February 21, 2024 • 46 mins
When every dollar spent on email marketing brings a staggering $45 in return, it's no wonder Tina and Amanda are ecstatic to share our latest discoveries in crafting emails that truly resonate with audiences. This isn't just about promotions; it's about enriching your customers' lives with messages they can't wait to open. From showcasing the profound impact your natural products can have on their well-being to stirring excitement for events that connect them with industry mavens, we're divulging all our secrets to make your email strategy a resounding success.
Imagine opening your inbox to find a story that mirrors your own struggles and triumphs. That's the power of personal narratives we explore in this episode. We've got anecdotes that will make you laugh, nod in agreement, and possibly even shed a tear, but more importantly, these tales of transformation—like the remarkable journey from pink eye to clear insight with colloidal silver—illustrate the trust and engagement you can build with your audience. And get this: we're showing you how to weave these stories into your mass email campaigns to foster a bond that feels as personal as a one-on-one conversation.
But wait, there's more—think you've got your email marketing down to a science? Wait until you hear us talk automation magic, where the perfect blend of humor, cultural references, and tailored content turns leads into loyal fans. We're not just throwing tips at you; we're turning the spotlight on the strategies that have our inboxes buzzing and our products flying off the virtual shelves. So, buckle up and join us for a journey through the twists and turns of email marketing that's as profitable as it is delightful. Don't forget to hit subscribe for more electrifying episodes that could redefine your approach to connecting with your tribe.
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About Amanda Ballard
Amanda has worked in natural products marketing in the retail setting since 2016 and has a great understanding of the unique challenges and opportunities that retailers in this industry face. More than anything, she wants this industry to continue to boom and believes much of that success hinges on the ability of retailers to do well in their businesses and market their products effectively.
About Tina Smith
Since 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tina Smith (00:00):
These are the things that you should be talking
about in email.
You're already doing it in yoursource.
You don't need to think aboutcontent and what should I create
?
I think that's the biggestbarrier that people have to
putting out emails is they'relike what am I supposed to be
talking about?
The same thing that you talkabout when your customers come
in your store.
Welcome to the Natural ProductsMarketer podcast.
(00:25):
I'm Tina.
Amanda Ballard (00:27):
And I'm Amanda, and we're here to make marketing
easier for natural productsbusinesses, so you can reach
more people and change morelives.
Tina Smith (00:35):
Hi there and welcome back to another episode of the
Natural Products Marketerpodcast, and today we're
continuing our conversationabout email marketing.
So last time what we talkedabout was growing your email
list, and we know that that'salso related to another podcast
episode we did, amanda, aboutthe seven steps that you can
take to dominate your localmarketing.
(00:57):
So obviously we think emailmarketing is really important.
Amanda Ballard (01:02):
Yeah, absolutely .
And one thing and we said thison the last episode about emails
, but we really wanna just drivethis home that there are
statistics saying that only 64%of small businesses are
utilizing email marketing intheir businesses today and we
wanna change that.
It needs to be 100% because webelieve that this is so
(01:22):
important.
It is the most effective way toreach your customers on a
one-to-one basis and get themaximum ROI.
Tina Smith (01:30):
Yeah, just as a reminder of what that ROI looks
like, the statistics also sayfor every $1 you spend as an
e-commerce brand or a retailbrand, you will receive $45 back
in revenue.
So that is a huge ROI.
Everyone should be using thischannel.
Amanda Ballard (01:51):
Yeah.
So today we kinda just wannaspend a few minutes kind of
focusing in on what types ofemails that you could be sending
that would be effective, andthen just some practical tips of
how to make them more effective.
So we'll kind of just do kindof like a popcorn style use this
tip, use this tip, but let'sspend the bulk of our time just
(02:13):
going through some of theseeffective emails that we think
could be implemented in anybusiness today.
Tina Smith (02:20):
Yeah, and to be clear, our last episode was on
growing your email list, andeveryone should continue to grow
their email list.
More eyeballs, more audience,the more chance you get of
conversion.
But we think most of youalready have an email list.
You have been selling productsfor a long time.
If you are a retailer, you havebeen gathering that type of
(02:42):
information, and so now we'retrying to give you some
practical steps to be able touse the email addresses that you
have to really start to growyour revenue and just create a
great relationship with yourcustomers, which is what you're
all about anyway.
Amanda Ballard (02:57):
So, before you even open your email provider of
choice, we'll just useMailChimp, for example.
Before you even open MailChimpin your web browser, do you have
a plan to communicate somethingof value to your customer?
Because, at the end of the day,if this email that you're about
to send doesn't provide valueand you're just talking about
(03:19):
yourself and how great you are,no one cares.
They wanna know what you aregoing to do to help them improve
their life, right?
So, whether it's you know we'reintroducing a new product or
we're telling you about an event, be very clear in your mind
what you're communicating andhow it's actually going to help
the customer.
Tina Smith (03:38):
Yeah, one question I always ask is what's in it for
me?
I put myself in the seat of thecustomer and I say what is in
it for me?
So you were talking about hey,you don't just wanna be talking
about yourself, you wanna havewhat's in it for the customer.
And there are ways to tell yourstory about you and how great
(03:58):
you are that frame it up andwhat's in it for the customer.
Because sometimes when you'retalking about, hey, we just won
this award, why is thatimportant for the customer?
Or hey, we have thesecredentials, why is that
important for the customer?
And sometimes it's like we wentafter this award or we went
after this education so that wecould bring you or do the work
(04:21):
for you or do the research foryou, so that you don't have to.
So framing up the thing aboutyou in a way that's valuable for
the customer, asking that onesimple question what's in it for
me?
And putting yourself in theshoes of the customer Every time
you write an email, that makesyour emails way more effective.
Amanda Ballard (04:40):
Yeah, absolutely .
I love that, and I think itapplies to every single type of
email, right, Tina?
So you could send out an emailjust with a list of events
upcoming.
But even if you just take a fewminutes to write a short
summary of why this speakerthat's coming in from out of
(05:02):
town is just like the bee'sknees on Omega-3 education and
she's the best in the businessBe able to hype up Like we
really care about you and thisis one of the most essential
nutrients that you can take, andso we are doing our best to
(05:23):
bring you the best, and so youcan toot your own horn in a very
subtle way, but also that getsthe customer excited to be like
oh, wow, they're legit, likethey really care to go out of
their way to bring in thesepeople.
Tina Smith (05:39):
Yeah, absolutely.
And one thing about events,especially if you're bringing in
a special speaker, this is anamazing time to offer your
customer the chance forface-to-face time that they
wouldn't get without you.
So normally they would pay tosee a practitioner like this and
they're getting thatface-to-face time with you for
free.
And, number two, they can askany question they want.
(06:01):
So this is the moment that theyhave to come in and get their
specific questions answered thatmight not be in materials on
the internet, they might not beable to find a YouTube around it
.
They have a very special usecase.
Whether it has something to dowith their family member, their
own health, they can bring thatto the specific expert and ask
(06:25):
all the questions they want.
So those are huge things forpeople when it comes to events,
especially when it has specials,expert speakers.
Amanda Ballard (06:33):
Yeah, and definitely play to your
strengths.
You know I think there's every,you know every natural products
business should kind of havetheir, their things, that kind
of define them, whether it's youknow education, or you know you
have the best prices in town,or you know you have all of
these extra modalities that youoffer in your business.
Whatever your you know specialsauce is, lean into that in your
(06:57):
email marketing.
So like, let's just give theexample of you have a brand new
product that's come in.
You wanna provide theopportunity to get the word out
to the masses that you have thisbrand new product that could be
revolutionary to their health.
Well, whatever kind of yoursecret sauce is, so let's just
(07:17):
say it's education, right upsomething that's going to be
like pretty meaty, and explainkind of how it works.
And you could, you know, do ashort little excerpt and link it
to a blog that has a lot moredetail.
So that way you're not likemaybe overwhelming people and if
they're still interested inlearning more, they can read
(07:39):
more.
But do do whatever it is thatyou do best in your emails and
communicate that.
That way you're being true toyourself and you're providing
value in a way that just makessense for you.
Tina Smith (07:53):
Yeah.
So as an example, you use theexample of education, which a
lot of our natural productsretailers automatically are
aligned with because they aredoing a lot of research for
people.
They're in this because theyhave a lot of knowledge and
expertise around differentproducts.
So education is key to the waythat they market and interact
(08:14):
with customers.
Another thing that I do see alot of retailers in the natural
products industry aligning withthis community, this sense of
community.
So if you're thinking about ifit's an expert, if it's an event
at the store you can talk about, come be with other people who
have the same issue, or come bewith other people who think like
(08:36):
you do.
There are ways to continue toalign with your culture and the
way that people experience you.
You can align with that onlinein your email marketing.
So Amanda was giving theexample of education.
I'm giving an example ofcommunity.
You might be something totallydifferent, but what we're saying
(08:57):
is in your email communications, align with that so that you
show up online the same way thatyou do in the store.
Amanda Ballard (09:04):
Yeah, absolutely .
Another thing that you could doto that would be a very
successful email campaign wouldjust be to communicate any
special offers that you mighthave.
It doesn't have to be anything,you know, crazy.
But there are some, somebusinesses that we, we know and
are, you know, work or work withthat that really drive in the
(09:29):
sales and they send out salesemails fairly regularly, and
there's a stat that we foundthat says that 50% of people buy
from marketing emails at leastonce per month.
So if you show up in a way thatyou know gives people the
opportunity to make a purchaseonline or, you know, drive them
into the store, if you don'toffer e-commerce, people are
(09:52):
willing to make purchases onlinevia email on a very regular
basis.
Tina Smith (09:58):
Yeah, and I think too, Amanda, this is something
that's naturally happening inthe store.
You're always having some kindof deal, a special, or you're
promoting a specific new productor product line.
So naturally, when people comein, you've done things to set
the store up that way or toremind people while they're in
(10:19):
there.
Hey, did you know we have thisdeal?
Did you know, did you see thatwe have this new product.
So it seems exactly the same.
Like you should follow the samepattern of the things that you
do in the store in your email,and that should be the same
thing.
So when you've got a newproduct, that's what you're
talking about.
When you've got an offer tohave a discount or buy to get
(10:41):
one free, or you know, buy abigger item and you get the same
as the smaller item it's thesame price, right, as a smaller
item.
These are the things that youshould be talking about in email
.
You're already doing it in yourstores.
You don't need to think aboutcontent and what should I create
?
I think that's the biggestbarrier that people have to
(11:02):
putting out emails is they'relike what am I supposed to be
talking about?
The same thing that you talkabout when your customer is
coming your store, it should bea natural iteration of
everything that's happening inyour store is also happening in
that email, and these two thingsshould come together and run in
parallel.
It'll be that same experience.
You don't have to think toohard about it.
Amanda Ballard (11:23):
Yeah, I love that and I think it just puts
this whole concept of marketingin general in perspective of you
want it to match your in-storeexperience anyway.
So, like why do we fret so muchabout what to say?
It's like you're already sayingit.
Like heck, just record whatyou're saying.
Yes, you know, work the salesfloor for a couple hours, record
(11:45):
what you're saying.
And then it's like I just gotmarketing material for a month
100%.
Tina Smith (11:50):
The same thing happens with questions.
So customers are coming in andthey're automatically asking you
questions.
So here's a great example.
I was talking to a retailer theother day and they were like my
customers are coming in withthese TikTok videos and
sometimes I'm like, oh, that'sreally good information and I
point them to the right product,but sometimes I'm thinking this
(12:11):
is really bad information.
So both of those are great forcontent.
You can put those on yourwebsite.
But also it's great for emailmarketing where you can tell a
story.
Hey, a customer brought me thisTikTok video the other day.
You can link to it and thentell what you think about it.
I think it's great and we havethis product.
(12:34):
That is right in line with whatthis TikTok are saying.
This is where they might havegone a little bit wrong in this
TikTok.
So here's what I would adviseand give that.
So again, what we're talkingabout is not working extra.
It's working the same andputting it in a different format
, and we're trying to make thissuper easy because it's such an
(12:57):
effective way of doing businessand, at the same time, it's the
most effective way for you to dothis and to add value is to do
things that you're alreadynaturally doing.
Amanda Ballard (13:10):
Yeah, and we talk about testimonials all the
time and how important they areto improving your presence
online.
And it's one thing to havegreat Google reviews and people
send in emails telling you theirstories.
But use that as collateral inyour marketing and build a story
around Susie's issues with herdigestive health.
(13:34):
Susie's willing to share allthe details, which I'm always
blown away by how many detailspeople share.
It's hilarious to me.
But if Susie's willing to shareher story, it's like build a
campaign around that.
You know have you know her.
You know five Sentence emailthat she wrote you.
(13:54):
You know, get her permission,obviously, to share that with
with the masses.
But it's like, okay, if Susiesaying that you know, by
following the dietrecommendations that this store
gave me, by adding these twoSupplements to her daily routine
, that she is, you know, feelingworlds better, add a little bit
of information, maybe tellingwhy those products work the way
(14:16):
that they do or why werecommended this particular diet
, you've provided more educationand used her real life story.
I don't know what is morepowerful than that.
Tina Smith (14:27):
Yeah, and you'll be surprised at how many people are
willing to take a selfie withyou or just have them standing
in your store.
They'll be willing for you totake a picture, or or hey, can I
do you mind if I record thisright now?
This is such great information.
I know it will be helpful forsomeone else that comes in the
store here.
Would you mind if we recordthat and send it out to the rest
(14:48):
of the people that shop here?
You would be so surprised byhow many people will say yes.
But if they say no, to be clear, you can still use the
information.
So they might say no, I don'treally want to be identified.
I don't really want my pictureout there.
I don't really want my storyout there.
You can mask it to protect theinnocent.
You can mask the personalinformation and still share the
(15:11):
content of the story.
So I had a customer come in theother day and they were
complaining about this type ofissue.
Here's what we did I asked afew simple questions to really
get down to the bottom of theProblem that they're having, and
we pointed them in thisdirection.
This might be helpful for youas well, or if you know someone
(15:31):
who's having some similar issues, send them over to the store,
will get down to the bottom ofit too.
It doesn't even have to bespecific to that problem you can
talk about.
This is our consultativeapproach, so there are a million
ways that you can use thisinformation.
But maybe you laugh at me allthe time when people ask me
what's the one thing that theycan do to grow their marketing.
(15:51):
I'm like stories, customertestimonials, taken all of the
information and send it out tothe world, and People are
willing to share a lot ofdetails and if they are willing
to do that publicly, take themup on it.
But if they're not, you canstill share the information
While protecting their personalidentification.
Amanda Ballard (16:12):
Yeah, and I love what you said about you know,
just making it so personal,because it is, it is personal.
You know you're you might besending an email out to five
thousand people, but only oneperson's reading it and you know
they don't know how big youremail list is.
And so I think, like I meanyou're just telling a story like
you would tell to a friend,right, you know, I helped, I
helped this person, you know,overcome this issue.
(16:34):
This is kind of what thatinteraction looks like.
You're painting that picture ofthat in-store experience and
it's like, oh, that doesn'tsound, that doesn't sound scary,
you know, I, you know, I thinksometimes people have this idea
of you know, I go into this, youknow business, and I've heard
that they're good people andthey could help me, but it's
like, oh, do I really want toshare, like, all these details
(16:57):
about, like, my bodily functions?
You know it seems, you know,daunting and you know, maybe
overwhelming and anxiety.
It doesn't sound pleasant.
But then, when you read emailslike that or you may be a Friend
forwarded you that email andyou're like, oh, like these
people are, like they have avery gentle approach, like
they're not Going to, you know,yell at me, for you know, I eat
(17:21):
McDonald's a couple times amonth.
They're not gonna yell at mefor that, you know.
Whatever it is, I think itpaints this picture of you know,
translating that in-storeexperience to online.
But just there's, there'speople behind the business, and
I think that that's, at the endof the day, what really is
always going to set apartIndependent retailers is the
(17:41):
people.
Tina Smith (17:43):
Yeah, and you know that just reminds me of one
extra step you can take withthese stories.
I mean, I know like you'retalking about is your own
personal health journey.
Sometimes it can feel a littleLike you're being a little too
vulnerable when you startsharing your own personal health
journey, and I know we'resupposed to be the bastions of
health, so you know we'resupposed to be preempting all
(18:06):
these things before they everhappen to our bodies.
But I'll tell you that someonethat we work with that Started
to have an Issue, a medicalissue they were.
They felt a little bitembarrassed before they put
their story out into the worldand then, when they did, when
they did finally drop that guardand be a little bit vulnerable
(18:29):
and talk about how they had toseek help From the medical
community while using some ofthese natural products.
It was the most read, mostwatch, most clicked through of
anything, because it was like,oh wait, you're human and so you
start to see the beauty in thatstory.
And you know I write blogarticles for some of our clients
(18:49):
and and for other people in theindustry, and one of the best
performing blog articles I everwrote was I got pink eye from my
niece and I used colloidalsilver drops instead of using
the antibiotic drops, actuallycouldn't get the antibiotics, so
(19:09):
I was like, what do I do?
So I used colloidal silverdrops and I took pictures of my
gross eye and posted it in thisarticle.
And it is thousands and stillgrowing, but thousands of
website visits every monthbecause I Told a story about
using a product for a use case.
(19:31):
So those three things made thatarticle a little bit magic and
you can do that too.
So we're out ranking Dr Axe andother people that really get a
lot of clicks and have a lot ofTraffic already.
We're out ranking them on thisone topic because it was a story
(19:51):
, it was a use case and it wasvulnerable and there are
pictures.
So people are yeah just type incolloidal silver for pink eye,
but seriously like getting alittle bit vulnerable about your
own personal health Journey oreven these specific use cases.
(20:13):
Like you, you've started toexperience something.
This helped you.
Here's how.
Here's what the outcome is.
It's not medical advice, it'san experience and it's a great
way to bring people into yourstory.
And you have it.
You everyone has helped thingsthat come up for them and so you
have that content, so use it.
(20:35):
I bet you're telling the storyin your store, so why not use it
in your, on your website or inyour email campaigns?
Amanda Ballard (20:43):
Yeah, so I think we've covered a lot of the the
meat of what they can talk aboutin these emails and be super
impactful with these.
But let's dive a little bitdeeper into just some practical
tips that can make these emailsmore effective, you know, in
improve your open rate.
You know, engagement rate,click-through rate, things of
(21:06):
that nature.
Tina Smith (21:08):
So I want to be clear, amanda, before we get
started, that, like you don'thave to put out that much
content.
All of the statistics aresaying hearing for people,
hearing from brands more thantwo to four times a month, it
causes some fatigue.
So, really, what we're talkingabout in a 90-day period, what
(21:28):
is that?
12 you get?
You need 12 emails and whatwe've already talked about,
we've given you ideas for promos, store your own personal story,
customer stories, offers andevents.
That's five things already.
Repeat that two to three timesand you've got content available
.
So it's not, it's it's mucheasier than you think.
(21:49):
Is what I'm trying to say, andif you want those to be more
effective now, I mean just gonnawalk us through ways to help
make that happen.
Amanda Ballard (21:56):
I think we've said it again.
It's you have the content, justget the get.
I think get out of your headand Stop making it so hard.
All right, so the first thingthat I want to touch on is
segments, and we talked aboutthis in our previous episode.
We touched on it about creatingthese, these niche audiences,
(22:19):
within your email list, and IWill hold to this forever, that
this is Probably my favorite wayto communicate via email, like
I love having a large email listand, you know, communicating to
all of my customers, but Ifound that the most successful
campaigns have been throughthese segments.
Tina, what was that stat thatyou were sharing with me earlier
(22:42):
today about the success ofsegmentation?
Tina Smith (22:46):
Yeah, mailchimp always has these.
Hey, here's how you can makeyour, your email campaign better
.
And, by the way, we are notsponsored by MailChimp.
Unless they want to sponsor us,reach out to us MailChimp if
you'd like, but we're notsponsored by MailChimp and
actually I don't use that withevery client.
It's not the best email systemfor every client.
So this is just an example.
(23:07):
But they have a lot ofaggregate data because they work
with a lot of differentCompanies and they always
advertise as soon as you log in.
If you want a 33 percent higherclick-through rate, use
targeted segments.
So it's obvious to them, withall of their data, that using
segments gets a higher open rate, it gets a higher click-through
(23:29):
rate.
So it's a wonderful way to makeyour email marketing more
effective.
Amanda Ballard (23:34):
Yeah.
So with that in mind, I thinkthere's multiple ways that you
can build these segments withinyour email list.
It can be through a digitaldownload we talked about that
last time.
It could be through looking atyour point of sales data and
who's opted in for marketing,who's purchased skincare in the
(23:56):
last 90 days.
Okay, well, I can build asegment based off of this.
We had an event on prenatalhealth and we did an event with
that.
Okay, here's an event, here'sall the people that registered
for that event.
We're adding to that list.
You could have countlesssegments.
(24:16):
I think the beauty of that iswhatever you're most passionate
about in that time or whatever'stimely.
If there's a TikTok that'strending on blood sugar, it's
like, yeah, maybe that issomething that you should
probably blast out to the masses.
But it's like, if it'ssomething for prenatal vitamins
that's such a niche market thatonly impacts women in a certain
(24:41):
part of their life, then youreally probably don't care
beyond that, unless you justreally really want to stay in
the know about these things.
I think it's one of thosereally cool tools that you can
use to reach an audience whereit's a white hot lead of hey, we
(25:02):
got in this brand new prenatalmultivitamin.
It's the best on the market.
Okay, I have a list of allthese young moms.
Maybe they're planning onexpanding their family in the
next couple of years.
Send it to them.
That can also be things that youare super passionate about as a
business owner.
If you are just right now,skincare is your thing.
(25:26):
You can blast out skincarepromotions or highlight a new
brand or an event whatever itmight be that you think would
resonate with that audience.
You're going to know thembetter than anybody else,
especially if that's yourfavorite part of the story.
You're hanging out there.
You're going to know what theywant to learn more about.
(25:48):
You can provide that reallytargeted information to that
group of people.
I think that the results willspeak for itself.
I think it's pretty undeniablehow successful those campaigns
can be because it's so narrow.
I think if you can get themessaging right, you'll hit home
(26:08):
runs every single day when youdo that.
Tina Smith (26:11):
Yeah, again, we're talking about segments.
Two of things like hey, I wantto know when you've got a new
product.
Hey, I want to know when you'rehaving an event.
It doesn't have to just be asubject matter, it can also be
related to well, you'renaturally going to be talking
about certain content anyway.
Hey, let me know, because Iwant to come to the store.
(26:33):
Whenever you guys are having ademo, a tasting, when you're
giving away free things, freeproducts, or when you've got a
special People tell you whatthey want.
We talked about downloadables,which are great for categories
like Amanda's talking aboutprenatal vitamins, pets, those
kinds of things.
You can also just ask in yourwelcome email.
(26:57):
We talked on our last episodeabout how eight out of 10 people
will open a welcome email 80%,which is huge.
In that email you can say hey,we want to get to know you
better.
What are the things you're mostinterested in?
Send them on a landing pagewhere they can just checkmark
those little click boxes.
(27:18):
Then you'll have automaticsegments that you can start
talking to about very specificproduct categories.
Amanda Ballard (27:28):
It makes email even more personal.
I think when you use thesesegments because it's like this
is what I signed up for, I toldthem that I want to do this and,
wow, they're delivering I thinkit then just shows a level of
intentionality with the businessand making it feel like you're
the only customer.
You're getting that, exactlywhat you signed up for.
(27:50):
I think that that will speak alot to you as a business when
you do that.
Tina Smith (27:56):
Also we're talking about.
You only need to email peopletwo to four times a month before
they start unsubscribingbecause they're getting too much
information from you.
One thing that we found is, ifyou want to do more than that
many times a month, some peopledo.
Some people that are listeningto this right now are thinking
oh God, tina, please do not tellme to email people more than
(28:18):
once a week.
Some people are ready, they'vegot someone on their email team
and they're ready to just sendout all of these emails all the
time.
What we would advise is once aweek seems perfectly normal for
most people.
If you want to do more than oncea week, it really should be to
these segmented audiences.
(28:39):
If it's someone who'sinterested in events and you
want to announce an event,that's okay to send more than
once a week.
Because they've said, this is apreference of mine.
This is more personal, likeAmanda's talking about Subject
matter too.
So prenatal vitamins, pets,those kinds of things.
If you have those categoriesready and available, either
(29:00):
you've segmented them through adownload or through this welcome
email and email preferences.
Then they'll welcome those.
They want to hear those.
Like we've said, our statisticsare showing things that people
are also interested in eventsand they're willing to share
them.
53% of people are willing toshare that you're having a local
(29:22):
event.
They also like things likebirthday and anniversaries and
other things that might becongratulating them for coming
in the store the 100th time orwhatever.
Those are very personal emails.
Those are segments of audiences.
If you want to do more thanonce a week, we're just saying
do these very segmented andpersonalized emails versus these
(29:44):
big email blasts that you'redoing two to three times a week.
Amanda Ballard (29:48):
The next thing to touch on and this will go
rapid fire a little bit throughthis just some practical tips.
One thing that I think is goingto be really crucial with
having more effective emails isbeing strategic with your
subject line.
Provide interesting things thatalso match the content.
(30:10):
You know, don't just doclickbait, annoying things, but
just be authentic.
And one thing that I reallyhave found lately that I've been
enjoying doing really justplaying around with it and
getting ideas is using chat GPTto help give me ideas for
engaging subject lines for myemails.
(30:32):
So you can, you know, just feedit some basic information.
Hey, I am, you know, I'm workingon an email for this event
coming up or my series of eventscoming up for the month.
I want to come up withsomething, you know, clever but
also clear, and here's a littlebit about my business and you
(30:53):
know some of the events we havecoming up, and it'll just within
a few seconds, just there, andyou can take it or leave it.
But I think it just for me it'smore getting my wheels spinning
, because then at the end of theday, like I know what language
resonates best with my audience,but sometimes I just hit those
you know, mental walls where I'mjust like I don't know Like
(31:14):
I've written so many emails atthis point where I'm just like,
yeah, my brain's not working orI need more coffee before I do
this.
So I think that's a great wayto do that and then kind of
jumping ahead a little bit.
We'll talk about AV testing alittle bit, but I think it's
really cool to try differentthings.
You can do AV testing and see,like you know, maybe you're
(31:35):
stuck between these two subjectlines that you really really
like Run them through an AV testand see what one performs
better.
Does your audience like having,you know, emojis in the subject
?
Does that resonate well withthem?
Or they're like like we don'tlike that?
We don't.
We don't use emojis when wetalk to each other.
So you can do these differentthings and I think just it's all
(31:59):
.
Again, you have to know whatyou're looking for and care
about the data, because I thinkyou know it's.
It's something I'm kind of anerd about and want to know,
like you know, what.
What emails are performingbetter than others and what can
I do differently to make themimprove.
I think maybe that's just mebeing a nerd, but I'm okay with
that.
Tina Smith (32:20):
Yeah, well, the same thing happens when you use
someone's name in the subjectline, they're more likely to
open and click it using it everytime.
Probably not a great idea, butyou can test it.
It's the difference betweenlike hey, 30% off on X
supplement versus Tina, I've gota 30% off this supplement and
(32:46):
it is.
It engages more when you seeyour name in a subject line.
Now if you start using that allthe time, it's probably not
going to be as effective.
But the AB testing is so easywith most of these different
email marketing tools.
I'm pretty sure I'm trying tothink of one that does not allow
that, but what it does?
(33:06):
You guys have thousands ofpeople on your email list, so
it'll cycle through a fewhundred and figure out which
subject line gets the most opensand then it'll send that out to
everybody.
So you can AB test a lot ofthings.
But subject lines are reallyeasy to AB test.
And, on that note, the samething like with all of these
(33:26):
email marketing tools, most ofthem have an AI tool now for you
to generate different subjectlines.
So if you're stuck thinking, ohmy gosh, now I have to put
extra effort into thinking ofmore than one subject line.
You really don't have to thinkabout it that much.
You push a button, differentsubject lines come up and you
can decide what goes where.
Send out a test, it'll pick thebest performing.
(33:49):
You're off to the races, noproblem.
Amanda Ballard (33:52):
So the next thing is just keeping it short
and sweet.
You don't have to write a novelwhen you're writing an email,
and I think it's just reallyimportant to kind of choose your
language carefully in a waythat speaks to their needs and
wants, and we already talkedabout providing that value.
But they're not going to theiremail to spend a lot of time
(34:14):
reading.
It's more skimming.
What's most important to me.
They might be willing to spenda little bit more time on
certain emails than others, butthe average customer is spending
nine seconds reading an email.
So, but what's the what's thecaveat to that stat, tina?
Tina Smith (34:30):
Yeah.
So my rule here is if it's astory, it's going to engage from
beginning to end.
Feel free to be as long asyou'd like.
What I will say is that emailsare similar to blog posts in
that people scan them first tosee if it has content that they
want to read so using headlinesin between paragraphs is very
(34:52):
helpful and then, when they'rereading them, the most
compelling text in an emailformat.
I'm not asking you to write anovel this way.
The grammar police are out toget me whenever I do this.
But you want short paragraphstwo to three sentences each.
You want short sentences.
So that means fragments areokay.
(35:13):
You can start a sentence withAnne.
There are.
There are rules that we breakall the time in emails and blogs
, because it makes it morereadable for the average user.
Now look, if you're a technicalscience company and you're
speaking to scientists, then yes, do your long winded version of
(35:33):
things with very complicatedlanguage.
But for the average retailerand even the average and we're
more science community, by theway the natural products
industry, but even the retailersreading manufacturers emails
it's best if the sentences areshort.
They're understandable,paragraphs are short, you have
(35:56):
scannable headlines and if youwant someone to click, make it
obvious with a button that has ahigh contrast background.
So all of these things make iteasier for people to scan the
nine seconds and figure out theywant to read it.
And then again, if it's a storythat's compelling enough for
someone to read from beginningto end, be as long winded as you
(36:16):
like, use pictures they'realways helpful in there but you
want it to be scannable forpeople so that they will
continue to engage with thecontent.
Amanda Ballard (36:26):
Yeah, and I'm glad you brought up the you know
being okay with breaking.
You know all the grammar ruleor I mean some of the grammar
rule still.
Still, you know Spell check andall of that.
But one thing that I love aboutWhenever Tina sends me an email
, I'm always excited to read itbecause she speaks my language
(36:49):
and what.
What I love about what Tina hasdone and there's other people
that do this really well too Isshe knows who her audience is
and she speaks a language thatthey, they can share.
So I remember you put out thisSurvey to to a lot of your you
know top clients of what TVshows do you like?
And I remember seeing that Iwas like, oh, okay, I see where
(37:11):
you're going with this, I likeit.
I am curious to see how this isgonna get implemented.
But I was like, okay, theoffice and parks and rack are my
two favorite shows.
Well, within a month orwhatever, I get an email and it
has Leslie note quotes and Justdifferent memes and all of this
stuff.
And I'm like this is amazing,like it's like I'm talking to my
(37:34):
friend and we're sharing all ofour favorite quotes but she's,
you know, incorporating theminto pain points that I'm
feeling as a marketer and it wasbrilliant and I was like man,
like I can't wait to see whatshe does next, and so I think
that that's something, whetherit's for your segments, you know
where you find out like, hey,these are my, my office lovers
(37:55):
and I can do fun things likethat with them.
Or maybe it's your, your wholeaudience, I don't know, it
depends on what your, youraudience, looks like.
But Knowing your audience,speaking their language,
whatever they find funny, tokeep things lighthearted Because
I think that's the funny thingtoo, like you know, we're
talking about health a lot.
(38:15):
It's funny sometimes, like whatour bodies do, and it's like we
can laugh about that, and so Ithink incorporating different
things, like shared sense ofhumor, I think is a really good
idea.
Tina Smith (38:27):
Yeah, man Tushy is one of those brands that does
this so well.
I don't know if you know themor not.
They do toilet paper things toclean your toilet, and all of
their Contents about butts, andthey just talk about it all the
time, and they're really funnywith it.
So the one thing to rememberabout funny, though, is that it
(38:47):
is for mass audiences.
It compels mass audiences to bea part of your ecosystem.
It's not for luxury brands, soif you are a luxury brand, I
would steer away from funny Moreoften than not.
I'm sure there are exceptions,but typically so there's more
(39:08):
elegant, elevated brands, humors, not your thing.
But to Amanda's point, what youdo and you guys can easily
implement this too, and this ispart of content as well.
You can send out a survey.
That's an easy piece of contentthat you can do to engage your
email list, and that survey canbe about something that has
(39:28):
nothing to do with naturalproducts, like hey, what's your
favorite TV show?
I think the way I Referencethat in my initial email was if
you could only watch one showfor the rest of your life, what
would it be and what's thefollow-up?
And I had a lot of office andparks and rec fans, parks and
rec fans.
So that made it super simplefor me to be like oh, these
(39:51):
people are my people.
They understand my sense ofhumor.
I think you'll find the samethings in your, in your retail
stores, if you start askingSilly questions like that,
especially on social media,because those are super engaging
.
But you can send that out as anemail as well, and people are
so much more willing to answerthat kind of question than they
(40:12):
are anything about their health.
Amanda Ballard (40:13):
Yeah, because it's all them right.
You know it's.
People love talking aboutthemselves.
Tina Smith (40:19):
Yes, and it's like one of those quizzes like hey,
what color are you?
Amanda Ballard (40:24):
What Disney princess are you?
Tina Smith (40:26):
Right, anything like that.
It's very entertaining forpeople and they're willing to
give you information for it.
Amanda Ballard (40:33):
Yeah, it kind of takeaways.
Choose your, you know, chooseyour moments of humor wisely,
depending on what type of brandyou are.
But, you know, I think at theend of the day, the point is it
goes back to understanding thelanguage that your audience
speaks and Whether it's yourwhole you know how you
communicate to your massaudience or how you communicate
to these different segments.
Just understanding what'simportant to them and what
(40:56):
what's going to you know makethem resonate with you more.
Yes, so the next thing isAutomation, and I cannot say how
much I love automation.
Um, one of my favorite ways toutilize automation is with these
lead generators that you shouldhave on your website, and so
(41:17):
anytime you get that, thatopt-in for you know, your
digital download or your quiz orwhatever it may be, that's when
you hit them with that welcomeemail.
We've talked about that, um,how powerful that welcome email
is.
But beyond that welcome email,depending on what your, your
lead generator was that got theminto that, that sales funnel on
(41:38):
on your email platform, that'swhen you can hit them with these
automated things that aretriggered based off of you know
what did they do, when was thelast time you emailed them?
And you can set up thesedifferent journeys, do different
testing to see what works andwhat doesn't.
But you know we talked aboutthis last time, this idea of
this magnesium quiz and what'sthe right magnesium for you, and
(42:00):
you can.
You know they download it.
You send them an email Thanksfor taking the quiz.
Here's your results next day.
Here's kind of the, the detailsthat maybe we didn't match you
with.
You know we recommended youtake this type of magnesium for
your needs.
Based off of that, but here'sand you know, a deep dive into
(42:20):
all the different types ofmagnesium To kind of show like
we know our stuff.
If your needs change, and youknow, maybe we need to address
more of Sleep, if that's more ofan issue, now you know this is
the the best magnesium for sleep, um, or whatever it might be.
Take a couple days off.
Next time you hit them withanother email and it's like
(42:40):
here's a story about A customerthat we had that had a similar
situation that you did and youknow, because we know your test
results.
You know you tested, you knowyou needed this type of
magnesium for your use case.
Here's a testimonial from acustomer that had a similar
story.
We're telling her story.
And then it's like, wow, okay,this is great, and so you can
(43:03):
send these automations, youdon't have to think about it.
And again it's.
It's that You're, you'rehitting them on multiple
different fronts.
You're, you know, getting thatwelcome email Providing them
value, showing that you're anexpert in that area, showing
them that they're not alone.
There's other people like them,I think.
And doing that with all,without pressing any buttons,
(43:26):
it's, it's lovely.
Tina Smith (43:28):
Yeah, well, again back to these mail chimstats
that we've seen on their homescreen.
It says get four times morecustomer orders by building a
customer journey.
So two things are happeninghere.
First, you have to pay to usetheir customer journey software.
So take it with a grain of salt, but truly they're making their
(43:49):
software more sticky for you.
The more effective it is, themore likely you are to continue
using them, and putting togethera customer journey will convert
into more sales, just likeAmanda's talking about.
And it does not need to besales emails, sales emails,
sales email.
It is the story that, hey, didyou think about?
These are some side effects youmight experience.
(44:11):
Here are the types that will bemost effective for you.
Here's another story.
And then a sales email.
So you're giving them a lot ofthat value add like we were
talking about at the beginning.
But then following up finallywith that call to action like,
hey, we have the products youneed.
Either come visit the store oryou can buy it online right here
(44:32):
.
Amanda Ballard (44:33):
Yeah, and just a few other side notes of other
effective uses of automation.
Tina mentioned them earlier.
You know birthdays,anniversaries, abandoned carts
are a great one if you doe-commerce, but those are just a
few and it's it's great to havethose in place because it's
just one less thing that youneed to worry about Sending you
(44:53):
not that you need to send a lot,but it's one less thing that
you need to worry about.
Tina Smith (44:57):
Yeah, and if I can say anything, as we're closing
this episode out About um, allthe information that we've given
you today, it's the same thingthat I say about everything else
.
Do it one at a time.
Rome wasn't built in a day andyou don't have to build your
entire email marketing campaignin a day.
Start with the four to fivetopics, repeating them over and
(45:21):
over that we mentioned at thebeginning of the podcast, which
are related to events andpromotions and offers.
Do that first segment.
Second, build customer journeysthird, and do that based on
your highest Revenue andprofitability items and the
things that people are mostinterested in, so that you can
(45:43):
get the best ROI for the amountof time and money that you're
going to invest.
So take it slow and build itright and Do what you can do.
You don't have to getoverwhelmed by the amount of
information that we're offeringtoday.
Take it one step at a time andevery little piece is going to
(46:04):
contribute to more growth foryou.
Amanda Ballard (46:07):
Thanks so much for listening to the natural
products marketer podcast.
We hope you found this episodeto be super helpful.
Make sure you check out theshow notes for any of those
valuable resources that wementioned on today's episode.
Tina Smith (46:17):
And, before you go, we would love for you to give us
a review.
Follow, like and subscribe onapple podcast, spotify, youtube
or wherever you're listeningtoday, and make sure you join us
for our next episode, where wegive you more marketing tips so
that you can reach more peopleand change more lives.
These are the things that you should be talking
about in email.
You're already doing it in yoursource.
You don't need to think aboutcontent and what should I create
?
I think that's the biggestbarrier that people have to
putting out emails is they'relike what am I supposed to be
talking about?
The same thing that you talkabout when your customers come
in your store.
Welcome to the Natural ProductsMarketer podcast.
(00:25):
I'm Tina.
Amanda Ballard (00:27):
And I'm Amanda, and we're here to make marketing
easier for natural productsbusinesses, so you can reach
more people and change morelives.
Tina Smith (00:35):
Hi there and welcome back to another episode of the
Natural Products Marketerpodcast, and today we're
continuing our conversationabout email marketing.
So last time what we talkedabout was growing your email
list, and we know that that'salso related to another podcast
episode we did, amanda, aboutthe seven steps that you can
take to dominate your localmarketing.
(00:57):
So obviously we think emailmarketing is really important.
Amanda Ballard (01:02):
Yeah, absolutely .
And one thing and we said thison the last episode about emails
, but we really wanna just drivethis home that there are
statistics saying that only 64%of small businesses are
utilizing email marketing intheir businesses today and we
wanna change that.
It needs to be 100% because webelieve that this is so
(01:22):
important.
It is the most effective way toreach your customers on a
one-to-one basis and get themaximum ROI.
Tina Smith (01:30):
Yeah, just as a reminder of what that ROI looks
like, the statistics also sayfor every $1 you spend as an
e-commerce brand or a retailbrand, you will receive $45 back
in revenue.
So that is a huge ROI.
Everyone should be using thischannel.
Amanda Ballard (01:51):
Yeah.
So today we kinda just wannaspend a few minutes kind of
focusing in on what types ofemails that you could be sending
that would be effective, andthen just some practical tips of
how to make them more effective.
So we'll kind of just do kindof like a popcorn style use this
tip, use this tip, but let'sspend the bulk of our time just
(02:13):
going through some of theseeffective emails that we think
could be implemented in anybusiness today.
Tina Smith (02:20):
Yeah, and to be clear, our last episode was on
growing your email list, andeveryone should continue to grow
their email list.
More eyeballs, more audience,the more chance you get of
conversion.
But we think most of youalready have an email list.
You have been selling productsfor a long time.
If you are a retailer, you havebeen gathering that type of
(02:42):
information, and so now we'retrying to give you some
practical steps to be able touse the email addresses that you
have to really start to growyour revenue and just create a
great relationship with yourcustomers, which is what you're
all about anyway.
Amanda Ballard (02:57):
So, before you even open your email provider of
choice, we'll just useMailChimp, for example.
Before you even open MailChimpin your web browser, do you have
a plan to communicate somethingof value to your customer?
Because, at the end of the day,if this email that you're about
to send doesn't provide valueand you're just talking about
(03:19):
yourself and how great you are,no one cares.
They wanna know what you aregoing to do to help them improve
their life, right?
So, whether it's you know we'reintroducing a new product or
we're telling you about an event, be very clear in your mind
what you're communicating andhow it's actually going to help
the customer.
Tina Smith (03:38):
Yeah, one question I always ask is what's in it for
me?
I put myself in the seat of thecustomer and I say what is in
it for me?
So you were talking about hey,you don't just wanna be talking
about yourself, you wanna havewhat's in it for the customer.
And there are ways to tell yourstory about you and how great
(03:58):
you are that frame it up andwhat's in it for the customer.
Because sometimes when you'retalking about, hey, we just won
this award, why is thatimportant for the customer?
Or hey, we have thesecredentials, why is that
important for the customer?
And sometimes it's like we wentafter this award or we went
after this education so that wecould bring you or do the work
(04:21):
for you or do the research foryou, so that you don't have to.
So framing up the thing aboutyou in a way that's valuable for
the customer, asking that onesimple question what's in it for
me?
And putting yourself in theshoes of the customer Every time
you write an email, that makesyour emails way more effective.
Amanda Ballard (04:40):
Yeah, absolutely .
I love that, and I think itapplies to every single type of
email, right, Tina?
So you could send out an emailjust with a list of events
upcoming.
But even if you just take a fewminutes to write a short
summary of why this speakerthat's coming in from out of
(05:02):
town is just like the bee'sknees on Omega-3 education and
she's the best in the businessBe able to hype up Like we
really care about you and thisis one of the most essential
nutrients that you can take, andso we are doing our best to
(05:23):
bring you the best, and so youcan toot your own horn in a very
subtle way, but also that getsthe customer excited to be like
oh, wow, they're legit, likethey really care to go out of
their way to bring in thesepeople.
Tina Smith (05:39):
Yeah, absolutely.
And one thing about events,especially if you're bringing in
a special speaker, this is anamazing time to offer your
customer the chance forface-to-face time that they
wouldn't get without you.
So normally they would pay tosee a practitioner like this and
they're getting thatface-to-face time with you for
free.
And, number two, they can askany question they want.
(06:01):
So this is the moment that theyhave to come in and get their
specific questions answered thatmight not be in materials on
the internet, they might not beable to find a YouTube around it
.
They have a very special usecase.
Whether it has something to dowith their family member, their
own health, they can bring thatto the specific expert and ask
(06:25):
all the questions they want.
So those are huge things forpeople when it comes to events,
especially when it has specials,expert speakers.
Amanda Ballard (06:33):
Yeah, and definitely play to your
strengths.
You know I think there's every,you know every natural products
business should kind of havetheir, their things, that kind
of define them, whether it's youknow education, or you know you
have the best prices in town,or you know you have all of
these extra modalities that youoffer in your business.
Whatever your you know specialsauce is, lean into that in your
(06:57):
email marketing.
So like, let's just give theexample of you have a brand new
product that's come in.
You wanna provide theopportunity to get the word out
to the masses that you have thisbrand new product that could be
revolutionary to their health.
Well, whatever kind of yoursecret sauce is, so let's just
(07:17):
say it's education, right upsomething that's going to be
like pretty meaty, and explainkind of how it works.
And you could, you know, do ashort little excerpt and link it
to a blog that has a lot moredetail.
So that way you're not likemaybe overwhelming people and if
they're still interested inlearning more, they can read
(07:39):
more.
But do do whatever it is thatyou do best in your emails and
communicate that.
That way you're being true toyourself and you're providing
value in a way that just makessense for you.
Tina Smith (07:53):
Yeah.
So as an example, you use theexample of education, which a
lot of our natural productsretailers automatically are
aligned with because they aredoing a lot of research for
people.
They're in this because theyhave a lot of knowledge and
expertise around differentproducts.
So education is key to the waythat they market and interact
(08:14):
with customers.
Another thing that I do see alot of retailers in the natural
products industry aligning withthis community, this sense of
community.
So if you're thinking about ifit's an expert, if it's an event
at the store you can talk about, come be with other people who
have the same issue, or come bewith other people who think like
(08:36):
you do.
There are ways to continue toalign with your culture and the
way that people experience you.
You can align with that onlinein your email marketing.
So Amanda was giving theexample of education.
I'm giving an example ofcommunity.
You might be something totallydifferent, but what we're saying
(08:57):
is in your email communications, align with that so that you
show up online the same way thatyou do in the store.
Amanda Ballard (09:04):
Yeah, absolutely .
Another thing that you could doto that would be a very
successful email campaign wouldjust be to communicate any
special offers that you mighthave.
It doesn't have to be anything,you know, crazy.
But there are some, somebusinesses that we, we know and
are, you know, work or work withthat that really drive in the
(09:29):
sales and they send out salesemails fairly regularly, and
there's a stat that we foundthat says that 50% of people buy
from marketing emails at leastonce per month.
So if you show up in a way thatyou know gives people the
opportunity to make a purchaseonline or, you know, drive them
into the store, if you don'toffer e-commerce, people are
(09:52):
willing to make purchases onlinevia email on a very regular
basis.
Tina Smith (09:58):
Yeah, and I think too, Amanda, this is something
that's naturally happening inthe store.
You're always having some kindof deal, a special, or you're
promoting a specific new productor product line.
So naturally, when people comein, you've done things to set
the store up that way or toremind people while they're in
(10:19):
there.
Hey, did you know we have thisdeal?
Did you know, did you see thatwe have this new product.
So it seems exactly the same.
Like you should follow the samepattern of the things that you
do in the store in your email,and that should be the same
thing.
So when you've got a newproduct, that's what you're
talking about.
When you've got an offer tohave a discount or buy to get
(10:41):
one free, or you know, buy abigger item and you get the same
as the smaller item it's thesame price, right, as a smaller
item.
These are the things that youshould be talking about in email
.
You're already doing it in yourstores.
You don't need to think aboutcontent and what should I create
?
I think that's the biggestbarrier that people have to
(11:02):
putting out emails is they'relike what am I supposed to be
talking about?
The same thing that you talkabout when your customer is
coming your store, it should bea natural iteration of
everything that's happening inyour store is also happening in
that email, and these two thingsshould come together and run in
parallel.
It'll be that same experience.
You don't have to think toohard about it.
Amanda Ballard (11:23):
Yeah, I love that and I think it just puts
this whole concept of marketingin general in perspective of you
want it to match your in-storeexperience anyway.
So, like why do we fret so muchabout what to say?
It's like you're already sayingit.
Like heck, just record whatyou're saying.
Yes, you know, work the salesfloor for a couple hours, record
(11:45):
what you're saying.
And then it's like I just gotmarketing material for a month
100%.
Tina Smith (11:50):
The same thing happens with questions.
So customers are coming in andthey're automatically asking you
questions.
So here's a great example.
I was talking to a retailer theother day and they were like my
customers are coming in withthese TikTok videos and
sometimes I'm like, oh, that'sreally good information and I
point them to the right product,but sometimes I'm thinking this
(12:11):
is really bad information.
So both of those are great forcontent.
You can put those on yourwebsite.
But also it's great for emailmarketing where you can tell a
story.
Hey, a customer brought me thisTikTok video the other day.
You can link to it and thentell what you think about it.
I think it's great and we havethis product.
(12:34):
That is right in line with whatthis TikTok are saying.
This is where they might havegone a little bit wrong in this
TikTok.
So here's what I would adviseand give that.
So again, what we're talkingabout is not working extra.
It's working the same andputting it in a different format
, and we're trying to make thissuper easy because it's such an
(12:57):
effective way of doing businessand, at the same time, it's the
most effective way for you to dothis and to add value is to do
things that you're alreadynaturally doing.
Amanda Ballard (13:10):
Yeah, and we talk about testimonials all the
time and how important they areto improving your presence
online.
And it's one thing to havegreat Google reviews and people
send in emails telling you theirstories.
But use that as collateral inyour marketing and build a story
around Susie's issues with herdigestive health.
(13:34):
Susie's willing to share allthe details, which I'm always
blown away by how many detailspeople share.
It's hilarious to me.
But if Susie's willing to shareher story, it's like build a
campaign around that.
You know have you know her.
You know five Sentence emailthat she wrote you.
(13:54):
You know, get her permission,obviously, to share that with
with the masses.
But it's like, okay, if Susiesaying that you know, by
following the dietrecommendations that this store
gave me, by adding these twoSupplements to her daily routine
, that she is, you know, feelingworlds better, add a little bit
of information, maybe tellingwhy those products work the way
(14:16):
that they do or why werecommended this particular diet
, you've provided more educationand used her real life story.
I don't know what is morepowerful than that.
Tina Smith (14:27):
Yeah, and you'll be surprised at how many people are
willing to take a selfie withyou or just have them standing
in your store.
They'll be willing for you totake a picture, or or hey, can I
do you mind if I record thisright now?
This is such great information.
I know it will be helpful forsomeone else that comes in the
store here.
Would you mind if we recordthat and send it out to the rest
(14:48):
of the people that shop here?
You would be so surprised byhow many people will say yes.
But if they say no, to be clear, you can still use the
information.
So they might say no, I don'treally want to be identified.
I don't really want my pictureout there.
I don't really want my storyout there.
You can mask it to protect theinnocent.
You can mask the personalinformation and still share the
(15:11):
content of the story.
So I had a customer come in theother day and they were
complaining about this type ofissue.
Here's what we did I asked afew simple questions to really
get down to the bottom of theProblem that they're having, and
we pointed them in thisdirection.
This might be helpful for youas well, or if you know someone
(15:31):
who's having some similar issues, send them over to the store,
will get down to the bottom ofit too.
It doesn't even have to bespecific to that problem you can
talk about.
This is our consultativeapproach, so there are a million
ways that you can use thisinformation.
But maybe you laugh at me allthe time when people ask me
what's the one thing that theycan do to grow their marketing.
(15:51):
I'm like stories, customertestimonials, taken all of the
information and send it out tothe world, and People are
willing to share a lot ofdetails and if they are willing
to do that publicly, take themup on it.
But if they're not, you canstill share the information
While protecting their personalidentification.
Amanda Ballard (16:12):
Yeah, and I love what you said about you know,
just making it so personal,because it is, it is personal.
You know you're you might besending an email out to five
thousand people, but only oneperson's reading it and you know
they don't know how big youremail list is.
And so I think, like I meanyou're just telling a story like
you would tell to a friend,right, you know, I helped, I
helped this person, you know,overcome this issue.
(16:34):
This is kind of what thatinteraction looks like.
You're painting that picture ofthat in-store experience and
it's like, oh, that doesn'tsound, that doesn't sound scary,
you know, I, you know, I thinksometimes people have this idea
of you know, I go into this, youknow business, and I've heard
that they're good people andthey could help me, but it's
like, oh, do I really want toshare, like, all these details
(16:57):
about, like, my bodily functions?
You know it seems, you know,daunting and you know, maybe
overwhelming and anxiety.
It doesn't sound pleasant.
But then, when you read emailslike that or you may be a Friend
forwarded you that email andyou're like, oh, like these
people are, like they have avery gentle approach, like
they're not Going to, you know,yell at me, for you know, I eat
(17:21):
McDonald's a couple times amonth.
They're not gonna yell at mefor that, you know.
Whatever it is, I think itpaints this picture of you know,
translating that in-storeexperience to online.
But just there's, there'speople behind the business, and
I think that that's, at the endof the day, what really is
always going to set apartIndependent retailers is the
(17:41):
people.
Tina Smith (17:43):
Yeah, and you know that just reminds me of one
extra step you can take withthese stories.
I mean, I know like you'retalking about is your own
personal health journey.
Sometimes it can feel a littleLike you're being a little too
vulnerable when you startsharing your own personal health
journey, and I know we'resupposed to be the bastions of
health, so you know we'resupposed to be preempting all
(18:06):
these things before they everhappen to our bodies.
But I'll tell you that someonethat we work with that Started
to have an Issue, a medicalissue they were.
They felt a little bitembarrassed before they put
their story out into the worldand then, when they did, when
they did finally drop that guardand be a little bit vulnerable
(18:29):
and talk about how they had toseek help From the medical
community while using some ofthese natural products.
It was the most read, mostwatch, most clicked through of
anything, because it was like,oh wait, you're human and so you
start to see the beauty in thatstory.
And you know I write blogarticles for some of our clients
(18:49):
and and for other people in theindustry, and one of the best
performing blog articles I everwrote was I got pink eye from my
niece and I used colloidalsilver drops instead of using
the antibiotic drops, actuallycouldn't get the antibiotics, so
(19:09):
I was like, what do I do?
So I used colloidal silverdrops and I took pictures of my
gross eye and posted it in thisarticle.
And it is thousands and stillgrowing, but thousands of
website visits every monthbecause I Told a story about
using a product for a use case.
(19:31):
So those three things made thatarticle a little bit magic and
you can do that too.
So we're out ranking Dr Axe andother people that really get a
lot of clicks and have a lot ofTraffic already.
We're out ranking them on thisone topic because it was a story
(19:51):
, it was a use case and it wasvulnerable and there are
pictures.
So people are yeah just type incolloidal silver for pink eye,
but seriously like getting alittle bit vulnerable about your
own personal health Journey oreven these specific use cases.
(20:13):
Like you, you've started toexperience something.
This helped you.
Here's how.
Here's what the outcome is.
It's not medical advice, it'san experience and it's a great
way to bring people into yourstory.
And you have it.
You everyone has helped thingsthat come up for them and so you
have that content, so use it.
(20:35):
I bet you're telling the storyin your store, so why not use it
in your, on your website or inyour email campaigns?
Amanda Ballard (20:43):
Yeah, so I think we've covered a lot of the the
meat of what they can talk aboutin these emails and be super
impactful with these.
But let's dive a little bitdeeper into just some practical
tips that can make these emailsmore effective, you know, in
improve your open rate.
You know, engagement rate,click-through rate, things of
(21:06):
that nature.
Tina Smith (21:08):
So I want to be clear, amanda, before we get
started, that, like you don'thave to put out that much
content.
All of the statistics aresaying hearing for people,
hearing from brands more thantwo to four times a month, it
causes some fatigue.
So, really, what we're talkingabout in a 90-day period, what
(21:28):
is that?
12 you get?
You need 12 emails and whatwe've already talked about,
we've given you ideas for promos, store your own personal story,
customer stories, offers andevents.
That's five things already.
Repeat that two to three timesand you've got content available
.
So it's not, it's it's mucheasier than you think.
(21:49):
Is what I'm trying to say, andif you want those to be more
effective now, I mean just gonnawalk us through ways to help
make that happen.
Amanda Ballard (21:56):
I think we've said it again.
It's you have the content, justget the get.
I think get out of your headand Stop making it so hard.
All right, so the first thingthat I want to touch on is
segments, and we talked aboutthis in our previous episode.
We touched on it about creatingthese, these niche audiences,
(22:19):
within your email list, and IWill hold to this forever, that
this is Probably my favorite wayto communicate via email, like
I love having a large email listand, you know, communicating to
all of my customers, but Ifound that the most successful
campaigns have been throughthese segments.
Tina, what was that stat thatyou were sharing with me earlier
(22:42):
today about the success ofsegmentation?
Tina Smith (22:46):
Yeah, mailchimp always has these.
Hey, here's how you can makeyour, your email campaign better
.
And, by the way, we are notsponsored by MailChimp.
Unless they want to sponsor us,reach out to us MailChimp if
you'd like, but we're notsponsored by MailChimp and
actually I don't use that withevery client.
It's not the best email systemfor every client.
So this is just an example.
(23:07):
But they have a lot ofaggregate data because they work
with a lot of differentCompanies and they always
advertise as soon as you log in.
If you want a 33 percent higherclick-through rate, use
targeted segments.
So it's obvious to them, withall of their data, that using
segments gets a higher open rate, it gets a higher click-through
(23:29):
rate.
So it's a wonderful way to makeyour email marketing more
effective.
Amanda Ballard (23:34):
Yeah.
So with that in mind, I thinkthere's multiple ways that you
can build these segments withinyour email list.
It can be through a digitaldownload we talked about that
last time.
It could be through looking atyour point of sales data and
who's opted in for marketing,who's purchased skincare in the
(23:56):
last 90 days.
Okay, well, I can build asegment based off of this.
We had an event on prenatalhealth and we did an event with
that.
Okay, here's an event, here'sall the people that registered
for that event.
We're adding to that list.
You could have countlesssegments.
(24:16):
I think the beauty of that iswhatever you're most passionate
about in that time or whatever'stimely.
If there's a TikTok that'strending on blood sugar, it's
like, yeah, maybe that issomething that you should
probably blast out to the masses.
But it's like, if it'ssomething for prenatal vitamins
that's such a niche market thatonly impacts women in a certain
(24:41):
part of their life, then youreally probably don't care
beyond that, unless you justreally really want to stay in
the know about these things.
I think it's one of thosereally cool tools that you can
use to reach an audience whereit's a white hot lead of hey, we
(25:02):
got in this brand new prenatalmultivitamin.
It's the best on the market.
Okay, I have a list of allthese young moms.
Maybe they're planning onexpanding their family in the
next couple of years.
Send it to them.
That can also be things that youare super passionate about as a
business owner.
If you are just right now,skincare is your thing.
(25:26):
You can blast out skincarepromotions or highlight a new
brand or an event whatever itmight be that you think would
resonate with that audience.
You're going to know thembetter than anybody else,
especially if that's yourfavorite part of the story.
You're hanging out there.
You're going to know what theywant to learn more about.
(25:48):
You can provide that reallytargeted information to that
group of people.
I think that the results willspeak for itself.
I think it's pretty undeniablehow successful those campaigns
can be because it's so narrow.
I think if you can get themessaging right, you'll hit home
(26:08):
runs every single day when youdo that.
Tina Smith (26:11):
Yeah, again, we're talking about segments.
Two of things like hey, I wantto know when you've got a new
product.
Hey, I want to know when you'rehaving an event.
It doesn't have to just be asubject matter, it can also be
related to well, you'renaturally going to be talking
about certain content anyway.
Hey, let me know, because Iwant to come to the store.
(26:33):
Whenever you guys are having ademo, a tasting, when you're
giving away free things, freeproducts, or when you've got a
special People tell you whatthey want.
We talked about downloadables,which are great for categories
like Amanda's talking aboutprenatal vitamins, pets, those
kinds of things.
You can also just ask in yourwelcome email.
(26:57):
We talked on our last episodeabout how eight out of 10 people
will open a welcome email 80%,which is huge.
In that email you can say hey,we want to get to know you
better.
What are the things you're mostinterested in?
Send them on a landing pagewhere they can just checkmark
those little click boxes.
(27:18):
Then you'll have automaticsegments that you can start
talking to about very specificproduct categories.
Amanda Ballard (27:28):
It makes email even more personal.
I think when you use thesesegments because it's like this
is what I signed up for, I toldthem that I want to do this and,
wow, they're delivering I thinkit then just shows a level of
intentionality with the businessand making it feel like you're
the only customer.
You're getting that, exactlywhat you signed up for.
(27:50):
I think that that will speak alot to you as a business when
you do that.
Tina Smith (27:56):
Also we're talking about.
You only need to email peopletwo to four times a month before
they start unsubscribingbecause they're getting too much
information from you.
One thing that we found is, ifyou want to do more than that
many times a month, some peopledo.
Some people that are listeningto this right now are thinking
oh God, tina, please do not tellme to email people more than
(28:18):
once a week.
Some people are ready, they'vegot someone on their email team
and they're ready to just sendout all of these emails all the
time.
What we would advise is once aweek seems perfectly normal for
most people.
If you want to do more than oncea week, it really should be to
these segmented audiences.
(28:39):
If it's someone who'sinterested in events and you
want to announce an event,that's okay to send more than
once a week.
Because they've said, this is apreference of mine.
This is more personal, likeAmanda's talking about Subject
matter too.
So prenatal vitamins, pets,those kinds of things.
If you have those categoriesready and available, either
(29:00):
you've segmented them through adownload or through this welcome
email and email preferences.
Then they'll welcome those.
They want to hear those.
Like we've said, our statisticsare showing things that people
are also interested in eventsand they're willing to share
them.
53% of people are willing toshare that you're having a local
(29:22):
event.
They also like things likebirthday and anniversaries and
other things that might becongratulating them for coming
in the store the 100th time orwhatever.
Those are very personal emails.
Those are segments of audiences.
If you want to do more thanonce a week, we're just saying
do these very segmented andpersonalized emails versus these
(29:44):
big email blasts that you'redoing two to three times a week.
Amanda Ballard (29:48):
The next thing to touch on and this will go
rapid fire a little bit throughthis just some practical tips.
One thing that I think is goingto be really crucial with
having more effective emails isbeing strategic with your
subject line.
Provide interesting things thatalso match the content.
(30:10):
You know, don't just doclickbait, annoying things, but
just be authentic.
And one thing that I reallyhave found lately that I've been
enjoying doing really justplaying around with it and
getting ideas is using chat GPTto help give me ideas for
engaging subject lines for myemails.
(30:32):
So you can, you know, just feedit some basic information.
Hey, I am, you know, I'm workingon an email for this event
coming up or my series of eventscoming up for the month.
I want to come up withsomething, you know, clever but
also clear, and here's a littlebit about my business and you
(30:53):
know some of the events we havecoming up, and it'll just within
a few seconds, just there, andyou can take it or leave it.
But I think it just for me it'smore getting my wheels spinning
, because then at the end of theday, like I know what language
resonates best with my audience,but sometimes I just hit those
you know, mental walls where I'mjust like I don't know Like
(31:14):
I've written so many emails atthis point where I'm just like,
yeah, my brain's not working orI need more coffee before I do
this.
So I think that's a great wayto do that and then kind of
jumping ahead a little bit.
We'll talk about AV testing alittle bit, but I think it's
really cool to try differentthings.
You can do AV testing and see,like you know, maybe you're
(31:35):
stuck between these two subjectlines that you really really
like Run them through an AV testand see what one performs
better.
Does your audience like having,you know, emojis in the subject
?
Does that resonate well withthem?
Or they're like like we don'tlike that?
We don't.
We don't use emojis when wetalk to each other.
So you can do these differentthings and I think just it's all
(31:59):
.
Again, you have to know whatyou're looking for and care
about the data, because I thinkyou know it's.
It's something I'm kind of anerd about and want to know,
like you know, what.
What emails are performingbetter than others and what can
I do differently to make themimprove.
I think maybe that's just mebeing a nerd, but I'm okay with
that.
Tina Smith (32:20):
Yeah, well, the same thing happens when you use
someone's name in the subjectline, they're more likely to
open and click it using it everytime.
Probably not a great idea, butyou can test it.
It's the difference betweenlike hey, 30% off on X
supplement versus Tina, I've gota 30% off this supplement and
(32:46):
it is.
It engages more when you seeyour name in a subject line.
Now if you start using that allthe time, it's probably not
going to be as effective.
But the AB testing is so easywith most of these different
email marketing tools.
I'm pretty sure I'm trying tothink of one that does not allow
that, but what it does?
(33:06):
You guys have thousands ofpeople on your email list, so
it'll cycle through a fewhundred and figure out which
subject line gets the most opensand then it'll send that out to
everybody.
So you can AB test a lot ofthings.
But subject lines are reallyeasy to AB test.
And, on that note, the samething like with all of these
(33:26):
email marketing tools, most ofthem have an AI tool now for you
to generate different subjectlines.
So if you're stuck thinking, ohmy gosh, now I have to put
extra effort into thinking ofmore than one subject line.
You really don't have to thinkabout it that much.
You push a button, differentsubject lines come up and you
can decide what goes where.
Send out a test, it'll pick thebest performing.
(33:49):
You're off to the races, noproblem.
Amanda Ballard (33:52):
So the next thing is just keeping it short
and sweet.
You don't have to write a novelwhen you're writing an email,
and I think it's just reallyimportant to kind of choose your
language carefully in a waythat speaks to their needs and
wants, and we already talkedabout providing that value.
But they're not going to theiremail to spend a lot of time
(34:14):
reading.
It's more skimming.
What's most important to me.
They might be willing to spenda little bit more time on
certain emails than others, butthe average customer is spending
nine seconds reading an email.
So, but what's the what's thecaveat to that stat, tina?
Tina Smith (34:30):
Yeah.
So my rule here is if it's astory, it's going to engage from
beginning to end.
Feel free to be as long asyou'd like.
What I will say is that emailsare similar to blog posts in
that people scan them first tosee if it has content that they
want to read so using headlinesin between paragraphs is very
(34:52):
helpful and then, when they'rereading them, the most
compelling text in an emailformat.
I'm not asking you to write anovel this way.
The grammar police are out toget me whenever I do this.
But you want short paragraphstwo to three sentences each.
You want short sentences.
So that means fragments areokay.
(35:13):
You can start a sentence withAnne.
There are.
There are rules that we breakall the time in emails and blogs
, because it makes it morereadable for the average user.
Now look, if you're a technicalscience company and you're
speaking to scientists, then yes, do your long winded version of
(35:33):
things with very complicatedlanguage.
But for the average retailerand even the average and we're
more science community, by theway the natural products
industry, but even the retailersreading manufacturers emails
it's best if the sentences areshort.
They're understandable,paragraphs are short, you have
(35:56):
scannable headlines and if youwant someone to click, make it
obvious with a button that has ahigh contrast background.
So all of these things make iteasier for people to scan the
nine seconds and figure out theywant to read it.
And then again, if it's a storythat's compelling enough for
someone to read from beginningto end, be as long winded as you
(36:16):
like, use pictures they'realways helpful in there but you
want it to be scannable forpeople so that they will
continue to engage with thecontent.
Amanda Ballard (36:26):
Yeah, and I'm glad you brought up the you know
being okay with breaking.
You know all the grammar ruleor I mean some of the grammar
rule still.
Still, you know Spell check andall of that.
But one thing that I love aboutWhenever Tina sends me an email
, I'm always excited to read itbecause she speaks my language
(36:49):
and what.
What I love about what Tina hasdone and there's other people
that do this really well too Isshe knows who her audience is
and she speaks a language thatthey, they can share.
So I remember you put out thisSurvey to to a lot of your you
know top clients of what TVshows do you like?
And I remember seeing that Iwas like, oh, okay, I see where
(37:11):
you're going with this, I likeit.
I am curious to see how this isgonna get implemented.
But I was like, okay, theoffice and parks and rack are my
two favorite shows.
Well, within a month orwhatever, I get an email and it
has Leslie note quotes and Justdifferent memes and all of this
stuff.
And I'm like this is amazing,like it's like I'm talking to my
(37:34):
friend and we're sharing all ofour favorite quotes but she's,
you know, incorporating theminto pain points that I'm
feeling as a marketer and it wasbrilliant and I was like man,
like I can't wait to see whatshe does next, and so I think
that that's something, whetherit's for your segments, you know
where you find out like, hey,these are my, my office lovers
(37:55):
and I can do fun things likethat with them.
Or maybe it's your, your wholeaudience, I don't know, it
depends on what your, youraudience, looks like.
But Knowing your audience,speaking their language,
whatever they find funny, tokeep things lighthearted Because
I think that's the funny thingtoo, like you know, we're
talking about health a lot.
(38:15):
It's funny sometimes, like whatour bodies do, and it's like we
can laugh about that, and so Ithink incorporating different
things, like shared sense ofhumor, I think is a really good
idea.
Tina Smith (38:27):
Yeah, man Tushy is one of those brands that does
this so well.
I don't know if you know themor not.
They do toilet paper things toclean your toilet, and all of
their Contents about butts, andthey just talk about it all the
time, and they're really funnywith it.
So the one thing to rememberabout funny, though, is that it
(38:47):
is for mass audiences.
It compels mass audiences to bea part of your ecosystem.
It's not for luxury brands, soif you are a luxury brand, I
would steer away from funny Moreoften than not.
I'm sure there are exceptions,but typically so there's more
(39:08):
elegant, elevated brands, humors, not your thing.
But to Amanda's point, what youdo and you guys can easily
implement this too, and this ispart of content as well.
You can send out a survey.
That's an easy piece of contentthat you can do to engage your
email list, and that survey canbe about something that has
(39:28):
nothing to do with naturalproducts, like hey, what's your
favorite TV show?
I think the way I Referencethat in my initial email was if
you could only watch one showfor the rest of your life, what
would it be and what's thefollow-up?
And I had a lot of office andparks and rec fans, parks and
rec fans.
So that made it super simplefor me to be like oh, these
(39:51):
people are my people.
They understand my sense ofhumor.
I think you'll find the samethings in your, in your retail
stores, if you start askingSilly questions like that,
especially on social media,because those are super engaging
.
But you can send that out as anemail as well, and people are
so much more willing to answerthat kind of question than they
(40:12):
are anything about their health.
Amanda Ballard (40:13):
Yeah, because it's all them right.
You know it's.
People love talking aboutthemselves.
Tina Smith (40:19):
Yes, and it's like one of those quizzes like hey,
what color are you?
Amanda Ballard (40:24):
What Disney princess are you?
Tina Smith (40:26):
Right, anything like that.
It's very entertaining forpeople and they're willing to
give you information for it.
Amanda Ballard (40:33):
Yeah, it kind of takeaways.
Choose your, you know, chooseyour moments of humor wisely,
depending on what type of brandyou are.
But, you know, I think at theend of the day, the point is it
goes back to understanding thelanguage that your audience
speaks and Whether it's yourwhole you know how you
communicate to your massaudience or how you communicate
to these different segments.
Just understanding what'simportant to them and what
(40:56):
what's going to you know makethem resonate with you more.
Yes, so the next thing isAutomation, and I cannot say how
much I love automation.
Um, one of my favorite ways toutilize automation is with these
lead generators that you shouldhave on your website, and so
(41:17):
anytime you get that, thatopt-in for you know, your
digital download or your quiz orwhatever it may be, that's when
you hit them with that welcomeemail.
We've talked about that, um,how powerful that welcome email
is.
But beyond that welcome email,depending on what your, your
lead generator was that got theminto that, that sales funnel on
(41:38):
on your email platform, that'swhen you can hit them with these
automated things that aretriggered based off of you know
what did they do, when was thelast time you emailed them?
And you can set up thesedifferent journeys, do different
testing to see what works andwhat doesn't.
But you know we talked aboutthis last time, this idea of
this magnesium quiz and what'sthe right magnesium for you, and
(42:00):
you can.
You know they download it.
You send them an email Thanksfor taking the quiz.
Here's your results next day.
Here's kind of the, the detailsthat maybe we didn't match you
with.
You know we recommended youtake this type of magnesium for
your needs.
Based off of that, but here'sand you know, a deep dive into
(42:20):
all the different types ofmagnesium To kind of show like
we know our stuff.
If your needs change, and youknow, maybe we need to address
more of Sleep, if that's more ofan issue, now you know this is
the the best magnesium for sleep, um, or whatever it might be.
Take a couple days off.
Next time you hit them withanother email and it's like
(42:40):
here's a story about A customerthat we had that had a similar
situation that you did and youknow, because we know your test
results.
You know you tested, you knowyou needed this type of
magnesium for your use case.
Here's a testimonial from acustomer that had a similar
story.
We're telling her story.
And then it's like, wow, okay,this is great, and so you can
(43:03):
send these automations, youdon't have to think about it.
And again it's.
It's that You're, you'rehitting them on multiple
different fronts.
You're, you know, getting thatwelcome email Providing them
value, showing that you're anexpert in that area, showing
them that they're not alone.
There's other people like them,I think.
And doing that with all,without pressing any buttons,
(43:26):
it's, it's lovely.
Tina Smith (43:28):
Yeah, well, again back to these mail chimstats
that we've seen on their homescreen.
It says get four times morecustomer orders by building a
customer journey.
So two things are happeninghere.
First, you have to pay to usetheir customer journey software.
So take it with a grain of salt, but truly they're making their
(43:49):
software more sticky for you.
The more effective it is, themore likely you are to continue
using them, and putting togethera customer journey will convert
into more sales, just likeAmanda's talking about.
And it does not need to besales emails, sales emails,
sales email.
It is the story that, hey, didyou think about?
These are some side effects youmight experience.
(44:11):
Here are the types that will bemost effective for you.
Here's another story.
And then a sales email.
So you're giving them a lot ofthat value add like we were
talking about at the beginning.
But then following up finallywith that call to action like,
hey, we have the products youneed.
Either come visit the store oryou can buy it online right here
(44:32):
.
Amanda Ballard (44:33):
Yeah, and just a few other side notes of other
effective uses of automation.
Tina mentioned them earlier.
You know birthdays,anniversaries, abandoned carts
are a great one if you doe-commerce, but those are just a
few and it's it's great to havethose in place because it's
just one less thing that youneed to worry about Sending you
(44:53):
not that you need to send a lot,but it's one less thing that
you need to worry about.
Tina Smith (44:57):
Yeah, and if I can say anything, as we're closing
this episode out About um, allthe information that we've given
you today, it's the same thingthat I say about everything else
.
Do it one at a time.
Rome wasn't built in a day andyou don't have to build your
entire email marketing campaignin a day.
Start with the four to fivetopics, repeating them over and
(45:21):
over that we mentioned at thebeginning of the podcast, which
are related to events andpromotions and offers.
Do that first segment.
Second, build customer journeysthird, and do that based on
your highest Revenue andprofitability items and the
things that people are mostinterested in, so that you can
(45:43):
get the best ROI for the amountof time and money that you're
going to invest.
So take it slow and build itright and Do what you can do.
You don't have to getoverwhelmed by the amount of
information that we're offeringtoday.
Take it one step at a time andevery little piece is going to
(46:04):
contribute to more growth foryou.
Amanda Ballard (46:07):
Thanks so much for listening to the natural
products marketer podcast.
We hope you found this episodeto be super helpful.
Make sure you check out theshow notes for any of those
valuable resources that wementioned on today's episode.
Tina Smith (46:17):
And, before you go, we would love for you to give us
a review.
Follow, like and subscribe onapple podcast, spotify, youtube
or wherever you're listeningtoday, and make sure you join us
for our next episode, where wegive you more marketing tips so
that you can reach more peopleand change more lives.
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