Open rate, bounces, and click-throughs, “Oh My!” Part 2 of Anne and Pamela’s Email Tips gives you an in-depth look at cultivating your emails and lists for maximum engagement. The goal of your emails is to gain new clients. To do this, you need to be familiar with your data. Learn the terminology and tactics you need to know to rock your email marketing analytics like a #VOBOSS!
Quick Concepts from Today’s Episode:
If you write 25 subject lines without thinking, out of that comes the magic!
Sit down and let creativity come through the keyboard.
Copy should be succinct otherwise people won’t read the whole email.
Realize people will skim your email.
Speak to your audience rather than talking about yourself.
Do a skim of your emails and see how often you say “I, we” instead of “you”. Be “you” centric, not “I” centric.
Emails can’t be about you, or your voice, it has to be about your client.
The customer is in charge of their journey, and they care about themselves the most.
Don’t give your client a series of homework assignments, be succinct.
Having only one link per email allows for better data on your clickthrough rate.
Check your stats open rate, click-through rate, bounce rate, and unsubscribe rate
Open rate depends on the best day, time of day, and subject lines
Try to be into an inbox early in the morning (in their timezone), mid-morning, or around 2pm or night time in general, so it’s there first thing in the morning.
Be aware of timezones, and do your own research on when your audience responds best.
COVID has changed when people open their email.
Keep track of your clients, keep doing A/B tests, so you can reach the most people.
You can segment your email lists by location to account for time zones.
17 to 20 percent is a “good” open rate.
Your own data supersedes any general rule. Make your own best practices.
Look at the events that are going on around you, and adjust your practices in accordance with that.
Ask yourself if an email with a “sell” in it, is wise at the time
2.76 percent is a GOOD click-through rate.
Your click-through rate should improve if you don’t give too many options.
Keep in mind your footers and email signatures also contain links.
Keep the call to action in the body, very obvious. Having one CTA is the best practice.
Over time, when you start to consolidate your list, you end up with the most quality database.
Over time, your database gets organically cleansed as people unsubscribe.
Over time, you want to see your open rates and click rates go up, and your unsubscribe rates go down.
To find out your conversation rates, you can use Google Analytics
The purchasing process for us in VO, becomes a 1 on 1 interaction. You have to manually track your conversions here.
Having campaigns with very different objectives can increase your engagement. The more focused a campaign, the more useful the data.
The spray and pray email does not work.
The more targeted you can be with marketing, the voiceover services that you offer, the better returns you will get.
Each genre of voiceover is purchased by a different type of person
Everything that you do in your voiceover business, from performance to marketing must be targeted.
Bounce rate is the “undeliverable emails”. Often the person no longer works for that company.
If your email bounces, you can see where that client moved by looking at their LinkedIn, and contact them there.
Referenced in this Episode
Direct links to things we brought up ++
Keep up on email best practices by visiting Campaign Monitor.com
Use Google Analytics to help track your email success
Get a customized VO BOSS Blast for custom target-marketed emails.
Read Anne’s advice for long-term email marketing
Visit Pamela Muldoon’s Website
Recorded on ipDTL
BadAss Editing by Carl Bahner
>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.
Anne: Hi, everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with my special guest cohost and email maven, Pamela Muldoon. Oo Email Maven Muldoon.
Pamela: I was going to say, maven is a good word, right?
Anne: Email, Email Maven. Email Maven Muldoon. I love it. Email Maven Muldoon.
Pamela: It’s now my nickname.
Anne: Totally. It’s like Anne Gangoogle and Email Maven Muldoon.
Pamela: That’s fantastic.
Anne: Speaking of email, Pamela.
Pamela: Yes, ma’am.
Anne: We’ve been talking about email marketing.
Pamela: We have.
Anne: It’s such a great topic. We actually probably ran a little long in our last conversation, and I wanted to actually continue the conversation, because there’s so much more to talk about. We were talking about how to improve engagement. We’ve discussed subject lines. We were talking about A-B testing.
Pamela: You know, I know we mentioned CTA last time, but I don’t know if we actually broke down what a CTA was.
Anne: Ah. That would be good –
Pamela: Just thought about that.
Anne: Yeah, let’s do that. Well let’s kind of review. First of all we have to grab our potential client’s attention through email marketing. And so our subject line, you were recommending between 40 and 50 character length.
Pamela: Yeah, that’s kind of that best practice standard length that seems to have success. General rule. Right?
Pamela: Doesn’t mean that there aren’t exceptions.
Anne: Results may vary.
Pamela: Yeah. Absolutely.
Anne: And then we were thinking, we were also talking about like, you want to have some sort of a call to action or questions are good in the subject line, be direct.
Pamela: Yes, action driven questions, be directive. You know, one thing we did not talk about last time, and I know this is going to make some folks out there kind of go what, but there is a methodology around subject lines that’s been going on in the last year or so, and that is to write 25 subject lines. Just sit down and write 25, without thinking, right? Just start kind of stream of consciousness. And out of that comes the magic. Again it’s kind of a copywriting tip. Right? I know you’re probably thinking it’s hard to think of one. But that’s like with any writing exercise, right? Once you sit down and give yourself a chance to just let creativity come through the fingers onto the keyboard, right, so give it a try. Just sit down, and even if a few are just really stupid, right, you just keep writing out. [laughs]
Anne: I have 25 stupid subject lines. There we go. [laughs] The magic will happen.
Pamela: It will happen. Absolutely.
Anne: We touched upon the length of the copy in our email, which should be succinct. I used to write novels in my email. I remember this so long ago, and this was when I was in the corporate world, and I would, I would spend a lot of time and effort, and I would write long emails back when, you know, we weren’t bombarded by emails every single day. And even back then, I would be so upset when people would not read throughout the whole email. I would be like, my gosh, I just spent so much time on this email, and I have the most important instruction at the bottom. How did you miss that? [laughs]
Pamela: Right, yes.
Anne: I agree now, it took me many years, but I realized that succinct and shorter tends to do better, for sure.
Pamela: Yeah, and also think about the skimming process. Right, just like if you’re someone who studied blog writing, there’s similarities here.
Pamela: Using indents, bulleted lists, you know, things like that that kind of catch the eye. One of the things I want to touch on though is the importance of speaking to your audience versus talking about me or you.
Pamela: It’s an easy mistake to make because we’re selling our voice, right, so we think, hey, I have to talk about me. And yeah in some of our promotional emails, of course. But I want you to really look at the email before you send it, and it’s what I call we we-we-we all over ourselves.
Anne: We, we, we all the way home.
Pamela: Yes, we, we, we all over ourselves. Basically it’s a really easy exercise. I even encourage you to do this with emails you receive from other companies. Just do a quick skim. And how many times do they say I, me, us, we as a company –
Pamela: – versus you, your. Right?
Pamela: Again, just those simple adjustments make it more you centric versus me centric.
Anne: Got it. Got it. Pamela, you bring up such a great point about that. And I think over and over again even in vocal performance, it can’t be about you. It can’t be about your voice. It really needs to be about your client. In voiceover it has to be that way as well as in email marketing, it has to be about your client and how you can serve your client and not be so me, me, me centric. For me that’s a big putoff when I get an email and it’s all about, you know, let me sell you this because I, I, I, I, I versus, you know.
Pamela: It’s, you know, it’s that whole, going back to the customer is in charge of the journey. Right? So you know, if they’re in charge, then who do they care about the most? [laughs]
Anne: Themselves. Absolutely.
Pamela: That’s what it’s all about.
Anne: It makes sense.
Pamela: Yeah, yeah. The more you’re speaking for them, you know, helping them improve their situation, then you should see more success with your results.
Anne: Now I also remember talking about, you know, being careful with the amount of links that we had in the copy. You did not want to have multiple calls to action. I think that you’re limiting yourself to a call of action. We do this practice with our BOSS Blasts is to limit it to one call to action, because that’s very simple. We’re asking you to do this, and click here, or this is what we need you to do, because it makes your potential client’s life simple. It’s not confusing, and basically you don’t want to be giving your potential client a series of homework assignments.
Pamela: Absolutely. Easy decision, and if you’ve provided great information around that link, then it’s a no-brainer. They’ll click on it and check out the next step of the journey. Your click is the next step of their journey. Right? And the other piece to that is in the data that you pull, when you’re looking through your click-through rate is whether they, you know, once they open it, the open rate, right, then the click-through rate is the links they click on. Well, if you only have one link to really pay attention to, it also provides better data. Right? You just get smarter data. If you send it to 100 people, and you had a click-through rate of 10, you’re like mm, maybe that did not resonate, kind of thing, right? So if you send it to 100 and you had 50 open it, that’s a pretty impressive click-through rate.
Anne: Speaking of, let’s talk a little bit about these results. You talked about open rate. And again I know I keep mentioning the BOSS Blast, but so much of this relates to what we do on any given day to send emails out on behalf of talent. Part of the process is that once we send out your Blasts, you meet with us after those Blasts about a week or two afterwards so that you can check your stats. And those stats include the open rate, a click-through rate, how many people clicked and what they clicked on, and also how many people unsubscribed and also the bounce rate. But that open rate can vary depending on the time that you send it out, you know, a lot of it can depend on the subject line. A lot of it can depend on the time of day that you send it out. These are all things that we’ve talked about in terms of best practices on when is the best time to send, when’s the best day to send, and what’s the best subject line?
Pamela: Did we mention time of day? Because we touched on the day of the week. Time of day, again, especially if you’re sending it to a corporate audience, rule of thumb again is, try to get in their inbox either very, very early in the morning so you’re one of the very first things they see. So like a 6:00 a.m. And this is, keep in mind, your time zones, guys, right? So when you’re sending out, always keep in mind time zones. Another good time in the morning, again just as a best practice, is somewhere in that midmorning when they’ve had a chance to be at work for a couple of hours, and now they’re checking email, or right before they take a break, or something like that. You don’t want to catch them during lunchtime. You want to wait until after or later in the afternoon. So right around 2:00 is a good time of day to think about. If you missed your days, and I know we talked about last time about day of the week, I think Sunday night can sometimes be a good option, and –
Anne: For my audience.
Pamela: Yeah, so even think about sending something the night before that you want them to open it the next morning. Right? So it kind of goes to that early-morning methodology. Right? You could be something after 8:00 p.m. or after 9:00 p.m. or something where it’s being sent, it’s sitting in their inbox, and it’s there in the morning. So just be aware of time zones, and then again these are just best practices. You still want to do your own data around these things.
Anne: And these time zones, it’s funny, because I’ve been dealing with time zones for many, many years, especially in having like workshops and events. I’m always trying to figure out what’s the best night to hold an event to get the most attendance? And you know, it used to be when I had in person live events, Saturdays were my day, my evening that I would have the most attendance and the most turnout. And yet before the pandemic, when I turned those events online, it then became a day of the week that would be after work for most people, after 5:00. And now during the pandemic, it’s, you know, middle of the day sometimes. So I think it can vary depending on the times and what’s happening, and you need to keep close track of your clients, and what are good days for them, and keep looking at these statistics and doing A-B tests, so that you can find out, you know, as your client base changes and as things change in the world that might affect their habits, it’s always a good thing to keep up on the maintenance of this database, and keep learning more and more about your client.
Pamela: Well, I think we have a lot of folks that are also doing international email sends, right?
Pamela: And I know we’re going to talk in a future episode about some of the compliance pieces to that.
Anne: Oh yeah. Very important.
Pamela: But also this isn’t a bad idea to even segment by location sometimes, right, because of the time zone thing. Right? If you’re really doing something segmented, and you want to send correspondence to multiple European addresses but then also multiple addresses in the U.S., it may be to your benefit to think about segmentation around where they’re located as well as who they are.
Anne: Excellent, excellent idea. Did we actually talk about the open rate, and what’s a good open rate? I mean, I’d like to think that 100% of the people that, you know, get my email open it, but I know that’s not the case, especially after 15 years of sending emails out to mailing lists. So I know for me what a good open rate is.
Pamela: Again, as you mentioned before, right, Anne, is that the open rate is connected to the subject line, right? So you’ll do your A-B test, so you’ll, you know, look at your data over time. But right around that, a 17-20% is usually, is kind of the good mark.
Anne: I’m going to say, that’s an excellent open rate because in terms of event attendance –
Pamela: Again, it’s always going to depend once you run your own data.
Anne: Exactly. Also with pandemic. Right?
Pamela: Right. Things right now are definitely changing. Yeah, but you know, the 17% is kind of, you know – because here’s – when I worked with my clients in my agency world, and they’re just starting the reporting, why would you want this benchmark? So benchmarking of your data is good when you’re starting, when you haven’t done this before. Right? And then as you send to your own database, your own data supersedes anything that’s going on as a general rule.
Anne: Sure, sure.
Pamela: And I think that’s really important. So you know, a benchmark of 17% is just something either to attain to or say, you know, I’m actually running about 18-19%. I’m doing okay, right? So it just is somewhere to start from, but again, there’s so many variables.
Anne: And speaking to that, I will say that, you know, our series of clients that we had for Blasts that were going out, there were two times when we kind of decided to not send out, when we had originally planned. One was at the beginning of the pandemic. The other was the frequency through the pandemic, which we sent, was also a factor, and the other factor was, you know, the latest protests and spikes in the coronavirus. We always have to look at the events that are going on around us and make adjustments according to that. And we found that our open rates have remained consistent when we do take those variables into consideration, and we’re thinking about our potential clients, and if an email at this time is going to be, you know, with a sell or a call to action, is going to be the wisest decision at the time.
Pamela: Absolutely. Yeah. It’s interesting because right now we seem to be going through even more variables [laughs] than if it wasn’t during a pandemic or during this huge societal and cultural change that’s happening around the country.
Anne: What about – so open rate, now what about, what about people who click? What’s the percentage for that?
Pamela: This is going to vary as well, in the latest findings, and if you guys want to look at some of these yourself, for small business, campaignmonitor.com puts out a nice research study every year. I tend to follow different research studies based on who my clients are. Right? So if I’m at enterprise client, if I’m working with my big, big clients, IBM does a really great research model under acoustic.com. In this particular campaign.onitor.com, their click-through rate, 2.6% –
Anne: That’s great.
Pamela: – is actually kind of the ballpark to hit. Now think about that, though, guys.
Anne: 2.76%. You could send, out of 100 emails, right, how many emails is that that people usually click?
Pamela: I’d have to dig through that research to see what they – this is based on hundreds of studies of emails. This is not based on me pulling a report on my emails right now. This is just a benchmark report. That’s why I say it’s a good starting point. So 2.6% click-through rate. Click-through rate is the clicking through of your email.
Anne: Meaning they’ve opened it, and then they’ve clicked on the link.
Pamela: They’re clicking onto a link or multiple links, whatever you have in your message. Again, when we talk about that one CTA, you should see the click-through rate improve if you don’t give them too many options.
Anne: Exactly. That’s right. If you have 10 options of people to click, let’s say even if it’s in the footer of your email where you have your website, you might have an email link, you might have your picture linked to your website again, and then you might have a button that says, you know, click here to listen, which is something that we do, we like to keep the call to action very direct and very obvious, so that people will tend to click there. But there can be multiple links, just that I think there should be the obvious call to action instead of having two calls to action in the body like click here, or look at my recent video. You know, having two is not as good as having just one. And then you can tell the number of links that were clicked once you look at the reports. And so for us, yeah, anything above 2% is actually a really good click rate at this time, for our Blasts going through. I’m really happy about that. And I have certain lists where over time, when you really start to consolidate your list, when, you know, the people who got your email and then decide to unsubscribe, sometimes that’s even better because that can improve the quality of your list, and the people who really decide to remain on that list are the ones that are most interested, the ones that will open it up the most frequently as well as the ones who will click-through. I find that my click rates as time go on for my lists are up in the 3-3.7%, you know, 4.7%, which I think is really great. And my open rates are up to 45-50%.
Pamela: You bring up a really interesting point, and this is over time as your database gets organically cleansed, right? And that’s why I say, you know, there are benchmark rates to just get you to start it. And then there’s what you start to see. It’s always go to your current data to tell a current story. And you know, you want to see your open and your click-through rates go up, and the ones that you want to see go down are your unsubscribes and bounce rates. In unsubscribe, now let’s say this is the first time you sent, you have 1000 people in the database, and this is your first newsletter. You may see, you know, unsubscribe rates right now is like .1% is what we want to see. But you may see a higher percentage the first time you send, right?
Pamela: And that’s really important to understand, because if you send to 1000 people for the first time, you may see 3-4% unsubscribe. That’s because they’re cleansing. And that’s okay, and I just want to reiterate that that’s okay. Because you’re starting to release those that no longer want to participate, and that opens up the door to more qualified exchange which is hopefully higher click-through and open.
Anne: Absolutely, so that’s like more qualified leads. And so I think it’s not so horrible to have unsubscribe rates in the beginning when you first start to be hired because as you cleanse the list, then you get more quality leads as that goes through time, as well as, I’m going to say we also talk about conversion rates. So what’s conversion rate? Let’s say somebody has clicked through to my website, and then there’s conversion rate statistics, but how do you even access those and what are those, and then how do you access them or how do you get them?
Pamela: Are you talking about the conversion from your email to your website?
Anne: I guess so, yeah.
Pamela: So there you are going to need to engage with Google Analytics right at that point.
Anne: Aha. Yeah, that was my question.
Pamela: At that point you need your email system provider, your ESP, that can only house so much data. Once they leave that software basically and move into the next, there’s a way within Google Analytics to see where your person came from, right?
Pamela: You can even set up goals within Google Analytics that you would like to have a certain, reach a certain percentage of conversion from email to a certain website page, or to your blog page, or something like that. So that becomes a more Google Analytics conversation. Or the conversion to whatever CTA you’re driving them to. In our world of, when I’m doing a lot of content marketing with my clients, we look at the conversion of the expectation of each email. Let’s say we’re creating a multitouch campaign and in touch one I want you to listen to a video. In touch two, I want you to download this checklist. Right? So each of those conversions are very specific asks of the audience, and I’ll track that data, either with the ESP, I’ll see if they download – if it’s within your ESP, you can see if they’re downloading like a PDF or something, right? But once you drive them to something else, like if I click on the video, and it takes me to YouTube, now we also have to look at the YouTube stats. Does that make sense?
Anne: So yeah, then it depends on what your call to action is involving and if that can be tracked within your mail service provider. That makes a whole lot of sense.
Anne: I was thinking in terms of voiceover, if we’re sending out, let’s say, the newsletter, and we have a call to action to listen to our demo, and then we try to figure out okay, so now they’ve listened to this demo. Are they purchasing from me? That’s a much bigger jump, and that’s where you need to get Google Analytics involved.
Pamela: Right. And in our world, you know, the purchasing process for us in VO becomes much more of a one-on-one interchange. Right? Something is going to happen, they’re either going to call you, or respond to your email directly, right? Like “hey, Anne, listened to your demo. I do have a project I’d love to have you audition for.” Right? So something is going –
Anne: Or give me a quote. And then it becomes –
Anne: – much more disconnected and most, in a lot of instances, which I think is, it’s harder to track, but I think there’s lots of softwares that –
Pamela: You’ll have to manually track that. You know, but to track that manually I think is really important because am I getting a return on all this email work that I’m doing? If you can equate a conversion of so many actual projects, and then you attach that revenue, over the course of 12 months, you can, one, give yourself, you know, a number of conversion to project and then also a conversion to revenue.
Anne: I know that in terms of like if I run specials, right, I can run a special campaign any given day, and say well, you know, here’s my special campaign. I can find out how many people have opened the email, how many people have clicked on it, and then manually track at the end of the month how many people have actually purchased based upon that campaign. And the campaign is very specific. So that’s another thing that you can think of in terms of sending stuff out to your list is having different campaigns that have very different objectives, or you know, perhaps maybe you’ll do something content driven about explainers and then show examples of explainer videos you’ve done recently, and then perhaps decide to offer some sort of content download on, you know, how to hire the best voice for your explainer, or maybe “contact me and I’ll be happy to discuss a quote with you.” And that could be, you know, a specific campaign that’s directed towards your list. Maybe in a couple of months, it could be another genre that you specialize in.
Pamela: Yeah, the more focused a campaign, right, you have the ability to really do some interesting data work there. I think it’s a really –
Anne: The easier it is to get that rate.
Anne: It’s easier to actually track that kind of conversion. I wasn’t thinking about it, because typically I think when we’re out there as voice over talent, we just want to sell our voice, and it’s not necessarily specifically targeted to anything but “oh, I just need the job.” Well maybe, you can start really target marketing that job to specific genres that you specialize in, and that will really make it a nice benchmark for you to really see okay, this worked well when I did this, and then you can learn from that campaign and then apply it towards other campaigns or other marketing strategies that you’ll have in the future.
Pamela: Yes, move away from the spray and pray.
Anne: Oo I like that, spray and pray. Yeah, I think the more targeted you can be with anything, the better off you are. The more targeted with your marketing, the more targeted your with your voiceover services, you know, that you offer. It doesn’t mean you only have to offer one thing. It can be, you know, mine is, my specialties are a variation on a genre. You know, any of the narration genres. There’s a lot of genres in there. But they’re all inter – they’re all related. I can spend a lot of focus on each one of them like medical narration versus corporate narration, versus you know documentary narration. Each one of them can be its own separate campaign.
Pamela: Yes, yes. And more than likely, they’re all being purchased by different people.
Anne: Exactly, oh completely different markets. That’s why the verbiage has to be different, right? The call to action really should be different because everybody has different needs. The demos need to be different. And it’s so funny again I bring those parallels into play, that everything that you do in your voiceover business, you know performance right up to marketing, they all draw the parallels in terms of target marketing and target marketing materials.
Pamela: Yes, they absolutely do for sure.
Anne: Talk to us about bounce rate. What does bounce rate mean?
Pamela: Bounce rate is basically the undeliverable emails. They’re bounced off the system, right? So a very common bounce is that person no longer works for that company. More than likely, that’s the case. It’s like a dead email or it just has nowhere else to go. So again, I look at these with a bit of a grain of salt because a good bounce rate is .7% in terms of benchmarking, .7%. But again, it kind of depends on industry as well because some industries have higher turnovers than others. There’s a lot of variables. And when you first send, you may see a high bounce rate. [laughs] Right? How old is your list, how reliable is the list? Right?
Anne: That’s whole thing.
Pamela: The big question.
Anne: What about your list? Right? How did you get your list? Is your list something that people signed up for when they went to your website? Did you purchase a list? How did you get your data in the first place?
Anne: Your bounce rate I think will have a lot to do with that procedure, you know, how you got the list to begin with. Because I know sometimes if you purchase a list, it can be an old list, and people don’t work there anymore, and people thought they unsubscribed, and now for whatever reason, they have a different email address, and it just, it really has a large effect on the bounce rate.
Pamela: Yes, most definitely. So keep an eye on that in terms of when you know, you’re getting into your email marketing. Early on you may see a little higher rate just like in the unsubscribe. And if you’re really engaging with your database though, the only reason you should see a bounce of any kind is because someone took a job somewhere else, and they just –
Pamela: You don’t have that relationship where they’re notifying you. Right? [laughs] So. But if you had the relationship. But here’s a little tip. If that person did bounce, go out to their LinkedIn, see if their job changed. [laughs]
Anne: That’s right, follow them.
Pamela: That’s something I do.
Anne: Follow clients. Clients have contacted me from different, you know, jobs. And so it’s a good thing, a good tactic, I think, to follow them. If they were interested enough to hire you working for one company, the chances are if they moved to another company, and they’re doing relatively the same thing, then they might need to hire you again.
Pamela: Right, and that’s a perfect reason why. And so of course they’re not thinking, I’m going to email Anne, who sends me this nice newsletter, and so they go to their new job and if you are actually engaging, and they bounced off, let me go see. Maybe they’re in the same type of position, just a different company.
Anne: Good advice. Speaking of bouncing, Pamela.
Anne: It’s about time to bounce. It’s about time to bounce from this podcast.
Pamela: Nice segue, Ganguzza.
Anne: Yes, there you go, Marketing Maven Muldoon.
Pamela: There we go. I love it.
Anne: Mail List Muldoon. Yeah, guys. So again we could talk all day about email and marketing, and we probably will.
Anne: We’re going to talk more about how – email compliance I know is coming up as well as different types of campaigns that we can generate for our business. Thanks again, Pamela, for the amazing content and of course coming from a content manager, I love that. For the amazing content, I’m going to give a great big shout-out to ipDTL that allows us to distribute this content in a most unique way through this podcast. If you need to know more, you can find out at ipdtl.com. You guys have an amazing week, and we’ll see you next week.
Pamela: Thanks, Anne.
>> Join us next week for another edition of VO BOSS with your host, Anne Ganguzza, and take your business to the next level. Sign up for our mailing list at voboss.com and receive exclusive content, industry revolutionizing tips and strategies, and new ways to rock your business like a BOSS. Redistribution with permission. Coast-to-coast connectivity via ipDTL.