I've just noticed coming into 2019 that a lot of people out there on the Instagram or on Facebook are really pushing the whole "please follow me" and "please engage with me". It goes through the rounds I reckon every 18 months. There's this panic and it starts to spread. It's just viral and whether it's real or not, we won't know. But there seems to be a lot of people really scared about the algorithm and how they no longer being seen or heard. And I guess we always come back to the fact that once you have captured an email address of your client then that is your email address to then be able to communicate directly with them. So you’re not at the mercy of an algorithm and you’re not at the mercy of the (Jacqui says moving parts) of the other social media and the voodoo that might be you know, social media not allowing you to speak to people. So you know it's probably the most valuable piece of information from a customer or client that you can have really. 

Flori Pyke: [00:05:47] Yeah. You know it's funny because I was actually working on a presentation that I'm going to be giving this weekend with Anna for our live event. And I was doing a slide on social media and email marketing and exactly talking about how you know your followers on social media are not yours to keep. And you know if you get, I don't know, kicked out of Instagram tomorrow which is not likely to happen but like to your point you know if the algorithm doesn't play to your favour or what have you your account gets closed down, you're screwed because you don't have those followers anymore and also the algorithm which could implicate you and not play to your favour even if you have tens of thousands of followers whereas with your e-mail marketing list it's your asset, right? I totally agree with you. And it's really interesting like I'm seeing that for a lot of online businesses actually like one of their key valuation metrics is actually their e-mail marketing lists, the size of it, the engagement, its click rates, what have you and that plays a part in valuing the business in its entirety. So I totally agree with you around you know just what an asset it is. And further to that and here I am getting super excited because you know now we're talking marketing which is totally my jam. But you know exactly like with the whole sales funnel concept I mean it's such a great tool to form a relationship right and to nurture people. So yeah I'm so with you. It's so not dead. I'm like obsessed with Email Marketing. [all laughing] Just a bit passionate over here. 

Helen Spencer: [00:07:34] That’s ok we’re a bit passionate about email too. I think for some small business owners that you mentioned before, they sort of look, I mean there's so many elements to a marketing strategy as you're well aware in this and as you preach as well. And some people just see Email Marketing as another big thing that they have to conquer. I’d probably like to send the message that you can do it. It's still in its early stages and it's you know you can still do it well and it doesn't have to be a massive big undertaking. [Flori agrees] It will be time and it will be commitment just like any other marketing execution you do in your business but it's probably going to. as Jacqui mentioned come back to, from a revenue perspective, a lot better. 

Jacqui Evans: [00:08:18] Yeah and it doesn't take anywhere near as much time to do as daily social media content. There’s an element of set and forget you know when you've got a welcome sequence set up and it's running. Now once you've invested that time in whatever you're doing and again the content but it's not as demanding as other channels. 

Helen Spencer: [00:08:40] So I think the other message we like to say is that it's not as big and scary as it needs to be and probably you can get down a sophisticated funnel and do a lot more things. And it can be really really good. But what we're saying is you can start off small and it can still be really you know, valuable to your business. 

Flori Pyke: [00:09:05] Yeah. I totally agree. And I really agree with that point that you raised that I often find yes small business owners, they see it as something that's just too hard basket you know, when you know exactly you can just start small and even with whatever weekly, fortnightly newsletter even and then have some sort of automation and we'll talk about that a little bit more in a bit. But... 

Helen Spencer: [00:09:31] A lot of really low cost if not free e-mail service providers now support small business. So yes it's not a massive investment in money, it's just time. 

Flori Pyke: [00:09:41] On that note actually I'm curious to hear from your ladies' experience. What are your favourite or is there one particular like Email Marketing platform that you use or recommend you know for your clients? 

Helen Spencer: [00:09:57] Yeah I mean we started out ourselves personally with MailChimp who I think it actually just changed their name but they're still going under MailChimp now. But they were definitely, they're very easy. They have a lot of integration set up with most of the website software. So for instance if you're a product or e-commerce store in Shopify, you can integrate directly with MailChimp and it's just a click of one button similar to most of the big, large website developers. It's not just Shopify. There's a lot of it. So they have free options for lists up to a certain amount and for startup businesses certainly that it's more than adequate. When you want to start to go down the burrow of segmenting your lists more, so that would be getting a little bit more sophisticated with who and how you speak to people through, you may or may not have heard the words, tags or segments and things like that, then you might want to have a look at some other players so ConvertKit is someone that we use and we migrated across to them for that sort of sophistication and that's been really good for us. There's also Active Campaign. 

Jacqui Evans: [00:11:12] InfusionSoft some people use but that's probably getting a bit more costly. 

Flori Pyke: [00:11:15] We use Active Campaign actually. And I'm a huge advocate of it. I find it's really reasonably priced and a very easy tool to use like it's very intuitive. 

Jacqui Evans: [00:11:29] Yeah definitely. I think a lot of businesses tend to cut their teeth on MailChimp. It's so easy just to make start and once they get the hang of it, they're like right I need a little bit more here. [Flori agrees] And then they either migrate to something else or it seems that MailChimp is starting to try and stem the flow of people moving away by adding in some tagging options and things like that. 

Helen Spencer: [00:11:57] And they also have just added some features like landing pages which is good if you’re trying out YouTube campaigns to sell a particular product or service. I know that a few of the website providers are also starting their own emails. Squarespace just started theirs. I’ve  had some positive feedback from one or two clients around that just as a starting point. But again like we say a lot of them are free options now. And as Jacqui said if you're just cutting your teeth, it's really just a click of a button. So it really doesn't take too much to get set up. 

Flori Pyke: [00:12:34] Yeah definitely. Now you mentioned the word segment and tag which you know for someone who has been doing email marketing for quite a while, you know this is like common knowledge for them but for others not so much. And I guess do you want to just share a little bit more around like the power of segmenting and tagging your list. 

Jacqui Evans: [00:12:58] Absolutely. In terms of like segmenting there's a lot of statistics. I love statistics. But there's great statistics that suggest that when you start to segment your list, it's when your list sort of starts to come into itself in terms of the returns that you're getting. One of the most basic segmenting might be to segment between people that have and haven't purchased. Then if you're in a service based business like ourselves, we have a number of different what we call lead magnets or freebies that we entice people to come over to our list. And just on that, it's kind of expected these days that people will get something in return for handing over their valuable email address to you. So essentially will you know, I might advertise that freebie or put it on that content on social media and people go ahead and decide that they want to download it so they click through and then they get the download and that might be... We might then decide what we have, we actually do have a particular segmented sequence that we send to that person based on the freebie that they downloaded and we have a number of different freebies which relate to a number of different products of ours. That's probably getting a little bit slightly more sophisticated. From a product perspective, for those businesses that are online, you might do that in the similar way but more for promoting complimentary products or additional services. So if I have a skirt that I was selling, you then send them an email to match on top or whatever.

Flori Pyke: [00:14:37] Totally. I love that. I mean that's when you get really smart about exactly like maximising the value for the customer and the value in your pocket essentially, the share of wallet from your own standpoint. 

Jacqui Evans: [00:14:52] I can throw you a stat. 

Flori Pyke: [00:14:53] Yeah love a bit of a stat like hit me. 

Jacqui Evans: [00:14:57] It's from Campaign Monitor which is another email service provider for business use. That marketers have witnessed an increase of 760% in email revenue when they segment their list. [Flori says there you go] And that would be more on after you know within the post sales segmentation. [Flori says retention] Yes definitely. That's pretty staggering. 

Flori Pyke: [00:15:24] Oh it's phenomenal. Yeah. I think it's just incredible. Well I guess like I think it really goes to play with the whole premise of tagging and segmenting. It's really recognising that not every customer is the same, right? And that instead every customer is on a slightly different journey. And it's recognising that and it's tailoring their experience with you when you're brand in a way that's customised to their specific journey, to the things that they've downloaded, to the things that they've bought, to the things that they want and it's creating that personalised experience and that's where segmenting and tagging gets so compelling and exciting I think, right? 

Jacqui Evans: [00:16:06] Interesting that you just mentioned personalisation because I think if you look at any sort of commentary on the state of email marketing 2019, the key notes are segmentation, personalisation and optimisation for mobile. But the personalisation pace is huge. I think from bigger brands especially people are really expecting personalisation and I think smaller businesses can even get a toe in the water with personalization, we'll start to reap the benefits as well. That's what people expect these days. 

Flori Pyke: [00:16:42] Yeah definitely. So do you want to like share maybe some tips on that note in terms of how do you personalise an email for a customer for a small business? 

Jacqui Evans: [00:16:54] The stand out would be their name in the subject. [Flori agrees] 

Helen Spencer: [00:16:59] And most of the service providers will allow you to do that because you've captured that e-mail address. So that's not something you need to... 

Flori Pyke: [00:17:07] Totally. And I think like just to take that one step further, right? Like I always find it really compelling when I get an email and it's like "hey Flori" and then you know the email goes on and when they really like hit home on a certain point, they're like "isn't that right, Flori?" I really feel like they're talking to me and they're like "so what are your thoughts on this, Flori?" Like you know hit reply we'd love to hear from you. That kind of thing. I find it compelling. It resonates with me and I'm like Oh you've done a good job there you know. 

Jacqui Evans: [00:17:41] And it's something that social media just can't deliver at this point in time. And I think we're you going to talk about more product based businesses like. 

Helen Spencer: [00:17:51] We mentioned before the session we were talking about and you touched on it to around messenger bot and moving away from I guess email marketing but Facebook ads and doing dynamic advertising and targeting people with the product that they have seen on the website. And we were talking about how you can really work hand-in-hand with your email platform now because it might be delivered to them in their Facebook feed but then if they get email like directly giving them the link to what they've missed out then they're probably more likely to click through that to then complete the purchase. So it's sort of using social media again and advertising on social media with your email marketing program to personalise effectively because it's like abandoned cart on steroids. 

Flori Pyke: [00:18:44] Yeah I do and I think it also plays to that whole... 

Helen Spencer: [00:18:57] I'm the best consumer in the world. [laughs] 

Jacqui Evans: [00:18:57] She gets the abandoned cart email and she's like yeah that's right I need to buy that. 

Flori Pyke: [00:18:59] Yeah. No. But I was saying I think it also really plays to the whole element of touch points and that you know marketing is all about, well not all about, but there's such a huge element that comes into play around timing with marketing and being in that person's journey at the right time. And when you have multiple touch points where you're constantly reminding them of your offer across different times, it makes it a lot easier for the consumer to effectively consume whatever it is that you're offering. So I completely agree that when it's coupled with another strategy like a Facebook retargeting ad for instance or a Google retargeting ad it becomes really compelling. 

Helen Spencer: [00:19:43] Yeah should we cite an example? This is a really sophisticated one that we got last year about your travel. It was from the travel agent. It was from a travel site and it had... 

Jacqui Evans: [00:19:58] Oh yes it was from easyJet. They used to be an old client of mine when I worked in the UK in email marketing I was like oh, sort of brought home some memories of dealing with them. I can't remember what anniversary it was but they had a big birthday that they celebrated and they had a campaign behind it. And they sent a personalised email to pretty much everyone on their subscriber file. And it basically said "Hi Jacqui. We've had a lovely relationship together. We've traveled X amount of you know, you traveled like five thousand six hundred miles with us over the time we've been together" and they showed highlights of the destinations that I'd been though I didn't actually see this myself but the example was you know all the destination that they'd been to with easyJet. And it was a really amazing email campaign showing that personalisation matters. 

Helen Spencer: [00:20:56] I mean that's always a really sophisticated integration. Yes. For small business if you have that sort of idea in your head what you could do… 

Jacqui Evans: [00:21:04] The dollar spent you know. 

Flori Pyke: [00:21:06] Definitely I love that. I think there's so much you can do exactly to take it that one step further with personalisation and I mean it just goes to that point where I'm saying like exactly you really notice an email when it is really custom tailored to you like and it stands out and you go oh wow ok you've done a good job you know. You remember it. You remember that experience. Yeah I totally agree. So on that subject of actually talking about the content of an email, I would love to gain some tips and feedback from you ladies around like first of all, how do you get your emails opened? Because let's start there, I think what we were talking about when we started in this episode about is email marketing dead and I think we know very clearly that it's not but that contentious question has been raised because now everybody has an email list and everybody is receiving you know in some cases dozens or hundreds of emails a day depending on how many freebies they signed up for. So how do you establish that cut through to get your emails opened is something I'd love to get some tips from you ladies on 

Jacqui Evans: [00:22:27] So it's more about subject lines. 

Helen Spencer: [00:22:29] Well I actually think it goes a step further back in that once you decide that you're going to run that email marketing plan then you need to commit to it if not for the benefit of your subscribers. And if you decide to have that box to collect an email address then you really need to do something with it. Because a lot of people collect them and we speak to a lot of clients who might have been in business six or eight months. And look we get it. They get busy in this sort of early stages, that gets put on the back burner but they say that "we've been collecting them, we've been collecting them" but if you never communicate with them, chances are come six to eight months later if you just send them a random email, the first thing they're not going to remember that they signed up to you and secondly they unsubscribe just off the bat. Just purely because you haven't really given them anything to that point. So we're not saying that you have to do a weekly email or whatever, we're not sort of suggesting that. You do what's right for you. But firstly we would probably say, if you do have a plan and you collect an e-mail address is that you communicate how often you will be dropping into the inbox and what type of content you will be delivering to them because at the end of the day, once a subscriber has actually linked brand or your product into your vision, it's the same as a follower on social media. You don't just want to have thousands if they're never going to actually be your ideal client or customer and not follow you. So I think the first step is to actually communicate how and when. And then to commit to that until obviously where possible be regular because you're going to be in people's faces and then they're going to want to watch you, open you, they're going to look forward to you. Subject line, as Jacqui was talking about is certainly important. 

Jacqui Evans: [00:24:19] Definitely. Content obviously is super important and I think we'll talk a bit more about the actual content itself. But when it comes to subject lines I guess, well we haven't had a chance to chat about customer profiling. This is one of our favorite things in the world of email marketing but that kind of underpins everything you do in business but really doing a good detailed customer profile and understanding everything you can about your ideal client and in doing that, you will understand what their pain points are. Decent tips around subject lines, you could, a) talk to the pain points. You find, ask and answer questions that they wanted to answer. You could appeal to the two main drivers of emotions, pleasure and pain. You know what about the e-mail is going to solve in terms of their pain points or will bring them pleasure if you're in the more of the luxury goods area. Not every business solves problems. I think also if you are going to sell, we, Helen and I, are firm believers that email marketing the same as social media should not just be promote, promote, promote. We think you really do need to add value but when you do sell, offer a killer call to action or offer something with killer value and let them see that value in the subject line so make sure that you can articulate that to entice the open. 

Flori Pyke: [00:25:49] Love it. One thing as well, just to add some further layer of value I suppose to the subject line is I often try and kind of keep the subject line to just a few words because I find that most people today are reviewing their emails on their phone and I find that if I make it too long like they don't read the whole subject line and it loses its impact. So yeah. I so love those suggestions you just threw out and then just exactly to be conscious of the length I guess. 

Jacqui Evans: [00:26:21] Emojis interestingly on subject lines do increase the open rate as well. Emojis and obviously personalization so having the person's name. It's like 62 percent of people will open if it's personalised. 

Flori Pyke: [00:26:36] All these stats I so love them. [all laughing] 

Helen Spencer: [00:26:47] Regarding content, the number one roadblock that whenever we speak to clients or people who are nervous about starting up is that they will always say to us they don't know what to write. It's definitely something that everyone I think fears but we probably just also suggest that they think of it in the same way that they think about any other content within their small business. So the beauty of content marketing is that you can use it across all the touch points like you say you can send an email, you can do a post on it, you can advertise it. There's so many places that you can actually use that content in different ways. [Flori agrees] Because somebody reads your email doesn't mean that they're going to see it on their social media feed or vice versa. So I think you just need to know your customer like Jacqui mentioned and like we mentioned because at the end of the day if you have profiled them correctly then they have clicked and they've decided to give you that valuable email address because we all know we don't give them out that easily anymore. I'm sure people put their email address to get a percentage off discount and then just completely unsubscribe the moment that they've got that voucher. And I'd say product businesses would attest to that as well. So make sure that you're adding value outside of discounts or outside of offers all the time so that you're actually appealing to the people who really want to hear from you regularly. 

Jacqui Evans: [00:28:06] We can give you an example of a business that does that really well. [Flori says yeah definitely please] Helen The Lunch Lady. 

Helen Spencer: [00:28:12] Helen The Lunch Lady is a lady in northern New South Wales who has a subscription based magazine and obviously dealing with probably similar target market to us. She does a great job of sending out emails and serving and not just selling. So she will provide lunchbox recipes. But another one recently for back to school, so obviously peak time but she certainly is serving her audience with a lot of information. There's Go To Skincare by Zoe Foster Blake. She really understands the customer. She just provides a lot of added value in emails around what her product can deliver and how to use it which is completely invaluable. But definitely that serve but not always sale message. 

Jacqui Evans: [00:29:13] She makes people to stick around. Also obviously open your email because they know that they're going to get something worth looking at. 

Flori Pyke: [00:29:19] Yeah. And you almost create like an innate behaviour. Exactly if you serve as well as sell and more oftentimes serve, then you're gonna create a learned behaviour that people are going to be more inclined to open your e-mails when they see them because they know that they're going to get value out of them and they won't get you know bugged when you do promote something or when you do position some sort of sell. I completely agree and one thing also that I just wanted to expand on, I so agree with you in terms of understanding the avatar and that customer profile that you're serving. And one thing you gave the example of Zoe Foster Blake and one of the things that she does brilliantly with her emails I find is that the tone in which she writes those emails is so spot on like she just resonates with her avatar through and through she knows how to connect with them and she knows what character she needs to play and how she writes those emails to connect with her audience. And I think that's such a big ticket item that people forget about. I think you know, they think email and they think oh someone I don't know I'm going to write it in this corporate formal manner and that's the last thing that you should be doing, right? 

Jacqui Evans: [00:30:43] Absolutely. And I think that you know to any point with any of these businesses don't... I think some of our small business clients and people that are in our community probably don't email their list enough or regularly enough like Helen said you need to set that expectation and keep to that commitment. But then the bigger brands you know, they just email too much. And the number one reason people unsubscribing is too many emails. I think to the Lunch Lady and the Go Tos of the world, they are beautifully timed, they're not fatiguing their lists. They are you know you are going to hear from Go To Skincare three times a week. [Flori agrees] It's just that perfect balance of not too little not too much. 

Helen Spencer: [00:31:31] The only other point I usually make with the content side of things is think about what your end result is that you want out of a particular campaign or a particular promotion if that is where you're going. Ultimately, you want to drive traffic back to your website so that they can obviously see what you offer and in turn, purchase potentially. So I see a lot of people giving away a lot on the email so it's finding a nice balance because I kind of get that sometimes you don't want to necessarily always have to click through. You do want to sort of understand the crux of the message. But people do this in terms of that they might provide the first paragraph of a blog for instance and then refer them back to the site to read it all which I think is great and we do that purely because you get a bit of a feel for what you're reading and you know if you want to click on and go through further or you keep in your inbox until you do. But a lot of people have massive e-mail. That's probably my pet hate. I don't have time to read through a whole email. [Flori agrees] Yeah. And at the end of the day as well I'm not hitting on to that person's website. So I won't potentially make any other further action. 

Jacqui Evans: [00:32:40] You need to break it I think but if you read any copywriter feedback with that type of thing as well they say that you need to have a lot of bullet points and you need to break up with images like it really needs to be. We just can't. We don't consume content the way that we used to [Flori agrees] you know, the way that we are at the moment and it's probably going to continue to evolve, is we need to see bullet points, we need to see images, and if we don't have images and if we don’t have it in that format we just go ahhh it’s too hard. 

Flori Pyke: [00:33:06] Yeah totally. Like the world is becoming faster and faster, right? And the way that we consume content is therefore we want it fast. We don't have time. It's like let's get the message and get out of here. So I completely agree. Now, just one final question I wanted to ask you which is a really big one, email marketing automation. So obviously you know for any small business or any business of any size really you know, I think email marketing automations are an awesome tool in order to gain efficiency in your business. Do you want to talk a little bit more around automations and you know what automations do you think of a small business owner should have? 

Helen Spencer: [00:33:52] Yeah sure. Well I think like we said, you can start at a really easy sort of entry level by just having a welcome sequence and that might be one email. It doesn't have to be a sequence over a period of time. You can get more sophisticated. So certainly if you're offering a lead magnet or freebie as Jacq's mentioned, they need to be advised of that. So you're going to send an email to either confirm the subscription or to provide them with the lead magnet. That would probably be your first email. Now whether you want to include with that a little nice welcome to the group. This is what I'm about. We're talking about setting the expectations of how often you're going to post, what you're going to post about, what they'll receive. Then that’s fine. You could do that over a period of time if you wanted to sort of spread that out so you could have the first email be immediate with whatever their lead magnet offer is. Second email might come 24 hours the next day a little bit of a "how'd you go. Thanks for coming. Here's is a little bit about me." You can even expand on that as you get a little bit more sophisticated and a couple of days later, perhaps provide your most successful blog post with some information that's interesting to them, just adding value but obviously not annoying them as well. [Flori agrees] I'd say step one though is you can have that all in one welcome email immediately and that would be absolutely acceptable or you know a small business to start out with. If you're a product based business, I certainly think you need to turn on the automation for abandoned cart which is set in most of the web site providers and the email service providers. That's just a click of a button to integrate. So that would mean that they receive an email if they did get to the cart and didn't complete the purchase. We decide to do that hand in hand with the dynamic ad campaigns and like we said before that's probably even better but first instance just to do that abandoned cart email would be important. Easy one that you can also do which a lot of people probably may or may not do is you can send a thank you email for a purchase. The thing about automation is that you can set up the timeframe within when they get it, whether it's 24 hours or 48 hours or 72 hours. So you know I used to actually run an online boutique and what I had was an automated email to go out 10 days post purchase because I knew my shipping was in within 24 hours. And the email message "thank you for your purchase. By now you would have received it. I factored in the time for shipping. I hope you're loving it. Here's a percentage of your second purchase." There's nothing more valuable than an existing customer. You just need to get them again. So if you get a second point. But that is so simple. Once you've set up that email once with your logo, with your image it's just spitting out in the background being a salesperson for you. You don’t do anything for that work and you can enhance that. 

Flori Pyke: [00:36:56] Totally like there are so many options to make this better but I so agree with you like these are just little things. You can make it as big as you want and as strategic as you want or you can start somewhere and put one email in place much like you said be it with the abandoned cart, welcome or like a recent customer purchase and like hit the ground running there you have it. You know. 

Jacqui Evans: [00:37:18] I think that the key to that as well and it talks back to the email marketing question is reach. Reach, reach, reach. Email gets people. So that type of email that Helen just mentioned, that thank you post purchase email, the open rate from those types of email are like 80% - phenomenal. When you welcome someone to your subscriber file like when you welcome them to your tribe, the open rate on that is something like 60% and then for every email that you send thereafter for the next second, I think, quarter, the open rates are through the roof compared to standard open rates. So if you're welcoming people to your community, it doesn't have to be overkill. Just you're welcoming them, you're meeting them and you're nurturing your existing client and things like that like you are getting to the inbox and people are checking their inbox up to 20 times a day. So it's not like social media where you have a following of two thousand Facebook followers and you post and two people see it. 

Flori Pyke: [00:38:22] Yeah. No. Definitely. And I think it also plays the whole point of you know someone, when they click on something to snap up a freebie, a lead magnet and then get that first email, they're hot because they've just taken an action and they're ready and waiting for whatever it is that you've promised them. And so you know to your point Jacqui, I think it's such a great opportunity to put an important message in there because they are going to read it most of the time you know. And you kind of just strike whilst the iron is hot to a degree to put your best foot forward. 

Helen Spencer: [00:39:02] Definitely. And in that whole spirit of serving, your second email doesn't even have to be a percentage off like there is so many other things. I always talk about examples because we keep all of the examples in a pile of emails that we get. I've got these shoes before from Rollie Nation. They're amazing but the best email I got was from them 10 days or whatever it is post purchase so they knew that I'd received it and they said if you've got issues, now you need to know how to clean them properly. And it was like perfectly timed, added value to a purchase that I've made. I'm not going to unsubscribe from you. I'm going to be hearing from you over and over again. And they did personalisation really well actually. They even, for a small scale, when I say small scale they're not massive. They did really good things around whenever they sent an email in a milestone, they remembered back to what my purchase was. And can do that with automation because the client's history is there in terms of on your website. So yeah it's simple things. If you have a little bit of it, think about the customer journey like you say and what you know will delight them as well. Surprise them and be really clever and you can get a lot of retention. 

Flori Pyke: [00:40:15] Yeah love it all right. [Jacqui says "if you see any email like that, send them to us] No I love it. And such good examples too, so thank you for sharing. Thank you ladies. It's been so nice to connect with you. I've loved, I like so get excited talking anything marketing. So it's been a lot of fun. Now in terms of for our listeners where to find you ladies can you give us a bit of a rundown, what your social handles are? If you've got any freebies? Speaking of freebies for our audience now's the time.

Helen Spencer: [00:40:53] If you are new to the email marketing space, we do have a free resource. It's the Five Steps to Building Your Email Marketing Plan. Download. You'll be tagged. [Flori says love it] But it does give everyone I guess a starting point in terms of where they need to go. And you could set up an email program off the back of the download itself in its infancy to get going. Yeah you can find us twogirlsandalaptop.com.au or we’re twogirlsandalaptop on all of our social handles Facebook, Instagram. 

Flori Pyke: [00:41:34] I love that name by the way. So good. All right. And for our listeners, for the show notes please don't forget to pop over to our site at businessschoolformums.com/podcast. And now just before I let you go. Helen and Jacq, I'm totally going to put you on the spot. And typically in Brave Business Podcast form, we share a bit of a parting thought. So I am handing the reins over to you to share that parting thought. 

Jacqui Evans: [00:42:03] I'm going to come in with that. We got asked this question a while back. So our sort of feedback is pay close attention to your customer because as small business owners, we want to be heard and we need to be heard. And sometimes we can be so busy spuiking our own brand and our own wares that we forget to listen to our customers and we forget to look for that feedback. The customer that's the backbone. So yeah just don't forget to listen to your customer what they're after and what they need. 

Flori Pyke: [00:42:36] I so love that. I'm just going to expand on that because you're so right Jacq. We are all about research here at Business School for Mums and every single thing that we have put out there, created, be it from lead magnets to you know core offers to programs has all been constructed off the back of understanding our customer avatar and doing our research on what they want to know, learn, see, experience. So I love that parting thought. You've totally hit the nail on the head. Thank you. 

Helen and Jacqui: [00:43:10] Thank you. We loved it. 

Flori Pyke: [00:43:14] No thank you ladies. And we will catch up with you soon. And thank you so much for coming on today. And remember be brave in your business.

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.businessschoolformums.com

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Phone: 1300 634 230

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We are incredibly excited to be able to share our small business insights via The Brave Business Podcast. We have done all the hard yards and we hope to be able to provide the very best content each week to help you in your business journey. We will tackle the topics that will make a HUGE difference in your business when you reach those 'a-ha' moments. If you are enjoying the show, you can help spread the love and pay it forward by leaving a review. It will make it easier for other Mums in business to find us and kick their own goals. Win/Win ?

 

 

 

WHO ARE ANNA & FLORI

Based in Sydney but servicing clients worldwide, Business School for Mums (BSFM) is an education hub for Mums in Business. Founded by Anna and Flori in Sydney in 2016, BSFM’s mission is clear - to deliver Mums all the coaching, training & resources they need to ensure RESULTS in their small business.

The Beyond Brave Mastermind was later founded in 2018 in response to existing students wanting to scale their businesses further. The Mastermind delivers advanced one-on-one training to help students break through to the next income level in their businesses.

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