Listen Here: https://podcasts.apple.com/us/podcast/your-business-bestie/id1896530626
Watch Here: https://youtu.be/HfD1gkbvStA
00:00 Alright, so today we're going to talk about the email list you don't own is costing you money. This is one of my favorite, favorite topics to talk about because owning your own list of contact information is pivotal in your business. 00:21 It allows you to pivot. It allows you to succeed. Even if a platform shuts down and it is the secret sauce to any business, any model. 00:30 I do not care what kind of business you're running, whether it's service based, coaching, product based, like literally I do not care. 00:38 You have to have an email list and utilizing it is the most important thing you will ever do for your bottom line revenue. 00:47 Okay. Okay, so. So if your audience disappeared tomorrow, if you lost your Instagram account, if your Facebook was hacked, if TikTok said you can no longer post, we all live through TikTok almost going away or well, it did go away for a little bit, but like, what if that was your number one revenue generating 01:02 channel and you had no email list and it really did go away? What are you going to do? How are you going to get back all of those contacts? 01:12 and I'll it would take you forever and you've already spent the time. So why are we not capitalizing on the people that have already given your business attention? 01:22 So let's get into this. If you do not own your audience, you're, you don't own your growth. It's that simple. 01:32 Again, if you are on Facebook or Instagram, TikTok, any of these social media platforms, you are on borrowed land and borrowed time. 01:41 Everything you do is dependent on the algorithm. The difference when you have a list of contacts, you can do things that are within your own power to make sure you show up where they're going to see you. 01:53 Yes, with email and stuff, you might have, you know, deliverability scores that come into play and sometimes an email is going to land in spam. 02:00 Um, things like that, but so much of that is in your control and once you know how to harness the power of email and once you know how to leverage segmentation to affect deliverability, you can control if what you are sending out actually lands in inboxes. 02:15 So I don't want you to like have this negative mindset about utilizing email and SMS because you simply don't know how to use it yet because you can learn how to use it. 02:24 You teach it, we do it for our Done For You clients, like there is so much help out there to get you to where you are understanding and leveraging the power of utilizing your list. 02:36 What we have seen from all the many, many, many people that we have helped, the different brands we've worked with, is that they win when they are building with the information that they own, meaning they are building with their profiles, their contacts, their list. 02:52 You have direct access to these people. You don't have to worry about having a middleman. You don't have to worry about an algorithm. 02:58 You don't have to worry about anything because it's directly you to the consumer. Whether that's a client, a customer, it doesn't matter. 03:05 You are directly going to them. There is no algorithm to chase, and it's a real asset. So if you were to pivot your business, or you were to offer a new offering, let's say that you have a, you're a service-based business, or you're a coaching business, you are able to show up and be like, hey, we have 03:23 this new offer. Here you go, and hand it to them on a silver platter. Same thing with product-based businesses. You are able to take the new items that you have and show up, hand deliver it to them so that they are able to say, oh my goodness, I want this. 03:37 Versus you trying to catch them with the algorithm on social media. If you are skipping the foundational step of building your email list, you are building your business wrong. 03:48 I'm sorry, I'm, my goal here is to be your bestie in business and being a really good best friend means telling you things that might hurt your feelings and I just need to make sure that you are understanding this because my hope for you is that through what I'm teaching and through what Boutique Bestie 04:07 Solutions offers, we are able to help you scale your revenue and your business to match what your dreams really are and sometimes that comes with tough love. 04:17 Email and SMS are the only channels that you control. I don't know how else to be more clear about this because it is so important that you understand that you need to control the relationship, not Facebook, not the algorithm. 04:34 You need to control this and without it, you're dead in the water and email allows you to do that. If you build your foundation through your list, everything else flows from it. 04:46 You can send people to your socials from your email list. You can send them to lead magnets, you can send them to funnels, you can send them to product pages, you can send them literally anywhere and it is free to have a list. 05:01 It is not free to do sending. It is free to have a list and if you have a performing list with people who want to be there, you are going to make enough money that it's not going to matter how much it costs to you. 05:13 Utilize any certain platform. Okay, so, without a list, you're always having to show up every single day. More posting, more praying that somebody's going to see it and every day you're starting over because every day you have to rebuild those views, you have to hope that people are gonna stop their 05:33 scroll. But with email, yeah, we do. Build out weekly campaigns. Once you have flows in place, that's a different story, but you do have to build out your weekly campaigns. 05:44 100%, I'm not gonna lie, it does take time, especially when you're learning how to do it. But you're not starting over because those people have already opened emails before. 05:57 Those opens generate good metrics. Those metrics are metrics, signal deliverability health to the inbound providers. So you're not, every email that you send is not fighting to, for its place in the inbox. 06:11 You build that over time. It doesn't start from ground zero. You start from ground zero once, unless you stop sending and then you have to rebuild. 06:19 But like, as long as you are actively sending, you only start from ground zero once, and that's when you first create the equation. 06:25 You start account for the sending platform that you are choosing to use. And we, 100%, recommend Klaviyo. I don't care. 06:34 I don't care what you're using for anything else. Klaviyo, you're going to have the best deliverability. It is the most trusted as far as the inbound providers allowing emails through. 06:45 It's, yes, it is a little bit of a beast to launch. You learn, but once you learn it, it's just a repeatable system. 06:53 It delivers the best analytics, the best integrations, and as your bestie, I'm telling you, stop wasting your time and energy and money with other platforms and just make the dive into Klaviyo. 07:04 Okay? All right, so we love systems, we love funnels, and if you have not built out a system yet, a system for this, you have a job, you are not building a business, because businesses are built on systems, because systems compound. 07:23 Having a job is exhausting. Okay? Like, we know this. Having a job is, is not what any of us want. 07:32 Having a system, where things are running like a machine, that is what we want. Okay. So, let's go. The real purpose of an email is, it's not about just collecting the emails. 07:41 Okay? You use email to build trust, to nurture up an audience, so you're taking somebody that's cold, you're moving them along until they're warmed up, ready to purchase. 07:52 You are leading them in a guide to buying from you, and then you're bringing them back, so once they make to purchase, they're still staying engaged with you. 08:01 And then, hopefully, they will continue to purchase. We've already talked about funnels before. This email is your middle of funnel and bottom of funnel engine. 08:13 Everything else is just adding on. Please remember, email's not top of funnel. We cannot make email who get us more profiles, but we can take profiles we've already gotten from our top of funnel strategies and move them along our funnel via email. 08:31 Okay? So, top of funnel, again, we know that this is, like, discovery. This is social media. This is SEO, um, through, like, Google and Pinterest. 08:43 This is ads. And then, we have our middle of funnel, which is nurturing. This is where a lot of our, um, well, clients open flow comes in. 08:51 This is where our stories on social media come into play. This is where our email campaigns come into play. But, bottom of funnel, 100% email campaigns driving sales. 09:02 However, with emails, I don't want you to always just sell, sell, sell. There needs to be something that makes people want to keep clicking week after week. 09:12 So, like, for, um, clients that we manage, we always recommend for our product-based businesses, we like to include something, uh, in our emails that's, like, serving their specific customer type. 09:25 Usually, it's something we find on Pinterest. If they have a blog, we feature something off their blog. Or, we find something fun on Pinterest that we think that their idle customer would resonate with. 09:34 Because it gives them this little feeling of, like, oh, they found they see me as a person. We're not just selling, selling, selling. 09:41 We are giving them a moment, and it's just a moment. It doesn't have to be the whole entire email. Just a moment of serving them. 09:48 I know in our BBS emails, we always, we try really hard to give a tangible takeaway. Something that our readers are able to take, implement, and get themselves a quick win, or it gives them a quick idea, or it gives something that is serving them, instead of just selling our services. 10:07 Okay, so the reason your list may not be growing, because we hear this a lot, you may not have a pop-up. 10:14 If you do not have a pop-up on your website, you need to get one. If you're a product-based business, the best thing to do is to offer a discount of some sort. 10:23 15% off works the best. I know that's a giving discounts hurts, we feel it, but if you can increase the lifetime value of your customer, that 15% becomes like a drop in the bucket. 10:36 So, if you have a service base, or a blog, or, uhm, coaching, or anything like that, your pop-up should offer something free. 10:46 So, maybe, like, if you are a nutritionist. A nutrition, uhm, coach. Maybe, like, a freebie of a week's worth of recipes. 10:56 Something to get them to sign up for your email list that is serving them, and then asking for that contact information in return. 11:03 If you are only collecting email passively, meaning, like, you have a storefront, uhm, and you are only collecting email on your website as people will come across it, but you're not. 11:14 Actively collecting in store, you are doing it wrong. You should have QR codes in a store. You should have it as part of a checkout speech that you instruct everyone in the store to do when they are checking someone out. 11:26 Uhm, you only have one point of capture on your website, so, like, you literally only have the pop-up and there's nothing on any of the pages, like at the bottom, to capture an email address. 11:38 That's a problem. If you have a pop-up and you don't have it where it goes into a teaser when they exit off, it's also a problem. 11:47 If you wait too long to start, okay, for some of you, you've been doing this for years and have yet to get serious about collecting emails. 11:56 Think of all of the emails you could have at this point if you had just started early. If you are starting early, your business, implement it immediately. 12:06 If you are on Pinterest, implement it immediately. Your lead magnets, meaning like the things you put out to the world where you're offering free things in exchange for that contact info, you should be throwing that out on Socials, Stories, and Pinterest, like, so hard, because that is how you'll get 12:23 emails from people. It has to be a focus and it needs to be an immediate focus, not something you're going to fix next week, something you fix today. 12:32 You can literally implement a pop-up today. You can make a freebie today and you need to stop waiting for tomorrow because you're just letting profiles pass you by. 12:44 It is very expensive to your business for you to not implement email marketing because email is the number one revenue-generating activity that you can do for your business. 12:58 Okay, so let's talk about how to actually grow your list a little bit more. So offering something really, really good to your ideal customer, like the lead magnets, like the discounted stuff, something that they want to have. 13:13 What is your audience telling you that they want? Give them that. An optimized pop-out, meaning very clear, concise messaging, making sure that it is properly popping up. 13:24 We do not want to see multiple pop-ups, like if you have a rewards program, you don't want that popping up, and the, uhm, email, uhm, collection pop-up, and this pop-up. 13:35 I have seen websites that have, like, three and four pop-ups because people don't know how to, how to manage their back-end. 13:42 You have to figure it it for you. You also need to make sure you're not waiting 30 seconds before the, the pop-up happens. 13:50 If you're, uhm, utilizing it through Klaviyo, because you can do landing pages through Klaviyo, you can do pop-ups through Klaviyo, you can time it there, and you can also set it to where, uhm, current profiles within your Klaviyo do not get shown. 14:02 The, uhm, the pop-up again, so that they're not getting annoyed, but always just have it where they can exit off, make it turn into a little teaser, make sure the teaser isn't covering anything important on your website, uhm, and make sure you're capturing it everywhere. 14:17 If you offer a discount, or you have a freebie, you need to be talking about it every time you go live. 14:24 Every time, like, at least once a day, on your Stories. Like, why would you not be offering what you have for free on your Stories, or your discount? 14:31 You can have a picture of your new dress, and say, have you snagged our new subscriber, 15% off discount? Ask us how. 14:40 You can do so many ways of making sure to get the information out there, so that you can collect these profiles. 14:48 And then making sure you're driving traffic from p.m. to If using SEO optimization across your website, uhm, on your socials, on, like, Google, every, there's so many places that you can be driving traffic. 15:03 Make sure you're doing that, and make sure we have the pop-up, and then make sure you have the email flows in place to start nurturing them. 15:11 Where the attention lives, your pop-up should live too. So, where on your website are people going to first? For most people, it's going to be their homepage, uhm, but for other people, maybe it's not. 15:23 If you have a blog, maybe it's lots of pages. You can have it where it pops up on every single one. 15:28 You can have it where it only pops up on certain ones. If there's a touch point that is getting attention, there needs to be a way for them to connect with you and give you their contact information. 15:38 session. 1 Okay, if we're getting traffic, so we're paying for ads, we're doing the work on socials, we're doing, you know, Pinterest posting, SEO, we're doing all the things, but we're not capturing the profile, we're missing the opportunity every single time. 15:54 And we don't want to do that. Because when we actually are optimizing these profiles, the collection of them, the marketing to them, that is how we generate predictable revenue. 16:06 And is that not what we all want? I don't know about you, but I love going to bed and waking up with sales. 16:14 This is how you do that. You have real systems in place. You will know that you are winning the game when you have list growth weekly. 16:23 And in Klaviyo, you can check that. When you have no more $0 in your days, that's, we love that. That means you're never starting from scratch. 16:33 When you have warmed up subscribers waiting for your next email, you know you're doing something right. And when you know that you have predictable revenue, you can forecast, like, and plan instead of just reacting, instead of just guessing. 16:50 When you have systems, systems in place, it gives you stability, and stability feels so good. A lot of times we hear from people, like, emails outdated, I don't ever look at my emails. 17:03 The biggest mistake a founder can make is marketing, um, or selling in the way that they want to be sold to or marketed to because as founders. 17:15 Our brains are wired different than most people. We have a lot, a lot, a lot on our plate, not enough hours in our day. 17:25 The majority of people, yes, have a lot on their plates, but they have more time in their day. A lot of people at work have time to scroll their emails because they need a mental break. 17:37 Email is a great way to connect with people. Specifically during work days, it is not outdated, it is not optional, it is foundational for your business, and it, to this day, is still the highest ROI channel out there, okay? 17:55 I don't know if you've noticed, but every large brand that has made it big is sending emails. So I don't know why small businesses think that they are the exempt from it, because if the big businesses are needing to do it to generate consistent revenue, so do you. 18:10 So just stop making excuses. There are a lot of things in business that are, like, you could take it or leave it, email is just not one of them, okay? 18:21 The stronger your list is, the more consistent your revenue will be. The You proper email system is going to convert. 18:29 It's going to convert well. It's going to convert easily. There are lots of things that email can tell us, but you can't ever get that information if you don't build the list and if you don't send the emails, okay? 18:42 So please, please, please start your list. I would love to hear from you. I would love to see the pop-up that you've implemented. 18:51 it. Please connect with us on Instagram, boutiquebestiesolutions. We are rooting for you. You have a bestie in your corner. I promise you, we love you so much. 19:02 If you would like to connect with us so we can see how we can help you scale your business, you can head over to boutiquebestiesolutions.com and we have a forum called Let's Be Besties. 19:09 I think it's under our Let's Talk tab. You can connect with us there and we can tell you how we can help you go to the next level. 19:19 I love you guys. Bye.
