[00:00:00] Mia Fileman
Are you tired of empty promises and stolen ideas? Me too. Got. Marketing is a podcast for marketers and small brands who want real talk and clever strategies without the bs. Running an online business is hard, but everything gets easier when your marketing starts performing. I am Mia FileMan, your straight shooting campaign loving friend here to talk marketing, running a business, pop culture, and everything in between.
Let's dive in.
Hello, friend. Today we're gonna talk about one of my favorite things, email marketing. I am a mom, you know this, and all marketing channels are my children. But like many moms, I do have a favorite child. And my favorite child is email marketing, and that's because it delivers. The best return on investment than [00:01:00] any marketing channel, better than search, better than socials, better than paid.
Email marketing has delivered the best bang for buck for the last 10 years in a row. However, just sending emails doesn't guarantee success. Right? You need to. Send the right emails. You need a strategy like all marketing. Email marketing also needs a strategy. So today's episode, I'm gonna run you through what your email marketing strategy should cover.
Let's dive in
one, how will you use email marketing? Now if you are thinking, Mia, I'm gonna use email marketing to make money. That's not the answer that I'm looking for. Okay. What I'm looking for is how will you deliver value to your audience through email marketing. So let's break this down. What goals will email marketing help you achieve?
What role will email play in your marketing mix? Is it a primary or secondary channel, for example, and what level of investment, and I mean time as well as money, [00:02:00] are you prepared to make, to make email marketing successful for your brand?
All right, number two, who are you targeting? What specific customer segments are you going to target with email?
How will you allocate your entire audience? Into segments or groups. The thing about email marketing that makes it so successful compared to something like social media is that you can send the right message to the right people at the right time. Whereas when we think about Instagram, it's a one to many broadcast channel.
You've got no choice, but when you post, it goes out to all of your customer segments. Or none of them, depending on what the algorithm is doing on a particular day. And so there's a lot of wastage. If you've got a particular offering that doesn't appeal to everyone and you share it to Instagram, there will be wastage.
There doesn't need to be any wastage with email marketing. If you use good segmentation. Thinking about the segments. And the tags is a really important component of [00:03:00] your email marketing strategy.
Number three, what content will you send? What kind of emails? How often are you gonna send regular edms? Are you gonna do email sequences?
Will you send email campaigns? Will you do all three? And where in your week are you going to find the capacity to do this? Because sending one email every three months is not going to deliver the ROI that I spoke about at the top of this episode. And I want you to think about what funnels you will require for each of your separate offers.
The most important thing when it comes to email marketing is that you send emails that people wanna read, just deciding you're gonna use email marketing to make sales, and using your email marketing as a channel where you promote your offers, that is not going to be a recipes for success.
AD
Does your marketing feel like guesswork? Be honest. Join Marketing Circle the membership for female [00:04:00] entrepreneurs who wanna nail their strategy, boost their creativity, and create marketing that actually pays off. No cookie cutter templates and broken dreams, just practical marketing, training, mentoring and support To help you grow your business, you'll work directly with me, a legit marketing expert, and tap into a brains trust of clever business owners who bring their expertise, ideas, and support to the tape.
We are capped at 45 members, so apply to join today.
Alright, step four in your email marketing strategy is managing your email list. How are you going to build your list initially and continuously? What is going to get people onto your list in the first place? Are you going to use a lead back net? Are you gonna run a paid campaign?
Are you going to use your organic social media channels to drive people to your email list because you own that channel? And how will you retain subscribers on your list? Because if [00:05:00] every email is promotional and I'm looking at you, every e-commerce brand on Z Planet, you are going to get staggering high unsubscribe rates.
So how are you going to keep your people? On the list, what actions are you going to take to maintain deliverability and list hygiene? Because dirty lists, old lists, lists that have not been cleaned are not great lists. Your emails are gonna end up in spam or the dreaded Gmail promotions tab, and then you are on a fast track to failure with your email marketing.
And how are you gonna manage? Inactive subscribers. So people who have opted onto your list, but who haven't purchased, who haven't clicked, who haven't opened, who don't reply, and how are you gonna ensure compliance to Australia's or international spam laws so that you don't end up with a hefty fine.
And step five of your email marketing strategy is around tools.
What tech and tools will you use? To implement your [00:06:00] strategy, what systems and processes will you need to have in place to execute your email marketing strategy? So look, long story short, before you decide I'm gonna start using email marketing, and you get a subscription to MailChimp or Klaviyo, and you just start emailing on a whim basis.
Please go and think about the things that I've mentioned in this episode around building an email marketing strategy. Who are your emails for? How many emails will you send? What will go in those emails that will excite people and that will draw them closer to your brand? How are we going to nurture them through to a sale?
And what tech and tools are we going to use? To achieve this on a small business budget. Now, here's where the shameless plug comes in. I have a course called Nail Your Email Marketing Strategy. Over 200 people have completed this course and given it five star reviews, and it steps you through how to build an email marketing strategy.
I talk you through how to build your email list. How to keep it clean, what kind of emails to send, what [00:07:00] tech and tools. I recommend everything that you need to make email your most profitable marketing channel because it absolutely is mine. This is not about whether you use GL or Active Campaign or Kajabi.
This is platform agnostic. This is about marketing strategy, and then I do. Also give you some recommendations on tools. So check out nail your email marketing strategy and let's make email your number one best performing marketing channel.
Strong opinions are sexy. The female gaze, is this a trend, a tactic, or just the tables turning?
You've probably heard of the male gaze, the way women have been portrayed in media filtered through a hetero male lens, objectified and idealized. Well, the female gaze is having a moment, not just in film and art, [00:08:00] but in marketing, take NZ cheap cars. It features young men posing suggestively and dancing.
Totally flipping the old school bikini model on the bonnet trope. It's cheeky, it's deliberate, but is it empowering or is it just inverting the same problem? Does flipping the gaze subvert it or does it just repeat the same objectification with new bodies? In the NZ Cheap Cars case, it works because it's over the top.
It's parody, but there's a risk when brands do this lazily and they just swap the gender and think that's progress. Here's my opinion. You need to figure out what your audience thinks. My opinion doesn't actually matter to you unless I am your customer. NZ cheap cars needed to go and ask their audience how they feel about this, and if they think that this is all in good humor and all in good fun, then great in marketing.
We are not trying to people please and be all things to [00:09:00] all people. The answer about whether the. Female gaze is acceptable or not acceptable, resides with your customers and your audience. What do they think? Do they think that this is acceptable? If they do, then go for gold. If they are going to be pissed off about this and feel that it is the same problem with just a role reversal, then you need to know it is your job as a marketer to understand what your customer wants.
Well, that's a wrap on today's episode. If you've got any questions about email marketing that you would love for me to answer, please send me a DM and I will include your question in an upcoming Ask Me Anything episode until next week. See you. Then.
I've started a Substack a, the ideal companion to the podcast.
It's packed with. Extra insights, visuals, and nuggets that didn't make it into the episodes. Plus, you can revisit past editions anytime. If you want more or just prefer to read, you'll love it. [00:10:00] Plus, it's a place for us to connect. Want the backstage past to Got Marketing? Subscribe [email protected].
Thank you. You listened right up until the end, so why not hit that subscribe button and keep the good marketing rolling. Podcast reviews are like warm hugs and they're also the best way to support a small business. You can connect with me, Mia FileMan on Instagram or LinkedIn, and feel free to send me a message.
I'm super friendly.
