What’s the key to sending emails that get opened and convert to leads and sales? How do you build a mailing list with real prospects who do care about your business? It may seem like a hard puzzle to solve, but the experts are here to lend a helping hand! Namely, Teresa Heath-Wareing, an award-winning international speaker, TEDx speaker, trainer, podcaster, and business owner, who recently joined the "Agents of Change" podcast to discuss all things Email Marketing. Here are some of the highlights:
On whether Email Marketing is still valuable: "Email Marketing now is not what it used to be 10 years ago. It’s not about sending a newsletter once a month and saying, ‘buy my stuff’. It’s another communication tool. How we use it is different. We have it on our phones. We look at it all the time, so it’s not like it was...
The difference with Social Media: "One of the reasons why I love Social Media is the fact that I can reach people that don’t know I exist. But where I have all the conversations, where I have the real deep, meaningful stuff is in the emails. And I’m a big encourager of ‘email me back’. And no matter how busy I am, my team will leave those emails there and I will reply to them again. It’s a two-way conversation, and email is no longer just a ‘buy my thing’, it’s a ‘you’re part of my community’. So I think it’s so important in our marketing."
Is it mostly about trust-building? "Yes, absolutely. For me, it’s add value, add value, add value, add value, have a conversation, tell a story... "
How to approach Email Marketing: "No matter the size of a company, I think it’s really important to show the personal side and show the story side. But instead of focusing on the person that’s writing them, focus on the person you’re sending it to... You really need to think about the person on the other end and the person on the other end needs to read it and go, 'Ooh, that’s me. Oh, you’ve just literally read my mind.' That’s what you’re hoping for, anyway."
Size doesn't always matter: "The word 'qualified' is crucial. If you had a list of 20,000 people and none of them paid attention or open the email, then it’s pointless. So the fact that they’re the right people are so important... You might get them on your list, but if you’re not delivering something good and you’re not providing them with the answer they thought they were going to get, then they’re pointless on your list because they’ve opened your thing and thought, well, that was pointless. And then they get irritated by your emails. So it’s about finding the thing that they really, really need help with, and making it as simple as possible."
On the frequency of posting lead magnets: "Make sure you are constantly having your lead magnet in your content. So it’s posting it, probably twice a week I post the lead magnet on my social media. And what I do, I tell people for each lead magnet you want at least three different images, three different captions. So, for instance, let’s say I’m going to post on every week, and I’ve only got one lead magnet. It’s going to be four weeks before you see the same thing again. So, ideally you want to mix it up and you want to mix up the captions. Because one thing might not attract them, but stating it in a different way or asking a question in a different way might attract them. I make it really obvious."
As we mentioned above, these are just some highlights from the podcast. So, if these are enticing enough, here is the entire podcast.
👉 Find out what Teresa Heath-Wareing can do for your business.