Upscale your Email Marketing List

Welcome to The Business Animal podcast. Saddle up for a

gallop to the top of the animal industry, where you'll learn how

to tame your wild business beast, with tips, techniques,

and tools that will take overwhelm to obedience school,

and have you wagging your tail with joy. And now your hosts,

Kim Beer, and Cara Taylor Swift.

Hey there business animals. It's Kim with

Be More Business

and Cara with Fast Horse photography. Hi, Kim. How

are you today?

I'm doing well. Cara, how are you today?

I'm good. I'm sitting here at my desk and my dogs are

all around me. And they have been very busy with barking this

morning. So hopefully they will be quiet. But I hear that you

have been delivering kids all morning or all week. It feels

like all week.

Well, it's actually for the last week and a

half. We've been having little baby goats. We have three mamas

with their little babies on the ground. And we had four and last

one. So we're running a 75% live baby operation around here right

now. But yes, they're cuter than little bugs and feisty and the

ones that are a little bit older are just like full of

themselves.

So I want to come play with them.

They are so much fun to play with. And they're so

adorable. There is really seriously nothing cuter than a

baby goat. And we have two sables, which are they're all

dairy goats, but those are colored their creamy colors when

it was creamy colored when it's black and white. And then the

other one is a LaMancha, which is the goat that doesn't have

ears. So it's actually a LaMancha Alpine cross. Yeah,

they just have little teeny tiny like

one of those fancy designer goats. Is it like

a designer goat? breeds of dogs, like a fancy goat?

It's a fancy goat, but they're all fancy

goats because they're all dairy goats that are purebred at kinda

because they mix up the dairy goat breeds a little bit. They

call them experimental. So but this particular one is hola

mancia it's they're so cute because they have these little

like elf ears versus like full on goat ears. And if you Google

lamonta goat

you'll see and I have to go look up goat

ears because I'm not even sure what they look like.

Yeah, so Google LaMancha goat elf ears and

that's what baby's ears look like and I swear to God it makes

him sassier I don't know if it's the lack of ears or the

specialness or what but they just seem to be a little sassier

and then the other goats and so the little boy is that he's got

the little elf ears and he is just awful up so

Oh, do they do a little curl over thing like

little? Yeah, like little curl over? Oh my goodness. It is

super cute. Okay. Kind of creepy. Look into It's alright.

It's like combination cute and creepy. So I'm just gonna throw

that out there. I'd still come play with them.

Yeah, they look a little like aliens. Okay, yeah,

like little aliens. That's a great way to

describe it. Little alien goat. Yeah, well, I would still come

play with them. I bet they're super cute. Even if they are

have like, a goofy alien appearance. But that's always do

and they haven't seen the alien personality.

Yeah, it is. Spring has sprung babies are

everywhere.

Yep, the spring papers which are for those of

you who do not live in an area that has frogs. Those are the

frogs that come out every spring and they're really the

Harbingers that say it's really spring now. I mean, forget the

groundhog I talked to Tony Phil is fantastic. But when you hear

spring papers in Missouri, that means that spring is here. Okay.

And I heard my first spring papers. I think it was on

Tuesday. I announced it on Facebook, because I'm that

excited about spring getting here. I saw that

but I thought you were talking about baby

birds. Baby birds and I thought that seems early for baby birds

that I thought you know, you're there. You're the ranch woman

you know more than me. What do I know about baby bird? lifecycles

nothing.

Nope, those are frogs. Those are frogs. Now the

more you know, the more you know those are frog well

spring is here definitely in Florida two

I've been photographing baby foals so it's that time of year.

I love it. It's

my favorite time of year is that when this the

spring papers come out and it's all the babies start come in. We

have little baby calves and we don't have any baby horses

around here. I don't have my last stallion died. Oh, good

God, five, six years ago and it's like, I'm not doing I'm not

doing any more babies. So I'll enjoy other people's other

people's children and other people's foals.

So you go there you go. Well, I could talk

about baby animals in springtime, this entire episode

if you want or we could talk about what we're actually going

to supposed to be talking about today for our listeners, which

is what cam what are we talking about today?

So I also We could spend all day talking

about baby animals. But I'm sure if you're listening to The

Business Animal podcast, you probably appreciate that but

would also like some business kind of stuff to go on to. And

today we're talking about upscaling your email marketing

list. And you all know if you've listened to this show for a hot

minute, I'm a big fan of email marketing, even though the world

sometimes is a little bit, particularly business owners. I

don't know about consumers, but business owners are a little bit

draggy on their feet about utilizing email marketing, but

it is still valid, it is still one of the best ways to convert

your audience from being interested people into being

purchasers. So that conversion, the return on your investment

for the amount of time that it takes email marketing is super

important. But your email marketing can't do squat, if you

don't have a good list to email market to. Now, when a couple of

caveats for those of you if you're brand new in business,

and you're brand new to the podcast and don't know, your

list needs to be an opt in list, it needs to be people who have

agreed and provided their consent to be on your list and

shown an interest. And then you have to keep up on the other

side with thoughtful content that you provide to them that

keeps them interested and is relevant to wherever they are in

the customer journey. So those are three sentences for a very

complex subject that has a lot of moving parts and a lot of

details. But that's the highlights. Today, what I want

to really talk about with Cara and with you is how do we really

upscale our email marketing list? How do we make it more

effective? And how do we make it so that when we send down an

email, we have a higher open rate, which everybody wants? And

how do we make it so that there's more conversions from

the people who receive that particular email. And to me,

that falls down to three things. First of all, getting people

onto your list, getting the right people onto your list. And

that's big three number one is to provide a very thoughtful

lead magnet, or a deep bonus coupon if you are a product

oriented business, that you don't really have the

availability to do a lead magnet. And we'll get into that

all the details there. Number two, to use every opportunity to

add qualified leads to your database. And the qualified is

the key word in that sentence. I see a lot of people who don't

always do that. So we're going to talk about that. And then the

final one, and this is the scary one for most business owners.

And number three, is get rid of the contacts that aren't engaged

and replace them than with ones that are. So let's dive in,

shall we? Or do you have anything to add to my mantra

about email marketing this morning?

No, I do not. I'm excited because I have some

questions I want to ask you. So let's get rolling.

Perfect. So the first one is to create a way an

avenue for people to get onto your list. And we really want

people on your list that are going to become customers. We

don't want to have our email list full of people who are just

like random relatives, friends who want to be supportive. We

love their support. Please do not get me wrong, cheerlead.

Come to my open house. But my email list if you're not

somebody who's going to purchase from me is not the place that

you need to be. And the way that we attract people onto our list

is primarily through asking them, but it feels really

awkward sometimes as a business owner to just say, hey, I want

to put you on my email marketing list. And it doesn't work. It

feels kind of rude actually, when I'm doing a lot of

networking right at the moment, a lot. Like I'm out networking

my little I'm the Social Butterfly of Missouri right now.

Yeah, you're a social butterfly right now.

So I'm out with do the talking to a lot of

people promoting the podcast footprinting, I just I have so

many things going on. I want to get people on my VIP List. And I

do ask if somebody hands me their card. But I feel really

cheesy running around a room networking saying can I add you

to my VIP List? Can I add you to my VIP List? You know, that's

not as fun as me being able to walk up to somebody and start a

conversation and then find where they fit in my paradigm and say,

you know, I have this really good white paper article thing

that I wrote guide. And I would love to give that to you. If you

give me your email address, I'll add you to my VIP List and

you'll get that right away. So it makes me feel a little bit

better. It makes me feel more helpful. An example of this is

in my photography business. We of course do cowgirls with

cameras. I think everybody who listens to this show is aware of

that. And we do photography education over there. And so I

create did a workflow guide for Lightroom, which is a piece of

software that photographers use. And this basically teaches you

how to set up your workflow. And you can get it from my website,

we put it out on social media on the cowgirls with cameras

channel, I put it out on mine. And when I'm networking with

photographers, if they even remotely mentioned that they

edit with Lightroom, I'm like, you know, I have this great

light room workflow guide. And well, if you'd like that, if you

just give me your email address, I'll add you to my VIP List, and

it'll come right away to your inbox and people sign up for it,

it makes me feel good, they also get something that immediately

has a good feeling for them with me, they see what I can do, they

get an understanding of who I am as an photography instructor.

And it just builds a really good relationship and rapport right

from the get go. And it also means that I'm drawing the exact

right people into my list, because people who are

interested in improving their workflow in Lightroom, are

interested in learning more about photography. So now I have

upscaled my list from just any photographer out there in the

world, to people who have an interest in learning more. And

that means that they're more likely to purchase from me and

they're more likely to open my emails. So that's why I say you

have to have a very thoughtful lead magnet, you really need to

gear it towards the target market that you want to bring in

one at a time, folks one at a time. If you have multiple

target markets, you can do this, but concentrate on one at a

time. So that you're bringing them in very specifically, very

thoughtfully. And if you have a product that you're selling, and

you're like, I don't know how to write something like a workflow

guide, or I'm currently working on one for the mindset, Gestalt

business, that is around three indications you're in your own

way, which is what I kind of talked about getting people out

of their own way. So I have three indications you're in your

own way, and then asterik, what you can do about it, which is

what that lead magnet is going to be about. If you have a

business, however, that you're like, I don't know if I could

write something like that, or I don't know if that lead magnet

would work for me than having that deep bonus coupon if you

have a widget or a product that you have. And it doesn't have to

be for a discount, necessarily, it could be a bonus, or it could

be a discount off of a additional item, like you sell

your main widget for X number of dollars, and you don't discount

that. But maybe you have a service program. And if they

sign up for the list, they're automatically qualified to buy

the product at the full retail price. But then they may get the

service contract at a 25% discount or something like that.

Or they may get an extra six months on their service

contract, whatever you want to do. But there's ways to work

this where it's either really thoughtful about getting the

right person in, or you're really giving something bonus

wise that makes joining your list, very appealing to the

people who are deeply interested in what you have to do.

I love that I was thinking about this topic

and this particular point of our big three. And there were two

things that I kind of wanted to just put it out there. And the

first one is is you can think about the different places where

you might have the lead magnet housed, you want to have it in

all the right places. So you want to be thinking about where

those places are. So like your homepage and you can do the do

they call them pop ups. Those little pop ups that come up as

before you exit a page or when you come on click on pop ups

the pop ups and there's they you can actually

workI those it is pop up is the right word. And what's more is

if you have the right plugins, okay good or your website you

can actually people have like movements they make with their

mouse or their fingers right before they intend to exit. And

so you can actually set your pop up to occur when the computer

when the software realizes that that person has an exit intent.

So it's funny because you I'm sure you've noticed one more

thing. Yeah, one more thing here you go join my list and get this

so before those people Yeah, it's kind of cool. How does it

though

it is really cool. And I was just thinking

about like those places where you want to think about being

intentional about putting your lead magnet so you're you can

put lead magnets inside blog posts, you can pin social posts

with lead magnets. But then I started thinking about like my

own thoughts around like creating a lead magnet and being

thoughtful with that. And I love the idea that you can Look at

your existing content, and you can upgrade your existing

content with your lead magnet. So for example, you can take,

maybe you have already written a really popular blog post. And

when you look at your analytics, you're seeing that it routinely

gets a lot of traffic. So you can think about that blog post

and how you can add a lead magnet to it that's relevant to

the topic. So for example, I have a blog post that

historically has done really well for me. And it's something

on the topic of five tips to photograph your horses for the

holidays, this is probably one of my most popular blog posts.

And I could go into that then and create a lead magnet,

something like a list of the top five holiday horse poses you

must try or best places to shop for holiday horse props. So

you're upgrading existing content by adding a lead magnet,

and you're being intentional about it by thinking about your

content that's already performing really well. And you

can do this across your website on multiple pages. And Kim said,

have one that you're focusing on at a time. But to me if you've

got a couple different areas where people are coming in, and

there might be opportunity to create a lead magnet around

that. I don't think that's necessarily a bad idea. What do

you think about this idea of upgrading existing content for

your lead magnets,

I love upgrading the existing content to utilize

that data to tell you Yeah, that's going to tell you that

people are interested in it if it's been popular, that means

that you're more likely to get more success with it focus on

one at a time, like don't offer people like two on the same page

for sure. As far as the selection because gotta get

decision paralysis, you don't want to overwhelm them. Yeah,

they get decision paralysis, and then they don't know what to

sign up for. So I always think of like, don't have popups on

every page that would pop up and say, Ooh, get this one or get

this one. You could also have one pop up that lets them choose

their free gift as well. Like you could have a pop up where it

has a selection. And it could say, if you click this box, you

get this free freebie, if you get this one, you get that one.

So you choose which one you want as the consumer, I'm still a big

fan of keep it super simple and very focused. And if you don't

catch them this round, you'll catch them the next one.

And if you're like me, you serve more than one

type of client. So like I serve equestrian portrait clients, but

I also serve equine photographers. So I have those

two segments. So when someone comes onto my website, they

choose their adventure, and they're either looking for

photography, or they're looking to learn more about becoming an

equine photographer. So when they get to those places,

there's also opportunity there to make sure that your lead

magnet is focused on what that person would want. So just

trying to be intentional about that.

Absolutely. Are we ready to move on to take

every opportunity to add those qualified leads to your

database? Let's do it. Awesome. So qualified leads, folks are

people that are really meant for your business. Now if you have

more than one target market, that's going to be more than one

encapsulated group. Like Cara just mentioned, she serves two

different groups. But each of those groups has qualifications

that work with her, right. So her primary focused group of

people who are interested in getting equine portraits,

they're going to have a different conversation than the

people that are photographers who want to work with Kara, as a

mentor, or in a workshop or something like that. So it's

true across the board, I have very diverse clients just like

that those people those populations very rarely cross

right? In my world, my populations cross a little bit,

but not tremendously. The thing is, is that you've got to know

the qualifications, what makes a good client for every single

target market that you serve, you really need to understand

what qualifies an individual to be a good client for you. And I

know that if you're new in business, you're probably

thinking everybody is qualified. And the truth is, is they're

not. And when you're talking to a really broad audience, no one

listens to you. Or when you're talking about very specific

things, people's ears perk up, and they come over and they

really, really listen to you. So get down a list of what makes a

qualified contact for you. Take a look and see, you know, like

of the customers that you have, what are the commonalities that

those customers share in relation to your business, of

course, and the other stuff that they share is important to find

them but to qualify them. What in context to your business is

really common over your customer base. And then when you're

looking Get adding people to your database, add the ones that

fit those qualifications. Now you can kind of do a little

dance here, right? You could have in almost every email

marketing software out there will let you apply tags to

people to segment them into groups, which is always

advisable when it comes to email marketing. If you're really

smart about how you bring people into your email database, into

your email list, you'll use those tags rather than just

blanket drop them in. So one of the things tactics that you can

use is if they hit those qualifications to be your ideal

client or so they're qualified, you could tag them with the tag,

ideal client. If you on the other hand, see somebody who

maybe doesn't hit all the marks, but has asked to be on your

list, you could tag them with a different tag that designates

them as maybe a an less qualified contact. And then

you're going to want to tweak your communication to both of

those groups. So that you are really, really focusing on the

group A, that has the qualified leads, but you're also focusing

on taking Group B, and qualifying who needs to move

over to Group A, and who probably is going to fall off

your list after a period of time. So the next step up from

just like creating the database, is starting to segment that

database into understanding how those people fit through your

business. And just like you Kara, in your case, I'm sure

you're doing this, but you need to have the leads for your

portrait clients marked separately for the leads for the

photographers, because it's a different conversation. And then

with each and each of those two groups, you need to have an A

list kind of people a B list, and then maybe people that are

just interested in you, that's the friends and family group,

right? Those are the people that are like rah, Euro has an email

list, I'm gonna join it because I always want to stay on top of

what she's doing. The reason why you guys this is so important, I

need you to understand probably more than anything out of this

episode is email marketing has changed in the fact that there's

so many marketing emails that are going out into people's

inboxes, the email service providers like Google and

Hotmail, and MSN, they're now looking at those marketing

emails as kind of a nuisance. And so if people aren't

interacting with your emails, if they're not opening them, if

they're putting in them in a spam box, if they're deleting

them, it really does count against your reputation, if they

look at the domain that your email is marked with the from,

which should be your domain for your website, or whatever your

digital presence is, and they start to go, okay, all of these

emails from Fast Horse Photography are getting read. So

that means that that email has that domain has authority. And

we're going to put more emails, we're good with that we see the

individual that's getting it once that email, we see globally

that that domain seems to have a good reputation. And so we'll

watch that one through. Whereas if you start to get a bad

reputation by emailing too many people and not having a lot of

opens and dadadada da, then you do hurt your ability to add

people to your list. And it takes a while to reclaim your

reputation, so to speak. And there's a lot of factors that go

into that. I don't want to say that's the only one. But what I

am telling you is that the qualified part is more important

than you think. And for more than just a perspective of you

want the right people to talk to it's important from a tech

perspective and algorithmic perspective as well. I agree.

I think that qualified part is really

important. And I just want to jump back you were talking about

the segmentation and how important that was because you

don't want to you know, if you're trying to speak to

everyone, you're not speaking to anyone. And when I first started

my email list, I wasn't segmenting. And I recently had

to go through the very painful process of segmentation, and

trying to take the hundreds of emails and contacts in that list

and segment them and I had to go through a whole process to do

that. And I feel like I'm finally there. But I will tell

people, the earlier you can start that process the better so

that you're not experiencing the pain that I felt at segmenting a

large list. And then the second part, Kim's said over and over

again how important that qualified part is, and I 100%

agree with her around that. And one of the mistakes that I

sometimes see that I think is a mistake is when folks do a

giveaway to grow their list. I don't think that a giveaway is a

bad thing. I've done giveaways. aise I have found them to be

pretty awesome, actually. But if you do a giveaway, you can run a

risk of getting a lot of unqualified leads for people who

just like to win stuff, but they're not really your target

market. Because remember, you're looking for qualified leads,

you're not just looking for anyone who's willing to give you

an email address. I don't know about you, Kim, but I have a

dump email that I use specifically when I have to give

an email to gain access to something, but I don't ever want

to hear from that person, if possible. So I actually have

dumped email. And I think a lot of people do today. So what

happens is, if you're creating something like a giveaway, and

the person just wants to win something, but they're not a

qualified lead, then they're gonna use their dumpy email, and

give you this email address that they've made up just for the

purpose of winning the giveaway. And then they end up

unsubscribing later, or you end up in the spam folder. So I

suggest thinking about that qualified part and thinking

about something that if you want to do a giveaway that you can

give away that isn't generic, and that is really specific to

your niche. So even better is if you can do a giveaway with your

own product or your own service, so that you really are

attracting your ideal customer. What do you think about that,

I'm a little bit where I don't like giveaways,

particularly because I think there are people out there that

have this mindset that and I love this mindset, by the way, I

find nothing wrong with it, but that they're gonna win, so they

won't buy. So I tend to counsel clients of mine against doing

any kind of like, product giveaway, the lead magnet, kind

of like the freebie sort of thing that's freebie

information, or that coupon, anything that catalyzes them to

purchase, I think is important. The place that I see a lot of

these unqualified leads coming from or when like you said, when

people do like a gift certificate, or maybe they do

$100 Visa card or something to add an expo booth, and then

anybody who puts their email into the thing gets a chance to

win the $100 Visa card or something like that. Yeah, it's

like a little bit of a raffle II kind of thing. If you do that,

which happens a lot. And I tell you to get a lot of emails that

way. But if you do that, make sure you segment those people

into their own list. And then what you want to do is use your

email marketing, to qualify them. So send them an email that

has something very specific that's common to your audience.

And if they don't open that email after two tries, remove

them from your list, which is getting us into number three,

which is being able to say goodbye to those contacts that

no longer fit for you, or who never fit for you in the first

place. It's advisable for most email marketing companies will

advise you to clean your list of people who haven't opened an

email in three to six months. I think for a lot of small

businesses, I'm going to tell you that probably that that

advice tends to rank for medium to bigger sizes, businesses, the

clients I work with tend to be very small businesses. And I'm

going to tell you, for a lot of you, after a year, if somebody

hasn't opened an email for a year, you should remove them

from your list, you should take them off, not unsubscribe them

necessarily, but just kind of delete them from your database.

So that you're you're not emailing them.

Can I ask that? You know, I think how much

does like your frequency of sending emails play into that,

like if you're only sending six emails a year, versus if you're

sending in weekly email, like does that play into that some

I feel that it does play into it for and again,

that's why I said small businesses, because a lot of

small businesses don't communicate to their list as

regularly as they should, just because the owner doesn't have

time to do email marketing at quite the same level. But I'm

still going to say if that person if you're sending out six

emails a year, and that person has not opened six emails, it's

probably time to let that person a year in a year. Yeah. Because

if you have a problem no matter what, in that scenario, right?

Email marketing only really works. If the person on the

other end opens the email, there's a little bit of what I

would think is Shadow marketing. I would call it like that you

see the email in your inbox and you go ahead and delete it

without opening it. But the the person who's reading the subject

line is like, Oh, I remember Fast Horse Photography. And I

don't really am not interested in that specific email, but I'm

kind of staying top of mind. There's a little bit of that in

there. But if you're not putting out emails that are getting

opened, then you're not being relevant To the people that

you're emailing. So it's important to understand that

your open rate does count. For those of you who want to know,

the typical open rate for an email is eight to 20% of your

list. So only eight to 20% of the list is going to open that

particular email. So that should tell you right there, what the

number is that you need to start trying to attain in the number

of clients. If you figure on your list, as all of your good

clients and all your qualified leads, whatever eight to 20% of

that number is of the number of people you would like to have in

your business, that needs to equal that eight to 20% of open

rate, because that's about what you're going to get. So you're

always going to be emailing to people who don't open your

emails. However, what we want to do is try to increase that open

rate as much as possible, because it helps our reputation,

it means that the person on the other end is getting the

message. And so our goal is to get that rate as high as it

possibly can be. And I have clients now who are really

practicing their email marketing, and they're really

concentrating on building, they're open rate. And they're

hitting 30 and 40% open rates, which is huge. That's hugely

important, because they're seeing a lot more people by

cleaning their list and taking good care of it. And using good

list hygiene, they're able to get a much higher open rate that

increases their reputation, it also means that they're getting

in front of the right people who can make a buying decision. And

that's the whole reason we're spending time doing email

marketing is to get their emails in front of the person who can

make the buying decision. So it is really important that you

start cleaning up your email list, take a look at what you

need to do to get more people to open and to reduce those people

who just simply are not engaged. Because chances are you

mentioned the fake email address. Yeah, I don't know a

single human on this planet that doesn't have that. Chances are

you're emailing to that fake email address, right. And you

can do a thing, if you don't want to just cut them off like

it just say, That's it, you'll notice you get some emails

occasionally that say this is we notice you haven't opened any of

our emails in the last year. If you still want to stay on our

list, you need to open this email. So somewhere in the

subject line put, you know, this is your last email, if you still

want to stay engaged, open this email, because that's going to

help that person go if they're the subject line reader, people

put it in the subject line. And then they'll be like, Oops, I

don't want to be off of Cara's list. So they'll open the email

and engage with it. And then that puts them back into the pot

with the qualified leads, right. So there's ways that you can

kind of buffer this and make sure you're not missing any

people. But my big theory in this is that if they're not

opening the emails, you're really not losing out by

removing them from your list because they're just not

engaged. They're just not that into you.

They're just not that into you. It's a hard

thing sometimes to say goodbye to them, especially if you have

a small list and you're new and getting started. But I agree

with you when I started segmenting. First of all, that

was the first big step I did. And then I started, I sent out

an email looking for engagement basically like trying to

determine people who are still interested. When I did that I

deleted a bunch and my open rate immediately opened over 30%. So

I was ranging between 30 and 50% opens with the emails that

followed that directly. So it made a big difference. And

hopefully that set me up to make sure that my emails get seen in

the future. So this has been a good episode. Is there anything

else that you want to add? Before we wrap it up, Kim?

No, I think we've probably crammed enough

information into people's heads. And hopefully some of them who

already knew a lot of this is like, Darn it. I knew that now I

need to go do it. So yeah, just get yourself a good caffeinated

cup of coffee or whatever your beverage of focus choices or get

started and get started on really cleaning up your list and

creating that awesome, fantastic lead magnet that's going to draw

just the right people in to your world.

Awesome. Okay, so just to cover our big

three one more time on building your email list offer a very

thoughtful lead magnet or a deep bonus coupon number two, use

every opportunity to add qualified leads to your

database. And number three, really take the time and the

effort to get rid of those contacts that just aren't

engaged with you anymore and replace them with ones that are

because it's okay if sometimes they're just not that into you.

We hope you guys have enjoyed this episode. And if you did,

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