Discussing Email Marketing For Home Service Companies
Today, we have a guest interview that can help you learn how to grow your business from within increased lead quality and lower your cost to acquire new business. We’re talking about email marketing, and we’re joined today by Jena Bagley.
Who’s an Advocate Manager with AWeber, a leading email service provider and the first company to create autoresponders that we’ll talk about today. Jen is a Penn State University graduate. So shout out to all the Nittany lion fans out there who have nearly 20 years of sales and Sales Director experience and have owned her own business.
So Jena knows what it takes to run and grow a business without further ado. Let’s say hello and get started sharing some value. Welcome to the podcast, Jen.
Jena Bagley: Hi, thanks for having me.
Mark Ambrose: Thanks for coming on and sharing your skills and dropping some knowledge for our audience. I always like to start things off on a little lighter note. So what would you say is the funniest or strangest email you’ve ever seen?
Jena Bagley: That’s a great question. It might not be the funniest or the strangest, but definitely, something not to do with email would have a subject line that has nothing to do with your message. So I’ve seen people who think it’s very clever or smart to put something like a clickbait subject line, like meet your favorite superstar.
And then they open the email, and it has nothing to do with that. So make sure that your subject lines are relevant. You can still think outside the box, but make sure it ties to the message. And that’s your first impression. So don’t start by trying to deceive the subscribers or the readers into clicking your email because you won’t get very far with that strategy.
Mark Ambrose: Indeed. I agree. We all hate them. And even when it’s coming from somebody we know or expect emails from, if it’s just clickbait to open it up and there’s no association, you’re going to get a negative association with your breath. And the email will not be effective. So good feedback there. Thank you. So, Jen, our audience is a home service, contractors, plumbers, electricians, solar companies, roofers.
Why should they use email marketing?
Jena Bagley: Yeah, that’s a great question. I mean, first and foremost, they should be using email marketing to stay top of mind, and I’ll give you a perfect example of how that can play out. So I want social media; I’m pretty active. I see all my friends and my network posting, and when they have an urgent matter or an emergency, I always see people saying help. Who do you recommend? I have a plumbing need, or my roof needs to be fixed.
A lot of times, people are scrambling trying to find contractors. And if you are a contractor using email marketing and staying in touch regularly with the people who want to hear from you, you will be top of mind.
And not only are they not going to be sending out these SOS recommendations on social media. Because they’re already going to know who to call, and for their friends that do have these posts, they can recommend you. And we all know how important word of mouth and referrals are in-home service businesses.
So just staying on the top of everyone’s mind, so that your name is the first one that comes to mind, not only when they need you but also when they are being asked for recommendations.
Mark Ambrose: Yeah, I agree. Very important. Very much staying connected.
Jena Bagley: Absolutely. Yes. And email marketing is the practice of building relationships with your customers and prospects.
And the difference, though, is that you’re doing it with highly personalized emails. Emails, which are tailored to each individual, but you’re doing it at scale. So when you’re writing your emails, you should write them as if you’re writing them to one person. But the nice thing about email marketing is that you can touch so many different people at once, really making your job a lot easier.
And you want to write emails that promote your company or your brand, your content, and of course, your services. And it’s so important to add email marketing into your comprehensive business strategy because it’s one of the most effective forms of marketing. After all, it allows you to connect with your customers right in their inboxes.
And almost everyone in the world has an email. And the majority of people say that they check their email every day, around 61% of people. So you’re going to be reaching your customers and your prospects so much more effectively. Then any other marketing, like social media or billboards or anything like that.
And then the nice thing about email is it puts you in control of reaching your audience. You mentioned social media, and it’s great for building awareness with new audiences. It’s absolutely part of your overall strategy, but we all heard that algorithm’s word quite a buzzword these days, but those algorithms significantly limit how many people you can reach.
But with email, you’re not fighting algorithms, you’re a hundred percent in control, and there’s a cool statistic. A message and email message is five times more likely to be seen on email than on Facebook. So any small business owner, any entrepreneur, any business should be incorporating email marketing into their overall comprehensive strategy. It all works together.
Mark Ambrose: Golden nuggets there. Jena, thank you. So yeah, staying connected to your customer is job number two, after acquiring that customer and giving them great service product, but then yes, staying connected is everything. Otherwise, the customer’s gone. I remember I should have looked this up before our meeting, so my apologies, but I remember reading some stats from Harvard business review.
That said, “Greater than 90% of consumers who had a good experience with the business intend to go back, but then just get lost in a busy world.” If you’re staying connected to them, you are going to be exactly, like you said, top of mind, and you’re going to help grow your referrals, your word of mouth business, and promote your business.
And I love the fact that you said to write to one person. Identify who your ideal customer is, picture them, name them, detail, who they are, what they do, and write to that person. Great stuff. Thanks.
Okay. So we kind of touched on it a little bit, who they should be sending their emails to such existing customers who else.
Jena Bagley: One of the things I love about email marketing is that it’s 100% permission-based, or at least it should be if you’re doing it right. So it’s important that you are sending emails to people who have opted in to receive your emails because you want to send a KIBO that wants to hear from you, and that’s going to do marketing to them so much easier.
But the critical piece of successful email marketing is trust. And you have to build trust, or email marketing just isn’t going to work for you. And part of that was that subject line. If you’re starting your email in a deceiving way, then that trust will not be formed. So super important and being that email is permission-based.
Your message is so much more likely to reach them because they’re waiting to hear from you. They took action to say they wanted to receive your content because you provided some sort of value to them at some point in the customer journey. You added value to their home, their life, whatever.
So they must want to hear from you. So if you’ve had recent customers who purchased from you, say in like the last six months, or so you could add them as subscribers, but it’s a really good idea to send them a subscription confirmation, just to make sure that they want to continue to hear from you.
And a good tip is moving forward. I would add that checkbox or verbiage, letting them know that they will be added to your mailing list and can unsubscribe at any time. So really, the most important part of like the, who you should email is making sure it’s people that want to receive your emails, and that’s going to help with deliverability bounce rates, reputation, and your overall success.
Mark Ambrose: Agreed there. And that does tie into your first comment of not fanning or click-baiting in the subject line. So exactly, people who are opting in and want that email to come to them. Such great stuff. Exactly. And not only just your customers but the website, visitors who are downloading something, you’ve got an automated email may be going out to those folks, etc.
So if I have a customer base and have their customer base, how often should they be sending emails?
Jena Bagley: Regular content is going to keep your subscribers engaged. And they’re going to remember who you are, and you’re always going to stay top of mind, which we mentioned at the beginning was so important when you’re regularly sending; it drives traffic to your website.
If you have one or a few, have a blog or a YouTube series regularly, and Google likes that. So that’s going to help you with your search when people are searching for a plumber or roofer. So driving regular traffic to your website is always a good idea. A regular newsletter also helps you sell your product or service, and it gets people’s attention.
If your subscribers love it, they’re going to recommend it to their friends. And then those friends will subscribe, which grows your list. And, whatever you decide for your cadence, there’s no right or wrong way. I mean, I wouldn’t say once every six months, right.
That’s just too infrequent, but whatever you decide, whether it’s a weekly email, a monthly, biweekly, every day, depending on what kind of value you can add, make sure you’re setting the expectation with your customers and your subscribers.
And then, most importantly, stick to it. So if you say you are going to receive a newsletter for me once a week. Make sure, once a week, you’re sending that. Try to pick the same day of the week, and that will help you not only stay on task, but it will help your customer predict or when to expect that email.
And I’ve seen so many customers are saying, oh my gosh, I skipped a week, and I had people emailing me saying, where is my weekly email? So you’ll find that your customers are going to start to rely and depend on your emails. So figure out what your cadence looks like. And make sure you stick to it.
There’s not an exact science send every week, send every month. It’s whatever works for you. I want to deliver enough value that it’s not redundant. You’re not sending the same thing every week. So you don’t have enough content to warrant a weekly email newsletter, then that’s okay. Just say, I’m going to send a monthly newsletter or every six weeks or whatever that is.
Just make sure that you have enough content to justify whatever cadence you pick. If you are sending newsletters that are super long and take 10 minutes for people to read, you’re obviously not sending frequently enough. You need to break them down into more digestible kinds of nuggets every week. So we’re in a quicker cadence.
Mark Ambrose: That’s great advice. So yes, regularity is the key there—so more than the timeframe in between.
Jena Bagley: Exactly. You just want to be consistent because when people start getting your emails, they’re going to come to look forward to them if you are adding value to your customer.
Mark Ambrose: Right. This leads me perfectly into what kind of content they should be sending. So are they just constantly promoting their services and products?
Jena Bagley: No. And that’s the key. You want to think about who your ideal customer is and what interests they might have, what challenges, what pain points, maybe they experience who influences their opinions, and where do they go and who do they trust for information. So really, kind of dig deep and think about this.
Who’s your ideal client? And this is going to inform your email marketing strategy. It’s going to help you determine what content to create. What opt-in incentives or lead magnets you’re going to offer. And what’s the rate in your emails. You don’t want it to be salesy all the time because this is about trust, and you have to build that trust over time before you can ask for the sale. And that’s true in any niche or any industry that you’re in. So email marketing is about the long game.
Don’t be afraid to talk about your products and services in a way that offers value. So if you have a special that’s going on or free consultation, absolutely talk about that, but you don’t want it to be all about you. You want it to be all about your customer and how you can help them and how you help them solve their problems.
Mark Ambrose: That’s great advice.
Jena Bagley: And there’s a couple of different Hines of content that you should be sending.
FIRST would be a welcome series; this is a group of emails that are set up to automatically send to your subscribers after they first join your list. So these are the emails that welcome people. It sets the tone. This is going to help increase your long-term game and your engagement like I talked about.
Plus, this is important because, traditionally, your welcome email has the best open rate of any email that you will send. And this is wherein the welcome series you’re going to want to set that expectation of this is how often I’m going to email you.
And then that way. You’ve kind of set the tone, and they can go, oh, okay. I’m going to hear from them once a week, once a month, whatever that may be.
Mark Ambrose: So that’s great advice.
Jena Bagley: Yeah. Always set the expectations. So any new subscriber that gets on your list will get this welcome series, and it’s done through automation, which is cool.
SECOND. The kind of content you want to send is that newsletter; we kind of touched on that. This is an email you send regularly; whatever that is, it is up to you. That’s helpful to your audience. So maybe you’re sending a monthly newsletter, and these are going to be things that your customer is going to find value in.
So maybe it’s a plumber, and he’s sending his monthly newsletter. And in there, it’s going to be different articles or different blog posts or different types of plumbing, fixtures, or anything like that, that might help your audience. It could be a checklist. It could be anything. And the nice thing about the newsletters is that you don’t have to create all the content for them.
Some people might think, “Wow, I’m not a marketer. I’m not a copywriter”, “I don’t know what to write,” and that’s okay. Because you could create content, or you could curate content, and both are fine. And you could do a mixture of both of these strategies, but you could find articles that other people wrote, and you’re sharing them in your newsletter.
So don’t think that you have to reinvent the wheel and create all this content. Just keep it simple. And remember, your number one goal with these newsletters is to revive value and stay top of mind with your customers.
Mark Ambrose: I liked that a lot of really good points in there. Starting with your customer’s pain points, maybe top 10 questions and answers to their problems you had referred to.
It looks like a welcome series is your automated email is going out automated. It could be one or more. And then your newsletter is going out on your regular schedule. I love that create or curate content. So you can send out “how to” tips and things like that, that you get either internally from your skill and knowledge or that you’re curating from externally great stuff.
Jena Bagley: One of the great components of a newsletter is including your frequently asked questions, and you don’t have to put them all out in one email; you could drip them across several different emails, and don’t be afraid to ask your subscribers what they want to hear. So it’s perfectly okay. In one of your newsletters to say, “Hey, what would you like to see in future newsletters?”, “what content? What questions, what problems do you have?
And maybe it’s like, let’s say I’m Bob, the plumber. Maybe it’s like asking Bob segment in every newsletter, and people can send in their questions, and you can answer them. It’s like ”Dear Abby,” but for home service contractors.
Mark Ambrose: That’s a great idea.
Jena Bagley: Get creative, but keep it simple. Don’t get intimidated or overwhelmed. You’re just helping your customers.
Mark Ambrose: Well, that was the key that in everything you said recently here, so everything was providing value, but I also liked how you said don’t be afraid to sell also. So we had talked before this podcast about a book by Gary Vaynerchuk, jab, jab, jab, right hook. I believe it’s entitled, which is about giving the jabs or giving value. And the right hook is, oh, by the way, we sell something, and you can even do that over a series of emails, jab, jab, jab, right hook, or within one email.
So you can provide a lot of helpful content. And then, in the end, sell whatever’s related to that as long as it’s related. So it’s not similar to your opening comment where we’re, click-baiting them and then trying to sell something different.
Jena Bagley: And if you’ve provided enough value over time when you do set night email, that’s asking them to purchase your products, your services. It’s not going to be as big of like, oh wow. Like they want me to spend money. It’s going to be natural. Like, “Oh Bob, yes, I need that in my life. And thank you”.
They’re going to be thanking you for offering that. And so don’t be afraid to let them know you are a business, but you don’t want just to be all related and not be able to let people know that they can purchase from you because that’s important. After all, many times, solving their problems means that they have to pay for a service.
So just keep that all in my; you just don’t want to be hitting people over the head with pay me, pay me, pay me. I’ve given you all these things and at the moment that you need because of a lot of these things like solar panels or a bathroom Renault or a brand new roof. These are not daily needs that most customers have.
It’s going to be a certain time and place, right? So when your roof has a leak, or you’re going to sell your home, and you know that it needs a whole new roof, you’re going to be proactive and do it now. When that time comes that they need your services, they are going to go with you. It’s just a matter of, kind of, when I said it’s a long game, waiting it out, providing value, value, value, and boom. When they need you, they’re going to call.
Mark Ambrose: Yeah, exactly. And it is a long game, and you do need to provide value because, as you mentioned, if you are just selling, you will find your unsubscribed list growing quicker than your bribe, and then you have nothing of value.
Okay, so, Jenna, you mentioned that you spoke about automation several times in there. So let’s talk about our listener’s tags and segmentation and how they can help and make that even more powerful and even provide a better user experience, for that matter.
Jena Bagley: Yeah. I mean, automation simply put is when you set up a series of emails to send automatically at a specific time.
So with it, you can connect with a person at every stage of their buyer journey. So from them being across back to a customer to a raving fan and advocate of yours, you can build a relationship with an individual over the long term. And the best part about this is it runs on autopilot. So you’re creating connections and increasing your revenue while you work on other aspects of your business.
And I can guarantee that no one listening to this came into their business saying. “I want to be an email marketing expert.” So you’re all doing the job that hopefully you’re passionate about that you’re really good at. And so marketing and email might not be part of that. So automation allows you to save time so you can work on getting customers and booking those projects and getting those bids out and all of those things.
And what’s nice is you can set up single series automation. And that’s when a person subscribes to your list, and then they’re automatically sent email one, then maybe some time passes, then email two-time passes and email three, etc. And it goes in a sequence, or you can set up series with action-based automation.
So that kind of leads to what you asked about tags and segmentation. So this just makes your email more powerful and creates a better user experience. And what I mean by that is when you tag, which is like a short keyword or phrase to a specific subscriber, you can deliver super-relevant content that they’re going to be most interested in.
And then they’re going to open, click, and ultimately purchase more. And so, essentially, these tags are how you categorize and group your subscribers based on their interests or behaviors, or other shared attributes. So an example would be, let’s go back to like a bathroom, Renault. Maybe you have people who are interested in a bathroom run-out or a kitchen renovation.
So you might not send the same content to both of those customer groups because if I’m doing my bathroom, I don’t care about kitchen stuff and vice versa. So if you tag, you know, bath Renault, you could send just that segment. Content about bathroom remodeling, or, you know, if it’s that the kitchen segment, you can send them different content just for them.
And there are tons of different examples that you could have for this. And maybe they live in a townhome versus a single-family home. Maybe they have an HOA versus they don’t have an agent. Okay. Or different developments in your service area? I mean, the possibilities are endless. You could even tag subscribers based on how you acquire them.
Did you import them, did they sign up on your Facebook page? Did they sign up from your website? Did they enter a contest that you were having or a giveaway? Maybe they requested a free quote through your website?
So you could tag them with a free quote and then send them different content that you would send someone that’s already a paying customer, or even create a segment of your inactive subscribers and then send them a reactivation email to try and get them to engage.
Mark Ambrose: I like that. We tag openers of the email and send different emails to them versus those who didn’t open it. As one of them, that billion examples. Another one we just did, we did a six-part broadcast email series out to the whole customer base. And then we redrafted those emails into a six-part series, but a little bit different.
And then, it became an opt-in on the pages on that website that referred to that topic. So you could download and which takes that visitor through the buyer’s journey. They don’t just go from, and I think I’m interested in that to a free trial or discount. You have to take them all through that journey. So tags, segmentation, email automation is awesome for that.
Jena Bagley: Yeah. So one of the easiest ways to grow your list is by adding a signup form to your blog or website. And this allows you to capitalize on the visitors you’re already getting to your site. You can easily, with AWeber, create a signup form to collect your subscriber’s information and add them to your email list.
We have tons and tons, dozens have customizable templates, and you can simply make it your own. Add your colors and branding, add it to your website, and even add it to your Facebook page. And if you don’t have a website, you can create a landing page, and every AWeber customer has accessed a free landing page builder, and we’ll host your landing page. So that’s a great way to grow. If you don’t already have a web presence, you can with a landing page.
Mark Ambrose: I saw that that’s excellent. Even allow videos on those landings.
Jena Bagley: I know. I love it. It’s been so well received, and we’re super pumped about it.
Mark Ambrose: Yes. And a video on your landing page is awesome. But, of course, if you don’t have a website, you should, so shame on you.
Jena Bagley: Another way would be our mobile sign-up form app. So if you do a lot of in-person interactions for in-person interactions, you could use our mobile signup form. So we have AWeber’s Adam app and use pull it up on your phone or tablet, and they can input their name and email right there. It’s so easy and straightforward.
Mark Ambrose: I liked that a lot. So the service person in the field. Doing a repair or installation at a home when they’re done can ask, would you like to be in our newsletter list and let them sign up right there?
Jena Bagley: Exactly. Is it that easy? Another great way to grow your email list is to integrate with tools you’re already using in your business.
So, for example, if you accept PayPal payments, you can automatically add your buyers to your email list through PayPal integration. We also did a major update on our WordPress plugin. So you can quickly get people interested in your website, and your content already subscribes to your email list.
So that’s a really easy way. This one is a little creative, but it could be impactful. For example, you could run a Facebook contest to collect subscribers. So contests are perfect for drumming up excitement and attracting new subscribers. So you could think about running a contest with a valuable prize and a short entry period.
That’s key, and promote it on your website and social media. So maybe it’s a coupon towards your services or product. It could be a free consultation if that’s not something you already do. So really thinking about your business and what would be a reasonable price and get people excited, they can enter the contest to give you their email.
Offer incentives like a downloadable PDF. This is going to demonstrate your business’s value off the get-go and get you, subscribers. So, I mean, I think we can all agree. People love free stuff. So incentives can be super simple.
Think about your customer and what would they find helpful? So one that I think would be great as you know, it’s spring right now, maybe like a spring cleaning checklist of things around the home. So if you are an air conditioning service contractor, maybe you’re going to have a spring checklist of all the things they’re supposed to do in the spring season to get ready for summer.
And then, likewise, another checklist in the fall of what they should be doing to get ready for winter. So. That’s a super simple one. You don’t have to get crazy with it. Just think of what your customer will find valuable because it’s always going back to that value and how we can solve problems.
And it could be as simple as a checklist or a guide on how to take care of your roof or anything like that properly. So be creative.
Mark Ambrose: Yeah, it’s great stuff. And you know, that segues right into direct response marketing. So if we can touch on that just real shortly, we’re not fans of marketing blindly or advertising blindly or branding for service contractors for most of them, unless you’re national or big regional.
So all your advertising, all your marketing should require bonds. So we’re big believers and what you call a lead magnet, giving away free guides, free checklists, etc. It’s hard to get the customer or the prospect from interest to sell and even discounts and free trials or free quotes. That’s still a large jump across a big ocean that they have yet to crop.
So you need to take them through. So we’re fans of getting information out that they can download that they want. And then you can take them through that email series, through the buyer’s journey. And now you’ve captivated them—so great stuff.
Okay. So let’s just kind of wrap it up a little bit. Is there a myth about email marketing that you’d like to debunk?
Jena Bagley: Oh yeah. This is a great question. One of the myths I see out there, and I feel like many people are talking about, is that email is dead, and I’m here to tell you it is not. The email is just as important as it ever was. It’s just as important to get your customers connected, build that relationship. All the awesome things that we’ve already talked about.
An email has kind of had a resurgence, I would say. And if you’re not using email in your marketing platform, you miss out, and you’re essentially leaving money on the table.
Mark Ambrose: You are the possibility of losing your existing clients over time.
Jena Bagley: Yeah, and we don’t want you to be the one where the customer said, “Oh, I would use them again, but I forget who they are.” I can’t remember their name. I don’t have their phone number. And then they are going in panic mode to the depths of Google or social media with that SOS that we’ve talked about.
So email’s not dead. It’s as alive as ever. It is the most effective way of marketing, and it’s the most effective way of continuing those relationships. Let’s face it, the home service contractors, it’s all about loyalty, word of mouth, and referrals.
So do not leave money on the table by not keeping your name out there with your customers.
Mark Ambrose: Exactly. And it cost you very little. Let’s say to trapped in an email and hit a button.
Jena Bagley: Yeah, I tell people this all the time when they say, well, “I can’t afford email marketing.” You can afford email marketing. You can’t afford to because, say, you know, you’re paying $19 a month, and you reach one more customer.
You’ve more than paid for your email marketing. So keep the big picture in mind that email more than pays for itself repeatedly by the exponential growth of your revenue and your customer base.
Mark Ambrose: So as you said, earlier thing, connected, increasing word of mouth, increasing referrals. Suppose you’re going to sell your home service business to the buyer, probably just buying your customer base.
Maybe your tools and equipment, but they’re going after what they want is the customer base. And if you’ve been nurturing that customer base and have a good mailing list and active mailing lists. It doesn’t even have to be big, just engaged. That’s an incredible value that adds great value to the company if you’re looking to sell it.
Jena Bagley: Yeah, and you kind of brought up a good point, and something I want everyone to know is your email list; quantity is not more important than quality. So you could have thousands of people on your list, but if they’re not engaging, it doesn’t matter. So say you had a hundred people on your list, but the majority are opening your emails and clicking and engaging.
Then that’s a far superior list than the one that’s thousands. So keep that in mind. Engagement is paramount.
Mark Ambrose: I agree there. Okay. Let’s see. So, you know, we’ve talked a lot about AWeber, and it’s what we use and what we recommend to all our that we require all our clients get on it so we can master one platform and not be for dozens of them.
Lots of choices for email-type forms. Why should businesses look and choose AWeber?
Jena Bagley: Yeah. So we’ve been an industry leader in email marketing since 1998. And since then, it’s been our mission to do email marketing well and make it powerful yet extremely simple. For our customers to use.
And at the end of the day, our goal is to provide a solution that helps our customers grow their businesses. We want to take the complication out of email and make it super simple so that everyone can use it. And we have a lot of cool features. One of them is a smart designer. So I mentioned we strive to bring.
Powerfully simple tools to anyone who wants to use email marketing. You know, it could be daunting for people who are just getting started and, really, even those who’ve been in the industry for a long time. So with the smart designer, we thought, what if we were to remove the design aspects of creating an email at least so much more time for folks to focus on the other aspects of their business.
So that’s how a smart designer can help. It just uses your website URL, and then it creates beautiful, customizable templates that you can use, and it does it in seconds.
Mark Ambrose: Which is your few choices. I saw the answer.
Jena Bagley: Yes. Very good. It’ll pull in your logo. It’ll pull in the colors of your website. And we did that because we want to make sure that you’re keeping the same tone and voice, and feel of your brand because consistency is key.
When you want your audience to have familiarity and brand recognition, they shouldn’t be entirely off the wall when they open your emails. It should resonate with all of your branding and everything that they’re already used to. So smart designer keeps that consistency by pulling like images, copy, color schemes, all that.
So that’s a cool feature. You should try. If you haven’t already, we have landing pages that we talked about and some other things that set us apart—our deliverability. So we work extremely hard to get your messages in the inbox and not the spam folder. And that’s something that we’re known for.
And our 24 seven customer solutions, it’s the best support team out there. We’re available any day of the week, any time of the day because we know as small business owners, you’re not traditionally working on your email marketing from nine to five. So we want to make sure that we are there and ready to help you with anything you might need.
Mark Ambrose: We love how easy it is to set up automation and segmentation and tags and that so we’re big fans. We promoted happy you came on board here. Golden nuggets. Thank you, Jenna. Is there anything I didn’t ask that you’d like to add that may benefit the audience?
Jena Bagley: If you’re going to take anything away from this, I hope it’s an easy four-step strategy that we recommend. So set expectations on your email sign-up form. And we talked about explaining how often they’re going to get emails. What kind of content will you send? Then, make sure you reiterate that expectation in your welcome email, deliver emails with content that you promise.
And then finally, just clean your email less regularly to remove subscribers that no longer want your emails, and that’ll help keep things a little organized. But my number one best piece of advice is to keep it simple.
Don’t over-complicate your emails.
- Create a signup form.
- Create an automated welcome email
- Get started
Mark Ambrose: Just do it. Great stuff, Jena. Thank you for that for our listeners. If you’d like more information and a link to AWeber, go to a Battleplan-marketing.com/email. Or you can go directly to AWeber.com. And get a free trial over there at disclaimer; we are affiliate partners with AWeber. So if you sign up with them using our link, we get data commission. But as always, we only promote what we use ourselves every day and for our clients.
So we hope our listeners got some helpful value from this interview on email marketing, which you should all be doing. Thanks for sharing your time with us, and thank you, Jena, for sharing your time, skills, and expertise with our audience. We highly appreciate it.
Jena Bagley: Absolutely. No problem. Happy to help. Thank you for having me.
Mark Ambrose: Thank you. Create a great day.