Podcast Episodes
The Two Buckets You Should Be Using in Your Email Marketing

Jason Owens, Founder of Renewable Confidence

To make your email marketing more effective, every member of your list should not get the same treatment. 

In this episode we talk about the 2 major buckets you should be using and how they work to grow your sales.

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Jason: (00:02)
Coming to you from a small mountain town high in the Colorado Rockies. My name is Jason Owens and this is The Renewable Confidence Podcast — a show that helps you build confidence in yourself and in your business every day.

All right, so if you’ve been tracking with me for any amount of time, you know that I love marketing and I think that both marketing and sales, those were the two major ways that you can help grow confidence in your business. So I do stand on a bit of a bit of a stump and I do stand on the, I’d beat a drum over over sales and marketing a lot because you can be down having a bad day and I’ll tell you what the phone rings and you end up having a a client or a prospect or someone walks into your store and makes that four or $500 purchase.

Jason: (00:55)
You know, your mood really changes in our hurry on a really, really good sale and a profitable day. Okay. So hope is a great thing and that is, I feel my job is to help provide a continuous stream of hope for you so that you can go out there and just keep winning day after day after day. Now in the last episode I ended up talking a bit about email marketing and I’m going to tag this episode on right behind it. So what we’re going to title this episode is the two buckets you should be using for your email marketing. So in the previous email or the previous podcast, I talked about how you could grow your list and I gave you some tips in there. So if you haven’t heard that episode, just jump back there and grab that one. In this episode I want to talk about when you have an email, what should you do with it?

Jason: (01:46)
Okay, so when, I mean the two buckets, I’ll go ahead and define those. The two buckets are pretty straightforward for me. Uh, there are some people out there who, who would teach all kinds of lists segmenting. And for me, I, I don’t want to get deep into segmenting here. Uh, that is not the direction I’m going. Uh, where I’m headed at here is every email that you can possibly come across, there’s going to go into two buckets and the one bucket is going to be your subscribers. So people who have already said, yes, I want a relationship with you. I want you to send me advertisements, I want you to send me your promotions, I’m interested in your work, I want to learn more. So those are your subscribers. The next bucket, there’s going to be what I call the reconnect bucket, right? And if you remember that from the previous podcast, basically the reconnects, are there people that you haven’t talked to in awhile, uh, you haven’t, uh, maybe had some interaction in the past.

Jason: (02:44)
And that interaction could be something as simple as you exchanged cards at a networking function or a chamber event, um, or maybe you were out having a holiday social or whatever, and you exchange cards there. Something as simple as just reconnecting with them and saying, Hey, do you mind if I add you to my list? Okay. So those are really the two worlds. It’s very simple. So you are walking along, most of you probably have stacks of business cards somewhere, right? So you’ve gone to [inaudible] some trade show and you come back from it and you have your pockets full or your purse or whatever. Usually used to stick mine. I would group them in Ziploc bags based upon which event I went to and I throw a sticky note inside the Ziploc bag. So no, I remember one time here about three years ago, I was cleaning off my desk and I just had probably seven or eight of these Ziploc bags just filled with 10, 15, 20, 30 business cards a piece.

Jason: (03:41)
And if you’re like me, you did nothing with them after sticking them in the Ziploc bag or you find them six months later when you’re cleaning out your purse. No. If you can just get the discipline in place. And I had to learn this one the hard way to have just a really simple outreach, uh, in, in fact, I have one. Um, and some of you may have even seen it. Uh, I have a, a template already created. It’s just a copy paste. And literally the subject line is, may I add you okay? And that’s a got a question Mark at the end. So you see the subject line, it says, may I add you? Huh? Wonder what that’s about. People like inclusion, by the way, if you’re doing copywriting, inclusions are really good things. So, uh, you could use something like, can we stay connected or may I add you or want to come along or, uh, would you like to join me?

Jason: (04:30)
You know, question Mark. And as something like that, people love the idea. There’s something psychological about being part of something bigger than you or just being part of a movement. There’s something psychological about that. So anyway, uh, in the rest of my template, I simply say, okay, Hey, listen, we’ve connected at some point in the past, things are always changing out here in the sales and marketing world. And I love helping you stay current in that. Can I add you to my list? Right? And that line I put, and it’s that, that sentence I’d put on its own line and I make that one bold. Okay. Right beneath that I say just reply with yes or no, and I’ll be more than happy to add you. And then I always put this line, well, most of the time I put this line, you can unsubscribe at any time, right?

Jason: (05:18)
So that gives people the out. There’s people don’t like feeling trapped and they like knowing that they have an escape hatch, right? So if you don’t want to be in a relationship, then you always want that, that a a marketing relationship. You know you’ve got the escape hatch there. So with that in mind that that’s, that’s the template that I use, right? So whenever I’m doing a reconnect or a may I add you, that’s exactly the template. So now what I do, whenever I see these business cards, I’ll go ahead and add that person, right? I’ll add that. I’ll either take a picture and it automatically gets sucked into my CRM and as soon as I see that that contact is ready to go, I go right to that contact. I go to that template, boom. I push out that email. And the cool part is whenever you have it in a template, you don’t have to even do the copy paste because the machine does the copy basting for you, right?

Jason: (06:05)
So it just makes things really, really easy. So that’s what I do. It’s called may I add you and and that’s it. So again, just a recap. You want every email in your world to fall into one of two categories and that’s going to be either your subscribers. So people who’ve already raised their hand saying, yes, I want to be connected with you. Or you want to have these people into a reconnect campaign where you are asking them, right? So you are putting out that a, that invitation to them. Bit of a tag along here that I’ll add on this. Say you have someone that you’ve reached out to, right? So you’ve got your Ziploc bag and you find 15 business cards in there and you send out your, may I add you email to all 15 of them? Three of them reply back with yes, 12 of them don’t reply at all.

Jason: (06:58)
You know what I would do with those 12 what about a week and a half to two weeks? Send it out one more time and just see what happens. Right. So I mean you’re not the, you’re not sending that email through an email marketing campaign. You’re right. I mean by definition you can’t do that. So you’re literally just sending this out of your, your inbox, right? So out of your outlook or your, your office three 65 or Gmail or whatever it is that you use from your mail platform, you’re literally literally just typing in someone’s name and pasting in that code or pasting in that email. So it’s pretty easy, straightforward. They can’t unsubscribed from it, right? Cause it’s just, it’s a one off email. Uh, so they haven’t subscribed anything. So worst comes to worse. The only thing that they’re going to do is just say, no thanks.

Jason: (07:42)
Not interested. Okay. So anyway, so that’s that. I really, really appreciate your time, love doing these episodes for you. Gosh, if you have liked these episodes and you are really interested in going deeper, jump over to renewable confidence.com and look at the signature program. You’ll find that link right, right up in the top, over towards the right. Look for signature program. We do this all day, every day. And I, the signature program is probably the single best thing that I do. Uh, I love doing the podcast. I love doing the videos. Um, but man, working with people in a workshop environment to really help you catapult your business forward. There is no substitute for it. I love doing it. I feel like I’m good at it. I’ve had people, uh, give me thanks and, and testimonials for that. So yeah, just go over there, check out the testimonial reel, read the page, get a feel for what it’s all about. I would love to have you come in and be part of the program part. Everyone, you guys take care. I’ll talk to you soon. See in the next episode.

Posted on Wednesday, Nov 13

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