ASLU 059: Email Marketing For Your Creative Business with Trina Waller

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Trina Waller of Redemption Marketing joins the podcast this week to talk about email marketing basics for your creative business. Based out of Abbotsford, BC, Trina is an expert in email marketing and digital sales funnels expert who has worked with local small businesses all the way through to large multi-national brands. She’s here to share tips and resources to help you get started growing your email list and figuring out what, exactly, you should email them about!

Ditch the icky sales tactics, stop stressing over complex funnels and quite worrying about what you should write! What’s important here is.. (wait for it…) relationships. That word that keeps coming back every week to haunt us!

This is a great episode for anyone who knows they need an email list or has one but isn't sure what to do with it or what the next steps are. We cover the basics of email marketing from picking a platform to creating opt-ins that attract. Learn how to create a simple welcome sequence once and then automate it. Not sure what to write to your list? We help you with that too. And we cover the basics of CASL (Canadian Anti-Spam Legislation) so you can stay legal and safe!

Trina also shares some great resources to help you get more comfortable picking out an email marketing platform and

If you just want the links to the resources mentioned in this episode, scroll down to the bottom.

Listen To the Episode

Here’s a direct link to Episode 59 . You can also listen via the player below or on your favourite podcast app (Apple Podcasts, Spotify, Google Podcasts, Amazon Music, Stitcher, and more). Just search for And She Looked Up!

these are people you want to get to know better…

getting started with email marketing

In this episode we talk about:

• your email list is something you own and it’s a direct pipeline to the people who really want to hear from you. It’s worth nurturing

• remember that the each subscriber to your email is a person - a real person is going to open and read your email. These are people you want to know

• you can’t sell to people who don’t trust you, and they can’t trust you if they don’t know you

• get a clear picture of who your customers are

• picking an email marketing platform:

  • know what kind of content you’re going to be sending out and to who

  • how tech savvy are you? Do you want to tinker with the back end of your platform? Do you want to create complex selling funnels and automations?

  • how will you want to segment your list (by where they live? by their interests? by what kind of content they click on?)

  • do you sell products? Services? Both?

  • choose one that can grow with you

  • here’s more info to help you choose an email marketing platform

• pick a platform that can grow with you!

• for a profitable list, who is on your list is more important than how many are on your list

• what a welcome sequence is and why you need one (and no, you don’t have to sell in it)

  • be clear about how often you’ll be emailing them

  • introduce them to who you are (this is a conversation you’re having with them)

  • introduce your audience to how your business got started and your why. Give them the back story. Tell them what you create.

  • remember that people connect with story and they want to know yours

• your welcome sequence can be automated!

• what lead magnets, opt-ins and micro offers are and why you need them to grow your list

  • some suggestions of what a great opt-in might be for your business - it has to be something viewed as valuable

  • seriously weigh the pros and cons of offering discounts to get people to sign up (this can train your customers to wait for discounts before buying)

• understanding what pop-ups are and how to use them in 2021 as privacy on the web becomes more important

• why you need lead generation on every page of your website and all your social profiles

• what not to do with list building and email marketing from a legal perspective. Canadians must follow Canadian Anti-Spam Legislation

• the difference between “express” consent and “implied” consent and why it’s important that you understand the difference.

• the difference between transactional emails and marketing emails and why this important for Canadian business owners

• when should you start selling in your emails?

• what segmenting is and some ways you can segment your lists and how that can be helpful

• Trina’s CARE framework for creating great content in your emails.

Mentioned In This Episode

• Trina Waller - Redemption Marketing
• Resource: How To Choose An Email Marketing Platform
• Canadian Anti-Spam Legislation (fightspam.gc.ca)
• Resource (free for a limited time): How To Create Content That Sells
• The CARE Framework for great content (paid course)
• Trina Waller Redemption Marketing on Facebook
• Trina Waller Marketing on LinkedIn

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