Marketing: Understanding Email Marketing

Welcome to Email Marketing 101! In a previous episode, the Bosses discussed email databases and the importance of building one to grow your business. This week the Bosses talk about how to communicate effectively with that database through email marketing. Find out how to target your email to get better ROI, connect emotionally to increase engagement, and level up your email marketing LIKE A BOSS.





Takeaways

Quick Concepts from Today’s Episode:

  1. We all get a lot of emails, how many do you open?

  2. Email is not dead, it’s how you do it that matters.

  3. Email is one of the best ways to communicate with our database.

  4. Communicating with your list once a month isn’t necessarily spammy. It can lead to people remembering who you are and what you offer.

  5. It only takes one email with the wrong verbiage or wrong attitude to turn a potential client off.

  6. If you’re sending the wrong message to the wrong list or segment, it can be really off-putting and impact your bottom line.

  7. When you provide value to your mailing list, you give people an incentive to stay.

  8. I produce content on my blog, providing valuable information to my audience, instead of only sending marketing emails.

  9. With a VO BOSS Blast, we are generating custom lists for each client that are segmented and targeted towards geographical regions and genres.

  10. Email Service Providers have ways of segmenting your lists. Learn about your software to make sure your lists are properly targeted.

  11. There are lots of tools to help you to segment your lists, including a simple spreadsheet.

  12. Remember to give your client the option to opt-out of your list.

  13. There are different ways to send out your email to clients. You can have an email newsletter, a monthly blog post, etc, but make sure that content is something your audience is interested in.

  14. If you’re going to email valuable content to your list, make it consistent.

  15. You can email without a hard sell, just to give clients a smile. We all need this right now.

  16. Being able to ‘market without marketing’, through fun content can be incredibly effective.

  17. It’s a nice way to connect and engage with your audience.

  18. The more you know, the more the conversation flows.

  19. Email statistics are an opportunity to learn about your clients and develop a ‘buyer persona’.

  20. Marketing is not a simple process. Be dedicated and consistent – and you will find more success.

  21. Your database is gold. It’s your lifeline!

  22. You need to have solid intention and understanding of how email is used, and what you want that email to actually do!

  23. Keeping your database engaged is a challenge.

  24. Email is how you can communicate with and “own” your audience.

  25. You have to give your email list solid content, so they will stay on your list.

  26. Social media platforms may change at any time. Your email database is critical because you have total control of the list.

  27. Email isn’t just a contact tactic, it’s a content marketing opportunity.

  28. Segment your email list into categories based on client needs.

  29. Email segmentation is an advanced marketing tool that can help you fine-tune and target content to your list.

  30. Take the extra effort to treat your database like the multiple audiences that it really is, and provide custom content for each audience.

  31. Don’t forget that your intent is to put the right information in front of the right person.

  32. What if every single email we received, was something personalized and had valuable information that we are interested in?

  33. Your emails should be just as specific as the delivery of your reads.

  34. Whenever you can create a process with an end goal in mind, do so! It will lead to fewer headaches down the road.

  35. If you have an idea of how you want to segment your list, you can create content in a targeted way.

  36. Some contacts will be in multiple segments, and that’s ok.

  37. Stay on top of your database, it is your life-blood.

  38. Consistency in email marketing will outperform creativity.

  39. Keep your emails about your audience, not about you.

  40. Marketing is based on emotional reactions.

  41. The emotions I feel when I read an email are what lead to purchases.

  42. A common drip campaign is a ‘welcome campaign’. You receive an email after you subscribe, and then receive follow-ups with more information.

  43. Nurture your email list by sending information and education, not just ‘sell’ emails.

  44. As your email data provides information, you can pivot or modify your campaigns.

  45. When you know the person you’re talking to, your marketing becomes more energetic.

  46. Marketing is not a thing you do, it should be part of your business DNA.

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Connecting to my audience through emotions keeps them coming back for more! #marketing #email #VOBOSS Click To Tweet

I send custom emails to each type of client, and my click rates have gone through the roof! #VOBOSS Click To Tweet

Email marketing helps me gain new clients #LIKEABOSS #voiceover #marketing #email #VOBOSS Click To Tweet


Referenced in this Episode

Direct links to things we brought up ++


Check out Mailchimp’s Advice for best email practices
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

Transcript

>> 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: Hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, and I’m here with the most amazing content marketing maven Pamela Muldoon. Hey Pamela, how are you today?

Pamela: Hello, Anne. I’m fantastic. How are you? It’s good to hear your voice.

Anne: I’m doing good. I know! Pamela, we’ve had some great response from our past episodes talking about content marketing and buyer personas, and last episode, we started talking about creating a database and how to build that database.

Pamela: Yes.

Anne: So this week I’d like to talk about how to actually communicate with that database and maybe start chatting a little bit about email and being able to communicate with the database that we’ve just built up.

Pamela: Fantastic, let’s do it.

Anne: Yeah, let’s do it. Let’s talk about, I guess, communication and email, which comes to mind first of course. I think that that’s just the logical next step, once we have a database, to really be able to communicate with the database that has now expressed interest in our content.

Pamela: Yes, yes. Your database is gold, right? That’s your lifeline. Communicating to them, and email is not dead, it’s absolutely not dead. It’s still very alive and well. It’s just how you do it. Right? There has got to be some solid intention, and understanding of the different ways that email could be used, and then of course what you want that email to actually do. So there’s a lot to talk about.

Anne: I like that you said email is not dead, because I think some people might say or contest that. Because how much email do we get on a daily basis, and how much email do we open? I know from my BOSS Blast customers, we’re always explaining open rates and you know what to expect, because we all get email. A lot of times we don’t open that email. I’m glad to hear you say, email is not dead. I do believe that that’s probably still the first, foremost, best way to communicate with our database is through email. However I don’t think it’s a reality to expect that 100% of the time, people are going to open your email.

Pamela: No, it’s, you still have to do the work, right? [laughs] Getting the database is one challenge, right? Now actually keeping your database engaged is a whole other conversation. So it, not only is it not dead, it really is the way that you can communicate and for lack of a better word, own your audience. Right? So doesn’t mean that because you own the audience, ie the database, that they’re just going to stick around. You have to give them solid, valuable information. We can talk a little bit about different ways you can do that, but it’s also really important when we think about what we call inbound marketing or outbound marketing, we have all of these social platforms and ways to communicate, but we don’t own those platforms. Those platforms can change or modify or edit [laughs] at any time, so that’s one of the reasons the email database or the database is so critical, and then of course just getting really smart and doing some of your own homework around email marketing –

Anne: This is true.

Pamela: – I think is a really smart move for folks that are in that self-employed, independent, freelance, because it really is a great way to stay engaged.

Anne: I know out there, there is going to be questions. So what do I email? Like what would I use to communicate to my audience, how often should I communicate with my database, what should I say? Do I write an email and say hey, I’m available for voiceover? What do you, I mean, what are we talking here?

Pamela: Well, I think a really great place to start, you know, I look at email marketing, there’s a lot to unpackage in what you just said, right, Anne? Each one of those in and of itself could be its own episode. [laughs]

Anne: Yeah.

Pamela: And perhaps that’s how we need to do this because [laughs] there is a lot. And of course, I think I’ve said this before, and I jokingly but seriously say it again. I’m in marketing, so my answer needs to be, it depends [laughs] –