Ever felt like you don’t know what to write to your email subscribers, or don’t even know why you have a list, to begin with? If you find yourself spinning in circles trying to figure out how often to email your list, what to include in your emails, and what metrics to measure, you are not alone. Most of the mass-marketed advice we have been subjected to is meant for course creators and coaches who build their list with Facebook ads, a 2% conversion rate, and plenty of unsubscribers just looking for the latest freebie, what are the standards for experts and thought leaders?
Enter Bev Feldman, Your Personal Tech Fairy. Bev is a seasoned email marketing strategist with a passion for helping small business owners grow their reach and impact. As a consultant, Bev focuses on the unique needs of her clients, providing them with personalized strategies that align with their business model and goals. Her expertise in email automation and relationship building has made her a sought-after resource for experts and consultants looking to improve their email marketing game without a huge list and spammy tactics.
In this episode, Bev & I dig into:
Business Models and Email Lists
Different business models have different email marketing requirements. It's crucial to customize your email marketing strategy to suit your business model, instead of blindly following trends. For businesses with a thriving referral network or those that provide high-touch services, a quarterly email might suffice. Others may require more frequent communication with their audiences to build and maintain a pipeline of potential clients. By understanding and adjusting your email marketing approach to suit your specific business needs, you can optimize your strategy for better results and growth.
Engaging with subscribers and nurturing relationships with the right audience is crucial for a successful email marketing strategy. Instead of concentrating on a massive list of subscribers, aim for a smaller, more engaged segment that genuinely appreciates what you offer. Make your audience feel acknowledged and valued by addressing their specific needs and preferences, which will lead to stronger connections and promote the growth of your business. By genuinely engaging and nurturing relationships, business owners can create a loyal customer base with higher chances of conversion.
The key lies in understanding your audience's requirements and tailoring your messaging accordingly. During the interview, Bev mentioned our mutual mentor, Dr. Michelle Mazur, who believes if you have a high-ticket, high-touch program with a handful of clients a year, you can probably just email your people quarterly and spend your time on other networking and relationship-building activities.
Strategies mentioned in this episode are:
Connect with Bev online:
You know that email marketing is just one piece of the puzzle to creating a stand-out, sought-after business, right? If you are ready to look at the big picture and not just a couple of pieces, then it’s time to work with me on my 12-week 1:1 program, The Boss Up Breakthrough. Taking the first step is easy, just schedule a free 30-minute consultation right here: https://bit.ly/3qrJ9YQ
Not quite ready to work with me, but you’re ready to take the next step beyond the public podcast? I just launched a PRIVATE PODCAST and you can listen to it from the same podcast player where you enjoy this one. “Show Up Like a Boss” is like a behind-the-scenes look at working with me through the eyes and ears of 10 of my private clients. Grab it for free by clicking here: https://bit.ly/3ZOD3CK
Timestamped summary of this episode:
00:02:15 - Building Relationships
Bev Feldman emphasizes the importance of building relationships through email marketing, rather than just focusing on growing a large list.
00:05:08 - Engagement Metrics
Bev cautioned against relying solely on open rates. Instead, she advises looking at context and engagement through other channels such as social media.
00:10:59 - Email Automation
Bev highlights the importance of finding a balance between automation and personalization to ensure a strong relationship with subscribers.
00:14:58 - Finding Your Email Strategy
Bev Feldman suggests creating an email strategy that feels good to you and injecting personality into automated emails that can set expectations for when people can hear back from you and provide helpful information, such as links to book a call.
00:24:23 - Business Models and Email Lists
Bev advises that some businesses with a strong referral network may not need an email list, while others could benefit from showing up consistently in people's inboxes.
00:38:09 - When to Hire Help
Hiring a strategist for an email platform migration or to improve current platform usage can be helpful, especially during a phase of business growth. Strategists can offer insight on future forecasting and maximizing platform usage.