July 21, 2025 • 45 mins
Tired of sending emails that go nowhere while your toddler dumps out a box of cereal in the background?
This episode is your permission slip to stop overthinking your email strategy and finally let your systems do the heavy lifting.
Today, I’m chatting with Emilee Lopez, email tech and automation expert (and mom of three under five), about how to make email marketing work in the tiny windows of time you actually have as a mompreneur.
We’re digging into:
- The simple email automations every mom in business needs
- How to clean your list so you stop paying for cold subscribers
- The must-have welcome sequence to keep people from forgetting who you are
- Emilee’s “Cozy Method” for writing emails that actually sound like you and convert to sales
- How email can convert leads while you're chasing toddlers or heating up dinosaur nuggets
Emilee shares exactly how she juggles motherhood and business while letting her emails run quietly in the background. If you're running your business in naptime pockets or after bedtime, this one’s for you.
Links mentioned:
- Join the Tidy Tech Hub for only $11/month!
- Learn more about the Cozy Method (free download)
- Follow Emilee on Instagram: @emailing.with.emily
Press play and let your inbox start doing more work so you can spend more time where it matters.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome back to Mompreneur Mastery.
This is your host, Sydney o'.
Brien.
Today we're going to switchgears from talking about Instagram
strategy to email, becauselet's be real, you're sending emails
as you should be, but are theyactually making you sales and saving
you time?
If not, they should be.
So today I brought on EmilyLopez, an email tech and automation
(00:22):
specialist and a mom of threeunder five to break it all down for
you.
She gets what it means tojuggle marketing and motherhood and
how to set up systems thatwork when you can't or when you just
don't want to.
So if you want your emails torun in the background while you hang
out with your kids, thisepisode is a must.
Listen, let's get into it.
(00:42):
Welcome to Mompreneur Mastery,where we build businesses, raise
families, and skip the hustle.
That doesn't actually help.
I'm Sydney o', Brien,certified Instagram strategist, mom
of three and your no fluffguide to making more sales with content
that's strategic, simple, andyou can actually make in the small
mom cracks of your day becauseInstagram shouldn't feel like a full
time job you're not gettingpaid for.
(01:04):
If you're ready to stopposting just to stay visible and
start sharing content thatactually converts to sales and gets
you clients, you're in theright place.
Before we get into email, youhave three kids under five, is that
right?
Yes.
So I was there.
Mine are now just about five,six and newly turned eight.
(01:26):
So I live that life.
How are you doing?
Because that is like not forthe week.
I'm exhausted, honestly.
I mean, I have a four yearold, a two year old, and then a six
month old.
Yeah.
Luckily my four year old is a napper.
I hear, I hear a lot of peoplesay that like their kids grab naps
by like 2, 3.
(01:47):
But like my 4 year old, he'salmost 5 and he's going strong, so
that's amazing.
He's, he loves his midday napand if he doesn't get it, he's kind
of a little mini terror.
So naps are key for us here.
Yeah, that's amazing.
My kids all grew out of napsat like 3 years old and it was the
saddest thing, especially whenthey're so close together and you
(02:09):
can time it.
So like more than one kid napsat the same time.
That was always the best.
That's how I generally have it.
Like right now she's supposedto be asleep, but she wanted to be
here.
For the party, I guess.
Yeah.
She's so interested.
She's fomo, so.
Yeah.
Understandable.
Honestly, I get it.
(02:30):
She's so cute.
Thank you.
But, yeah, so we're just.
I work in, like, littlepockets of time, so that's how I
do it.
Yeah.
I feel like I'm the same.
I always have, like, the bestplans for.
For time blocking and findingthings to work, but it never, never
works out the way I plan it will.
(02:51):
So you just kind of do whatyou can when you can.
Yes.
Definitely.
Have to be, like, flexible.
I was trying to think of aword, but flexible would be, like,
a really good word becauseit's just.
You never know, like, are theygoing to be awake?
Is there going to be a fight today?
My two older ones are boys, sothey're always fighting.
(03:11):
There's always someone hittingsomeone else.
It's.
You just gotta play with it.
Yeah, that sounds a lot likemy house.
And I know you said you alsolove hockey.
Who is your hockey team?
The Colorado Avalanche.
We love them.
We are in North Carolina rightnow, but we're moving back to Colorado
(03:32):
in a couple months, so my sonis actually doing the first school
program with the CarolinaHurricanes, so.
Oh, that's so cool.
Yeah.
So we just got all of hishockey gear in, and we need to go
get his skate sharpened, butstarting next month, he'll have hockey
camp every Sunday and he'lllearn how to play hockey.
And I'm really excited becausehe has custom gear.
(03:55):
It's just.
It's great.
But the Colorado Avalanche ismy team.
I was really hoping the Oilerswould win the Stanley cup this year,
but turned out the Pantherswon it again, unfortunately.
But it is.
Yeah.
That's really cool.
I've been to a Hurricanes gameonce, but it was because I was living
in South Carolina at the time,because they were playing the Bruins,
(04:17):
which is my team, because I'mfrom New England.
Okay.
But, yeah.
Yeah.
Just so you know, I found outtoday, there's talks that Jeremy
Swayman is going to the Oilers.
Just saying.
Oh, really?
I hadn't heard that.
Oh, we keep up with all things hockey.
We play fantasy hockey.
Like, hockey is a big thing inour household.
(04:40):
Really?
Yes.
I feel like I was much moreinto it, like, before I had kids,
and then, because I was theonly one, like, my husband is not
a hockey person.
And then, like, all of myhobbies just kind of magically disappeared.
Yeah, that's what happens with kids.
Yeah.
But then you get to bring themback, which is the nice part.
Yeah.
(05:01):
Yeah.
Slowly, slowly working on that now.
Can you tell us a little bitabout how you got started in your
business?
Yeah.
So it was by accident.
Well, the business wasn't anaccident, that was very intentional.
But the emailing part was abig accident.
I started as a va.
I just when I looked.
(05:22):
When I was pregnant with myoldest, I ended up on bed rest.
So I got let go from my jobbecause of the bedrest my son was
trying to escape from me.
So I had a couple surgeries tokeep him in.
And so even though it was adesk job, I couldn't go in physically.
So they said hastilla bye bye.
(05:43):
And so I realized I needed tomake find a way to make money from
home.
And I heard of virtualassisting so I started doing that.
I took a couple courses, kindof fumbled my way through it and
it wasn't until I landed acoaching client.
She's an art coach and she hadme working in her emails kind of.
(06:06):
I was doing a lot of dataanalytic work for her because that
is my love.
If I could live in aspreadsheet I would.
I love data so much.
But she had me working insideher platform.
It was called ConvertKit atthe time.
Most people know it as kitnow, but I was working in it and
I just loved seeing how likeone little thing like changing the
(06:26):
automation to delay an extraday or changing a subject line or
the wording or where thebutton is on the email, like those
little changes couldcompletely change like how.
Well she got sales that weekand so we got to play with that week
tweak and I just fell in lovewith it and I was like, I want to
do this all the time.
So that's what kind of startedthe whole emailing with Emily's.
(06:48):
Because a lot of people thinkof email marketing as only the copy
and they totally forget aboutthe tech side.
And so I was like, well I lovethe data and the tech side and so
that's what I'm gonna do.
And that's what I've beendoing ever since.
And I started that like a yearand a half ago and I don't know,
I just, I love it.
(07:09):
It's all data and techie andcomplicated funnels.
Complicated funnels are myfavorite, let me tell you that.
I just love the way that likeautomations can run and the client
I literally just did work foron like Monday was when I finished
her project.
She was like, sorry, that wasso complicated.
I was like, do not be.
I loved that.
I loved every single second.
(07:31):
Yeah.
What is One thing peoplealways assume about email marketing
that drives you just bonkers.
That it will justautomatically work, like it'll convert
people.
Because email marketing doeshave like the highest ROI of like
any type of platform thatyou're trying to sell on.
(07:53):
Like social media versus email.
People always tell you thatlike email, like you spend a dollar
on it and you're probablygoing to get $40 in return.
That's the average.
And a lot of people assume assoon as they get on email marketing
and they start sending outtheir like little emails, it's just
going to work and it's not.
You have to have the tech thatbacks it up and you have to have
(08:15):
a strategy that backups thatbacks up that tech.
Because if you don't, thenyou're still just shouting into the
void.
Just like social media.
Just like on social media youneed a strategy, email needs a strategy
too.
It is not just easy.
Let me just send out my funlittle newsletter every week.
It's not.
Yeah, I feel the same wayabout like the same thing for Instagram
(08:37):
marketing when people arelike, oh, I'll just post and like,
you know, and I'll get some sales.
I have like 2,000 followers,so that means I'll get like 2,000
sales.
No, I wish, but no, it'd bereally cool, but not so much.
Now you mentioned automation.
Can you break down what thatactually means and why it matters,
(08:58):
especially for mom business owners?
Yeah.
So my biggest thing with myclients is making sure that I automate
their emails.
And what that means is mostlylike when someone clicks on the link
in your bio or whateverlanding page freebie product that
you have that gets them ontoyour email list, getting them onto
(09:20):
the email list welcomed.
And then a nurture automationthat automatically goes every three
months to kind of like warmbecause like they are still warm
leads in your email.
But if you want to make themhot and you want to make them sell,
you got to nurture them as well.
Just like on social media,instead of sliding into the DMs,
(09:41):
you're sliding into their inbox.
And while it's not totallypersonalized, your tags and all your
segments are what's going tohelp with that.
Which comes along with theautomations which where it can get
a little bit confusing.
But having those automationsrunning where they just automatically
send out these emails that arelike pre written, pre ready to go
(10:06):
organized for the rightpeople, having that just like send
automatically will allow youto just do what my favorite thing
to do is, is at the beginningof the Month.
I bulk write out my emails forthe rest of the month and then I
don't have to worry about myemail list.
Things are just gonna sell,people are just gonna convert and
it's gonna happen while I amchilling, watching, hey bear with
(10:30):
my daughter.
Like I am right now.
Like all of those automationsare going to run for me and I can
do what's important, which isbeing a mom and getting time for
myself and for my actualclients who need me.
Do you think there's like,like a most underrated email like
(10:51):
automation or like sequencethat people should have but they
might not have set up?
It's kind of a toss up betweenthe nurture and the RE engagement
sequence because a lot ofpeople are like pretty much everyone's
got a welcome sequence semifigured out.
I think you can get a littlebit more in depth with it.
But that's a thing that I dofor my clients.
(11:13):
But the nurture sequencepeople are like, oh well, they're
getting nurtured by thebroadcasts that I'm sending out.
So when I do a sales push,like that was enough.
Like no, like the.
There's a little bit more thatgoes into nurturing someone for a
sales push versus justnurturing someone to stay on your
list and just keep you in mind.
(11:34):
And then the RE engagementsequence, when you have cold subscribers
on your list, depending on theplatform that you're using, you could
be paying for absolute dead weight.
That doesn't need to be onyour list.
And then also you it's hurtingyour rates and your conversion rates.
It could cause you to startgoing into spam filters if you have
a cold enough list, like nothaving a RE engagement sequence can
(11:59):
totally actually hurt yourlist and hurt the way that your emails
perform.
Because all of these emailproviders that you're sending to
like Gmail, Yahoo, they'relike, oh, people don't really open
this person's emails.
They're probably spam, they'reprobably solicitors.
Like I don't want to push thisto my customers because Gmail wants
(12:22):
to keep people on Gmail andYahoo wants to keep people on Yahoo.
So they filter out what theybelieve are spam and if your list
is cold enough you're going tostart entering that.
So if you don't have a reengagement sequence, I literally
just set one up today forsomeone that as soon as somebody
enters cold status they goright into that automation and if
(12:45):
they make it to the end of theautomation and they're still called,
they go into a little foldercalled Or a little tag called delete.
And once a week, once a month,that client can go into there and
just hit the select all anddelete button because obviously they
didn't get re engaged.
They need to be out of here.
If they really want to hearfrom you, they'll resubscribe.
(13:06):
That's the big thing thatpeople don't get.
They're like, oh, but I don'twant to kick anybody off my list
because what if I'm like, whatif they'll find you again?
They'll come join your list again.
If they really want to be onthere, they'll come back when they're
ready.
But you can't just keepsending to them and expect that one
day they're going to be like,oh, I'm going to be warm again.
Like get rid of that way.
(13:29):
Yeah.
And I love that you mentionedbecause like the biggest thing for
me, I love doing running thatcold subscriber sequence to like
get rid of those people.
It's so satisfying to see thenumber go down and be like, yes,
now I don't have to pay forall these people on my list that
like don't actually want to be here.
They just haven't hitunsubscribe yet.
Which I feel like is whathappens most of the time people are
like.
(13:49):
Oh, but my like amount ofsubscribers is going down.
And it's like, yeah, but wantto go check out how your open rate's
going to do on your next email?
It's going to be like 80% andyou're going to freak out.
And you want to know why?
Because you don't have all thedead people.
Yeah, it's just like it's avanity metric.
It doesn't super matter ifthey're not ever gonna buy.
(14:11):
It's like Instagram followers,you could have 10, 20,000.
But if it's like spam bots orlike you know, your mom's friends
that want to be supportive butactually don't care about whatever
you're selling, it doesn't matter.
And it drags down like therest of your statistics and doesn't
actually help you at all.
Exactly.
Yeah.
A clean list, a clean, warmlist is the best thing for you.
(14:35):
Love it.
What, what are the biggestsigns that someone's email system
is actually hurting theirsales instead of helping them?
Oh man.
I'd probably say kind of alongthe lines of what we've been talking
about is if their coldsubscriber rate is too high, it's
definitely hurting their list.
Cause they're gonna go intothat spam area.
(14:56):
Another sign is that theirclick rate is low.
It means either they're like,if their open rate is high, but their
click rate is low, you have amessaging problem.
And at that point you need tostart playing with, is it my subject
lines?
Is it how often I'm sending?
Is it where the button is inmy email?
(15:18):
Is it the way that I likestorytell or the way that I sold
this?
That's when you have to startplaying with.
I like to say it's wherecopywriting and tech merge is when
you're playing around with allof those different things.
Because it's not exactly copywriting.
Because with copywriting youcould like say the same thing, but
(15:40):
write it slightly different.
It's the moving of the button.
It's how you, like make thewords look and the highlight color
of like your hyperlink.
Messing with those things canlike, visually cause people to like,
click on your stuff.
And so when you have a highopen rate and a low click rate, you're
(16:03):
not converting people.
And it has something to dowith the interior of like the emails
that you're sending out.
And that's when I say, okay,let's stop and look and see what
your people like.
Because the way that I sendemails and the way that I position
my buttons and my hyperlinksis not going to work for you.
(16:24):
Sending your emails in the waythat your buttons and hyperlinks
are.
You have to know what youraudience likes.
And if you never play withthose and you just keep sitting there
hoping and waiting that peoplestart clicking and you just keep
rewording what you're sayingdifferently and it still isn't happening.
Maybe it's because they're notmaking it all the way to the end
of the email.
(16:45):
So that button's getting lost.
Or they started reading alittle bit, they were really into
it and then they just didn'tknow where to go because the button's
all the way at the bottom orif the button's too far towards the
top, like, they just it aslike, oh, they're just trying to
grab stuff for me, but they'renot really wanting to tell me.
So just like changing thoselike, little placement things is
(17:10):
what's really gonna.
Yeah.
And I think a thing that Ifound as well, mentioning like moving
the buttons and links andthings, getting like a little creative
with it sometimes can alsoreally help.
Like instead of having like abutton or a hyperlink, if I have
like, if I am gonna promotelike this, for instance, I could
have, like, a screenshot andput it in as a picture, but, like,
link the picture.
(17:30):
Yeah.
Playing with things like that.
Yeah.
Because you can make, like,like, photos in, like, Canva where,
like, it has your branding andit has a little bit of the screenshot
and it has some words on itand it has, like, a button, like,
kind of, like, it kind oflooks like a button, like, enveloped
in all of that.
You're like, whoa, this is so cool.
And, like, they're like, howdid you get that, like, cool squiggly
(17:53):
button in your email?
And it's like.
It's a picture.
It's a picture.
That's how I got it in there.
I made it on Canva and Iinserted it as a picture and linked
it that way.
But yeah, getting creativewith your emails with, like, graphics.
So fun.
Mm.
How often do you.
Or do you suggest that people,like, check out those metrics to
(18:16):
make those changes or to knowif they should make those changes
rather.
Or, like, the click rate and,like, the changing of, like, your
buttons, that's going to be,like, something that you notice maybe
on, like, a quarterly checkof, like, your full system.
I always say check out yourfull system every quarter because
that's when I would want youto be, like, clearing out all of
(18:39):
the dead weight is everyquarter, clear out the dead weight,
Check how your metrics are doing.
If you notice that, like,again, your open rate is high, but
your click rate is low.
That's when you need to, like,go in and for, like, the next, like,
couple of weeks after everyemail that you send, check how it
performed, make a little tweakfor the next one and then see how
(19:01):
that one performed.
And keep doing that until youfind one that performs really well.
And then figure out what youdid in that email and try to replicate
it with your next few and thencheck on it again the next quarter.
That's good to know.
And now you also.
You created the Cozy framework.
Can you tell us what that isand what it stands for?
(19:23):
Yeah.
So originally it was calledthe Freakout framework.
That was when I was reallytrying to push someone who I feel
like everybody else saw andwho I really wanted to be.
And it wasn't really me and itdidn't really do that well, especially
with other people.
And so it wasn't until I waslike, you know what?
Like, I am a mom.
I'm a person who would ratherwork from my couch, in my pajamas
(19:46):
with the TV on.
Really type of, like, cozytype person who can work from anywhere.
Wearing anything, doing whatever.
And so I was like, I reallywant this part of me to come out.
So I reworked my framework andnow it's called the Cozy method and
it stands for connect,organize, zero in, and ufi.
(20:09):
So essentially the whole pointof it is to create a relationship
with your subscriber, which Ifeel like is what a lot of people
are lacking in their email marketing.
People always talk about how,like, oh, like you want your subscriber
to like, feel like yoursubscribers to feel like close to
you, but they may not know howto do it.
(20:30):
And that's why I created thisframework is because my framework
is all about creating that relationship.
Because if we start backwardswith the cozy method, the ufi, you're
putting you in your emails,they wanted to hear from you in the
first place, make it you.
Because now if you're justsending out the, like, constant sales
pushes or just being like,really, like trying to be professional
(20:53):
because it's the email world,don't my last two emails had cuss
words in it.
Anyone know what they performbetter than the other emails that
I've sent out have?
Like, be you do it all.
You zero in.
You want to make sure thatyou're segmenting your list so that
while even though it is like ageneral broadcast that is being sent,
(21:15):
you can split up thatbroadcast into one or two or three
different broadcasts that goto specific segments that have little
tweaks in the wording where itreally feels like, oh, she sent this
email to me because, oh, maybeI grabbed her VIP day sales kit,
that thing.
(21:35):
And now this email is talkingto me about, like, how I can put
like the product that I gotinto action.
And so like the zero in iszeroing in on what the specific people
in your email list are reallywanting to hear from you.
Then you want to organize.
That's all about just gettingyour back end organized, your thoughts
(21:59):
organized.
You don't want to be liketalking about something in your email
and then now you're talkingabout something else because you're
rambling on and then the storytook a turn and now you don't know
where you are.
You want to have organizedthoughts that come through clearly
and you want to have anorganized backend system that's not
like, oh my God, what is thisautomation for?
Who was this group of tagsthat I had?
(22:21):
Like, now I have people who Idon't even really know what they
want to hear from me.
And everyone's confusedbecause if they're confused, you're
confused.
Everyone's Just going to beconfused and it's not helpful at
all.
And then the C is connect,which kind of just envelops all of
it, which is just putting theemails for specific people out there
(22:44):
so that they can then in turnclick on the button, reply and just
connect with you so that theyfeel seen, heard and like you actually
care about them and thatthey're not just another subscriber.
So that's what my cozy methodis, just building a relationship
with your subscribers a little better.
I love that.
And I love that you put UFI inthere because it's such an underrated
(23:08):
thing.
I feel like, especially nowwhen there's one, like so many online
businesses and there's justlike so much competition, the only
way to like stand out andattract the right people is to like
insert so much of yourself andyour personality into your content.
Content, whether it's email ora podcast or Instagram or whatever,
(23:29):
which I've always.
Been afraid to do because likegrowing up I was always told like,
you know, like, oh, like quietdown, like stay like blended in and
stuff.
And I'm like, hell no.
Like these people clicked on abutton because they want to hear
from me.
So you know what they're goingto hear from me and that's how it's
going to be.
Yeah, that's like a.
It can be a hard transition tomake, but once you get to that point
(23:52):
where you can do it likecomfortably, like confidently every
time, it's worth it.
10 out of 10.
It makes such a big difference.
Yeah, it's great.
It took me a long time to justlike be me, especially even in my
emails.
And now that I have, I'm like,wow, it's so easy to like write out
an email now.
It's so easy to write out likea social media post or a Instagram
(24:16):
story.
Cause like, I'm just being me.
If you want to work with me,work with me.
If you don't, don't.
There's a lot of other peopleout there and I know what makes me
great.
And that's why the clientsthat I have hire me is because they
want me.
So I'm going to be me.
Yeah.
And especially in like aservice based, like business where
(24:38):
you're usually like workingone on one with someone, you want
to make sure it's a good fitfor both of you.
Like, I don't want to workwith a client that doesn't feel comfortable
working with me.
Like, that feels icky to me too.
Like it's not a goodExperience for anyone.
So.
And again, there are like aton of other people out there who
can do like similar thingsthat would be a better fit for them.
So, like, it's perfect.
Which is such a scary thoughtbecause you're like, oh, there's
(24:59):
so many people out there.
Like, why would anybody choose me?
And it's like, why wouldsomebody choose you?
Figure it out and use that.
Yeah.
And then talk about it all the time.
Exactly.
Yep.
What is a simple automationalmost anyone can and should have
set up, even if they feel likehaving systems in general is really
overwhelming.
(25:20):
They're welcome sequence.
Look, you don't want someoneto like, click on something, join
your list, and then suddenlythey're getting a broadcast from
you and they're like, who theheck is this?
What the heck did I sign up for?
Because, like, I do a lot of bundles.
That's where I like to get mysubscribers from.
If they click on the bundleand they're getting my product and
(25:43):
they have no idea who I ambecause they just found my product
in a bundle, I need to tellthem who I am because they need to
decide if they want to staythere and if they want to be there
because I'd rather them getrid of themselves before I did.
But on the other side of that,your welcome sequence is kind of
like the biggest thing becausewhat it should do is it should be
(26:05):
like, hey, welcome, I'm gladyou're here.
This is who I am.
Then it should tell them aboutyour business, what your offers are.
You should set expectationsfor your email list.
Because like, if I sign up fora freebie and then suddenly somebody's
emailing me every day and Ididn't know they were gonna be emailing
(26:27):
me every day.
I'm gonna unsubscribe fromthem real quick because I'm like,
I don't wanna hear from youthat often.
If one, I don't know who youare and two, like, I don't like you
enough for that.
So like, the welcome sequenceshould set expectations and be like,
hey, I'm gonna email you every day.
(26:47):
If you don't wanna hear fromme every day, like, let me know.
Maybe there's like a differentsegment that person has where they
don't send you every day, whoknows, but.
Or I'm gonna email you once amonth or once a week.
So it should welcome introduceyou and your business, tell them
what makes you awesome, andset expectations for how the rest
(27:10):
of your email list is going to go.
Maybe you hit them with anoffer right at the end of your welcome
sequence but that way theykind of get like a nice big overview
of who you are, what you do,what you can offer them and then
they'll be like cool, I wantto stay here, I want to hear from
this person or they'll leave.
It's basically where you'regoing to weed out people.
(27:31):
And I don't know it's reallyeasy to set up.
It's just a couple emails.
There's no like there is somefancy things you can do with it.
That's where I do for myclients like a lot of like the tagging
to really break people intosegments like right away that's something
that you can do like later on too.
But I really like to helpbreak like subscribers up through
(27:52):
the welcome sequence based onwhat they're clicking and what they're
engaging with.
But it can be very simple.
You can just be like joinsform, go into welcome list, exit
automation.
It can be that simple.
Yeah, and I feel like when youdo, because I do this too like get
(28:14):
subscribers from bundles andyou're getting like a whole bunch
at once but then also thepeople who are getting the like gifts
from the bundle, they'resigning up for so much stuff at the
same time and getting like somany emails at the same time.
You gotta, you gotta havesomething to like stand out and to
remember them by.
Yes.
So I didn't coin this, I wannapreface that first before I say this.
(28:35):
I learned about the power ofthe six hour email because people
are doing those bundles andthey're clicking a whole bunch of
stuff and they're getting themall right then.
Well my first email in mywelcome sequence comes six hours
after you subscribe to my list.
So you get your email from melike with the freebie right away
when you click on it.
But then six hours later I'mgonna hit you with the hey, here's
(28:56):
who I am, here's what I do.
I'm glad you're here.
Like that way you're, it'sstill fresh enough to where you're
like oh this is somebody thatI just subscribed to but it's not
too late to where everybodyelse is sending their first email
and it's like oh my God, I'mgetting lost in this whole group.
People that are.
(29:17):
That's why I also tell peopleto play with your time delays because
like delaying your email bylike 6 hours or 12 hours or 18 or
24 like could actually makethe difference in like how well your
automations do because againif we all had like the same type
(29:38):
of time delays and somebodysigned up for a whole bunch of emails
all at the same time, they'regoing to be getting all of those
emails all at the same time.
So you never know how like thedifference of like a couple hours
and a time delay could totallychange how people respond to and
open your emails becauseyou're the only one in their inbox
at that moment.
(30:00):
It's a really good point.
Do you think that issomething, one of those things that
people should be looking atwhen they do their like quarterly
check ins?
Yeah, for sure.
Like if you notice that you'relike say you do participate in a
bundle and like the bundleautomation that you have going isn't
(30:21):
doing too well, like eitherpeople aren't opening it or people
aren't clicking in it, thenyou should mess around with those
like time delays button movements.
That's why I kind of say thatlike where your button is like the
hyperlink colors the subjectlines, I wrap those into tech because
I also look at those with liketime delays and how I structure like
(30:44):
an automation versus like howI write the copy.
But yeah, I, I like to saylike just with your quarterly check
ins, like very first thing,check your cold subscribers, then
go in, check how your openrates and click rates are doing and
then see where like maybe likethe lowest click rate or the lowest
(31:08):
open rate is and see what wentwrong in that spot and try to fix
that.
Try not to fix everything allof the time because then you're hitting
like too many variables andthen something will work somewhere
and you'll be like, I figuredit out and it's like, okay, but which
one worked and why did it work?
So like you need to focus onlike one at a time.
(31:31):
So sometimes like you can goin and check like your metrics monthly
instead of quarterly.
If you have like a couplespots that need work done that way
you can like focus on one at a time.
That's such good advicebecause I feel like the temptation
is there to fix like all thethings at once.
But then when it does workyou're like, I don't know which one
(31:53):
I.
Should keep doing 100%.
Now what advice would you giveto a business owner who's stuck in
this?
I know I should set up likesome automations, but I just cannot
get started or I don't knowwhere to start.
I would say to just like goin, set up that welcome sequence
(32:14):
and then schedule a time blockon your calendar to go in and do
it or Hire someone to do it.
Simple.
One of those two things.
Um, another thing you can dothat I plan to have out later this
month.
I'm gonna say the word laterthis month because I know when this
is air.
Later this month I will belaunching a membership.
(32:36):
I will put the wait list inthe show notes because I have that
now.
But I'm putting a membershipout called the Tidy Tech Hub and
I will be sending you weeklyautomation templates.
So all you have to do is justput like okay, I need to put a trigger
(32:57):
and now a time delay in this.
You don't have to figure itout from like your head or like looking
it up.
You have an automation rightin front of you.
Just put it into your platform.
And that's the whole pointbecause like a lot of the memberships
out there for emailing arecopywriting emails.
Like people will send youweekly like templates, which don't
get me wrong, I actually havethat too.
(33:19):
But people will send likeweekly copywriting templates.
And while that's great andeverything, it doesn't handle the
tech part.
And so my membership is nowgoing to be focused on like here
are the automation so that youcan put automations into your like
email service provider to beable to kind of get that going because
(33:42):
it is confusing and sometimesnot everyone can afford someone to
come in and do the work for them.
Which I also priced mymembership very low for that same
reason because I grew up not alot of money, started my business
not a lot of money and it'sreally hard when everyone costs so
much.
So I have a low costmembership that can teach you how
(34:05):
to place automations all onyour own that's also going to have
office hours and build alongsand guest speakers and it's going
to be great.
But yeah, I'd say just startwith your welcome sequence book out
time to do more when you canhire someone or just join our membership.
Lots of good options there.
I love a good membership forthat reason.
(34:25):
It's like you're getting thegood information that you need but
it's also like so much moreaccessible and manageable because
like a lot of the times we arelike super smart and we could figure
it out and like do theresearch and like figure it out all
on our own.
Everybody.
Yeah, but like do you want todo like after breaking up a bunch
of sibling fights and thenlike making dinner, do I really want
(34:48):
to spend the time and brainspace doing that?
No, I want someone to be likehere and I can be like cool I'll
just make it my own.
Yeah, exactly.
You said your membership alsohas like, was it office hours, is
(35:09):
that right?
Yeah.
So once a month I'll have whatI call like office hours, where it's
just like a live Q and A.
People can come in for anhour, ask questions, I'll answer
questions.
No one really has questions.
I'll start talking about someof the templates that get sent out
and then quarterly I'll have.
(35:30):
It'll switch between a buildalong where like I'll pick a template
that I think is superimportant and I'll go and share my
screen and build the templateout to show them like how a build
like can look inside of likekit or inside of flodesk.
And then the other quarter.
(35:51):
So two of the quarters willget a build along and the other two
quarters will get like a guest expert.
It'll probably be somebody incopywriting for one and then I haven't
picked the other one yet.
Valid.
I love a good guest expert.
You're actually doing a guesttraining in my membership.
I thought, I thought I had tohave it this month and I've been
(36:12):
having like these mini heartattacks that it's due in like three
days.
And I go, it's next month.
It's next month because I'mtrying to build the membership, I'm
trying to like finish themembership to like get it launched.
And I was like, oh my God, Ihave to record this too.
That's next month.
That's next.
Yeah, no worries.
You have plenty of time.
(36:32):
That would be a lot to do allat one time.
Yeah.
So I'm glad you realized thatwas not the case and you do have
more time.
I also love that you includedoffice hours in your membership.
I feel like there's a lot oftimes where programs will have weekly
live calls and things and likeI don't know if I have questions
enough to actually join, but Ialso don't want to miss out.
(36:54):
It's like monthly feels likethe good amount of like.
Yeah.
Because you know what time itis and it's coming.
I'm also going to like sendout an email to everyone in the membership,
like probably like a weekbeforehand saying like if there's
any questions you have andyou're not able to make it because
I'll send the replay out ifyou have any questions you're not
able to make it.
(37:14):
Send the questions here.
If I have time, I'll answerthem type thing.
Yeah, that's why I have it inmy membership too.
I Do a monthly office hours,but it's, it's through like Voxer,
so it's like a little longerbecause it's not as like live and
interactive in that way.
But yeah, you get a lot ofgood questions answered, for sure.
(37:37):
Yeah.
And people have been callingme crazy because I'm only pricing
it at $11 a month.
But again, we have the Walmart mindset.
Oh, my goodness.
Yeah, that's wild.
Okay, so for $11 a month,like, if you are listening to this
and not joining, what are youdoing with your life?
Definitely putting the linkfor that in the show notes.
And what is the membershipgoing to be called?
(37:59):
The Tidy Tech Hub.
Because we're trying to stickwith my little cozy theme that I
got going on.
I thought Tidy was a goodlittle cozy acronym.
And because I had Tech Hub, Ijust needed like something extra.
So.
So we're going to keep ourtech tiny people and we're going
to go to the tiny Tech Hub andget our templates.
(38:22):
I love that.
That's a. I love that branding.
I had someone on a coupleweeks ago or a month ago.
I get so confused because thetime I like schedule to actually
talk to people and the timethe podcasts actually get published
are very different.
But at some point in the past,I had a branding expert on Iza and
she was talking aboutbranding, like specific offers within,
(38:44):
like your bigger brand.
And yeah, it was, it was very interesting.
That's what that reminded me of.
I love, I love seeing that.
It's so fun.
Yeah.
And the best part about, like,I think my favorite part about the
Tidy Tech Hub, there's so manygood parts about it.
My absolute favorite part islike, I've broken down my templates
into four categories and youcan choose which category you start
(39:06):
with.
Not everybody is going to getthe same template on the same week.
You can choose the category tostart with because maybe you have
your foundations down andyou're really struggling with nurture.
So you can start in thenurture segment of the templates
and start getting those onesbecause that's what is important
to you in this time.
And then you can come backaround to foundations later.
(39:29):
But the four categories arefoundations and welcome systems,
nurture and engagementsystems, launch prep and sales systems,
and then cleanup, growth andseasonal systems.
So you can pick whichever oneof those that you want to start with,
and you will eventually getall of the other ones throughout
(39:52):
your year.
Throughout the year, it iscanceled anytime.
I suggest staying in for thefull year to get all of your templates.
But you can pick which one youwant to start with.
That's going to serve you thebest right now in your business.
And then you can always comeback and rebuild the other ones that
you thought you had downgrade.
I love that so much.
(40:13):
That's so smart because yeah,different people are at like different
stages and like have different things.
So.
But then by the time you getaround to that one you didn't necessarily
need at the beginning, itmight be a good time to revisit it
if things have changed andthen you have.
The same to everybody.
And somebody was like, Ialready have my welcome and my nurture
(40:33):
and my sales.
I just need to learn how to dolike cleanup and stuff.
I don't want them to have towait for like 39 weeks to finally
get to the cleanup stage.
No, like, you can start there.
Yeah, I love that so much.
Now I feel like I don't knowvery many memberships that offer
(40:55):
that kind of option.
So that's like super awesome.
I. I'm trying to be like,while just like, oh my God, like,
look what this person did.
So the value.
Yeah.
All the best ideas.
So definitely check that out.
And then also check out thecozy method.
There will be a link for thatin the show notes.
(41:16):
And one last question beforewe say goodbye.
If your inbox could send onemessage to every mom business owner
out there, what would it say?
Focus on your kids.
Just that.
Honestly, I don't know.
I just finding ways to focuson your kids and be present in their
(41:39):
lives to me is more importantthan anything else that I can do
in my business.
Like I work in the gaps oftime that I have in between my kids,
like whether they be nappingor asleep or maybe I put on a movie
today.
So now I have like a two hourtime block that I can work.
(42:02):
Focus on your kids.
They're probably the reasonyou started your business in the
first place.
Some things in business can wait.
If you prioritize your clientsover your kids, your business is
probably going to fail.
Because if you lose your whyyou lose who you are in your business,
so then it's all just going togo downhill.
Focus on your kids and thenalso let things work for you.
(42:27):
Set up systems, set up tech.
Because you can focus on your kids.
Or you can focus on your kids.
Exactly.
Yeah.
Yeah, that's so true.
I feel like it's.
It's really nice to be able towork with kids at home having like
the flexibility of it, but itcan also be really difficult.
(42:49):
So having like thoseboundaries in place where these two
things are like, I mean asmuch as you can when you're working
in like these minimal marginsof the day where they are separate
so you can be like fullypresent with your kids to like be
the amazing badass mom thatyou are versus like the amazing badass
business owner over here.
I feel like when I let themkind of if I'm like playing with
(43:10):
my kids, thinking aboutbusiness or like doing business and
like thinking about my kids, Iend up resenting my business more.
So setting those boundaries soyou can be present and focus on your
kids and set up thoseautomations so you're able to makes
a world of difference in bothmotherhood and entrepreneurship.
Yeah.
Knowing that I have clientsthat convert because I nurtured them
(43:34):
and sold to them through mybusiness, through my emails.
So much easier than having tobe like, oh, I need to follow up
with this lead and follow upwith this person and check on this
person.
Like my email did that all for me.
Yeah, it's just working in thebackground while I hang out watching
movies.
Perfect.
And where can people find youon Instagram?
(43:58):
So all three Instagram, TikTokand Threads.
You can find me at Emailingwith Emily.
Emailing with Emily with dotsin the middle.
I'm all at the words and thoseare the three main places I hang
out.
If you do go to TikTok, it'sactually it's more of a personal
TikTok but I like to keep allof my stuff together.
(44:18):
So if you really want to getto know me business wise, Instagram
and Threads is going to bewhere it's perfect.
And I will have links for allof the things in the show notes and
thank you so much for comingand talking to me about all things
email.
Yeah, thanks for having me.
Thanks so much for hanging outwith me on mompreneur Mastery.
(44:38):
If this episode gave you moreclarity or a little boost of confidence,
I would love for you to followthe show, leave a review or share
it with a fellow mom buildingher business on her own terms.
And hey, if something reallyclicked DM me on Instagram, I am
ocially yours strategist andtell me the one thing you're doing
differently.
After listening, I lovehearing what is landing for you.
(45:00):
Until next time, here is toless stress, more sales and a business
that actually fits your life.
Welcome back to Mompreneur Mastery.
This is your host, Sydney o'.
Brien.
Today we're going to switchgears from talking about Instagram
strategy to email, becauselet's be real, you're sending emails
as you should be, but are theyactually making you sales and saving
you time?
If not, they should be.
So today I brought on EmilyLopez, an email tech and automation
(00:22):
specialist and a mom of threeunder five to break it all down for
you.
She gets what it means tojuggle marketing and motherhood and
how to set up systems thatwork when you can't or when you just
don't want to.
So if you want your emails torun in the background while you hang
out with your kids, thisepisode is a must.
Listen, let's get into it.
(00:42):
Welcome to Mompreneur Mastery,where we build businesses, raise
families, and skip the hustle.
That doesn't actually help.
I'm Sydney o', Brien,certified Instagram strategist, mom
of three and your no fluffguide to making more sales with content
that's strategic, simple, andyou can actually make in the small
mom cracks of your day becauseInstagram shouldn't feel like a full
time job you're not gettingpaid for.
(01:04):
If you're ready to stopposting just to stay visible and
start sharing content thatactually converts to sales and gets
you clients, you're in theright place.
Before we get into email, youhave three kids under five, is that
right?
Yes.
So I was there.
Mine are now just about five,six and newly turned eight.
(01:26):
So I live that life.
How are you doing?
Because that is like not forthe week.
I'm exhausted, honestly.
I mean, I have a four yearold, a two year old, and then a six
month old.
Yeah.
Luckily my four year old is a napper.
I hear, I hear a lot of peoplesay that like their kids grab naps
by like 2, 3.
(01:47):
But like my 4 year old, he'salmost 5 and he's going strong, so
that's amazing.
He's, he loves his midday napand if he doesn't get it, he's kind
of a little mini terror.
So naps are key for us here.
Yeah, that's amazing.
My kids all grew out of napsat like 3 years old and it was the
saddest thing, especially whenthey're so close together and you
(02:09):
can time it.
So like more than one kid napsat the same time.
That was always the best.
That's how I generally have it.
Like right now she's supposedto be asleep, but she wanted to be
here.
For the party, I guess.
Yeah.
She's so interested.
She's fomo, so.
Yeah.
Understandable.
Honestly, I get it.
(02:30):
She's so cute.
Thank you.
But, yeah, so we're just.
I work in, like, littlepockets of time, so that's how I
do it.
Yeah.
I feel like I'm the same.
I always have, like, the bestplans for.
For time blocking and findingthings to work, but it never, never
works out the way I plan it will.
(02:51):
So you just kind of do whatyou can when you can.
Yes.
Definitely.
Have to be, like, flexible.
I was trying to think of aword, but flexible would be, like,
a really good word becauseit's just.
You never know, like, are theygoing to be awake?
Is there going to be a fight today?
My two older ones are boys, sothey're always fighting.
(03:11):
There's always someone hittingsomeone else.
It's.
You just gotta play with it.
Yeah, that sounds a lot likemy house.
And I know you said you alsolove hockey.
Who is your hockey team?
The Colorado Avalanche.
We love them.
We are in North Carolina rightnow, but we're moving back to Colorado
(03:32):
in a couple months, so my sonis actually doing the first school
program with the CarolinaHurricanes, so.
Oh, that's so cool.
Yeah.
So we just got all of hishockey gear in, and we need to go
get his skate sharpened, butstarting next month, he'll have hockey
camp every Sunday and he'lllearn how to play hockey.
And I'm really excited becausehe has custom gear.
(03:55):
It's just.
It's great.
But the Colorado Avalanche ismy team.
I was really hoping the Oilerswould win the Stanley cup this year,
but turned out the Pantherswon it again, unfortunately.
But it is.
Yeah.
That's really cool.
I've been to a Hurricanes gameonce, but it was because I was living
in South Carolina at the time,because they were playing the Bruins,
(04:17):
which is my team, because I'mfrom New England.
Okay.
But, yeah.
Yeah.
Just so you know, I found outtoday, there's talks that Jeremy
Swayman is going to the Oilers.
Just saying.
Oh, really?
I hadn't heard that.
Oh, we keep up with all things hockey.
We play fantasy hockey.
Like, hockey is a big thing inour household.
(04:40):
Really?
Yes.
I feel like I was much moreinto it, like, before I had kids,
and then, because I was theonly one, like, my husband is not
a hockey person.
And then, like, all of myhobbies just kind of magically disappeared.
Yeah, that's what happens with kids.
Yeah.
But then you get to bring themback, which is the nice part.
Yeah.
(05:01):
Yeah.
Slowly, slowly working on that now.
Can you tell us a little bitabout how you got started in your
business?
Yeah.
So it was by accident.
Well, the business wasn't anaccident, that was very intentional.
But the emailing part was abig accident.
I started as a va.
I just when I looked.
(05:22):
When I was pregnant with myoldest, I ended up on bed rest.
So I got let go from my jobbecause of the bedrest my son was
trying to escape from me.
So I had a couple surgeries tokeep him in.
And so even though it was adesk job, I couldn't go in physically.
So they said hastilla bye bye.
(05:43):
And so I realized I needed tomake find a way to make money from
home.
And I heard of virtualassisting so I started doing that.
I took a couple courses, kindof fumbled my way through it and
it wasn't until I landed acoaching client.
She's an art coach and she hadme working in her emails kind of.
(06:06):
I was doing a lot of dataanalytic work for her because that
is my love.
If I could live in aspreadsheet I would.
I love data so much.
But she had me working insideher platform.
It was called ConvertKit atthe time.
Most people know it as kitnow, but I was working in it and
I just loved seeing how likeone little thing like changing the
(06:26):
automation to delay an extraday or changing a subject line or
the wording or where thebutton is on the email, like those
little changes couldcompletely change like how.
Well she got sales that weekand so we got to play with that week
tweak and I just fell in lovewith it and I was like, I want to
do this all the time.
So that's what kind of startedthe whole emailing with Emily's.
(06:48):
Because a lot of people thinkof email marketing as only the copy
and they totally forget aboutthe tech side.
And so I was like, well I lovethe data and the tech side and so
that's what I'm gonna do.
And that's what I've beendoing ever since.
And I started that like a yearand a half ago and I don't know,
I just, I love it.
(07:09):
It's all data and techie andcomplicated funnels.
Complicated funnels are myfavorite, let me tell you that.
I just love the way that likeautomations can run and the client
I literally just did work foron like Monday was when I finished
her project.
She was like, sorry, that wasso complicated.
I was like, do not be.
I loved that.
I loved every single second.
(07:31):
Yeah.
What is One thing peoplealways assume about email marketing
that drives you just bonkers.
That it will justautomatically work, like it'll convert
people.
Because email marketing doeshave like the highest ROI of like
any type of platform thatyou're trying to sell on.
(07:53):
Like social media versus email.
People always tell you thatlike email, like you spend a dollar
on it and you're probablygoing to get $40 in return.
That's the average.
And a lot of people assume assoon as they get on email marketing
and they start sending outtheir like little emails, it's just
going to work and it's not.
You have to have the tech thatbacks it up and you have to have
(08:15):
a strategy that backups thatbacks up that tech.
Because if you don't, thenyou're still just shouting into the
void.
Just like social media.
Just like on social media youneed a strategy, email needs a strategy
too.
It is not just easy.
Let me just send out my funlittle newsletter every week.
It's not.
Yeah, I feel the same wayabout like the same thing for Instagram
(08:37):
marketing when people arelike, oh, I'll just post and like,
you know, and I'll get some sales.
I have like 2,000 followers,so that means I'll get like 2,000
sales.
No, I wish, but no, it'd bereally cool, but not so much.
Now you mentioned automation.
Can you break down what thatactually means and why it matters,
(08:58):
especially for mom business owners?
Yeah.
So my biggest thing with myclients is making sure that I automate
their emails.
And what that means is mostlylike when someone clicks on the link
in your bio or whateverlanding page freebie product that
you have that gets them ontoyour email list, getting them onto
(09:20):
the email list welcomed.
And then a nurture automationthat automatically goes every three
months to kind of like warmbecause like they are still warm
leads in your email.
But if you want to make themhot and you want to make them sell,
you got to nurture them as well.
Just like on social media,instead of sliding into the DMs,
(09:41):
you're sliding into their inbox.
And while it's not totallypersonalized, your tags and all your
segments are what's going tohelp with that.
Which comes along with theautomations which where it can get
a little bit confusing.
But having those automationsrunning where they just automatically
send out these emails that arelike pre written, pre ready to go
(10:06):
organized for the rightpeople, having that just like send
automatically will allow youto just do what my favorite thing
to do is, is at the beginningof the Month.
I bulk write out my emails forthe rest of the month and then I
don't have to worry about myemail list.
Things are just gonna sell,people are just gonna convert and
it's gonna happen while I amchilling, watching, hey bear with
(10:30):
my daughter.
Like I am right now.
Like all of those automationsare going to run for me and I can
do what's important, which isbeing a mom and getting time for
myself and for my actualclients who need me.
Do you think there's like,like a most underrated email like
(10:51):
automation or like sequencethat people should have but they
might not have set up?
It's kind of a toss up betweenthe nurture and the RE engagement
sequence because a lot ofpeople are like pretty much everyone's
got a welcome sequence semifigured out.
I think you can get a littlebit more in depth with it.
But that's a thing that I dofor my clients.
(11:13):
But the nurture sequencepeople are like, oh well, they're
getting nurtured by thebroadcasts that I'm sending out.
So when I do a sales push,like that was enough.
Like no, like the.
There's a little bit more thatgoes into nurturing someone for a
sales push versus justnurturing someone to stay on your
list and just keep you in mind.
(11:34):
And then the RE engagementsequence, when you have cold subscribers
on your list, depending on theplatform that you're using, you could
be paying for absolute dead weight.
That doesn't need to be onyour list.
And then also you it's hurtingyour rates and your conversion rates.
It could cause you to startgoing into spam filters if you have
a cold enough list, like nothaving a RE engagement sequence can
(11:59):
totally actually hurt yourlist and hurt the way that your emails
perform.
Because all of these emailproviders that you're sending to
like Gmail, Yahoo, they'relike, oh, people don't really open
this person's emails.
They're probably spam, they'reprobably solicitors.
Like I don't want to push thisto my customers because Gmail wants
(12:22):
to keep people on Gmail andYahoo wants to keep people on Yahoo.
So they filter out what theybelieve are spam and if your list
is cold enough you're going tostart entering that.
So if you don't have a reengagement sequence, I literally
just set one up today forsomeone that as soon as somebody
enters cold status they goright into that automation and if
(12:45):
they make it to the end of theautomation and they're still called,
they go into a little foldercalled Or a little tag called delete.
And once a week, once a month,that client can go into there and
just hit the select all anddelete button because obviously they
didn't get re engaged.
They need to be out of here.
If they really want to hearfrom you, they'll resubscribe.
(13:06):
That's the big thing thatpeople don't get.
They're like, oh, but I don'twant to kick anybody off my list
because what if I'm like, whatif they'll find you again?
They'll come join your list again.
If they really want to be onthere, they'll come back when they're
ready.
But you can't just keepsending to them and expect that one
day they're going to be like,oh, I'm going to be warm again.
Like get rid of that way.
(13:29):
Yeah.
And I love that you mentionedbecause like the biggest thing for
me, I love doing running thatcold subscriber sequence to like
get rid of those people.
It's so satisfying to see thenumber go down and be like, yes,
now I don't have to pay forall these people on my list that
like don't actually want to be here.
They just haven't hitunsubscribe yet.
Which I feel like is whathappens most of the time people are
like.
(13:49):
Oh, but my like amount ofsubscribers is going down.
And it's like, yeah, but wantto go check out how your open rate's
going to do on your next email?
It's going to be like 80% andyou're going to freak out.
And you want to know why?
Because you don't have all thedead people.
Yeah, it's just like it's avanity metric.
It doesn't super matter ifthey're not ever gonna buy.
(14:11):
It's like Instagram followers,you could have 10, 20,000.
But if it's like spam bots orlike you know, your mom's friends
that want to be supportive butactually don't care about whatever
you're selling, it doesn't matter.
And it drags down like therest of your statistics and doesn't
actually help you at all.
Exactly.
Yeah.
A clean list, a clean, warmlist is the best thing for you.
(14:35):
Love it.
What, what are the biggestsigns that someone's email system
is actually hurting theirsales instead of helping them?
Oh man.
I'd probably say kind of alongthe lines of what we've been talking
about is if their coldsubscriber rate is too high, it's
definitely hurting their list.
Cause they're gonna go intothat spam area.
(14:56):
Another sign is that theirclick rate is low.
It means either they're like,if their open rate is high, but their
click rate is low, you have amessaging problem.
And at that point you need tostart playing with, is it my subject
lines?
Is it how often I'm sending?
Is it where the button is inmy email?
(15:18):
Is it the way that I likestorytell or the way that I sold
this?
That's when you have to startplaying with.
I like to say it's wherecopywriting and tech merge is when
you're playing around with allof those different things.
Because it's not exactly copywriting.
Because with copywriting youcould like say the same thing, but
(15:40):
write it slightly different.
It's the moving of the button.
It's how you, like make thewords look and the highlight color
of like your hyperlink.
Messing with those things canlike, visually cause people to like,
click on your stuff.
And so when you have a highopen rate and a low click rate, you're
(16:03):
not converting people.
And it has something to dowith the interior of like the emails
that you're sending out.
And that's when I say, okay,let's stop and look and see what
your people like.
Because the way that I sendemails and the way that I position
my buttons and my hyperlinksis not going to work for you.
(16:24):
Sending your emails in the waythat your buttons and hyperlinks
are.
You have to know what youraudience likes.
And if you never play withthose and you just keep sitting there
hoping and waiting that peoplestart clicking and you just keep
rewording what you're sayingdifferently and it still isn't happening.
Maybe it's because they're notmaking it all the way to the end
of the email.
(16:45):
So that button's getting lost.
Or they started reading alittle bit, they were really into
it and then they just didn'tknow where to go because the button's
all the way at the bottom orif the button's too far towards the
top, like, they just it aslike, oh, they're just trying to
grab stuff for me, but they'renot really wanting to tell me.
So just like changing thoselike, little placement things is
(17:10):
what's really gonna.
Yeah.
And I think a thing that Ifound as well, mentioning like moving
the buttons and links andthings, getting like a little creative
with it sometimes can alsoreally help.
Like instead of having like abutton or a hyperlink, if I have
like, if I am gonna promotelike this, for instance, I could
have, like, a screenshot andput it in as a picture, but, like,
link the picture.
(17:30):
Yeah.
Playing with things like that.
Yeah.
Because you can make, like,like, photos in, like, Canva where,
like, it has your branding andit has a little bit of the screenshot
and it has some words on itand it has, like, a button, like,
kind of, like, it kind oflooks like a button, like, enveloped
in all of that.
You're like, whoa, this is so cool.
And, like, they're like, howdid you get that, like, cool squiggly
(17:53):
button in your email?
And it's like.
It's a picture.
It's a picture.
That's how I got it in there.
I made it on Canva and Iinserted it as a picture and linked
it that way.
But yeah, getting creativewith your emails with, like, graphics.
So fun.
Mm.
How often do you.
Or do you suggest that people,like, check out those metrics to
(18:16):
make those changes or to knowif they should make those changes
rather.
Or, like, the click rate and,like, the changing of, like, your
buttons, that's going to be,like, something that you notice maybe
on, like, a quarterly checkof, like, your full system.
I always say check out yourfull system every quarter because
that's when I would want youto be, like, clearing out all of
(18:39):
the dead weight is everyquarter, clear out the dead weight,
Check how your metrics are doing.
If you notice that, like,again, your open rate is high, but
your click rate is low.
That's when you need to, like,go in and for, like, the next, like,
couple of weeks after everyemail that you send, check how it
performed, make a little tweakfor the next one and then see how
(19:01):
that one performed.
And keep doing that until youfind one that performs really well.
And then figure out what youdid in that email and try to replicate
it with your next few and thencheck on it again the next quarter.
That's good to know.
And now you also.
You created the Cozy framework.
Can you tell us what that isand what it stands for?
(19:23):
Yeah.
So originally it was calledthe Freakout framework.
That was when I was reallytrying to push someone who I feel
like everybody else saw andwho I really wanted to be.
And it wasn't really me and itdidn't really do that well, especially
with other people.
And so it wasn't until I waslike, you know what?
Like, I am a mom.
I'm a person who would ratherwork from my couch, in my pajamas
(19:46):
with the TV on.
Really type of, like, cozytype person who can work from anywhere.
Wearing anything, doing whatever.
And so I was like, I reallywant this part of me to come out.
So I reworked my framework andnow it's called the Cozy method and
it stands for connect,organize, zero in, and ufi.
(20:09):
So essentially the whole pointof it is to create a relationship
with your subscriber, which Ifeel like is what a lot of people
are lacking in their email marketing.
People always talk about how,like, oh, like you want your subscriber
to like, feel like yoursubscribers to feel like close to
you, but they may not know howto do it.
(20:30):
And that's why I created thisframework is because my framework
is all about creating that relationship.
Because if we start backwardswith the cozy method, the ufi, you're
putting you in your emails,they wanted to hear from you in the
first place, make it you.
Because now if you're justsending out the, like, constant sales
pushes or just being like,really, like trying to be professional
(20:53):
because it's the email world,don't my last two emails had cuss
words in it.
Anyone know what they performbetter than the other emails that
I've sent out have?
Like, be you do it all.
You zero in.
You want to make sure thatyou're segmenting your list so that
while even though it is like ageneral broadcast that is being sent,
(21:15):
you can split up thatbroadcast into one or two or three
different broadcasts that goto specific segments that have little
tweaks in the wording where itreally feels like, oh, she sent this
email to me because, oh, maybeI grabbed her VIP day sales kit,
that thing.
(21:35):
And now this email is talkingto me about, like, how I can put
like the product that I gotinto action.
And so like the zero in iszeroing in on what the specific people
in your email list are reallywanting to hear from you.
Then you want to organize.
That's all about just gettingyour back end organized, your thoughts
(21:59):
organized.
You don't want to be liketalking about something in your email
and then now you're talkingabout something else because you're
rambling on and then the storytook a turn and now you don't know
where you are.
You want to have organizedthoughts that come through clearly
and you want to have anorganized backend system that's not
like, oh my God, what is thisautomation for?
Who was this group of tagsthat I had?
(22:21):
Like, now I have people who Idon't even really know what they
want to hear from me.
And everyone's confusedbecause if they're confused, you're
confused.
Everyone's Just going to beconfused and it's not helpful at
all.
And then the C is connect,which kind of just envelops all of
it, which is just putting theemails for specific people out there
(22:44):
so that they can then in turnclick on the button, reply and just
connect with you so that theyfeel seen, heard and like you actually
care about them and thatthey're not just another subscriber.
So that's what my cozy methodis, just building a relationship
with your subscribers a little better.
I love that.
And I love that you put UFI inthere because it's such an underrated
(23:08):
thing.
I feel like, especially nowwhen there's one, like so many online
businesses and there's justlike so much competition, the only
way to like stand out andattract the right people is to like
insert so much of yourself andyour personality into your content.
Content, whether it's email ora podcast or Instagram or whatever,
(23:29):
which I've always.
Been afraid to do because likegrowing up I was always told like,
you know, like, oh, like quietdown, like stay like blended in and
stuff.
And I'm like, hell no.
Like these people clicked on abutton because they want to hear
from me.
So you know what they're goingto hear from me and that's how it's
going to be.
Yeah, that's like a.
It can be a hard transition tomake, but once you get to that point
(23:52):
where you can do it likecomfortably, like confidently every
time, it's worth it.
10 out of 10.
It makes such a big difference.
Yeah, it's great.
It took me a long time to justlike be me, especially even in my
emails.
And now that I have, I'm like,wow, it's so easy to like write out
an email now.
It's so easy to write out likea social media post or a Instagram
(24:16):
story.
Cause like, I'm just being me.
If you want to work with me,work with me.
If you don't, don't.
There's a lot of other peopleout there and I know what makes me
great.
And that's why the clientsthat I have hire me is because they
want me.
So I'm going to be me.
Yeah.
And especially in like aservice based, like business where
(24:38):
you're usually like workingone on one with someone, you want
to make sure it's a good fitfor both of you.
Like, I don't want to workwith a client that doesn't feel comfortable
working with me.
Like, that feels icky to me too.
Like it's not a goodExperience for anyone.
So.
And again, there are like aton of other people out there who
can do like similar thingsthat would be a better fit for them.
So, like, it's perfect.
Which is such a scary thoughtbecause you're like, oh, there's
(24:59):
so many people out there.
Like, why would anybody choose me?
And it's like, why wouldsomebody choose you?
Figure it out and use that.
Yeah.
And then talk about it all the time.
Exactly.
Yep.
What is a simple automationalmost anyone can and should have
set up, even if they feel likehaving systems in general is really
overwhelming.
(25:20):
They're welcome sequence.
Look, you don't want someoneto like, click on something, join
your list, and then suddenlythey're getting a broadcast from
you and they're like, who theheck is this?
What the heck did I sign up for?
Because, like, I do a lot of bundles.
That's where I like to get mysubscribers from.
If they click on the bundleand they're getting my product and
(25:43):
they have no idea who I ambecause they just found my product
in a bundle, I need to tellthem who I am because they need to
decide if they want to staythere and if they want to be there
because I'd rather them getrid of themselves before I did.
But on the other side of that,your welcome sequence is kind of
like the biggest thing becausewhat it should do is it should be
(26:05):
like, hey, welcome, I'm gladyou're here.
This is who I am.
Then it should tell them aboutyour business, what your offers are.
You should set expectationsfor your email list.
Because like, if I sign up fora freebie and then suddenly somebody's
emailing me every day and Ididn't know they were gonna be emailing
(26:27):
me every day.
I'm gonna unsubscribe fromthem real quick because I'm like,
I don't wanna hear from youthat often.
If one, I don't know who youare and two, like, I don't like you
enough for that.
So like, the welcome sequenceshould set expectations and be like,
hey, I'm gonna email you every day.
(26:47):
If you don't wanna hear fromme every day, like, let me know.
Maybe there's like a differentsegment that person has where they
don't send you every day, whoknows, but.
Or I'm gonna email you once amonth or once a week.
So it should welcome introduceyou and your business, tell them
what makes you awesome, andset expectations for how the rest
(27:10):
of your email list is going to go.
Maybe you hit them with anoffer right at the end of your welcome
sequence but that way theykind of get like a nice big overview
of who you are, what you do,what you can offer them and then
they'll be like cool, I wantto stay here, I want to hear from
this person or they'll leave.
It's basically where you'regoing to weed out people.
(27:31):
And I don't know it's reallyeasy to set up.
It's just a couple emails.
There's no like there is somefancy things you can do with it.
That's where I do for myclients like a lot of like the tagging
to really break people intosegments like right away that's something
that you can do like later on too.
But I really like to helpbreak like subscribers up through
(27:52):
the welcome sequence based onwhat they're clicking and what they're
engaging with.
But it can be very simple.
You can just be like joinsform, go into welcome list, exit
automation.
It can be that simple.
Yeah, and I feel like when youdo, because I do this too like get
(28:14):
subscribers from bundles andyou're getting like a whole bunch
at once but then also thepeople who are getting the like gifts
from the bundle, they'resigning up for so much stuff at the
same time and getting like somany emails at the same time.
You gotta, you gotta havesomething to like stand out and to
remember them by.
Yes.
So I didn't coin this, I wannapreface that first before I say this.
(28:35):
I learned about the power ofthe six hour email because people
are doing those bundles andthey're clicking a whole bunch of
stuff and they're getting themall right then.
Well my first email in mywelcome sequence comes six hours
after you subscribe to my list.
So you get your email from melike with the freebie right away
when you click on it.
But then six hours later I'mgonna hit you with the hey, here's
(28:56):
who I am, here's what I do.
I'm glad you're here.
Like that way you're, it'sstill fresh enough to where you're
like oh this is somebody thatI just subscribed to but it's not
too late to where everybodyelse is sending their first email
and it's like oh my God, I'mgetting lost in this whole group.
People that are.
(29:17):
That's why I also tell peopleto play with your time delays because
like delaying your email bylike 6 hours or 12 hours or 18 or
24 like could actually makethe difference in like how well your
automations do because againif we all had like the same type
(29:38):
of time delays and somebodysigned up for a whole bunch of emails
all at the same time, they'regoing to be getting all of those
emails all at the same time.
So you never know how like thedifference of like a couple hours
and a time delay could totallychange how people respond to and
open your emails becauseyou're the only one in their inbox
at that moment.
(30:00):
It's a really good point.
Do you think that issomething, one of those things that
people should be looking atwhen they do their like quarterly
check ins?
Yeah, for sure.
Like if you notice that you'relike say you do participate in a
bundle and like the bundleautomation that you have going isn't
(30:21):
doing too well, like eitherpeople aren't opening it or people
aren't clicking in it, thenyou should mess around with those
like time delays button movements.
That's why I kind of say thatlike where your button is like the
hyperlink colors the subjectlines, I wrap those into tech because
I also look at those with liketime delays and how I structure like
(30:44):
an automation versus like howI write the copy.
But yeah, I, I like to saylike just with your quarterly check
ins, like very first thing,check your cold subscribers, then
go in, check how your openrates and click rates are doing and
then see where like maybe likethe lowest click rate or the lowest
(31:08):
open rate is and see what wentwrong in that spot and try to fix
that.
Try not to fix everything allof the time because then you're hitting
like too many variables andthen something will work somewhere
and you'll be like, I figuredit out and it's like, okay, but which
one worked and why did it work?
So like you need to focus onlike one at a time.
(31:31):
So sometimes like you can goin and check like your metrics monthly
instead of quarterly.
If you have like a couplespots that need work done that way
you can like focus on one at a time.
That's such good advicebecause I feel like the temptation
is there to fix like all thethings at once.
But then when it does workyou're like, I don't know which one
(31:53):
I.
Should keep doing 100%.
Now what advice would you giveto a business owner who's stuck in
this?
I know I should set up likesome automations, but I just cannot
get started or I don't knowwhere to start.
I would say to just like goin, set up that welcome sequence
(32:14):
and then schedule a time blockon your calendar to go in and do
it or Hire someone to do it.
Simple.
One of those two things.
Um, another thing you can dothat I plan to have out later this
month.
I'm gonna say the word laterthis month because I know when this
is air.
Later this month I will belaunching a membership.
(32:36):
I will put the wait list inthe show notes because I have that
now.
But I'm putting a membershipout called the Tidy Tech Hub and
I will be sending you weeklyautomation templates.
So all you have to do is justput like okay, I need to put a trigger
(32:57):
and now a time delay in this.
You don't have to figure itout from like your head or like looking
it up.
You have an automation rightin front of you.
Just put it into your platform.
And that's the whole pointbecause like a lot of the memberships
out there for emailing arecopywriting emails.
Like people will send youweekly like templates, which don't
get me wrong, I actually havethat too.
(33:19):
But people will send likeweekly copywriting templates.
And while that's great andeverything, it doesn't handle the
tech part.
And so my membership is nowgoing to be focused on like here
are the automation so that youcan put automations into your like
email service provider to beable to kind of get that going because
(33:42):
it is confusing and sometimesnot everyone can afford someone to
come in and do the work for them.
Which I also priced mymembership very low for that same
reason because I grew up not alot of money, started my business
not a lot of money and it'sreally hard when everyone costs so
much.
So I have a low costmembership that can teach you how
(34:05):
to place automations all onyour own that's also going to have
office hours and build alongsand guest speakers and it's going
to be great.
But yeah, I'd say just startwith your welcome sequence book out
time to do more when you canhire someone or just join our membership.
Lots of good options there.
I love a good membership forthat reason.
(34:25):
It's like you're getting thegood information that you need but
it's also like so much moreaccessible and manageable because
like a lot of the times we arelike super smart and we could figure
it out and like do theresearch and like figure it out all
on our own.
Everybody.
Yeah, but like do you want todo like after breaking up a bunch
of sibling fights and thenlike making dinner, do I really want
(34:48):
to spend the time and brainspace doing that?
No, I want someone to be likehere and I can be like cool I'll
just make it my own.
Yeah, exactly.
You said your membership alsohas like, was it office hours, is
(35:09):
that right?
Yeah.
So once a month I'll have whatI call like office hours, where it's
just like a live Q and A.
People can come in for anhour, ask questions, I'll answer
questions.
No one really has questions.
I'll start talking about someof the templates that get sent out
and then quarterly I'll have.
(35:30):
It'll switch between a buildalong where like I'll pick a template
that I think is superimportant and I'll go and share my
screen and build the templateout to show them like how a build
like can look inside of likekit or inside of flodesk.
And then the other quarter.
(35:51):
So two of the quarters willget a build along and the other two
quarters will get like a guest expert.
It'll probably be somebody incopywriting for one and then I haven't
picked the other one yet.
Valid.
I love a good guest expert.
You're actually doing a guesttraining in my membership.
I thought, I thought I had tohave it this month and I've been
(36:12):
having like these mini heartattacks that it's due in like three
days.
And I go, it's next month.
It's next month because I'mtrying to build the membership, I'm
trying to like finish themembership to like get it launched.
And I was like, oh my God, Ihave to record this too.
That's next month.
That's next.
Yeah, no worries.
You have plenty of time.
(36:32):
That would be a lot to do allat one time.
Yeah.
So I'm glad you realized thatwas not the case and you do have
more time.
I also love that you includedoffice hours in your membership.
I feel like there's a lot oftimes where programs will have weekly
live calls and things and likeI don't know if I have questions
enough to actually join, but Ialso don't want to miss out.
(36:54):
It's like monthly feels likethe good amount of like.
Yeah.
Because you know what time itis and it's coming.
I'm also going to like sendout an email to everyone in the membership,
like probably like a weekbeforehand saying like if there's
any questions you have andyou're not able to make it because
I'll send the replay out ifyou have any questions you're not
able to make it.
(37:14):
Send the questions here.
If I have time, I'll answerthem type thing.
Yeah, that's why I have it inmy membership too.
I Do a monthly office hours,but it's, it's through like Voxer,
so it's like a little longerbecause it's not as like live and
interactive in that way.
But yeah, you get a lot ofgood questions answered, for sure.
(37:37):
Yeah.
And people have been callingme crazy because I'm only pricing
it at $11 a month.
But again, we have the Walmart mindset.
Oh, my goodness.
Yeah, that's wild.
Okay, so for $11 a month,like, if you are listening to this
and not joining, what are youdoing with your life?
Definitely putting the linkfor that in the show notes.
And what is the membershipgoing to be called?
(37:59):
The Tidy Tech Hub.
Because we're trying to stickwith my little cozy theme that I
got going on.
I thought Tidy was a goodlittle cozy acronym.
And because I had Tech Hub, Ijust needed like something extra.
So.
So we're going to keep ourtech tiny people and we're going
to go to the tiny Tech Hub andget our templates.
(38:22):
I love that.
That's a. I love that branding.
I had someone on a coupleweeks ago or a month ago.
I get so confused because thetime I like schedule to actually
talk to people and the timethe podcasts actually get published
are very different.
But at some point in the past,I had a branding expert on Iza and
she was talking aboutbranding, like specific offers within,
(38:44):
like your bigger brand.
And yeah, it was, it was very interesting.
That's what that reminded me of.
I love, I love seeing that.
It's so fun.
Yeah.
And the best part about, like,I think my favorite part about the
Tidy Tech Hub, there's so manygood parts about it.
My absolute favorite part islike, I've broken down my templates
into four categories and youcan choose which category you start
(39:06):
with.
Not everybody is going to getthe same template on the same week.
You can choose the category tostart with because maybe you have
your foundations down andyou're really struggling with nurture.
So you can start in thenurture segment of the templates
and start getting those onesbecause that's what is important
to you in this time.
And then you can come backaround to foundations later.
(39:29):
But the four categories arefoundations and welcome systems,
nurture and engagementsystems, launch prep and sales systems,
and then cleanup, growth andseasonal systems.
So you can pick whichever oneof those that you want to start with,
and you will eventually getall of the other ones throughout
(39:52):
your year.
Throughout the year, it iscanceled anytime.
I suggest staying in for thefull year to get all of your templates.
But you can pick which one youwant to start with.
That's going to serve you thebest right now in your business.
And then you can always comeback and rebuild the other ones that
you thought you had downgrade.
I love that so much.
(40:13):
That's so smart because yeah,different people are at like different
stages and like have different things.
So.
But then by the time you getaround to that one you didn't necessarily
need at the beginning, itmight be a good time to revisit it
if things have changed andthen you have.
The same to everybody.
And somebody was like, Ialready have my welcome and my nurture
(40:33):
and my sales.
I just need to learn how to dolike cleanup and stuff.
I don't want them to have towait for like 39 weeks to finally
get to the cleanup stage.
No, like, you can start there.
Yeah, I love that so much.
Now I feel like I don't knowvery many memberships that offer
(40:55):
that kind of option.
So that's like super awesome.
I. I'm trying to be like,while just like, oh my God, like,
look what this person did.
So the value.
Yeah.
All the best ideas.
So definitely check that out.
And then also check out thecozy method.
There will be a link for thatin the show notes.
(41:16):
And one last question beforewe say goodbye.
If your inbox could send onemessage to every mom business owner
out there, what would it say?
Focus on your kids.
Just that.
Honestly, I don't know.
I just finding ways to focuson your kids and be present in their
(41:39):
lives to me is more importantthan anything else that I can do
in my business.
Like I work in the gaps oftime that I have in between my kids,
like whether they be nappingor asleep or maybe I put on a movie
today.
So now I have like a two hourtime block that I can work.
(42:02):
Focus on your kids.
They're probably the reasonyou started your business in the
first place.
Some things in business can wait.
If you prioritize your clientsover your kids, your business is
probably going to fail.
Because if you lose your whyyou lose who you are in your business,
so then it's all just going togo downhill.
Focus on your kids and thenalso let things work for you.
(42:27):
Set up systems, set up tech.
Because you can focus on your kids.
Or you can focus on your kids.
Exactly.
Yeah.
Yeah, that's so true.
I feel like it's.
It's really nice to be able towork with kids at home having like
the flexibility of it, but itcan also be really difficult.
(42:49):
So having like thoseboundaries in place where these two
things are like, I mean asmuch as you can when you're working
in like these minimal marginsof the day where they are separate
so you can be like fullypresent with your kids to like be
the amazing badass mom thatyou are versus like the amazing badass
business owner over here.
I feel like when I let themkind of if I'm like playing with
(43:10):
my kids, thinking aboutbusiness or like doing business and
like thinking about my kids, Iend up resenting my business more.
So setting those boundaries soyou can be present and focus on your
kids and set up thoseautomations so you're able to makes
a world of difference in bothmotherhood and entrepreneurship.
Yeah.
Knowing that I have clientsthat convert because I nurtured them
(43:34):
and sold to them through mybusiness, through my emails.
So much easier than having tobe like, oh, I need to follow up
with this lead and follow upwith this person and check on this
person.
Like my email did that all for me.
Yeah, it's just working in thebackground while I hang out watching
movies.
Perfect.
And where can people find youon Instagram?
(43:58):
So all three Instagram, TikTokand Threads.
You can find me at Emailingwith Emily.
Emailing with Emily with dotsin the middle.
I'm all at the words and thoseare the three main places I hang
out.
If you do go to TikTok, it'sactually it's more of a personal
TikTok but I like to keep allof my stuff together.
(44:18):
So if you really want to getto know me business wise, Instagram
and Threads is going to bewhere it's perfect.
And I will have links for allof the things in the show notes and
thank you so much for comingand talking to me about all things
email.
Yeah, thanks for having me.
Thanks so much for hanging outwith me on mompreneur Mastery.
(44:38):
If this episode gave you moreclarity or a little boost of confidence,
I would love for you to followthe show, leave a review or share
it with a fellow mom buildingher business on her own terms.
And hey, if something reallyclicked DM me on Instagram, I am
ocially yours strategist andtell me the one thing you're doing
differently.
After listening, I lovehearing what is landing for you.
(45:00):
Until next time, here is toless stress, more sales and a business
that actually fits your life.
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