The Complete Guide to Unlocking the Power of Email Marketing for HR Consultants - Part 2

This episode is a continuation about leveraging email marketing to get quality leads desperate to work with you.

You'll discover:

• How to monetise your list so you can tap into the widely-reported email marketing ROI of $40 for every $1 invested.
• The one simple thing you should do BEFORE sending out any emails.
• The most important piece of email marketing - and how to ensure you never fail at it.
• What to write about to your audience so they see you as someone they want to work with.
• The options you have with your email marketing software - and what I use and why.
• Why you need a nurture sequence for new subscribers - and what to include in it.
• PLUS how to get emails which are perfect for your audience in less than 5 minutes.

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Transcript

00:00 Welcome to part two of email marketing this week We're going to talk about the options for email marketing software and their advantages and disadvantages so you can understand your options We're going to talk about how to manage your email marketing and get the most out of the emails you send and we're
00:17 also going to have an overview of what to send including nurture sequences and general emails Finally and perhaps most importantly we're going to look at how to monetize your list So get ready for part two of email marketing because things are getting serious
00:34 This is the marketing made easy for HR consultants podcast, a show to help independent HR consultants get a pipeline of perfect fit, high pain clients without expensive at this.
00:47 Time consuming social mediativities or energy. I'm your host, Mick Peninsky or for a pousalanger dream find a book which explains everything you need to know to get every sale and client you ever want.
01:02 And if that sounds interesting, make sure to grab your coffee from the influencer. That being said, let's get into today's show.
01:13 Hello and welcome to an over episode of marketing made easy for HR consultants. This week you'll find me on the beaches of Salvador, the former capital city of Brazil when the Portuguese landed here in the 16th century.
01:27 It's a charming town with great beaches and I spent the day yesterday on the beach working on my town. I had a six pack of beers in a cooler box with some ice whilst I read my books.
01:38 Currently I'm reading Shogun by James Corbel, a noise by Daniel Kahneman. He recently passed on, so RIP. He was a true genius and a pioneer of behaviour of economics.
01:50 On a more positive note I'll be exploring the old town of Salvador there which is a UNESCO heritage projected site and not beautiful in the pit.
02:01 Anyway, enough about me and what I am up to, let's get into part 2 of email marketing and kick things off with a look at what software it is.
02:12 So the first software I'm going to discuss is MailChimp. This is part perhaps one of the most recognized email marketing software solutions out there.
02:21 It's been around for a long time. Now, the Roy Manninger advantage is to it. It's got to use a friendly interface.
02:27 It's got a drag and drop email builder. That's the kind of thing you're looking for. There's a f free plan available for small businesses with basic email marketing needs.
02:36 And the advanced features, you know, they're the basics of like segmentation, automation and Airbnb testing. There's also integration with various third party platforms and there's all sorts of e-comm tools.
02:49 Now there are some disadvantages with the free plan, the ride limited features and functionality. Pricing can become very expensive as subscriber count grows and there's a lack of automation and personalized capabilities.
03:04 is coming. I've had to over platforms. Another consideration might be convert care. This is designed specifically for creators and bloggers with intuitive features.
03:15 There's a visual automation builder that create in complex email sequences. We'll next time. Thank you. And you can tag subscribers for easy segmentation.
03:24 There's also heavily customizable opt-in forms and landing pages. Again, some disadvantages. The pricing may be high for larger lists compared to other platforms.
03:35 There's limits. Today, be testing and reporting capabilities. And if you're looking to sell straight from your website, there is, you know, not the best e-com.
03:47 support system. Next we can look at. A constant contact. This has a lot of advantages as well, right? So there's a simple and intuitive interface, which is really suitable for beginners.
04:00 It's got a robust, robust, robust e-mail template library with customizable options. There's built in social media, marketing tools, cross channel promotion.
04:12 And there's strong customer support and educational resources in case you get lost. Now unfortunately the ride limited automation and segmentation features compared to other platforms.
04:23 Again the pricing can be quite high, especially compared to competitors offering similar features. And I've heard reports that people find me interface outdated compared to more modern platforms.
04:37 Now one of the last ones that I want to talk about is air webber. This is really easy to use with customisable email templates.
04:44 Again the robust automation features to create an email campaigns. There's an extensive library of security operations with third party apps and services and there is excellent customer support and educational resources.
04:58 Again it's not also in China realises. There are limited advanced features compared to more sophisticated platforms, pricing can be high and the interface this again you know it can be can be it being reported that it can feel outdated compared to some other platforms.
05:14 Finally we're looking at get response. This is an all in one marketing platform with email marketing automation, landing pages and webinars.
05:23 It's got a really user friendly interface with drag and drop editor with cray and emails, landing pages. There's advanced automation features with a visual workflow builder and this integration with econ platforms so and um, CRM system so if you.
05:39 You want to sell straight from a page or a keep up to date with what's happening then it's it's very simple to do.
05:46 Again the pricing can be high especially compared to basic email marketing platforms and some people might find the whole interface overwhelming due to the abundance.
06:07 Now these are just a few of the options available in the market and each has its own set of advantages.
06:13 It's essential to consider your specific basic needs, your budget, and your technical requirements when choosing the right email marketing software for your take advantage of free trials or demos to test out the platform before making a decision.
06:29 I use my old power. It integrates with my WordPress website. It's super easy to use, super easy to set open.
06:36 It has the basics which I mean. Which you basically just send in text-based emails. Does everything I need? And it's free.
06:44 So if you're only interested in sending out text-based emails and you've got a relatively small list then it will be free for you and I highly recommend it.
06:55 Okay, so you've decided what email marketing software to use. You've got it all set up in the background. You've got people signing up to your list.
07:02 So, what do you send to them? How do you make sure that you are getting the most out of your email marketing?
07:09 Well, the first thing you want to do before you start sending out any emails is segment your email list. So, these will be based on factors such as past interactions and buy-in behaviour.
07:21 All that good stuff. This allows you to tailor your emails to people's interests. This different audience segments and deliver more relevant and personalised content.
07:29 So, if you know that someone has bought from you before, they're more likely to buy from you again. That can, and then therefore that you can send them different emails to people who haven't bought from you.
07:40 Next thing you want to do is think about subject lines. The subject line is the first thing your subscriber sees when they receive your email.
07:47 So, make it attention grabbing, make it compelling, use clear and concise language that communicates the value of opening the email and sparks curiosity.
07:58 Experiment with different subject line formats such as questions, emojis and urgency to see what resonates best with your audience. You can also use websites to rate your email subject headers to get feedback before you even send anything out.
08:13 Now, every email that you send should provide value to your subscribers and save the purpose, whether it's sharing educational content, offering exclusive discounts or providing updates on industry news.
08:25 Make sure your emails are relevant and valuable to your audience. Avoid purely promotional content and focus on delivering content that solves your audience's problems and meets their needs.
08:37 Personally, I like to send out fun and interesting stories about what I'm up to or what I've experienced recently and they end with a relevant lesson for my audience.
08:47 If you're interested in what I send out that make sure you're on my mailing one of the other things to consider is to keep your content concise and scalable.
08:56 Attention spans, they're short, so keep your email. Easy to read. Use short paragraphs, use bullet points, use subheadings to break up the text and make it scannable.
09:07 Use clear and straightforward language that is easy for your subscribers to read and understand and avoid jargon or complex terminology.
09:15 Thank you for just turns people off and makes them not want to read any more of your emails. Every email that you send should include a clear and compelling call to action and that prompts you to subscribe it to take whatever action, whatever it's clicking the link.
09:32 download in a resource or making a purchase. Making sure your call to action stands out is key and you've got to make sure that it's easy to find.
09:41 Personally I like to include the call to action inside the email and then have it as a PS afterwards. If you're not sharing anything to buy or to download, you should be asking your audience to do something else.
09:52 Like consider the lesson you've shared or share the email with a friend or a colleague who might benefit from it.
09:59 The final thing. want to do is to regularly test and measure the performance of your email campaigns to identify what's working and what's not.
10:06 Test different elements such as email, subject lines, sender names, email content and call to action to optimise your emails for better results.
10:15 You can track metrics. Such as open rates, click-through rates, conversion rates, all that good stuff and even in unsubscribe rates.
10:23 And that's going to get the effectiveness of your email campaigns and make data-driven decisions to improve your results over by following these best practices, you can craft an effective email marketing strategy that resonates with your audience.
10:37 It drives engagement and achieves your email marketing objectives. And whether that's just to build the no-like trust with your audience, to get them to buy from you or simply to download your upcoming podcast.
10:50 Whatever the aim is with your overall strategy and each individual email, make sure there's something in it for your audience, but that you're also benefiting too.
11:00 Okay, so what do you send out to your audience? What do you send them these emails? Well, you have to choose the right topics.
11:11 Now before selecting topics for your email, marketing campaigns, it's crucial to have a deep understanding of your audience. Consider their pain points, their challenges, their interests, their preferences.
11:23 What information are they seeking? What questions do they have? What do they want to read? What will they find? What they find interesting?
11:31 By understanding your audience, you can tell your content to provide value and resonate with them. So when they see that you are sending them stuff their interests, them their educates, them their entertains them, they will develop a habit to, read more of your emails.
11:48 So in terms of what that looks like, maybe you want to start addressing common HR challenges. You know, as a HR consultant, your audience likely faces a range of challenges related to human resources like recruitment.
12:01 and play. The management, workplace culture, all that good stuff. So consider addressing these common challenges in your email content. Provide practical tips, press practices and solutions to help your audience overcome these hurdles and achieve their goals.
12:17 You might also want to- keep your audience informed and up to date on the latest industry insights, trends and developments in the hedgehog field.
12:25 Share articles, research reports, case studies that highlight emerging trends, innovative strategies and best practices. you know over all you want to position yourself as a forward leader by providing valuable insights and commentary on industry news and A final thing to consider when crafting emails
12:47 for your audience is to encourage audience engagement by inviting feedback, questions and comments from your subscribers. you can include in interactive elements such as polls, surveys and Q&A studies in your Q&A sessions in your email content to encourage participation and dialogue.
13:07 you know by fostering that engagement you can build stronger relationships with your audience and keep them actively involved in your email campaigns.
13:15 so yeah overall by following these guidelines you can effectively choose the right topics for your email marketing campaigns you can provide value to your audience and you can showcase your expertise in driving engagement and conversions.
13:34 When it comes to deciding what content to send out to your audience, one of the things not to overlook is a nurture sequence.
13:43 Now, nurturing new signups for an email list is essential for building strong relationships. with subscribers and converting them into loyal customers.
13:53 It sets the relationship off on the right tone, right from the start. So, immediately after someone signs up for your email list, send them a warm welcome email.
14:02 Use this opportunity to thank them for subscribing. Introduce your brand or business, set expectations for future emails, personalise the email with the subscriber's name and provide some valuable content or resource to kickstart the relationship.
14:18 Ideally that will be the lead magnet that they've downloaded. Speaking of which, deliver value to your new subscribers right from the beginning to demonstrate the benefits of being on your email list so you can share useful content, tips or resources that address their pain points, solve their problems
14:36 or fulfil their needs. You can show them why they should continue to engage with your emails and what they stand to gain from being a subscriber.
14:44 Personally, I like to send out initial emails that build the relationship right in the right way from the right from the start.
14:51 I congratulate them on getting a copy of my book or grabbing whatever download was offering, wanting to improve their world.
14:58 I then urge them to take action, because it's one thing to download something, it's another to implement whatever you've downloaded.
15:06 Then I look to manage their expectations right from the start by telling them the kind of emails they can expect from me, and I tell them they can unsubscribe whenever they want.
15:15 I tell them I only send out offers to buy things every so often, and then I focus on sending them content to build that no look and trust principle to try and get them to reply to my emails so I can start a conversation with them.
15:29 If you want to know what that looks like, then grab a copy of my book and you'll go through that sequence, and then the book will show you how to get your own version of the Nurture Sequence for your own audience.
15:42 Speaking about getting a copy of my book, the next thing you want to think about for your email list is how to monetize it.
15:48 Now monetizing your email list is a strategic way to generate revenue for your HR console. And ultimately it's the main reason for having an email list, right?
15:58 Remember the ROI, the return on investment of an email list is about $40 for every invest, for every dollar invested.
16:06 So make sure you are monetizing your list. That doesn't mean spamming your audio. But it does mean promoting your products and services because ultimately they help your audience, right?
16:18 And that's your job to serve your audience. So don't feel bad about promoting things to your audience because it's in their best One of the most direct ways to monetize your email list is to launch a product or service and create a campaign over a few days to shell it, share relevant content that moves
16:36 your audience to buy from you. To do that, craft a compelling email campaign that highlights the benefits and value of your products or services.
16:44 And then include clear calls to action to encourage conversions. If you want to know more about how to do that then you know grab a copy of my book from my website today because you'll get a copy of my first book for free.
16:56 And that talks all the about email campaigns to help your audience to buy from you. The next thing you might want to consider doing to monetize your email list is to partner with affiliates.
17:06 So by partnering with affiliates that allows you to earn commissions by promoting third party products or services to email us.
17:14 You can identify affiliate programs that align with your audiences and trusts and needs and choose products or services that you genuinely believe in and can endorse authentically.
17:25 Then create engaging email content that introduces the affiliate products or services and provide value to your subscribers and include those affiliate links or promo more codes for tracking conversions.
17:38 You may also want to offer a sponsor content or advertisement with relevant brands or businesses. So if you negotiate partnerships with companies looking to reach your audience and offer sponsored email placements or dedicated email campaigns, you can make sure that that's relevant.
17:57 and valuable to your subscribers and clearly discuss and make sure to clearly disclose any sponsored relationships to maintain that transparency and trust.
18:07 Next you might want to think about launching a paid membership. So you know by having a exclusion membership for your email list subscribers you can you can offer premium content perks or access to exclusive resources and exchange for recurring fee.
18:24 You can develop a tiered pricing structure with different levels of membership to create a better in needs and budgets and you can use that email marketing to promote your membership program, highlight the benefits and encourage sign ups.
18:38 Another idea about monetizing your list is to host webinars or virtual events. You can charge admission mission! You can use email marketing to promote these events and build anticipation and drive registrations.
18:54 You know by offering valuable content and expert insights during the event, you can create and deliver a memory for valuable experience and encourage future participation.
19:06 You might also want to consider creating and selling digital products like ebooks or guides or templates or online courses. You know identify the topics or areas of expertise that resonate with you.
19:18 If you're audience and then create high quality digital products that provide value and solve their problems. You can then use email marketing to promote these digital products by showcasing the benefits and that will ultimately drive sales.
19:31 I implementing these monetization strategy uh strategies effectively you can generate revenue from your email list while providing value to your subscribers and that also strengthens your relationship.
19:46 Thank you. Experiment with them, experiment with different approaches, track your results, optimise your strategies based on feedback and insights from your audience and that will that will maximise your monetization potential over time.
20:01 Now the final thing that I want to talk about in this episode is perhaps one of the most important things It's about creating the content to send out to your subscribers Now, personally, I love writing.
20:14 Sorry, bye. You might not like writing, or you might not want to. You might not have the time for it.
20:26 In which case, let me make things easy for you and point you in the direction. That means said, whatever it turns out for you, make sure to edit it because whatever content you're going to need to make it sound more you, right?
20:52 Chat GPT can be rather robotic or formal. And that might match your brand voice, so be sure to edit whatever it creates for you to be more on brand.
21:02 All right. Don't share any more information with you about that really. But I would say as a hint on a tip, you can give Chat GPT all the information you have and then say to it, what more information do you need from me to achieve XYZ goal?
21:16 Now which point Chat GPT will tell you what else it needs if anything? And that should help you get the best emails possible for your email marketing software exploring popular options like MailChimp, ConvertKit and Constant Contact.
21:42 We've also uncovered the eye of crafting effective emails. We've discussed the importance of segmentation and engaging subject lines. And we've also discussed sending value-driven content, compelling calls to action and resort orientated testing.
21:58 Furthermore, we've discussed the importance of selecting the right topics for your email campaigns, nurturing new sign-ups and monetizing your email list through various strategies like product promotion, affiliate partnerships, sponsorship content, membership programs etc etc there's loads of options
22:18 . So yeah we've covered a lot so don't be afraid to listen to this episode again. I'm last week's episode as well if you need to.
22:26 Remember, success in email marketing is pretty much the same as every other area, the area of marketing. It's about understanding your audience, delivering value and continuously refining your approach to concentrate on what works.
22:42 So hopefully you found these insights invaluable and you're going to start your email marketing with gusto. And finally, as ever, get marketing because without marketing there's no sales and without sales there's no business.
22:56 So get marketing.
22:58 Hey there, and thanks for listening to the Marketing Made Easy for HR Consultants podcast. If you've enjoyed the show, then please consider taking a moment to help us grow by sharing the episode with a friend or colleague.
23:12 Leave it a positive review on Podchaser.com and make sure to hit subscribe so you don't miss out on any of the upcoming episodes.
23:21 I've been your host, Nick Finenski, and if you have any questions or want to know more about today's topic, then reach out to me on LinkedIn.
23:29 I'd be delighted to hear from you. See you next time.
23:35 For this week's LinkedIn, what's hot or not, I wanted to talk about DMing people. This is a really important part of your marketing strategy and not a lot of people use it wisely.
23:47 Now, the first thing to say is that for me, you shouldn't pitch people your service immediately after connecting. At least give it a few days to let them see some of your content and some of your comments on their content.
23:58 But don't be afraid to get into a sales conversation, you know, pretty much right from the start. Ask their permission to pitch them if you must, but set the relationship off on the right foot.
24:10 You are on LinkedIn to sell, right? What's not hot on LinkedIn is pitching your services as the first start to the conversation or not pitching at all.
24:20 Don't be afraid of pitching your services. What you do helps people, right? So you're doing them a disservice by not asking them if they need help or asking them if they want to have a conversation about some of the problems you solve.
24:34 Equally, someone else will pick up that piece of business. If they're ready to buy and you don't ask about it.
24:39 So yeah, that's what's not hot about on LinkedIn is not pitching your services. So yeah, make sure to pitch your services on LinkedIn.
24:50 But what do you think? Do you pitch your services via LinkedIn? Let me know by reaching out to me on LinkedIn.
24:56 I'd love to hear your thoughts. I'm at Nick Peninsky and I'm the only one there so I'm sure you'll find me quite easily.
25:03 But anyway, that's it for this week's episode. Catch you next week.