How to Build a Profitable Email List + 3 Must-Send Emails
Episode 1593rd November 2022 • Women Conquer Business • Jen McFarland & Shelley Carney
00:00:00 00:42:07

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Jen:

Hello and welcome to the Women Conquer Business Show.

Jen:

I'm Jen McFarland, joined by Shelley Carney.

Jen:

We're your go to small business marketing show covering breaking marketing news

Jen:

that affects you cool apps we found, and how to deep dive into a marketing topic

Jen:

with a side of motivation and inspir.

Jen:

We'll also talk a little about our own entrepreneurial journeys as well.

Jen:

Are you ready?

Jen:

Let's get started.

Jen:

Hello and welcome to Wacker Business.

Jen:

Today we are gonna talk about how to build a profitable email list.

Jen:

Plus a few automated emails that you're just gonna wanna send out.

Jen:

We know, we all know that we need an email list and maybe even start

Jen:

building one, but how do we build it up and make it profitable?

Jen:

Hint, get the right people on the list.

Jen:

How do we automate emails and when should we send them out?

Jen:

Plus a handful of automated emails that we must send along with a couple

Jen:

of manual ones to keep people warm.

Shelley:

So,

Jen:

so what, Say you, Shelley?

Jen:

I say,

Shelley:

Just to let everybody know we have pre-recorded this

Shelley:

episode because Jen is on a tropical island having a wonderful time.

Shelley:

I'm sure

Shelley:

, Jen: I'm not gonna brag, but yes,

Shelley:

time and I'll be at home doing work

Shelley:

. Jen: I am excited and happy

Shelley:

I had a trip planned to go to Tows New Mexico in May of 2020, and as we know,

Shelley:

a lot of things happened in 2020 and we have not gone on any vacations since.

Shelley:

I've also had a lot of things just like everybody else happened in my family and.

Shelley:

Work life and everything that have kept it away, not just covid.

Shelley:

And so I'm very excited to finally have a chance to get away.

Shelley:

It's coinciding with a time where I'm making some business transitions,

Shelley:

hiring someone to help me, looking at how the work is getting done.

Shelley:

I'm writing up some workflows for how I.

Shelley:

The future to be.

Shelley:

So it's a really exciting time.

Shelley:

And also I need to rest before I do all of that, because it's a lot.

Shelley:

It's definitely a lot.

Shelley:

That's right.

Shelley:

And I'm happy for you.

Shelley:

I'm, Toby and I been doing New Mexico day trip, so we are taking a day trip every

Shelley:

week, and sometimes it's even a stretch Oh, where are we gonna go this week?

Shelley:

And would you really take a, would you really take somebody there if.

Shelley:

Traveling to New Mexico, would you suggest they go there?

Shelley:

And then what do our viewers wanna see?

Shelley:

They wanna see us outdoors and sometimes they wanna see us making

Shelley:

mistakes and having fails and, just sharing that with them.

Shelley:

So there's a fine line between is it something that a tourist would

Shelley:

do or is it something that people.

Shelley:

Want to get to know you better because you're out in a difficult

Shelley:

situation out in the outdoors.

Shelley:

So we're, we're figuring it out.

Shelley:

, see how it

Jen:

goes.

Jen:

Yeah.

Jen:

Super fun though.

Jen:

Yeah.

Jen:

All these little adventures are super fun.

Jen:

That's right.

Jen:

Well, are you ready to dive into some breaking news?

Jen:

Let's do it.

Jen:

All right.

Jen:

So this breaking news is related to what we are going to be talking

Jen:

about, because anytime we talk about building a profit, Email list.

Jen:

It also intersects, if you will, with content writing , and a really

Jen:

hot topic in content creation right now is AI writing tools.

Jen:

The largest AI writing tool on the market right now is Jasper.

Jen:

I was an early adopter of Jasper.

Jen:

I do not use Jasper.

Jen:

It's not for me.

Jen:

These AI tools for writing content.

Jen:

HubSpot has announced now that they have invested over a hundred

Jen:

million dollars into Jasper.

Jen:

And it is it's, it.

Jen:

I don't know how I feel about it.

Jen:

I'll just be honest.

Jen:

People think of tools like Jasper as a replacement for actually having to write.

Jen:

That's not the purpose of it at all.

Jen:

And I feel like what HubSpot's investment could potentially

Jen:

mean even more bad content.

Jen:

just going out into the world.

Jen:

Particularly on things like social media, which HubSpot is.

Jen:

Is pretty integral to that, but maybe under HubSpot's kind of stewardship, if

Jen:

they're putting in that much money, then it might change things a little bit.

Jen:

Hubs Jasper is really hard to find good information about.

Jen:

They have a similar model as ClickFunnels where they're really trying to build

Jen:

a community and a lot of affiliate.

Jen:

So it's people like me who aren't making all of their money on affiliate

Jen:

marketing and analyze products for something other than whether or not I

Jen:

can turn around and write a blog post about how wonderful it is and make money.

Jen:

A lot of us don't like Jasper . I've used other AI tools for creating

Jen:

content like pepper type.

Jen:

I like that one way better than Jasper.

Jen:

I got it on App Sumo Super easy.

Jen:

Another one, Niches.

Jen:

I think better than Jasper as well.

Jen:

These tools though don't really replace your writing.

Jen:

They're not as good.

Jen:

They're not as reliable.

Jen:

And sometimes, as was the case with Jasper anyway, they are scraping the

Jen:

web and just serving it back to you.

Jen:

So they may not even be entirely unique.

Jen:

So there are a lot of concerns that I have.

Jen:

Jasper and HubSpot being married, but we have to trust these companies that will

Jen:

, at least in some way be transparent and really help people use AI effectively.

Jen:

The company that, of course I've talked about several times that I love, that

Jen:

uses AI and makes it clear that you still need the human touch is lately

Jen:

lately also integrates with HubSpots.

Jen:

So maybe they're looking at lately and they're looking at Japer and think.

Jen:

That they can be investing in these companies and supporting these

Jen:

companies to position themselves for this future that we don't really

Jen:

know how AI is going to be part of content creation in the future.

Jen:

Mm.

Jen:

Where it is today, it can't really replace a human.

Jen:

No.

Shelley:

But a human can use it as a tool, and I'm wondering if it's

Shelley:

a really good tool for people who.

Shelley:

Produce newsletters that aggregate information, say like, Here are

Shelley:

the top five best whatevers.

Shelley:

And and it helps you pull that information all together.

Shelley:

But then you write your, in your own voice around that information

Shelley:

and present that information.

Shelley:

And that would be the way I would wanna use it as a tool is just

Shelley:

to pull in all that information.

Shelley:

It that you're trying to use as a, top 10 list or some kind of a graph

Shelley:

statistics that you can use them to support your own writing that

Shelley:

you're doing in your own voice?

Jen:

Absolutely.

Jen:

And I would say that I use PEPPER type to learn some of these

Jen:

frameworks for sales pages.

Jen:

What these different types.

Jen:

Persuasive writing can be like, and I'll use that as a guide

Jen:

and then I just make it my own.

Jen:

And I think that that's the key with any I AI product is they present

Jen:

you with something as a guide and then you as the human need to

Jen:

adjust it and make it your own.

Jen:

But it, these tools, and this is why it relates to building a profitable

Jen:

email list, these tools can really help you when it comes to formulating.

Jen:

Some of the templates you're going to need, some of the automated emails

Jen:

you might send, cuz they do give you a framework for what that could look like.

Shelley:

Yeah.

Shelley:

And if you're the type of person that stares at a blank page and

Shelley:

can't think of anything to write, this is a good starting place.

Shelley:

But I wouldn't, like you said, I wouldn't use it.

Shelley:

I would use it as a tool, not as the, as an assistant.

Shelley:

Right.

Shelley:

I'll say that.

Shelley:

Yeah.

Jen:

Okay.

Jen:

Are you ready to, What was that?

Jen:

Anything else?

Jen:

No.

Jen:

Are you ready to get into it?

Shelley:

Yeah.

Shelley:

Let's learn,

Jen:

let's power up, get into our presentation.

Jen:

So how to build a profitable email list.

Jen:

Do you wanna kick us off here?

Shelley:

How to build a profitable email list Profitable.

Shelley:

Jen, as she was introducing this topic made a hint for us and she

Shelley:

said choose the right people.

Shelley:

Get the right people on your list.

Shelley:

We talked a couple weeks ago.

Shelley:

An opt-in, the perfect opt-in and that perfect opt-in is the door.

Shelley:

That is only open to the people you would want to work with.

Shelley:

The people you want in your community, and people who do not want to be in

Shelley:

you, do not want in your community will self-select out of that.

Shelley:

They'll say, No, that's not for me, because you've got the perfect opt-in.

Shelley:

Which weeds out the people that don't belong in your community basically.

Shelley:

So you now have a great email list and Jen and I talked about our open

Shelley:

rate on our email list is in the high sixties and seventies, Some.

Shelley:

A lot of times.

Shelley:

So that means people are engaged and they're reading what you have

Shelley:

to say and they're excited about it.

Shelley:

So this is a very warm audience that you can sell to and that's

Shelley:

what makes your list profitable.

Jen:

Absolutely.

Jen:

And I would say that, when it comes to like how to build a profitable email

Jen:

list first of all, you have to tell.

Jen:

I have a dues letter, I have an opt-in.

Jen:

I have, this is what I'm offering.

Jen:

Join me.

Jen:

And that's the mistake a lot of people make is, Well, I've had this out here, and

Jen:

they are not promoting it on social media.

Jen:

They're not going on podcasts and talking about it, or when they go on

Jen:

podcasts, they're not talking about it.

Jen:

They're not putting out the information so that people can engage with you.

Jen:

There are probably a lot of people who are interested in who you are and what you do.

Jen:

They want that easy entry into learning more.

Jen:

But the first step really to building a profitable email list is making

Jen:

sure people know about it, because if you have listened to a couple of

Jen:

episodes back to how to create that perfect opt-in, that lead magnet,

Jen:

that really speaks to your people.

Jen:

The next thing you need to do is promote that and put that out there.

Jen:

If you have, if you really believe and you have a little bit of a

Jen:

budget, you could even run some ads about it and try and get people in,

Jen:

although it just doesn't work as well.

Jen:

Like it, it's almost better if they're organic people.

Jen:

. I also have had the good fortune of, and I know this is how I know that social media

Jen:

works at the good fortune of having a.

Jen:

Pinterest go semi viral.

Jen:

It might sound familiar to some of you.

Jen:

It was called the ultimate podcast Planning checklist, which is

Jen:

now went from being a freebie.

Jen:

Then I expanded it and started selling it on App Sumo, and now it's on as a part of.

Jen:

Epiphany courses, and it continues to be sold on App Sumo.

Jen:

So when you have that good opt-in and people really, you're into it and

Jen:

it's on a topic that's really great, it can grow into other things, and it

Jen:

can also be a way to consistently and constantly grow your email list and

Jen:

let people know what you're doing.

Jen:

In that case, it was like I, I have an opt-in about the ultimate

Jen:

podcast planning checklist.

Jen:

Everybody seems to be interested in it.

Jen:

, I talk about marketing.

Jen:

Marketing is a big part of having a podcast, so all the wheels come together.

Jen:

Now in my newsletter, I do talk about Pinterest on occasion, which may

Jen:

surprise people who are fairly new to the email list, but I still have to

Jen:

honor the fact that a lot of people came in initially to my list from interest.

Jen:

So I know that that's where they came from, and I still

Jen:

speak to that on occasion.

Jen:

, and that's one of the other ways that you build a profitable email list.

Jen:

So your lead magnet is aligned with who you are and what you do.

Jen:

You post about it and where the people come from that

Jen:

are attracted to your opt-in.

Jen:

If you can track that through things like Google Analytics, plausible

Jen:

some of your email marketing platforms can even do it for.

Jen:

Then that will tell you more information about the people who are subscribing,

Jen:

potentially what you could offer them, and ultimately how you sell.

Shelley:

That's right.

Shelley:

So that is how to build a profitable email list.

Shelley:

And if you have any questions on that or you want to dive in deeper we

Shelley:

do have other videos out or you can write to us and ask those questions.

Shelley:

Let's get into how to automate emails.

Shelley:

So what, what are the the things that we need in order to automate an email?

Jen:

So the things that you need to automate an email really

Jen:

depends on the tools that you have.

Jen:

What most people don't know when they first start their business, but

Jen:

hopefully more seasoned people know, is you can't just send from your Gmail

Jen:

account, you need to have an email marketing platform, and almost all

Jen:

email marketing platforms will allow you to send the automated email out.

Jen:

You put your form from, MailChimp, send Fox.

Jen:

Active campaign mailer light.

Jen:

You put that somewhere, people give you their name and email address, and then

Jen:

you set up an email that comes to that person and says, Hey, thanks for getting

Jen:

the ultimate podcast planning checklist, , here's a link to download that checklist.

Jen:

Or here's, here's the next step that you need to take to get there.

Jen:

That's an automated email because when people opt in, you're not

Jen:

gonna be sitting there, Wait.

Jen:

So that you can send up a personalized email.

Jen:

And so really that's probably the first automated email is you have a lead magnet.

Jen:

You're giving them what they have asked for when they get the lead magnet.

Jen:

That's your first automated email.

Jen:

And for a lot of people, that initial automated email can get you a.

Jen:

That could, that can be your one automated email for a long time

Jen:

when you're just starting the next one that you're really gonna want.

Jen:

Did you, oh, did you have any other questions about how to automate emails?

Jen:

How,

Shelley:

do you have anything else in mind?

Shelley:

There, like Jen said, you wanna go through your email marketing

Shelley:

application and there are certain times.

Shelley:

When you want it to be triggered.

Shelley:

So it's going to ask you, when do you want this to be triggered?

Shelley:

And you'll say, Oh, when they get the free download, I wanna trigger this.

Shelley:

And then a day later, 24 hours, I wanna trigger this next one.

Shelley:

So it'll ask you for your triggers and it'll give you some, maybe some

Shelley:

Suggestions of when you might want to have an automated email go out.

Shelley:

And then a lot of times like for Send Fox, I know you can do this,

Shelley:

you can take them, send them some emails, and then change them over to

Shelley:

a new list so that they all end up on the main list for your newsletter.

Shelley:

And then there's also, segmenting and all of this.

Shelley:

But those.

Shelley:

For further on down the road because Yeah, it can be kinda

Jen:

complicated.

Jen:

And that's the thing, like your first automated email is really they filled

Jen:

out a form and they get sent something.

Jen:

And for a lot, like I said, for a lot of people, They don't

Jen:

have the welcome sequence, they don't have any of that stuff.

Jen:

It's really just fill out form, send out email that either says,

Jen:

Hi, thanks for signing up, . Or it says, Thanks for signing up.

Jen:

Here's the thing that you signed up for.

Jen:

Mm-hmm.

Jen:

. And that for some people it's as simple as that.

Jen:

, that's the whole automation.

Jen:

And then what Shelley was talking about are like the next steps.

Jen:

So the next stage, once you're at a place and you're like,

Jen:

No, I really wanna get serious.

Jen:

Building a profitable email list.

Jen:

I really wanna follow up with people.

Jen:

I wanna have a newsletter, which as we know, a newsletter isn't automated,

Jen:

although parts of it can be is, the first thing that you're gonna want after you get

Jen:

through that automated opt-in lead magnet part is a welcome sequence and everybody

Jen:

talks about having a welcome series.

Jen:

What does that look like?

Jen:

That's also automated.

Jen:

That's like a three to five email arc describing your

Jen:

business in one way or the other.

Jen:

So a really simple one would be, it would be like this.

Jen:

Somebody signs up for your email list, you say thank you, and give

Jen:

them whatever they opted in for.

Jen:

So that lead magnet, you're sending it to them, you wait a couple of

Jen:

days, and the next one is, Hey, have you had a chance to look at.

Jen:

Here are some things you might wanna think about.

Jen:

Here are some other resources that I've created.

Jen:

So if it's like the podcast planning checklist, the first one is, Hey, have

Jen:

you had a chance to look at it yet?

Jen:

I've made these other podcast related resources.

Jen:

Be sure and take those.

Jen:

Take.

Jen:

Be sure and read these because it'll help you or listen to these

Jen:

podcast episodes and it'll help you.

Jen:

They send that out.

Jen:

Wait a few days, probably two or three days, and then you tell

Jen:

'em a little bit about yourself.

Jen:

So in the case of the podcast playing checklist, the next one

Jen:

would be, Hey, I'm Jen McFarland.

Jen:

I've had a podcast since 2018.

Jen:

I started my podcast so that I could learn public speaking.

Jen:

I feel like it's really helped me with that.

Jen:

Now I'm on the stage a lot.

Jen:

Here's how it could possibly help you, . Have you opened that thing yet?

Jen:

Have you gotten started?

Jen:

Hit reply and let me know what you think.

Jen:

Mm-hmm.

Jen:

, Right?

Jen:

So that's the next one.

Jen:

Wait a few days and then it's Hey, do you need help starting your podcast?

Jen:

Reach out to me.

Jen:

I could help you set up that tech.

Jen:

Stack the first, infor, the first marketing technology you need.

Jen:

I can help you find the right podcast hosting platform and help

Jen:

you automate your podcast so that it takes you less time and is easier.

Jen:

And that's just an example, right?

Jen:

That's a typical arc.

Jen:

And then after that, you would automate them to go into, say,

Jen:

your newsletter sequence, right?

Jen:

Typically, when they're going through the welcome series, you

Jen:

pause sending, Newsletters to that person because you want them to be

Jen:

fully focused on the welcome series.

Jen:

You want them to, that's the most likely time they have to buy.

Jen:

So you don't wanna confuse them with newsletters and other automations.

Jen:

You want them to be in that focus space.

Jen:

Going through that, that sales funnel, that's your first funnel.

Jen:

Most funnels you don't even need landing pages for.

Jen:

They're pretty simple email funnels you're sending them through.

Jen:

And then after that you can tag them.

Jen:

A lot of times that's where your first segment usually comes from.

Jen:

Segmenting means you are putting people in your email list into various groups, and

Jen:

you're doing that through tags or through engagement, different things like that.

Jen:

So somebody goes through the welcome series, they don't open anything . You

Jen:

can tag them as not engaged, and then if they don't open anything

Jen:

for a while, you can actually.

Jen:

it so that they're deleted from your list.

Jen:

Because if they signed up and they never did anything, they're

Jen:

just deadweight on your list.

Jen:

Why should you carry them?

Jen:

Right.

Jen:

The other thing you can do is if they're highly engaged,

Jen:

, they're opening everything.

Jen:

Maybe you have someplace where they're highly engaged and you ask

Jen:

them if they wanna schedule a call.

Jen:

You know you can do that with your email list where you take

Jen:

that next step before you send.

Jen:

To the newsletter, if they've opened a handful of emails, but they're not

Jen:

replying and nothing big is happening, they go on to your newsletter list.

Jen:

So what you're doing is you're personalizing the experience based

Jen:

on and segmenting and grouping people based on engagement.

Jen:

You can also do this if you wanted to say, ask questions, so sometimes.

Jen:

Welcome series is also about what type of information you wanna hear from me.

Jen:

So you can set up like a survey and say, Okay, do, are you interested in podcasts?

Jen:

Are you interested in small business marketing?

Jen:

Do you wanna hear about something else?

Jen:

What is that?

Jen:

And you break people off into those segments and then you're like, Okay,

Jen:

if I have a new podcast episode, I'm gonna send it to this group, it.

Jen:

These people just want a general newsletter.

Jen:

I'm gonna send that to this group.

Jen:

This group is really interested.

Jen:

Small business marketing.

Jen:

That's what I'm gonna send here.

Jen:

So you can put people in, into all kinds of groups and make the automation very

Jen:

specific, very personal, annual increase the likelihood of a conversion from

Jen:

your list, the more that you do that.

Jen:

So that's how you would take a basic lead magnet, which is where everybody.

Jen:

and then the next steps to get them into a welcoming, a welcome series,

Jen:

a welcome sequence, and then how you would split them up after that.

Shelley:

And one of the ways you can split people up is if

Shelley:

they've purchased something.

Shelley:

Another sequence that you can automate is customer onboarding.

Shelley:

So Jen, why don't you get into the customer onboarding that was, That was

Jen:

like, this is, Yeah.

Jen:

So this is a lot of the type of thing that I'm working on

Jen:

right now in my own business.

Jen:

I do this a.

Jen:

With people that I've worked with before, I worked with a lot of coaches.

Jen:

They hit the stage, they get done . They've stood up there.

Jen:

They're like, Hey, if you wanna learn more, you can do this.

Jen:

I've set up sequences for people before where it's like, Okay

Jen:

the speaking engagement is done.

Jen:

What happens if they want to learn more?

Jen:

And sometimes the offers are different.

Jen:

Sometimes the offer is if you subscribe within the next.

Jen:

You're gonna get this discount.

Jen:

And so we'll set a timer for when they get the discount, and then if they

Jen:

sign up and pay, then they go through a different section of the funnel.

Jen:

Like it changes what they do.

Jen:

A more typical customer onboarding is somebody comes in as a lead, you

Jen:

decide to work together, you send.

Jen:

Their contract and their invoice and then, and those can be automated.

Jen:

And then what happens next?

Jen:

And that's the part of the customer onboarding series.

Jen:

Like all those emails that you send back and forth as a coach or as a consultant

Jen:

or as a service based business, that back and forth could really be automated.

Jen:

And then at times , if you need to, you can personalize that experience.

Jen:

Answer questions and anything like that.

Jen:

But it's also some things that you do over and over and over again when you

Jen:

bring on somebody new that can also be automated and onboarded using automation.

Jen:

And that automation could be in your email marketing platform.

Jen:

I use a tool called boni and it does automation like as soon as somebody

Jen:

pays and they sign the contract and all that kind of stuff, and then I can

Jen:

and then I can send 'em off into the.

Jen:

Stage, and those are really powerful because sometimes we spend a lot of time

Jen:

on admin tasks that we don't really need to be worried about, and that's another

Jen:

way that customer onboarding could work.

Jen:

The thing about customer onboarding is, and with any automated sequences

Jen:

that we're talking about, is you wanna make sure that you're.

Jen:

bombarding somebody with a whole bunch of emails, . So your welcome series

Jen:

and your customer onboarding ideally, would be happening at different times

Jen:

so that emails aren't getting lost.

Jen:

So you wanna definitely make sure that you check for that.

Jen:

Have you done anything like this with customer onboarding?

Jen:

This is usually something that people always want to

Jen:

have , but they usually don't.

Jen:

Yeah,

Shelley:

well, with me, I don't have an enough customers that I can't

Shelley:

do that just personally, I tailor each, every, everything's customized

Shelley:

because I don't have a plethora of customers purchasing items at, So no,

Shelley:

I don't have a customer onboarding.

Shelley:

But it is something that you can do, especially if you're a

Shelley:

coach and you have a course that they're going through that is drip.

Shelley:

You can set up emails that help them to take them through the course and to remind

Shelley:

them to do different things at different times, and those should definitely be

Shelley:

automated because you wanna make sure that they get them at the right time.

Jen:

Yeah, absolutely.

Jen:

Yeah.

Jen:

And that's the thing about courses.

Jen:

They can be, a lot of times courses are released in Drip.

Jen:

That means you are op a lesson is opened up to you maybe once every

Jen:

Monday and there's an email set out saying, Hey, the lessons open.

Jen:

Certainly those would all be automated.

Jen:

There are certainly other types of products where you would have an

Jen:

automated sequence to support that.

Jen:

and you would want to plan all of that out.

Jen:

As you maybe can tell, automated email sequences need to be meticulously

Jen:

planned , cause it's really easy for them to get host . Like things are stepping

Jen:

all over each other and confusing for yourself to know what's actually wrong.

Jen:

And then also ultimately, you, what you really wanna avoid is really scaring.

Jen:

Your customer's off with disorganization, you wanna go

Shelley:

back and revisit those emails every six months and make sure that

Shelley:

you didn't have something in there that you discontinued, or you were

Shelley:

just talking about something that, that you never really happened.

Shelley:

So you get, take things out or, freshen it up.

Shelley:

Yeah.

Jen:

Yeah, the links changed or, gosh, there's so many different things

Jen:

that can happen So just make sure that you're checking in on that and.

Jen:

The third type of automated emails to send, and I've done this and I

Jen:

held off on doing it is to use, So every website, every podcast, , every

Jen:

podcast website, , if you wanna be that way, has what's called an RSS feed.

Jen:

It's basically a spot that says, Hey, this is when this website

Jen:

was updated, and it just keeps adding, like all the new article.

Jen:

To it in part that's used for SEO and all different kinds of tools, but it's

Jen:

also something that you can connect to any email marketing provider I

Jen:

know in Send Fox, MailChimp mailer, light active campaign, just about

Jen:

anything you can name , you connect your RSS feed, which is usually your

Jen:

website URL with I with a, slash.

Jen:

RSS or slash feed are the common ones, and you connect that to

Jen:

your email marketing software.

Jen:

And then you can say, Every time a new article comes out, send it.

Jen:

You can say every three articles that go out automatically send an email in Ghost.

Jen:

It's a little bit more Masai website.

Jen:

It's a little more direct where anytime I publish a new article, It asks me if I

Jen:

just wanna send it out and anything I can send any new content, I can choose whether

Jen:

or not it goes out to the list or not.

Jen:

And that's pretty powerful stuff too.

Jen:

So you can either do it depending on your.

Jen:

Website, you can either do it directly from your website, although nothing

Jen:

would stop me from hooking up my ghost website to active campaign.

Jen:

And then every three podcasts, , it would send it out, or I could even

Jen:

trigger it so that when there's a new article, it's like, Okay.

Jen:

Is that article tagged as a podcast?

Jen:

Yes.

Jen:

Okay.

Jen:

When I have three podcast episodes that'll send out, No, skip that

Jen:

one, . Until the next podcast.

Jen:

Next podcast.

Jen:

Comes up.

Jen:

So like for Shelley, she could have a tag for, say a live stream

Jen:

and she could have just articles and content about live streaming.

Jen:

She could have and send that out to a certain group of people.

Jen:

And she could also have just podcasting and that could go

Jen:

out to another group of people.

Jen:

As an example, if you use tags on your website

Shelley:

or blog, And it's great.

Shelley:

I know some of them, like you said, they'll set it up for you.

Shelley:

They'll go, Okay, you bring in, they bring in, they ingest whatever you send

Shelley:

them, the RSS fees that you send them, and then they set it up and then you can

Shelley:

go in there and look at it and adjust it and make it the way you want it.

Shelley:

And then hit send.

Shelley:

It can save you some time in other ones will just send.

Jen:

If you don't, if you're like, I know it's gonna be fine.

Jen:

It's good.

Jen:

Yeah.

Jen:

Or it's good enough, I'm not gonna worry about it then absolutely

Jen:

it'll just send it for you.

Jen:

That's

Shelley:

what, it would just be a very simple thing that says, I just put out

Shelley:

a new blog post and it just sends it.

Shelley:

Yeah.

Jen:

Yeah.

Jen:

Wonderful.

Shelley:

It's great.

Shelley:

Yeah.

Shelley:

That way you don't forget.

Shelley:

, I like those automations because it keeps you from forgetting and Right.

Shelley:

You can focus on the other things.

Shelley:

Yeah.

Shelley:

So two manual.

Shelley:

Manual, one.

Shelley:

Yeah.

Jen:

So you do those exactly.

Jen:

Like what The one thing I always say over and over and over again is you automate,

Jen:

so you can be more human in your business.

Jen:

So you wanna have these automation set so that you've you're keeping people

Jen:

warm , like that's the whole point.

Jen:

You're keeping people warm.

Jen:

You're not gonna forget who you are.

Jen:

They're gonna know what you do.

Jen:

That just keeps going and going.

Jen:

You're gonna have a way to welcome new customers.

Jen:

make sure that they know what's happening next.

Jen:

They can schedule with you.

Jen:

They have all the links in one spot.

Jen:

That's what all the automated stuff does.

Jen:

But then there's the mo, the manual, the human parts that have

Jen:

to go on, keeps people warm, makes people feel like they know you.

Jen:

And those are all of the other updates.

Jen:

This is your ongoing thought leadership.

Jen:

This is your newsletter.

Jen:

That's one of them.

Jen:

Mm-hmm.

Jen:

one of your manual.

Jen:

Newsletters.

Jen:

That's one thing that you can be sending out.

Jen:

I think that monthly is a good one.

Jen:

If you haven't sent out any emails and you're scared about it, I always say,

Jen:

Can you, can we agree to quarterly?

Jen:

And that usually people are usually okay with four times a year.

Jen:

, I'll send something out and that's for the people who are just.

Jen:

Don't have a big list, they're fearful of it.

Jen:

And it's just a good way to seasonally be in touch with people.

Jen:

I think for most people monthly is really good.

Jen:

And if you're super interested in building content creation, you can do weekly.

Jen:

I'm in marketing.

Jen:

I have friends who email every day.

Jen:

They make me crazy.

Jen:

I personally don't foresee email.

Jen:

Daily or multiple times a day

Shelley:

Unless it's for a big event that's coming up and you're trying to drum

Shelley:

up a lot of participation in that event.

Shelley:

And that would only be maybe once or twice a year.

Shelley:

Right?

Jen:

Yeah, that's what I mean.

Jen:

It would, I would have to be convinced of it.

Jen:

It would have to be a.

Jen:

Yeah, a big deal.

Jen:

It can't just be like, cuz I have colleagues who send out, I'm like, What?

Jen:

I, This doesn't matter.

Jen:

This is dumb.

Jen:

Why are you sending this

Jen:

Yeah.

Jen:

It's not a big promotion, it's just to be in people's inboxes

Jen:

and have a snappy headline and I don't like to waste people's time.

Jen:

So if it's important, I put it out.

Jen:

But I'm not gonna do every day unless it's.

Jen:

Right.

Shelley:

Right.

Shelley:

And if you're drumming up people to come to an event, I think That's

Shelley:

the one time I would recommend it.

Shelley:

That's the only time I would recommend it more than once a day or even once

Shelley:

a day, once a week is what we recommend because we put out a weekly show.

Shelley:

We put out the weekly podcast and the weekly blog.

Shelley:

So we put out a weekly newsletter to announce all of those things, to keep

Shelley:

people updated on what's going on.

Shelley:

Weak.

Shelley:

I feel that is perfect.

Shelley:

If you do more than that, people tend to start to tune

Shelley:

you out because it's too much.

Shelley:

They get overwhelmed with too much information.

Shelley:

So yeah, absolutely

Jen:

agree.

Jen:

Yeah, and that's what I mean about my colleagues.

Jen:

Sometimes I'm like, too much.

Jen:

Yeah.

Jen:

Not important.

Jen:

Not important enough.

Jen:

And so totally on the same page.

Jen:

So yeah, if you have specials, news products, service updates,

Jen:

something that's a new offer.

Jen:

Be sure and get that out there.

Jen:

These cannot be automated.

Jen:

These are manual, ideally, highly personal when you're talking about

Jen:

this, meaning it's a real hands on thing if you're promoting a new product

Jen:

or service for the first time, I think you really wanna speak to your people.

Jen:

Yeah.

Jen:

And not automate that.

Jen:

Tho that is basically how you and the whole time, not just at the

Jen:

beginning, you have to keep telling people that your email list exists

Jen:

and what you're offering on there.

Jen:

, it helps sometimes if there's exclusives that people can't see

Jen:

elsewhere and that are items that are only offered to your email list.

Jen:

Yeah.

Jen:

Very

Shelley:

helpful.

Shelley:

Yeah.

Shelley:

Keep it.

Shelley:

Friendly.

Shelley:

Remember, I when you say people are afraid to email their list I don't know why,

Shelley:

Because these people have self-selected.

Shelley:

They've opted in.

Shelley:

They want to hear from you.

Shelley:

And I'm not saying every day, but once a week is nice.

Shelley:

If you have a best friend, don't you contact them at least once a week?

Shelley:

These people wanna feel like your friend.

Shelley:

They wanna feel like they're part of your community, part of your world.

Shelley:

They wanna feel special, so reach out to 'em once a week and say, Hey,

Shelley:

it isn't that hard, , put it on your calendar every Tuesday like I do, and

Shelley:

say, we're going to, we're gonna email everybody on Tuesday and say, Hey.

Shelley:

We're out here, we're doing this.

Shelley:

Check it out.

Shelley:

Celeste,

Jen:

if you're listening or watching, Sorry I don't reach out every week.

Jen:

I think I'm trouble with my besties , but yeah, no, I, Yeah, totally agree.

Jen:

No you . I don't like reaching out to people once a week.

Jen:

All every week.

Jen:

Yeah.

Shelley:

That's okay.

Shelley:

That's okay.

Shelley:

You don't have to, that's a personal thing.

Shelley:

Personal choice.

Jen:

All right, so if you liked this training, I highly encourage you to

Jen:

go to course dot agk media.studio.

Jen:

That's Shelley's new course, How to create, publish, and

Jen:

distribute content consistently.

Jen:

And that is again, at course dot Agk media.

Jen:

Dot Studio now through November 18th.

Jen:

You get it for free if you use coupon code A G K Saver.

Jen:

All caps, all

Shelley:

caps, all free.

Shelley:

And don't forget to subscribe to the Women Conquer Business email list and

Shelley:

get a free marketing self assessment.

Shelley:

And that link is send fox.com/wcb.

Shelley:

And If you haven't done that yet, what are you waiting for?

Shelley:

Come on, Jen doesn't even email that often.

Shelley:

. I don't.

Shelley:

Hey,

Jen:

I aspire I, I do.

Jen:

I send out good stuff and yes she does.

Jen:

Absolutely.

Jen:

One of, one of the reasons why I'm hiring somebody so I can get

Jen:

back to emailing more often cuz there's just a lot out there.

Jen:

That's right.

Jen:

So are we.

Jen:

Are we good?

Jen:

Are we ready for tweak of the week?

Jen:

Do it.

Jen:

Woo.

Jen:

Do it.

Jen:

All right, . So this week we're gonna talk about pipe drive.

Jen:

I get asked all the time.

Jen:

Jen, what's your favorite crm?

Jen:

Am I answer M CRM means customer Relationship Manager.

Jen:

It's a way to stay in contact.

Jen:

Your customers.

Jen:

It sometimes does include email marketing.

Jen:

In fact, Pipedrive is an add-on for that.

Jen:

But it's usually not as good as like a full service email marketing.

Jen:

It's how you stay in touch with leads, things like that.

Jen:

The answer to what the best client relationship management system is

Jen:

for you as a business owner, the answer I always have is So sorry.

Jen:

It depends on if what you want that client relationship management tool to do.

Jen:

For example, pipe drive is incredibly sales focused.

Jen:

That is really what that is for.

Jen:

It is for your pipeline.

Jen:

It's really there to say, I have a lead.

Jen:

I have qualified them and they are moving through my sales process.

Jen:

Until the time where I need them to sign a contract, in which case they

Jen:

have the lead has converted then into a customer and it's really it.

Jen:

They're trying to have more automation built into it, but really it's for that

Jen:

sales pipeline and it works really well.

Jen:

I think if you have more of a team, it's not as great.

Jen:

I think if you're doing it by yourself, there are other tools

Jen:

that are good for solopreneurs.

Jen:

I'm using it right now and I don't have a big team and I'm finding it's fine too.

Jen:

The thing that I've done is I've also integrated web forms into my website.

Jen:

That is great because you can go, if you go to my website at

Jen:

this time to womenconquerbiz.com.

Jen:

There's a little chat bot that opens here and it says, Welcome.

Jen:

And then it asks you why you came.

Jen:

And if you say you're interested in services, guess what?

Jen:

It will schedule and put it on your calendar.

Jen:

So it's there's schedule, you get people to give you their name and email address.

Jen:

You can add them to your list.

Jen:

They show up as a lead in pipe drive.

Jen:

You can do all different kinds of things with pipe drive to really

Jen:

attract new people and help.

Jen:

Grow your list and increase your sales.

Jen:

Other CRMs have different focuses, like one of the best client

Jen:

relationship management tools out there is Square, and a lot of people

Jen:

don't realize how great Square is.

Jen:

They think of it as just payment processing.

Jen:

If you have a restaurant or if you use Square as your primary tool

Jen:

for like in-person transactions, you can use that and that would be

Jen:

a better fit for you than a pipe.

Jen:

Pipe drive is different.

Jen:

This is for people who are more consulting and doing some sales.

Jen:

They talk to a lot of people and they need a way to track all of

Jen:

the people that they're talking to.

Jen:

A couple of caveats about pipe drive is there are a lot of add-ons, so

Jen:

you can do just about anything that you wanna do, but if you wanna send

Jen:

email to your sales leads that cost.

Jen:

If you wanna have that little form I just showed you that I have on my

Jen:

website that costs extra if so it can get really expensive, which is why I

Jen:

don't know if I'm gonna use it forever.

Jen:

I'm testing it out right now just to see if it works for me, but it does

Jen:

get expensive to have all of the bell and whistles that they talk about

Jen:

that make it actually a fully feature.

Jen:

Client relationship manager.

Jen:

Now it will do the reminders , so you remember to follow up with people.

Jen:

It will do different things with your scheduling.

Jen:

Those are all great.

Jen:

But not all of the integrations are great and it doesn't natively integrate

Jen:

with a ton of other applications.

Jen:

You are gonna need an intermediary, like a Zappier, a ley to connect it to

Jen:

other tools, and that's a limitation.

Jen:

It's the tweak of the week , but it's a tweak of the week with a caveat

Jen:

because if you're looking for client relationship management software, it's

Jen:

really the case that you need to test it out, make sure it's a fit for your

Jen:

business, make sure it fits into the workflows and the sales that you're

Jen:

trying to go through for your business.

Jen:

If you're really looking for a record or you really wanna tie it

Jen:

into your email marketing active.

Jen:

also has a really good client relationship management system.

Jen:

It just depends on the tools that you're using and what's gonna make

Jen:

it easiest for you and which one are you actually going to use.

Jen:

Cause it's not gonna help you if you don't use it.

Jen:

And that is today's tweak of the week.

Jen:

Week

Shelley:

of the week.

Shelley:

Let's move into some inspiration.

Shelley:

You did the techie side.

Shelley:

Now we do the feeling side . Here's a quote from Zig Ziegler that I try to

Shelley:

live my life by, and I know Jen does because I see her do it all the time.

Shelley:

You will get all you want in life if you help enough other

Shelley:

people get what they want.

Shelley:

Not only is that great sales, but it's just a great way to live your life.

Shelley:

Focus on being the best person you can be in the present moment and

Shelley:

on doing the right thing right now.

Shelley:

Be good and noble.

Shelley:

Now, while it still matters and while people are paying attention we, people

Shelley:

children and everybody who watches us, they learn about us by what we do.

Shelley:

The actions that we take how we treat other people.

Shelley:

All of these things are very important and they stand out.

Shelley:

For our customers, they're looking at us, they're saying, how does,

Shelley:

how do I resonate with her?

Shelley:

Does she, is she a, does she walk or talk?

Shelley:

Does she help other people without expecting anything in return?

Shelley:

And and the now that the election is minutes away, we wanna know that

Shelley:

there are people out there who are in it just to help other people.

Shelley:

And share information, share knowledge, share tips and tools and tweaks and,

Shelley:

and because we wanna help other people, we want everybody to rise together.

Shelley:

Right?

Shelley:

So that's great.

Shelley:

Why inspirational Nugget for today?

Shelley:

What do you think, Jen?

Jen:

I totally agree.

Jen:

Yeah.

Jen:

That's awesome.

Jen:

Thank you so much for sharing that.

Jen:

I, Yeah, yeah.

Jen:

You know, it, you.

Jen:

Everybody needs a life jacket.

Jen:

The boat floats for everybody.

Jen:

Yeah.

Shelley:

Yeah.

Shelley:

Let's all lift each other up and take each other up to that

Shelley:

tropical island in the sky.

Jen:

Have a great week, everybody.

Shelley:

Thank you for joining the Women Conquer Business Podcast, hosted

Shelley:

by Shelley Carney and Jen McFarland.

Shelley:

Please subscribe and leave a comment or question regarding your most challenging

Shelley:

content creation or business problem.

Shelley:

Then share this podcast with family and friends.

Shelley:

So they can find the support they need to expand their brand and

Shelley:

share their message with the world.

Shelley:

Check the show notes for

Jen:

links

Shelley:

to valuable resources and come back again next week.