Shownotes
Jodi Bourne Facebook
Email - Jodi@jodibourne.com
Transcripts
/hey there.
2
:When I started online marketing the
first marketing tactic I started
3
:working on was email marketing.
4
:Constant contact was what we used.
5
:I worked for a food bank.
6
:And we send out newsletters to the
people who were giving us money.
7
:And that was my first
entrance into email marketing.
8
:I think it's such a great way
to connect with your audience,
9
:share information, all the things.
10
:And I still think that it's the best way
for businesses of any type to build a
11
:rapport build sales grow their business.
12
:In today's episode, I am going to
share all about email marketing.
13
:Even if you don't think you're
ready to start email marketing,
14
:even if you don't have a list.
15
:Listen to this episode, so you can get
started the right way and hopefully it
16
:will encourage you to get started AAS.
17
:S a p
18
:Jodi Bourne: hey there.
19
:Welcome back to the savvy hosts podcast.
20
:Hopefully welcome back
is the right word to say.
21
:Because I hope that you've been listening
so far, but if not, that's cool too.
22
:Today's episode is the first of a series
of episodes I'm going to be doing over
23
:the next few weeks called foundations
vacation, rental marketing foundations.
24
:And today we're going to be
talking about email marketing.
25
:My goal with these episodes is
not only to teach a strategy
26
:at the beginning of each week.
27
:But also at the end of each week, I'm
going to be doing another episode.
28
:I should be shorter.
29
:I hope.
30
:To answer questions and
give concrete examples.
31
:So if you are listening to this and
you want to ask a question or share
32
:some of your content that I can give
feedback on, then that would be great.
33
:So stay tuned to the end,
to learn more about that.
34
:I feel like in order to
really understand marketing.
35
:It's important for you to understand
how each layer builds upon layer.
36
:Foundation.
37
:Being the base layer.
38
:Of a marketing strategy.
39
:And so we're going to start out with the
foundations, which is really an overview.
40
:And then later you learn more details.
41
:You learn the nitty gritty, dive
in and make it work for you.
42
:And that of course is what I teach in
my courses and programs, how to get
43
:into the nitty gritty, how to make it
work for you, how to measure it, how
44
:to speak to people, how to use the
language of your potential guests.
45
:So all of that comes into play,
but again, you want to start with
46
:a basic understanding of marketing.
47
:So if you go back to my episode
last week, and I'm also going to be
48
:bringing up other episodes that I've
done, if you go back to my episode
49
:last week about content marketing,
that is another great foundational
50
:lesson for vacation rental marketing
51
:the reason I want to start this week,
concentrating on email marketing
52
:is because it is a strategy.
53
:That you can employ no
matter where you are.
54
:In your vacation rental business.
55
:In fact.
56
:You don't even have to have
your vacation rental built yet.
57
:You don't have to have it.
58
:Out in the world yet you
can start email marketing.
59
:And getting people excited
about booking with you.
60
:If there's any way for you to
generate a list, email marketing
61
:should go hand in hand with your
social media strategy, which I'll
62
:talk more about in a future episode.
63
:If you've already started booking
guests and you have guests that have
64
:stayed with you via Airbnb or BRBO.
65
:Or even if you have guests from
your own website, then you can
66
:start today marketing to those
guests via email marketing.
67
:Hopefully.
68
:You have.
69
:Already saved email addresses.
70
:Because the most important part of
email marketing to your previous guests.
71
:Is making sure that you have their
contact information and their
72
:permission to market to them, which
you can get in the very first email
73
:that you send the very first guest.
74
:Email that you send.
75
:So how does email marketing work?
76
:To begin with, what is it?
77
:Why does it work so well?
78
:Email marketing is the best way
for you to build relationships
79
:and stay in touch with people.
80
:Who have raised their hand.
81
:And they have said, Hey, I
want to hear more from you.
82
:I'm interested in what you have to say.
83
:Interested in your business.
84
:I'm interested in your offer.
85
:And I'm interested in your expertise.
86
:Right now, there are several different
kinds of email marketing tactics out there
87
:in the general world of business today.
88
:One of those is e-commerce
email marketing.
89
:E-commerce is more of a
very, it's a very focused.
90
:I have a product or products.
91
:I have a store.
92
:Bye.
93
:Adding you to my email list, usually with
some type of benefit, like a discount or
94
:free shipping or a coupon code or a free.
95
:Extra gift with w by signing up.
96
:I know you've signed up for these
before I about a lot of makeup
97
:that way back up and skincare.
98
:And also little stupid things that
I really don't need, but love.
99
:And so the first thing I do is
sign up for an e-newsletter list.
100
:Usually find something on
Instagram, go to their website.
101
:Sign up for their 15% off coupon.
102
:Now I'm on their email list.
103
:Typically I would either buy a product,
put it in my shopping cart and.
104
:Then they follow up with me.
105
:If it's a bigger business and
they've been doing it for a while,
106
:they know how to follow up with me.
107
:They know what's in my cart.
108
:They can remind me that I have the thing
in my cart and maybe it's about to sell
109
:out or maybe it's going on sale, or maybe
they're offering something on top of that.
110
:Or.
111
:I've bought the thing and they are
going to try to sell me the next thing.
112
:And it's all about e-commerce sales.
113
:Sometimes these e-commerce
based newsletters.
114
:We'll give you a little bit of content.
115
:Maybe it's a tutorial that they want
to send you to, to show you how to
116
:use the thing that you just bought.
117
:Maybe it's a little quiz.
118
:The focus of that email is to sell you.
119
:A thing.
120
:Another type of email newsletter is
the content based email newsletter.
121
:And I also subscribe to a lot of these.
122
:So this is the newsletter that you
would get from me or from another
123
:business like mine, I'm a B2B, I sell
services and products and coaching
124
:and websites . So it's not really
smart for me to just send out an
125
:email once a week about a new product.
126
:What I want to do is I want to encourage
people to trust me as the expert to trust
127
:me as the website designer to trust me.
128
:As the person that knows about
marketing that can teach them even more.
129
:So when I send out content and I will say,
I'm not the best at it because my content.
130
:Marketing of choice right now is podcast
and I've done blogging in the past.
131
:But I want to get better at
sharing content via a newsletter.
132
:And that's the kind of content that you as
a vacation rental owner should be sharing.
133
:Is this very.
134
:Content driven.
135
:Newsletter content.
136
:You're going to share.
137
:Ideas and trip itineraries
and links to other area, other
138
:destination type content.
139
:And I'll talk more about
that in a few minutes.
140
:Another type of email newsletter
is actually a paid newsletter.
141
:This content is a little
bit more elevated.
142
:This content is usually a
little bit more in depth.
143
:, and I do subscribe to some paid
newsletter, so I get their free
144
:version and then I've upgraded to paid.
145
:If your newsletter gets to
be good enough, big enough.
146
:An exciting enough.
147
:Then you can actually even add
that little bonus as an upgrade
148
:and another income stream.
149
:But of course, first we have to get
back to the basics of email marketing.
150
:What is it?
151
:The benefits of it.
152
:And how do you get people
on your email list?
153
:So I'm going to start with the benefits.
154
:You can start with email marketing
before you have a website.
155
:All you have to do is have a landing page.
156
:Which all of these email marketing
platforms have that you can set up with
157
:their email marketing with their platform.
158
:So MailChimp, for example, or convert kit.
159
:There's tons of other ones.
160
:Flow desk is another good one.
161
:You can have it set up where people
can click on a link, go to the
162
:page and sign up for the email.
163
:Another benefit is you own all the names
and email addresses on your email list,
164
:and nobody can take them away from you.
165
:Yes, they're in the MailChimp platform.
166
:You should also have those in a.
167
:CSV file, an Excel spreadsheet, a
Google sheet, they're your names.
168
:Instagram Facebook, they can shut down
on you any time they can tell you no
169
:more marketing through their channel.
170
:And you still have an email list.
171
:You still have those
people who have signed up.
172
:Another great benefit of having
an email newsletter is you
173
:can practice writing content.
174
:You can practice and you can
see how your subscribers.
175
:Are interacting with the content.
176
:If you write about beach
activities for kids.
177
:And nobody clicks on it, then
either a, the content of what
178
:you wrote about was not great.
179
:The greatest content,
it didn't entice them.
180
:Or you've learned that your market isn't
interested in beach activities with kids.
181
:The next newsletter, or even in that
same newsletter, maybe you have a blurb
182
:about great restaurants in the area
with an excellent craft, cocktail
183
:menu, and more people click on that.
184
:What does that tell you?
185
:So email marketing can really help you.
186
:Not only practice your long
form content practice, writing
187
:to your audience, but also.
188
:Making sure that your target
audience, that your guests avatar.
189
:Is who you think it is that you're
really creating content that works
190
:for them that encourages them.
191
:To interact with you more.
192
:This is called segmenting by the way.
193
:So if you find out that half of your
audience loves tips with kids and half
194
:of your audience wants more tips about
nighttime events and craft cocktails.
195
:Then you said you can segment your list.
196
:That is an advanced strategy that I
would talk about in my courses . Another
197
:great benefit is the relationship that
you are making with your subscribers.
198
:You can ask them questions and
ask them to follow up with you.
199
:You can let them know all about The
service that you provide for free of
200
:helping them plan their trip or connecting
them with the kayak rental places or
201
:the different activities in the area.
202
:You can also.
203
:Ask them what is it
that you're looking for?
204
:What can I help you with?
205
:And that is a great.
206
:Way to get that conversation going in.
207
:The first email that I send out
in my welcome email, I ask people
208
:what is it that you're struggling
with most with your marketing?
209
:And I would say.
210
:About one out of every five people
who subscribed to my newsletter.
211
:Who subscribed to one of my lead magnets.
212
:They answer that question in an
email and it gives me a way to
213
:connect with them on a deeper level.
214
:Another benefit of email marketing is
it creates an excuse for you to have
215
:a touch point with your audience.
216
:Your audience wants these touch points
with you to build this relationship
217
:that makes them want to book from
you, makes them want to buy from you.
218
:Touch points are crucial to branding.
219
:You want your brand name to come across
their email, even if they're following you
220
:on Facebook or Instagram, Tik TOK, you
still want to remind them of who you are.
221
:Your business name.
222
:Your property names, your
personal name, so right there.
223
:Just understanding these amajor benefits
of having an email marketing strategy.
224
:You should realize it's something that
you should jump on board with ASAP.
225
:And that's going to be one of my action
items for the end of today's episode.
226
:Another thing that you can do even
though you're not an e-commerce newsletter
227
:reminders of the product that you sell.
228
:Which is your vacation rentals.
229
:If you have multiple rentals, you want
to feature a rental, maybe two rentals.
230
:If your property management company, you
need to be careful that you are featuring.
231
:A select group often so that your
owners don't get upset with you.
232
:If you own your own properties
and you're featuring them.
233
:Feature them for different reasons.
234
:Maybe one is great for this.
235
:For pet-friendly one is great for groups.
236
:One is open for the Christmas season.
237
:And so that's the one you promote
in September because it's perfect for
238
:families to spend their holidays together.
239
:You share reviews.
240
:Reviews are a great way to build
social proof and you can actually
241
:type out the review, send it that way.
242
:But I find that a screenshot
everywhere review.
243
:Maybe it's an Airbnb review.
244
:Maybe it's a website review.
245
:Maybe it's just an email exchange
with your guests where they tell
246
:you how much they appreciated that.
247
:The stay.
248
:Then that's another way you can
screenshot that and add it as an image.
249
:And then that's another way of
adding content to your newsletter,
250
:art images, those destination
focused property focused.
251
:Wow.
252
:Shots that I talked about in my previous.
253
:A podcast episode about
giving them those wow shots.
254
:So when email newsletter, you have the
opportunity to share all the different
255
:kinds of content, the engagement content.
256
:The attraction content.
257
:The trust content, and the
call to action content.
258
:All the different kinds of content
that you should be sharing with your
259
:future potential guests and leads.
260
:So how you get people
on your newsletter list.
261
:First of all, as I mentioned, you
have previous guests, you should
262
:get every guest email if they
book on an OTA, you can say, Hey,
263
:I send information out via email.
264
:I need your email address as well.
265
:And of course, some of them are
just going to say no, unless you're
266
:using a PMs or a channel manager.
267
:Then it's really hard sometimes but
even after the stay, when they
268
:have already booked with you,
they've already stayed with you.
269
:They already trust you and know
you have a great experience.
270
:You can still at that point, ask them and
say, Hey, I have a marketing newsletter.
271
:I'd love to add you to my
marketing newsletter list.
272
:If you'd like to subscribe.
273
:And a lot of people will say, yes,
You can also get the email addresses
274
:of the guests, of your guests.
275
:So the people that come with you,
your main guest, I have clients that
276
:just require their guests of guests
to sign a similar lease agreement
277
:that just says that they're going to
follow the rules and policies, With
278
:stay file or any of those services.
279
:Now you have the guests of
guests, email addresses.
280
:And then another way to get
email addresses is to create
281
:what's called a lead magnet.
282
:A lead magnet is a free resource
or free guide or free tips, free
283
:information that you give to people.
284
:In exchange for their email address
and then you send it to them and
285
:then there own your marketing list.
286
:Of course, if you have this lead magnet,
you need to be promoting that lead
287
:magnet, you promoted on your website,
you promoted on your social media.
288
:You should think of it.
289
:As your second most
important call to action.
290
:With your social media and on your
website, if people aren't ready to
291
:book with you, which most of the
time after one interaction, they
292
:are not ready to book with you.
293
:If they're not ready to book
with you, what action can
294
:they take to stay in contact?
295
:Email newsletter, sign up to receive
my tips for a romantic getaway.
296
:Sign up to find out my ideas for
perfect winter travel as I saw the
297
:other day somebody who is giving out.
298
:I can't remember who that was, but
somebody I follow on social media,
299
:another whole host was doing a Spotify
playlist of music that they could listen
300
:to as they drove to the destination.
301
:So there's lots of ideas for lead magnets.
302
:What are some mistakes that you can make?
303
:I'm going to go through these
really quickly people who start
304
:an email marketing campaign.
305
:They quit too soon.
306
:They say it doesn't work and they quit.
307
:They get busy and then quit.
308
:It's really important.
309
:Remember I talked about touch points.
310
:It's really important to create
regular touch points with your future
311
:guests, with your potential guests.
312
:So these touch points come
in the form of a newsletter.
313
:You want to make sure that they're
getting it regularly, not just when
314
:you have availability coming up, not
just when you have time to send it.
315
:You need to make sure that it is
a regular focus and so you have
316
:to spend time it's harder at the
beginning, it gets easier and easier.
317
:Other mistakes is, You treat it like an
e-commerce newsletter, you treat it where.
318
:People are supposed to.
319
:Open it up and immediately
Go to your website and book.
320
:And that is not what this
newsletter type is for.
321
:Yes.
322
:You're going to encourage bookings.
323
:Yes, you're going to tell
people about your properties.
324
:But your newsletter is supposed to
get them excited about an upcoming
325
:trip tell them about why you are
the best option for their stay.
326
:And then encourage them through
content through building this trust.
327
:They're building this relationship.
328
:So that when they're ready to book, they
remember your name because of the touch
329
:points and they remember your properties
because you've sent them photos.
330
:And they also remember that you're
the person that knows all about
331
:the destination that can help
them plan a better trip or who has
332
:already helped them plan their trip.
333
:They have Goodwill toward you.
334
:Another mistake that I see all the
time is you do have some sort of an
335
:lead magnet, or you do get people on
your email newsletter list, but you
336
:don't send them an immediate welcome.
337
:An immediate welcome.
338
:Builds that Goodwill right from the start.
339
:It says, oh, Hey.
340
:Thanks so much for signing
up for my newsletter.
341
:Here's what you're going
to get in the future.
342
:Here is the thing you signed up for
and oh, by the way, I have vacation
343
:rentals and I love what I do.
344
:And here's why I do this.
345
:And that's part of knowing your
brand story and knowing how to
346
:communicate with your guest avatar.
347
:That's It's part of that deep dive
into vacation rental marketing is
348
:knowing how to speak to these people.
349
:And then another mistake that I see very
often is not marketing your newsletter.
350
:Just because you have a newsletter,
just because you have a lead magnet,
351
:you can't just put a little block in the
bottom of your website that says sign up.
352
:You can't not talk about
it on social media.
353
:You can't not tell your
current guests about it or the
354
:people that inquire about it.
355
:You have to proactively market your
newsletter list in multiple ways.
356
:I suggest having a link in
all your social channels.
357
:I suggest talking about it often
pinning a post to the top of your social
358
:channels that talk about your newsletter.
359
:Lots of ways to make sure that
you are letting your audience
360
:know about all the things.
361
:If you go to my Instagram, for
example, and I have a landing page,
362
:you can go there and you can see.
363
:Several of the lead magnet offers
that I have that encourage people
364
:to get on my newsletter list.
365
:So for this episode this week, I
talked about a lot of different things
366
:and I have a couple of action items.
367
:If you don't have a new email
newsletter list currently.
368
:I want you to look at MailChimp
convert kit flow desk.
369
:I want you to look at those.
370
:I'll put links in my show notes, I
want you to look at those and make a
371
:decision and sign up for a free trial.
372
:Sign up for one free trial this week.
373
:Play with a little bit, sign up for
another free trial in a couple of weeks.
374
:Reach out to me and ask me, I'll
go over some of the benefits of
375
:each one in Friday's episode.
376
:Another thing you can do is if you
have a newsletter list already.
377
:I want you to write a welcome
email if you don't have that.
378
:So one welcome email.
379
:To anybody that subscribes and remember.
380
:You need to include your previous
guests in that welcome email.
381
:You want to let them know?
382
:Hey.
383
:I'm adding you to my marketing list.
384
:You can unsubscribe.
385
:If you're not interested.
386
:But this is more about me.
387
:And some reasons why I would like
for you to get my email newsletter.
388
:Here's some things that I'm going to
be sharing with you and then finally,
389
:I want to hear about your lead magnet,
I want to hear your lead magnet ideas.
390
:So this is what I'm going to be
going over in Friday's episode.
391
:If you have a lead magnet, if
you have a welcome email series.
392
:If you have ideas for these things,
and you want me to look at them,
393
:go over them, talk about it in
Friday's episode, please DM me.
394
:My Instagram is, Hey, Jody.
395
:Born.
396
:You can send me an email.
397
:Jody had Joni born.
398
:Of course, all these will
be in the show notes.
399
:And you can ask a question.
400
:You can follow up with me.
401
:You can send me what you have now.
402
:And I will definitely provide some
feedback now, depending on how much
403
:feedback I get, I may not be able
to help everybody, but I would love
404
:to get your, so I will go in order.
405
:If you can get it to me by noon
on Thursday, I plan on recording
406
:Friday's episode on Thursday evening.
407
:So that'll give me some time
to go over, whatever it is you
408
:send and answer your questions.
409
:And if you're listening to this
in the future, stay tuned for the
410
:next one the answer is some of
those questions from other hosts.
411
:And before I go, I just
want to mention that I have.
412
:A couple of lead magnets
that you can look at.
413
:Have a perfect guest avatar workbook.
414
:I have marketing action
plan, Instagram action plan.
415
:And I also have a wait list
for my upcoming group coaching
416
:program that starts in, October.
417
:I'm really excited about that.
418
:It's the fifth time I've offered it.
419
:Over the last several years
and it gets bigger and better.
420
:And that also will be in the show notes.
421
:But the link to that is Jodi
borne.com backslash waitlist.
422
:I'll be sending more information
about that out over the coming.
423
:A few weeks.
424
:Hope you have a great week
and I'll see y'all later.
425
:Bye
