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Today on the podcast, I’m delighted to have Shona Chambers join me. Shona is a returning guest, who first appeared on the podcast 2 years ago. Um, Shona is a marketing consultant and she’s here today to talk specifically about how to grow your email list. She talks about why it’s important for small businesses to have a list, how you might grow it, and if you do have an email list of people on, you know, what sort of things should you be sending to them. I found it incredibly useful, and we have included tips specifically for product based businesses, and those of you selling on Amazon.

Listen in to hear Shona share:

  • An introduction to herself and her business (01:26)
  • What email marketing is (02:00)
  • Why it is important to have an email marketing list (03:29)
  • Some good ways to get people to join your list (06:19)
  • What sort of content to send to your email list to keep them engaged (10:47)
  • How often to email your list (12:53)
  • What to do if you have a healthy email list, but haven’t sent an email for a while (17:27)
  • Ideas for the sort of content product businesses can send out (19:31)
  • Her number one tip for how to market your products via email (21:33)

USEFUL RESOURCES:

Shona Chambers Website

Shona’s Book 100 Marketing Tips for Small Business Owners

Shona Chambers Instagram

Shona Chambers Facebook

Shona Chambers Linked In

Episode 44 Launching & Marketing Your Product –  with Shona Chambers

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Transcript
Speaker:

Welcome to the Bring Your Product Ideas to Life podcast, practical advice

Speaker:

and inspiration to help you create and sell your own physical products.

Speaker:

Here's your host, Vicki Weinberg.

Vicki Weinberg:

Today on the podcast, I'm delighted to have Shona Chambers join me.

Vicki Weinberg:

Shona was a returning guest.

Vicki Weinberg:

Um, she was on a few episodes, well, I say a few episodes ago.

Vicki Weinberg:

I think it was actually two years ago she was on, so doesn't time fly?

Vicki Weinberg:

Um, Shona is a marketing consultant and she's here today to talk specifically

Vicki Weinberg:

about how to grow your email list.

Vicki Weinberg:

She talks about why in these small business it's important to have a

Vicki Weinberg:

list, how you might grow it, and if you do have an email list of people

Vicki Weinberg:

on, you know, what sort of things should you be sending to them?

Vicki Weinberg:

How often, and hopefully all the other questions that you have on this subject.

Vicki Weinberg:

So I would love now to introduce you to Shona.

Vicki Weinberg:

Hi Shona thank you for joining me again.

Shona Chambers:

Lovely to be here.

Shona Chambers:

Thank you.

Vicki Weinberg:

Oh, you're welcome.

Vicki Weinberg:

So I've asked you to join today to talk specifically about email marketing because

Vicki Weinberg:

I know, um, from the little chat we've just had previously, that we both sort

Vicki Weinberg:

of feel that this is something that, um, would be a huge benefit to lots of

Vicki Weinberg:

businesses, especially at the moment.

Vicki Weinberg:

So we'll dig into that in just a second.

Vicki Weinberg:

But for anyone who hasn't listened to your previous episode with me, can

Vicki Weinberg:

you just give a brief introduction to yourself, your business, and who you help?

Shona Chambers:

Yeah, absolutely.

Shona Chambers:

So yeah, I'm Shona Chambers.

Shona Chambers:

I'm a marketing consultant.

Shona Chambers:

Um, I've been working in marketing for over 20 years now.

Shona Chambers:

Uh, started off working in media and finance for large corporates

Shona Chambers:

and then I went self-employed and started to help small business owners.

Shona Chambers:

Um, and nowadays I do a mix of both really.

Shona Chambers:

So, um, anyone who has a business, um, that needs help with their

Shona Chambers:

marketing, uh, then, you know, that is my audience really.

Vicki Weinberg:

Amazing.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And as I mentioned, I asked you on stage to talk about

Vicki Weinberg:

email marketing specifically.

Vicki Weinberg:

Um, so let's start with what might be a really obvious question

Vicki Weinberg:

about what is email marketing.

Shona Chambers:

So email marketing in its very simplest terms, is just

Shona Chambers:

having email addresses from your customers that you have permission

Shona Chambers:

to use, to contact and uh, to remain in communication with your customers.

Vicki Weinberg:

Amazing.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And, and I guess that when you say they've given you permission to email

Vicki Weinberg:

them, um, does that email list need to be on specific software or can it just

Vicki Weinberg:

be a spreadsheet or a Word document?

Shona Chambers:

Um, so long as someone's given you their

Shona Chambers:

permission to, um, mail them, then it doesn't actually really matter.

Shona Chambers:

Um, obviously for GDPR purposes, um, you need to keep a list of, um,

Shona Chambers:

people's, uh, written permission.

Shona Chambers:

So it is often easier to just use a tool like MailChimp, um, where

Shona Chambers:

every time an email address is added, if it's added by yourself, uh, you

Shona Chambers:

have to tick a box to say someone's given you permission to be on that.

Shona Chambers:

Um, and if somebody signs up, obviously they've taken the action themselves.

Shona Chambers:

So, um, that can be a really good way of doing it.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And I think as well, um, using an email provider, whether it's MailChimp or,

Vicki Weinberg:

I know there's lots of other options out there, I use MailChimp myself.

Vicki Weinberg:

Actually, I guess another advantage of that is people can unsubscribe

Vicki Weinberg:

easily if they want to as well.

Shona Chambers:

Absolutely.

Shona Chambers:

Yeah.

Shona Chambers:

That's really important to make sure that any email that goes out

Shona Chambers:

does actually have a link on it so that people can unsubscribe.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

Okay, so we know what email marketing is.

Vicki Weinberg:

Um, can we talk a little bit about why it's important that

Vicki Weinberg:

people have an email list?

Shona Chambers:

Yeah, absolutely.

Shona Chambers:

So, um, I think in recent years it's become very fashionable to do all of

Shona Chambers:

your marketing on social media, um, and social media is very important, but,

Shona Chambers:

uh, we probably all know people who have had problems where maybe they've

Shona Chambers:

suddenly lost access to their accounts.

Shona Chambers:

Um, there was a very big account recently that has around

Shona Chambers:

80,000 followers on Instagram.

Shona Chambers:

Uh, and lots of people do follow them, especially if they are, uh,

Shona Chambers:

people who make things for a living.

Shona Chambers:

Um, and they were, they lost access to their account essentially, and it was a

Shona Chambers:

massive problem for the, for the founder.

Shona Chambers:

Uh, and eventually she did manage to get it back again.

Shona Chambers:

But still, you know, um, it was a really difficult situation and I've

Shona Chambers:

seen that probably most weeks, somebody I know will lose access to their,

Shona Chambers:

um, Instagram account particularly.

Shona Chambers:

So, um, I mean, having an email list just means that you have got a bit of

Shona Chambers:

insurance for yourself that the people, uh, worked hard to build up relationships

Shona Chambers:

with, can actually still hear from you and, um, you own those addresses.

Shona Chambers:

Uh, if somebody's happy to be on your list, then that is something

Shona Chambers:

that you own as a marketing asset.

Vicki Weinberg:

That's great.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And I guess that also gives you the option, if you do lose

Vicki Weinberg:

access to your Instagram, for example, you have to start again.

Vicki Weinberg:

At least you can email your, your followers, your people on your

Vicki Weinberg:

list and say, this has happened.

Vicki Weinberg:

Come and find me here.

Vicki Weinberg:

Whereas otherwise, you've potentially lost all of those people.

Shona Chambers:

Absolutely.

Shona Chambers:

Yeah.

Vicki Weinberg:

And I see something similar, if you don't mind me

Vicki Weinberg:

mentioning Shona with um, other eCommerce marketplaces as well.

Vicki Weinberg:

So particularly Amazon sellers because you know, I work with a lot of Amazon sellers.

Vicki Weinberg:

Um, and one of the downsides of selling on Amazon is that you don't

Vicki Weinberg:

get the customer's email address.

Vicki Weinberg:

Um, and that can be really tricky because should you get kicked off

Vicki Weinberg:

Amazon, which it doesn't happen often, but does happen or your listings get

Vicki Weinberg:

shut down, it might be that someone just doesn't know where to find you.

Vicki Weinberg:

However, if you have them on an email list and something goes wrong, then you

Vicki Weinberg:

can sort of say, oh, actually my Amazon, you know, product isn't available on

Vicki Weinberg:

Amazon anymore, come to my website.

Vicki Weinberg:

Or even better, nothing has gone wrong and you've got a new product.

Vicki Weinberg:

Um, get them to buy on your website rather than sending them to Amazon, potentially.

Vicki Weinberg:

So I think there's definitely lots of reasons to be able to contact

Vicki Weinberg:

people directly rather than via third party marketplaces that, as

Vicki Weinberg:

you say, might get taken away from us at any time without warning.

Shona Chambers:

Yes, it's true, yep.

Vicki Weinberg:

So, um, I think we've, I think people hopefully will understand

Vicki Weinberg:

the benefits of having an email list, but I guess the harder thing is actually

Vicki Weinberg:

getting people to join it because, I don't know about you, but I, you know,

Vicki Weinberg:

you get popups every website I go on and every time you buy something,

Vicki Weinberg:

someone wants you to join their list.

Vicki Weinberg:

And we get a lot of email, don't we?

Vicki Weinberg:

Um, so what are some good ways of getting people to actually join our, our list and,

Vicki Weinberg:

and maybe a little bit later we'll talk about how to get them to stay as well.

Shona Chambers:

Yeah, well, I suppose one of the best ways to get people

Shona Chambers:

to join your email list is to suggest it to them at a time when they're

Shona Chambers:

actually engaged with you already.

Shona Chambers:

So, um, now that we're allowed to be back at shows and exhibitions, obviously

Shona Chambers:

you've got people walking around the show, you might have a stand to show.

Shona Chambers:

Um, so having a tablet around and just offering people the opportunity to sign

Shona Chambers:

up whilst they're already interested in other things that are right in front

Shona Chambers:

of them, that's a great way to do it.

Shona Chambers:

Now, um, if you are in a shop, you can equally have a, a, um, you

Shona Chambers:

know, near the till and maybe some messaging to suggest to people just

Shona Chambers:

pop in your, um, email address now.

Shona Chambers:

Um, and maybe you can incentivize people in some way.

Shona Chambers:

So a great way of doing that is to have something called a lead magnet, uh, which

Shona Chambers:

is simply something of value to your customer that they'll be happy to give

Shona Chambers:

their email address in exchange for.

Shona Chambers:

So a lot of people do, uh, if you are a service business, it could be,

Shona Chambers:

um, a PDF of some kind where you are giving useful tips to your customers

Shona Chambers:

in exchange for their email address and they'll get it as soon as they sign up.

Shona Chambers:

Um, or if you're a product business, you could offer a free sample of some kind.

Shona Chambers:

Um, you know, whether that's a tester of something or, uh,

Shona Chambers:

something small that just gives people a flavour of your business.

Shona Chambers:

So that's one way that I suggest to do that.

Shona Chambers:

Uh, and if it isn't in person, then you could maybe do it

Shona Chambers:

by your social media again.

Shona Chambers:

So, I think it's always so important to be giving value to people.

Shona Chambers:

Uh, nobody wants to be spammed, so they're way more likely to maybe listen

Shona Chambers:

to an Instagram live or a Facebook live and just decide at the end.

Shona Chambers:

Yes, I love this person's content, so I'm going to sign up to their email address,

Shona Chambers:

and that's why it's really important to just have a link in your bio that

Shona Chambers:

they can click and sign then and there.

Shona Chambers:

So I think people are much more likely to sign up to your email list, um, at

Shona Chambers:

a time when you are being engaging and interesting to them, rather than just

Shona Chambers:

having a box on your website and hoping that lots of people will jump on there

Shona Chambers:

and sign up because actually for me, that's probably one of the least ways

Shona Chambers:

that I get subscribers to my mailing list.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

That's really interesting.

Vicki Weinberg:

And I mean, I know for myself, and this will sound a bit cynical as

Vicki Weinberg:

well, that, but really you want to be getting something from it, whether

Vicki Weinberg:

it's like you say you like that person, you want to hear more from

Vicki Weinberg:

them, you want exclusive content.

Vicki Weinberg:

A lot of people I follow have content in their newsletters that

Vicki Weinberg:

aren't on social media, for example.

Vicki Weinberg:

Or it might be that, you know, as you say, you're getting a discount.

Vicki Weinberg:

Um, I know that most of the retail businesses that I sign up to be

Vicki Weinberg:

on their email list is because if I know if I sign up, I'll get

Vicki Weinberg:

20% off or, or whatever it is.

Vicki Weinberg:

Um, and I don't say that to be cynical at all, but I think that does work.

Vicki Weinberg:

And also hope, you know, the reason you've joined that email list to

Vicki Weinberg:

get that discount is because you are interested in in buying as well.

Vicki Weinberg:

And there's definitely been times where the only reason I've made

Vicki Weinberg:

a purchase is because I've signed up to list and got a discount.

Vicki Weinberg:

So yeah, I think that's something to consider as well.

Vicki Weinberg:

Um, and I'm also going to mention if you don't, if you don't mind Shona,

Vicki Weinberg:

that for people who sell on Amazon in particular, but I think this also

Vicki Weinberg:

applies to Etsy and other marketplaces.

Vicki Weinberg:

Um, another where you can do this, in fact you can do this when you

Vicki Weinberg:

sell anywhere, is to actually have something encouraging people to

Vicki Weinberg:

sign up within your product itself.

Vicki Weinberg:

Whether that's on the packaging, whether that's an insert.

Vicki Weinberg:

Um, I always recommend this to Amazon Sellers in particular because you

Vicki Weinberg:

don't get those customer details when you send out your product.

Vicki Weinberg:

Just have a little card in there that says, I don't know, come over to my

Vicki Weinberg:

website for 20% off, or come over to my website for this free guide that helps

Vicki Weinberg:

you make the most of your products, or whatever the thing is, and obviously

Vicki Weinberg:

that'd be different for everyone, but I think if you can give some sort of reason.

Vicki Weinberg:

You can do QR codes now.

Vicki Weinberg:

Someone only has to scan it to get to your signup page.

Vicki Weinberg:

Um, I don't know, my take on it is we have to be quite inventive because

Vicki Weinberg:

there are lots of people who want our attention and our email addresses.

Vicki Weinberg:

So I think you have to think about what we can offer that's valuable,

Vicki Weinberg:

but also maybe, yeah, valuable, but also maybe slightly different as well.

Shona Chambers:

Mm-hmm.

Shona Chambers:

Yes.

Shona Chambers:

That's a very good point.

Shona Chambers:

It's true.

Shona Chambers:

I mean, um, attention is time and attention are two of the most

Shona Chambers:

valuable commodities now because everyone is fighting for those things.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And so let's say we've got some people on our email list.

Vicki Weinberg:

Um, I don't know about you, I unsubscribe to lists constantly.

Vicki Weinberg:

So what kind of content can we send to people to keep them on our list, to keep

Vicki Weinberg:

them on our lists now that they're there?

Shona Chambers:

Yeah, I think this really comes down to understanding our audience.

Shona Chambers:

Um, so essentially the better that you know your audience and the people

Shona Chambers:

that you are writing for or talking to, uh, in your content, the better

Shona Chambers:

that connection is going to be.

Shona Chambers:

So, um, you'll probably know yourself that if you send out a messaging, uh,

Shona Chambers:

something that you have specifically thought about, the person who's going to

Shona Chambers:

receive it and think this is useful, I know that this is going to help people.

Shona Chambers:

So for example, for me, maybe I'm going to send out content, um,

Shona Chambers:

about, uh, things in the economy that people need to know about.

Shona Chambers:

You know, any trends that they might want to be aware of.

Shona Chambers:

So, uh, a recent article I read about was talking about the, with the, with

Shona Chambers:

the economy the way it is, people are still looking for those small treats.

Shona Chambers:

Um, so around the price of a lipstick.

Shona Chambers:

So, um, I was saying to people, you know, um, make sure you

Shona Chambers:

highlight for your audience.

Shona Chambers:

What is it you have that even if people aren't flush right now, even

Shona Chambers:

if they can't afford your 200 pound offer, what's your five pound offer?

Shona Chambers:

What's your 10 pound offer that people can still continue to, to

Shona Chambers:

sort of make that step towards you?

Shona Chambers:

And it often is a step towards you as well.

Shona Chambers:

If someone's prepared to buy a small something, then they're generally thinking

Shona Chambers:

that they'd like to do the bigger offer.

Shona Chambers:

So, um, I hope I've answered that properly, but I was just thinking about

Shona Chambers:

the fact that the more you invest in thinking about why am I sending this out?

Shona Chambers:

Why do people want this?

Shona Chambers:

Rather than just thinking, I want sales.

Shona Chambers:

You know, if, if all you want is sales, then people will get

Shona Chambers:

that vibe about your content.

Shona Chambers:

If you are helping, if you're giving value, then that is, you know, I

Shona Chambers:

would say how you get people to stop unsubscribing and stay on your list.

Vicki Weinberg:

That's really helpful.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

I think you're right.

Vicki Weinberg:

There has to be something in the email that you actually want to read or it just

Vicki Weinberg:

becomes more, more noise, doesn't it?

Vicki Weinberg:

And I, and I think you're right as well, it's definitely

Vicki Weinberg:

going to differ from business.

Vicki Weinberg:

Um, and in terms of how often we should be in touch with our email lists, um,

Vicki Weinberg:

do we have to email them every week?

Vicki Weinberg:

Is every month okay?

Vicki Weinberg:

Um, because I know, like I'm very aware that this is something else,

Vicki Weinberg:

but anyone who doesn't have an email address yet or hasn't been contacted

Vicki Weinberg:

regularly, this is another job I suppose.

Vicki Weinberg:

Um, so what are your thoughts on how often we need to be doing that?

Shona Chambers:

Personally, um, I like to do a weekly email, um, on a Friday if

Shona Chambers:

I can, and I like to set that intention for people as well, that I'm going

Shona Chambers:

to send them an email every Friday.

Shona Chambers:

Um, I probably haven't deviated much from weekly, to be honest.

Shona Chambers:

Um, That's been because that works for me as a frequency.

Shona Chambers:

For example, if you might be launching something, whether, whether it's a

Shona Chambers:

product or a program, and there's a time scale involved, then I can see that

Shona Chambers:

you might want to be sending out emails twice a day for a certain period, but

Shona Chambers:

then you want to stop because otherwise people are just going to go away again.

Shona Chambers:

Um, so I think it's fine to ramp up the frequency at times if there's a reason.

Shona Chambers:

Uh, otherwise I think weekly is fine.

Shona Chambers:

Now some people do a monthly newsletter and that can have a lot of value as well.

Shona Chambers:

Um, I think any less than that, and you might not want to bother

Shona Chambers:

because people will start to forget.

Shona Chambers:

Why did they join your mailing list?

Shona Chambers:

Um, and I have worked with people where they've actually been so worried of losing

Shona Chambers:

people that they don't mail out either.

Shona Chambers:

So, you know, there's, there's those, um, those kind of two opposing

Shona Chambers:

positions really, that people need to hear from you too, like you, you

Shona Chambers:

know, if you think about the content creators that you like, you know, part

Shona Chambers:

of, uh, the reason you like them is because you feel like you know them.

Shona Chambers:

So if they suddenly go away and stop contacting you, the next time

Shona Chambers:

you hear from them, a whole load of new people are in your mind.

Shona Chambers:

So you don't have that same link to that person anymore.

Shona Chambers:

So recency is really important with email marketing.

Shona Chambers:

Uh, so if anyone is sitting there with an email list of, you know, several

Shona Chambers:

hundred names that they haven't mailed this year, then that's not a

Shona Chambers:

useful tool in your marketing toolbox.

Vicki Weinberg:

I'm going to ask you what we do, if that is the case

Vicki Weinberg:

in a minute, if that's okay Shona.

Vicki Weinberg:

Um, but I'd like to come back to the frequency and, and what you said about

Vicki Weinberg:

setting the expectation, and I think that's probably really important because

Vicki Weinberg:

I think when you sign up to an email list, I think I quite like to know,

Vicki Weinberg:

am I going to get emails every day?

Vicki Weinberg:

Am I going to get emails every?

Vicki Weinberg:

Week?

Vicki Weinberg:

Um, and I've noticed that some of the bigger companies now give you

Vicki Weinberg:

the option to yeah, sort of how often do you want to hear from me or

Vicki Weinberg:

what topics do you want to hear of?

Vicki Weinberg:

And I'm not saying everyone needs to be doing that, but I think there is something

Vicki Weinberg:

in knowing that, okay, I get this email every Friday and there's certainly some

Vicki Weinberg:

now that I, if, if it doesn't appear in my inbox, I think, where's that?

Vicki Weinberg:

I usually get that on a Thursday or whatever it is.

Shona Chambers:

And that's great that they've, they've trained you to, to

Shona Chambers:

feel that way, really because, uh, it is, it all depends on how you

Shona Chambers:

see yourself, but obviously, uh, we all have our favorite media sources.

Shona Chambers:

So for example, I'll go, I'll say it, you know, I love Eastenders.

Shona Chambers:

You know, you'll find me, every time Eastenders is on, I'll

Shona Chambers:

be, I'll be listening to that.

Shona Chambers:

Um, you know, and people have those things where they know it's coming

Shona Chambers:

and they, they look forward to it.

Shona Chambers:

So, um, obviously the media love it when, uh, Eastenders isn't

Shona Chambers:

on because the football's taking their place and it will all be, oh,

Shona Chambers:

fans were in arms because of this.

Shona Chambers:

So, um, it's quite funny.

Shona Chambers:

Really.

Shona Chambers:

I don't feel that way myself.

Shona Chambers:

I can wait.

Shona Chambers:

Um, but we do have that, you know, um, response built up that we know

Shona Chambers:

it's coming and we get excited.

Shona Chambers:

So if you then let people down, they can feel a bit like, oh,

Shona Chambers:

okay, well that didn't happen.

Shona Chambers:

So what else is that business owner not going to do that they said they would do?

Vicki Weinberg:

That's a really good point.

Vicki Weinberg:

I didn't think of it like that, that it does give an overall impression of

Vicki Weinberg:

the business and the business owner.

Vicki Weinberg:

It didn't even cross my mind, but you're right.

Vicki Weinberg:

If someone's sort of a bit sporadic and you know, not very reliable or let's say.

Vicki Weinberg:

Um, yeah, I didn't think that, you of course you would naturally

Vicki Weinberg:

have that impression of them.

Vicki Weinberg:

And I also liked what you said about if there's something going on, it's

Vicki Weinberg:

okay to email a bit more frequently.

Vicki Weinberg:

So for example, if you have a new product launch, um, and you've

Vicki Weinberg:

decided you're emailing once a month, I don't think that anyone should

Vicki Weinberg:

wait until you know, to that monthly email to launch their new products.

Vicki Weinberg:

I think that if you've got something exciting to tell people, something

Vicki Weinberg:

that's going to be, well, something that's going to be exciting and

Vicki Weinberg:

relevant to them, maybe not to you.

Vicki Weinberg:

Um, I think you're right that as much as you have a schedule, it's good also

Vicki Weinberg:

to, to sometimes deviate from that.

Vicki Weinberg:

And so I wanted to pick up on what you were talking about before.

Vicki Weinberg:

So let's say, um, you have an email address, maybe I've quite

Vicki Weinberg:

a healthy email address and you just haven't emailed them in ages.

Vicki Weinberg:

What do you do?

Vicki Weinberg:

Because I, I can definitely see it's one of those things where the longer

Vicki Weinberg:

you don't email them, the longer you are not going to email them,

Vicki Weinberg:

because the worse it feels and you can just get in one of these spirals.

Vicki Weinberg:

Um, so what do we do?

Shona Chambers:

Well, I mean, people will talk to you about a re-engagement

Shona Chambers:

campaign, um, which simply means looking at your email list and looking at who

Shona Chambers:

hasn't opened your emails over a certain period, who's a frequent opener, and

Shona Chambers:

who, you know, um, sometimes opens.

Shona Chambers:

That's generally how they break it down on these tools.

Shona Chambers:

So you could, um, you could segment for people.

Shona Chambers:

So literally just take out, say a hundred names that haven't

Shona Chambers:

opened your last emails.

Shona Chambers:

Um, or, you know, uh, if it is the case that your entire list haven't

Shona Chambers:

heard from you recently, then you can start kind of nurturing them again.

Shona Chambers:

So I would say you want to think about your high value content and

Shona Chambers:

start to email out maybe once a week again, letting them know, right, you

Shona Chambers:

know, I've been on a pause and now you're going to hear from me again.

Shona Chambers:

So it's just setting those intentions over the next, uh, four to six weeks,

Shona Chambers:

you're going to get, um, a series of messages about, uh, a specific topic.

Shona Chambers:

So, uh, it all depends on what you do, but if you're a coach or um, consultant, it

Shona Chambers:

could be that your series of emails are going to be how to cope with Christmas.

Shona Chambers:

If you're a retailer, that kind of, um, theme, uh, or it could be

Shona Chambers:

something like, uh, how do you design, uh, a product, you know, if you are

Shona Chambers:

thinking about doing it next year.

Shona Chambers:

So, uh, it's maybe if you are a photographer, you're going

Shona Chambers:

to talk to people about booking in for weddings in the spring

Shona Chambers:

because you know that's coming up.

Shona Chambers:

So again, it's, here I am and I'm now going to be in your mailbox and I'm going

Shona Chambers:

to be talking to you about these things.

Shona Chambers:

The people, you know, don't want to hear from you anymore.

Shona Chambers:

We'll just unsubscribe and the others will start to go back to being an active,

Shona Chambers:

um, you know, person on your email list again, which is what you want really.

Vicki Weinberg:

And what about for product businesses?

Vicki Weinberg:

Thank you for that, Shona.

Vicki Weinberg:

But for product businesses, I think that can sometimes be a bit tricky because

Vicki Weinberg:

often people think, and we have, and I know people say the same thing to me about

Vicki Weinberg:

social media, um, sometimes it's hard to go beyond talking about your product.

Vicki Weinberg:

And I have this for, for example, um, when it comes to emails, whether

Vicki Weinberg:

it's re-engagement or any emails as a product business, what kind of

Vicki Weinberg:

content could we be sharing, whether to re-engage or, or keep people engaged?

Shona Chambers:

Um, well, I suppose your products may not change, but the,

Shona Chambers:

uh, time of year might be changing.

Shona Chambers:

Uh, the reasons people might need you are changing.

Shona Chambers:

So it's trying to think about you know, how can I, uh, position this in a

Shona Chambers:

different way each time I contact someone?

Shona Chambers:

Uh, most things do have multiple uses and there'll be multiple

Shona Chambers:

reasons why people need them.

Shona Chambers:

So I think it's just really trying to be a bit more think around the customer.

Shona Chambers:

Don't think from your point of view, try and think about them, and that is the

Shona Chambers:

best way to bring people back to purchase.

Vicki Weinberg:

That makes a lot of sense.

Vicki Weinberg:

So I guess depending who your product is aimed for, that might

Vicki Weinberg:

help direct your content as well.

Vicki Weinberg:

So I don't know like if your content, if your product is aimed at parents,

Vicki Weinberg:

I've seen quite a few, um, baby brands for example, share a lot of

Vicki Weinberg:

content, you know, some of their own, several other peoples' that might be

Vicki Weinberg:

relevant to parents, your sleep tips.

Vicki Weinberg:

Mm-hmm.

Vicki Weinberg:

And.

Vicki Weinberg:

I can't even think of another example because I'm sort of out

Vicki Weinberg:

of the baby product stage now.

Shona Chambers:

Same.

Vicki Weinberg:

Yeah.

Vicki Weinberg:

But um, yeah, I, I think I've, I think I've seen businesses do

Vicki Weinberg:

that quite successfully though.

Vicki Weinberg:

So share content that might not be directly related to their product,

Vicki Weinberg:

but it's things that their ideal customer would be interested in.

Shona Chambers:

Yeah, you can also collaborate with other

Shona Chambers:

people on what content you share.

Shona Chambers:

So you might decide, um, you know, if you've got anyone else that you work

Shona Chambers:

with, maybe you're going to share some content for them in your emails.

Shona Chambers:

It's still interesting for your audience, and you can hopefully

Shona Chambers:

get them to do the same, which extends both of your email reach.

Vicki Weinberg:

That makes sense.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And so my final question, Shona and this is probably quite a big

Vicki Weinberg:

question, is what would your number one tip be for how to market your

Vicki Weinberg:

products in particular via email.

Shona Chambers:

Well, I think one of the biggest things that people

Shona Chambers:

miss is, uh, the welcome email.

Shona Chambers:

So, um, I would say, uh, that is the email that the most people

Shona Chambers:

are going to open from you ever.

Shona Chambers:

Some people might leave after the very next one you send.

Shona Chambers:

So making sure that your welcome email is set up, ready to go.

Shona Chambers:

I still find it really shocking when I sign up to an email list.

Shona Chambers:

Then I don't get an email back right away either thanking me for subscribing

Shona Chambers:

and giving me, um, information about the company, um, or directing me to

Shona Chambers:

where that business wants me to go next.

Shona Chambers:

So it's a massive step that I think a lot of people overlook.

Shona Chambers:

So for a product business, I would say make sure that your welcome email

Shona Chambers:

directs people to the products that you want to sell the most in your business.

Shona Chambers:

And that may not be your most expensive one.

Shona Chambers:

It may be that you lead people through a nurture sequence, um, that

Shona Chambers:

showcases say, you know, four or five things that you sell, but it's

Shona Chambers:

making the most of that welcome email.

Shona Chambers:

Um, power is really important.

Vicki Weinberg:

That makes sense.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And I think to add to that as well, I know in some of the email platforms, so

Vicki Weinberg:

I'm using MailChimp and this probably isn't a new thing, but it's a new thing

Vicki Weinberg:

to me as I've worked out, but I can also, um, have custom thank you pages.

Vicki Weinberg:

So once someone's actually added their email address, it brings them to another

Vicki Weinberg:

page that says, thank you for subscribing.

Vicki Weinberg:

And while that's only a really small thing.

Vicki Weinberg:

I think for a products business, maybe you could direct people to a product

Vicki Weinberg:

or actually on the page, they don't have to come out of their browser

Vicki Weinberg:

into their email and back again.

Vicki Weinberg:

Um, but I just think having something that, as you said that says, thank

Vicki Weinberg:

you for signing up, just gives you a bit of confidence as well.

Vicki Weinberg:

But yes, I actually did join that email list because I've seen something

Vicki Weinberg:

that says I have, when you press a button and nothing happens, it

Vicki Weinberg:

doesn't always leave you feeling well, did I, did I actually do that?

Shona Chambers:

Yes, it's true.

Vicki Weinberg:

And then also, as you said, you're then more likely as

Vicki Weinberg:

well, I think, to forget that you ever signed up for that in the first place.

Shona Chambers:

Definitely.

Shona Chambers:

Yeah.

Shona Chambers:

You don't want to leave people not hearing from you really.

Vicki Weinberg:

Thank you so much and thank you for everything you shared.

Vicki Weinberg:

I think it's really useful because especially as we were talking, especially

Vicki Weinberg:

now, um, when small business, having to work really hard to get sales.

Vicki Weinberg:

I think if email marketing isn't something you've tried or perhaps it's

Vicki Weinberg:

something you've tried but have gone away from, I definitely think it's worth

Vicki Weinberg:

investing in and giving it another go.

Vicki Weinberg:

Thank you so much for listening right to the end of this episode.

Vicki Weinberg:

Do remember that you can get the full back catalogues and lots of free resources

Vicki Weinberg:

on my website, vicki weinberg.com.

Vicki Weinberg:

Please do remember to rate and review this episode if you've enjoyed it,

Vicki Weinberg:

and also share it with a friend who you think might find it useful.