Business of VO – Permission Based Marketing

Don’t become mystery meat in a can! Wait…wrong type of spam…

If you’re struggling with getting responses from your email campaigns – Anne and Gabby are here to help! They’ll go over how to avoid being put in the spam folder, getting more response from your emails, building a legitimate mailing list and some great tools to do it all for you, FASTER!


Quick Concepts from Today’s Episode:

  1. The power is with the recipient

  2. Think of this as a cold call, but a cold email

  3. Put yourself in the shoes of the potential client

  4. On average, only 1% of mass emails are looked at

  5. Permission based lists are either through a company that organizes emails that opt-in to being contacted, or through a list you build through past clients, contacts, etc.

  6. Keep your emails short and to the point

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Referenced in this Episode

Direct links to things we brought up ++

  1. Bookout Builder

  2. Bookout Blasts

  3. Constant Contact

  4. MailChimp

  5. MadMimi

  6. Radio Mall

Full Episode Transcript

VO: Today’s voiceover talent is more than just a pretty voice. Today’s voiceover talent has to be a boss. A VO Boss. Set yourself up with business owner strategies and success with your host Anne Ganguzza, along with some of the strongest voices in our industry. Rock your business like a boss. A VO Boss.

Anne: Hey, guys. Before we get started on today’s episode, we wanna share some boss solutions and some of the ways you can have more boss in your life.

Gabby: Oh, come on. You can never have too much boss, my little entrepre-nerds.

Anne: Entrepre-nerds. I love that. Did you think of that all by yourself?

Gabby: No, not at all. I kinda borrowed that.

Anne: We have a brand new product in our Boss Shop call Book Out Build. I’m super excited about this concept. Gabby, tell us a little bit about this.

Gabby: Oh, my gosh. This is my baby, if I can, my little brain child. This is how I communicate with my clients every single month to make sure that I’m providing them with relevant information that they can actually use and so that I’m not just spamming them or sending them something really annoying, ‘cuz we all have to worry about that and, of course, you and our fabulous Boss team kinda took this ball and ran with it and we’re offering it to everyone now and these are Book Out Builds. With a Book Out Build, what you’re able to do is set up a system whereby you can communicate with clients on a regular basis about the number one thing they wanna know about you, your availability and book out dates in the studio.

Anne: Great stuff and, as Gabby said, you can do this on a monthly basis or a quarterly basis. You can choose the frequency. What’s really cool is we incorporate your own list and we manage it and send out the marketing blasts on your behalf, all in your own brand.

Gabby: You wanna go to, click on shop, and go check out the Book Out Build and Book Out Blast features.

Anne: Okay, now, let’s get on with today’s episode. Welcome, everybody, to the VO Boss podcast. I’m your host, Anne Ganguzza, along with my lovely, beautiful BFF, Boss BFF, Gabby Nistico. Hey, Gabby.

Gabby: That’s too many Fs in that sentence.

Anne: BFF. All right.

Gabby: Okay.

Anne: Gabby, I need to ask your permission about something.

Gabby: Oh, wow. Oh, boy, I’m afraid.

Anne: Well, this is actually right on topic for our podcast today. I want to talk about permission-based marketing.

Gabby: Oh! Well, yeah, of course. Permission, yeah. I thought you were gonna ask to borrow my husband for a minute there or something. I don’t know. I have to think about that one. I have to think about that.

Anne: You’ll have to think about it.

Gabby: Permission-based marketing. I’m not saying no. I’m not immediately saying no to that, I just gotta think about it. Permission-based marketing, yeah.

Anne: We’re friends, Gabby.

Gabby: I know. I love you. I know.

Anne: We share things.

Gabby: I know. It just means we’d go from Boss besties to sister wives.

Anne: Sister wives.

Gabby: Sister bosses.

Anne: Hashtag, Boss sister wives.

Gabby: We need everybody’s permission, technically.

Anne: We do.

Gabby: All the time.

Anne: We do. In order for people to, I guess, accept us or let us into their email, it’s always best to get permission first and that’s where the concept of permission-based marketing comes from.

Gabby: A good number of years back, spam mail was becoming so out of control in email that it was virtually impossible to have an email account, whether Hotmail or Gmail or MSN or Yahoo or any of those and not have hundreds and hundreds and even thousands of junkie, spammy, weird emails coming all the time.

Anne: I remember it.

Gabby: Yeah, I had an Outlook account that, my god, it would get spammed thousands of times a week.

Anne: Yahoo was famous for it, AOL was famous for it. Just all of those older accounts used to get a ton of spam and it got to be very problem-some.

Gabby: Part of it was because there were no laws. There was no protection against that sort of behavior and so, what started to happen was companies got wise, but also, IP providers had to start complying to various rules and congress got involved. It all pretty much boils down to one simple thing: you can’t just harvest somebody’s email address and spam the crap out of them.

Anne: Right. Now, they’re regulated. You can only send so many emails through one server at any given time and that’s where a lot of the internet providers today have really cracked down on people who are sending out to big mailing lists.

Gabby: It’s good for the users and it also is kinda good for the senders. From a sender’s standpoint, you’re running a more secure outfit, you’re running a more legitimate business when you comply with spam laws. Relatively new voice actors or even people who have been doing it a couple of years who are starting to get into things like their large-scale marketing efforts suddenly find themselves staring down the barrel of this thing called spam compliance and they’re very confused by it.

Anne: Yeah, we really need to establish why this is so important for us as a voiceover business. Number one, those marketing emails that you have all set and ready to go to these lists that you may have or have generated, you need to be concerned about spam and sending too many out at once, which could do your brand more harm than good.

Gabby: It could also shut down your email.

Anne: Well, yeah, and you don’t wanna be blacklisted ‘cuz you wanna be able to send email out again through your internet provider. That’s important. Gabby, let’s talk a little bit about what it means to have permission-based marketing, to have people on a permission-based list and I think, probably, when the providers came out for large-scale mailers… I think Constant Contact might have been one of the first ones that came out. I know Mail Chimp is out there, Mad Lily’s out there. There’s a couple of other providers that, all they do is allow you to send out email to lists of people.

Gabby: Right, but they help you to maintain compliance and to meet all of the regulations and things that will, hopefully, keep you from being simply flagged as spam.

Anne: In terms of being able to reach a potential client, it’s important to have said client’s permission. I shouldn’t say that you have to have it, but it certainly helps in your marketing efforts. I know for a lot of people, Gabby, they go and they create their own lists. They do Google searches so that you can contact them for potential business and so, one of the biggest problems with doing this is that these people that you’re going to be sending your demos, unsolicited to, have never ever heard of you