Episode 56: Building & Managing Your Email List with Kristen Smith - Business Bites

Building & Managing Your Email List with Kristen Smith

Episode 56 on the Business Bites Podcast

The Gist Of This Episode:  Don’t waste your time with only using social media or not delivering what your audience and potential customers want. Join Kristen Smith and Rachel Brenke to learn proper email list growth and management now!

What you will learn:

  • Why email marketing is better at getting your message out vs social media
  • Easy steps to take to get started with email
  • How automation can save you a ton of time and headache
  • What to look for in an email system
  • and more!

Expand To Read Episode Transcripts

Rachel Brenke: Hey guys. Rachel Brenke here from the Business Bytes Podcast. I am joined today with Kristen Smith from BlogYourGenius.com. We’re gonna talk a bit about email list growth and management. She is one of my favorite go to people when it comes to blogging, and I’m excited for her to share some content strategy and email strategy information with you guys today. So, thanks for being here.

Kristen Smith: Thank you so much for having me.

Rachel Brenke: Yes.

Kristen Smith: With our mutual snow days from different areas of the country.

Rachel Brenke: I know. I love that we can do this through the internet now. We can deliver this information, have a good little chit chat, even though we’re snowbound.

Kristen Smith: Completely. For me, it’s been huge because my son is home from school today, and if I were still working in traditional marketing, this would’ve been a crisis.

Rachel Brenke: Well, and I think about that all the time, every time that I get the phone call that says, “School’s canceled,” I say a little thank you and a prayer that I’m so glad I have a flexible employment to be able to be here. So, if they are screaming in the background, well, it’s just part of being a home bound entrepreneur.

Kristen Smith: Exactly.

Rachel Brenke: But you know, you and I couldn’t be doing this if we hadn’t dedicated to blogging and to email growth and building our list and managing all that. So, share a little bit with us your background, and your path to entrepreneurship, and then we’ll jump right in to email list stuff.

Kristen Smith: Sure. So, I got my start in traditional marketing, focusing on non-profits. So, I worked with national level non-profits to build fundraising events, essentially. So, building those networks and connections so that when they were holding a big fundraising campaign, they had people to reach out to. Then I married an Army officer and that didn’t work.

Rachel Brenke: They screw up everything. No, I’m just kidding.

Kristen Smith: Exactly. So, it worked for a couple of years because we stayed where we were at. Then we moved for school and we were gonna be moving again in six months. I could tell, immediately, that it was just not going to work, and I had to find something else. I had been a longtime blogger. I’ve been blogging since 2001, back when like the big blinking badges were the big thing.

Rachel Brenke: I kind of miss those. They make me a little nostalgic.

Kristen Smith: It was very high schoolish, you know? That was how I got started. So, I started blogging just to keep my brain going. Then we had our son and the first thing that happened was I had a big company, national company approach me and they randomly sent me an email and said, “We want to buy all your content.” I was kind of like, “Oh, you do?” It was a lot of money. So, I realized that I could take all of these stories I was telling and turn that into a career. Just my personal blogging, I monetized that through brand relationships and that led to opportunities to leverage my marketing experience and got really good at email and brand messaging and had opportunities to ghost write for professionals and high level executives and develop these online social presences.

It just turned into this really neat, constantly evolving career. My sphere of friends were constantly asking me how I was doing this. So, I couldn’t lower my prices enough to work with everyone that I wanted to individually because you gotta make money right?

Rachel Brenke: Yeah. We have bills. We have babies to feed.

Kristen Smith: Exactly. So, what I did was two years ago I founded Blog Your Genius which is a membership style site. That way I can take all of this information that I create and all of these training information that I create and I can put it on there and people can access it for $25 a month. So, it has let me bring that level of service and community that I so strongly believe in and bring it to my business as well. It’s been a really wonderful evolution for me career wise.

Rachel Brenke: I love the fact that we are going to be talking about email lists and how to leverage our content. Much like what you were just talking about but both you and I have a little bit different approaches. You’re actually physically selling your content and you’ve evolved that into teaching now and letting other people know how they can do it as well. My blogging didn’t start out from selling my content. My blogging and my social media presence and all the content that I created there including email marketing has been to sell something else. Another product or another service. So, it hasn’t been the core piece that I’m actually selling. It’s been the marketing plan and implementation to sell something else, but you and I utilize a lot of the exact same techniques and approaches.

So, I love that we can present that to the listeners because I have a broad range of people. I have some just like you who are bloggers and they’re going to create relationships and sponsor blog posts and relationships or for me. Like me, how they’re selling an end product, but blogging is just a means or the email marketing is just a means to an end. I know how important it is, but how would you explain maybe to someone who’s listening whether they’re in one of those two camps? They’re not really sold on this idea of an email list. How would you convince them how important it is to have one?

Kristen Smith: Sure. So, when we talk about email, the best way that I can think to describe it is that marketing and social media and other traditional marketing channels is like having your ideal client standing in the middle of a gym with 1000 radios playing and hoping that they’re going to hear the one radio that’s playing your message.

Rachel Brenke: I love that.

Kristen Smith: There’s lots of things that we can do to help them find that message, but that still is what’s happening. They’re bombarded by information and options and possibilities and opinions about all of those possibilities. With email marketing, once you make that connection, then instead of that radio commercial, your message is like that other mom on your kid’s soccer team who had that really awesome recipe that she told you about and you would send her a text message and say, “Oh my God, can you please help me out? I have to bring something tomorrow. Can you send that to me?” It is personal. It is relationship based. It’s a relationship. So, it’s like a friend. It’s someone that you know. We hear a lot of articles and hear a lot of experts talk about the fact that as connected as we are now, people feel lonely. They feel disconnected.

Email marketing done well builds that relationship. It builds connection. It builds the personal interaction because your brand and your client. That is so powerful.

Rachel Brenke: I love that. It is because I’m finding that the more that social media is in everybody’s hands, let’s be real. Even my mom uses Facebook on a regular basis. I’ve been thinking about this a lot lately. For all the ladies, of course, I’ve been thinking about everyone who we could help but social media is really boiling down to authenticity and personal connections like you’re talking about. I love the analogy made with the gym and all the noise because it’s a double edged sword. We’re given this platform that’s relatively free or low cost that we can get our message out to, but that means that everyone else has that platform to use as well.

So, it’s really important on getting personal. For email lists, before we jump in to a little bit more about it, guys, if you’re freaking out thinking about oh my gosh, I don’t even know how to start, Kristen has some good resources for you guys over at blogyourgenius.com. I’m going to stick this all into the show notes at rachelBrenke.com/epi56. Even if you don’t even have a blog yet, maybe you only have a website landing page and you’re not sure exactly where you’re going to go with everything, go ahead and start putting out there to gather emails. Think about who it is that you’re trying to reach like Kristen was just saying a second ago. Who is it that you’re wanting to make that personal connection to talk about X with or learn Y from them?

Put that up there. Get an opt in. You guys have seen it. I feel like this isn’t a hard thing to explain now because it’s everywhere. It could be a free video. It could be a PDF. It could be a blog post. It could be a checklist. Whatever it is that you guys want to use, just start generating the email list. Kristen and I are going to dig in a little bit more into email lists growth and management here, but if you’re right now freaking out thinking I don’t even have one, take a pause. Go check out MailChimp or one of those other systems and I’ll stick some of these tools into the show notes as well. You guys can get going on that. Don’t worry. So, Kristen. Why do you think that so many business owners though don’t have email lists? Actually I was going to say when they’re starting out, but I know some who have been in business for a few years who don’t have them either.

Kristen Smith: I think that there is an intimidation level there. A lot of people that I talk to, clients that I work with who are getting started with their email or who haven’t done much with their email, tell me that they got started, they knew they needed to put an opt in form somewhere on their website and then they realized there were all these other things that were involved. Because email much like blogging and some of the other tools we use, it’s really a workflow. It’s a content creation system. So, there’s some different pieces that we need to organization and put into that workflow in order to use it really effectively. People get into that and then they’re like, “Oh, well I need to do this piece and I need to do this piece and I need to do this piece.” They’re overwhelmed. Overwhelmed creates shutdown.

Rachel Brenke: You know, I always encourage people to look for the minimal [inaudible 00:09:51] product. Like I was just talking about a second ago. Give that opt in up there, whatever the item is that you’re going to give someone in exchange for their email address and just start there. That’s the minimum viable thing. Be system to be able to catch their email and system to be able to deliver what it is that you’re promising. Obviously ultimately it will be best, and we’re going to talk about this in a second, but be providing content in this whole workflow that Kristen just mentioned afterwards, but even if you don’t have content created, I feel like just getting that technical piece and all of that established, that minimum viable low hanging fruit that you need to put out there will ease a lot of the stress and intimidation.

Kristen Smith: Absolutely. There’s nothing wrong with taking it one step at a time. Because if you look at all these pieces that you need, most of them by themselves don’t take much time or effort. So, if you say, “Okay. I’m going to spend 30 minutes a week for the next six weeks building these pieces,” well at the end of six weeks, you’re ready to go. You’re all set.

Rachel Brenke: You know, one thing I want to note here too, some people may be resistant to getting an email list because they don’t feel like they have time to deliver content to them. I know when I first started out, my blood pressure rises and my heart races when I think about this because I was stressing myself out thinking, “I have to get this email out by Tuesday 9:00 AM eastern time or I’m going to have this influx of people asking me where my email is.” It was completely made up in my head. Sure, sometimes when I missed a week, people would ask to make sure they were still getting it which was good, but at the same time, I was so stressed on my own required time schedule that relatively no one else really cared about, that I fell off of it for a while.

I ended up becoming a cold list. It wasn’t until I learned about the automated autoresponders and MailChimp and those things have those sort of systems where you can mass create content ahead of time. We’re going to talk here in a second about what do you even send to your email list, but I like to work in batches. I’ve talked about this in other episodes before. I like to sit down and write a year’s worth or six months, three months, whatever is attainable for you to write in one sitting and then just allow that to drip out in your workflow. This automated workflow through the variety of systems that are available out there.

What it looks like is the lead comes in. The client that you want to talk to or this consumer that you’re wanting to sell to. They’re going to come in and you’re going to want to educate and talk to them, but instead of having to every Tuesday press the button to send a new email, you can tell the system, “Hey, every seven days, send email one. Then in seven days, send email two.” So, everyone gets all content as opposed to one of the issues I was running in to since I was doing it on these dated emails and stressing myself out. When someone signed up in January, they would get all the emails through July, but the person that signed up in July wasn’t getting any of the past six months, seven months of emails at that point. So, once I found autoresponders and these whole automation and wrapped my head around that, it completely changed how I viewed email lists.

So, if you’re intimidated by this whole idea of, “Oh my gosh, I have to create all this content,” you can do it on your own time schedule. Which of course, the next question is what do you even send out to your email list and what are your tips for that?

Kristen Smith: Absolutely. So, speaking to your comment about creating long term emails, to this day, my most popular and most lucrative email sequence is an opt in that I created about three years. It is a year’s worth of blog post prompts. It is a year long sequence. So, they opt in to the sequence. They get a really cool tool about organizing your blog post ideas and then every week, on Sundays, they get a blog post prompt. It talks about different kind of story that you can tell your audience and why the story is valuable and some tips and information on how to utilize it based on what your industry is. So, it’s just some storytelling help is all it is. Consistently, I’ve built in some affiliate links into that sequence and tags within it, so if they click on certain things, then I can tag them. I know they’re a beginner blogger or they’re blogging for a business. Maybe they’re a photographer or they have a physical product.

So, based on that I’m able to send them other information by email. It is hands down the email sequence that produces the most affiliate income for me. I created it three years ago.

Rachel Brenke: That’s incredible. See, that is why when I talk about email lists with people, we already addressed this one. Not having the time. We jumped into the sequences, that you just hit the next point that I was going to say. It is a residual way to continue to deliver education, content, sales, whatever it is that you’re trying to push out there. It can do it for you while you’re sleeping. I can’t even tell you how much time and stress in my life freed up once I finally got on with what you’re talking about. The auto-responder sequences as well as tagging people and looking at what kind of maybe business they are or what services they’re interested in so that you can fine tune and only send them the things that they’re interested in to hear from you.

Kristen Smith: Absolutely. You asked me about the what do I even send out. The simple answer is that it completely depends on your audience which we all hate when that is the answer to a question, but it’s true. The way that I like to think about it is I’m not a big believer in sending out an email that says, “Hey, come look at my next blog post.” Because that’s all about me. To be honest, my audience doesn’t care. They’re busy. They have their own stuff going on. They have their own businesses to run. They don’t really care, right? What they do care about is that they have this need or they have this want. They have some problem that needs solving and they want to know how I can help them do that.

So, what I try to center my blog posts around is I take other content that I’m creating, so blog posts or Facebook lives that I did, conversations that happened in my groups and I want to give them by email the next level content. This is chapter two. I focus my emails on implementation. So, I take some other subject that I’m talking about and I say in my emails, “Here’s how we’re going to implement this. Here’s how it works for you.” I make my emails all about what they are doing today in their business or in their life and that switch, which I think I really consciously made probably about two and a half years ago made an enormous difference.

I have people ask me all the time, I have an average open rate of three businesses and across my businesses, I have an average open rate of about 62%.

Rachel Brenke: Love it. That’s incredible.

Kristen Smith: Every time I talk about that number when I’m giving a talk, people are like, “Oh my God. How is it even possible?” The short answer is my emails are all about my reader. That’s what does it.

Rachel Brenke: You know, that’s the thing. This is even we’re kind of reverse engineering here a little bit because that even takes a step back to the lead magnet. The lead magnet or the opt in, whatever you offered them, what was it for that sequence that you’re referring to? The one that you’re most profitable and best read one?

Kristen Smith: It was a year of blog posts. So, it’s a year of blog post prompts.

Rachel Brenke: Oh yes. So, they know off the bat it’s going to be email based. They don’t receive any sort of PDF or video or anything at sign up?

Kristen Smith: Well, they get an initial PDF that is a brainstorming workbook. Just kind of a really general, “Here’s how I organize.” Then I have the follow up to that is my Trello board for blog post ideas.

Rachel Brenke: That’s awesome. So, that right there, Kristen basically just gave you guys exactly what your lead magnet. Start with your lead magnet in the content. Let’s take a step back further before I get to that. We need to identify who we’re talking to. One of my most highly listened to episodes is Magic of the Client Avatar and it’s episode number 12. You guys can click over to that after this, but I start with getting clear who it is that I’m talking to. Like Kristen was just saying, the pain points or the wants or needs that they have, that’s what I’m being really focused on. From there, I create that lead magnet. Then the emails that come after it need to relate to solve the problem or fulfill the need that that client or consumer or reader has but it also needs to be able to just like you talk about serve them.

So, you’re not talking at them. You’re talking with them and giving them something to solve that problem. Not just continually telling them that they have a problem, but some tangible ways to solve it. My question to you, Kristen, on this, how do you balance between this is especially difficult I think for people that like you and I who sell education, help other business owners, how do you know how much ratio of content to give away for free as opposed to just saying, “Hey here’s all your pain points. I’m not going to share with you any way for you to fix it. You have to pay me for all that.” How do you balance all that?

Kristen Smith: That’s always a tough one. To be honest, I think it’s something that’s constantly evolving. For me, what I try to focus on is if it’s something that I can explain in less than 10 minutes, so if I can give them a win in 10 minutes or less, then that’s generally something that I do for free. That’s my emails. Everything about my content, my blog posts, my emails, my Facebook lives, I aim for a 10 minute win. That’s what I’m trying to do.

Rachel Brenke: That’s awesome. I’m going to use that. I’m going to steal that and use that because I think that especially when I’m super long winded. I have to force myself to get very to the point. My topic matter with legal stuff is a little bit different I think, but I love that. The 10 minutes. So, that’s a good little threshold for me to use.

Kristen Smith: Because I found that when I go more than that, they don’t get as much value out of it anyway because it gets complicated.

Rachel Brenke: Then you’re just kind of giving away something-

Kristen Smith: Exactly.

Rachel Brenke: – for nothing.

Kristen Smith: So, if it’s going to take longer than 10 minutes for them to get a win, then there’s some nurture that has to happen there. I need to give them some background, there might be some one on one help necessary. I might need to show them something. For that, I want to direct them in to either a program that I offer or some one on one work. Even if it’s just a one hour consulting.

Rachel Brenke: Which I think is really important because the next question I was going to ask you was tell us the worst thing that you’ve seen people do on an email list or the negative ways that people use an email list. You were just touching on it. You’re talking about giving up enough content information for the readers to have a personal interaction, get enough information, be able to act on their own, but there’s still maybe a little bit that they need to come to you for, but I’ve seen email lists where people only put out the information about you have all these pain points. Here’s the fear, here’s all this, but I’m not going to tell you a single thing so you’ll buy into me.

I feel like that used to work 10, 15 years ago especially when email marketing was I say new, but it really wasn’t. It was kind of on the cusp as far as this online marketing really exploded for solopreneurs. Because we know that bigger brands and businesses have been doing this stuff for years, but I feel like you really have to step up the connection in giving of free content and solve a bit of their problem before you can even sell-

Kristen Smith: Absolutely. I think what happened is somewhere around five years ago, we got into this template email culture within small business. Where everyone and their brother is using very similar templates for how they structure their emails. We see this a lot with launches. It’s kind of ridiculous and it gets really old, right? Because how many times do you open an email and you scan the first three sentences and you recognize the email because six people in the last two months have sent you a sales email based on this template. There’s so much of that right now. Unfortunately, we’re teaching people to ignore us is what’s happening.

Rachel Brenke: It kind of goes back to the example you were giving with all the voices. All the voices in a loud room, all shouting at the same tone, level, and language, you just start to-

Kristen Smith: It becomes white noise.

Rachel Brenke: – ignore it all. You just become numb to it. Right. This is important for you guys, you have to focus on being the interrupter in that. Start whispering instead of yelling if all your competition is yelling or maybe start singing instead of shouting. You have to find a way to cut through the noise that’s different. What you just said about the whole templated emails. You know, not knocking the people that teach the launches and they have fine tuned the ways that are the best email open rates or formats and all that, but it just like you just said, I feel like people become numb to it at this point.

Kristen Smith: All of those people who teach and I always tell people this because I provide templates. I say, “Look, I use this template as a base, but I customize it for my audience and my voice and we expect you to do the same. For you to get results like I get, you have to do that. You have to customize it for your audience.” So, when you talk about the worst things I’ve seen with email, I think there’s two that tie. One is the people who do kind of what you said where they do the long teaser emails and you have to click over into a sales webinar to get any actual information. That is a particular pet peeve of mine. Because just don’t tease people. I don’t think it really works in the end because it feels like a car sales. You know what I mean?

Rachel Brenke: That also right there depends on who is talking to you. Are you even that person’s avatar to begin with? Because I find [inaudible 00:23:51] emails because I’ll get into people’s emails list thinking, “Oh, I like their content, I like their information,” but once the start emails coming out, I realize I’m not their avatar for what you just said. Too much teaser and then I have to keep hunting down the answer. Then I know that either I’m completely impatient which we already know that, but I’m not the person for them. So, I know that I wouldn’t even be happy with any products and services. I just unsubscribe.

Kristen Smith: Absolutely. So, I think that’s one that happens a lot is people get a little too into that system of tease, tease, tease, tease, tease and that’s always a balance, right? Because you have to have provided enough information before that to make it worth it for people to follow through on the tease. So, that happens. The second one is not segmenting. I know that really robust segmentation is a relatively new thing, but we have such powerful systems that let us do it very, very easily.

Rachel Brenke: Well, define segmentation real quick for those that may be new to email lists.

Kristen Smith: Sure. So email segmentation is when we use an email list subscriber’s behavior, whether it’s clicking on a link or what opt in they came in to, which emails they’ve opened, we use that behavior to tell us something about what that subscriber wants and needs. We segment our list based on that so that we can send them specific targeted content that resonates with their needs.

Rachel Brenke: You know, I do mine two fold. I don’t really know if this is correct, but I’ve been doing it for I don’t know how many years now and I feel like it’s successful, but when they go to … For example, on rachelBrenke.com, I have the legal checklist. You guys can see how I do this. Look at my opt in. It’s rachelBrenke.com/freechecklist. It actually has a dropdown because I have secondary niche sites of all my content and I want to know off the bat before having to deliver a lot of information, I want to be able to ask you what type of entrepreneur are you? They go through and put I’m an entrepreneur, photographer, fitness professional or other. That allows me to know which brand to sort you to but you guys can do that within your business as well because even if maybe you’re serving one type of entrepreneur or one type of person, think about maybe some characteristics that would segment them out to help you tailor the emails better.

So, I do that on the front end. So, right off the bat, I don’t have to guess and look at the behavior or frustrate them or frustrate myself figuring out if they even fit with what I’m trying to give them. Then on the back end, like you were just talking about, I start looking at clicks and I set up rules. If they click to look at this resource or look at this further information, I know that they’re interested and I’m going to start delivering more emails along the lines of what they just showed interest in. So, I kind of do it on the front and back end.

Kristen Smith: Absolutely. Any way that you can use to get more information about them and how they identify themselves, right? So, it’s not just how we see them based on how they come into our business, but it’s what are they looking for? How do they describe themselves? That’s really important because it tells us what language they need to hear.

Rachel Brenke: Yes. Yes.

Kristen Smith: That’s been a really important one because I think with segmentation, we’ve talked a lot about not being the white noise. The number one way to not be the white noise is that every time someone opens an email from you, they read it and they say, “Gosh, she just gets me. She knows exactly what I need.” So, the more specific and resonate we can create our email content because it’s based on what they want and need, the more consistently they’re going to open our emails, the more they’re going to trust our recommendations and links which builds affiliate income, it builds opportunities to promote their confidence in our own products. Everything becomes better and easier and more lucrative when that happens.

Rachel Brenke: I love that. So, what are some of your favorite tools to be able to successfully achieve segmentation and implement everything we’ve talked about?

Kristen Smith: So, when it comes to actual email service providers, I am of the opinion that it’s all about the one you will use. So, most email providers have relatively similar capabilities. So, it really comes down to finding a system that you find at least somewhat intuitive that makes sense to you and deliverability is acceptable. So, I think there’s a pretty broad range. I work consistently within probably five or six of the major systems and I think all of them are perfectly appropriate for some people. So, any of those major ones will work. The number one capability that it needs to have is segmentation and automated segmentation where you don’t have to actively do it and automated sequencing so that you can create systems like that year of blog posts or six months of emails. So, you’re not having to stay on that content creation hamster wheel just to keep up with your email list.

That’s an [inaudible 00:28:47]. The-

Rachel Brenke: So stressful. Yeah. That’s a non negotiable thing right now.

Kristen Smith: The other one that I’m a huge fan of right now and I’ve honestly kind of just jumped on the bandwagon is using quizzes. This actually does what you’re talking about with gathering that information on the front end. I got introduced. I use Interact for my quiz and I got introduced to it working with a client. She does incredible work with high level female CEOs and executives. What she needed to know was a little bit of a personality test, right? So, where did they fall on this personality scale and we ended up working out a really neat quiz that she had that we based on an in person talk. We created it and we put it out as an opt in. What ended up happening is it gave us so much information about her subscribers when they signed up for her email list by taking this quiz.

So, we knew what they needed, we knew what they were struggling with, we knew what their strengths were. It just told us so much information that we were able to create email sequences that spoke directly to that individual. It radically changed all of her email open rates, her click through rates, and her ability to market through her email. So, since I did that with her, I’ve been implementing it with my own stuff and more and more of my clients and everybody is having the same result. A well done quiz just gives you so much information that it changes the way you can talk to people by email.

Rachel Brenke: Which I think is really important because we are in such a day and age where so many people are embracing email marketing that we already established you have to be an interrupter, you have to find another way, but if I start opening more emails over and over that don’t really apply to me, I’m just going to unsubscribe because I have so much stress and noise in my life, i don’t want any further. I need to stay engaged and I want that connection. I want to know also who you are behind the brand and how you specifically can help me. So, quizzes love it. I’m going to take all these tools. I’m going to link them on to the show notes. There are a broad variety out there though, guys, so like Kristen said, look into the ones that you’re actually going to use. Everyone’s aptitude for how they use different systems varies.

Find one that has these functions that we talked about so you can implement list growth and really truly manage it and cultivate it because … Perhaps we should have started with this point. Email I think is so important because it is my Easter basket. I could put all my eggs in it. I don’t have that with Facebook. I don’t have that with Instagram. Tomorrow, I could wake up and Facebook could be gone. With my email list, I can export these email addresses and have them. So, even if my online email system goes poof, I still have been running routine exports so that I can have these contact information for all of my audience members that I have been working on for years. I can just take it and upload it into another system later.

Kristen Smith: Absolutely. Email is one of those things that it’s a building block. You can kind of make it what you want based on where you’re at in your business. So, even if you’re not ready yet to do sequencing and segmentation and monetizing that email list, if you’re not ready, it’s okay. Just start gathering the emails and start talking to your audience. It’s just that simple. It’s a relationship. So, the way that we look at it is every time you touch your audience whether it’s through your social media or your email or your website, however they come across your brand, every time they touch your brand, you’re shaping how that relationship is going to go forward. You’re shaping the relationship.

So, if you send them emails that have nothing to do with them, then it decreases brand trust a little bit. Every time you send them a contact that they open it up and they say, “Oh my God. She gets me. I just love her. She makes me laugh,” you increase brand trust. Email is just such a powerful way to keep those touches being positive and resonate and moving in the direction of making a purchase. Why would we neglect that?

Rachel Brenke: Awesome. No, great. I get on so many of these large brand email lists and they start sending me, and it’s product based businesses, and they start sending me baby stuff now when I haven’t been opted in to baby stuff in three years and I’m thinking, “I’m not having any more babies, so this is not relevant.” I just get frustrated trying to get off of that segment and I end up unsubscribing for the whole thing. I’m totally an impulse buyer so they just lost me for many future impulse buys at that point. Well, Kristen, thank you so much. I want you guys to check out her information at blogyourgenius.com. She has content strategy reviews available. She also has an email strategy map that allows you to identify the audience segments for email campaigns that truly do resonate.

I’m going to put all of this in to the show notes at rachelBrenke.com/epi56. You guys can do it. Please get an email list. Feel free also to jump into the Facebook community, Business Bytes, and let us know how your email list is going. Put other tips and things that you learn for other members to learn and I’ll see you guys inside.

Featured Guest & Resources

Kristen Smith started blogging as an outlet during college. From there, content creation & a dynamic online presence powered growing and selling blogs, profitable brand partnerships, ghost writing opportunities and work with professionals from new entrepreneur to Fortune 500 executives. Now she leads the content strategy conversation at Blog Your Genius, a community for women wanting out of the box professional opportunity.

Find all of Kristen’s resources here:

Email Strategy Map

About the author

Rachel Brenke is a lawyer, author and business consultant. She is currently helping professionals all over the world initiate, strategize and implement strategic business and marketing plans through various mediums of consulting resources and legal direction.

Hi, I’m Rachel Brenke

Rachel Brenke

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