3 lessons from the ghosts of email marketing past, present, and future

Do you think about the past, present, and future of your business? If you're like my clients and students, you're sorting out what hasn't worked, what's working now, and what will work best for your business in 2020.

But sometimes, it's not the platform, channel, strategy, or tactic that's not working—it's how you use or think about it that needs to evolve. And other times, the platform, channel, strategy, or tactic adapt because the world changes. That's why I recommend getting curious about why before you dismiss, accept, or tweak what you're doing. 

In the case of email marketing, how we use it in the future will evolve to keep pace with our changing world. And you have the opportunity to adopt these practices now...

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[Event] 2020 Newsletter Workshop for Small Biz Owners

events newsletters Oct 10, 2019

Does using Mailchimp or creating your newsletter make you feel stuck, stupid, flustered, or a combo of all three? Maybe you don't know what to write about, can't locate your brand assets or photos, have trouble finding the right words, the formatting is giving you fits, or you can't believe it takes so much time to write a few measly paragraphs—and if you do feel this way, please know you're not alone. 

But here's the truth: growing a healthy audience and creating a good newsletter on a consistent basis is hard—even for professionals who do it for a living. But it's easier to succeed when you're taking the right steps.

If you're ready to grow a healthy contact list, create fantastic content, and attend to all...

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How to improve the design of your email newsletter

design newsletters Sep 25, 2019

Do you want to improve how your email newsletter looks and performs? Every email you send offers an opportunity to build trust, nurture relationships, boost brand recognition, and generate referrals. However, good design is essential to make those things happen.

Sending your message is only half the battle. You must make it easy for your audience to consume the info and take action—design matters!

Engagement improves when you focus on creating an exceptional experience for your audience. Here are seven simple ways to make the magic happen.

Add white space

Breathing is a big deal. You'll die without it, and so will your message. Give your words and design elements a little breathing room by adding white space.

"White Space in...

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Mailchimp mailbag: Your questions answered

Do you have questions about Mailchimp? If you're like my Realtor students and clients, the answer is yes!

Today, I'd like to address the three most common questions Realtors ask me about Mailchimp. And I'll answer additional questions in future installments of Mailchimp Mailbag. The catch? I need questions to answer, so consider this your invitation.

Let's dive in, shall we?

Q. Does Mailchimp remove unsubscribers from multiple audiences/lists?

No. An audience is an independent collection of subscribers, data, and reports. If you add a single contact to three different audiences, Mailchimp sees three people instead of one.

Here's why you don't want duplicate contacts across multiple audiences:

  • Price: “Mailchimp treats all...
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3 things you need to know about emoji and email marketing

email marketing emoji Aug 15, 2019

One of my favorite memories of my mom is when she sang Enya's "Orinoco Flow" at the top of her lungs. Instead of "sail away," she always belted out "save the whales." She had no idea she was doing it wrong. And I never told her because it never stopped being funny.

These days, our communication fails extend from real life to the Internet, and they're as laughable as they are cringeworthy.  Check out #momtexts on Twitter and @autocorrectfails on Instagram for a taste.

Sometimes, our communication fails arise from a simple misunderstanding (like my mom). And other times, these fails are due to our unfamiliarity with things like technology or slang (like @autocorrectfails and #momtexts).

But the most common reason...

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How to get better marketing results with less content

content repurposing Jul 17, 2019

Are you a fan of cooking multiple meals from a single ingredient? For example, you buy a rotisserie chicken from New Seasons Market and serve it with asparagus on night one. Then you use the leftover chicken to make chicken enchiladas with salsa verde, asparagus and chicken salad with ginger dressing, and chicken and peach flatbread during the week.

This type of meal planning offers some compelling benefits. You save time and money while decreasing stress and waste. And, of course, you enjoy the delicious meals you planned and prepared. So satisfying!

You can also apply this concept to your marketing by repurposing a single piece of content in multiple ways. For example, you can repurpose the blog post you created about Portland's ten...

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How to improve your newsletter content in 5 simple steps

content newsletters Jul 10, 2019

How often do you sit down to whip out your newsletter and then get frustrated because what's in your mind isn't translating on your screen?

Maybe you don't know what to write about, can't locate your brand assets or photos, have trouble finding the right words, the formatting is giving you fits, or you can't believe it takes so much time to write a few measly paragraphs. As a result, you may feel stuck, stupid, flustered, or a combo of all three—and if you do, please know you're not alone.

Here's the truth: creating good content is hard—even for professionals who do it for a living. But you can make creating content easier by taking the right steps: defining your goals, narrowing your audience, setting yourself up for...

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5 amazing ways a consistent newsletter will benefit you

Do you have a super-hairy dog in your life who has received his or her obligatory summertime puppy-cut?

A freshly shorn pupper looks like they’ve dropped major pounds, instantly. And that always makes me giggle because then I want a puppy cut, too. 

If it was only that easy, right?

Weight loss is the result of something called the compound effect. Unlike our suddenly slim pooch pals, dramatic results don’t happen because of a single event. Results happen because the little things we do on a regular basis add up and reach a tipping point. 

Marketing is no different. Showing up adds up and, eventually, blows up into your desired result.

A newsletter offers a unique opportunity to connect directly with your audience,...

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How to reach the right audience with your email newsletter

newsletters Jun 13, 2019

I'm sure you'll agree with me when I say marketing is a goal-oriented activity. When your marketing aligns with your business goals, you do three things that deliver better results—focus, budget, and measure.

The problem is that most Realtors are short on time, money, marketing know-how, or a combination of the three. And if you're like my clients and students, you skip planning and start executing because you feel pressured to do something right now.

Planning doesn't add more to your plate. It seems counter-intuitive, but it helps you avoid distraction, save money, and figure out what works. It's all about quality over quantity and doing less, better.

In this post, we're continuing our series on email newsletter planning. Last...

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How to get better results from your email newsletter

newsletters Jun 04, 2019

There are a kajillion ways to improve your email newsletter. You can build a healthy contact list, create fantastic content, and attend to all of the technical and design details that will transform you from e-blaster to email marketing master.

However, when you want your newsletter to provide better results, there's only one place to start: your business goals.

What do you want to accomplish this year? For example, most of my Realtor clients and students want to increase their sales by a specific dollar amount or percentage.

So now, let's chat about how your newsletter can help you get from where you are now to where you want to be.

Using the example above, most of my Realtor peeps use newsletters to stay top of mind with their sphere...

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Learn how email marketing can lessen your anxiety, increase your confidence, and make your business sustainable no matter what’s happening with the real estate market.