Welcome to the System Sammy podcast.

I am your usual host, Jordan Gill.

But this season I'm so pumped to share my feed with some absolute gems from my community.

So everyone and their mom wants to grow their email list this year.

All right.

Because have you all been seeing the cray cray going on with the social media platforms right now?

Like, what is happening?

Can we just maybe go back to sharing our breakfast every day?

Like, what?

What was so wrong with that?

Kind of half joking, but today's episode is being hosted by Jen Green and she's going to be telling you how you can truly double your email list without social media.

And not in a way that's bashing social media at all, but just in a way that shows you what's possible.

Right.

So she breaks down the numbers as well as her small, medium and large lead magnet strategy for you to swipe.

So.

So get super pumped to hear Jen speak about doubling your email list.

Part 1.

Hello.

Hello.

System saved me.

Listeners.

I am so pumped to be borrowing the microphone from Jordan for the next two weeks to talk all things email marketing.

My name is Jen Green.

I'm an ocean loving, mocha latte drinking, reality TV obsessed email marketing strategist and copywriter.

I help women double their revenue with emails because I think when women make more money, we change the fricking world.

So let's go.

For the next two weeks, I'm going to talk all things email marketing.

Here's what I want you to do.

Before we even get started, I want you to go pour yourself a cup of tea or a coffee, whatever your jam is.

I want you to grab a notebook, grab a pen, because this is email marketing gold.

We're going to move fast and furious.

So I want to make sure you can take pauses, you can write things down as you go.

When I was mapping out these episodes and thinking of all the things I wanted to tell you, I had to obviously rein it in because I get a little bit excited or a lot a bit excited.

So I needed to figure out where I was gonna start.

And the best place to start is always with data.

I had this great coach who introduced this phrase to me and I'll never stop using it, which is data over drama.

So that's what I want to introduce to you in these first five minutes of the episode.

Let's look at email marketing data versus social media media data.

Because if email marketing has a super villain, it is social media.

I get it.

Social media is fun.

It's flashy.

You get that instant dopamine Hit.

And you don't really get that with emails.

So let's start to look at why you should be focusing on your emails and not your social media with your precious, precious marketing time.

Let's start with open rate versus view rate.

I'm going to make all these numbers super easy on you.

If you don't love math, that's okay.

I'm gonna try and pause and breathe cause I get super excited about it.

Let's start and imagine that you have a thousand people on your email list and you have a thousand people on your social media.

Let's say it's Instagram.

We'll just use that as the best example.

It's the easiest.

So if you have a thousand people on your email list, your open rate should be at least 35%.

So that means if you have a thousand people on your email list, 350 people are seeing that email.

Now let's look at social media.

If you have a thousand people on your Instagram who follow you, that view rate typically industry wise is 4%.

That means 40 people.

So 350 with email marketing versus 40 with social media.

Let's move on to the click through rate.

That's really important in emails because that means people are clicking over to the thing you are trying to sell them or the thing you're trying to give them.

Click through rate for emails standard is about 2.9.

I always want my clients to be at 4% or higher out of those 350 people who saw your email.

If 4% are people clicking over to your sales page, that's 14 people seeing your sales page.

Now if we look at social media, your view rate was at 40 people.

That click rate for link in bio industry Standard is at 1.36.

You know what that means?

1.36% of 40 people is 0.5 of a human.

All right, that's not even a full person.

That's no bueno right from the get go.

Now let's talk about conversion rate from that click through.

So people who actually see either the freebie that you're sending them to or the sales page that you're sending them to, your conversion rate on emails, the standard is 8%.

I like to get it up to between 10 and 20%.

That's what we tweak.

That converts to one to two people for every email that you send.

Now let's look at social media.

I know we're working with like half of a human right now.

Based on how many people have seen, how many people have linked to bio.

So 3% of the people who click on your link in bio either to a sales page or to a freebie, obviously your freebie is going to have a higher conversion rate because it's free is 3%.

3% of half a human is now like 0.01 of a human.

So we don't even get one sale from a thousand social media subscribers or followers, whereas we get at least 1 to 2 in your email list.

Okay, I understand that your email list has some disadvantages.

It's limited to the people who sign up to your list.

Right.

When you post something on social media, there is the chance that you go viral.

There is absolutely the chance that a whole bunch of people share it and it gets seen.

You hear these stories all the time.

The truth is, that is so rare.

And chasing again, that dopamine hit is actually wasting time in your marketing when you could be spending the time shooting all these reels, trying to go viral, trying to get people to follow you on your email list and setting it up properly for that higher conversion rate.

You're gonna see more money in your bank account.

If every time you send an email, and that's once a week, you've got a thousand subscribers on your list, your program is, let's say 997 and you get one to two people, that means you're making a thousand dollars to $2,000 every single week, every single time that you send an email.

Whereas if you're posting and posting and posting and posting, it's just going to take more time.

I don't want to vilify social media entirely.

I understand why people are on it again.

It's easy, easier to like something really quickly than it is to get an email address.

It's easier for someone to follow you than for them to enter their email address.

People are getting savvier.

They don't want a bunch of emails in their inbox.

Everyone sees the negative of that.

Everyone's like, yeah, but it's so hard to get email addresses.

My flip that on the head is that, yes, it is.

But when someone lands on your list, you know that they are already warm.

They already trust you to give you a valuable piece of real estate, which is their email address that people are being more and more precious about as days goes on.

The other objection.

I hear about email marketing all of the time.

And I actually got this mostly from my audience when I polled them.

I asked them, why are you spending more time on socials than on email marketing?

Especially because you follow me and I'm Constantly telling you to send more emails and spend less time on socials.

The number one response I got was that social media was more fun.

Okay, I hear you dancing around your room to songs that you love, posting those little hooks, creating those graphics absolutely can be more fun.

I get it.

So here's what I'm going to encourage you to do.

I am going to encourage you to have more fun with your emails.

Because going back to the data, we know that your return on investment with emails is 3600%.

That's right.

That's a massive return on investment.

So I want you to think of email marketing kind of like working out.

Do we all love to Netflix binge?

Absolutely.

But do we know that we need to get up off the couch every once in a while and work out?

Yes, we do.

If you hate running and the only way that you knew how to do fitness was to run, of course you're not going to do it.

You're going to sit on the couch and you're going to Netflix binge, because that is way more fun.

But let's say all of a sudden you discover Pilates and you love Pilates, and Pilates is nothing like running.

Running is what you always thought fitness was.

Pilates all of a sudden opens up this whole new avenue for you to get into fitness.

Now you can Netflix binge and you can work out, and you love both things.

That's what I want to pitch to you when it comes to email marketing and social media.

So you can still dance around your room to songs that you love.

You can create those hooks and those graphics.

How about bringing some of that lightness to email marketing?

Create fun graphics.

Find fun gifs.

Find hilarious emojis.

Find memes that you want to share.

You could create a meme out of yourself dancing around the room if you wanted to.

You can create little Easter eggs for people to find in your emails.

You can create polls so that people are touching buttons.

And again, you're getting that dopamine hit that you get from socials when people like your stories.

How do you make emails more fun for yourself so that you can stay consistent?

And at the end of the day, you can get that return on investment.

All I wanted to do in this intro section is explain to you that data over drama, numbers don't lie.

Yes, the drama is that social media is more fun for a lot of people.

The drama is that you get that immediate dopamine hit or that immediate feedback with a like or a share or a comment, and you don't necessarily get that with your emails.

But the data states time and time again that when it comes to making money in your business, email marketing is where it's at.

Now that I've convinced you that email marketing is not only going to give you the highest return on investment, but that you can also have fun with it.

Now I want to talk to you about the three stages of email marketing.

Grow your list, nurture your list, and then sell to your list.

And it is really key that every single business owner works in each of these buckets.

Grow, nurture, sell.

So what does that look like?

Let's break that down for the rest of this episode.

We're going to talk grow.

This is one of my favorite parts of email marketing because you can get really, really granular and you can get super creative.

The truth is, the more people you have on your list, the more things you're going to sell.

There's a difference between quality subscribers and people who are just on your list for free stuff.

Absolutely.

But if we're talking about those data overdrama numbers that we addressed at the beginning of this episode, then we know that the more people you have on your list, the more you're going to sell.

And that is why you have a business to make some frickin money.

That's what we want.

Let's talk twofold.

One, about lead magnets.

If you just rolled your eyes, I totally understand.

Everyone says have a lead magnet.

No one really tells you what it is or what it does.

I'm gonna help you with that.

And then number two, we're gonna talk about all of the ways in which you can creatively use those lead magnets to grow your list.

Because also people think, well, I built a lead magnet and nobody came.

Unfortunately, that's not how this works.

You need to be promoting your lead magnet as much as you are promoting your things that you're selling.

When you think about your content overall, you need to think of where that lead magnet plays in to your sales system because you need to sell that lead magnet in order to grow your list.

Let's start with the lead magnet strategy that I use with all of my clients.

This has led to five figure and six figure launches.

Because they have been able to grow their lists with quality subscribers.

They know exactly where they are in terms of how close they are to buying and they utilize that information to make more sales.

For every offering that you have, I want you to create three lead magnets.

Number one, a mini lead magnet that looks like a checklist or a mini workbook or like a five minute meditation, whatever.

Your business is something that's only going to take them a short amount of time to digest and to put into place in their life.

Then I want you to build a medium lead magnet.

Now this is a little bit more in depth.

This is like a quiz, maybe a five day challenge, a bigger workbook.

It could be also like a three to five day mini, mini course that's really going to get into kind of the first steps of your process.

Then we head to a large lead magnet.

A large lead magnet is usually a masterclass, a webinar, a full on ebook, a white paper.

Again just depending on what your business is and who you're targeting.

So think mini, medium, large.

Why do I say this?

Because buyer psychology, not everyone, when they see you, whether that's on social media, by your SEO, by your YouTube, whatever way someone comes into contact with your business, not all of them are at the same buying stage.

We know this, right?

Some people research, research, research for months on end and then they make a decision.

Some people are impulse shoppers.

They see you one time and they hit that add to cart button.

And then we have those people who are like, ooh, I know I have this problem, I know how to solve it.

Do I want to hire this person or this person?

When you have a mini, medium and large lead magnet, that gives you a really good indication of where they are in that buyer's journey.

A mini lead magnet is probably going to take more time to convert.

If they're like, I just need to fill out a checklist phase, then they're going to take a little bit longer.

They're going to need a little bit more education and a little bit more time to make the decision that you are the person that is going to solve the problem that they have and that you're the person that they trust to do so.

If they're into a medium lead magnet, they're usually much more problem aware and are just shopping around for the right person.

So that's going to be a little bit more about vibes and again about your like framework or your process that you take people through.

Now with your large lead magnet, your masterclass or your webinar or your ebook, something that's really in depth, that kind of lays out a massive part of your framework that gives away even a section of your course or offering for free.

Those people are hot, hot leads.

They are wanting to solve their problem.

You know how we know this?

Because they are willing to dedicate at least an hour to two to three hours to an entire week devouring that large lead magnet.

Usually their pain point is a little higher to the surface and they are wanting something to solve this problem immediately.

That is why I break everything down into many medium and large lead magnets.

It gives us the best indication we have of where your buyer is in that journey and what type of buyer they are.

Next week, I'm going to talk about the funnels that need to follow those mini, medium and large lead magnets.

That is enough for you to kind of take away and process for this week in terms of lead magnets themselves.

Moving on to the second step, which is advertise your freebie like your business depends on it.

Because it does.

You need to be promoting your freebie and your lead magnet as much as you're promoting your services or your courses.

How do you do that?

This is, I think, where people get stumped because it feels exhausting and it feels like everything's been done.

Yes, there are tried and true methods.

Yes, there are creative ways to do this.

I'm gonna list five of my favorite ways to promote a lead magnet.

This is the one everybody knows about.

This is the one that a lot of businesses who are further along use, which is ads.

I'm gonna get this one out of the way because I know that people are gonna shut down the moment I say ads.

But it is a really great way to hit a target audience.

Have them enter your business with a mini, medium or large and give you an indication of how close they are to buying so ads.

If that is financially out of the realm for you, which it is for a lot of people, let's move on to some free options.

The easiest way to get your lead magnet out there is to put your lead magnet on every other single piece of content that you create in your business.

That includes the header of your website.

That includes on your about page.

That means creating a free resources page right on your website that will have your mini, medium and large lead magnet for your offerings.

Utilize that real estate that you have.

The other thing you can do is attach it to every single blog post that you write.

Hey, if you liked what I wrote here, go download this thing.

That's actually going to give you more information.

If you create YouTube videos, if you have a podcast, if you post on social media, that is how you are going to get people on your email list by attaching those lead magnets to every single piece of content that you create.

Because what that does does is it rounds everybody up into one place.

The people who follow you on social media, the people who follow you on YouTube, the people who listen to your podcast, the people who just happen to land on your website.

Maybe you've got killer SEO.

Those people will all round up on your email marketing list.

And like we learned with data over drama, that is where you're going to get your biggest return on investment.

The second best way that you can promote your freebie, like your business depends on it, is from borrowing other people's audiences.

Okay, I know half of you just cringe.

I get it.

It's not fun to pitch.

It makes you feel uncomfortable.

You're like, oh, I don't want to bother people.

And maybe you have this, like, person up on a pedestal and you're worried about approaching them even though you know that you could help their audience.

I want you to think of it that way.

You are offering a service for free.

You are trying to help this other person's audience for free.

You know that what you do could either take them to the next step, the next level.

It could run alongside what they're currently learning.

With this other person, you are being of service.

You are giving value.

It doesn't have to be sleazy or skeezy at all.

So when you borrow other people's audiences, you can do what I'm doing right now, which is guesting on Jordan's podcast, offering a ton of value.

Because I know that her audience and the people who listens to her podcast are people who need email marketing support.

Either they have an email marketing list and it's not really working, or they just want new things, they want to freshen it up.

The other thing you can do that have worked really well for me this year is bundles and summits.

Is everybody who signs up for your email list from a bundle going to be a great perfect match?

No.

Often people join bundles and summits because they want free things.

But I'm telling you that if you get 300 subscribers from a bundle and even five of those turn into a buyer or someone who wants your product or service, that is still a huge win.

Same thing with summits.

The other thing you can do is guest as a teacher in someone's group program.

So let's say I know a social media manager who teaches social media marketing and how to sell and nurture on social media.

That is a great audience for me because I can teach them how to get people off of social media and also onto their email list.

So not only are they getting the visibility marketing that they get from social media, which is great, but they are going to get that nurture and sell piece that comes with email marketing itself.

So I could go into that person's program, do a whole workshop for their audience.

At the end of that workshop, say, I have this specific lead magnet that is going to help you get people off of social media onto your email list.

Bob's your uncle.

So these are a bunch of ways that you can borrow other people's audiences while also offering value.

Not feeling kind of creeped out by pitching people, but you don't have to be offering free things all of the time.

You can also say, every single week, I email my audience the following information.

I just want you to join my list because then you're going to get all of this goodness every single week.

I'm going to guide you towards, let's say, making more money with your emails.

So if you get on my list, you already know that you're going to get value from just being on there.

This is an approach that more and more people are taking.

For the people who think that lead magnets are dead, here's what I have to say.

I sign up for everybody's lead magnet.

It's research for me.

It's how I can learn to do better in my business and for my clients.

And what I am seeing is the lead magnets that I am downloading are less and less valuable.

They feel really thrown together to me.

They don't feel like someone is actually sitting down and saying, okay, what is this free thing that I can offer that can genuinely solve a problem for this person?

This is a test run.

Your lead magnet is a way for people to say, do I like this person?

Do I like their framework in the process and do I trust them?

Do they know what they're talking about?

And so if you offer a lead magnet that actually doesn't give them anything or gain them anything or show them anything about you and your process and what you do, those aren't going to convert to sales.

If you want to learn more about my lead magnet strategy, in particular how to grow your email marketing list, because it is one of the big pillars, one of the big buckets that you have to have with email marketing, I have a masterclass called how to get your next 100 subscribers.

This masterclass is for people who have a list who feels a little bit stagnant or who grew a little bit from the beginning and then kind of left their email marketing alone.

This is going to dive even deeper into the things that I've told you about today.

So you, you can go download that on my website@thegen green.com systems saved me.

Thegen green.com systems saved me.

I've got a whole host of freebies there for you.

Make sure to stay tuned.

Next week we are talking all things nurture and sales for email marketing.

Thanks for hanging out with me today.

So good, right?

Thank you so much for listening to this episode of the System Save Me podcast.

If you you loved this episode, I would so appreciate a review on whatever platform you're listening on.

But also go love on the guest host.

Connect with them on Instagram, LinkedIn or wherever they suggested to reach out.

I hope you're having a great day and I will see you on the next episode.