How to Harness AI and Email Marketing for Your Creator Business; Part One
Summary
TLDREn el podcast LevelUp, Amanda Northcut conversa con Casey Hill, experto en crecimiento y marketing de correo electrónico, sobre estrategias para creadores digitales. Casey comparte su experiencia en la industria de software y cómo las empresas pueden escalar rápidamente. Discuten la importancia de los activos propios, como el marketing por correo electrónico, y cómo estos pueden ser más efectivos que las alianzas de marca. Casey también ofrece consejos sobre cómo mejorar la entrega y participación de los correos electrónicos, destacando la personalización y la expectativa establecida como claves para el éxito en marketing por correo electrónico.
Takeaways
- 🚀 Casey Hill es un veterano del crecimiento con más de una década de experiencia ayudando a escalas rápidamente las empresas de software.
- 📈 En su rol actual, Casey lidera el crecimiento en Active Campaign, construyendo motores de crecimiento orgánico para alcanzar un rendimiento anual de 1 mil millones de dólares.
- 💼 Casey también trabaja como consultor para algunas de las firmas más grandes del mundo, proporcionando orientación institucional a equipos de capital privado y de capital de riesgo.
- 📩 Active Campaign es una herramienta de marketing por correo electrónico y CRM para gestionar relaciones, integrada en una sola plataforma.
- 📊 La clave del crecimiento en marketing es tener una perspectiva hacia la distribución y amplificación, asegurándose de que el contenido llegue a más ojos.
- ⏰ Es importante equilibrar jugadas rápidas e impactantes con jugadas lentas e impactantes en la estrategia de crecimiento.
- 📚 Casey comparte su conocimiento en la universidad, enseñando sobre estrategias de crecimiento y marketing digital.
- 📧 En el marketing por correo electrónico, es crucial establecer expectativas claras sobre el contenido y la frecuencia de los correos electrónicos.
- 🔍 La segmentación y personalización son importantes, pero es necesario hacer preguntas específicas y relevantes para personalizar efectivamente.
- 📈 Para mejorar la entrega de correos electrónicos, es esencial aumentar la tasa de respuestas de los destinatarios.
- 🛠️ La mejora de la entrega y la interacción con el correo electrónico requiere un enfoque táctico, centrado en los leads más comprometidos y en la mejora de la señal positiva.
Q & A
¿Qué es ActiveCampaign y cómo ayuda a los creadores y propietarios de negocios en línea?
-ActiveCampaign es una herramienta de marketing por correo electrónico y CRM que permite gestionar relaciones con los clientes. Ayuda a los negocios a escala al proporcionar una solución integrada para marketing por correo electrónico y gestión de relaciones, lo que es especialmente útil para aquellos que han superado la etapa básica de marketing por correo y buscan una solución más sofisticada.
¿Cómo se describe el crecimiento en marketing según Casey Hill?
-El crecimiento en marketing, según Casey Hill, se enfoca en la distribución y amplificación de contenido, balance entre jugadas rápidas e impactantes y lentas e impactantes, y la combinación de mantenimiento y viraje viral en el plan de marketing.
¿Qué es un 'test de Reddit' y cómo se utiliza para medir la calidad del contenido?
-El 'test de Reddit' es un método utilizado por Casey Hill para probar si el contenido es valioso y no promocional. Consiste en publicar el contenido en Reddit y asegurarse de que obtenga al menos 10 upvotes. Si el contenido no es lo suficientemente valioso o es demasiado promocional, es probable que no tenga éxito en esta plataforma.
¿Qué es un 'activo propio' y por qué es importante para los creadores y propietarios de negocios?
-Un 'activo propio' se refiere a los recursos que un creador o empresario controla directamente, como una lista de correo electrónico, un podcast o una marca. Es importante porque proporciona autonomía y permite construir relaciones y conexiones estratégicas a largo plazo, a diferencia de 'alquilar' audiencias a través de plataformas de redes sociales o acuerdos de marca afiliados.
¿Qué son las mejores prácticas para el marketing por correo electrónico según Casey Hill?
-Las mejores prácticas incluyen establecer expectativas claras sobre el contenido y la frecuencia de los correos, mejorar la entrega y participación del correo, segmentar y personalizar el contenido de manera efectiva, y centrarse en preguntas específicas para aumentar la interacción con los destinatarios.
¿Cómo afecta la expectativa en el marketing por correo electrónico la relación de confianza con los destinatarios?
-Establecer expectativas claras sobre el contenido y la frecuencia de los correos ayuda a construir confianza con los destinatarios, ya que proporciona transparencia y permite a los usuarios saber exactamente qué esperar de los correos, lo que a su vez aumenta la probabilidad de que lean y respondan a los mismos.
¿Por qué es importante la segmentación y personalización en el marketing por correo electrónico?
-La segmentación y personalización son cruciales porque permiten enviar contenido relevante y específicamente diseñado para los diferentes segmentos de la audiencia, lo que aumenta la probabilidad de que los correos sean abiertos y respondidos, mejorando así la eficacia del marketing por correo electrónico.
¿Qué sucede si un negocio cambia frecuentemente entre herramientas de marketing por correo electrónico?
-Cambiar frecuentemente entre herramientas de marketing por correo electrónico no solucionará problemas de entrega o participación. La mayoría de las principales herramientas de marketing por correo electrónico comparten una池 de IPs y utilizan métodos similares de envío en masa, por lo que es más efectivo enfocarse en mejorar las prácticas tácticas y la interacción con los destinatarios.
¿Qué es un 'Spamometer' y cómo ayuda a mejorar la entrega de correos electrónicos?
-Un 'Spamometer' es una herramienta que ActiveCampaign utiliza para analizar el contenido de los correos electrónicos y detectar palabras o frases que puedan parecer spamosas. Ayuda a mejorar la entrega al proporcionar retroalimentación sobre cómo se puede optimizar el contenido para evitar que los correos sean marcados como spam por los ISPs.
Outlines
🎤 Introducción al podcast LevelUp y presentación de Casey Hill
Amanda Northcut, fundadora y CEO de LevelUp, presenta el podcast destinado a ayudadores digitales a construir negocios sostenibles. Se anuncia a Casey Hill como invitado, un veterano en crecimiento con experiencia en software companies. Casey está liderando el crecimiento en Active Campaign y también brinda consultoría a grandes firmas. Se menciona que Casey es conocido por sus métodos creativos y enfocados en el valor.
🚀 Experiencia y trayectoria profesional de Casey Hill
Casey Hill explica su carrera en el sector de software y SaaS, trabajando principalmente con pequeñas empresas y ayudándolas a crecer. Ha trabajado en varias empresas, incluyendo una competencia de Active Campaign, y ha lanzado su propio negocio en línea. Además, Casey ha impartido clases en UCSD y Stanford, y ha compartido su experiencia en el ámbito de la educación y la consultoría.
📈 Estrategias de crecimiento y marketing de Casey Hill
Casey Hill discute sobre su enfoque en el crecimiento y marketing, destacando la importancia de la distribución y amplificación de contenido, así como la balance entre tácticas rápidas y lentas. Aboga por la maximización del impacto del tiempo invertido en la creación de contenido y la importancia de tener una combinación de estrategias de mantenimiento y tácticas virales en el plan de marketing.
📧 Consejos de email marketing y creación de contenido
Casey Hill comparte sus estrategias para el email marketing, enfatizando la importancia de establecer expectativas con los destinatarios, mejorar la entrega y compromiso de los correos, y la segmentación y personalización efectivas. Se menciona la relevancia de obtener respuestas de los destinatarios para mejorar la entrega de los correos y cómo preguntar preguntas específicas para obtener resultados más útiles.
💌 Mejora de la entrega y compromiso en email marketing
Se discuten las estrategias para mejorar la entrega y compromiso de los correos electrónicos, incluyendo la importancia de los correos personales y la respuesta a ellos. Se sugiere enfocarse en los leads más comprometidos para crear señales positivas y mejorar la reputación con el proveedor de servicios de correo electrónico. Se menciona que cambiar de herramienta de email no es la solución a los problemas de entrega.
🌟 Conclusión y recursos adicionales de LevelUp Creators
La entrevista culmina con una reflexión sobre la importancia de la expectativa y la confianza en las relaciones, tanto personales como profesionales. Se mencionan los recursos adicionales de LevelUp Creators, como el boletín semanal con consejos de negocio y un curso sobre ingresos de creadores y el camino del cliente.
Mindmap
Keywords
💡Creator economy
💡Email marketing
💡AI (Inteligencia Artificial)
💡Owned assets
💡Growth marketing
💡Deliverability
💡Segmentation
💡Personalization
💡Content calendar
💡Viral swings
Highlights
Casey Hill, a growth veteran with over a decade of experience, discusses AI and email marketing in the context of the creator economy.
ActiveCampaign is an email marketing and CRM tool designed for businesses beyond the basic email marketing stage.
Casey's career path includes working with small businesses, consulting for major firms, and launching his own e-commerce and course businesses.
Growth marketing involves distribution, amplification, and balancing fast and slow impact strategies.
The importance of setting clear expectations for email content and delivery timing for subscribers.
Maximizing impact by distributing content across multiple platforms and leveraging partnerships.
The balance between fast high-impact plays (like price changes) and slow high-impact plays (like building brand image).
The concept of owned assets, such as podcasts and newsletters, versus rented audiences on social media.
The importance of email deliverability and engagement, and how to improve it through specific questions and actions.
Casey's approach to teaching and consulting, including his work with UCSD and Stanford.
The evolution of email marketing from company updates to more personalized and engaging content.
The significance of reply rates in determining the promotional nature of an email and its deliverability.
The importance of segmenting and personalizing email campaigns based on meaningful data.
Casey's advice on focusing on the most engaged leads first to improve email deliverability.
The misconception that switching email marketing tools will solve deliverability issues, emphasizing the need for tactical improvements.
The role of email marketing in building and maintaining relationships with customers.
Transcripts
hey hey you're listening to the LevelUp
creators podcast Amanda northcut here
founder and CEO we help digital creators
build thriving sustainable businesses
they love and we are so glad you're here
welcome I am super excited to introduce
my brilliant guest today because he and
I are going to cover a lot of ground
especially on AI and all things email
marketing all through the lens of the
Creator economy but before I do here's a
little bit more about my guest Casey
Hill Casey is a growth veteran with over
a decade of experience in helping
software companies scale fast whether
it's garnering millions of views on Kora
and Linkedin or pioneering New Growth
levers like booking his team on hundreds
of podcast literally Casey is always
looking for creative and value-led ways
to grab attention and break free from
the mold in his current role leading
growth at active campaign He is building
organic growth engines to propel the
team to $1 billion in ARR that's annual
run rate that's 1 billion with a B to be
clear and on the Consulting side Casey
also works with some of the world's
biggest firms including firms like
McKenzie Black Rock Coleman's GLG
guidepoint and others where he provides
institutional guidance to private equity
and Venture Capital teams around topics
like SNB marketing vendor selection SAS
pricing SAS marketing and CRM tool
differentiation market analysis inbound
marketing and marketing automation
welcome Casey hey Amanda thanks so much
for having me so excited to to be with
you today and I mean this conversation
is going to be such a treat for our
listeners because Casey you are so good
at taking your massive breadth of
experience and applying it so clearly
and effectively to any audience so thank
you for putting on your creator economy
hat today to chat with me about AI best
practices around all things email from
newsletters to onboarding to
reactivations and importantly we're also
going to talk about the value of owned
assets which we jump into here in just a
minute first Casey in case someone's uh
this is someone's first time listening
to the show and maybe doesn't quite know
what active campaign does and how it
helps creators and online business
owners could you give a quick intro
yeah absolutely so first off I'm super
excited there's so many changes that are
about to happen in 2024 across a lot of
these topics um from automation email
marketing AI um I think there's going to
be some kind of watershed moments so
super excited to unpack those um active
campaign is a email marketing tool as
well as a CRM tool um to manage
relationships kind of bundled into one
so the way I kind of explain it to folks
the way I explain it to my friends who
are launching startups or creating
businesses is when people are first
starting out there's a lot of tools that
I think facilitate kind of basic email
functionality there's tools like
MailChimp and convert kid and a new one
called beehive which I think is great
and these are really powerful tools to
be able to essentially execute on
creating your first kind of email
marketing drips but I think that as
businesses grow a little bit they often
kind of hit these inflection points
where they say hey it'd be really cool
to be able to manage relationships I
just went to an event and I want to
follow up with certain people that I ran
into or I have certain deal deals that
I'm trying to kind of Monitor and that's
where that CRM piece kind of comes into
play so often times that person will be
like okay I have this email tool now I'm
going to get this separate kind of CRM
tool to manage some of these
relationships and as we all know in
business today you often use even as a
small business a d dozen different Tech
tools right I got cly because I need to
book stuff and I start using you know
clickup or notion to start monitoring
things and so the other factor I think
that's really important with businesses
is to find a tool that a lot of things
can plug into so you're not having to
constantly go with these complex outside
Integrations so that's essentially where
AC sits it's for that business that's
matured beyond that kind of just basic
email marketing stage looking for a
little bit more sophistication looking
for something that works with all their
tools as they kind of scale um to that
next kind of stage of their business
nice yeah that's a great explanation and
um if listeners if you've heard any of
our previous episodes you've probably
heard us talk about active campaign and
or convert kit and so we feel that those
are an essential piece of a Creator
first business Tech stack and active
campaign is such an unbelievably
powerful tool and we have gotten
unbelievable results for our clients by
fully leveraging kind of
the uh Swiss army knife that active
campaign is and so I'm super excited
again to have this combo and dig into it
a little bit more uh but first i'm going
to roll back just a second uh I want to
point out that you have a lot going on
based on what I just read through on
your bio and um I'm realizing that the
teaching gig that you have did not even
make it onto the show intro so can you
give us a little backstory on your
career path and kind of how you got to
where you are today yeah for sure so
I've been basically in software in SAS
as an industry for almost my entire
career in terms of kind of my day job so
I've been doing that for about 13 years
now and during the course of various
different businesses I've kind of always
been focused on that SMB sector so
working with a lot of small e-commerce
companies creators Consultants agencies
who are often that four-person team that
eight person team sometimes even that
solopreneur team so spent a long time
with people kind of in that initial
inflection stage throughout my career um
I've worked a lot in mtek specifically
so working now at active campaign worked
for a competitor called entrep a handful
of years back and during that time also
started to do a lot of consultation so
because I was very exposed to this
industry started to meet with a lot of
different companies and help with vendor
section talk about kind of what's
happening in mtek what are the trends so
I got kind of this unique lens to be
able to spend a lot of time behind the
hood of almost all the major players
spent a lot of time in HubSpot and pipe
drive and convertkit and MailChimp
Constant Contact mailer light keep I
mean I could keep rolling and rolling um
but what was cool is to get a little bit
of like that 30,000 foot view oftentimes
I think that you know we choose a tool
we kind of jump in and we're not quite
aware of what's happening in the overall
ecosystem so I've been lucky enough to
be able to work with a wide range of
clients and a wide range of tools kind
of in that space and then starting in
2016 I actually launched my own
e-commerce business that I took to
Kickstarter we raised 40K and then we
kind of had a phase where we went direct
to Consumer and then we went to retail
so that was cool to be able to take some
of these skills that I was learning
every day actually working with folks
and be able to kind of build that small
business on the side so that was really
fulfilling and enjoyable and definitely
learned a ton about you know add spend
learned a ton about kind of monitoring
those relationships and because it was a
physical e-commerce business also a lot
about shipping and fulfillment and those
different pieces so that was an
adventure then because for a number of
reasons one of them being that the
margins in physical product businesses
are really tough in 2021 I also launched
a course business so I started kind of
down that path of of basically running
digital courses seeing how that kind of
varied building an email list kind of
going through those motions um once
again on the side so all of these
businesses that I was running I was
running concurrent while working
full-time um in basically that SMB mtech
space across entrep then a company
called bonjoro and now active campaign
um over the last nine or 10 years or so
those three those three companies um so
that's kind of what I was doing and
during that time getting a little bit
more also into institutional Consulting
so Consulting I started out I started
out doing small business Consulting
right conversion rate optimization email
that type of thing and then I stumbled
upon a company called guidepoint and
guidepoint essentially was like hey we
have questions about SNB mtek um and
we'll pay you a lot of money for an hour
of your time to talk about these things
and I said oh what the heck I'll try it
um and it went well and they booked more
sessions and then that's what got me
onto the GLG path and eventually some of
these companies started to reach out
directly hence the connections in with
McKenzie and black rock and some of
those other firms that basically were
looking at often times like large series
Investments and they wanted to talk with
people that were deep in the industry
that used these tools that understood
them to know like what does the partner
ecosystem look like what are the
differentiations uh is it sales Le is it
marketing Le those types of questions um
so that was kind of the Arc of that then
last year I decided to try to reach out
and do some teaching so I actually cold
reached out to UCSD and and part of the
reason I did this is I was going through
a hiring phase and I was a little bit
frustrated with the challenge of hiring
brand new people with marketing degrees
who didn't seem to have a lot of like
actionable industry skills they didn't
know a lot of like Channel specific
knowledge it felt like education was
very Theory based we were teaching
people about stages of the funnel we're
teaching people about icps and buyer
personas and all these stuff but what
about how to write on Twitter how to
write on LinkedIn how to actually run an
email campaign like what actually
converts some of those skills that are
applicable and valuable to a company
when you bring someone on were kind of
lacking so so I reached out to UCSD
essentially with the pitch of saying if
you want an industry practitioner who
will talk about what we're actually
doing day-to-day the actual Channel
specific stuff um I would love to do
that and luckily they said that sounds
brilliant we'd like to do that um and so
I built curriculum taught it went really
well so I taught it for a second
semester um and then Stanford actually
recently reached out and was like we
feel like demand generation is changing
would you be open to doing a course um
through our Stanford extension around
demand creation and where that exists
today and I said that sounds brilliant
so I'm looking to do that in April of
2024 um so that's kind of what started
the uh the teaching Arc so cool that is
so awesome I mean yeah the university
model is uh fairly arcan as it goes
anyway and yeah I mean universities are
are research institutions and I could
talk about that situation all day in the
conundrum with the hiring Pipeline and
all those kinds of things that's one of
the reasons like we hire young people
and college intern turns and have a
specific College internship program um
so we can kind of like influence those
outcomes and learning so I think that's
super cool that you are giving back in
that way I love um kind of the The Arc
of your career narrative as well I mean
your experience in Consulting and
digging under the hood of like all these
different businesses is so interesting
and that uh in agregate
really enables you to give so much
better advice to other people one when
you're looking at a whole bunch of
businesses and also when you're doing
that work yourself running your own
e-commerce business running your own
digital products and things like that it
gives you so much empathy for the people
that you're helping and it totally
changes your way um or changes your
level of impact because just like at the
University model you're talking about it
being uh more steeped in theory than
action Consulting can often be uh more
steeped in theory than action that's
like that whole um what's that saying
it's like those who cannot do teach or
those who cannot do consult or something
like that so if you can can bridge the
gap where you're actually doing uh
practicing what you preach and things
like that I think that's really really
valuable and again like I mentioned kind
of in your intro like your ability to uh
distill your learnings into
actionable you know strategic and
tactical methodology for any audience
kind of within that umbrella that needs
like marketing technology and all of the
growth marketing and things like that
which is just about everybody these days
uh it's such a unique skill so I'm super
excited to talk about uh the Creator
econ me
today and this next question is
intentionally broad but what makes you
so good at growth marketing and how can
our creator economy listeners apply your
learnings in their own businesses yeah
it's a great question growth marketing
is is so interesting and it's changed so
much and even the term like head of
growth feel like is very kind of
nebulous no one knows exactly what that
means is that a marketing role is that a
sales role I think that um it's an
interesting term but the way that I
think about growth at this stage growth
marketing specifically is it kind of
starts by having an eye towards
distribution and amplification so it's
funny actually in my class where it kind
of culminated in people building a
Content calendar one of the things that
I was very focused on in that class was
to make sure that it wasn't just a
Content calendar but it was also a
distribution plan one of the things that
when I work with teams and in my own
role all the companies I work with is I
push really hard in saying how are you
Distributing this and how are you
getting this in front of more eyes so so
it's not enough in today's world to just
make content and just post it on social
right you need to be finding those ways
to hop on a podcast to talk about it to
tie in on a collaboration with a partner
and get them to email out about it you
need to be thinking with that hat of how
am I going to amplify this and on social
one of the things I've always been a big
Pusher of as well is to maximize impact
to time so when I when I spend time
crafting a LinkedIn post I'm also going
to move that into SLS on Reddit and SL
entrepreneur and I'm also going to put
it onto my Twitter and I'm also going to
put it onto specific like demand curve
on slack specific communities on
Facebook so the footprint of that post
that might get 20,000 views might be
100,000 views for literally maybe 10
minutes more of my time you have to
sometimes craft to the medium a little
bit but if your focus is just generating
really good content often you'll find
that it could be applicable in a lot of
places so that there's a lot of
different ways and arms of distribution
but I think one think about any content
that you build with that lens
distribution and amplification the next
thing I think it's really important
about growth marketing is to have this
balance between fast high impact plays
and slow high impact plays so the way I
describe this to folks is if you go
change your prices overnight you just go
raise your prices $10 a month now higher
usually what happens is the following
you will see a immediate step change in
your revenues that will move up
sometimes there'll be a little dip
because you often will get a little bit
of a churn bump right you you you'll
raise your prices it'll increase your
average revenue per user you'll get a
little bit of a churn bump but for the
majority of people that are using that
discretionarily like you're not raising
prices 10 times a year usually it's net
positive is is the honest thing it might
frustrate people but usually it's net
positive for the business so that's a
fast lever it's a fast lever that
creates high impact within your
organization same thing with website
optimization like changing your core
copy or changing something on your
pricing page that can create a big
impact quickly but the challenge is as I
just kind of noted you can't do that
continually you can't just keep getting
that same benefit by optimizing your
website you can't keep getting that same
you can't raise prices 20 times so it's
finite so you have to balance that with
these slower levers that build over time
and that's things like your owned assets
a podcast that you launch a newsletter
that you launch building up your brand
image all of these things that can be
really powerful SEO but they take time
there are these cumulative levers that
slowly build and so I think that my step
one is think distribution amplification
my step two is where is your combination
of those fast and slow plays in your
road map and I can tell from working
with a lot of Brands if you just focus
on fast you're going to have a bunch of
peak and valleys and if you just focus
on slow you're going to be moving so
slow you'll see that continual growth
but you'll often have too much of a burn
rate that people will you know you'll
Peter out you'll quit you'll fall out
because you're not getting to that Point
fast enough so that's my second pillar
and then the final one this comes from
my mentor Pat Campbell who sold his
business for $ 200 plus million do I
think he's brilliant in the content
sector and one of the things he always
pushed me on was he said you need to
have a combination of Maintenance and
viral swings in your marketing plan so
maintenance is the stuff we all know you
need to have the case studies that say
we solve x problem we do you know we're
inserted at this point of the funnel and
and it's all the stuff that you know you
need to be doing and mistake to not do
those things because there is you know
people are going to search for terms you
need to have some sort of visibility so
maintenance swings are important but you
also don't want to have just maintenance
swings you want to go out and create
that creative show that has a 20% chance
of success but if it works it could be
something that could get you hundreds of
thousands of views your bottom of the
funnel maintenance swings is not going
to drive that top of funnel stuff so the
viral swings is where you get out and
you really try those things that are
more out there to get that top of funnel
strong and I think if you do that with a
good Tempo then over the course of the
year you maybe have four Flo viral
swings but you have one or two that land
and that works out in creating a strong
top of funnel momentum so those are kind
of the three pillars balancing the
maintenance in the viral having the fast
and slow and having that distribution
lens that I think really help make the
most effective growth marketers I love
that yeah and then kind of thinking like
in rhythms like what do we do on a
recurring BAS basis whether it's the
podcast or you know long form YouTube
video or whatever yeah I love I love
that lens that's a really good kind of
one two three punch and I think I want
to double click really quickly on the
distribution amplification Point number
one of of like growth marketing pillars
so I have two diagrams on my whiteboard
right here and one of them is
distribution channels and the other is
um content maximization diagram and so
uh we use this video podcast as what we
call our source content and from this
piece of source content comes at least
four newsletters at least four blog
posts or articles and we can make I
guess at least seven Clips or shorts
that we'll put out on YouTube and
Linkedin and then um I just kicked off
an Instagram account that I'm committing
to post on every day for at least a year
it's CEO unor Creator my face is right
there so it's easy to find but um I mean
it's just like an infinite content
creation machine if you have that like
long form content especially something
like a podcast or something that's
interview style and you are both pulling
the maximization levers to trickle down
through all of your available um
distribution channels and then you know
plugging them in in the right places so
there's just infinite ways that you can
slice and dice and that is so important
as a content creator Andor you know
online business owner solopreneur
anything like that people with limited
bandwidth and not necessarily like a
team to help them um thinking through
that lens is so so so important I'm so
glad you shared that thank you yeah to
totally and I think it also extends to
say you know you create all those assets
and then you reach out to me you say hey
Casey here's a clip that I think might
be valuable to your audience and maybe
you have Partners or you have other
people that work within the organization
you say hey I think this might be
valuable to your audience and then they
post it and so that becomes kind of the
ripple effect too you create all these
assets and then you can deploy them
across these channels that bring
amplification because they have unique
audiences they have people that aren't
exposed to you and that's I think where
the magic happens when you invest in
just high quality content and high
quality advice instruction all those
different things that enables you to
have a really good distribution plan
that's one thing I'll just I'll just
kind of say as the final point on this
is that I think a lot of times folks
will ask me well like why would a
partner share this thing that's just
about like my company and what I tell
them is if people wouldn't share your
content it's too like company specific
like you need to take that higher level
like if if you're looking at it and
you're like why would anyone share this
they probably won't right it's probably
something where you're just like
Shilling your brain
and it's not like actual wisdom that's
system agnostic and is applicable for a
lot of people so I think that's a really
good litness test is you want to be
non-promotional enough that people would
inherently want to share it I actually
push myself to do what I call the Reddit
test I will take content I will post it
on Reddit and I will make sure that it
can get 10 up votes and if my content
can't get 10 up votes on Reddit then I
will basically be like it's too
promotional I need to go back to the
drawing board and it can be it can be
tough because Reddit is a harsh
environment and ecosystem like people
will call you out people will slice if
it has even a shred of promotional
aspect but I think it's a great way to
test yourself to be like hey if this is
genuinely valuable to a wide array of
people and it's not just Product
Promotion I should be able to find
success on those channels and so just as
a simple way if you're thinking in your
head like I'm not sure how promotional
it is go run the Reddit test and see
you'll be it'll be interesting to
experiment with yes Casey maybe we
should have scheduled two hours for this
but I think it would turn into something
like highly self-indulgent because we
could talk about this stuff all day I'm
sitting here thinking about our before I
hit the record button on um the show
today you and I were talking about like
the importance of having ad spend ready
to deploy to amplify a post on any
social media platform that is
organically doing well so that's kind of
another lover that you can pull when you
are maximizing your content from a
source piece of content and you're using
uh lots of different distribution
channels including Partners we are
really big on Partner Market marketing
so thank you for mentioning that and
then putting a couple bucks behind
something that's already doing well you
know putting good money after good
instead of potentially like good money
after bad when something's already doing
well you have a proof of concept there
you're clearly providing the value that
your audience wanted to hear which is
the litus test that Casey is talking
about that you should not hit the host
or schedule button on any piece of
content that does not provide value even
if there is a call to action for you
know to pick up a lead magnet join my
email list for a newsletter buy this buy
that whatever um if there's not Value
First it's it comes across as like
pretty toned deaf and and a lack of
empathy for your audience so yeah
definitely absolutely yeah all right I'm
going to shift us here uh I want to talk
about this concept of owned assets so at
level up we do a fair amount of
educating on the importance of owning
your audience not just quote renting it
meaning having an email list is owning
your audience still on their terms of
course they're still in the driver's
seat whereas your social media followers
are your rented audience when you're on
social you're you're playing in someone
else's sandbox so to speak and the rules
can change on a dime uh social media
ownership can change on a dime as we've
seen in
2023 and um yeah that that can have
significant implications for your
account and therefore on your followers
and there are some parallels I want to
call out here when it comes to Brand
deals and or affiliate relationships
versus creating and selling your own
products and services so I think it's
fair to say you're renting products to
sell through brand deals and affiliate
relationships but it's far better to
create and sell products and services
that you own 100% of it's much better
for business and can actually help you
build your business on a solid
foundation rather than relying on spotty
brand deals and helping other brands
that you're affiliated with get rich
right so Casey can you kind of build on
that concept of owned assets and talk
about how that relates back to email
marketing yeah for sure so I think owned
assets is are super important and are
becoming increasingly important I think
as we move forward as we see so many
different changes that are occurring one
of the things I often have a
conversation with folks new startups who
are just kind of like trying to find new
organic plays to grow I have a
conversation with them about starting
your own podcast versus guesting on
other people's podcasts right and I
think that they actually serve different
purposes it goes back to this fast and
slow type of thing when I hopped on the
SPI podcast that might get 100,000
downloads right in that Creator space we
can go look at our sales when that
episode goes live this is back at my
time at bonjoro and we see like those
acute spikes right we might see 150
Trials come in day one and 80 Trials
come in day two like it is a pronounced
way that we're amplifying but again it's
rented I have no control over that
ecosystem I have no control over what
links go up I have no control over those
pieces so guesting on podcasts is a good
example of a lever that you can pull
relatively quickly you can get in front
of a lot of right fit folks but you have
very limited control on the flip side of
that when you start your own podcast you
start from Ground Zero you have no
followers you have to build this thing
up but you start from this relationship
building phase so one of the first
things I tell folks is when you start
you really want to think about the
relationships with folks that you're
building by having on guests that are in
your space that have different topical
expertise but that might have
connections it might be partnership
opportunities there might be a whole
range of things and so you're starting
out not from a direct driving business
but you're going to go through that
slower burn but you have full control if
you want to put a plugin for your
product if you want to advertise if you
want to have outside advertising one of
the things about owned assets although
they're slower you gain full autonomy to
use that however you want strategically
and I think it's important to note that
it's not only about being able to plug
in an advertisement at the end of your
own asset it's actually also about using
owned assets to open doors to be able to
work with a part partner to be able to
give them visibility to be able to give
them space you have this chip that you
now have full control over that you can
leverage in these kind of strategic ways
so similarly with email and I want to be
clear here that although there's changes
all the time happening on the algorithm
and you might go from getting 10,000
views to 2,000 views on social and
that's why we use that term renting even
email is you're still you know there's
changes all the time happening in email
right we all know Big Apple changes and
the auto opens and so that environment
is not as if you you know have no
challenges to contend with with the isps
but the advantage is as you build that
asset you have that space once again to
leverage and advertise and use it to
have on guest collaborators in that
exact same way to drive kind of
relationship growth so I think that as a
business you really especially if you're
a smaller business you want to be
plotting that one two three years ahead
and asking yourself what relationships
what connections what Partnerships are
going to take my business to that next
level because when you get into that
much larger Pond that much larger
ecosystem you use it to open that
strategic doorway that can be something
that has a profound change in your
business um and so I think that it's
very important for folks to be thinking
about both of these to be honest the
rented as well as the owned audiences as
you kind of build out your game plan
yeah totally I mean you should think of
top of funnel as you know rented
audience that's totally cool you just
you want to have this thoughtful
customer Journey uh laid out where
you're offering your email newsletter
you're offering offering a lead magnet
which is like a valuable download that
you give people in exchange for their
email address build up that owned
audience over time continue to add value
build relationships relationships
relationships and then you're looking to
sort of not flip a switch but kind of a
slowburn on creating reciprocal value
between yourself and your community of
followers and your owned audience uh
where you're going going to eventually
ask them to buy things right like I mean
we're our whole POV here is that like uh
totally calling my shot creators are the
future of direct to consumer spending I
mean influencers brands are already
obviously very much catching up here but
Legacy Global Brands maybe not so much
but um people want to buy from people
that they like that they feel that they
know trust and are getting value from
and so that's why brand deals are so
incredibly effective as compared to so
many other types of marketing and
distribution channels like we were
talking about a minute ago um but I mean
the the
the ethos the yeah of control is
Shifting very much toward creators and
influencers because like we have the
attention and and people are always I
mean brands are trying to buy attention
right that's how we make sales is
through attention so if you can couple
the attention with relationships with
creators and influencers you can make
lots of sales right but what I think
we're saying here in terms of owned
assets is like sell your own make
awesome for for your audience
specifically and they will buy it from
you so that's great to get a brand deal
um and get paid for that but you're
helping make somebody else Rich right
you've built the audience you have
expertise in something make your own
stuff and sell it Own It own your
audience own your stuff own your
business own your revenue streams right
100% uh and just kind of building on the
this concept of of relationship building
and the importance there let's talk
about best practices with your email
list so there's very much a right way to
do email marketing that will produce
great results for creators and on the
flip side of that coin there is a very
detrimental way that email marketing can
be used as well so Casey can you break
this down for us and give us maybe like
the top five or so most important uh
important and impactful best practices
around email marketing yeah for sure so
there's a lot to unpack and obviously
the tactics are going to vary depending
on exactly what you're trying to do with
email but I think the first thing is
that email has evolved and changed a lot
from you know if you go back a decade
and you remember all those newsletters
that were just like company updates you
remember if you would get like this long
thing that was like we're launching this
product and we're doing this and we're
doing this and it was like 12 different
ctas in every single one I think that
there's so much noise in your inbox the
very first most important thing that I
advise people is is set
expectations what are you going to send
people and when are you going to send it
and the actual when are you going to
send it I find is actually done by very
few businesses and is actually still a
huge opportunity so I mean by that is
saying like we will contact you each
Friday at 9:00 a.m. PST with a use case
of how a Creator went one to 10K a month
as an example right and then you have a
crystal clear expectation exactly what
that person's going to get they're going
to get a use case it's going to be a use
case that's applicable to that Creator
at that stage very clear expectation so
that's one of the first things I think
that is super important is to make sure
that you set that expectation the next
thing I think that is super critical is
I've done a lot of work over the last
maybe eight years now around
deliverability around engagement and
it's been this evolving art and there's
been all sorts of changes with inboxes
and so I think that one thing that's
super important is you need your emails
to actually be read and to be engaged
with and a lot of the kind of benchmarks
that the industry has set out you'll see
I think campaign Monitor and a handful
of others they post like the annual
benchmarks right and they'll tell you
that hey your industry has a 21% average
open rate and a 1.2% clickthrough rate
and they'll give you all of these kind
standard benchmarks what I have found is
that this has led people to often have a
standard of like okay 20% 20% it's
awesome 20% is great well unless you are
a huge brand you know if you're Nike if
you're some massive brand okay when I
look at those people's emails campaigns
I've been behind the hood of a couple of
those Brands yes those are going to be
lower because you're sending to 15
million people per blast but especially
for small creators your Dynamic should
be different if you're setting
expectation if you're bringing people
into that funnel the last email
newsletter that I created which was
called growth corner and was
specifically focused around like growth
tactics we had about a 74% open rate and
about a 12 to 15% click the rate
depending and that was you know across I
think ended we had something like 40 to
50 emails that kind of dripped out so I
think that the first thing is to
challenge that status quo but going back
to deliverability like how do you at a
face level get better deliverability
well or deliverability engagement I want
to be clear here too I'm talking about
people not just you delivering but also
people opening it so the first thing is
like I said before is you said
expectation that's super important but
the next thing is replies are being
heavily prioritized in terms of inboxing
so one of the big ways that inboxes know
whether your message is essentially
promotional is when you send a personal
message to someone it has like an 80%
reply rate if you send a message to like
a colleague or your family right whereas
if you look at the reply rates for
promotional marketing campaigns I mean
those are super low right so it's an
easy tag where if someone sends out a
thousand emails and it has a 2% response
rate they're like okay that's
promotional so one of the first things
and Pat Flynn who also has done a lot of
work around deliverability I've chatted
with him a lot about this and he has
actually created videos where he calls
out and talks about this structurally
but the idea is ask very specific
questions early on and start ramping up
that reply rate and so an example of a
bad question is something like hey do
you have any questions or even something
like what is your top challenge can
sometimes be a little bit broad because
it can go a lot of places whereas if you
kind of sharpen it a little bit and you
say like what is your biggest challenge
with customer acquisition right now or
what is your biggest challenge with
insert something that helps kind of
focus because if you're a Creator you
know how many hats you wear someone's
like what's my biggest challenge I'm
like oh geez where do I start like I
have turnover problems Tech is confusing
acquisition is challenging so you might
not answer that question because it's
just like this huge open bag whereas if
someone's like what are you struggling
right now with your paid Facebook
campaign you're like oh yeah well my my
cost for acquisition has gone through
the roof and my targeting I've keep
trying to change it the retargeting
isn't giving me the same returns like
that kind of stuff is more top of mind
so another big question or big thing I
would focus on is try to get more
replies try to get people communicating
ask very specific questions to try to
get there the next thing I would kind of
say is segmentation and personalization
are super important but I have a little
bit of like a bone to pick with this one
of the things I know is that a lot of
people that come on and they tell you
like you need to segment and you need to
personalize they don't even do it
themselves I've been behind the hoods of
the gurus who are like personalization
is the most important thing and then I
look at their campaigns and they're not
doing any personalization so I think
when it comes to personalization what
you want to do is think really carefully
about what actually structurally matters
and make sure that you're asking less
questions but the right ones to
personalize based on on so what I mean
by that is instead of on intake being
like what's your industry what's your
company size what's your role you know
like you have like 20 questions right
what is actually meaningful so in some
cases it might be industry you might say
look my e-commerce customer versus my
SAS customer like if I know that
information I can send them use cases
that are tailored to that and that is
what is most important but what I found
in other cases is you might say actually
really company size is more important a
5,000 person B2B brand is more similar
to a 5,000 employee direct to Consumer
e-commerce brand than it is to a
solopreneur brand of either type so it
actually is the company size that is
going to be most relevant to you
supporting that person in the right way
you providing that use case imagine
you're an Enterprise brand who signs up
and you get a use case like you're an
e-commerce brand but you sign up and
you're you know beard brand some huge
brand and you get a use case from a
solopreneur that's not a good hit you're
like whoa okay this doesn't seem like my
type of you know like they operate with
a different type of clientele so the the
next kind of pillar I would really push
people to focus in on is to ask less
questions but ask questions that you're
actually going to do something about and
that should be I think your your litmus
if you will um kind of going into it so
I'll pause there for a moment I think
there's a lot of specific strategic you
know if I'm talking with people about
like you know onboarding your first two
weeks and how many emails you should
send in like you can go down the rabbit
hole of different types segments but I
hopefully some of these are kind of like
the high-end scaffolding that in many
cases I find a lot of Brands probably
aren't doing you're probably not telling
people the exact timing you're sending
to them you're probably not going
through and having a really good
targeted question at the right time and
so these are things you can actually go
and audit your flows tomorrow and just
look at what is the difference like I'm
a big fan of data and experimentation
like everything I said here you should
be able to test and see that lift thaten
happens from following those best
practices yeah and man we talk about
expectation setting for a long time that
is so foundational to trust in
relationships right and that's not just
in business you could you can draw that
out for any of your like personal
relationships but um I like what you're
talking about with regard to um setting
expectations delivering on expectations
and doing that over time and that's in
all of your marketing as well so um I
know this is a little a bit different
than email marketability or email
deliverability but uh especially with
recurring Revenue products which we love
an active campaign helps us really U
maximize like LTV customer numbers
retention everything like that um with
email marketing automation
but you damn well better be prepared to
deliver on what you promised throughout
your marketing efforts and probably like
10 to 25% more right kind of that
Delight surprise and Delight your
customers and um I think that's just so
important in every aspect of your
business and your life so that's like a
really broad kind of umbrella lesson
that you could overlay on anything but
really glad that you said that um okay
and then I'm G to shift us again a
little bit but I I do again appreciate
like talking about how email
deliverability works is super important
because I mean a lot of uh content
creators like don't quite know that yet
right I think a lot of people a lot of
people throughout even like B2B
businesses don't quite understand how
that works and so um I think that's
super great that you're kind of hit the
nail on the head there on get people to
respond to your emails and that will
really help you in the future and active
campaign has something that I called a
Spam ometer it's when you uh test your
email and it it runs a little like spam
check on your your wording and verbiage
throughout like in the subject and
preheader text and in the tech actual
body of the email and it will tell you
like hey you can't use that specific
word um in the subject line like that
looks really spammy and icky and and
even like I send nothing that's spammy
or icky and we don't send anything on
our clients behalf that's spammy or icky
but I mean even at the beginning of this
year I didn't know you couldn't use
certain words in subject lines or that
would really damage your uh
deliverability so I think that's really
important to be thinking about yeah that
the Tactical piece of that I I think is
so so often when people think about
deliverability they get so fixated on
the technical right they're like okay
I'm going to do this in my dmark I'm G
to do that like and there's all these
different steps and those can be
important I tell people like if you see
some dramatic step change and you're
doing 40% and overnight you're doing 10%
yes maybe you go get MX toolkit or
something and you go check to see if
you're on Blacklist and you can go
through that whole technical side but
for 95 plus percent of folks it's
tactical when I get in with a client
who's struggling and we help elevate it
it's all about okay focus on your most
engaged leads first we'll start creating
positive signals from your ESP we'll
start bringing all those open and
engagement rates way up and people are
like uncomfortable I'm only going to
send to 1/5th or one tenth of my list
list I'm like trust the process we're
going to work on creating that
reputational change over time the
Tactical piece is so critical and so
important and so definitely if you are
struggling right now to not getting the
open rates or the clickthrough rates
that you want strongly encourage folks
to start at that tactical level start
smaller start with less folks take your
most engaged people and begin that
journey of trying to create those
positive signals and the other thing
I'll say and this is coming from someone
who works at an email marketing company
I will say Don't just jump around
Solutions hope oh I'm getting a 20% open
on MailChimp so I'm going to go hop over
to this tool to get better better
deliverability like this just hopping
between email tools will not solve your
deliverability problem most of the major
esps send in a similar way which is a
shared pool of ips basically you have
100 companies and you have you know say
50 IPS and they're all routing through
these bulk IPS that method ology is
quite similar across Brands so you might
see there are third- party tests that
will run and say you know a brand like
clavo for example that might work with a
ton of e-commerce Brands they might have
slightly more deliverability challenges
just the nature of certain people they
work with but in general the rule of
thumb is focus on the Tactical side
don't think of I'm just going to switch
tool switch tool switch tool as kind of
this end all to solve your
deliverability challenges because you're
just going to stay mired down in that in
that challenge until you fix those best
practices cool yeah thank you time is
precious thank you so much for sharing
yours with us level up creators exist to
amplify The Voice reach and impact of
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