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June 12, 2024 47 mins

It's quite common for anyone starting a business to first set up a social media account and sell through there. In this episode, we are going over why email marketing should be your first priority when creating a sustainable business and selling to your audience. When we start working with clients, email quickly becomes their main sales channel, far surpassing the sales they see from social media. That's why we are sharing these insights so you can grow your business. Need some convincing to spend more time in your email marketing? This episode is for you.

 

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Send us an email at femailsacrossthepond@gmail.com and tell us what you'd like to hear. Want more help with your emails? Follow us on Instagram: Angie: https://www.instagram.com/angiemachado_/ Clara: https://www.instagram.com/claratoombsconsulting/ Download Our Free Resources Get instant access to Angie's Free Email Planning Bundle Get Clara's 14 AI Prompts to Help Transform Your Email Game

 

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Welcome to the females across the pond and beyond podcast. Hi, I'm
Clara. Hi, I'm Angie. We're here to share all things
email and beyond. We go through the trials and tribulations of running your own business,
being your own boss, and sending your own email marketing.
As email marketing experts, we're dedicated to helping small businesses
thrive so they can have more freedom in their business. Ready to get

(00:27):
started? Let's dive into the episode.
Hello, everyone. We are so excited to get into this
episode. Send email marketing or get left behind.
We've been wanting to record this episode, I think, like, ever since we started
talking about the podcast because we feel

(00:48):
like, you know, as business owners ourselves, it can be hard to
prioritize email marketing. But so often we see such
a big gap in the sales that our clients could be making
if they were to prioritize email marketing. So we really want
to bring to light all of those wonderful reasons as to why
email marketing has such a high ROI and

(01:11):
why big corporations focus on email
marketing over, I don't know, a lot of their
marketing channels definitely over social media because of the
ROI. What do you think, Flora?
I'm really looking forward to this episode. There's so much we want to
share and, yeah, really, it's

(01:33):
certainly something that comes up so frequently in terms
of, you know, like, why is email marketing
important? And we're certainly going to dig into that today for sure.
Yeah. But before we get into it, you know, I want to hear what's
going on with you, Clara. I'm going on, I guess, what you would
call a holiday. I would call it a vacation or like a small vacation.

(01:56):
Soon. I'm going to Miami soon. So I'm going to
be taking some time off. I don't know. I don't know if I'll
be able to actually take time off from work. I definitely
blocked off my schedule, but I already have people trying to,
trying to get meetings with me
when I've blocked off my schedule. And I'm like, do I want the money or

(02:18):
do I want the vacation? Oh, it's so nice to go to
Miami. I've never been before. I've always wanted to go. So,
yeah, I'd say just take it off, enjoy it, just, you
know, put those boundaries up.
Boundaries. Boundaries are money. But yeah, yeah, so my partner's
from Miami. That's why we go to Miami a lot. We have a wedding to

(02:39):
go to, so it's gonna be a lot of visiting friends and family.
I don't know. So it should be really fun. I
mean, I'm excited. And we're leaving our kids, which is kind of crazy.
I have two kids under five, so
it's, you know, it's going to be a little nerve wracking, but also good for
the parents because the parents need some time. Oh,

(03:02):
definitely. You need a break. You need a break. And it would be so nice,
and I'm sure the weather. When do you go? In a couple of weeks? Yeah,
in a couple of days, actually. A couple of days. Amazing.
Yeah, I know, I know. It's been cold here, so.
Yeah, I think people are now planning their holidays, aren't they, in terms
of, like, what's next? But, yeah, we want

(03:25):
to go for, like, a long weekend somewhere. Either Rome or
Madrid. And I love. I've
been to both cities, but my partner hasn't. I used to work in
Rome, like, within a previous corporate job, so.
You did? Yeah. I used to have to go every six weeks to Rome,
which was absolute like, joy.

(03:47):
How long would you stay? Id stay for about a week each time.
Nice. So, yeah, I know Rome really
well, so I'll be showing my partner around. We haven't decided
between Rome and Madrid, if it's Madrid. I've also been, but only
once, but this time of year is a really good time to
go, so. So. And both cities have amazing

(04:10):
restaurants, sites to see, and it's just
a really nice way to spend a long weekend. So,
yeah, a couple of those in the diary will be so nice, I think, around
the bank holiday. Yeah. So really looking forward
to that. And I think, you know, as business owners, we need these breaks. Yeah,
we need these breaks. Like, like anyone, right? We work hard,

(04:33):
so, yeah, looking forward to it. That's
cool. I went to Rome on my honeymoon and
I. Yeah, I was like, I could live
here. I loved walking everywhere,
like, I don't know, it was amazing to me. I found it
hilarious because when I was there, I was there on my own with work

(04:54):
colleagues and I'd just see all the italian couples
eating ice cream and being romantic.
I was there for work, but I was very happy to be
there. Now you can go with your partner and be romantic.
Yeah, yeah, no, it's nice. I think it's just such a great city
and, yeah, it's nice for us

(05:17):
because we only live, like, it was two, two and a half hour flight, so
it's really easy. So, yeah, I'm very, very looking
forward to taking a little break, so. Well,
I can't wait to hear all about it because, you know, I'm gonna ask you
so many questions. Yeah. Going to Miami, a little bit different.

(05:37):
Well, let me know how it goes. Oh, I will.
We know that it is going to be, I don't know, it's. Miami is a
lot of high energy, you know, like, people, you know, go out late at night
and stay up really late. So, you know me from the midwest,
it's, it's definitely a change of pace. I'm like, I cannot keep up,
you guys. No, I know. It's probably, like, good for a short

(05:59):
period, and then you come back, it's like Vegas. Like, you go to Vegas
for a couple of days and, you know, kind of, that's the,
that's how I look at it, but. All right, well, let's get into
talking about emails and you know why email
marketing could, like, support more vacations and trips for you
and your business, right? I mean, definitely.

(06:21):
It could give you more freedom, right.
With the sales that it brings in for you. Yeah, that's
what we want. Right. At the end of the day, we want
to make the most of our business, but also have the freedom,
a lot of us start our own businesses to have the freedom
to do things we enjoy. And you like going

(06:44):
on holiday? I like going on holiday. So, yeah. How do we
make that work as small business owners? Well, this is a great topic for us
to discuss today. Yeah, for sure.
The first thing I want to talk about is the fact
that email marketing, when you send an email. So
one of the core differences between emails and social media, which makes

(07:08):
emails so attractive, is because when you send an
email, all you have to do, well, all you have to do
is make sure that it lands in the inbox of your provider,
which if you are following all of the rules
of deliverability, which maybe we should have another episode on that.
Basically, if you're not spamming people and you are

(07:30):
following the laws, you end up in the
inbox of your leads or clients and
they see that you sent them a message, they see, at the bare
minimum, they see your name pop up, you know, which
marketing 101, right. Repeat of just, you know,
seeing the brand, reminding that the brand is there.

(07:54):
And so it is a direct line of communication to your audience that you
don't have to depend on any algorithm. All you have to do is
make sure your deliverability is good and your email shows up. And
whatever message you want to get across to your audience is there for
them to open. Yeah, it's brand building. It's, you
know, like we need to show up in the

(08:16):
inbox even if people aren't opening every single email,
it's about being front of mind in your
clients minds and making sure that
you, you have that regularity in the
inbox, like any marketing channel.
But this. Yeah. It's important to. To make sure we

(08:38):
are still staying front of mind when it comes to email. Yeah.
I mean, it's kind of like, you know, billboards. What are the point of billboards
really, just to be seen. Right.
Why do people, why do businesses buy multiple
advertising, like commercial slots? You
know, because they want the people to just keep seeing their

(09:01):
name, to just keep seeing the brand. You know, it's just, that's
just so impactful
for your marketing in general. Yeah. It's necessary.
It's just so important to be
consistently in the minds of your clients, of your customers.
Yeah. And email is like that. It's like a

(09:24):
guaranteed consistency. Your client doesn't
have to be driving for you. Like if you were to do a billboard or
something else. They don't have to be. But everybody opens their emails
every day. Yeah, absolutely. How often do you check your emails?
I mean, like, we're not talking here once a week, are we? We're
talking multiple times a day. Yes.

(09:46):
Multiple times a day. Yes. So they
could be seeing your name literally multiple times a day.
Yeah. Yeah. So it's so important to
really think about what email can, can do for your business.
And even just getting emails out the door, you
know, it's very much worthwhile in terms

(10:09):
of where your business is
going and where you want to take it. Email is such a
core, core pillar of any business
and where we want to. We want to share some kind of insights
today about why it's important. Yeah, for
sure. I think another

(10:32):
topic that I want to discuss. Oh, I feel like that's a bad
segue. Sorry, Clara.
It's okay.
Another thing that makes emails so special with
that direct connection with your customers is the fact that
we can personalize it and we can even send

(10:56):
emails to specific groups of people, what
you like to call segmentation, which we cannot
do in any other, any other
marketing medium. Or at least like, I'm only, I don't know, maybe I'm not aware
of. But, like, with social media, I cannot make a post
that's like, for my service providers specifically and send

(11:18):
that post specifically to my service providers. You know,
my whole audience is going to see every message that
I send, which can be a lot harder to, you
know, niche down and personalize, even within, like, your
bigger audience. Whereas with emails, you can
absolutely create smaller segments of people

(11:39):
and create messages that are just for,
you know, those specific groups of people, whether it's people who have bought
from you or haven't bought from you, or people who
are living in one area of the country as
opposed to another area of the country. You know, say you're doing local
events and things like that. I mean, you have the opportunity to really create

(12:02):
a unique and personalized experience with your email
marketing, which we keep seeing time and time again
that people really respond to. They love
receiving messages and communication that are
specifically catered to them.
Absolutely. Personalization is such a fantastic way

(12:23):
to drive an increase in engagement of
your audience. So an example of what personalization could look
like, let's give you a real practice, practical example here is, let's
say you're a service based provider and you've just run an event,
and so you had a number of people turn up to your
event, whether it's in person or online. You

(12:47):
can then take the email addresses from that event
and send them a follow up to say, thank you so much for attending,
and even either some kind of special offer or some
kind of connection request. But in effect,
you can personalize your message specifically to that
audience. Now, if we translate that into social media, that

(13:10):
doesn't quite work because you don't have
the functionality or the ability to
personalize that message just for a select group of
people. Social media is currently mass
marketing, so everyone will see that message, and it doesn't make
sense, right, for everyone to see that message. So one of the

(13:31):
great things about email is the ability to personalize.
And often we always see much better results
when messages are personalized, right? Yeah, we see
from the data that, you know, the engagement is higher
when we personalize as far as revenue, we get more
revenue from it, or we get a higher revenue per

(13:53):
recipient is a stat that is
typically followed for those kinds of
emails. And, yeah, we just
know that it just resonates with people, you know, hearing about
offers that really make sense for them. That
would be the next step for them personally, because

(14:15):
everybody that gets on your list is going to be at a different point
in their buyer's journey with you. Right? I mean, that's just the
reality of it. And while you may not
understand where everyone is, you can get a good idea
if you have these segments and groups of people based on,
oh, you know, wasn't an event, okay, they're just getting to know me.

(14:37):
And their next step would be to do XYZ
so you can lead them down that path. You know, people
do also love to be led. They love to be
guided. They love a roadmap to whatever it is that they
desire. So the more that we can really hone in and
on what their next step is for them, it's super

(15:00):
helpful for them, too. And they definitely respond well to
that. Yeah. And let's just
make it really clear, and let's just go back
to this point around algorithm changes. We've had a few
blackouts now on social media. There was one recently,
and if you think about the businesses that invest

(15:23):
all their efforts and their time, their money in social media,
the smart and savvy businesses out there were sending emails on that
day and making money. So think about your
strategy in terms of
how much do you rely on social media? The algorithm
is incredibly impactful,

(15:45):
and it will affect who sees your content on social
media, whereas there is no algorithm within email.
You have a lot more autonomy and freedom over how and
when you send emails. Yeah. Which is
a good segue into the next point here. We were going to talk
about ROI, but Clara and I have also had, like, a lot

(16:07):
of discussions about what does ROI
actually mean. We hear this stat thrown around all of the time, you
know, that, you know, you get, for every $1 you spend on social
media, you get, you know, $32 back.
And I think, you know, seeing that and being like, okay, how does
that translate into my business? What does

(16:31):
it mean for me? Do you have any thoughts around that?
Because we do know, you know, from
all of the data out there about marketing, that email
marketing does get the highest return on investment
for online businesses, hands down, above any marketing
channel and, like, well, above any marketing

(16:53):
channel. We're not just talking about, like, small numbers
that, like, social media is just a little bit behind. No, like, email
marketing is just far ahead in the
ROI that you can see. Do you want to speak a little bit on
that, Clara? Yeah. So if you.
If you think about the kind of the term ROI, return

(17:15):
on investment. So this is really more applicable
to or more measurable for the larger
corporate businesses in the sense that they're spending x amount on a
platform and they want to see a return financially on
what they've spent. Now, if we take a
solopreneur or someone running their business with a small

(17:37):
team, how can we make ROI
more meaningful to you? Well, let's make
this. Let's break this down. So if we think about how
much time we're spending on creating content for social
media. So if you were to take an average
week, how much time does it take you to create the reels, the

(17:59):
posts, the stories, all the content for social media.
I want you to then work out how many sales you're getting
from the time you're spending. So let's say you've spent 20 hours,
and you can then work out from that
week how many sales you're getting from the content
you've put out. Now then, I want you to look

(18:22):
at creating an email. So an
email. If you were to send one email a week, it will not take
you 20 hours, guaranteed. Unless, you know,
we want to hear from you if it's taking you 20 hours,
um, but let's say it takes you one to 2 hours max.
Let's say 3 hours. You know, if there's, you know,

(18:45):
additional content you want to include from that,
then look at how many sales you're making. Now, what we see
in, I'd say the vast majority of cases, in
fact, most, if not all cases, is that you're going to
make more money from investing two to 3 hours a week on
an email versus investing 20 hours a week on social

(19:07):
media. That's a really good way to work out
how much time to spend on each channel. Now, we are
not suggesting that you stop social media. It has a role
to play in your business, but we're looking at, we're
asking you to think about how much time you're putting
towards each channel and what the return is on your time.

(19:30):
So think about how many sales am I actually making from social
media versus sending one email. How much am I making
from that one email? I think that's a, you know that.
Yeah, that does, that's a really good way
to look at this whole idea of ROI,
return on investment. So rather than internal investment, think of the investment

(19:52):
as your time. How much money are you making for
your invested time. Yeah. Which is so important as
small business owners, because time is our
greatest asset and it's one that we also
find the hardest to, I guess,
manage because there's not a lot of it for us because we're doing so

(20:14):
much. So if you needed to make a
sale this week or a couple sales,
we're saying you would actually see those sales
come. If you spent the time on
your email, sending emails, then you should be focusing on
emails. If, however,

(20:36):
you are simply looking to grow your audience and you need more
eyes and visibility into your brand and you're looking
to just nurture and not make sales, well, then, yes, please send
time, spend time on social media, because that's what social media is
great for. You know, it's really great for brand building and visibility and getting
new eyes, but as far as actually making the

(20:58):
conversions and making the sales, that's what your email marketing does. So when
you need to make sales, send emails. Yeah,
absolutely. Absolutely. And I think another thing that we won't, we'll
touch on in another podcast episode, actually, is when
you get really into kind of setting up your email
in the right way, you can actually start to make money from

(21:20):
automated emails. And that's another layer of passive
income. That talk about saving time. Yeah, you're making
money in your sleep. But really the first step is to be really
honest with yourself and look at how much time are you
spending on each marketing channel, such as social media and
email, and just work out the return, work out

(21:42):
how many sales you're making from each channel. That's certainly a
really interesting exercise. When I ask my clients
to look at that, it's quite surprising
at how little people are making on social media. But
we never talk about it. We never. I don't think it's really,
it's this illusion on social media that everyone's making millions and millions of

(22:04):
pounds. There's probably 1% of people making
that much on social media. Yeah.
Those people don't just make their money on social media. I do not believe
they're heavily using their email marketing channels. Exactly. It's
a combination. So they're making money on social media and email.
Yeah. But we want you just to take the exercise on board and

(22:27):
think about, you know, how, what does it look like for you in
an honest view of your business? You know, where,
where are you putting your time and where are you making sales? Yeah.
And it's not just about the sales this week or the sales next week.
In the short term, what the most beautiful thing
about email marketing is, or one of, in my opinion, is

(22:49):
the long term sales, the long
term growth, the long term effects that your email
marketing channel can have for your business and for your
customers. Because
the beauty with email marketing is that it is a direct line of
communication, first and foremost. But to

(23:12):
your return customers, your return buyers
who have already gone through all of that nurturing, they
have obviously been sold on your product. They like you.
It typically costs a lot less, takes a lot
less time to get another sale from
them. And your return customers on

(23:36):
average, spend way more than a first time
customer. So the customer building and the
relationship that is available to you through emails
once someone buys, even after the sale, is
also what creates long term growth for businesses.
Yeah, 100% that's one of my favorite things about email, actually, is the

(23:59):
building the relationship, because people get to know
you and they get to know your business, they get to know what's
important about your business, you know, why you started.
They get to know about your new products or service updates, you know,
what's next. But you also get to know your clients, your
customers. You really get to build that relationship.

(24:21):
And there could be people on your list that
are simply there to learn more about you before they're ready to
buy. People might take time to buy from you, or
people might buy instantly from you. But the great thing about
having them on your email list is that nurturing aspect,
which is much harder to do on social media, actually. I

(24:43):
mean, like we said, we don't hate social media. We love
it for the idea, you know, the support
around reaching new people, reaching new
markets. But when it comes to really building that
relationship, email is a fantastic place to,
to do that. And also you can

(25:04):
really build insights about your clients, your customers,
through understanding what they're clicking on, understanding what
they're buying, how they're buying from you.
There's so much you can learn through the kind of the longer
term relationship that you're building. And, yeah,
like you said, the whole idea of

(25:27):
reaching new clients is quite exhausting, actually, and
takes time and is expansive. Whereas if you
look at the opportunity of repeat business, it's huge. When
it comes to email, I've had clients come back to me multiple times
through my email list, and I've had that for my clients as
well. Because the beauty is once someone gets to know you, they

(25:50):
want to continue working with you, or they will come back and work with you
again, time and time again. So it's so important to
build those relationships. Yeah. And what I love about
email is I think a lot of times we feel like we're just
sending, I think one of the reasons why at least other,
what I've talked to other service providers why social media is so attractive,

(26:12):
because they feel like it is more of a two way conversation
because of the likes that they are getting on the content that
they are putting out, they are receiving validation. And
with email marketing, you don't always receive
validation, especially if you're sending out emails that might
not even have like a call to action, which

(26:34):
sometimes I do like just to nurture my list or just to
like, you know, not ask them for anything. You know,
like I'm of, I don't always ask my audience for something
because I don't know, I don't want to always be asking them for something.
And so I feel like that can get pretty exhausting
if you're sending messages and you're sending emails and you're not, nobody's

(26:57):
replying back, you know, nobody's clicking on the stuff. It
feels like nobody's paying attention. Nobody likes my content. You know,
I feel like that's a story that we can easily tell ourselves
from, you know, the low interaction that we get from emails,
but that's just the way that kind of emails are. But you
can, you can ask for replies, you can

(27:19):
send survey emails where you're saying, I want to make sure
that I'm sending you the content that you want to receive. Will you fill this
out? And what I have found when we do that, we
get so much response, so many
responses because people do love
to communicate back. It's just with emails, like, we don't

(27:40):
always say, like, we don't always give reply back or whatever,
it's just kind of not always like what we're doing with emails,
but when we do send those survey emails and we do ask those questions and
we do make it more of a two way conversation, we get so
much, you know, we do get to create that connection with people
and we see that people really do enjoy that, you know. So

(28:03):
in some respects, I feel like while it may not seem like
this on the surface, email is a very personal connection
because of, I don't know, just like the act of sending emails
back and forth to people to me is very special. And
so I wouldn't discount that. Yeah, I feel like it's replaced
writing a letter in a digital world now. It's

(28:26):
actually real time. And I do think you can see,
well, you can absolutely see the effect of your
email by looking at the metrics such as your click rate. Are
people clicking through? Are people opening?
Are people buying? So there is
the, even though, yeah, I totally agree

(28:48):
with you about social media, you get that instant validation, but
with email you do actually get to see results
instantly as well. You get to see if people are engaging with
your content, which is great. We want to see that. Yeah, for
sure. And at the end of the
day, that nurture, that relationship

(29:10):
building is what, you know, really drive sales. You know, people
buy from you because they know, like and trust you
because they have a relationship with you, because they feel like
they're in the know of what's going on with your business and the changes
that you're making and the way that we make sure that people are in the
know and know, what's going on is by sending those

(29:33):
emails. So, yeah, I think
that, you know, if you can do that and you can keep people up to
date on what's going on with you just as much as you are in social
media, the return that you'll see in doing that in
emails, I don't know. There's a lot of
opportunity there. Huge amount. I mean, ultimately,

(29:54):
we are in the business of
scaling our business, growing, reaching new people. And
through our email list, we're building those relationships to
ultimately, eventually want to
convert and return to us time and time again.
And in many cases, email can represent a

(30:17):
large proportion, 40, 50% of your
business revenue wise. So
it's very much a core
channel of your business for many successful
businesses. And it can be, it can be a
fantastic salesperson for your business as well.

(30:37):
If someone's listening to this and they're like, email marketing
is not bringing in 40%, 30%, not
even 20%, 10% of my revenue,
why? Where can someone
kind of get started to focus on, to take the
first step to prioritize their email?

(31:01):
In your mind, Clara, what would you tell them if they're not
seeing that return? I think it's a really good question. Yeah, it's
a great question. I would look at your list.
How was your list created? How old is
the list? Have you nurtured the list or have you ghosted them? And
then a year later, you started to email them every

(31:23):
week? In
terms of who's on the list, are they the right audience
for your services and your products, are they interested, or have
you changed your proposition since?
So there are a number of things that we would look at and ask you
in terms of, as a business owner, are these things in

(31:45):
place? Do you have an engaged list?
How big is your audience? I mean, if we're talking 1020 people,
we highly suggest you focus
on this. Building
relevancy is the content, you know,
is the content and what they signed up for. So we want to be adhering

(32:08):
to GDPR and making sure that people are
receiving the content they've signed up for.
And then I'd be looking at the type of content they're writing about
and how often they're trying to sell.
We want to make sure we've got a good balance of educational,
community, nurturing type content

(32:32):
versus sales. If it becomes too salesy, that's
really off putting. In fact,
really, your promotional email should
really align with your business and your goals and your mission. It
shouldn't feel salesy. And that's a whole other podcast episode.
But that's, but these are the things I think, you know, at very minimum,

(32:55):
people should be thinking about. Yeah, I think, you know,
if someone's like, I'm not seeing this return on my
emails,
like you, I would, I would look at you. Where are people like, who, where
did they come from? You know, how has it been a
long time since you emailed them? And then I think I would probably just tell

(33:17):
people, like, just start sending consistent a week, weekly
email, one email a week and have it be a relationship
building email. Like focus on building back the
relationship. Focus on seeing if you can get your email list
to engage. Ask them what type of content they want
to hear from you. Ask them why they are on the list. Is

(33:39):
it, then you can get a really good view of is it in line with
what you're offering? And then if it's not, send an email that's like, I've
changed. I have different offers, I have different services or I have different
products. If you'd like to stay on, please. If not,
here's an easy way to unsubscribe. I feel like the more transparent
you can be with your email list, the better, like, you

(34:01):
get. You get such a good response. People really do respect
you when you're upfront and honest about what's going
on with your business inside your email accounts. At least that's what I'm seeing with
my clients. Yeah, I totally agree. I think confused mind
doesn't buy. So if they're, if you're, if you were selling hats
previously and now you're selling shoes and you hadn't announced why,

(34:23):
people are going to get confused and they're going to
either unsubscribe anyway, or
worse, mark you as spam. So be honest and
say, you know, I've changed direction, or this is what I'm focusing on now, would
you like to. Or I've taken some time off. Yeah. Be honest. Like,
everyone has a story behind their business. So if that's the case

(34:45):
and you've had a bit of time out, come back to your list. Don't feel
it's completely all lost, because actually you can revive a list.
So, yeah, there's a lot of opportunity to
bring your list back to life if that's the case. But I feel like we
should do an episode on that, actually. I know, right? A whole episode on reviving
the list, building your engagement. Right?

(35:09):
Because like you said, we know engaged lists buy, you
know, those are the most fruitful lists are the ones where you have
the highest clicks and the highest opens, you know, then
you can guarantee that you'll get most sales from those. So
that's why it's so important to focus on building those relationships and
nurturing your customers. And it really doesn't take long

(35:31):
to get back into the swing of that. You know, it's not like either.
Then it's going to be like months and months before you make a sale. No.
Sometimes it's just starting to email regularly again.
It really is. Don't be afraid
of getting back in the saddle and emailing. And even if it's just
like, you know, Angie says, just a simple update, email,

(35:54):
get people engaging with you again. That's the first step for
sure. And then the last point
that I had to make here was just the fact that, which you kind of
touched on was the fact of that we have ownership
and control of our list and our data,
more so, you know, than we do of our

(36:17):
other marketing channels, which,
as you can see when we have blackouts on social media.
I don't know, I think I told you this, I don't know if I've told
the listeners here this, but last year my
personal Facebook and Instagram accounts were
just taken away from me by meta. I just like

(36:39):
logged in one time and was told that I violated some sort
of law of theirs. I don't know, it was my personal account. I'm not really
sure. I didn't really look into it much,
but yeah, they just shut down my personal account and I
promise you I wasn't doing anything crazy on there. It's
just pictures of my kids and my wedding and all

(37:00):
of these wonderful memories that I do not have access
to anymore because Facebook just decided to
delete my profile. And as a
business owner who I do use Instagram
to market my business, it terrifies me
to be marketing on Instagram because of that. I'm like,

(37:23):
any day I could wake up and they're like,
nope, we just want to delete your
account for any reason. I don't know. And you hear that
happening all of the time and it's terrifying.
It really is. It's rented land. You don't own
the space you occupy on Instagram. And while there's lots of

(37:45):
opportunity to reach new audiences, and it's
fantastic for growing your business, it's rented land, it's
not something you own, whereas with email, you fully own the
list. It's completely all within your control.
The scheduling, how you manage your
subscribers, it's all within

(38:08):
your control. And I think that's really appealing to a lot of business owners, actually,
that you have this real ownership
of your data and you choose
what to do, how you wish to
use that data. And I think
it is an asset to your business if you were to look at

(38:31):
all components of your business and where the
value is, your email list is an asset. It
has value to your business. So it's
incredibly empowering, particularly when we're
building on shaky land with social media. Who knows when the next blackout
will be? I reckon there'll be another one in two months time. Like, who

(38:53):
knows? We never know why, right? We never know why they're
happening. So do you really want to do that with your business? Build it
on unstable land, on rented land?
By all means, continue to use social media, but just be
aware that, you know, people have lost their accounts and they haven't, they
haven't got them back, like yourself, which is really sad

(39:16):
because what happens to your, you know, all your own
photography and the images you have on there,
it's just. Yeah, there's no reason given,
there's no apology. It's just gone. There's no customer service. There's no
customer service. There's no one to call. No, it's just meta
deciding. It's just like this,

(39:38):
like, invisible force that just controls everything and you have no
idea what they're doing and why. Yeah. And personally, as a business owner,
I find that terrifying, too. I feel like, and I've seen
it happen so often where people just rely on
social media and then it's all taken away and it's really.
It can ruin businesses because their

(40:01):
entire following, their entire strategies
is linked to social media. So, you know, how
can you protect your business from these blackouts? Well,
yeah, start to build an email list if you don't already have one. If you
have one, start to continue to or continue to nurture your list.
We just want to make sure one of the key takeouts

(40:24):
from this podcast is to really
understand the power of owning an email list and
actually how much of it is in your control. It's
really powerful. As a business owner, yes, it
is incredibly powerful. And why we recommend
prioritizing it above all your social media channels.

(40:48):
I tell my clients, ideally, you would have
your email account at least like a strategy, an email
strategy for sending consistent campaigns, maybe even
your welcome flow, post purchase flow,
those core flows set up before we're even bringing people onto

(41:08):
the list so that we can leverage and
maximize the revenue of bringing those people onto the list,
because your email system is really
your foundation for sales. So get that in
place. First and foremost, it's going to
generate long term revenue for you as

(41:29):
you are building your list and nurturing your audience, you know,
and bringing people into your sphere from social media.
So emails really have the power to just.
Yeah, really increase the sales that you're seeing online,
but have it set up. Set it up so that it can
do that and it can work for you, because it

(41:53):
absolutely can. It really can.
I think that's it. I hope we've made our case to you. If you have
any questions, if you're like, but emails feel hard
emails, I get that all the time, too, that
emails do seem complicated. The account's a little bit more
complicated. It's not so intuitive

(42:16):
to maybe set up an email or send an email.
Then as easy it is to post on social media, we understand that there
are, you know, roadblocks that can feel super
intimidating, and yet you keep hearing us say, prioritize
emails. Emails make more of a return. And so it becomes like,
ah, there's so much pressure to do emails, but it still

(42:39):
feels so hard to do. What do you say to those
people, Clara? Because that's my audience. My audience is
like, I know, I get it, but I
still don't want to do it. I still have resistance to it.
I would say it's not as hard as you think. And I think there's so
many email can, and I won't, you know,

(43:02):
it can get highly complex for the bigger
businesses, but it's incredibly easy to start.
And even if you just start building a list
on social media, through social media and start to get people
to sign up through a lead magnet, you're in a really good place because,
yeah, the more you can have an email list, even if you haven't got a

(43:23):
consistent strategy in place, you're already
putting foundations in to your business that will help protect
you against what we've talked about today, social media blackouts. So
if there's one thing that you want to take away from this
episode, it's to start building your list. If you don't have one,

(43:43):
and if you have an email list, start to send emails regularly.
Start to nurture your audience if you're not doing so already, and
don't be so. Don't put so much pressure on yourself to show up,
like what you're seeing in your own inbox.
What I actually see is when my customers, or
when my clients kind of lean into

(44:07):
their authenticity, they lean more into
what's going on with them and how they can
connect better with their subscribers and kind of forget about what other people are
sending in the inbox. I feel like that just
creates, like, a more special, stronger connection. So don't be
afraid to be different or to be like, just

(44:29):
to put aside that little monkey brain that's telling
you you have to be a certain way, you have to send emails. You have
to have, you have to say this or that. You don't
have to say or do anything. Just say what feels right. Just
send whatever feels right. And that is what your audience will
resonate with. Yeah. Yeah. It's progress over perfection,

(44:51):
right? We want to encourage you just to get something out there,
get some learnings. Don't wait until you have the most perfect
email because it can take, it's. Never going to happen. Yeah, just, just
get it out the door. Send what you want to send.
Don't worry about perfection. Just take that
first step because you'll get the learnings, you'll get the momentum building.

(45:13):
Before you know it, you're sending, you're selling
regularly and you're starting to see those relationships build. You're starting to see sales
come in. We get caught up in perfection. So
progress over perfection. And plus you'll start
to learn. That's how you learn. What your audience responds to is by
sending things and trying different things and then seeing the

(45:35):
stats, you know, did the click rate go up when I
sent this content as opposed to this content? And then let your
audience tell you what they like to hear from you and that will just
take all the guessing out of email marketing, which is
chef's kiss, you know, send what the audience wants us to
send. Definitely. All right, you

(45:57):
guys, thank you so much. Please send us any questions that you
have on this topic. We really want to help you kind of get
over this hump of feeling like, you
know, it's okay to keep putting our emails to the side. We
really want to encourage you to prioritize your email
marketing because we want your business to make money

(46:19):
and that is how you are going to create long term
growth and long term sales with your business is focusing
on your email marketing. So thank you so much for
joining us today and we'll see you on the next episode.
Thank you. Thanks, guys.

(46:41):
You've just listened. Listen to females across the pond and beyond podcasts with your
hosts, Clara and Angie. If you like our content, dont
forget to subscribe, rate and review us on the platform of your
choice. Is there something you want to hear about for our next
episode? Email
us@femalesacrossthepondmail.com. to let us
know until next time.
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