EP28: Emily McGuire - Insights From the Email Trenches

 Emily McGuire has built an excellent reputation for herself in email marketing circles and she skilled at clearly articulating how to leverage an email list to our advantage. Her expertise has been honed through years of hands-on trial and error, plus a willingness to buck best practices and just experiment.  She is here with us today to share her insights from the email trenches.

Key Points from this Episode: 

Emily fell in love with email at the beginning of her career by chance but quickly began to focus on emails because of the many touchpoints it creates and the ability to track someone along their journey. She shares her very relatable struggles and questions that she had as she navigated the email world and how she has tackled these issues to find success. Emily breaks down the process she uses for uncovering hidden revenue in an email list and the power behind using these foundations to find out who your customer really is and the goals you want to accomplish.A crucial piece of being a good marketer and copywriter is speaking to people like they're actual human beings instead of somebody who hasn't bought from you yet to help you establish a relationship and make a meaningful connection with them. Emily believes that you need to take a step back as a business owner so that you can have a bird's eye view of what a customer may be seeing when they encounter you. Use empathy and trust your marketer.

Tweetables:

How do we improve? This is what we've tried in the past. Should we try it again? Or should we go out and see what's going on? What other brands are trying and try that too.  @flourishandgrit (08:06)

How are we directing subscribers from the inbox to whatever that goal is starting there and then finding all of the pieces we need to get there. @flourishandgrit (10:30)

Being able to step back and really lay out those foundational pieces is the heart of what makes a really powerful email program. Because again, it helps you see, it helps you see your audience and who they are.  @flourishandgrit (11:56)

Make it really easy for them to make that connection between, Oh, here's my problem. And here's how they solved my problem. And you're doing that mental work for them. So they don't have to jump through all those hoops. @flourishandgrit (14:08)

When you are living and breathing your business and your work, when you are just so in it, it is so hard to take a step back and get that bird's eye view, those fresh eyes on what a customer might be seeing when they first encounter you.  @flourishandgrit (14:38)

You need to trust your marketers. You need to trust your team when they tell you, this is what our data tells us. This is how our audience is responding to certain types of messages. @flourishandgrit (16:56)

Links Mentioned In This Episode:

Emily McGuire on Twitter

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