Unbox the Inbox | Email Marketing for Online & Offline Businesses
Gary Redmond founded his Subscription Box business BusterBox.com in 2016 with no prior business experience (and no money).
After failing for many years, he eventually grew it to over $11 Million in total sales, learning exactly what it's like trying to grow a business on limited resources.
This led Gary to try and master the super-powerful and free (but often underappreciated) marketing channel which is email marketing.
Everything you hear on the show is proven, and Gary shares these battle-tested growth hacking strategies so you can implement them in your business right away to make more money.
If you're a beginner, you will get a grounding in the fundamentals of email marketing and how to apply it to get your business off the ground.
For more advanced folks, we'll dive deep into cool and clever hacks you can use to optimise and automate the most critical areas of your business.
This podcast is for entrepreneurs & business owners who want to learn how to use the power of email marketing to acquire, retain and upsell to their customers on autopilot.
Gary will also do his best to entertain and inspire you to create the business and the life of your dreams through your online business.
Topics covered include email marketing, e-commerce, consultant, coach, expert, entrepreneurship, automation, productivity, subscription boxes, advertising & business.
Unbox the Inbox | Email Marketing for Online & Offline Businesses
5 Reasons Why Email Marketing is the Key to Consistent Sales For Your Online Biz
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Email marketing creates reliable consistency in your coaching business by providing a direct, permanent communication line that you truly own and control. Today we explore why an email list is the solution to the feast and famine cycle that plagues many online entrepreneurs.
• Your email list is the only digital asset you truly own in online business, unlike social platforms with changing algorithms
• Email remains completely free to communicate and sell to your audience with no reach throttling
• Testing new offers or ideas instantly with your list provides immediate feedback before major investment
• Email marketing makes all your other advertising more effective by capturing the 20-30% of "maybe" prospects
• Your audience compounds over time, creating a growing asset that builds in value rather than starting from zero
• Email turns advertising from a money pit into a money printer by allowing free follow-up communications
Join my free school community to learn how to grow your email list and turn subscribers into clients using my five lever framework. If consistency is your goal in business (and it should be), email is the foundation.
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Welcome back to Unbox the Inbox with me, your host, gary Redmond. On this podcast, you'll learn how to grow your online business using the power of free and mostly automated email marketing, and we'll hopefully have some fun doing it too. I'm a co-founder of Posterboxcom and also a mentor and coach helping founders like me and you create their dream life through their online business. So today's episode, I want to talk about five reasons why email is the key to consistency in your coaching business or your online business in general. So this is inspired by a conversation I had with someone this week who basically said that they were happy that the amount of clients that they got this month, but they are worried that the consistency will not be there next month because it hadn't been there in previous months and a lot of their sales this month relied on an event that they did in the recent past. So when they asked me, how could I guarantee, or how do I try and guarantee, consistency in my own business, the first two things I thought of were to build recurring revenue into your offer, which is not going to be the topic of today's podcast, but it may be something I'll do very soon. But the other one was to actually have an email list, and the reason why is? I'm going to list out five reasons why it's key to consistency, but the first one, I really the first thought of mine was really just to have that second sales channel, because if you're also selling on social media or whatever it is that you're selling on, email is that catch-all place where it's a channel that all of your other efforts can feed into if you build it correctly and you can leverage it over and over and over again. So if you're tired of the feast and famine cycle in your own business, then this episode is for you. So today I'm going to break down five clear reasons why email is the most consistent and reliable asset in your coaching business. So you're not relying on algorithms, daily DMs, hustling or unpredictable launches to make money, okay.
Speaker 1:So reason number one this is something that I heard like a long, long time ago when I first got started in online business. I think it was from Russell Brunson, and it's like your email list is the only asset you truly own in online business. Okay, because, like, if you're, if you're relying on social media platforms, of course it's great and it's important to grow your following and to sort of build that sort of social proof and also as a as a source of leads. But it's also rented land, okay. Those platforms own those users and they can ban you anytime. They can change algorithms, like this happens all the time, and people who built big businesses on Google before they changed the algorithm, or Facebook or Messenger bots or whatever it is that the platform is promoting at that time A lot of people can build really quickly on those platforms. But if things change and things shift and they haven't built, built, their email list, then they can lose access to their audience really, really easily and really, really quickly. So if you have an email list, though, you have a direct, permanent communication line to your audience at all times.
Speaker 1:So another thing I remember, um, I think in one of russell brunson's books he was like you know, it's an investment growing your email list, okay, and it's going touch on something you're gonna touch on in. It's a little bit more in reason number five, but it continues to grow okay. The other thing is that, like, you're not being throttled in reach, you don't have an algorithm to fight and it's just gonna allow you to actually own the list and own the outcome and own that traffic, okay. So so many times in our business we've used email to keep in touch with our audience or to reduce our advertising costs which I'll also touch on in a way that would just not be possible and it wouldn't be possible to really run the business successfully if we didn't use email marketing in the way that it is. So, basically, you're gonna own that traffic for life. That's reason number one, okay.
Speaker 1:Second thing is it's totally free to communicate and to sell, so there's no cost. They're still trying to find a way to charge us for it, but in the last 50 or 60 years of the Internet, there's never been a cost to sending email. There might be obviously small costs in terms of your software and things like that, but there's no paid placements, there's no reach throttling, anything like that. Okay, it's the last truly free online marketing channel. So think about that.
Speaker 1:All these other companies and all these other um systems are created social media platforms. They all exist to bring users in, steal their attention and then sell their attention to you, and they make money from that. Okay, so with email it's literally you know, if they're set, the social media platforms are selling you. Obviously you need to pay for that attention, whereas email, you just send emails to your list, so you know if you want to make a sale today, you can send an email. It's the most cost effective sales tool you can use and it's also like it's a zero cost opportunity. And it's also like it doesn't cost much to set up, it doesn't cost much to run and it doesn't cost much to deliver sales from you. So it's totally free to communicate and sell, okay.
Speaker 1:So reason number three and this is one that I almost touched on there, but when I was running my subscription box business, busterbox full-time okay, we had a proven built-in testing ground to test new offers or ideas instantly with our list. Okay, so that's the third reason is you can test new offers or ideas instantly. So let's say, you come up with an idea for an offer or for for a promotion or whatever Like. If you don't have an email list, it's going to it's going to be quite difficult. Of course, if you have an audience on social media, that's. That's good as well, if you can put up a post, but really, really, again, we go back to algorithms and not being able to reach your entire audience.
Speaker 1:Okay, whereas with email, with a few strategic emails, you could send out surveys, you can test offers, you can test ideas completely for free and at the click of a button. It's a lot easier to put together an email than to put together a whole social media campaign that you need to put out so that it's seen by 2% of your audience. So if you want to do a soft launch, if you want to do a pre-sale of anything, if you want to validate a new offer or an idea, it's simply an email away If your offer doesn't get good responses. Like we've tested things before where we come up with ideas for offers for our subscription and we basically say let's not order too many of them, let's test it with the list first and if they don't buy it, we let's not order too many of them. Let's test it with the list first and if they don't buy it, we won't advertise it. And if they do buy it from your list, you have a good idea that it's going to sell well with your advertising. Okay, but we could have spent so much money trying to test offers through advertising instead of knowing having a good idea before we ever put money behind it in terms of advertising, if it was going to work, by testing it with existing people already on our list.
Speaker 1:Okay, so it's just one of those things where it's going to allow you to have instant access to ideas and feedback. Okay. So, the reason number one you own the traffic. Number two it's free to communicate and sell. Number three you can test new offers or ideas instantly, okay. Number four it makes all of your other advertising cheaper or more effective. When you start to, or if you start to, run paid ads, or even if you don't run paid ads, it amplifies all of your other marketing. Okay. So, like getting people into your funnel, like if it's just coming in as leads, okay, your email is gonna to allow you to nurture and convert them in a separate way, a separate flywheel to your social media okay. So, again, what we used to do in BusterBox was we drive a lot of traffic through Facebook. Okay, but on our website, we captured a lot of emails from our website directly. Okay.
Speaker 1:Now, look, I understand that there's two types of different businesses I'm talking about here, but even in my coaching business, whatever I run advertising for, I always have the first thing I have people do is opt into my list before I ever make them an offer. Okay, so I don't run and like with my e-commerce business or my coaching business. I never run ads to just like a sales page where people have a choice to just buy or leave Okay, because most people will leave. What you always want to do is give people a choice to buy, give you their email or leave Okay. So that means you, most people will not buy. Some people will give you their email and a lot of people will leave.
Speaker 1:But if you don't have the email step, then you've not built up a way for you to follow up with those people who are in the maybe category, which is the majority of people who will eventually buy, are in the maybe mode when they click on your ads, because no one walks around with their credit card already to buy, to buy. So basically, having an email list and leveraging it makes your ads cheaper and makes your marketing more efficient because every subscriber is a lower customer acquisition cost over time. If you are paying for ads, because email can deliver, depending on your industry, up to 30 to 40 percent extra sales, so it's higher volume of sales and it's also reduces the cost because it's free. So you then turn your ads from a money pit into a money printer because you just have a way to follow up with people for free. Because, again, the reason most people use money on ads is they don't have a way to follow up with people, like something like I think it's like 3% of your entire market is ready to buy right away, and then there's like 20 to 30% who might buy, and then there's 70% who never buy. So if you're running ads only to that 3% and missing out on that 20 to 30%, you're going to lose a lot of money. Okay, so if you capture them and you email them effectively, you'll get more sales for less cost. So reason number five it continues to grow over time, so your audience compounds.
Speaker 1:So Russell Brunson had also said in one of his books I think it was like that he doesn't invest in properties. He invests in his list. Okay, so that if he ever needs money on short notice, he can just turn to his email list. Okay, like, maybe he does invest in property now as well. It was just a comment that he made in one of his lists before. It was like in of his books before. It was like you know, people invest in properties, you know, which comes with tenants and problems or whatever. Like I invest in my list. So if I net, like he obviously has a massive list of millions of people. But he was like if I ever need 50 grand or 100 grand, and you know, I just put together an offer and send it to my list. You know, give an unbelievable offer, give some unbelievable service and send it to his list. So it shows the power of you have a big list over, built up over time and getting more and more people of your ideal clients onto your email list. Like it will never disappear and it builds in value over time. And you're not starting from zero every week. You're building a compounding sales machine.
Speaker 1:Okay, so that is essentially how you can build consistency into your business and why email is the key to it.
Speaker 1:Okay, so let's recap Okay, number one you own your email list. You own that traffic, okay. Number two it's free to communicate with them and to sell to them. Number three you can test new offers or ideas instantly. So if you want to come up with new offers and you want to create consistency or you want to repackage your current offer in a different way, doing that to your email list is the best way to achieve that. It also makes your ads cheaper. So, again, if you want more consistency by running ads, email is still going to be central to actually making those ads profitable.
Speaker 1:And the final thing is consistency through email also grows over time, because your email list grows if you continue to focus on driving people into it. So that's it, guys, for today. If you want to build more consistency into your business, I highly recommend leveraging email and focusing on building your email list. If you need any help with that, you can join my free school community and in there you'll get some tips on how to grow your email list in the community and also you get a free course on how to turn those emails into clients using my five lever framework. Okay, so if consistency is your goal in your business and it should be then I believe email is the foundation. So go ahead and join the school community if that's something you need help with, and I'll see you next week.
