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Let’s face it: times are changing, and email marketing is no different. But how do we know what the heck we should start doing, stop doing, and change how we’re doing it?!
Martha Bitar is the CEO and co-founder of Flodesk, the fastest-growing email marketing platform designed to help small businesses create beautiful, branded emails. With her love for design and commitment to her customers, she’s led Flodesk to $27M in annual revenue without any outside funding.
As a devoted mom to her toddler, Martha is learning to balance running a thriving startup and motherhood, all while being a lifelong learner constantly seeking new ways to grow and innovate.
Her partner-in-crime, Natalie Franke, is an author, community builder, neuroscience nerd and mama bear for small business. As Head of Marketing at Flodesk and USA Today bestselling author of Gutsy, she leads tens of thousands of small business owners while fostering a spirit of community over competition around the world.
In this conversation, Martha and Natalie spill the beans about what’s working for email marketing in 2024, and school us on the trends we should hop on, their tricks to increase conversions, and what metrics we ACTUALLY need to pay attention to.
Trust me when I tell you this episode is JAM-PACKED with information you can take action on TODAY, so grab a pen and paper and get ready to take notes!
Before we dive in, I want to share with you my FREE email list-building challenge that helps you start, serve, and grow your email list to get your message in front of the right people, at the right time!
My email list is the #1 way I drive profits in my business and I want you to build your own list you can launch to, so sign up here to let me be your personal guide for 5 days of FREE training!
Without further ado, let’s dive in to my conversation with Martha Bitar and Natalie Franke.
The Power of Email Marketing
Despite claims that email marketing is outdated, Martha and Natalie argue that it is still a highly effective marketing channel.
According to a recent DMA report, the average conversion rate for email marketing is approximately 4.29%, which is significantly higher than conversion rates for social media and other advertising methods. In addition, the return on investment (ROI) for email marketing is impressive, with some sources citing a return of $42 for every dollar spent!
This just goes to show that email marketing is far from “dead”… it’s still a very viable place for small business owners to market their businesses.
Strategies for Growing Your Email List
When it comes to growing your email list, Martha and Natalie provided super valuable tips and strategies. They emphasized the importance of creating valuable lead magnets and engaging content to attract subscribers, and they also discussed the effectiveness of leveraging the link in our social media bios to drive email sign-ups, too.
They highlighted the power of quizzes as a tool for collecting email addresses and gaining insights into your audience, which is personally one of my favorite ways to grow my email list.
Take The Level Up quiz to see how it works for yourself!
Lastly, according to Martha and Natalie, consistency is key in email marketing for engaging subscribers and prompting action. Maintaining a regular email schedule, whether monthly, bi-weekly, or weekly, is crucial for keeping your audience engaged and informed. By consistently appearing in their inbox, you establish trust and familiarity with your subscribers, increasing the likelihood of them taking action on your emails!
Crafting Engaging Email Content
One thing Martha and Natalie said is KEY to getting your audience to engage with your content is ensuring your emails have clear call-to-actions. Having easily identifiable buttons and links in your emails can encourage subscribers to take the desired action, whether it’s visiting a sales page, signing up for an event, or making a purchase. By making the call-to-action prominent and easily accessible, you reduce friction for the subscriber and boost the chances of conversion.
They also suggest incorporating elements of urgency and FOMO (fear of missing out) in your email content. Creating a sense of urgency through limited-time offers, exclusive deals, or countdown timers can motivate subscribers to act promptly, knowing the opportunity may not last long.
Curated content is another effective strategy for maintaining engagement and driving action in email marketing. By providing valuable and relevant content tailored to the interests and needs of your audience, you can keep subscribers interested and eager to open your emails! Curated content may include product recommendations, industry insights, personal stories, or exclusive offers that resonate with your audience.
Martha’s Predictions for the Future of Email Marketing
Martha predicts a split in the world of email marketing, where there will be a distinction between content-focused email marketing and data-focused strategies. She foresees a shift towards AI-generated content versus AI working behind the scenes.
Though she does believe that while AI-generated content may become prevalent, it could lead to a homogenization of newsletters, making them sound similar and less authentic. On the other hand, she envisions a trend where AI is used to power insights and recommendations, enhancing the human connection aspect of email marketing.
Natalie’s Predictions for the Future of Email Marketing
Natalie shares her vision for the future of email marketing, focusing on advancements in email platforms like Gmail and Yahoo. She anticipates these platforms becoming more adept at handling categorization and pre-populating images from emails.
She also emphasizes the importance of visual appeal in emails, suggesting that beautiful and visually engaging content will play a significant role in capturing and retaining the attention of email recipients.
Natalie envisions a future where email platforms prioritize user control and personalization, allowing individuals to curate their inbox experience according to their preferences.
Connecting with Martha and Natalie
To learn more about Martha and Natalie’s insights on email marketing and connect with them, check out Flodesk, follow Martha on Instagram here, and follow Natalie on Instagram here.
And if you’re ready to build your email list, I’ll see you inside the FREE Zero-250 list-building challenge here!
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