How Build A Quality Email List And Then Turn Them Into Paying Customers Jill Fanslau

This week is another interview episode ahead of the Christmas period. In this episode, the very lovely Jill Fanslau has joined us to talk about email marketing. As the owner of a Weber, Jill has lots of experience when it comes to email, putting her in the perfect place to give you all of tips you need to succeed. We talk about how you should collect emails, how you should collect them and what you should be sending your list once you’ve started building it. If you want to start building or growing on your email list, this is definitely the episode for you.KEY TAKEAWAYS COVERED IN THE PODCASTYou don’t own your social media accounts but you do own your email lists. If Instagram or Twitter were to go down in the next week, where would that leave your business? You need to be smart about how your channels work alongside one another and drive your social media followers to your email list.If you’re struggling to see results with your email list, you need to ensure you’re cleansing and segmenting it. If you need to, let people CHOOSE what list they’re on. Ask them what they want to see.Although building your list is important, you need to be sure you’re actually emailing them. If you haven’t emailed them in a long time, be honest.Don’t be afraid to talk to your email list. You don’t have to only email when you’re selling. You have to be able to provide and bring something to the table without asking something in return.Humans crave stories so if you can weave those into your email, people will connect with you on a personal level.When you’re onboarding new emails, you should use a seven-email strategy. The first email should be a welcome email that should arrive instantly. Introduce yourself and let them know what they can expect from you. Afterwards, you should follow up with a story email as it starts off the likability process. If you don’t want to write a story, shoot a video.Your third email should provide more value. Next, you should send and agitation email that hits their pain point. Although it will make them squirm, you want to remind them of the reason they signed up to your email list. This should go out right before you pitch someone a product or solution.Some people may need a little bit of help making a decision, so this is where you will need to send a proof email. Whether it’s a testimonial, a case study or a review – people will experience intense FOMO if they’re missing out. Once you have sent a proof email, you need to send an ask email.The seven-email strategy can take one month, two months or six months.The best way to determine how long your emails should be is to test. It doesn’t matter what everyone else is doing, it matters what your audience want.Think about whether or not people will be opening your emails on their mobile, rather than their desktop.Link shorterners can cause your emails to end up in spam.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…No matter how big your list is, write to one person.HIGHLIGHTS YOU SIMPLY CAN'T MISSIntroducing Jill – 07:40Why Should You Use Email? – 16:00Is Honesty the Best Policy? – 22:30Emails Are Not Just for Sales – 30:10What Do You Say to Your Email List? - 34:50What Is A Seven Email Strategy? – 47:59How Long Should an Email Be and Should It Be Text Only? - 59:00Transcript below Hello and a really warm welcome this episode of the podcast. How are you doing? We are really close to Christmas so I should imagine if you are listening to this before Christmas, you are amidst of cards and present wrapping and decorations and all that sort of thing. As I record this, it's actually still the end of November so I actually don't know whether I'll be doing that myself.I have to say that my husband and I joke that if we didn't have children we would quite happily not have Christmas which sounds really mean. Actually one thing that is really interesting, prior to me having my own business, I loved things like Christmases and birthdays and having dinner parties and doing all these lovely things but you know what happens? It is little bit sad and I do feel a little bit sad about it, but what happens is you have your own business and honestly my brain never stops thinking about business, working on the business, doing things, thinking I need to check this, do that. Sometimes it just doesn't feel like it has any more space for anything else so in all honesty, I find it much harder now to do things like Christmas and birthdays and plan them as well as I would want to. I'm one of those people who loves that sort of stuff and I much prefer I deal with other people's birthdays and giving to other people at Christmas much better than myself.It's just really weird. Are you like that? I don't like my birthday so much. I much prefer to plan someone else's. I used to be really good at it. I used to make cards and I used to throw parties and I used to do really cool, thoughtful stuff and I would love to do that more. Maybe one day when the business is lots bigger and I can afford a bigger team that can do things more for me, my team is amazing as they are by the way, but obviously I would have them do way more if there was no budget constraints. Yeah, maybe one day that will come back and I can start throwing dinner parties again but at the moment, like I said, apart from having the children we would quite happily have no Christmas this year.The other thing I should say is obviously as you all know if you've been listening to the podcast, I have a stepson and then obviously I have my daughter and she spends one week with me, one week with her dad. We have to take it in turns so Christmas is, one year she stays with me and she's here Christmas Day and wakes up on Christmas Day here and then in the other year she obviously does that at her dad's. It's actually that this year, she's at her dad's on Christmas Day herself, so she doesn't get here until Boxing Day so we will actually have a very quiet and non-eventful Christmas Day but then Boxing Day will be our Christmas Day. There we go, just giving you a back story on my Christmas because I'm sure you absolutely needed to know that.This week, I'm doing another interview because I have been really good. I've batched so many interviews recently that actually I thought I would do two in a row and I wanted to do the solo ones over the Christmas period just in case you don't get a chance to hear them. Mainly because I feel bad like if you've come up to my podcast, and I'm not even sure this actually happens all the time but, of course Christmas and New Year I have seen a dip in the past in terms of downloads because people are busy, they're out of their routine, I guess if you listen to this one you're on the way to the office or if you do a morning routine or go for a walk or whatever. Obviously if you're not doing that on Christmas Eve and New Years Eve which are the two days the podcast comes out this year then that person is going to miss out if I've done an interview. That's why I've chosen to do solo episodes for those two because you can listen to me every single week so I'm not offended if you miss that week maybe. Obviously you might listen later so that's fine.Anyway, I'm going to do an interview this week. This week we have got the very lovely Jill Fanslau and I'm hoping I said that right again. It is Fanslau? Yeah. She has been in marketing for twelve years and she works for AWeber. She is head of content marketing but she has done lots of other things and she's been published by some of the world-renowned brands like Men's Health Magazine, Women's Health Magazine, and National Geographic Society.If you don't know, AWeber is a online platform that you can use to send emails. As you know, I have talked lots of times about systems that I use. I don't use AWeber and I have to say, because I get approached for people to come on the podcast which is super cool actually because it opens up people to me that I've never seen before, I might not know, I might not of thought they would want to come on, and it just kind of gives me a bit of variety and I'm really strict. I've had lots of requests for people to come on that don't fit with my audience, don't fit with you guys listening, and I really hope that people I do bring on do fit with you and therefore it's interesting and it helps you.When I was approached by Jill and she wanted to talk about email marketing and what she can do on them and advice around coming up with ideas for sending out emails and that sort of thing, I was like, "Perfect, perfect, perfect," however, I don't use AWeber so I was really keen to make sure that when we do this episode it was really focused on the content not necessarily platform and she was great. She was absolutely brilliant, perfect. Obviously AWeber is used by lots and lots of people. It's a very, very good platform. It just is one that I haven't used so I will link up and only Jill in the show notes as always. I put all their links in there. I will also link up to AWeber so that you can have a look at that if that's something that you think you might be interested in.Like I said, this episode is all about email. It's about how you should collect email, why you should collect email, why you should send emails, and then what should you be sending them? That, for me, is the question I get asked a lot because it's [inaudible 00:06:17] saving emails and collecting emails but if you don't actually email them, they're not going to be very warm when you do get around to emailing them. Normally, people only then email when they're trying to sell something or they need something. It all about...