Episode 43: 3 Ways to Leverage Your Email List

Learn the value of relationship marketing with Chris Davis.


The process of building an email list entails collecting email addresses from contacts who have a specific interest in common, often done by offering a free, interest-gauging resource in exchange for a contact’s email address. Explore three ways you can leverage this process with Chris Davis, Director of Education at ActiveCampaign.
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Chris Davis: Welcome to another episode of the ActiveCampaign podcast. I’m your host Chris Davis and [00:00:30] today it’s me. It’s just me on this podcast and I wanted to talk about the three ways that you can utilize your email list, your contact database for a lack of a better term. If you’re not familiar with the term, email list. What an email list is or list building, it’s a very common and popular theme, a strategy with digital marketing today. It’s the [00:01:00] process of collecting emails revolving around a specific interest. And you gauge that interest by offering something for free or very low value. List building usually is comprised of the following components. A free offering, a landing page or capture page and and an email system to automatically deliver your offering. [00:01:30] Those three things added some traffic, you need traffic too, said offering on a landing page to start capturing information of leads that are interested in what you’re offering.
The idea is that if you’re interested in what I have to offer, you’re probably going to be hopefully going to be interested in my product. That in a nutshell is list building. There’s a lot of teaching out there around [00:02:00] list building. In fact, we have a blog post on our blog where we have experts sharing their list building strategies. Learning how to build a list it’s not rocket science now. But what I’m finding is that people are not fully utilizing their list once they built it. That’s what I wanted to spend today on. I wanted to just quickly give you all three ways, three different [00:02:30] strategies or means of utilizing your brand new email list that you just built or your existing list. Some of these may be common to you and some of these, I hope, spark a new idea or some creativity around exactly how to leverage and utilize your email list.
I’m going to give them in a particular order that is more of a natural progression but by no means am I mandating these are the steps that you have to take. You can start out at [00:03:00] any strategy, you don’t have to use all of the strategies, I just wanted to highlight the strategies so I’m going to teach them in terms of a progression, a natural progression. Most people if you’re starting from scratch will probably go through list building process like this as far as leveraging it but as I mentioned, you’re not limited to using it in the steps that I’ve outlined.
The first one is this. You can use your email list, your contact database [00:03:30] to sell directly to your audience. First and foremost, you’re giving away a free offering, let’s say I’m fitness trainer and I’m giving away a PDF that shows you five workouts that you can do at home today to eliminate your stomach tomorrow. Wow, if only that was true, it would be the hottest training out there. But let’s say I have that to offer. What I want to sell to you, is I want to sell you my core [00:04:00] creator program. This core creation program is an extensive 30 days of core exercises to turn into that chiseled individual that you want to be. We’re going to start with these five exercises, for the sake of this example.
Now, I have this offering, this PDF offering on a landing page and when people come to that landing page they provide their email address and in exchange they get the PDF. [00:04:30] Now I have a list of people, this is my list, email list building. This is a list of people that I can reach out to via email and sell my product to directly, my core creator product. I’m not limited to email though. I can also use this email list to ask for information, maybe I captured their phone number on the landing page. Normally you’ll capture name and email. But maybe I’m capturing their phone number so I’m not limited to email, I can call them up too. Say, ” [00:05:00] Hey, just wanted to check and see if you got the five workouts. Are you interested in learning more? Are you interested in going deeper? Are you interesting in really eliminating that flabby, those love handles?”
The idea here is that is that I’m creating a list of people, of leads that I want to sell my goods to directly. That is where most people start out when you hear the term list building, that’s what it revolves around is compiling [00:05:30] or gathering or converting a certain amount of prospects to leads with a free offering so that you can sell your product and or services to them. That’s pretty standard. We all know that.
But let’s talk about the second strategy. This is a step of progression up. The level of complexity maybe a little more detailed. A little more advanced as far as marketing. The second strategy, the second way to utilize this email list [00:06:00] is to use your audience and influence to sell to bigger clients. Let’s stay with this same example. I have over 10,000 people that have downloaded my five workouts that you could do today to eliminate your flabby stomach tomorrow. Let’s say 100,000, I’ve got a lot of contacts. Now, I [00:06:30] also have a lot of influence ’cause these same contacts, they’re following me on social media, they’re sharing my content, they’re talking about me, they’re blogging about me so I built up quite the persona for my brand as a fitness trainer. But, I haven’t, I want to get on the radar of trainers who [00:07:00] are where I’m trying to get to. I want to get to there. I want to get there.
Or let’s say this, or I want to record, I looked at P90X and what’s the other one with Sean T? What is that? Insanity. I look at all of these home workout programs and I want one. I want one of my own. I want to instead of selling one off to consumers, I want to use my audience and my influence [00:07:30] to open up doors to a bigger company so that I could perhaps make a training that can be more widely distributed. If I go direct to the customer, they’re what I will call a smaller client. But now I want to go to perhaps Beach Body or some company similar, Billy Blanks, all of those, that’s what I want to do. So I’m going to take all of my influence and use [00:08:00] that to open up doors for bigger opportunities or bigger clients.
We see it all the time with YouTube stars. Have you all seen those videos where people on YouTube are singing a song and then they get discovered and all of a sudden they have an album or they’re on American Idol or somewhere? Or actors who have all of these miniseries on YouTube and then before you know it you’re like, hey, that’s the guy from YouTube is in a real movie. What did they use? [00:08:30] They used their influence. They used their influence and their entire database to open up doors and say, “Hey listen, it’s not just me, I’ve got over a 100 million collective individuals. If you add up my email list, my social media platform, all of that. I’ve got influence.” You can use your email list to build a bigger influence by leveraging other [00:09:00] mediums.
And how is that done? First and foremost, is using email to going to them to share. Hey, forward this email. Hey share this. Maybe when they click a link it goes somewhere and that page is sharable. Maybe you’re taking this email list and uploading it to Facebook to create a custom audience. Or Google AdWords, whatever advertising platform. To create a custom audience based on those emails and you’re putting your messaging in front of more people that are just like the ones [00:09:30] that you’ve acquired. You’re using your email database to expand your influence. To make it bigger. The bigger your influence, the bigger clients you can go after and the bigger opportunities you can seize. That’s strategy number two.
The first one is, we’re collecting leads to sell directly to those customers, now we’re using those customers to go and recruit more of them. [00:10:00] We’re using them for us to go and recruit and to find more of them. Then we’re encouraging them to share and build the brand in sense. In our influence and we’re taking that influence to open up doors to bigger clients and bigger opportunities.
The last strategy in this mode of progression would be to use your audience to identify the influencers for you. Let’s [00:10:30] think about this. Let’s stay in the vein. I’m a fitness trainer. I’ve got this big list and what if, let’s say, Billy, Billy Blanks is outdated. Let’s say, who’s, Tony Horton. He does a P90X. Let’s say Tony Horton, or let me just create somebody. Let’s say Philip Manwell. How about that? Philip Manwell, he has [00:11:00] this amazing 120 day workout program, he works with Ocean Body Productions that make amazing videos and he just makes a lot of money. Philip has a brother, a cousin, a PR agent, somebody close to Philip, guess whose email list they’re on? They’re on my email list as a trainer because they’re always looking for new talent. They [00:11:30] want to keep an ear to the ground with whoever’s out there making noise and has a really big influence because those are people that they can easily partner with and reach more.
If I have a collective influence of a million people, they know that if they reach out to me or do some form of partnership with me, they can get in front of a million people. This is more like a sponsorship strategy but it works either way. Now, [00:12:00] this person who is connected to the top trainer in my industry is on my list. He’s on my list. Or, they’re on my list. I can now, using strategies, maybe I send an email asking him to make me an introduction to the biggest name they know in the fitness industry. Not saying those are the exact terms but you get what I’m saying. I would send some form of messaging to [00:12:30] invite them to introduce me.
Or maybe they do it on their own. They say, “Hey look, I’ve been following you for six months, you’re content is amazing, I think you would do really well with Philip over here. Philip’s part of Ocean Body and he does this, this and that. I can make that introduction.” Now I’m leveraging my email list, I’m leveraging the connections of the leads I’ve gathered, I’ve collected. [00:13:00] I’m using their reach. I’m borrowing their reach and their connections to make bigger and better connections for myself.
These are three ways, three ways, you’re not just limited to just one and yes, we could go deep in any one of these strategies. In fact, you can argue each strategy could be its own podcast. I wanted to give these strategies to you all so that you can just [00:13:30] start thinking a bit more dynamically about your list building efforts. It’s not all about selling directly to the consumer. A lot of business models that works just fine. Ecommerce is probably one of those where you’re like, hey look, I do sell right to my customer and I’m fine. That’s perfectly fine. But when you start branching into more diverse business models like service based or particular products that you may sell [00:14:00] different types of partnerships. When you start creating a full marketing strategy that encompasses more than just direct selling to your consumer, these other strategies become very important. These other strategies become worth taking note of.
Just in summary, the three were one, sell directly to your audience that you’ve collected. That you’ve created. You’ve collected their email addresses, [00:14:30] sell something similar to what you offer directly to them. Two is, use your audience to build your influence. Use that newly built or that bigger influence to open up doors to bigger clients or bigger opportunities. You may not necessarily selling directly to them, in fact, we have a podcast that I recorded with Laurie Taylor [00:15:00] and she’s doing something extremely similar, theproducemom.com. You go and you get on her newsletter and it’s all about holistic living. Not holistic living but clean eating and healthy foods for our children. But she’s got millions of people that she reaches. Moms, children, that are interested in that stuff. She takes that influence and it opens up doors for her to speak on Capitol Hill and put legislation [00:15:30] and put healthy meals into our school system. She doesn’t sell a dime to the moms on the blog. It’s a good example of that. Using that email list to build your influence and using that influence to open up doors to bigger clients and bigger opportunities.
And lastly is tapping that list for them to identify your bigger clients or bigger opportunities. [00:16:00] Because you never know. I’m surprised all the time at the people who are on my email list. You just never know who’s on your list. If you never tap into that list and say, “Hey, would love an introduction to somebody who you think I should know. And in exchange for that I’ll give you X, Y, Z.” You’re not going to require or ask of somebody [00:16:30] to give you something, mainly their time, their most valuable asset without giving them something in return. So don’t be stingy and just ask, “Hey can you give me a referral?” Give them something of value in exchange for introducing you to someone in your industry that you’re not connected with that you should be connected with.
Some leads on your list would do it automatically. If you add enough value to people’s lives using email and other marketing strategies, they will. They’ll say, “Hey, I want to [00:17:00] introduce you to so and so. I’ve been on your list for a while, I’ve known them for a while and you two have so much synergy, I think it’s only right for you two to connect.” This is relational marketing. This is relationship based marketing. Where you’re not just focused on the product, you’re actually focused on building a relationship with your audience because they become a driving force to get you into bigger and better opportunity. [00:17:30] What happens? When you get bigger and better opportunities, they get more value. They get more value.
That’s that. I hope you enjoyed this podcast on the three ways, three strategies to utilize your email list. Three strategies for utilizing your email list. I hope that all three of them or one of them at least you can take away right now as one that you’re not doing that you know that you [00:18:00] should be doing now. If you are not subscribed to the podcast, please do so. We’re in Stitcher, iTunes, Google Play, SoundCloud, any mobile application that pools podcasts, we’re there. Make sure you’re subscribed and leave us a five star rating. Please go into iTunes, Google Play, Stitcher, all of those, leave a five star rating. Let the world know of the value that you’re getting from the podcast.
[00:18:30] Last but definitely not least, you have help everybody. If you are stuck at any point in your account or in your journey with marketing with ActiveCampaign, activecampaign.com/training is where you can go and sign up for a one on one. If one on ones aren’t your thing and you’re more like a self taught individual, you just want to figure it out yourself, that’s fine. Activecampaign.com/learn has [00:19:00] all of the guided content that you need to figure it out. You can use the search option fairly easily and find exactly what you need. If you want to join me live twice a week, I have office hours where you can come on live and ask questions about your business and the automations that you’re building and or thinking about building and have help. We are a company that offers so much help, it really doesn’t make sense for anybody to be stuck, [00:19:30] spinning their wheels and frustrated.
This is the ActiveCampaign podcast. The small business podcast to help you scale and propel your business with marketing automation. I’ll see you on the next episode.