Episode 25 Stellar Email Marketing Tips with Jenn Scalia

Episode #25 Stellar Email Marketing Tips with Jenn Scalia

Episode 25 Stellar Email Marketing Tips with Jenn Scalia

Hi everyone, and welcome to episode 25 of Work Smarter, Dream Bigger, Live Brighter, it’s Jo Gifford here.

Today I have a super special guest who’s going to be holding the mic for me.

I’ve invited some of my colleagues and co-workers and collaborators and biz friends to contribute to the podcast on occasion, and this is a really great way to allow them to share their amazing tips with you, for you guys to really benefit from some people whose journeys I’ve been part of and whose work I really admire.

Jenn Scalia is one such lady.

We met in April 2014 when we were both part of a group – and I’m going to shout out the awesome Becca Tracey of theuncagedlife.com – the Uncage Your Biz group. This is a month long group with Becca and it really helps you to get your biz to the next level.

On the Same Path

Jenn Scalia was someone who really stood out from the crowd of amazing ladies in that group and since then she and I have been on a path of growth. We joined Denise Duffield Thomas’s Lucky Bitch Bootcamp {affiliate link} at the same time. We were both also working with the amazing Rebecca T Dickson so we’re both now experts on Becca’s Clients, Clarity and Cash programme, which is just amazing for female coaches, it’s a brilliant programme, and Jenn has had an explosive business growth over the last six months to a year.

She works really hard, she hustles really hard, she invests in herself and in her business and she has such an ethic for self-improvement and learning, to really getting herself to the next level. It’s just amazing to have been on even part of that journey by experiencing the same things she has, but also to be just standing here watching her stuff go crazy.

Jenn has some amazing tips for you guys today on email marketing and she’s someone you should definitely check out. She’s going to share ten tips for email marketing and of course you can check her out on her site.

Without further ado, here is the amazing Jenn.

Hello everyone, this is Jenn from jennscalia.com and I am excited to be here as Jo’s guest for today. I am a bestselling author, visibility coach and business strategist. I work with coaches and other online entrepreneurs to help them get in front of their ideal clients by showing up and standing out in a crowded industry.

  • I have coached hundreds of women entrepreneurs to get more clients, make more money and achieve success online. I grew my list organically from 300 to over five thousand in less than a year without spending a dime on advertising. I also booked over 100 thousand dollars in new clients in the first three months of 2015.
  • I have over ten years’ experience in marketing and social media, including starting and growing my own clothing line to an internationally recognised brand that was featured on reality TV shows and MTV.
  • I have been published in the Huffington Post, MindBodyGreen, Elite Daily, Tiny Buddha and more. I also co-authored the book, Against the Grain, with Brian Tracy, and have been featured on countless podcasts and telesummits.

Again, I am so glad to be here today, I am so happy that Jo invited me. Jo and I met just a little over a year ago when we took a course together and we’ve kind of been on this very eerily similar path through our businesses, through our entire journey, through entrepreneurship, so it’s been really cool to see each other kind of grow and see the huge changes that have happened over the past year.

It’s really amazing to just think back and look back at the big picture and really see how much can happen in such a short period of time. If you feel like you’re struggling right now or you feel like it’s not happening fast enough for you, I just want you to think about that. Even look back a year from where you are today and look at all you’ve accomplished.

It really can happen super fast, and with all of the knowledge and information you get from Jo and her experts and with some of the knowledge I’m going to give you today, you’ll be able to make that happen even faster for yourself.

Breaking the Rules

Today I want to talk about breaking the email marketing rules. There are all these rules and things that we’re supposed to follow in the online space. We see things all the time, there’s so much content, there’s so much noise, so it’s really hard to distinguish what you should listen to and what can go by the wayside.

It’s really about tuning in and tapping into what feels really good for you and your business, because one way of marketing or promoting may not feel good to you and another way may feel really awesome to you, so always check in with yourself and your inner guidance on which of these things feels really good to you.

#10 Tips on Email Marketing

Today I’m going to give you ten tips on your email marketing and how you can use that. For example, if you don’t resonate with all ten, then you don’t have to do these. Just take what feels good, take the little nuggets, use them for your business and leave the rest.

  1. I’m going to start off with one of the things I learned from my mentor which was sending out newsletters on a specific day.This was always something I taught my clients, I was always telling them to make sure to be very consistent. If you’re going to send out your newsletter on Tuesday, make sure that you send it out on Tuesday, every Tuesday at the same exact time, and that’s the way I did it for myself for the longest time.I found that between Tuesday number one and Tuesday number two there was definitely stuff I wanted to say and it really sucked to have to hold that back and didn’t feel good to have to wait until the following Tuesday to say what I needed to say or share what I wanted to share with my audience.This is a rule that I began breaking a few months ago and I think it’s been really, really good. Instead of only sending on specific days, I only send when I have something to say. If I have something that I’ve created, if I’m doing a podcast or an affiliate for another coach, if I am doing an event, if I come across something I feel like my audience can really benefit from, I don’t want to wait to send it.Only send something when you have something to say and likewise if you don’t have something to say, don’t just send crap. Make sure that you do have something to say, make sure that the content in your emails is very valuable because that is what’s going to keep people on your list.

    It’s one thing to get them on your list, it’s a whole other thing to keep them on your list, especially because there’s so much inbox competition and people are getting inundated with stuff, day after day, hour after hour, email after email. You want to make sure that your stuff stands out so you want to make sure you’re giving high value on every single correspondence you send out to your list.

  2. The next thing is something I love doing and it is to send love it or hate it emails.
    Much like I was saying before, there is a lot of competition, so if you’re sending the same old boring emails saying, six ways to do this and ten ways to do that and you’re really not having any type of personality or stance on anything, you’re going to get deleted pretty soon because they can get that information anywhere, and people don’t need to have that clutter in their inbox.So what I mean with a love it or hate it email is for you to get really personal and authentic with your ideal client. Now, notice I didn’t say with your entire list, I said with your ideal client. This is what you want to keep in mind when you’re writing these emails, you are speaking from the heart. You are taking a stance for something. You are speaking to one specific person. Everyone else, don’t worry about.When you do this, what you’re doing is you’re really calling in those perfect clients, you’re really calling in those people who are meant to work with you, who are going to adore you, who are going to become raving fans, and you’re going to start to see other people who aren’t exactly your ideal client or maybe who will never buy from you disappear, and you will get unsubscribes.Don’t worry about that, because unsubscribes are just a filter for you having a list that’s really quality, which brings me to my next point.
  3. The number really isn’t that important. You can have a list of five thousand people, but if those five thousand people are not engaged, then it really doesn’t matter. However, you can have a list of a thousand people and if you get 80 per cent open rates – which is crazy, by the way, but I know some people who do – then you have a better chance of selling and of calling in your tribe with that smaller number than someone who has a big number of unengaged, unresponsive people who aren’t even opening up their emails.The actual number on your list, for me is not that important. The number you want to pay attention to is that number that shows you how many people opened your email.So let’s say for example, I have about five thousand people on my list and I used to get upset because I was like, oh my gosh, only 22 per cent or 27 per cent of people are opening. I started to reframe because once I looked at that number and I saw that at least 12 to 15 to 1700 people were actually clicking and opening and reading my emails, that’s the number I started to focus on. I really started to focus on the people who were opening my emails and didn’t really worry too much about the people who didn’t.
  4. Number four is to really nurture your current list instead of just trying to grow it. Of course you’re always going to be growing your list, you’re always going to be putting things out there to try to build your list and get new people. However, don’t forget about the people who are already on your list.You want to make sure that you really nurture these people. Like I was mentioning before, high, high value, make sure that they feel like they’re getting something special from you, so don’t just build a whole list and then continue to build your list but never communicate with the people that are currently on it.Yes, we have social media, we have Facebook groups, we have Twitter, we have all these ways of getting in touch with our people, but your list is your bread and butter because this is actually your platform, these are your people whereas Twitter could go away tomorrow, Facebook groups could be banned, and then what are you going to do? You want to have a consistent communication with the people who are on your list.
  5. Next is don’t send the same emails that everyone else is sending. I kind of touched on this earlier when I said about being vanilla and bland and boring and saying, here’s the six best ways to use Twitter for your business.That’s all well and good and I’m sure it’s really great information. However, it doesn’t move someone, there’s no emotional factor there. When you’re sending your emails, are you sending something that has been said before? Are you sending something that your competitor is probably going to send next week? If that answer is even a slight yes, re-think and re-frame what you’re going to send out there.Make sure that you put your personality, your own unique spin, make sure that you are flipping it or creating some kind of controversy or even just looking at it from a different angle. This is a tip that I give to my membership site members.We had a content challenge and this is something that I actually had them do. Whatever your industry is saying right now, whatever everyone is on the bandwagon about, you come in from a completely different angle and people are going to want to read it.Say for example you’re a health coach, and everyone is talking about creamed smoothies and kale and all of these things that are so great for you. What if you were the health coach that was like, hey, you can eat ice cream and cookies and lose ten pounds next week? Of course that might seem a little bit like a stretch, but people are going to wonder, they’re going to say, oh my gosh, I want to know how to do that, so you want to really get people to get excited about your emails, you really want to know what you’re going to say next.
  6. Number six is to get crafty with your email subject line. Similar to sending the same emails, if you’re sending a subject line that’s tired, that’s overused, that everyone in the industry uses, people just become blind to it, they don’t even look at it, they’re just going to delete, so make sure that you get really creative with these things and make sure that you’re putting some personality in here.Like I mentioned before, it’s kind of flipping the script on what your people are going to expect from you. Make it so enticing that they’ll want to open the email.
  7. Next is to have one call to action at the end of every email. I see this all the time! I get people’s newsletters and there’s all this stuff on there, read my latest blog post, check out my latest YouTube video, follow me on Twitter, follow me on Periscope, join my Facebook group and oh, by the way, I have this course for sale!It’s not going to work! You need to give people JUST ONE call to action at the end of all your emails which will pull them to take that action as opposed to giving them five different things to do and having them choose, because they’ll never do any of them.
  8. Next is to leave them hungry for more. At the end of your emails you want to entice them with what’s coming next, so say if you did an email post or a newsletter about the five ways that you can get a flat tummy by next week, then at the end of your email you want to give them a nudge that you have more!You could say something like, watch out for next week’s email where I’m going to be talking about how you can get buns of steel within three days, so give them that little hint that something even better is coming, and what this is going to do is actually make them want to open your next email.
  9. The next thing I do a lot. I always encourage my people to reply, so this would be my call to action on a specific email. If I’m talking about something that I went through or some kind of struggle or something I’ve learned that I shared with my audience, I often encourage replies.If I really want to hear an opinion on a certain email, I’ll ask my audience and say, hey, have you ever gone through this? If so, hit reply. If you’re giving them a call to action, maybe have them hit reply, maybe you’re telling them how to use Periscope for the first time for their business, so tell them, hey, if you want me to follow you, click reply and give me your username and I’ll follow you on Periscope.That’s going to be something that people are really going to want to reply to so it’s not just a one way street with you broadcasting to those people, you’re actually going to interact with them by asking them questions and showing them that you actually care. I have got anywhere from 12 to 20 and even up to 40 people that emailed me back on a specific email that I sent out, so that is pretty darn good, because I’m now creating and opening this line of communication with my audience that’s not just one way.
  10. Finally, do not be afraid to sell on your emails. I know that as coaches and online service providers a lot of time we think that we just want to send out really great information, that we don’t want to bother our list, but here’s the thing. You have a business to run, so in order for you to have a viable business, you need clients, you need to sell products, you need to sell stuff, so do not be afraid to sell on your email.As long as you are giving valuable information and it’s not always sell, sell, sell, it’s absolutely okay to sell on your email, and this is a big mistake I made in the beginning of my business because I really thought the same thing. I didn’t want to bother them, I didn’t want them to think that I was salesy or sleazy so I never gave them the call to action to actually buy something.If I knew I was launching something and I wanted to send out an email I was always nervous and felt like they were going to hate me and unsubscribe. I’ve got over that and I’ve realised that I’ve given my audience and continue to give my audience such great value that when I have something to offer, I’m going to offer it, especially when I know that it is going to benefit them.

So those are my top ten tips for breaking the email marketing rules. I’m just going to go over them really quickly one more time.

  • Don’t worry so much about sending out your emails on specific days, but send something out when you have something to say.
  • Send the love it or hate it email and don’t worry about unsubscribes, because you will get them.
  • The actual list number isn’t that important. Make sure you’re looking at the number of people that are opening your emails and focus on that number and those people.
  • While you’re growing your list, make sure that you are nurturing your current list and make sure they know that you really care about them and that you want to continue to give them valuable information even as you are adding to your current list.
  • Don’t send the same emails that everyone else is sending because you will get ignored!
  • Get crafty with your email subject lines and be really creative and unique. Make sure that it’s something that people are going to be dying to find out what’s inside.
  • One call to action at the end of every post. If you’re giving people too much, they won’t do anything.
  • Leave them hungry for more by giving them a little teaser of what’s to come in your future emails.
  • Encourage them to reply by asking a question, asking if they’ve ever struggled with something, offer them help and ask them to reply to you personally to open up a communication that is two way.
  • Don’t be afraid to sell on your emails.

That is it, my friends. I want to thank Jo again for having me on, I really hope that you’ve found this helpful, I really hope that you can take some or all of this and apply it to your business in a way that feels really good and authentic. ‘Bye!

 

Make sure you check out Jenn and her work right here.

Find the podcast on:
iTunes
Stitcher Radio
Podbean RSS feed (non iTunes)

Comments

comments

Jo Gifford

My work is about helping people work in smarter, creative ways + getting their message out to the world via killer content—blogs, copy, images + social. I am a designer, writer, blogger, mentor, author, creativity addict + prolific geek. You could call it a portfolio career of multi-potential multi-passions. I call it being me.
Work with me, Shop with me, and Chat with me!

JOIN.MY.TRIBE.

  • Vince

    I simply love this episode! I’m using GetResponse platform now and these tips are very useful for me :)