Email marketing part one, how to grow your mailing list

Jul 7, 2023 | Marketing, Uncategorized

“Show Notes”

This week we are talking about Email Marketing, specifically how to grow your
mailing list. Next week we will look at what to do with your mailing list. Sam thinks
Email marketing is a no-brainer and explains why. There ii no doubt about it you
need a mailing list, it’s as simple as that!

Some of the many advantages that a mailing list will give you are numerous. It
gives you direct contact with all your subscribers. Your followers want to hear from
you, they already have expressed an interest as so are won’t think of your emails as
spam, but welcome information from a trusted source.

When setting up your Email Marketing, signing up to a reputable provider will help
overcome GDPR issues, they are trusted sources and are set up to make sure your
emails are being delivered. Some of the trusted providers we mentioned in the show
include

mailerlite

moosend

keap

studioninja

mailchimp

‘We discuss the legal basis for adding people to yuor mailing lst including what
“legitimate interest” really means and how you can and can’t use it to add
subscribers to your mailing lst.

‘Sam guides us through the values of having something for people to download – a
lead magnet. And a few trips and tricks to increase the number of subscribers,
such as running companions, building communities and more.

In this episode Marcus refers to Net walking – and you can find out more about this
here:

https://naturalnetwalking.co.uk/

“Show Transcription”

Marcus: How are you doing?

Sam: Good, thanks, Marcus, how are you?

Marcus: Yeah, I’m well, thank you. I believe you’ve been on the holiday, Sam, haven’t you?

Sam: Yes, been off to the beach.

 Marcus: Lovely. I saw the pictures that look lovely. Let’s hear about what you’re going to be talking about today, Sam.

Sam: Excellent. Thank you, Marcus. So today we are talking about email marketing. So we’re talking about mailing lists, yes or no? Which to me is an OD question, because I Don’t think it’s even a question, to be honest. We will have to discuss this slightly, but in my mind, mailing list, yes or no? My question is more, if you don’t have a mailing list, why the hell don’t you have a mailing list? Sort it out. So I was thinking, well, let me list the disadvantages, the advantages, and I Couldn’t really think of any disadvantages. There are a few technical things you need to deal with and stuff, but just get one, sort it out. So I’m going to go through now you know why you might want one. Go through a little bit of the technicalities of having one and how you run it, how you might fill it. And also then what do you do with your mailing list once you’ve got it? What do you send out? I think those are probably key things we need to go through. So the first thing I was thinking of is, what are the advantages of having a mailing list? And I think the first big one is that direct contact. If you’ve got social media, it’s great. You can put a post out there and maybe if you’re lucky, 10% of your followers will see it. Yeah, probably less. And they might glance it into the scroll past. They might not read it. Some of them might like and comment, some of them might do nothing, but most of them won’t even see it. They won’t even know you’ve done it. Okay? If you send them an email, it will arrive, give or take, in everybody’s inbox. Every time your name is appearing in their inbox, even if they don’t open it, even if they don’t read it, your name is there. That’s just a reminder that you exist. And if that reminder comes in at just the right time, when they’ve just gone, oh, just look to my website. My headshots a bit old. I’ve aged a bit since then and I’ve redone my hair. That’s perfect. It didn’t even matter then what your newsletter said. So it’s direct contact, regular with your subscriber list. It goes pretty much to everyone, even if it’s deleted. You’re seen you’re serving trusted contact, they’re on your mailing list for a reason. They want to be there. So most likely they do actually want to read it. They do want to engage with it.  So you’re sort of delivering it. You’re already trusted when you’re sending it not like with the social media where you’re kind of building that trust. That trust is already there, so you can kind of take stuff to the next level. And it’s easy to sell them on social. When you’re on social, you’re trying to build a following, you’re trying to engage with people, you’re trying to make those first contacts. By the time they’re on your mailing list, you’ve got that trust. You can’t just sell to them constantly because they won’t be interested and they’ll sign off. But you can get the selling message out there much better. It will be listened to much more and be much more well received because they are people who already know, like and trust you because they’ve got mails through before. They’ve probably already been to your website, been on your mailing list, maybe met your networking, so they’re kind of more trusted people so you can send stuff to them. So, yeah, loads of advantages to having a mailing list. Just sort one out. Technically, a couple of things you need to do. One, use a mailing app. Yeah. Do not send stuff on Outlook and things. Some people do, it’s a disaster. Okay. There’s a couple of reasons why you must use an email marketing app. One is GDPR. It deals with all that stuff for you. People can unsubscribe and weird things going in the background that deal with that, so just let them deal with that. Two is email reputation. If you send group emails from your normal email address, just through Outlook or something like that, you will get spam email reputation and your emails will stop being delivered to your customers and everyone else. It’s a disaster for you and your email address. Do not do it ever. Okay? And number three, delivery. The email marketing apps are really good at getting your emails delivered, much better than your standard email address. The people at MailChimp Move, send, all of the others, spend lots of time talking to the mail providers, making sure that their email newsletters get delivered and get through the spam filters, and they spend a lot of time on that. That just, yeah, you can’t achieve by yourself. So technically, you must use an email app. There’s lots of mail out there, I’ll be honest, very few of them provide anything free that’s worth having. You usually have to pay, but often things like MailChimp, which is probably one of the most popular, the starters free, but it doesn’t do a lot for you. But the one that’s actually useful is only, I can’t remember, $5 or maybe $12.There’s two levels at the bottom a month. Not a huge amount, but they’re just essential. Which one do you use? Marcus?

Marcus: Well, it’s funny, I’m making notes of this quite judiciously here because I’ve really only recently adopted email marketing. I used to use, as you mentioned, or I tried using Mail Light. Was it mailer light. I’ve had a lead magnet that people have downloaded and I’ve collected a load of email addresses, but I’ve never really used it anyhow. I’m just at the moment, working on a new CRM system. I used to use Studio Ninja before, which is a really popular one with photographers. Do you know that one?

Sam: Not when I know.

Marcus: Okay. It’s quite a popular one.I’m going to one now by a company called  Keap, and I’m working with one of their developers on a package that’s perfectly suited for commercial photographers. And as well as doing all the invoicing stuff, it does the email marketing, all in one package, all in one place.

Sam: There are refusing to do that. Like HubSpot. Like Zoho. There’s quite a few out there do those all in once, and yet we’ll put links to all of that in the show notes. So you can go and take a look and I’m sure Marcus will happily give you more details. I tend to recommend a couple for my customers. One is MailChimp. The simple reason I recommend MailChimp is because it’s kind of the big boy of the playing field. Most people use it when you’re using other apps. Be it, say, you’ve got a membership of your website, or be it you’ve got a shop, an online shop. If they’re going to integrate with one system, it’s MailChimp they integrate with. So it’s quite useful in terms of because it’s kind of the default everybody provides. It’s easy to sync with lots of other services. So I think that’s quite good for my customers. I also, for smaller customers, recommend Moose End, which is kind of a small player. That is partly because they used to do a free deal, but it’s no longer there. But there’s lots of options.

Marcus: One that I’m working on, Sam, I’m bringing it into. I’ve only got one system I’m d with because I did have all these other ones and some free options, can only and stuff like that, all in different places. But with this new app that I’m developing on this new software, it’s all going to be in one place. Your contact, your email marketing newsletter.

Sam: Yeah, no, it is really good to have that. I think the reason some people don’t do it is usually when you’re starting out, it’s probably at a higher price, but as you say, once you’re a bit more established, it is much easier.

Marcus: Yes,

Sam: I do find I’m moving. Okay. The next thing is really, if you’ve got a mailing list, how do you fill it up? Because an empty mailing list is not much use to you. So how do you get people into your mailing list? Now, first of all, we’ve got the GDPR thing we need to think about .So we need consent? Yeah, we need consent of people to be on the mailing list. Now, there’s a couple of sides to that. One is that somebody’s ticked a box and put their name in a form. Great .They have consented. They’ve ticked the box to say, I consent to be on your mailing list. The other one, which is a bit more wooly, is what’s called legitimate interest. They have shown interest in your service so you legitimately can add them to your mailing list. It’s a bit wooly, that one. I mean any of your customers, you can definitely add to your mailing list. They’ve got a legitimate interest in what you’re offering. They’re buying from you. Absolutely Clear. With leads, it’s a little bit more difficult. But if somebody has been in touch with you and said, I am interested in photographs, Marcus. You can send them information then about your photography. They’ve shown a legitimate interest in your services. That is perfectly fine. If Marcus say you had a business on the side. Fruit and veg  shop. You can’t start emailing about the fruit and veg shop because they showed interest in photography. That’s not a legitimate interest. Does that make sense? So if you’ve got a wide variety of things in your business, you might need to tweak a bit. What do you send people? If it’s legitimate interest? But legitimate interest is valid. You are supposed to keep note of that because theoretically, somebody could come along and say, why is that person on your mailing list? You don’t have tick box consent. And you can say it’s legitimate interest. Here’s the email. Whether someone’s going to ask you that? I don’t know. But you’re supposed to keep those records. I’m not sure if anybody does or how worthwhile it is. But you don’t just bung a load of people in there and say legitimate interest. Do. Use it carefully. And sensibly. But then once you’ve got that so how do you then fill your mailing list? So there’s a few things we can talk about. One is what Marcus? Alluded to the free download, the free giveaway, the free appointment on your website. And normally the way you do that is you give something that’s valuable to your customers that were in your website, and to get it, they fill in a form. And effectively, the form is actually a subscription form for your mailing list. And when they fill in that form, your email marketing program automatically sends them an email with the free being. But the form has a tick box saying, I agree to being on the mailing list, whatever it is. And they’re on your mailing list. That’s one way to get them. You can have a sign up to your mailing list on your website, but you’ve got to sell that well, because if you say to people, would you like more stuff in your inbox? People say, oh, for God’s sake, no. So you’ve got to kind of sell that. Well, in fact. Like more stuff in your inbox. People say, oh, for God’s sake, no. So you’ve got to kind of sell that. Well, in fact, I think you did it quite well, Marcus. Do you remember off the top you had what it says on your website?

Marcus: No, not quite.

Sam: It’s talking about exclude join me I can’t the exact wording. But you’re giving the idea that it’s like an exclusive club. I think on become a VIP member, the Fbrp membership, you’re tempting them with something. It’s not just, would you like a newsletter? Because the answer generally is no. So, yeah, the way you sell it is really important there. Like I said, adding your client list and regularly updating new clients into there is really good. That’s part of my procedures. One of the things I do when I get a new client is they go on the mailing list. That’s automatic can if you have networking one to ones again, do they have a legitimate interest afterwards? The simplest thing is probably in your one to one. Make it standard to ask them, would you mind if I added you to my newsletter list? I would probably ask if they’ve been really interested in what you say. You could probably add them anyway, but asking is the simplest. You can also buy contacts for newsletter lists. Perfectly legitimately. Obviously go to the reputable providers, but there are really good reputable providers out there that you can say, okay, I want a list of small retailers in this area of Nottingham, and you can go and basically buy a list. So that’s perfectly possible. And a lot of the GDPR stuff has got round with that because it’s company emails rather than people. So GDPR doesn’t apply to businesses, it only applies to people. But there’s also permissions in there too, sometimes. But talk to the providers. Lots of them are really helpful, really knowledgeable, really know their stuff. So that’s another way you can do it. Competitions is another way. When a competition and to enter, they’ve got to go onto the mailing list. That’s really good. And yeah, regularly look at your leads. Look at your leads and go, okay, who can I legitimately now move onto my mailing list? So there are a good few different ways there that you can start to fill your mailing list.

Marcus: I think it’s a slow build, isn’t it, Sam? It’s a slow build, yes. What’s great about it is you own that mailing list. I mean, I’ve invested a lot of time on LinkedIn and these days Instagram as well. But really there’s no mailing list you can get out of there on LinkedIn. Very few people have got their emails on there and Instagram, I wouldn’t even know where to start.

Sam: I think the best way there is you build that community, like you say on LinkedIn and Instagram, and then you put something on your website, the free download, the whatever it is that’s really tempting to that audience and send them there so that then those that are really interested will fill in the form, get the free whatever it is, and you’ll have them on your mailing list. So I think that’s definitely the way to move them, to build that community in social and move them to your mailing list through something tempting that’s really valuable to them.

Marcus: Got you. Well, as you say, it’s timely information, especially for me, Sam, because it’s something that I’m spending, it’s something I’ve always avoided in the past. I’ve always a bit icky and a bit salesy. But when I look at my own inbox and the way I interact with it, with people’s newsletters that are sent to me, or email marketing, it does work because you open it up, you look, you read it and they’re lodged in your memory

Sam: that’s it there’s. The two sides. It does work like that. And also, just like they said at the beginning, the fact you’re in someone’s inbox, even if you don’t read it, it’s just reminded someone you exist. I’ve on many occasions got work where somebody’s replied to a newsletter and when you see what they’re replying, it’s nothing to do with what I wrote in the newsletter, it’s just the fact I popped in their inbox in the right time while they’re thinking about something.

Marcus: Yeah, good stuff. Well, you’ve confused me to really get mine sorted out and carry on working in developing this new system I’m doing. Sam, there’s been some brilliant information in there and I’ve been making lots of notes. I’m really looking forward to diving into this a bit further, but can you summarize it for us, please?

Sam: Yeah, of course. So I think mailing list, yes or no? I don’t think it’s even a question. Yes. Lots of advantages to it. Make sure you technically set up correctly so you pay for a if you can find a free one, great. But you use a proper mailing app, a newsletter app. Do not try and do it on your normal newsletter list. Make sure you’re complying with GDPR in terms of getting people on your mailing list and make sure you think about how you are going to get people on your mailing list. It is not going to grow by itself. What are you going to do to move people from social, from other places you know them, and get them onto your mailing list where you can really talk to them more directly, make sure what you say to them is delivered and are able to talk more about sales. Good. Now, we were going to talk about what to do with your mailing list, but I think we’re tight on time. So should we maybe bring that back in an episode or two, Marcus, and have that as an episode?

Marcus: I think that’s a great idea. That’s a great idea. Yeah. We are running out of time, unfortunately. It’s coming to the end of the show. And of course, at the end of the show, it news of the day. So this week I’m actually looking at a piece of camera equipment, which is something really I’m not a big ticky person on camera stuff, but nevertheless, this news item caught my eye and it is pentax are bringing out a DSLR camera that is monochrome. It only shoots black and white. Yes, that’s right.

Sam: Can I ask you a question Mark?

Marcus: Why they’re not the only ones like also do it as well. They bought one out a few years ago that only seeks black and white. Apparently the quality is somewhat better, the sensor is more attuned to those frequencies.

Sam: If they’ve just got a black and white sensor, they’ve not got the three color sensors in there. So effectively it could be higher quality because they’re just getting the dark and light. Marcus: Exactly. I mean, it’s not a cheap piece of kit, but yeah, I mean, I have to agree with you. Why? Because all you have to do really is switch your camera onto black and white mode and you can see a black and white JPEG on the back of it. And then later on when you edit it, you can do a lot in the dark case, you can do a lot on your editing process with black and white. So, I don’t know, ten times out of ten, nine times out of ten, you’re going to be out there photographing in black and white and think, oh, I wish I had my color camera with me.I don’t know, maybe it’s got its uses and fans, but yeah, that’s my news of the day.A black and white camera only suits black and white.

Sam: Right, Marcus? That’s great. Been great to talk to.

Marcus: Thank you. That’s been great to talk to you, Sam. And yeah, look forward to seeing you on the next show.