Or maybe even a $21,000 launch from a subscriber base of less than 100 people? It is all very possible with email. Peta and I are going to talk about all the juicy stuff email marketing can do, even for influencers and content creators that are just starting out or even yet to start. There's some great freebies and resources to help you along the way.

Yes, expert business fondler. Peta's been with a lot of people and she is happy to kiss and tell. Over 500 business owners have trusted Professional Babe with their business. So you know you're about to get your growth game on with experienced hands. Peta's methods are sticky. They're scalable and profitable.

Plus she does one to one consulting in level up your business shit and the ultimate rockstar experience. She provides that expert level fondling to satisfy any desire. any insatiable business itch. Listen in as Peta gives us some surprising and valuable insights on why every influencer should be using email marketing to drive revenue and efficiency in your business.

And I could just see like, after I had sent that first email and people had then gotten into the sequence that I had so much spaciousness in my week to a point where I thought that something was wrong because no one was actually messaging me on Instagram and it wasn't that anything was wrong. It was that the sequence was just doing such a good job that my admin time was cut down by hours a week and I was basically hooked from that point. So when was that? That was 2018. So it's still pretty new.

And it probably taps onto that point that I've heard you mentioned. in your podcasts and on your website about making money in an easier way and I'm a big fan of making money because it empowers you to make important decisions in your life and give to others that might need your support and assistance but it gives you that freedom and I know you speak a lot about the ROI of email marketing.

Can you give our listeners a little bit of a insight as to how email marketing compares in terms of ROI when compared to digital marketing channels?

Like if you think, could you imagine if you invested that in Facebook ads and you add like a 42, like return, you would never turn your Facebook ads off. They would be on.

Peta: Oh my gosh. Absolutely. Because I think, you know, it's, I think sometimes in business and you think about social media, we get like a lot of instant gratification. So, you know, for example, we put a post up, we see people like it straight away. We see people comment and we're used to getting that immediate feedback.

It's basically the business of you. And this is just such an amazing way of actually building wealth assets in your business. You know, like you think about it, if you've got a list of 10, 000 people, you have data where you could then approach a company and say, Hey, we've got 10, 000 people. They're predominantly in Australia.

here's a bit more information about them. And that's when you actually can start to sell advertising in your newsletter. And you can start to actually do stuff behind the scenes and, you know, offer special promotions that mightn't be on social. So it just gives you this, incredible scope. And another thing to think about is a lot of the time, like, I don't know if this is still true now. Like they want to know, with influencers, like the reach. Is that right? Like all of the metrics with

Peta: Yeah. So like at a minimum with email, you'll get like a 20 percent open rate minimum. All my clients sit around like the 50 to 70 percent mark. So, you know, when a company sees that and they see the level of engagement, that's when you can start to charge more money because they're like, wow, this person has this database.

They've been here for ages. They open, they engage, they click. We are so happy to put money with this person because they've, you know, they've done the hard work of building up this incredible database.

You cannot get that same level of engagement, right? And it's a different form of communication, isn't it? It seems to be more personable. You can really You can differentiate your message, you can add links back to brands, uh, tap throughs, all these sorts of things in email marketing that you don't have available through social.

So the power of that, from my point of view, is definitely underutilized in the influencer marketing space, but those that do know about it, know it well.

Peta: Absolutely.

I haven't done a lot to build it over the last little while since I've, launched this business. And I know that you speak a lot about, it's not the size of the list that you have. It's how you use it. Do you want to chat a little bit more about we can use email marketing? Well, even if our list size is small, cause it's quite different to say social media when you've got a small audience, it's hard to get traction.

Like, you know that they're going to be there. They probably work behind the bar, but. Email is having their phone number. So you have this direct line of communication to your subscriber, which is it's just so handy to have. So the cool thing is when we have a smaller list, and this is something that I hear with people a lot, there is this reluctance to kind of begin.

That is who you're speaking to, because really, everyone that you send those campaigns to, they can see them, they can click them, they can open them. You know that it's going to be delivered. And I think that will really change people's perception when, if you're listening to this and you're like, well, I've only got 300 people on my list. You would absolutely crap yourself if you were on a stage and you were presenting to 300 people.

Karan: Yeah. Yeah. And I think the episode I listened to last night in. The business fund or your podcast, you were talking about a client that came to you and said, Oh, I've got, you know, a really tiny subscriber list. And you thought, Oh gosh, you know, maybe she's got five or 10. And she said, I think she had 72 or 77, subscribers on her database.

Peta: Oh, absolutely. Like, you know, when I first beta launched give good email, I emailed a segment of 78 people. So, you know, a segment is basically just like a group of subscribers. So for example, if you've got an e commerce company, a segment could be our U. S. Subscribers and then our Australian subscribers.

So this segment was just people who had expressed that they were interested in email. And at, yeah, 77, 78, I can't, I can't remember off the top of my head. I ended up having like a 22, 000 beta launch in a week. And you know, that's off a, such a small number of people.

Peta: Yes, yes. you know what, like, people are like, Oh, I really would love to do that. When, You've got an email list. You actually can do really creative things to actually see where your subscribers are at. Like for example, you're not going to be able to see when people click the link in your profile.

You're not going to see if you put like a link on your story who's actually going and clicking that story. But, you know, if you pop a link in your email, you can then look at your click through rate and see who's actually clicking it. So, it's even a really good way as an influencer to look and see what people are interested in.

And that's when you know if you're, say, Being like, Oh, I don't know if I should charge this or this, you might even go to that higher end of the scale because you're like, I have data that I know that they are going to be keen on this. So you'll actually find you'll be able to make more like profitable business decisions because you can work like this.

Karan: Yeah. Okay. Okay, so we're looking at some data. We, we, we're seeing more information that we can't access through social and something you spoke about a little bit earlier too was about list segmentation, the email list segmentation. Can you expand a little bit more on what those list segmentations are? And what success you've seen in setting up, say, automations and those, drip feed campaigns to set themselves up for success.

And we all experienced this. So, you know, Netflix do this where you might watch horror movies and then they'll send you an email and it's like here we've hand selected these for you and it'll be horror movies. The same with, e commerce stores where they might sell, you know, men's clothing, children's clothing, women's clothing, cosmetics, and you only ever buy cosmetics so they send you campaigns about that and you never hear about men's clothes.

They open and they're like, uh, on that fifth email, that could be so relevant to the subscriber, but they're like, oh, every time John emails me, it's just, it's not even relevant. I'll just delete it. And that's when, you know, we can start to see emails not do too well. And you'll see that reflect in a lower open rate, a lower click rate, lower engagement, higher unsubscribes, and of course, less revenue in the business.

So a really good example of this is if you have ever gone onto someone's website. And you have downloaded a freebie. Okay, so if you go to my website and you download our email content planner be on my list, but I'll know, okay, they're interested in email because they've come from this way. And then you might join my newsletter.

And when I go to your little subscriber profile, I'm like, awesome. You're on my newsletter, but I also can see that your email curious. So if I have something really email specific that I want to say, this could even be a, like a, a blatant sales email. This could Be me wanting to do like a promotion.

And going and sending them specific campaigns on that. and when you were talking about the automations and campaigns being drip fed, that will kind of follow on. So when someone goes into that freebie, that they've been marked, so they're in that little segment, and then from there, ideally, we would have a campaign, like a number of campaigns that have been drip fed. And this is something that you would do ahead of time. You would work out, you can make it really fancy with lots of rules. Personally, I love it really simple because I know that when it's out there and it's done, it's going to be making me money and I know you love your stats, so I've got another one as well. When, We have a welcome sequence. So this is when someone goes to your website, they opt in into your list. So usually a newsletter, it could be, um, if you've got a product like a free shipping or 10 percent off, those emails can get 320 percent more revenue compared to like your standard sales campaign.

Peta: Yeah.

Karan: That's, uh, money for jam, as we like to call it, isn't it? And setting up those sequences does require a little bit of thought. But again, I, I heard you talk about setting up a sequence recently, and I can't, I, I dunno if it was in relation to one of the launches. I don't recall.

But you said you sat down, you wrote the whole sequence in, in an hour, hour and a half, it takes a little bit of planning and a little bit of effort, but then it's done and you've got that genuine conversation happening with your subscriber that's relevant and bringing you back into that high revenue earning statistic.

Peta: Chad, I have a soft spot for Chad. I also feel like I'm a Chad Magnate, um, Half my clients are a Chad. So a good way to think about a Chad, And again, I'm a notorious dater. That being said, I'm very single At the moment, But a Chad is someone, like Okay, let's think about Gorgeous guy or gorgeous person and he's just out there swiping and swiping and swiping and he's not actually doing anything with these people.

And then when I have a large enough amount of people, then I'll do something about it. So, you know, let me wait until I've got 500 people on my list and then I'll email. So what happens with Chad is Chad now has this big stack of people. And he's going back in his stack and he decides to message someone that he matches with three months ago.

That's not going to go down well because the person's going to be like, why have you left me here? Like and Chad also is terrible because he doesn't realize when he sends these campaigns, these campaigns, these messages, he sends them at like, you know, five o'clock on a Friday when he's like, oh, it's prime date time.

So in online dating, I need to have 300 people that I've matched with to get a date. When realistically you don't. You just need one person. Email's the same.

Karan: It is such a good analogy, and I use it. All the time when I talk about PETA, Professional Babe and I tell people not to be a Chad. Don't be a Chad. What do they need to be? Who do they need to be?

And I'm like, Valerie, you're doing so well. You made 40, 000 last month. Like, just keep doing what you're doing.

Karan: Yeah. And I think one of the really nice things about people when they join Give Good Email or work with you, they learn these personas or archetypes. in their business and then you start that strategy, that planning strategy from where they're at, because we don't want them to be a Chad. We want them to be a Valerie and doing all the good things and, and making the money and no one likes a Chad.

Peta: It's so funny. Do you know sometimes when you park something and then you forget about it and then you're talking about Pinterest, I'm like, yeah, that's on the to do list. it is something that I'm going to do again. Absolutely. I love it personally, because I feel that I have such a visual brand and people have always commented on the visual aspect of professional babe and how it's very editorial and they love it.

And that's actually what brings them in. And it's so funny. I see this in Facebook groups that people will say. I love your website. I just couldn't help but like click around and have a look at it. And you know, it cost a lot of money. There was a lot of development in there, but it got me thinking then if people are attracted to this, we need to have the brand on a visual platform, which is Pinterest, which is going to be moving forward.

Maybe I will come out first and then everyone will follow and say, I too do this. But you think about it, Pinterest, like pins don't do that. Like you could be pinning something that's like five years old.

And I like that it kind of just has like a longer lifespan. One of my incredible friends, Lucy from homebody club, and this is just wild to me.

So it's funny you said that because something that I love is, not spending all my time in this like content creation mode sales is so important. So I need to make sure that I'm very smart and very strategic with how that looks.

So, well, I guess we can both watch this space and see how our own efforts go there. But you also speak about socials as a good way to drive subscribers to grow your email list is a good tactic because. If creators are starting from scratch and they don't have an existing subscriber base, they do have an audience that they can funnel into building their email list, don't they?

Peta: Absolutely. Like the thing is, I love email, but you need a top of funnel strategy of people discovering you in the first place. So for a lot of people, that's Instagram. You know, if you. Or a writer, you could get really good SEO by putting stuff up on your blog. If you're a really smart content creator, which I know you are, you repurpose it.

And the best example that I could use here is, have you ever been to like a concert or something, and there's like so many women and you want to go to the bathroom and the line for the women's toilet is just hectic, right? And then there's like no one in the guys and I was like, fuck it. I'll just, I'll go use the guys. So, Instagram like, it's very popular, but this is where you could just go and use something else and get a quicker result.

uh, I'll put all the links to Peta's channels in our show notes and the resources, but a recent launch that you did. you know, you went out and you bought the pink cowboy hat and you shot on Polaroid. you've got a distinct look and feel to your brand. And it's something that drew me to you, probably a year or so ago now.

And. Yeah, I just love the way that you created that content yourself as a content creator. You, you're very, true to how your brand sits and that carries through your verbal discussions, your podcast, your branding, the whole thing. It's, enviable. I think I love it. You can see your editorial background coming through in that.

You spoke about your freebie earlier. I think it's, is it called come up with a year of email content Ideas. That's a freebie you've got?

Peta: yeah, our shit hot email content planner.

Peta: Oh, it's so easy. You just, you know what? You just need some good ideas and you just need to just get that shit out of your head and into an email and don't overthink it. that's one thing I'm going to say is you just need some good central ideas. Don't feel that you need these, Oh, like templated newsletters with all these different sections.

One thing I like to tell my clients is you can look at people who kill it on email, like Marie Folio, Denise Duffield Thomas, they send plain black and white. Text emails. Now, obviously, if you are a creator, if you're a foodie, if you've got recipes, you are going to have visuals. But just, it's the kind of thing where it's like that less is more.

And I'm like, you have so much to say. Like you get on Instagram stories and you say heaps of stuff. So this content planner, it starts with prompts. I think from memory and get this like a hundred prompts. Now it's not going to be applicable for every person in every industry, but. One thing I'll say is the first part of any creative process is just allow it to be messy, and the ideas and the storyboarding, you're not going to use everything that goes up there, but it's just about getting everything out and in front of you, which is what this is designed to do.

So when you've got those ideas, then you get to plug this into a content planner. I have a little acronym, which is TAVO, so it stands for Trust, Authority, Value and Offers. And... Where I find clients will fall down or they feel like that they're not actually seeing a return with their emails, it's because the TAVO is a bit off.

Now I believe that you should, and you could sell in every email if you want. It's just about how you do it. So for example, you could have like a beautiful trust building piece, which is this really personalised, like story or something about your background or your why. And then in the PS, there could be a little call to action, or you could link to whatever offering or whatever you have.

So it doesn't need to be a big sales email, but it is nice to sell. So what it will get you to do, and there's a little video that will walk you through this. It just gets you to, you know, put. On there, an idea. So if we have our idea that comes up, awesome. Is this going to be a trust building piece?

And I'm like, Oh, I don't have time right now. Let me look at it later. And I never look at it later. I always open it and I delete it. So this is where you're, you're much better off to have more regular campaigns. As you said, you've gone to two a week. So send them more regularly, have them shorter, have them very relevant and really just be so discerning of when we're actually crafting these campaigns.

So there's not going to be this like guesswork. You're just going to basically get in, get out and like get down to business.

Karan: I love it. Tavo. Absolutely, because sometimes you got to ask for the date, right?

Peta: Exactly.

Karan: Yeah, it's, you've got to mix it up a little bit. Okay, so we can grab that awesome freebie if we want a little bit more, to learn more about making money and streamlining sales and automating our onboarding and scaling our business.Is that what you work through in Give Good Email?

Peta: It absolutely is and it's where all the cool kids start. It's where you started.

Peta: November launch and I remember our email chain and I remember even what you had for it was either breakfast or lunch. Do you remember what you had?

Karan: Was it toast and jam?

Peta: No, you had two chocolate ripple biscuits, and I think it was a coffee or it was a cup of tea, and I read it, and I cracked up laughing, and I wrote back straight away, and I was like, you're my kind of person.

Karan: Okay, well, I know one of us is telling the truth and it's probably you. Because having two chocolate ripple biscuits and a cup of coffee for breakfast is totally me. Not always, but some days. Some days you just got to do it. And it was probably because of that question you asked at the beginning. And I had genuinely had that.

Peta: Yeah, I think people think, Oh, when we, start to learn something techie, like email, it's going to be really boring, but quite often it's so fun and it's tactics like it exactly, you're right, like getting you to reply and tell me what you had for breakfast was a deliverability and an engagement tactic.

So, you know, we don't need to like fondle software and do all of this hectic stuff. We can do fun things like ask our subscribers what they have for breakfast. And trust me, It's never what you think. I've never heard anyone say. I've had eggs on toast. The stuff is, it's, it's always wild. And I'm always like, I'll sometimes read them out at work.

I'll be like, Oh my God, someone had a kebab. I'm like, I don't even know. I'm like, I didn't even know kebab shops were open. Cause you can see them, right? It's like seven in the morning. I'm like, where are you getting a kebab from?

Peta: Because I think sometimes, you know, as businesses, as business owners, as influencers, you know, it's our job to be seen. It's our job to make money. And I think sometimes we can just get so bogged down with the details that it prevents us from. from making money. So I tell everyone, I'm like, I have the best job in the world.

I love making money. I love it, but I love making my clients money. And when you see people in the Facebook group and they're like, Oh my gosh, we just had a $40,000 you know, launch or I sent an email and I made $12,000. And you know, these are, single moms or these are people with kids at home, or these are people that are like building their business, not wanting to work a hundred hours a week, but still getting the results. And it's just, it's so lovely to see. Uh, it's yeah, I have the best job in the world.

Karan: Yeah. Incredible.

Peta: Yeah, it's, you know what? It's that simple. So I always think that, we all have huge goals in business. For some of us, it's money related. For some of us, it's lifestyle related. But remembering that. money affords a particular lifestyle that we want. And I truly believe that a business's hidden profit and growth potential is in the email list.

So rewrite any stories that you might have, like your list isn't big enough, or you don't want to piss people off because, you know, the best way to look at it is just think about how often you pick your phone up and you just will pop a story up on Instagram and you don't think anything about it. We want to start to get to that point with email because that is where the money is and the potential for your wonderful business growth.

I'll provide the links for Peta's download, her podcast, the business fondle and Professional Babe website. So listeners can grab all of those resources. Peta, I would like to chat to you all day because I know the results that you deliver. You know, there's a lot of people out there that talk the talk, but you actually walk the talk.

Peta: Thank you so much. I've loved this.