Ep 109: Get Strategic About Growing Your Email List

Ladies, welcome to this episode of The she is extraordinary Podcast. I am here with my good friend Christina Etheridge. Hey, Christina. Hey, how are ya? I’m well how are you? Good. Ladies, I want to introduce Christina. I met her two years. Was it more than that? Oh my gosh, time flies. Yeah. Well, I I spoke two years ago in April. So
before that, yeah. Wow. Okay. So Christina is all things, email, all things email marketing. She’s the founder of leads and leverage. And she’s all about helping entrepreneurs, double your email open rates, which, you know, remember not too long ago, when there would be gurus out there telling you emails, dead email is so far from dead. So I’m excited to go deep with Christina on this. And besides helping you get really terrific open rates, she is a strategist, a business strategist and a speaker. So welcome.

Welcome, Christina. I’m so excited to share you with my listeners. I know excited to be here. Awesome. Okay. So first, you know, let’s start with your background. And what led you to be this expert on email marketing?
laziness, right? Let’s just put it right out into the thing. I’m lazy. And I don’t like to have to do more than I need to do to achieve a results. So the whole idea of like, priddis principle, the 8020, you know, spend 80% of your energy on the 20%, that’s going to get you 80% of the results, you know, blah, blah. So, it really is laziness. So, or efficiency and effectiveness are better words for thinking Yes.

But it is truly like I started in. So I actually started we when I was 14, I had just turned 14, um, my dad is like he is a serial entrepreneur. And at the time, he was just kind of he’d been looking for his thing. Like he had tried everything looking for a thing. And I was like, we need to start a sticker. sticker store. I call it a sticker store today. And that was when stickers were on the roll. Like they were on the roll and get him on the rolls and everything like that. And he’s like, Okay, show me. And so we did. So that’s what we did. It was actually called the sticker shop. And we had balloons and plush animals and all this kind of stuff.

And so I was 14. And we launched the store, like literally started this store. By the time I was a senior in high school. And I actually graduated a year early. So three years. We had a chain of four stores, and I was the regional manager at 17. Wow. And so yeah, because it was my idea. And my and I loved it. I mean, like I was in high school. It’s not me. I mean, I mean, it was me. I had good friends and all this kind of stuff. But I just I was like I’m in the real world. And then when I graduated from high school, I delayed college for two years. And because I wanted to do the stores, and then it was like we were sick or retail. Retail. Yeah, we got sick. I mean, you basically don’t have a life from about the end of August, until after Valentine’s Day. And then it starts right back up again. Around Mother’s Day. And then anyway, so it’s just it was we hated it.

Yeah. This is back when retail really, like people were in malls people were did all this kind of stuff. This was in the late 80s, early 90s. Um, and I just aged myself. But anyway. But then it was like, okay, and we’re like, we’re gonna just my parents were like, do you want the stores? And I was like, No, I really don’t like retail. Like, I love this experience. But I don’t I don’t like retail. I’m like, okay, so we liquidated them, I went to college got a degree in entrepreneurship and marketing. And then my dad got into real estate at the time. And he was just like, I like real estate so much better because people don’t complain over a 30 cent sticker. I mean, like, you know, it’s $100,000 house at the time anyway. So I was like, okay, so I got out of college and, and he was like, I need help marketing, and lead generation. And I’m like, okay, and this was 94. So 95, I put us on the web. And that was that was really like we were the eighth real estate site on the web in our interstate.

So it’s like, there were not a lot of people on there. And of course, you know, he’s old school or not, whatever. He’s, like, do it now stuff and I’m like the What can I do now that’s gonna get me results later, and then pile on top of each other and I didn’t recognize that back then. But we started on the web, January 95, September of 95, we sold our very first deal from the web. And when that person came in, they literally contacted us two weeks later, brought in cash, like to the closing to buy this property. And my dad looked at me, he’s like, I’m sold. This was the easiest transaction we’ve ever had. Let’s do more of this.

Yeah, yeah. So from that point on, it was just, I was like, Okay, how do I bring these people in? How do I stay in contact, there was no blogging back then where you could update stuff. And so I use email. And that’s where I really kind of started like email. I don’t want to Dornoch, I don’t want to cold call, I want to contact me. And of course, email was, it wasn’t considered a burden for people back then. It is now so you have to approach it differently. But you know, we, you’ve got mail, we were so excited to get mail.

Remember that? Yeah. So it was that whole process. So that’s really where it started. And then in the interim, it’s also an element of direct response marketing. I don’t know if you’ve ever heard of that kind of stuff. But in the interim, I also started a professional organizing business. So I was doing all of the lead generation email, etc, for real estate, but we moved back East where you are right now, for a couple of years for my husband’s career. And I was like, Okay, I can keep doing this remotely. And I want to do something else, too. So I launched a professional organizing firm. And so I did initially, snail mail, direct response marketing, but brought them into an email list, because email is free to use to connect with people sold the firm, two years later. And like, it was to a point where I was like, on the NBC station locally, etc. Like it was that fast. It was, it shocked me how fast it was. But you know, this was the early 2000s.

So it was just how I was using email and how I was doing it. So then we moved back here, really dove into more aspects of the real estate growing it, we went through the you know, the crash, that everybody talks about the crash, and we survived, and we survived really well, because we had an email list. You know, we did go from doing 640 sales houses house sales a year to about 125. That’s a big drop. Yeah, most real estate agents went out of business. So that was like, that was the saving grace for us was having this long term email list that I had been connecting with and communicating with. And then in the, you know, right around 2008, is when I got on Facebook. And I love like, I took the Facebook like fish to water.

It was teaching agents how to blog, I was teaching agents, websites, I was teaching agents on Facebook. And then in 2012 2013, sorry, launched another business while doing real estate. And this was teaching real estate agents how to do what I was doing. So I’ve done all these things. And I think that’s what I spoke at your thing for was was for Facebook for real estate agents. But then about two years ago, three years ago, now, I was in a mastermind. And there was a wonderful person I love her to death. If you have not interviewed her, you might want to Jennifer all would amazing here on the channel or on the show. She is an amazing, she’s a believer, she speaks she has a an annual conference. She’s just wonderful. We were in a mastermind together. And we were talking about some things regarding business. And I was like, you know, I’m just kind of done with real estate. I’m done with. There were just some things that I was done with. And I feel like I’m spinning spinning my wheels in this. And so she was kind of like, Well, okay, what about this?

What about that, like different things that I talked about? And randomly, we were talking about something she was struggling with? She’s like, I’m really struggling with our emails. Like, I’m not sure what to do get people open to get right. So and so I just started asking her questions. She had no idea about my expertise in email. I don’t think I actually recognized it at the time. You know, I didn’t recognize it at the time. And so she started just asking questions, and, and we use the same system, which is ontraport. And so she’s like, well show me inside there. So I go to show her something. And she sees my dashboard that shows how many emails I’ve sent, what my open rates are, and what my click through rates are. And she’s like, Wait, what? And I’m like, what, and she’s like, even 90% open rate, you sent 4 million and this at the time 4 million emails.

I’m like, Yeah, I mean, I just talked to my let me just talk to my people she’s like, so she opens a curse. And it’s like, like, it’s low. It’s low, like Now the averages are in that 20% range. And she’s like, Girl, this is where you are. This is your expertise. Now you got to figure out what you did to get there, why it’s working for you, etc. And that’s what’s taken me the last couple of years to really fine tune and go, okay, it’s definitively It is these things that I’m doing that’s doing it. And the funny thing is, is they’re very unsexy. The variance I think everything is the basics and everything you know that like that foundational basics are not sexy.

Yeah, but they work and they work. Excellent. Yeah, it’s quite a story and I just want to point out two things that strike me beyond your extraordinariness. Okay, number one, your story of starting, you know, I don’t even know how many jobs how many businesses? I think that happens so much. I myself, I’ve been a serial entrepreneur. I think I’m, I think at least seven.

Yeah, yeah. Yeah. And so I love that. I mean, I really think that we are like minded and so many women, especially my listeners will definitely agree with that. And kind of smile at the fact that hey, I’m not even in there. At some point. Did you have a certain point? Because I hit a button there. Oh, no, that wasn’t one of them. I had done Southern living at home. You know, all kinds of stuff like that. But anywho um, that was number one. And number two, that you didn’t recognize your special something? Yeah. Yeah. You know, it wasn’t even until the last two years. I felt like I’ve lived in this weird dimension, um, most of my life, that I’m like, how do they not see this? Like, what if something that was so obvious to me was not to other people. And so I really started I mean, I knew what my if you’re not familiar with the disc profile is I know what my disc score is. It’s very masculine. I’m a very high D, very high. I like no s. It’s very, so I masculine energy, I guess you would call it so I do. Like, I I scare people. I have a lot of energy. And so it, I think it overwhelms some people great on camera.

So I’m like, I found my niche, right. You can’t be on camera. But, um, but I did that. And I did, of course, the Myers Briggs and I did the enneagram and all this kind of stuff. But I took something called Clifton strengths finders, but a year and a half ago, year ago, a year ago, because it was right before the, you know, what, and in 2020. And what it helped me realize was that my number one inherit, what I was born with, strength is strategic. And that strategy and no strength is wrong. But what it helps me recognize is that Yeah, I do see patterns and processes. And I, I feel like it’s almost like a puzzle. I figured them out faster than most people. And so I see the pathway faster than some people never see it. And so when I because I thought I was like, why do I know? Like, why did I know what to do with Facebook ads? Why did I know what to do with my Facebook page? Why did I know what to do? Aside from all the trainings and certifications that I’ve gone through? And I know what to throw out? I’m like, nope, that one doesn’t work. Like how did I come to that? And that’s, that was a piece of me recognizing and living into that.

Yeah, you do have this thing. Not everybody has it, they have other things and own it be confident in what you recognize to be the truth. And that I think was the hardest for me. To really because i would i would step back a little bit if somebody else came out said something or I’d be I’d be like, no, that’s wrong, but I wouldn’t I wouldn’t publicly sorry, that’s wrong. When I should have been because I’m talking online courses when I’m in an online experts space and people ask me about something. I’ll just go okay. Because I don’t want to diss the other person. So there’s a way to do it without doing that but that’s what I was dealing with.

Um, about that and there again, okay, I want the name of that strength test. Yeah, the Clifton strengths finders.
It’s Clifton seal if t o n strengths finders I might I know I have the book over there. On My Shelf, I can get it for you. Say that you’re a high D that’s totally me. And that whole masculine energy, masculine meaning you’re more assertive, right? less afraid. Right? Yeah. You don’t necessarily speak up all the time because of your feminine side. We’re like, Oh, I don’t want to make anybody feel bad or whatever. So that is on the the room that I’m in or the space that I’m in and, and is this an okay time for me to really let people know who I am and what I believe in not like so it’s, I have to be careful because the way I present I can be pretty.

I’m not diplomatic. I’m just not. And my husband is very diplomatic. And we always joke about that, because I’m like, is this a situation that needs directness or diplomacy? And he’s like, diplomacy, so he doesn’t or directness me, it just kind of depends. But it needs your sound is can’t hear you. There you go. There we go. I can hear you. Okay, cool. Okay, I don’t know what that was. But you said, You’re saying I think my husband and I have a very similar personality breakdown. Alright, so we know, based on what you said, You are the email expert, for sure. I don’t know anybody getting 90% open rates, okay. I’m not getting 90% open rates. Okay. But before we go there, if anybody has any doubt, as to why email marketing and growing your email list? The number one reason I have is because if you’re relying on social, you’re like, You’re, you’re on rented land. And that’s very dangerous. Do you want to speak to that briefly?

Yeah, that’s a huge, so I’m just on there’s actually there’s like a, there’s a couple main big reasons. But the big one is, is that any, you don’t have any social networks have come and gone. In the last 15 years, I mean, my space, I’m queasy. Most of these I’ve never been on, I was on my space, briefly. Um, creepy. Vine, I can’t remember half of them that are gone now. But they come and go. And so when you invest your energy into a platform, and you’re using that platform to actually get sales, not to build your list, if it goes, it goes, I mean, for example, the big, you know, big influx of people to parlor, not that it ever had time to actually become something big. But if you were using that platform to grow your audience, or to just sell on, you’d be bummed right now, because you couldn’t sell it’s gone.

The same thing with even Google doing a blog or something like that, you know, it’s changed from when I first put out stuff, you could find it no matter where you want. Now, it’s like, all the different iterations of the algorithm has changed. But really what, like, everything has come down to is you have to give real value, you have to stop gaming the system, and it takes time. And so and I think that’s what we don’t want to do. But aside from that, even if you’re having a successful Instagram, and you are selling and you’re like, dude, emails that I sell more on Instagram, let me just tell you a little something about some numbers that are out there for you to find. And you can google these Instagram itself has about a 1.22% reach, which means that if you have 1000 followers on your Instagram,
1.2 of them, 1.22 of them will see your post. at its worst, if your email open rates are at the horrible 18 to 24% average, you have an email list of 1000 you got 180 to 240 people seeing your email, comparable things much better reach huge and more people buy from email than from social and I realized that we’ve got ads on social and everything like that.

But social is a longer game and you need it, you need it to build your list. But if you look at the return on investment, the ROI email has a 44,200% return on investment that means for every dollar you invest in email marketing, you’re going to return $42 and that’s those are the average numbers. If you’ve got an online business for every active subscriber that you have, it’s a one to $5 per month average annual revenue. So you have some numbers and metrics to go by whereas social is just an Instagram has the biggest reach Facebook is like point nine 4% and Twitter’s like point four or something and then I might have some of those numbers Instagrams at the biggest and then Facebook is is isn’t that less than 1% because I don’t have the numbers right for me, but it’s it shocks people when I show them like this is real data.

This is real stuff and yeah And just like you said, you say it’s really not sexy. I mean, now we can insert this cute little gifts or pictures, but somehow it feels more special or something. When we, you know, we’re so proud when we make that story or we make that post and we’re thinking, Okay, look what I did. And somehow it just doesn’t have that same feeling when you push go on the email. But that’s what we’re here to talk about today. So we’re going to talk about, Oh, go ahead. Sorry, one more thing, too. A lot of the younger generation, I’m 50. So there’s lots of people younger than me, but a lot of gin, millennials, and Gen X and Gen Y. Like, I never look at email. And the problem is, is they they’re basing their business, their lead generation for their business based on an activity that they think that they don’t do. But they do look at email, they do the data shows, they don’t use it the same way the Gen Xers and baby boomers do not at all, however, they do still look at their email, and they do still use it. And so that’s where it’s my biggest key takeaway here is stop putting everything that you should you think you should be doing for your business through your lens. Because how you do things or not do things is not how everybody else does things and don’t make the decision based on gut use the data, that’s a, I have to throw that out there because that’s where it shows that email kills it.

I love it. A little bit of a wrinkle as you were talking here, the darn internet, but data data data. Okay, so as as Christina said, just because you think we heard Oh, my ideal client probably isn’t going to look at emails, no, no, no, don’t trust what some guru says, look at, like, what studies over time have said and the studies, you know, reveal, you need to have your list that you own this email list. Alright, so now we’ve convinced the listeners that they need their email maybe be using on a regular basis. So let’s let’s go here, what tool? Do you recommend that our listeners get started on? Let’s say they have like an email list of less than 100? And they feel like they’re starting out from zero? What do you recommend?

And right off the bat, I recommend mailer light, it is free for a list of less than 100. It is simple to use. It’s, it’s going to do the basics of what you need. Now, why do you need a tool, because there are laws you have to follow to send email, I know you get tons of spam. And if you have a Gmail account, you know, you get tons of spam because you see the spam filter. But there are laws that we have to abide by. And if you’re legitimate, and you’re sending email, from your own email, like you’re trying I know a lot of like, especially real estate agents, they’ll just like copy people’s addresses, email addresses and put them in a BCC and send it off. Like that’s gonna get you find and it’s 10s of 1000s of dollars per fine. You don’t want to do it, it’s just go get the free tool.

Really easy. They also keep you in compliance. So that was is that it? It is Yeah. With that, is that is that like, is that like another MailChimp or something different? Um, yeah, so I don’t recommend MailChimp anymore. I used to, and I can we can talk about why but I don’t recommend it. But yes, it is a it’s a lite version of an email marketing system that makes it easy to use, and it works with you. I mean, it’s pretty decent and pretty works with you pretty well. So that as you move up, you get bigger eventually you would need to pay after so many email addresses, but it’s normal. It’s like $10 or $15 a month to start and MailChimp I don’t recommend because they pulled a policy change. Number one, they’re very clunky now they charge you if you have somebody in there and multiple lists, they charge you each time you have a mentalist, but also they pulled a they decided that they have the sole discretion at their sole discretion. That is their wording to cancel your account and not give you your list of names. If you’re putting out content that they don’t think should be put out.

Oh my goodness, we’re censoring a private company, they can do whatever the heck they want. It’s it’s it everybody, everybody sensors. It’s just that they’re blatant and putting that out there and I’m like, Oh, so if you have a survivalist business if you have a health so I This was particularly where I was recommending if you’re in the survivalist space, or the prepper space if you’re in the health space because if you don’t if your information doesn’t comply with the FDA guidelines, like people who are keto or carnivore or intermittent fasting, they’re getting vilified. Even though they’ve got data and studies, if you’re in the religious space, especially anything Christian, that could be a problem. There was a couple of other spaces that were I mean, it’s not it’s not persecution, it’s just any space that doesn’t align with the whatever their narrative is. So and know that others another none that I’ve seen in their terms of service, say it like that. It’s more like they say, what we don’t allow, we don’t allow gun sales. We don’t allow network marketing or MLM, or we don’t allow this, like, they’re very specific, what they don’t allow you to see it. And you know, okay, cool. I can talk about keto, or I can talk about God or I can talk about whatever. Um, but MailChimp is like, they have those. And then at their sole discretion. It’s a pretty hefty paragraph, and it’s like, yeah, you know, Nelson Nelson. And I think that is persecution of Christians in order to house their target, everybody.
It’s, yeah. Anyway. Alright, so mailer light will be a email service. Service. Yeah. Like ontraport. Yes. Right. So so why would you recommend mailer light as opposed to ontraport or keep or Infusionsoft because it’s just so user friendly and cost effective?

Well, you said a list under 100. So I’m assuming that somebody who’s starting out, and they just need to really get their feet just start getting their feet wet and get going. So if you’re beginning and you just need a tool to get going, grab mailer light, if you know you have a list of over 1000 or more, that’s what I recommend ontraport and I know other people recommend other things, but I do not recommend Infusionsoft it is clunky, it is hard to use unless you hire an expert. And it’s expensive, and they nickel and dime you. So everything you need, like they charge ontraport literally has it all. They’ve got a shopping cart, they’ve got landing pages, they’ve got your email, they’ve got SM, they’ve got text, they’ve got some direct mail stuff, so they’ve got it all. But their foundational basics or foundational core is email. Um, and so if you’re over 1000 people, then I would go to ontraport. It’s going to be more expensive. So I don’t recommend that in the very beginning. Unless you have the capital to start with that.

Yeah. And so just just to wrap this up, so mailer light, is there a point when you would say, I don’t recommend it? Is it the 1000 threshold or Max, so that if you have 1000, you know, it’s not quite as clear as that. But yeah, if you’ve got a bigger list, I would go to ontraport. It’s also do you need other things? Are you going to want to create a course or a membership site? Or do you need a shopping cart? Or do you need also landing pages, usually when people get Merlo like, they find that they’re eventually also going to need something like lead pages, like opt in pages? And so that’s what I’m like, Okay, if you already know that from the beginning, just go to ontraport? Because they have it all. on there.

Okay, so that’s the tool. So how do we, ethically and legitimately grow our list? How do we get people to raise their hand and give us their info? So, um, well, I mean, I can be funny and say, you just need to, like, shout it from the rooftops. But there’s, there’s all kinds of different ways. But generally, overall, you want to make sure that the people that join your list are people who want to join your list. And when I say that, I mean, do not add people to your list, don’t go through your email, my emails, open to your note on there, but don’t go through your email and just add people that you’ve talked to, to your list. Don’t go, you know, have people just kind of opt in, like, not opt in, but like you’re at a live event. And whenever we can have those again, but you’re in a live event and people give information and you just add to your list. Number one, they didn’t they don’t want to be on your list. They didn’t ask they’re not interested. Don’t do it. Number two, it’s actually illegal. So you want to make sure that you have an opt in record for each person who opts in if you have a store a bricks and mortar, or you do like home shows or RV shows or things like that, and you have a bowl you know that thing where people opt in with their information.

Make sure that on there it says we’re going to add you know, add you to our list, check here, whatever the and keep a photocopy, like copy all those because if you get into any legal problems or keeping digital company copy, if you get any legal problems, especially with your email marketing provider, like mailer light or ontraport, you can show that yeah, these people opted in. So then the other way to do it is typically people don’t give a crap of sorry, that’s my bad word. I say it a lot too much. But people don’t give a darn about a newsletter, or sign up for my newsletter or sign up for my email, or they don’t care about that. You got to think of what’s in it for them. What’s in it for me? What could you give them, to bribe them, it is a bribe, to entice them. And to make them willing to hand over their email address to get the thing that you’re giving. That’s often called a lead magnet, or a an ethical bribe, or, you know, a freebie or a download, whatever that is, for you. So whatever that is, you need to have something that entices people to want to be a part of your email community. That’s how you get them in.

That is something that I feel so strongly about too many women, they know they need this freebie, right? know that in order to get my email list to grow. I’ve got to come up with something amazing that my ideal client absolutely craves, but they overthink what that is. This is a little bit off. Yeah, so So do you have what’s your best advice in getting this one amazing craveable got a habit freebie thing. So there’s two directions, you can go from this. If you already have a course, or a membership, or a live workshop or something if you already have this asset that you do, you’ve sold etc. Take one of the most popular downloads or handouts from that course, or workshop or whatever that people love. Because it gives them a quick win or a quick feeling of satisfaction that they’ve got it. There’s a freebie. So if you’ve already got this stuff, grab your most popular, there’s your freebie and it’s contextual, meaning when people opt into it, then guess what their next course of progresses, you’re going to lead them right into your workshop or your membership or your course. Now, if you don’t have anything yet, like you don’t have this, you know, you’re going to create it. The first thing I would do is the very first thing I did, what 10 years ago was I was just like, you know what I I, I was working with real estate agents, or I had a real estate company. And I was helping real estate agents free at that point. And all of them were asking me, how are you traveling the country in a motorhome and running your team remotely. And so I was like, okay, so I put together, I don’t remember this, like 76 online lead generation techniques of top real estate agents, I took all of mine to gold and other people’s and I just did that now, that was popular. It wasn’t contextual to what I was ultimately doing, which was teaching them how to use Facebook, it was kind of, but it was popular.

But then as I I and I started my list, so whatever you got start your list. But then I grew into the business and ended ultimately my best opt in ever ended up being the Facebook Page Setup checklist for real estate agents. It was a checklist, super simple, gave him a win and gave them an idea of what they needed to do and etc. So the whole point is, it’s a win, they have to get a win from it. And you think microscopic step, it’s small. Right now I have the perfect email template. And that is because people are like, I don’t know what to send in my email. So I created a template. I was like, why don’t I just create a template of exactly what my emails contain. And that’s what I did. So it you know, subject line and body and blah, blah, blah. So I have that. And it’s one page. It’s one page, but it’s a template that people can look at, and then go Oh, is my email look like that kind of it’s a win. So super simple win. Don’t write a blog post and treat it like a lead magnet as far as that kind of lead magnet. Like I’ve seen those but you the lead magnet has to be valuable. It has to be something that they probably aren’t getting somewhere else, at least from your perspective or your experience.

I love that. And I love number one. And along those lines, think about as Christina said, a quick win, you know that you’re summarizing what other information is out there, but in a way that makes the person say, Oh my gosh, shoot. Now I can read this, for example, and I could recreate my Facebook, business page bio and feel wonderful. Or you’re great. I can review my email, the body, the subject line. How’s it look? So I love that. All right. So what else can we talk about in the way of email lists? I just had a thought that went out of my brain. Oh, I had a question. I heard and I think this is right. That as in addition to growing your list, you need to pare it down sometimes meetings Say bye bye to those that really aren’t active. Yeah. So can you speak to that because I think that’s a step that many are afraid to like, hit the delete button.

So it’s what if you think back to the beginning of this episode, I said active your active email list. And that means people who have opened, clicked or replied, any one of those, in the last 90 days, those are active email people, anybody who’s not done any, any one of those three things, at least one of those three things in more than 90 days, they’re inactive, and they need to go Bye, bye. And so the way this is all related to deliverability, and algorithms and open rates, and of course sales. Ultimately, if you’re not actively or I honestly, I think you should do something that’s automated, you should have something in your system that ontraport does this. I don’t know if mailer light does it automatically or not. But you just set up something that, okay, literally runs every day. And if somebody hasn’t opened something or done those things that are considered active, it just kind of moves them aside, it doesn’t delete them, it just moves them aside so that they’re not getting your main emails. Because the more emails that you send out, and the more people that are not opening them, it’s not just a matter of those people not opening them, it actually affects like Google, Yahoo, AOL, Hotmail, they all go, oh, they’ve got 1000 people on their list, but only 200 people are opening their emails, ooh, we’re gonna, we’re gonna hold back, and we’re gonna hold back and not deliver as many emails.

So those 200 people that might be active, they’re not as less of them are going to get your emails unless they’re going to open because of the negative anchor of the inactive people. So it’s, it’s a big deal. It’s not just the people who aren’t opening, it’s an anchor that you want out of there. So I wouldn’t delete it. Sorry.
That is so interesting. Because it’s counterintuitive. Yeah. Somehow. And also, it makes you think this whole AI algorithm thing they know too much like, yeah, you know, but alright, so so I can’t believe we’re coming down here, like the time crunch. So let me ask you just a couple last minute questions, because like, I could have gone for another hour, I think this is gonna be talking inside your membership with your VIP people. So that’ll be so if you’re not in that, and you’re watching this, you might want to get in that. So Atomy, or the upcoming social media marketing beach retreat, which I’ll be talking about later in the outro or the intro. Alright. Oh, how about a quick tip for getting our emails opened? How can we increase that open rate? Just a quick, simple tip? Well, it’s always subject lines. I mean, that’s what everybody thinks it’s subject lines, but your subject I’m gonna have to give to you. Because they play off of each other, the subject line needs to be more personalized. And I do not mean their first name, I mean, use personal pronouns, I, you, me, she they like like, it’s a conversation.

So your subject lines needs to be personalized in that way and a conversation. And whatever you send in the body of that email, it better deliver on the promise of that subject line. And if that subject line has a blatant promise in the statement, it better deliver that in the email. If the subject line has an implied promise, a promise of a feeling, or an energy, your email needs to have that feeling and energy in it. What happens is you can get all the fancy subject lines in the world that you want. But if people caught like three or four, it only takes three or four times, they feel like, Oh, I’m not that that wasn’t what I was expecting, or that’s not what’s being delivered, or that’s not they stopped opening your email. So you train them not to open your emails. So the subject line is important, but only insofar as you better follow up with at least the feeling the energy, the verbiage of what you promised in that subject line, you got to deliver.

Seems like that seems kind of logical. But we don’t think about it sometimes. Okay, so you mentioned earlier an email template freebie, and I’m wondering if you could tell my ladies and I’ll have the link in the show notes. But is that something that they can access as well? It is, yeah, it’s the perfect, perfect email template.com. And that is literally I it’s a one page super easy. I tell you kind of what your subject line should be like, what your body of your email should be like how many words you should have in it, like what you should lead with? What should be in the body, the PS, a lot of us have things in the PS and in our signature that actually inhibits delivery. So our deliverability so that’s a big deal. It’s like things like, okay, I’ll just tell all those social media links for all those places that you’re on social media. Yeah, they’re killing your deliverability.

Oh, yeah. Not because it’s social media, it’s because there’s too many links in the email, too many images in the email, Facebook, or I’m sorry, Google, Hotmail, etc. They know it’s not a conversation because guess what email is a conversation. And we, when we email just randomly email people, we don’t include a fancy subject line with five links to five social, or our template here or book here or a website. We don’t do that. That’s a normal conversation in normal conversation stuff. And so we have to be a conversation. And so those like the and I talked about that the template but that’s, that’s a big deal. And I’m like, Yeah, those social media links are killing you.

I don’t know if anybody’s keeping count out there as you’re listening at all the huge nuggets of gold. Thank you so much, Christina. I’m going to wrap up with this last question. She is extraordinary podcast. So I would love for you to share with our listeners an extraordinary woman in your life. And what makes her extraordinary.
Oh, my gosh, um, there’s a lot. And I could do my, I’m gonna just continue with Jennifer. on there, because I already talked about her wines. She’s amazing to me, she’s got she, they just adopted their youngest child, she has one child in college. So she’s got a big range. She has, you know, taken a business, from nothing to everything. She has a drive to help people and never compromises her husband or her family. And that is huge. To me. I don’t know how she’s on, on social as much as she is. I mean, we’ve hung out together. And she’s not on all the time. But yet she appears like she’s all the time. So I’m like, this girl. But anyway, she’s just that that’s what’s amazing to me that her her relationships, which are the most important thing are really strong. And yet she’s also got this really strong business. And that, to me, that’s a big thing. I mean, my, my kids are all well, the last two are moving out of the house in the next two months. And so they don’t need me there. They’re like, it’s a completely different life. And so it’s just a balance, I would work all the time, I think so it’s been it’s been interesting. I didn’t used to work that much. And I, you know, I’m gonna work this many hours.

Now. I’m like, Oh, I can actually, I can do a couple more hours if I wanted to. But I don’t want to compromise relationships, because the whole reason I started on internet businesses, was because my kids, all four of them were adopted. And I knew glaringly obvious because we adopted older that we had half the time with each of our kids that everybody else has with theirs. And I was like I am there’s no business no job, no nothing that’s going to separate me timewise from them. And so that’s why I started in from real estate into this and even with real estate, I worked anyway. So that’s what I admire about Jennifer is that it just she is so present in her family’s lives, and
yet has an amazing business. Alright, so where can our listeners find you you’ve already mentioned where to grab the freebie, and that’ll be in the show notes. But where else can they find you? Um, well on Facebook. So facebook.com, slash leads and leverage. And then there’s a Facebook group called email for entrepreneurs and get open to get read. So if you want to learn more, I do all kinds of free stuff in there and trainings and stuff about email.

That’s where I am and then I just launched my youtube channel this year. So there’s not much there yet, like five or six videos, but it’s on YouTube under my name Christina Etheridge. I think my name is right there. Thank you.
Our pact and you certainly delivered. So thank you so much. Yeah, thank you. It was fun. All right. So ladies, listen, thank you for listening. And if you have enjoyed this episode, please take a moment and leave a rating and review. And let us know your honest opinion on this. And I’d want to know I want to hear from you.

I’m at Judy Weber live. Let me know send me a DM what topics Are you loving? And what topics are you searching for so that we can make sure we deliver for you. Thanks so much for listening, and we’ll see you next time.

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