Rob Cairns talks about the one thing businesses do to leave money on the table.
- What is left on the table?
- Why E-mail marketing matters.
- The only two things you own are your website and your email list.
Hey everybody, Rob here again. In today’s podcast, I wanted to talk about how many web people are leaving money on the table. And by the way, the supplies to business owners as well. You know the only things you really own in the digital marketing space is your website and your e-mail list, and I hate to say it, a lot of people are not. Doing anything with their e-mail list and that’s a big problem. They’re actually leaving dollars on the table every day. Why is that? Well, there’s so, as I said, there’s only two things you really own your website, your e-mail list, all the other properties that we market on ad platforms, you know, social media, we don’t own those. And I’m not saying don’t do them. I actually think you should. And I’m actually saying. Don’t necessarily not do social. You should, but when you do social media, the key is to run traffic back to your website and back to your mailing list, and I’m gonna tell you what. The first thing is you own your mailing list. The second thing is you have a focused audience on your mailing list. They’re reading your mailing list to see what you have to say, not like on X, formerly known as Twitter or just scrolling and reading all kinds of articles when they have read your mailing list. They’re or your newsletter. They’re reading articles that are curated specifically for them. You need to write those articles, write them really well and sometimes tell a story or share some links or share some information, but curate them towards your audience. The other thing is I find as a consumer of many mailing lists, I read a lot of those on the go. So standing in line somewhere. In between point A and point B and things like that. So I typically read my mailing list on the go. It’s so portable. So keep that in mind as well when you’re writing your mailing list, you or your newsletter you actually wanna write that with mobile in mind, because people do consume them on the go. The other thing you wanna do is try and be consistent. Get those lists out on those newsletters out on a regular basis. The more consistent you are. The more people will read your news order and the other thing we’re doing is brand your subject line. So if you ever look at my subject lines, I put SDM in among square brackets. So right away people know when they’re scrolling through their e-mail. STM means something from stunning. Digital marketing and I branded that way for a long, long time. So take advantage of. Never use. Do not reply at as e-mail address that you send from. Use an e-mail address that people can actually reply to. You wanna have conversations and you wanna have them now. So don’t leave money on the table. Use your mailing list. Talk to you all soon.