March 18, 2025 • 19 mins
Today, we're talking about email marketing and why it's so important to you as a solopreneur or small business owner. You're spending time learning how to generate traffic thanks to SEO (search engine optimization), and now we want to capture that traffic and build an email list. This is one more step of your online business sales funnel.
Listen in and then be sure to request your copy of the Beginner's Guide to Email List Building at EtchedMarketing.com/freebies
Register now for the free live SEO class the week of April 28 - Learn what the 3 most common SEO mistakes are that keep you from getting traffic from Google so you can make sure you're not making them.
https://www.etchedmarketing.com/registration-live-seo-class
My free resources, including the Beginner's step-by-step SEO Guide and my free class, are available here.
https://www.etchedmarketing.com/freebies
Join me in Simple SEO Content, my complete SEO and Content Marketing course that teaches you what to do step-by-step. It walks you through the entire process. (complete course)
https://www.etchedmarketing.com/yes
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Shure MV7 (00:00):
Hi there, welcome back to the Simple SEO Podcast.
I want to talk about something alittle different today and that
is email marketing and why emailmarketing matters to you,
especially as a solopreneur or asmall business owner.
So we're working so hard here tolearn all about search engine
optimization and how to drivetraffic to our websites.
(00:22):
Why wouldn't we want to work tocapture that?
traffic.
So your email list and growingyour email list is a really
important part of our overallfocus here, which is on building
that sales funnel or onlinemarketing funnel for your
business.
So we use our search engineoptimization work.
(00:44):
to fuel the traffic to reallyget that traffic coming to our
websites.
Once we've got that trafficcoming in and people are finding
us on Google or they're findingus on Pinterest or are finding
our podcast, whatever it is,then they're coming to the
website.
And now what we want to do is tohave something that captures
(01:04):
their attention.
so that they want to join ouremail list, because once you
have someone on your email list,you are able to continue to
provide them value and servicethem and nurture them over time
in a way that you cannot fromsocial media or other marketing
channels.
The challenge with social mediais that most of the people who
(01:26):
follow you do not see Any of thecontent that you put out, if you
think about it, it's what is it?
8 percent of your followers willsee a post on average and you
really have to play with thealgorithm in order to get
visibility and you have toengage and there's just so much
that goes on there.
But with email marketing, ifyou're sending an email on a
(01:49):
regular basis and you'refollowing some of the best
practices that I'm going to talkabout in a minute, you are
landing in your ideal customer,your audience's inbox each week
or each day or whatever yourcadence is.
You're able to build thatconnection with them.
So I want to kind of make sureeverybody understands like.
That's why we're doing this andwhy we're talking more about
(02:11):
email marketing and why I'mtalking more about your sales
funnel, because we're going towork on expanding out this year.
You and I are going to work andwe're going to expand out.
We've got our SEO going oryou're learning, you've taken
simple SEO content, you'regetting ready to take that.
Now that we've got the trafficcoming in, we want to capture
that traffic.
So I am working on an emailmarketing program for you.
(02:32):
I'm hoping to have that probablyin Q3, just so you know, that is
in the works because That'sreally important.
If we're going to get people tothe website, we want to make
sure that we get them on ouremail list too.
And I'm going to teach you howto do that.
So that's why we're talkingabout it.
Why I'm including more on emailmarketing on this podcast,
because I want you to be able tolearn all the different parts of
(02:53):
putting together this salesfunnel and really creating this
profitable online business thatyou're wanting to create, or
you're working on building.
So what we want to talk about isthe return on investment on
email marketing.
It is one of the highest ROIchannels because again, you're
able to be there consistently.
(03:13):
You have a one waycommunication, actually have two
way communication with yourideal customer because you can
email them and they can emailyou back if they have a question
or they're curious aboutsomething, they can hit reply.
I have people hit reply and sendquestions back or ask me
questions about thingsregularly.
That lets you build that trust.
(03:35):
They get to know you, they trustyou, they want to work with you
and that's really important.
So we do see a larger ROI orreturn on investment on email
marketing.
I've seen Um, studies that havesaid anywhere from 36 to 42 back
for every dollar you invest inemail marketing.
So there's a really good returnthere.
(03:57):
And I truly do believe afterbeing in marketing for almost 20
years, overseeing emailcampaigns for multiple companies
and multiple clients, I dobelieve very strongly in the
power of email marketing becauseyou land back in that inbox.
Staying top of mind you're therewhen they need a solution and
that's really important So theother thing we want to talk
(04:19):
about it's gonna build the trustand it's going to help you stay
top of mind which is soimportant when somebody's
getting ready to make a Purchasedecision you want to be one of
the people that they considerworking with so now let's talk
about some best Practices likeif you don't yet have an email
list because I do get thesequestions.
Hey Rachel I don't know how todo this.
(04:41):
I like, I hear you.
I'm listening.
It sounds great, but I'm notreally sure what to do.
So the simplest way to breakthis down is you're going to
want to have a few pieces oftech and a few things that
you're going to take care of.
You're going to want to createwhat we call an opt in.
You may also hear it referred toas a valuable freebie offer, a
(05:05):
freebie, whatever it is, what itamounts to is it's something
that you're going to offer youraudience in exchange for their
email address.
And you're going to send that tothem right away.
And I did get an amazingquestion from a new student the
other day saying, how do I sendthat?
Like, I know you're not teachingabout this, but you know, how do
(05:25):
I send this?
So you're going to want an emailservice.
provider.
So there are different companiesout there that you can partner
with.
You can, you don't reallypartner with them as much as you
pay them for access to theirplatform.
MailChimp is one of theoriginal.
It's free up to like 2000subscribers.
It's It's not the easiest one towork with from my experience
(05:48):
like working with it It'slimited as to what it can do,
but also it's free for whenyou're first starting out I know
a lot of people use kit whichused to be convert kit some use
flow desk.
There are lots of options Ipersonally use active campaign.
I've used it for years now.
It is not the most Costeffective.
(06:09):
It's not the cheapest of theoptions.
It is a little more expensivethan some of them But it also
has the tagging I want and ithas the ability to set up the
Automations and all the thingsthat I really want in a more
advanced email marketingsolution So as I'm working on
putting together this emailmarketing course this summer, I
(06:29):
will be looking at all of thedifferent options and I'll be
helping you select the ones thatI think are the best for small
business owners.
So as of today, I don't have arecommendation, but I will have
a recommendation for you forthat once that new course is
ready, because, um, I don'tnecessarily think that active
campaign is the right choice foreverybody.
(06:49):
It may be the right choice forsome.
of my listeners, but not foreverybody.
And so I want to kind of lookand see what's going to be the
easiest one to work with and thebest price point and all of
that.
So you're going to want tochoose an email service provider
if you don't have one yet.
You're not going to send youropt in to your new subscriber
(07:10):
via your personal email.
So we're going to want to havesomething that we're able to
automate.
You're going to also need tohave a landing page.
That's a page on your websitewhere you can send someone to
get your product.
freebie where they can requestit.
If you're not sure what thatlooks like, go to the freebies
tab on my website,etchedmarketing.
com forward slash freebies, andclick on whichever one sounds
(07:34):
the best to you.
So there's the SEO 101 class,there's the beginner's guide to
SEO, there's the podcast, SEOguide, and there's an email
marketing guide.
Go ahead and click on whicheverone you need, whichever one's
going to help you.
Take a look at the page just tokind of get a feel for what
information you would want toput on your landing page, how
(07:55):
you help someone decide if thisis what they're looking for.
Go ahead and sign up.
When you sign up for it, you'regoing to get, um, emails from
me.
And that's what you need to doalso.
You need to send a welcomesequence.
You need to deliver the itemthat they've requested.
So that's the very first emailis to send out that email that
that item that they'verequested.
(08:16):
It can be a direct downloadlink.
That's what I do at the momentis I just send a download link
that they can use to downloadthe document from Google Drive.
Um, I've tried different thingsover the years and that really
does seem like it is.
the simplest and easiest forpeople to understand.
And most people are familiarwith that.
Um, I've tried other setups thatcaused confusion for people.
(08:37):
So I personally just went tothat route because it does work
best for you, for my listener.
So you're going to set up yourdelivery and then you're going
to want to do a little welcomesequence.
Anywhere from seven to ten daysworth of emails that kind of
welcome them and introduce youand take that next step with
(08:57):
their journey.
So whatever your opt in is, youshare some resources.
So like for me, if you're optingin for the beginner's SEO guide,
that one actually has a longerfunnel.
And so you opt in and you getthe guide, and then you get
invited to the webinar, the SEO101 webinar.
And then you get some resources.
You get things like a podcastepisode or a blog post that's
(09:20):
all about like starting out withSEO and learning.
And then Um, it actually goesinto some objections and things
that people might feel why theycouldn't do SEO or what they
wouldn't want to do.
All of that.
And it actually is built out.
I'm working on building it outto 90 days based on, um,
guidance from my mentor.
(09:41):
I don't have it at 90 days yet,but that's my longest one.
My other ones, my podcast oneand my email marketing one are
shorter.
They just send you that guide.
They welcome you.
They give you, you know, a fewresources.
You want to.
I was.
establish yourself as the guidethat can help this new person,
this new subscriber, becausethey have a problem.
They have something they'relooking for, something that they
(10:02):
need help with.
And that's why they've requestedyour freebie in the first place.
So you want to provide value andbe helpful and nurture them.
That's what your ongoing emails.
through that welcome sequenceare starting to establish that
connection, then it's very, veryimportant.
Do not ghost your new followerhere.
Okay.
Don't ever just send them oneemail and be like, cool.
(10:25):
See ya.
You want to make sure.
that you're keeping in touchwith them on a regular basis.
I personally recommend one emaila week.
I find that that's plenty.
I know some people will emailmore often than that when
they're in your traditionalemail.
When they're in the first weekor so and they've just gotten
your opt in, people do oftenemail daily.
(10:48):
I personally don't like doing itdaily, so I go every two days.
I feel like people need a littlebit of a breather and I've
gotten that feedback from peoplebefore.
So, uh, I go two days.
Most people are going torecommend that you email every
day.
Once you're through that initialsequence you've welcomed to
them, then that's when you gointo what we call just like our
(11:09):
ongoing weekly email.
And that one you want to reallyfocus on being consistent.
You want to send that email outat the same time on the same day
each week, so that your audiencebegins to, it's kind of the same
as your podcast.
You want to make sure that youraudience is building you into
their schedule.
(11:29):
You are part of their life.
They know they listen to yourpodcast on Tuesdays, or they
read your blog post onWednesdays, or your email lands
in their inbox on Thursdays.
That's really what you want todo is to put yourself into their
world and their week.
And the way you do that is bybeing consistent.
(11:49):
And by making sure that you'rereally focusing on content that
helps them and provides value.
You did, you never want to sendsomething that people are like,
yeah, I already knew that.
Like you really want them tofeel that they are getting value
in exchange for their time.
Because if you're sending thingsthat are of value, when they're
ready to purchase, they're morelikely to purchase from you.
(12:10):
If you are wasting their time,they're not going to give you
their Um, their money becausetheir money is hard earned and
they don't want to waste it.
And if your emails waste theirtime, they're not going to have
that same confidence in whateverit is that you're selling.
So it's really important thatyou are providing value for
them.
And then the other thing peopleoften ask are like, what are the
(12:32):
metrics, Rachel?
What am I supposed to be goingfor?
So with email marketing, whenyou're sending your regular
weekly emails, you generallywant to see about a 30 to 40%.
open rate.
And I know there's somequestions as to whether or not
we can even count open rates, ifwe really should look at them
anymore.
I still do.
And I do like to see somethingbetween that 30 and 40 percent
(12:54):
mark, because not everybody'sgoing to open every message that
you send.
And I get that, but you want tomake sure that people.
are on average opening youremails.
You also want to look at yourclick through rate especially if
you have a link to a blog post,a podcast episode, maybe you're
running a promotion and you havea webinar or something like
that.
You want to see a click throughrate of at least one percent.
(13:17):
You really want to pay attentionto are people who open my email
clicking on whatever it is thatI'm sharing there, or are they
responding back and replying ifI'm asking them to do that?
Now your initial deliveryemails, those very first ones
when they sign up for yourfreebie, those should have
(13:39):
higher numbers from an open rateand a click through rate
standpoint.
If they Don't.
If you've got less than 50percent of the people who
request your document openingyour email, you probably have an
issue with your subject line andyou should probably test it and
try something different.
If you see that you have 1percent of the people
(14:01):
downloading or clicking todownload your freebie, You have
a problem because they'vealready said, yes, I want this,
but they're not taking that nextstep of actually downloading it
or actually using it.
You're not going to be able tobuild that relationship with
them.
They're not going to be aslikely to buy from you in the
(14:21):
future.
So you do definitely want tolook at those things and kind of
get a feel for it.
As I work on the email marketingcourse, I'm going to teach you a
lot more about this.
It's the same as I do withsimple SEO content.
So that you really understandwhat you're working with and
what your numbers are and all ofthat so you know if what's if
what you're doing is good orbad.
The other number I want to giveyou real quick is your landing
(14:43):
page.
So when you have your freebie,you have your landing page and
people are signing up for yourfreebie.
You want at least 50 percent ofthe people who come to that
page.
to sign up for your freebie.
So if you have a landing pagewhere 10 out of every 100 people
who come to your page sign upfor your freebie, your landing
(15:03):
page is not working.
So we really want to see it inthat 50 percent or above, 50 to
60 is target, um, mine currentlyare like 60 to 80.
So you really want to make surethat your landing pages are
speaking to your ideal customer.
Not everybody who comes to yourpage is going to sign up.
Even if they're interested init, they're not all going to do
it.
(15:23):
But you do want to make sure themajority of the people are.
I hope you found this episodereally super helpful.
If you're interested in learningmore about building an email
list and using email marketingto help grow your business, be
sure and request the beginner'sguide to email list building.
It's at the freebies tab,etchedmarketing.
com forward slash freebies.
(15:46):
It's, I believe the last onethere.
Make sure you do get thatbecause by.
Downloading that it's going towalk you through kind of how you
do this, what you do, but youalso will be the very first to
know when the email marketingcourse is ready and open for
enrollment.
And I'm super excited tocontinue working on that and get
that out there for you.
Like I said, hopefully in theearly fall, I'm going to plan on
(16:08):
working on it over the summer of2025.
five, um, during summer break.
So that's my summer breakproject is to work on that and
get it ready for you.
All right.
That is it for today.
I will see you back here nextweek and, uh, start to pencil
in.
I don't have the exact date toshare with you just because some
really exciting things havehappened for me in the business
(16:30):
in the last couple of days.
And I'm trying to shake outeverything with our calendar
before.
Before I officially share thedates, but in April, I will be
teaching a live training classfor the SEO course all about
like the SEO mistakes thatpeople are making that hurt your
chances of showing up on Googleand getting more traffic to your
(16:53):
website and all of that.
So stay tuned.
I'll be sharing those datesshortly.
And if I've got the dates readyto go, I will put a note in the
description here so that you canget started.
signed up and all of that, butit was originally going to be
the week of April 7th, but itturns out I'm going to be
traveling to Nashville that weekfor a mastermind.
(17:14):
So I will not be able to beteaching that same week.
So right now I think it's goingto be the week of April 28th,
but I need to confirm that onceit's confirmed, I'll let you
know for sure.
But I'd love to have you join mein that class and learn.
a little bit more about like whythings don't work.
And then more importantly, ifyou're ready, join me in simple
SEO content so we can startputting this part of your funnel
(17:36):
together so that when the emailcourse is ready, you've already
got the traffic coming into yourwebsite.
You're ready to start capturingthe traffic with your email
list.
So we're going to work on thistogether and get you all set up.
I want you to have a really goodprofitable funnel for your
online business.
getting up and ready and set togo.
All right.
I'll see you back here nextweek.
(17:57):
Bye for now.
Hi there, welcome back to the Simple SEO Podcast.
I want to talk about something alittle different today and that
is email marketing and why emailmarketing matters to you,
especially as a solopreneur or asmall business owner.
So we're working so hard here tolearn all about search engine
optimization and how to drivetraffic to our websites.
(00:22):
Why wouldn't we want to work tocapture that?
traffic.
So your email list and growingyour email list is a really
important part of our overallfocus here, which is on building
that sales funnel or onlinemarketing funnel for your
business.
So we use our search engineoptimization work.
(00:44):
to fuel the traffic to reallyget that traffic coming to our
websites.
Once we've got that trafficcoming in and people are finding
us on Google or they're findingus on Pinterest or are finding
our podcast, whatever it is,then they're coming to the
website.
And now what we want to do is tohave something that captures
(01:04):
their attention.
so that they want to join ouremail list, because once you
have someone on your email list,you are able to continue to
provide them value and servicethem and nurture them over time
in a way that you cannot fromsocial media or other marketing
channels.
The challenge with social mediais that most of the people who
(01:26):
follow you do not see Any of thecontent that you put out, if you
think about it, it's what is it?
8 percent of your followers willsee a post on average and you
really have to play with thealgorithm in order to get
visibility and you have toengage and there's just so much
that goes on there.
But with email marketing, ifyou're sending an email on a
(01:49):
regular basis and you'refollowing some of the best
practices that I'm going to talkabout in a minute, you are
landing in your ideal customer,your audience's inbox each week
or each day or whatever yourcadence is.
You're able to build thatconnection with them.
So I want to kind of make sureeverybody understands like.
That's why we're doing this andwhy we're talking more about
(02:11):
email marketing and why I'mtalking more about your sales
funnel, because we're going towork on expanding out this year.
You and I are going to work andwe're going to expand out.
We've got our SEO going oryou're learning, you've taken
simple SEO content, you'regetting ready to take that.
Now that we've got the trafficcoming in, we want to capture
that traffic.
So I am working on an emailmarketing program for you.
(02:32):
I'm hoping to have that probablyin Q3, just so you know, that is
in the works because That'sreally important.
If we're going to get people tothe website, we want to make
sure that we get them on ouremail list too.
And I'm going to teach you howto do that.
So that's why we're talkingabout it.
Why I'm including more on emailmarketing on this podcast,
because I want you to be able tolearn all the different parts of
(02:53):
putting together this salesfunnel and really creating this
profitable online business thatyou're wanting to create, or
you're working on building.
So what we want to talk about isthe return on investment on
email marketing.
It is one of the highest ROIchannels because again, you're
able to be there consistently.
(03:13):
You have a one waycommunication, actually have two
way communication with yourideal customer because you can
email them and they can emailyou back if they have a question
or they're curious aboutsomething, they can hit reply.
I have people hit reply and sendquestions back or ask me
questions about thingsregularly.
That lets you build that trust.
(03:35):
They get to know you, they trustyou, they want to work with you
and that's really important.
So we do see a larger ROI orreturn on investment on email
marketing.
I've seen Um, studies that havesaid anywhere from 36 to 42 back
for every dollar you invest inemail marketing.
So there's a really good returnthere.
(03:57):
And I truly do believe afterbeing in marketing for almost 20
years, overseeing emailcampaigns for multiple companies
and multiple clients, I dobelieve very strongly in the
power of email marketing becauseyou land back in that inbox.
Staying top of mind you're therewhen they need a solution and
that's really important So theother thing we want to talk
(04:19):
about it's gonna build the trustand it's going to help you stay
top of mind which is soimportant when somebody's
getting ready to make a Purchasedecision you want to be one of
the people that they considerworking with so now let's talk
about some best Practices likeif you don't yet have an email
list because I do get thesequestions.
Hey Rachel I don't know how todo this.
(04:41):
I like, I hear you.
I'm listening.
It sounds great, but I'm notreally sure what to do.
So the simplest way to breakthis down is you're going to
want to have a few pieces oftech and a few things that
you're going to take care of.
You're going to want to createwhat we call an opt in.
You may also hear it referred toas a valuable freebie offer, a
(05:05):
freebie, whatever it is, what itamounts to is it's something
that you're going to offer youraudience in exchange for their
email address.
And you're going to send that tothem right away.
And I did get an amazingquestion from a new student the
other day saying, how do I sendthat?
Like, I know you're not teachingabout this, but you know, how do
(05:25):
I send this?
So you're going to want an emailservice.
provider.
So there are different companiesout there that you can partner
with.
You can, you don't reallypartner with them as much as you
pay them for access to theirplatform.
MailChimp is one of theoriginal.
It's free up to like 2000subscribers.
It's It's not the easiest one towork with from my experience
(05:48):
like working with it It'slimited as to what it can do,
but also it's free for whenyou're first starting out I know
a lot of people use kit whichused to be convert kit some use
flow desk.
There are lots of options Ipersonally use active campaign.
I've used it for years now.
It is not the most Costeffective.
(06:09):
It's not the cheapest of theoptions.
It is a little more expensivethan some of them But it also
has the tagging I want and ithas the ability to set up the
Automations and all the thingsthat I really want in a more
advanced email marketingsolution So as I'm working on
putting together this emailmarketing course this summer, I
(06:29):
will be looking at all of thedifferent options and I'll be
helping you select the ones thatI think are the best for small
business owners.
So as of today, I don't have arecommendation, but I will have
a recommendation for you forthat once that new course is
ready, because, um, I don'tnecessarily think that active
campaign is the right choice foreverybody.
(06:49):
It may be the right choice forsome.
of my listeners, but not foreverybody.
And so I want to kind of lookand see what's going to be the
easiest one to work with and thebest price point and all of
that.
So you're going to want tochoose an email service provider
if you don't have one yet.
You're not going to send youropt in to your new subscriber
(07:10):
via your personal email.
So we're going to want to havesomething that we're able to
automate.
You're going to also need tohave a landing page.
That's a page on your websitewhere you can send someone to
get your product.
freebie where they can requestit.
If you're not sure what thatlooks like, go to the freebies
tab on my website,etchedmarketing.
com forward slash freebies, andclick on whichever one sounds
(07:34):
the best to you.
So there's the SEO 101 class,there's the beginner's guide to
SEO, there's the podcast, SEOguide, and there's an email
marketing guide.
Go ahead and click on whicheverone you need, whichever one's
going to help you.
Take a look at the page just tokind of get a feel for what
information you would want toput on your landing page, how
(07:55):
you help someone decide if thisis what they're looking for.
Go ahead and sign up.
When you sign up for it, you'regoing to get, um, emails from
me.
And that's what you need to doalso.
You need to send a welcomesequence.
You need to deliver the itemthat they've requested.
So that's the very first emailis to send out that email that
that item that they'verequested.
(08:16):
It can be a direct downloadlink.
That's what I do at the momentis I just send a download link
that they can use to downloadthe document from Google Drive.
Um, I've tried different thingsover the years and that really
does seem like it is.
the simplest and easiest forpeople to understand.
And most people are familiarwith that.
Um, I've tried other setups thatcaused confusion for people.
(08:37):
So I personally just went tothat route because it does work
best for you, for my listener.
So you're going to set up yourdelivery and then you're going
to want to do a little welcomesequence.
Anywhere from seven to ten daysworth of emails that kind of
welcome them and introduce youand take that next step with
(08:57):
their journey.
So whatever your opt in is, youshare some resources.
So like for me, if you're optingin for the beginner's SEO guide,
that one actually has a longerfunnel.
And so you opt in and you getthe guide, and then you get
invited to the webinar, the SEO101 webinar.
And then you get some resources.
You get things like a podcastepisode or a blog post that's
(09:20):
all about like starting out withSEO and learning.
And then Um, it actually goesinto some objections and things
that people might feel why theycouldn't do SEO or what they
wouldn't want to do.
All of that.
And it actually is built out.
I'm working on building it outto 90 days based on, um,
guidance from my mentor.
(09:41):
I don't have it at 90 days yet,but that's my longest one.
My other ones, my podcast oneand my email marketing one are
shorter.
They just send you that guide.
They welcome you.
They give you, you know, a fewresources.
You want to.
I was.
establish yourself as the guidethat can help this new person,
this new subscriber, becausethey have a problem.
They have something they'relooking for, something that they
(10:02):
need help with.
And that's why they've requestedyour freebie in the first place.
So you want to provide value andbe helpful and nurture them.
That's what your ongoing emails.
through that welcome sequenceare starting to establish that
connection, then it's very, veryimportant.
Do not ghost your new followerhere.
Okay.
Don't ever just send them oneemail and be like, cool.
(10:25):
See ya.
You want to make sure.
that you're keeping in touchwith them on a regular basis.
I personally recommend one emaila week.
I find that that's plenty.
I know some people will emailmore often than that when
they're in your traditionalemail.
When they're in the first weekor so and they've just gotten
your opt in, people do oftenemail daily.
(10:48):
I personally don't like doing itdaily, so I go every two days.
I feel like people need a littlebit of a breather and I've
gotten that feedback from peoplebefore.
So, uh, I go two days.
Most people are going torecommend that you email every
day.
Once you're through that initialsequence you've welcomed to
them, then that's when you gointo what we call just like our
(11:09):
ongoing weekly email.
And that one you want to reallyfocus on being consistent.
You want to send that email outat the same time on the same day
each week, so that your audiencebegins to, it's kind of the same
as your podcast.
You want to make sure that youraudience is building you into
their schedule.
(11:29):
You are part of their life.
They know they listen to yourpodcast on Tuesdays, or they
read your blog post onWednesdays, or your email lands
in their inbox on Thursdays.
That's really what you want todo is to put yourself into their
world and their week.
And the way you do that is bybeing consistent.
(11:49):
And by making sure that you'rereally focusing on content that
helps them and provides value.
You did, you never want to sendsomething that people are like,
yeah, I already knew that.
Like you really want them tofeel that they are getting value
in exchange for their time.
Because if you're sending thingsthat are of value, when they're
ready to purchase, they're morelikely to purchase from you.
(12:10):
If you are wasting their time,they're not going to give you
their Um, their money becausetheir money is hard earned and
they don't want to waste it.
And if your emails waste theirtime, they're not going to have
that same confidence in whateverit is that you're selling.
So it's really important thatyou are providing value for
them.
And then the other thing peopleoften ask are like, what are the
(12:32):
metrics, Rachel?
What am I supposed to be goingfor?
So with email marketing, whenyou're sending your regular
weekly emails, you generallywant to see about a 30 to 40%.
open rate.
And I know there's somequestions as to whether or not
we can even count open rates, ifwe really should look at them
anymore.
I still do.
And I do like to see somethingbetween that 30 and 40 percent
(12:54):
mark, because not everybody'sgoing to open every message that
you send.
And I get that, but you want tomake sure that people.
are on average opening youremails.
You also want to look at yourclick through rate especially if
you have a link to a blog post,a podcast episode, maybe you're
running a promotion and you havea webinar or something like
that.
You want to see a click throughrate of at least one percent.
(13:17):
You really want to pay attentionto are people who open my email
clicking on whatever it is thatI'm sharing there, or are they
responding back and replying ifI'm asking them to do that?
Now your initial deliveryemails, those very first ones
when they sign up for yourfreebie, those should have
(13:39):
higher numbers from an open rateand a click through rate
standpoint.
If they Don't.
If you've got less than 50percent of the people who
request your document openingyour email, you probably have an
issue with your subject line andyou should probably test it and
try something different.
If you see that you have 1percent of the people
(14:01):
downloading or clicking todownload your freebie, You have
a problem because they'vealready said, yes, I want this,
but they're not taking that nextstep of actually downloading it
or actually using it.
You're not going to be able tobuild that relationship with
them.
They're not going to be aslikely to buy from you in the
(14:21):
future.
So you do definitely want tolook at those things and kind of
get a feel for it.
As I work on the email marketingcourse, I'm going to teach you a
lot more about this.
It's the same as I do withsimple SEO content.
So that you really understandwhat you're working with and
what your numbers are and all ofthat so you know if what's if
what you're doing is good orbad.
The other number I want to giveyou real quick is your landing
(14:43):
page.
So when you have your freebie,you have your landing page and
people are signing up for yourfreebie.
You want at least 50 percent ofthe people who come to that
page.
to sign up for your freebie.
So if you have a landing pagewhere 10 out of every 100 people
who come to your page sign upfor your freebie, your landing
(15:03):
page is not working.
So we really want to see it inthat 50 percent or above, 50 to
60 is target, um, mine currentlyare like 60 to 80.
So you really want to make surethat your landing pages are
speaking to your ideal customer.
Not everybody who comes to yourpage is going to sign up.
Even if they're interested init, they're not all going to do
it.
(15:23):
But you do want to make sure themajority of the people are.
I hope you found this episodereally super helpful.
If you're interested in learningmore about building an email
list and using email marketingto help grow your business, be
sure and request the beginner'sguide to email list building.
It's at the freebies tab,etchedmarketing.
com forward slash freebies.
(15:46):
It's, I believe the last onethere.
Make sure you do get thatbecause by.
Downloading that it's going towalk you through kind of how you
do this, what you do, but youalso will be the very first to
know when the email marketingcourse is ready and open for
enrollment.
And I'm super excited tocontinue working on that and get
that out there for you.
Like I said, hopefully in theearly fall, I'm going to plan on
(16:08):
working on it over the summer of2025.
five, um, during summer break.
So that's my summer breakproject is to work on that and
get it ready for you.
All right.
That is it for today.
I will see you back here nextweek and, uh, start to pencil
in.
I don't have the exact date toshare with you just because some
really exciting things havehappened for me in the business
(16:30):
in the last couple of days.
And I'm trying to shake outeverything with our calendar
before.
Before I officially share thedates, but in April, I will be
teaching a live training classfor the SEO course all about
like the SEO mistakes thatpeople are making that hurt your
chances of showing up on Googleand getting more traffic to your
(16:53):
website and all of that.
So stay tuned.
I'll be sharing those datesshortly.
And if I've got the dates readyto go, I will put a note in the
description here so that you canget started.
signed up and all of that, butit was originally going to be
the week of April 7th, but itturns out I'm going to be
traveling to Nashville that weekfor a mastermind.
(17:14):
So I will not be able to beteaching that same week.
So right now I think it's goingto be the week of April 28th,
but I need to confirm that onceit's confirmed, I'll let you
know for sure.
But I'd love to have you join mein that class and learn.
a little bit more about like whythings don't work.
And then more importantly, ifyou're ready, join me in simple
SEO content so we can startputting this part of your funnel
(17:36):
together so that when the emailcourse is ready, you've already
got the traffic coming into yourwebsite.
You're ready to start capturingthe traffic with your email
list.
So we're going to work on thistogether and get you all set up.
I want you to have a really goodprofitable funnel for your
online business.
getting up and ready and set togo.
All right.
I'll see you back here nextweek.
(17:57):
Bye for now.
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