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June 13, 2025 • 44 mins

In this episode, learn the essentials of setting up your email marketing with your own domain for improved deliverability 📨. Discover why this is crucial in avoiding spam filters. Gain insights on creating a valuable opt-in page that encourages sign-ups without complications. Plus, get a motivational boost to believe in yourself and take confident steps in building your business, even if you're not feeling 100% ready 🚀.

Find Rachel's contact info below and a link to her free email templates to grow your own list: 

Instagram: https://www.instagram.com/rachelcaborn.co

LinkedIn: https://www.linkedin.com/in/rachelcaborn/

Free email templates: https://rachelcaborn.myflodesk.com/lead-magnet-email-template

Thank you again for tuning into another episode of the Vicki Kotris Podcast! I want to support you, cheer you on a HYPE you up!! If you're celebrating anything (and I mean ANYTHING), send me a DM and let me highlight you on a recent episode.

If you're looking for support in building a social media content strategy, I'm your girl! Send me an email to vkkotris@gmail.com and we can set up a FREE account audit.

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Apple Podcasts: https://podcasts.apple.com/us/podcast/a-confetti-filled-life-podcast/id1391196589

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Vicki (00:49):
today's guest is proof that you can trade your nine to
five for freedom strategy andinbox domination.
I'm sitting down with RachelCoborn and email marketing and
launch specialists who helpsholistic coaches and service
providers turn emails into areliable soul aligned.
Sales tool.
She's written hundreds of emailsfor over 30 brands, crafting

(01:10):
everything from cozy weeklynewsletters to high converting
launch funnels.
But her journey didn't start insome exotic place like Bali.
It started in a corporatemarketing office that she could
not wait to escape afterquitting her job and booking a
one-way ticket to Thailand.
Rachel Slow traveled her way toa thriving business.
She's gone from side hustlingcopywriter to conversion queen,

(01:31):
helping her clients consistentlysell out their offers with
intention and.
Ease.
If you've ever wondered whatit's like to build a business
from anywhere and make emailmarketing actually work, then
this is the episode for you.
Hi Rachel.
Thanks for joining.

Rachel Caborn (01:46):
Hi.
What an intro.
That was great.
Thank you.

Vicki (01:49):
Absolutely.
And you're joining us from Baliright now, correct.

Rachel Caborn (01:53):
Yes.
Yeah, I've been here a couple ofweeks, so in Bali for the next
like six months.

Vicki (01:58):
Oh, that's wonderful.
Good for you.

Rachel Caborn (02:01):
the dream.
Yeah, I'm living it.
I was in Thailand before here,so yeah.
Really living the dream rightnow.

Vicki (02:07):
I can't wait to hear more about your travels, but I think
the first question that I haveis something that only people
dream about, which is walkingaway from that corporate
lifestyle and booking that oneway ticket to Thailand.
Like what was going through yourmind and what took you to that
point that was just like, Idon't want to do this anymore.

Rachel Caborn (02:26):
Yeah, it was such a interesting journey and to be
honest, when that happened, Inever expected that I would be
here now.
Like I started my business whileI was working my nine to five
and I kind of just hoped like Ican save up a little bit of
money while I travel.
Like it'd be great to do thiswhile I'm like moving around.
Um, and I could only dream atthat time that.
I would eventually be able tolike work online full time.

(02:49):
Like that was kind of just likea dream.
I never thought it would happen.

Vicki (02:52):
Yeah.

Rachel Caborn (02:52):
and yeah, so when I, when I took that job, I knew
I wanted to travel, butobviously I didn't have the
funds, so I was like, I need towork.
And I had a marketing job, so itwas great.
It was like, okay, this isperfect.
Like I wanna do marketing.
So I was learning a lot.
It was great.
And then obviously we all knowwhat happened in 2020, so we do
need to go into that.
But I was lucky to have that jobstill, and I was still working
through those years that thatwas happening.

(03:14):
Still working on my business onthe side.
And then finally when theborders opened up in places, I
was like, okay, now it's time tofinally go.
Um, just book

Vicki (03:22):
Wow.

Rachel Caborn (03:22):
and just started traveling.
Yeah.

Vicki (03:25):
That's amazing.
Was there anything thathappened, I mean obviously 2020
being the explosive year that itwas, but was there anything
particular in your personal orprofessional life that was just
gave you that extra, you know,oomph to go?

Rachel Caborn (03:42):
Yeah, to be honest, like I'd had a few like
office jobs leading up to thisand it just was never really
like where I shined, to behonest.
Like I'm quite an introvert, solike sitting in an office all
day, I just really didn't, Idunno, it didn't gel with me, so
I just didn't love it.
Um, the

Vicki (03:58):
Yeah.

Rachel Caborn (03:58):
and the people were great.
Like that particular place wasamazing and I ended up working
remotely for quite a lot of it.
Obviously everyone was workingfrom home at that time, so it
was kind of a test of like whatit would be really like to work
from home and like, I wasenjoying that.
That was fine.
Um, but yeah, like I just.
Didn't.
I didn't love it and I knew Iwanted to travel, so the main
reason I kind of left it was totravel.

(04:19):
But I guess at the time I alwaysthought that I would just travel
and then come back and get a newjob.
'cause I didn't really thinkthat working online and having
my own business was really anoption.
So I kind of expected that Iwould be coming back to a
different job at some point.

Vicki (04:33):
Yeah.
So what was the aha moment foryou?
What happened as you werebuilding your freelance career?
That was, you know, your signthat this is all gonna work.

Rachel Caborn (04:45):
Yeah.
Oh, that's a

Vicki (04:47):
I.

Rachel Caborn (04:47):
question because I guess you never really know
it's gonna work.
You kind of just have to believethat it will.

Vicki (04:52):
Yeah.

Rachel Caborn (04:53):
I left the UK and I went traveling, I moved to
Australia and I was doing like aworking holiday there.
So I was working like otherfull-time jobs while I was
traveling, while I was.
Building my business all up inthe background.
And there was one point I kindof always knew that I was like,
okay.
I was getting to a point afterthe years where I was like, I
wanna take this full time.
Like I'm, I wanna try and makethis work.

(05:13):
Like I'd had a few years of likedoing it on the side.
I was like, oh, if I'm

Vicki (05:16):
Yeah.

Rachel Caborn (05:17):
on the side, like I can get more, I can do it full
time.
then I left Australia and I wenton like a holiday, um, in
Thailand over Christmas with theplan to return back to Australia
and work for a few more months.
Um, and then the visa was endingearlier than I expected.
Like instead of like

Vicki (05:35):
Okay.

Rachel Caborn (05:35):
or four months, I only had like one month left.
So I was like, oh, there's nopoint really going back and
trying to find another job forlike a month like.
It's now or never really todecide what I'm gonna do.
Like I could either go back toAustralia for a whole new year,
but then I would be looking attrying to find a sponsorship so
I could stay.
So it would mean like finding ajob for like three years and
staying in like a marketing jobfor three years, which I didn't

(05:57):
really wanna do.
'cause I didn't really wannawork from an office and stuff.
And I was

Vicki (06:01):
Yeah.

Rachel Caborn (06:01):
now is the time.
Like, so I just, I, I'm with mypartner, we're traveling
together, so that was.
Great to have that supportsystem.
Um, but we just

Vicki (06:08):
Amazing.

Rachel Caborn (06:09):
okay, now is the time to go all in on the
business.
And that was when, yeah, I justmade the decision.

Vicki (06:14):
Amazing.
Good for you.
And I, something that I thinkholds people back because I
truly believe everyone has askill that can be marketed to
help other people.
If you wanted to be afreelancer, you could pick
something, lean into that skillas much as you could, learn as
much of it as you can and beable to offer your services.
So I really think that it's anundertapped and underutilized.

(06:38):
Thing that a lot of people don'trealize how much power and, you
know, gifts that they have thatthey could be able to share and
use.
So, uh, but what I think holdspeople back is the idea of
working with clients.
So is there something thatworked for you in connecting
with freelance clients once youdecided to make that leap?

Rachel Caborn (06:57):
Yeah, I

Vicki (06:58):
Yeah, I think,

Rachel Caborn (06:59):
so true what you're saying.
Like it's definitely somethingthat you can learn, like if you
want to do it, there are so manyskills that you can already use
or you can pick up like, and Ithink, like you say, a lot of
people.
The whole idea of trying to goout on their own and like find
clients and like get started isreally like daunting for some
people.
And the way I started at thevery, very beginning, because I

(07:19):
had no idea like how to,obviously I had a job and I was
like, I just wanna work on theside.
Like for myself, how do I getstarted?
Started.
So I started with freelanceplatforms and like I know they
can be very hit and miss, likepeople hate them because they're
competitive and they're like lowcost and all the things.
But when you're

Vicki (07:36):
Yeah.

Rachel Caborn (07:36):
out, I really thought it was a really good
place for me to get exposed topeople actually looking for
jobs.
I could see what other peoplewanting.
I could try different things.
And especially when you are abeginner and you maybe don't
have a lot of experience like Ialready had.
Obviously worked in marketing,so I like knew how to do some
stuff, but I didn't have

Vicki (07:53):
Yeah.

Rachel Caborn (07:53):
clients, I didn't have testimonials.
So like starting out there wasreally, really helpful.
And then once I started toactually get some work, get some
testimonials, that's when youkind of have to start building
your personal brand.
You know, showing up on socials,starting your email list, doing
all the things.
Um, but yeah, I think getting inthere.
Even like free freelanceplatforms or through your
network, like people you alreadyknow who are looking for like a

(08:16):
skill, you might have to juststart learning, I think is the
best way

Vicki (08:19):
Yeah.
I totally agree with that.
I think that using the peoplethat we know who don't even know
what it is that we offer, whatour, our specialty is, that's
what worked for me over the pastyear and a half as I marketed my
freelance services to, is juststarting with the people I know
and who I could help.
So I am, I fully buy into that.

(08:41):
And since you are the emailmarketing queen, I wanna talk
about that because I.
At many times have to haveconversations to convince small
business owners that email is aspowerful tool as it is.
Um, instead of everyone lookingat the bright flashy lights,
which is social media, gotta beon social, have to do this, have

(09:02):
to post, make reels, which I ahundred percent agree with, but
I think there's so much power inemail marketing and I've seen it
come to life myself.
So.
For someone just starting outwho doesn't have an email list,
who hasn't prioritized it, whatare maybe one to two tips that

(09:22):
you would give them and where,where to start?

Rachel Caborn (09:26):
Yes.
Oh, there's so much I can speakon this.
Like I feel

Vicki (09:28):
I.

Rachel Caborn (09:29):
like exactly like you say, people don't prioritize
it because I guess it's kind ofquiet, like it's in an email
list that you're not seeingpeople like it's one-to-one,
almost like you land insomeone's inbox and people are
not seeing.
Seeing that because it happenskind of behind the scenes.

Vicki (09:44):
Yeah.

Rachel Caborn (09:44):
but there are so many, so many reasons that you
should start it.
And my biggest tip is like,start now.
Like no matter how early you arein the process, start building
your list now because it's thesame, like when you're growing a
social media account, it takestime.
Like it takes time to like getthose followers.
And figure out how's best topost.
The same thing happens withemail, right?
Like it takes some time to likeget your subscribers and find

(10:08):
your own groove with likeemailing and stuff.
So I think start early is thebiggest thing and start emailing
as soon as you get those firstfew subscribers.
Like I speak to a lot of peoplewho have started their email
list because they know theywanna do it, they know it's
important, um, and then theystart getting all these
subscribers and they don't emailat all for months.
And then they just start.
Getting all these subscribers ontheir list, but because they

(10:30):
don't email those people, likeforget why they signed up.
They forget who they

Vicki (10:34):
Yeah.

Rachel Caborn (10:35):
go cold, basically.
That's the word for it.
You know, they go cold, they'renot as interested, and then by
the time you actually startemailing them, they're not as
engaged.
They're no longer applied.
They're not good leads anymore.
as soon as you get those firstfew people on your email list,
start emailing them.
Like for one, it's good becauseyou are getting them engaged
from the very beginning, sothey're gonna stay connected to

(10:55):
you.
And two, like they're interestedin what you're offering right
now.
Like they've joined your listwhenever they're interested in
you and what you are offering.
So now is a perfect time toconnect with them.
And also, especially if you'restarting out, like it's really
good to start not evenpracticing emails, but getting
used to emailing and gettingused to like.
What you can do with it as wellin the beginning with those
first few people before you dohave huge lists and then you

(11:17):
decide, what do I do with itnow?
So, yeah.

Vicki (11:20):
Yeah.
You know, the one commonquestion that I get a lot is the
same that comes up with creatingsocial media content with, which
is.
What if I don't know what toemail?
What if I don't have a topic?
What if there's nothing going onin my business that I could
share that's noteworthy?
So what do you tell people whohave that kind of writer's

(11:40):
block?
Or just they're kind of stumped?

Rachel Caborn (11:43):
Uh, there's always so much that you can
share.
Like you have to think aboutyour, like whoever's reading an
email, your ideal client andthink about it from their
perspective.
Like, they don't know you, like,you know, you, so I'm

Vicki (11:54):
Mm-hmm.

Rachel Caborn (11:54):
something that you can share that would be
helpful to them.
Um, like think about where theyare in their journey and like
what you would tell them, likewhat advice you would give them.
Um, what.
Stories do you have from yourother clients that have showed
the transformation?
So like I'm sure there have beenclients that you've worked with
who are exactly in theirposition now.
Like what would you share withthem and also like your own

(12:15):
personal experiences, like inyour business and how you've
done the thing.
Obviously it depends on like.
Whatever it is that yourbusiness is about, but your
personal story so that they canconnect with you on that deeper
level.
Because people wanna like workwith people and read from people
that they feel like they trustand they feel like understands
them and you know, they're on asimilar level, they're aligned
in values and stuff.

(12:36):
So share your personal stories,share things that have happened
that you can connect, likewhatever your ideal client would
need to hear in their part oftheir journey.
Like share that I think.

Vicki (12:47):
That's a great suggestion and I, I agree.
I think it comes with, you know,especially with small business
owners, we all have the luxuryof telling our story in a very
personal and vulnerable way,versus a brand like I.
You know, I'm just like throwingsomething out like Pepsi Cola or
something.
You're not gonna get an emailfrom Pepsi that shares some kind

(13:08):
of vulnerable, you know, familymoment or less like, you know,
life lesson, something likethat.
But as small business owners, wehave the opportunity to do that,
which is such, again, a greatway to connect with your.
With your target market or forthe person who needs your
service.
So I, I buy into that so much isthat it's, you know, not

(13:32):
necessarily using it as a diary,but using it as a way to be open
and be vulnerable.
Um, do what, oh, go ahead.
Sorry.

Rachel Caborn (13:41):
No.
Yeah, I was just gonna agreewith you completely.
Like, um, there's so much youcan say and I always,'cause I've
ridden emails for like, productbase, big brands, big companies,
and obviously service providersand coaches and personal brands.
And they are very different.
Like if you receive an emailfrom, uh, product brand like
skincare, it's, it's reallyabout the products.

(14:02):
There's really no like, personalstories in there.
Like they might send you helpfuladvice and tips and stuff, but
it's really not.
It's not personal at all, andthat is a huge benefit you have
as like a coach, a serviceprovider, a personal brand is
that it's personal, like peopleare buying into you as a person,
so you really wanna share that.

Vicki (14:21):
Yeah.
So for any listeners who are onthe product side, how would you,
would you change your answerjust a little bit of.
Where they should start in Ibuilding their list.
Sounds like it would be verymuch the same as just start
marketing and start makingemails as soon as those people
come into your pipeline.
But in terms of the content, howwould you kind of separate that

(14:43):
or what are some tips you havethere?
I.

Rachel Caborn (14:46):
Yeah, if you're a small business with a product, I
definitely still think you canput in a story in there.
Like the big brands lose thatwhen you know they grow so big.
But if you're still like a smallbusiness with a, like a product
that you have and you'vecreated.
Share why you created that,because that's what people are
gonna connect to.
And then I guess also like thewhy, like why you need this
product.

(15:06):
Like what does it help with?
Again, think about the samething, like what does your ideal
client need to know and why dothey need this product?
Or what is this product gonnachange?
How is it help people?
All of these things are gonna beso useful to share.

Vicki (15:18):
Amazing.
Amazing.
Is there a common mistake thatyou see amongst clients when you
first start working with them?
Like, oh, this is when it comesto email marketing or just
digital marketing as a whole?
I.

Rachel Caborn (15:33):
Yeah, I think with email marketing especially,
people like to just share liketips, like they value is the
thing they love to do becausethey wanna be seen as helpful.
So they will send emails withlike lots of tips and stuff,
which is great.
But there are a lot of otherthings you need to like bring in
there as well, like.
The client stories is a part ofthat.
Your own stories, because youwanna show authority in your

(15:54):
space as well.
You wanna share the experiencesyou've had.
'cause if you're just sharingtips all the time, it's hard to,
for them to connect with you asa person or see like how you've
helped other people.
So you nearly really need tothink about it on like a broader
scale.
But yeah, tips are great, butjust don't stick to just those.
I think that's one of thebiggest mistakes a lot of people
make.

Vicki (16:14):
Oh, that's interesting.
I wouldn't think that that'swhat you were gonna say, but it
makes a lot of sense because itis true.
It becomes really stale after awhile without putting any
personality behind it.

Rachel Caborn (16:25):
Mm-hmm.
Yeah, a hundred percent.
And I, I guess that's like themost common one.
But I also see a lot of like, Iguess like more technical
problems that I see people do.
So like obviously we all know asubject line.
It needs to be.
The biggest hook when you, um,get an email because that's what
make people open it.
But I see a lot of people notfilling in the preview text.
So this is like a little, um,bit of text underneath the

Vicki (16:48):
Oh

Rachel Caborn (16:48):
line.
It's just as important reallybecause people are gonna see
this first, and again, it'sgonna help them to open it.
So make sure you always

Vicki (16:54):
yeah.

Rachel Caborn (16:55):
because a lot of people kind of forget that that
exists.
Um, the second big thing I seeis.
A lot of people when they'restarting out, they will send
their emails from like a Gmailaccount or an Outlook account.
When you're setting up emailmarketing specifically, you have
to make sure you have your owndomain.
So this is like what you use foryour website.
It'll be like your name at yourdomain.

(17:16):
Your business name, whatever itis, dot com instead of like at
Gmail.
And this is really important,especially in the beginning
because it's all aboutdeliverability.
So like your emails, they willland in people's inboxes.
Like that's kind of how itworks, obviously.
But sometimes they can land inspam or sometimes there can be
flags that basically say, thislooks like.
Spam.
And if you're emailing like massemails from your marketing for

(17:39):
your, for your email marketingfrom a

Vicki (17:40):
Yeah.

Rachel Caborn (17:41):
or Outlook account, that's when inboxes
flag it as spam.
So you need to have that, um,domain set up.
And there are a few other thingslike technical things like your
um, D Mark and your SPF recordsset up so that again, like
verifies and basically showsinboxes like.
You are verified, your legit,you are not spam.
So it's

Vicki (17:59):
Okay.

Rachel Caborn (18:00):
to do that in the beginning so that you have a
good reputation.
So those are two like thatpeople sometimes skip in the
beginning.

Vicki (18:07):
Yeah, absolutely.
And I'm guilty of no previewtext and, um, when I first
started I was sending to gsending from Gmail.
So absolutely, I I wouldprobably be your worst
nightmare.
Um, a year and a half ago.
Um.

Rachel Caborn (18:21):
people just dunno do they in the beginning?
Like, how are you supposed toknow that if you are just
starting out?
So that's one of the reasons whyI love speaking to people,
especially in the early stages,because I can tell them all
these things so they don't yeah,have to mess up and fix it later
on.

Vicki (18:35):
Absolutely.
Yeah, absolutely.
And because we're talking somuch about email marketing,
something that comes up a lotis, well, how do I gather
people's emails where.
Opt-ins are amazing and, um,digital downloads, however we
wanna structure those.
So I'll, because you're theexpert, I want you to talk about
what is a, what makes a goodopt-in, and what are some things

(18:57):
that you've helped or designedfor clients that gets them the
highest rate of, um, a, areturn.

Rachel Caborn (19:05):
Okay.
So I think the first thing is itneeds to be valuable.
So like, again, put yourself inyour ideal client's shoes and
think what is the one thing theyneed right now that's gonna help
them?
I.
At least some step of the way.
Like obviously you can't givethem your full solution, like
your offer is the solution totheir big problem.
But what is one small part ofthat problem that you can solve

(19:26):
and get really specific.
Like don't try and make a guideor a video that has everything
in it, like it just needs to bea small quick fix for them.
Um, especially because it'ssomething free, right?
Um, so you wanna create that inwhatever format it's gonna look
like.
Videos are really great.
I feel like a lot of people thatdo like recorded, um,
masterclasses and stuff, thoseare really great because people

(19:47):
just want a quick fix.
Like I say, they're getting afreebie.
They just want something quick.
So they wanna watch a video.
It's easy for them, and they canquickly implement something from
it.
So I think the number one thingis having value and when you
create the opt-in page for it,like again, keep that in mind.
Like show the biggest piece ofvalue that they're gonna get
from it and the reason they'regonna sign up and don't make it

(20:08):
super difficult for people tosign up.
Eva.
Like you only need a short pagewith the main thing so that they
can go straight on that,understand straight away why
they need this, and signstraight up.
Like it doesn't have to becomplicated.
And then when they download.
Um, the freebie or when theywatch the masterclass, you wanna
make sure you're following upwith emails.
This is a really big part, likea lot of people, they might just

(20:31):
create the freebie and send itout there, and then there's no
follow up.
And like, yes, your, your personthat's downloading it might know
you a little bit from social orwherever they've downloaded it,
but this is still your chance toreally like, introduce yourself
and like get to know them.
Like, think about it, you arecreating a.
Relationship here with yoursubscriber, and this is the very
beginning when they first signon.
So you wanna create some emailsthat are gonna really start

(20:53):
building that relationship,telling them who you are,
telling them what more you doand like what's the next step if
they want to move on with you ordo something else, telling them
how you help and.
It's really just the start ofthat relationship.
So putting in that sequence inthe beginning is really gonna
set you up, um, for a long-termrelationship with the
subscriber.
So I think those are the mainthings at the beginning when you

(21:16):
wanna get people onto your list.

Vicki (21:18):
And in terms.
Of where we're placing these.
I mean, the obvious answer isthrough our website, but are
there any other strategies thatyou have with your clients of
where to put opt-in offers thatreally help drive that
engagement?

Rachel Caborn (21:32):
Oh, there are so many places.
So yeah, definitely wanna put iton your website.
On your website.
You wanna have like a signupfor, uh, like a newsletter as
well.
So anything that's just ageneral opt-in, you can have
that.
You wanna have the freebie, youcan have it as a popup on your
website too, so that peopledon't have to go searching for
the page.
So those are great places,obviously your social media.
So you

Vicki (21:52):
Mm-hmm.

Rachel Caborn (21:53):
you wanna be posting about it, um, on your
Instagram or your LinkedIn,wherever you are posting about
it a lot as well.
Like, you don't wanna just postabout it once, keep.
Talking about it and like bringup the different things that
come out of this freebie, right?
You don't wanna just post aboutit once and forget about it.
'cause people won't see that.
They need to be reminded.
are the main places.
Um, obviously if you do likecollaborations and events, so

(22:15):
like think Facebook groups orlike summits or wherever you go
where you're connecting withpeople, you wanna give them a
chance to opt into this three Btwo because likely they're
interested it as well.

Vicki (22:27):
Yeah.

Rachel Caborn (22:27):
the other one, um, is paid ads.
So eventually, like if this is afreebie that you've using as
part of an email marketingfunnel that's leading people
into like paid offers, then youcan run ads to it as well.
Again, finding new people thatare gonna be interested.
So really think about where yourideal client is and who

Vicki (22:45):
Yeah,

Rachel Caborn (22:45):
gonna help, and you can go to those places.

Vicki (22:48):
that is amazing advice and I think because it is, it's.
So easy to get trapped into oneplace, like thinking that your
website is your engine foreverything.
Um, and I, what I always explainto my clients is all of these
things really work together.
So you can't really say, I'mgonna put all of my eggs in my

(23:11):
website basket because how willpeople find it?
Or, I'm gonna put all my eggs inmy social media basket.
But then where are we drivingpeople to?
What customer journey are wecreating for them to.
Experience.
And so I'm really big on thattoo.
And diversifying where peopleare, are connecting with content
and able to really connect intoour internal community.

(23:32):
'cause I really think that'swhat we're all building through
being small business owners isour own community where we can
help serve.

Rachel Caborn (23:39):
Yeah, a hundred percent.
Like you have to think about thejourney that your customer's
going on.
Like, okay, they might find youon social, like that might be
the first place, but then whathappens next?
Like you, there's the algorithmthat means they might find you
for a week and then they neversee your post after that, or I.
do they go after that?
So you wanna make sure thatyou've got like a funnel guest,

(24:00):
like a journey for them.
You, you wanna bring them ontoyour email list so that you're
showing up in the inbox everyweek or however often.
Uh, you wanna make sure you havea website there so that you can,
when you've started emailingthem, you can lead them to sales
pages and other content on thepage to give them more
information.
It's all part of the journey.
And I have to think as well,like.

(24:21):
subscribers are gonna come fromdifferent places.
Like your customers are gonnacome from different places too.
So you can't just choose theplatform that you like the most.
Like a lot of people might picksocial'cause they enjoy

Vicki (24:30):
Yeah.

Rachel Caborn (24:31):
like, well where are your, where are your people
at?
Like they're gonna be indifferent places.
You have to be there for them aswell.

Vicki (24:37):
Very true.
Very true.
And since you do you, you havekind of this dichotomy of.
Building email sequences andemail marketing.
But then it also sounds likethat you help clients with
bigger launches.
So how, how does that differ, orwhat should our listeners be
thinking about if they'relaunching a product, a service,

(24:59):
a new course, um, you know, likewhat is different about the
launch versus just the everydaykind of email sequences?

Rachel Caborn (25:08):
Yeah, that's a good question.
A launch.
There are so many things you cando with email and so you wanna
make sure you are starting waybefore you are actually ready to
say, Hey, this is live.
Like, it starts way before.
So start getting your list,start talking about whatever the
launch is about, um, to preparepeople.
I think the main thing is it'sall about, you've gotta warm up
your audience.

(25:29):
Ahead of that launch, get themready.
Get them understanding why theyneed whatever's coming, and make
sure that you are top of mind aswell, that you've shown what you
do and why you are the person todeliver this thing, so that by
the time the thing actuallylaunches, they're already
thinking about you.
They already understand why.
They need this thing and theyalready understand like the
problems you solve and how youhelp people.

(25:50):
So it's really like preparing inadvance.
And then when it launches, youare gonna have another like
sales strategy after that tolike again, tell people why they
need this.
Build some urgency in there.
Like there's a whole structurethat you can put in place.
I think.
The launch, it's, it's not justabout like, like normally you
might be sending like weeklyemails, like we talked about

(26:10):
before, like the stories, thetips, the advice.
This is when you really wannaget really super focused.
So you're talking about thelaunch, you're reminding people,
you are showing up probably alot more frequently as well,
because you wanna keep remindingpeople what's happening, why
they need this state, andgetting really specific at the
problems you solve.
And.
Yeah, there's so much you cando.
I think another thing is likesegmenting your list so it

(26:32):
sounds complicated, butessentially just means emailing
the certain emails to people whoare interested.
So let's say that you createdlike a masterclass, a free
masterclass or something tolaunch your um, paid offer.
Those people have shownparticular interest, so there
might be things that you want toemail them specifically aside
from your usual list that youwanna make sure that they are.

(26:54):
Getting extra attention orgetting extra details because
they've shown interest or likesay you've created a wait list
for this launch as well.
You might be able to ask themquestions about, well, I'm
creating this offer.
Um, join the wait list and like,tell me more about what you
wanna see from it.
And, and you can really liketailor their emails to be super
specific to the people that areinterested versus like on social

(27:15):
where you're just posting toeveryone.
This makes it so that you canreally target your launch, that
people are getting exactly theright information, they're
interested in the most.

Vicki (27:23):
Amazing.
Yes.
And segmentation, I think forthe non-techie person sounds
really overwhelming.
It sounds really complicated.
Um, and so do you have aparticular.
Like email service that yourecommend, or do you have one
that's easier for thenon-technical person to set up
where they can build their owntags or segments that could work

(27:45):
for this exact purpose?

Rachel Caborn (27:48):
Yeah.
And it does sound complicated,but you're, it's so right, like
it's not that difficult at all.
It's

Vicki (27:53):
Yeah.

Rachel Caborn (27:53):
of them as like.
are sending emails to specificgroups of people.
So essentially, let's say youhave created a masterclass, like
we said, like a freemasterclass, that you're getting
people to join and sign up for,that you're gonna hopefully sell
your paid offer.
when you create the opt-in pagefor that, you're gonna create in
the backend a tag that saysMasterclass signups really easy.

(28:15):
And then you can then.
Send specific emails to themlike, oh, the masterclass is
starting in one week.
Like don't forget, here's allthe details.
And you send it to everyone inthat segment, in that tag
masterclass, signups.
And then afterwards themasterclass has happen.
Same thing.
You can send them a specific onethat says, you know, here's the
replay.
What did you think?

(28:36):
Et cetera.
All this information again tothat specific tag.
And I think that's kind of.
The basics of how you can use itand then you can build it from
there.
Like it can get complicated whenyou have lots of different tags
and things going, but like, justkeep it simple and remember that
it's only sending emails tospecific groups of people.
Um, another kind of way to thinkabout it is like, even if you

(28:56):
haven't created the tag on yourown in terms of like an opt-in,
it might be people who have gonecold, for example, they haven't
opened your emails for like.
A couple of months or whatever,and your service

Vicki (29:07):
Yeah.

Rachel Caborn (29:07):
service provider is probably gonna say, these are
your cold subscribers.
That again, is another segment.
It hasn't got a tag in the samesense, but it's still a group of
people who you can send aspecific, um, set of emails to.
Um, so again, like if you're, ifyou see this cold group of, um,
subscribers, you might wannasend them targeted emails to say
like, Hey, we haven't signed upin a while.

(29:28):
Like, how can I help you?
Same with

Vicki (29:30):
Yeah.

Rachel Caborn (29:30):
you've got.
A, um, product based business,you might not have set up the
tag, but you've got people whohave recently bought or haven't
recently bought, or maybe theyhave, shopped around at your
website, but they didn't buy.
So they'll have a specific tagas well, and you can email them
specific things.
So again, it's just thinkingabout who are different types of

(29:51):
people in my, uh, list, likewhat are these different types
of people doing and

Vicki (29:56):
Yeah.

Rachel Caborn (29:56):
send them specific emails to what they
want to see?

Vicki (30:00):
Totally.
That's a great explanation.
And I just wanna add to thattoo, that it's, it's no
different whether you have asmall list too.
You know, whether you have ahundred people, you can still
build segments out of it and,and market specifically to those
that are most interested orconnected to your, your product
or service.
So I love that you explainedthat it.

Rachel Caborn (30:20):
Yeah, and you should definitely start doing it
from day one.
Like as soon as you have thoselists and you are getting people
from different places, just mark

Vicki (30:27):
Yeah.

Rachel Caborn (30:28):
they're coming from.
Because the very beginning itmight not seem like you wanna
send them a specific email'causeyou're getting people from
different places.
But then it's gonna be reallyhelpful to see, you know,
especially as you do start togrow, where the people have come
from and then where you canstart sending them personalized
stuff.
So definitely start that as soonas you start the list.

Vicki (30:47):
Amazing.
Do you have a, a, a likespecial, a, a special client
story of someone that you'veworked with either on a launch
or developing their emailmarketing strategy that had a
lot of success, that they werejust like maybe not naysayers of
the power of email marketing andthen really saw a

(31:08):
transformation?
Is there one that like sticksout to you?

Rachel Caborn (31:12):
Yeah, I'm working with a client at the moment and
she had built up a list for along time.
Like she had like a freebie andstuff, and she was, so, she was
getting subscribers into a listand, and growing it up.
She had about a thousandsubscribers altogether, but
she'd never emailed them, likeshe never had anything set up.
She didn't.
Really, no, like she was sendingemails from like an Outlook

(31:33):
account as well.
So she was collecting all thesesubscribers, but nothing was
happening.
And even when people weredownloading the freebie, like
they weren't getting any sort ofintroduction after that.
They were just getting a, okay,here's your freebie, and that's
it.
So.
We really had to start almostfrom the ground up, like we have
all these subscribers, but likehow do we, start this email list

(31:54):
from, from scratch essentially.
Like, how do we fix and, andkind of improve what you've got?
So a few things.
There's obviously gettingeverything set up and getting
all of those, you know, thedomain set up, the, all of the
background stuff to make surethat her emails are not landing
in spam because some of themwere in the beginning and how
would she even know that, likeshe didn't know.
and then it's also making surethat the freebies and the lead

(32:17):
magnets that she had, um, thatactually going somewhere and
they're having an introduction.
Like she was, she had a, afreebie on like a different, um,
of.
System or whatever.
They were coming in from adifferent place and those

Vicki (32:31):
Mm-hmm.

Rachel Caborn (32:31):
even being captured anywhere.
So obviously we had to make surethey were coming into our email
service provider so we couldactually email them.
'cause she didn't have that inplace either.

Vicki (32:40):
Yeah.

Rachel Caborn (32:41):
we made sure that was all set up and that they're
getting, um, a welcome email sothat when they actually joined
that understanding what's gonnahappen next, like what else is
going on?
What else can they expect fromthese emails?
How else can they work with her?
And then what we're also doingis then, you know, setting up a
newsletter.
So they're going out every weekso that her audience is starting
to connect with her and startingto hear from her.

(33:03):
Um, because obviously theyhadn't in so long.
And then as

Vicki (33:06):
Yeah.

Rachel Caborn (33:06):
started setting that up, like we're getting
people responding who are sayinglike, oh, I'm so excited to read
this newsletter.
Like I'm.
this was so much valuableinformation for me.
Like I can't wait.
And she's still getting repliesand stuff from people now who
are like, oh, I read these and Ireally enjoy them.
like recently, I was asking herlike, oh, you know, who have you
booked calls with recently?
Like, who's been, you know,showing interest in the offers

(33:27):
and things?
she showed me like, oh, this oneperson who I've just sent an
invoice to, like, we're gonnawork together.
And I looked through and I sawthat this particular person had
been reading every single emailthat.
They'd like what we'd sent outin the past few weeks.

Vicki (33:42):
Amazing.

Rachel Caborn (33:42):
shows like how much impact this is having.
Like this person obviously hasbeen opening their emails every
single week and now they'vebooked a call and now they've
worked with her

Vicki (33:51):
Yeah.

Rachel Caborn (33:51):
might not see it as well, like, you know, all
these people are opening emails,but they're not necessarily like
responding or being loud likeyou can't see on social media
that they're liking or likecommenting because they're just
reading quietly.
But then it all kind of buildsin and then they're finally
taking action and like bookingthe call and then working with
her.
And yeah, that was just a reallygreat transformation to see

(34:12):
like, you know, this list thathad had, nothing happened to it.
All these people, she was justgathering and now we're

Vicki (34:17):
Yeah.

Rachel Caborn (34:18):
we're connecting with them.
We are like buildingrelationships with them and it's
kind of like, you know, sheshows up on social media all the
time and now it's like doublingthose efforts a little bit
because, you know, she.
Her audience is seeing her onsocial media, but now they're
also seeing her in the inbox andit really is helping to like,
like you say, with themultichannel like marketing,
it's really helping her to likeshow up in different places

(34:40):
where her audience

Vicki (34:40):
Yeah.

Rachel Caborn (34:41):
build that connection.
So that was

Vicki (34:43):
Yeah.
That's amazing.
I think.
I hope everyone that's listeningto this is listening to the last
five minutes of you speaking.
'cause I think that's that just.
Sums up the power of all of it,that it's showing up in
different places and it'sbuilding an experience that
people can work their waythrough as they continue to

(35:05):
connect with you.
So it's crazy that she had athousand subscribers and just
was sitting on this like pile ofgold and didn't do anything with
it until recently.
Which is amazing too, because itdoes show as you build your
audience, the people who.
Are there for, for you and forwhat you bring to the table.

(35:26):
They will, will be your stands.
They will stay.
They are the ones that are gonnaread that material no matter
what, whether they got added ina year ago or today.
So I, so my, my takeaway fromthat is it's never too late to
start.

Rachel Caborn (35:41):
Yeah, and, and like, don't get me wrong, she
definitely had some unsubscribes

Vicki (35:45):
Sure.

Rachel Caborn (35:45):
looking through them and was like, oh, this
person is like an old person Iwork with, or This person isn't
my ideal client anymore.
So like.
If you wait so long, like youprobably are gonna have people
who are, are not interestedanymore.
And like, that's okay because ifthose people aren't interested,
they're not your person.
But maybe if you had

Vicki (36:02):
Yeah.

Rachel Caborn (36:02):
ago, they would've been, so obviously it's
best to start, as soon aspossible.
But like if you are sitting onpeople now and you haven't
emailed them, like yeah, don'tthink that it's too late and
like, oh, I've, I've wasted allthis time.
No, you can still make

Vicki (36:15):
Yeah.

Rachel Caborn (36:16):
work more for sure.

Vicki (36:17):
Absolutely.
Absolutely.
I, I always like to transition alittle and talk about your
experience as an entrepreneur inall, you know, in all of the
folks that you've worked with inbigger brands and smaller
businesses, what has been yourbiggest takeaway in building
your own personal brands?
Like what have you learned mostabout yourself and through this

(36:39):
whole experience?

Rachel Caborn (36:43):
That's a big question.
I think, I guess there are twothings that I've learned, I
guess in terms of like businessside and personal side.
So I guess like business wise,um, I think you have to not be
afraid to go out there and showup.
Like in the very beginning, likeI said, I was on freelancer
platforms and I didn't reallybuild a personal brand until.

(37:04):
A little bit of a way in.
So I think that is a huge thing.
Like you do need to show up andyou do need to show up on
different platforms as well,like we said, like where are
your ideal clients?
So don't be afraid to show upand show a personal side, like
build a personal brand.
People are gonna be interestedin you and your story.
And I think as well in thebeginning, like.
A lot of people, they think theydon't have enough skills because

(37:26):
they're just starting out.
They think they're not like goodenough, they don't have enough
knowledge.
But you'll always have somethingthat you can help someone with,
like even if you're early in thebeginning.
So like don't be afraid to shoutabout that and be confident in
what you can do.
'cause there's always gonna bepeople that are better
experienced.
You have something you can helpsomeone with.
So I think being confident tobuild that brand and just talk

(37:48):
about it and share is one of thebiggest things I've learned
because I think a lot of peopledon't do that in the beginning.

Vicki (37:53):
Yeah.

Rachel Caborn (37:53):
like personally as well, this whole journey of
like building a business.
You have to have so much likeconfidence and self-belief in
yourself to do it.
And I think that's one of thebiggest things that I've like
had on this journey of like, youhave to believe in yourself.
You have to have the confidencethat you can do it.
Um, because yeah, you arestarting this business.
You want other people to believein you, so you have to start

(38:16):
with the self-belief fromyourself first.
For sure.

Vicki (38:19):
Yeah.
I love that you said that.
And do you think that has comemore from gaining experience in
working with clients?
Or do you, I.
Do you feel like you've had thatsince the beginning of just
feeling like you know who youare and you are here to serve?

Rachel Caborn (38:36):
Yeah, I think it definitely didn't come in the
beginning and I always used tothink like, oh, the more like
testimonials and the moreexperience I have, like that
will give me proof and like it

Vicki (38:45):
Yeah.

Rachel Caborn (38:45):
does

Vicki (38:46):
I.

Rachel Caborn (38:46):
Like obviously taking action is the thing that
is going to give you confidence,but I also think you have to
start.
And, and make the action firstbefore you feel confident enough
and ready.
So it's like go out there andjust, even if you don't feel a
hundred percent ready, even ifyou don't have all the
experience and all thetestimonials, focus on what you
can do, do that.
And that's how you're gonnabuild the confidence and that's

(39:08):
how you get the momentum to keepgoing.
But yeah, I feel like

Vicki (39:11):
Yeah.

Rachel Caborn (39:12):
definitely wasn't there in the beginning for me.
And like, it's hard, like ifyou're starting out something
new, you don't automaticallyfeel like you're gonna.
Yeah, I dunno.
Just be the best at it becauseyou are new,

Vicki (39:22):
Yeah.

Rachel Caborn (39:22):
you just have to know that you can do something
and then just keep going fromthere.

Vicki (39:27):
Yeah, I believe that a hundred percent, and I obviously
travel and experiences is sohigh on your priority list.
As an entrepreneur, as abusiness owner, which is
difficult to maintain, scheduleand create time management,
create systems for yourselfthat.
Make your business still run,even though you're not in a, a

(39:50):
typical kind of office settingor coworking space that you go
to every day.
How do you make that work foryourself or what's a, what's a
tip that you would give?
I.

Rachel Caborn (40:00):
I think you, it's difficult because you have to
make your business work for you.
So like what I'm doing might notwork for someone else.
So I've really kind of, I thinka big one for me is like the
time zone aspect.
So obviously I'm working with alot of people who are in the US
we're like 12 hours apart.
So the way I have to kind ofcreate my business is kind of.
Around that, like, and make surethat my clients know what's

(40:23):
happening.
We have a call when we need acall, but we are not constantly,
you know, needing to be in the,the same time zone.
So I just make sure that myprocess kind of has that built
in.
Like I have project managementboard so clients can go in and
see what's happening even whenI'm not there.
Um, but I think it kind ofdepends on your business too.
Like, I still work a nine tofive because that's what works

(40:45):
for me.
But obviously my clients aren'tworking those same hours, but
I've made sure that how I'mcommunicating them with them
does work for that.
So yeah, I think you kind ofhave to find what works for you
and like, yeah, it's, it kindof, yeah, find what works.
What works for you.

Vicki (40:59):
No, that's a, that's great advice too.
And the idea of being anentrepreneur is that you.
Can create this for yourself.
And I struggled with that forquite a few years of thinking
that I had to be in the samemindset, the same hustle zone,
the same available all the time,answering my phone all the time.

(41:19):
And in the past couple years,I've kind of slowed that down,
but I, it's a, it is a mindsetshift.
To step into the person and, andremember why it is you started a
business, which is to giveyourself flexibility and a new
life experience.
Not to just rinse and repeateverything that you've learned
up until this point fromcorporate or, you know, societal

(41:40):
just markings and culturally andthings like that.
So I, I think that that's sotrue.

Rachel Caborn (41:46):
Yeah, a hundred percent.
Like when I started, I very muchin the same mindset of like
corporate.
You kind of just keep operatingon the same because you're so
used to it.
It's kind of ingrained and youthink other people work like
that, but you really have toremember that there is no rules
really.
You can do whatever you want todo and you can't assume that
people wanna work in a certainway either.

(42:07):
Like you can create whatever youwant to create, and that's the
beauty of it.
Like you can do whatever youwanna do.
I guess.
Definitely at the start, for me,I was like.
I almost felt guilty for takinglike a morning off or something
just because I thought I neededto be working all those times.
But

Vicki (42:22):
Yeah.

Rachel Caborn (42:23):
no, I can take a morning off and, and go to a
yoga class and it's totally finebecause I've built my business
around that.
And you don't have to work thehours either.
Like your value isn't equated towhen you are sat down and
working.
It's what you've created andwhat you're building.
So yeah, definitely step outsidethe box and just dream about how
you could actually run yourbusiness, because it doesn't
have to be the same as anyoneelse really.

Vicki (42:45):
That's a mic drop moment.
That was, that was so beautiful.
So I'm so happy that you saidthat, and I've loved my time
with you today.
I would love for all of ourlisteners who are interested in
connecting with you to find youwhere they can.
So can you share what's the bestway to connect with you?

Rachel Caborn (43:03):
Yes, so I'm on Instagram, LinkedIn, I have a
website, so I guess we'll putthe links in somewhere.
And since we're talking about

Vicki (43:09):
Yeah.

Rachel Caborn (43:10):
lot, I also have a like free template as well.
So if you do create like one ofthose free resources, a free
guide and you wanna send thememails afterwards, I have a
template to kind of show youwhat to do.
So we can put that in there aswell if you want it.
And yeah, I think

Vicki (43:23):
Amazing.

Rachel Caborn (43:24):
bit places.

Vicki (43:26):
Amazing.
Yes.
I will link all your contactinformation in the episode
description so that everyone canfind you.
Um, but Rachel, thank you somuch for your time this morning
tonight here in the US uh, oh, Ishould say on the East Coast.
Um, but thank you.
I really appreciate yourinsight.
I think if you have so muchamazing tips to share and I

(43:47):
can't wait for this episode tocome out.
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