On this episode of Build Better Brands, Danielle Clarke is joined by Kyle Stout, an email marketer, digital marketing consultant, founder of Elevate & Scale which helps e-commerce businesses unlock hidden revenue and put their sales on autopilot while spending zero on advertising.

KEY TAKEAWAYS

• Email marketing is in the back of the business owner's mind as something that’s always going to be there, so it goes on the backburner, and they don’t dive into it or realise how much potential is actually there until they talk to other business owners or they start to implement it themselves. Assuming you have an existing list you can get traction going pretty easily. 
• Email marketing is more valuable today than it ever has been because it’s one of the only places left where you have a direct line of communication with your audience on a platform that you own and control. With social media everything’s changing quickly where you can build up a following quickly on one platform and then the attention shifts to a new platform, or there’s a change to the algorithm and your content is seen by a fraction of the people who used to see it. Email is reliable and sustainable. But, social media is also stronger than it’s ever been before.
• Don’t over complicate things at first. First, you need to have a way to capture leads like a form on your website where people can opt in and offer them something in exchange for signing up because people know how the game works and don’t want to sign up to an email list for no reason, even the promise of exclusive content. You could offer a coupon for their first purchase, free resource or training, a consultation call – whatever makes sense for your business. Then, you need to have an automated email set up so as soon as they opt in they get more information about your brain, products, services, what kind of customer experience they can expect, customer reviews if you have any to share. Beyond that (for the vast majority of businesses) there are several other automated options you can set up that are tied to your sales process.
• Doing a storewide sale is the quickest way to get a spike in revenue, I’m not saying you shouldn’t do that, but it’s a tool to have in your arsenal. If you only send those kinds of emails people aren’t going to want to buy at full price anymore. Don’t rely on gimmicky subject lines to try to spike your open rates, your sender reputation – what they think of you – is way more important than the subject line, if you send them emails they like receiving you’ll find (to an extent) it doesn’t matter that much what you say in the subject line, your open rates will go up and down based on the content and when you send emails to specific segments of your audience  within you list. Don’t send every email to everyone on your list.

BEST MOMENTS
‘When life throws things my way I just want to say “yes” and jump on things that interest me.’
‘Social media is the tool to get the attention from your target customers and email marketing is the tool to capture that attention and turn it into revenue for your business.’
‘Wait until you get a few hundred emails on your list before you start to take on the additional challenge of coming up with new ideas and sending emails on a regular basis.’

ABOUT THE GUEST
Kyle StoutStarted as a freelance copywriter in 2013 specialising in email marketing and sales process optimization. He has developed email marketing frameworks that generated over $50 million in revenue for clients. He launched Elevate & Scale in 2019 where his clients typically see 30-50% of their total revenue attributed to email marketing
Website:https://www.elevateandscale.com/
Linkedin: https://www.linkedin.com/in/kyle-stout-6804a117/
Youtube: https://www.youtube.com/c/ElevateScale
TikTok: https://www.tiktok.com/@elevateandscale

PODCAST DESCRIPTION
The Build Better Brands podcast is to inspire small business owners and help them realise that they don't have to be Nike to have a great brand, and the sooner they start to focus on making it better, the sooner they can improve their lives and the lives of others.
On the show I’ll be talking to business owners that have built brands from the ground up. Branding is how you present your best self to your audience consistently. And if they can do it, so can you!

ABOUT THE HOST - DANIELLE CLARKE
Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner. She spends her time consulting and working with business owners to help them attract and retain their best customers.

WORK WITH DANIELLE TO HELP BUILD THE BRANDING AND MARKETING STRATEGIES YOUR BUSINESS NEEDS TO GROW: https://calendly.com/hello-danielle-clarke-creative/free-15-min-discovery-call

CONNECT WITH DANIELLE ON LINKEDIN: https://www.linkedin.com/in/danielle-clarke-creative-brand-designer-marketing-consultant

SUPPORT THE SHOW: https://www.buymeacoffee.com/danielleclarke 

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