Does Email Marketing Work? Molly Finch and Scott MacKenzie

SUMMARY KEYWORDS

Email marketing, marketing challenges, young thinking, industrial maintenance, AI-generated content, email campaigns, subscriber engagement, email frequency, personalization, email structure, social media platforms, webinars, marketing strategies, email effectiveness, industry success.

00:00

So you might be asking yourself, Scott, where's the intro? Where's that witty verbiage that you normally use in industrial talk? Where's the continuity between what we're going to be talking about and this intro? Well, let's just say we are in an iterative process for a new product project, a new podcast that will begin to expand upon things marketing and sales challenges of today's industry. And again, you're saying, Well, Scott, well, that's that's pretty cool. That's pretty ingenious. Yeah, I know you're struggling out there, and I know that you're trying to use the tools that are available for you to amplify your message, open opportunities, and then solve maybe challenges, right? So I was thinking, because of my background, I was thinking, well, who could I talk to consistently who has their fingers on the pulse of what's taking place within the world of marketing, and all I could come up with is that I'm going to be talking to my daughter, Molly Finch. And the reason is, as you could tell if you're looking out on video, I believe industry needs to have young thinking to succeed, to be able to move forward, to be able to create the marketing solutions that are necessary for you to succeed. And I said, I got, I got, I gotta, I gotta talk to my daughter. And you know what? She didn't disappoint. She's amazing. And of course, I'm saying it because she's my daughter, but I'm saying it because you'll see in the conversation that we had about email marketing, email campaigns, you'll say, oh, that's that's true. And when we've got a series set up specifically around that. But to lay the foundation a little bit, to give you a little texture of where I came from, I pretty much I took a company public with the help of many people, and then I retired. And then I didn't like retirement. And then I started an industrial maintenance company, staff, augmentation, heavy equipment, lot of river work, things like that here in Louisiana. And I kept on going down that road. And it's very commoditized business, if you if you want to get right down to it, companies are very interested in, you know, the cheapest forklift driver, the cheapest whatever fill in the blank. And it makes for a very difficult business model to have success and margin, because it's just commoditized. And I came to the conclusion because I needed to get off of my butt and learn more about marketing. The reason I needed to do that is because all of this stuff was going on, I had a team to do my marketing, but did I really understand what that meant? And I have to say humbly that I did not. I didn't understand the tools. I didn't understand the strategies that can be deployed as a result of these marketing solutions. So I said, I'm going to learn. And that began my journey into doing podcasting, and we can go into that much later. So the typical approach was gone, Scott, learn about the social platforms. So I did, and I have seen a lot of changes happening in that Scott learn about email marketing, so been doing it for a number of years, seen a lot of changes, and I need new young insights, because, because you and I and many get stuck doing the same thing, thinking that we are doing what is necessary, that we're we're filling time with whatever posting. And sending out emails, or whatever it might be, I've come to the stark realization that there is a need to see how things, marketing tools, have evolved. And because I'm just in my salt mine, and I'm just doing it. Do I, Scott, have the insights, and am I exposed to the latest tools and techniques and strategies and all of the the algorithms and everything that is impacting that message? Am I keeping current. So again, trying to find somebody who has young thinking and how they look at business, how they look at industry, and to be able to apply that to help you move forward. So case in point, here we are. We're going to be starting this series again. This is work in progress. Is it junk thinking? I'm not sure if that's going to be the name of the podcast, or we'll settle on it and we'll have it more formalized. But right now, we're in the iterative stage of everything. What we want to do is get stuff out, begin to test that water, find our voice, understand what is impacting, and you're going to be a part of that journey. So our first conversation is around email, I get it. You get it. You get emails all the time. You get form letters. You get it's just hammering, hammering on your inbox. And if you're like me, I look at it, and I say to myself, well, I don't even look at it. I scroll. I just move on. And I I posed this question to Molly, and I said, here's what's happening. Nobody's looking at that email. I'm going through the process. I'm going through the exercise of creating these campaigns right thinking right now, thinking that it's making sense and it's doing what it needs to do when I know because of me, people are just sort of scrolling through it's making minimal impact. But there's a, there's there's light at the end of the tunnel. There's a silver lining in this cloud, and Molly brings that full circle. And in that conversation, that banter back and forth, we're going to have another conversation around email marketing. Start diving deeper. The reality is, you industry need to be successful. And to be successful, you need to be able to tell your story effectively and use the tools that are available. Use the tools effectively so that you your company succeed. That's a non negotiable, non starter. You need to succeed because society depends on you. That's how important you are to this particular platform, as well as what you do. And I don't want you to walk away thinking that you're not appreciated. So we start with email, and then I start to try to crack into the topic of social platforms. And I'll just sort of just give you a little insight real quick, just just a flavor is LinkedIn, the professional social platform for us. Is it effective? Is it effective for small to midsize businesses? Are we using that? Because I know it's large businesses. They got an army of people who sit there and like the same stuff. I see it. You see it, but is it effective for small to mid size and even large companies? Is LinkedIn effective?

09:30

I have some thoughts. I won't go into it, but are there other platforms that are needed that you need to focus on to be able to bring in young talent into your business, to be able to ensure that business is resilient and and, and has that, that energy, that passion of success, you know, maybe Tik Tok is, you know, Instagram. Uh, whatever other platforms are you making that investment? Because I'll just be honest, LinkedIn appeals to old people. That's it. I said it, it's out there. I'm not saying that it's not important, but I'm just saying is, you know, does my daughter Molly go on LinkedIn and sit there and surf and look and and read and see all the stuff? And maybe not. So all I want to make sure is, that as we go down this iterative process to develop this, this platform, a part of the industrial talk network platform, that we are really diving deep and being real in the world of marketing and what is truly beneficial for you? I have some ideas. My daughter has great insights and young ideas, but, but come along, be a part of this journey and and we'll learn together. So here's my conversation and the beginning of this podcast. I like young thinking, but I'm not sure if that's gonna fly, maybe it's yesterday. Who knows? Who knows? Well, we'll figure out. So here's Molly. Hi Molly. Well, hey dad, how's it going? I'm well. Thank you very much. Always great to see you. Yeah, although you're just a few blocks away from me, I like that,

11:40

but we got to use technology and record it, yeah, and record our conversations

11:45

anyway. How are you doing today? Doing great. You know, late to the conversation. FYI, they say that again, you were late to the conversation.

11:57

Well, you know, when you had dad Wait a 10 month old needing to go down for a nap. And, yeah,

12:04

okay, I'll go with that. All right. Listeners, we're going to be talking a little bit about a number of items that are near and dear to my heart. And quite frankly, as you can tell by the screen in the background, young thinking. I want young thinking, and the only way I could get young thinking is not talking to old guys like me, but talking to young people like my daughter, who is an absolute master at marketing. That's what I wanted to do. And then I wanted to share my pain, and then the solutions that come through Molly and and hopefully that you will understand. So with that said, the first topic out of the gate, because I just so that, you know, I just, I just rattled off a bunch of things that frustrate me, and it was on a list, and I just gave it to Molly, and it was just sort of this vomiting of of my problems, which is not good. I don't like that, right? We settled on emails. So here's my beef with emails. I know me, and maybe I'm I'm unique, maybe I'm one that doesn't fit into that category, but I get emails. I get email campaigns. I don't look at them in my inbox and I I question and the the validity behind email today in the world of marketing, what do you think?

13:37

Yeah, I mean, you know email marketing, I mean that is one of the older side of tried and true side of marketing, and it almost feels like it just, it's a must have, you know, if you're going to go out into the market, we got to have email marketing. Okay, we've got to make sure that we are adding to our subscriber list. And it a lot of times, feels like you just, it's just a must have. We've got to do this, and then you do it, and then a lot of times, crickets. I mean, I agree. Where there you get sent emails. And nine times out of 10, if it's a sender that you really don't care about or you really don't you know the information they're going to give you isn't going to be life changing or impact you, more often than not, you're going to delete the email. So I don't know is that, like, are there some senders that you get emails from that you just know, like, this is, this is not worth my time, because I think a lot of times too, is that our time is so precious that we're not going to spend time we don't. We know the type of email they're sending. We know the time of day they're sending it, and we don't have time to read this lengthy email, because we know they're not giving us any value in our lives.

14:51

So here's the funny thing to that point, okay, we have campaigns that old thinking that's out there. I have an email. Campaign platform. I do that, I, you know, and something in the back of my head is keeps chirping at me and saying, Hey, Scott, you got to create an email campaign, and then I send it out. And, you know, why? What efforts? The other thing that I I struggle with, and again, I'll be the first to admit that maybe I'm not the market, and maybe there are other people out there that that, you know, get into this stuff. But for me, if I get an email, and that email is not in bullet form, and it hits a lengthy paragraph, and then I have to try to read through it, then I have to try to comprehend what is going on. You know, what happens to me? Molly, I flatline, I flatline, I and then, and then, when I see that coming through again, what do you think I

15:54

do? Delete?

15:57

I'm not gonna read it. No, I don't even know if I delete. I just let it go and just, you know, my resources,

16:06

but because it takes so long to unsubscribe from email lists, you just keep coming. You're like, I know I've got to follow this link to unsubscribe, and then I've got to let them know why I'm unsubscribing and click all the boxes and re ask me again, do you want to unsubscribe? So then, you know, you have all of these subscriptions that you don't care about, and they just keep coming, and that's that's about

16:33

it. It's so true and it's so funny, because I, when I I get this is how impatient I am. Do I have to move my mouse? Yeah, and go and try to find that unsubscribe.

16:47

And sometimes it's at the top, sometimes it's at the bottom. I mean, it's just a whole thing.

16:53

It's a whole you just give up. It's like not

17:00

it's true. It's so true. I you know, I think one of the things that's such a technical term, right? Things, one of the things is Internet of Things, yes, that the you as the business own your email list, you have control over what you send to the people who have shown intent that they want to receive, whether that's because you gave them some sort of freebie promotion, whatever it is, they're on your email list and they've shown action and intent that they want to see more from you that They care at some point they've cared about your information with other forms of marketing, like social media, you're dependent on that platform to show your content, to show your business. You don't own it. So I do think there is something to be said for the the importance of email marketing, because you own that list. You have control over what you send them, when you send them information you're not dependent on. I mean, how, what, what year was it where social media shut down? And think about all of those. I mean, ad campaigns and just all the content that you have scheduled on your social platform, but this the platform. You don't own it, and it shut down. And I wonder how much money people lost, because, you know, they've thrown all their eggs into the social media basket, but they don't own it. And so I think that there is something there that you own your email list, but it again. It goes back to so you own it. But then what? How do you make that content relevant? How do you get people to open it up? You know, how do you speak to the people on your list? Like, for example, you're saying bullet, bullet form. Content is way better than paragraph. I've heard that a lot. It depends on, you know, the time of day you send it, all of those things. So I think there is something to be said for there is an importance with email marketing because of the fact that you own it and have control over it. I don't know, what are your thoughts there?

19:12

Yeah, I hear what you're saying. I I'm I wonder, and I truly mean this when I see a, you know, when it comes from an email campaign platform, it looks a certain way, yes, and it's, it's somewhat frustrating. And, and I, right off the bat, I'm already turned off, yeah, you own it, but I still believe and I'm all in on the case you need emails. That's that's never, let's just make sure that that's foundational. You need email, okay, I still use it. I still hit send, hey, great. I try to in my emails. I work to. Try to be short, pithy to the point done and, and, and, not AI. I was about to say,

20:09

man, because you start to go down that road of short, pithy hook, using all the hooks, you

20:17

know, in the copy, and you just put it through AI, and it's pretty you can tell it's written by AI. So where is that fine line? I mean, it's a tightrope. You want to get the content out, you want to share it with your audience, but you know, you got AI as a tool to help with efficiency, which is great, but how do you make sure that you still sound like you? Your business still has show has a tone. It's branding. It isn't just morphing into an AI version of itself, but it's staying true to what you offer, how you want to speak to your people. Exactly. Yeah,

20:54

exactly. I think that that for me, because I don't want that part of my brain with AI start to atrophy, and then I, I, you know, I struggle going forward. I want all of the the the warts and all of the problems that I deal with in my email to reflect that it No, it's me. It's me trying to put together a sentence and try to make it as as human as possible. It's me, and I'm adamant about it. Now, I'm not saying that there's not time and place for leveraging, yeah, that in in your emails, but I'm just saying, Hey, here's here is sort of

21:39

a challenge. I think number one, you know, in order to make your emails click worthy, you know, assess, how much are you leveraging? AI, I think one of your competitive, your most competitive creative edges, is your own unique voice. Yeah, are is your business leveraging AI too much, and have has it lost its own, its voice, the

22:09

soul, the correct, the culture, the soul, it becomes correct.

22:16

And I think that it is, that's right. It sounds the same. You can open up from 10 different companies, and they all start with, you know that that jargon, that buzzwords, that AI is very good at generating, and are you quality controlling the content that you're putting out there in your email list? Because I believe that your subscribers will cut. I mean, they catch on. I think it's, I mean, lightning speed, catch on that like, okay, they're those emails they're sending, AI generated, or just doesn't sound like them anymore. I don't care. I'm not opening them up.

22:51

You just know that as a that you know it. And then it's already a hurdle for them to read your email. And then all of a sudden, if they just catch a little whiff of the fact that it's, it's generated by an AI, Oh, forget it, forget it back.

23:09

Good luck. Yeah. And then also with, with emails. I mean, think about the AI generated images, specifically when it comes into in the industrial space, there is the slew of these AI generated images that I personally have such a problem with, because it just makes all of let's say, the technicians on the manufacturing floor look just a little too polished, a little too perfect. And I just Oh my gosh. It makes it so unrelatable. And it it almost the company, your company, what the emails that you're sending feel the complete opposite of relatable. You know it you already can tell like, oh, this whatever. Whoever sent this email doesn't know what they're talking about because they're using AI language and they're using AI generated images. Yeah, I can't, I can't relate to that.

24:03

See, I agree with you hundreds, and I think you brought up something that is is near and dear to my heart, and that's being relatable. Yeah, the reason I we, we're talking is that it creates that human side, the real human side, not the AI generated human side, the real human side with all of its, you know, blemishes and challenges that come with speaking, yeah, how do you take the email the campaign? Because we have there are emails that I look at, that I'm interested in. They happen not to be with much of the people that send me stuff, but there are ones that, if it pops in, if I'll give you one Amazon books, all right, I'm on unlimited, and then that Amazon email comes in, Hey, these are come some books that you want to consider for your Kindle. I'm all in.

24:58

Put it up immediately, exactly. Like,

25:00

look at it, right. How do we create, from an industry perspective, something that's relatable? Because we're not, we're not,

25:09

you know, one thought that just came to me is I almost feel like there's a thought process or a feeling that you mentioned Amazon, Amazon, the Kindle books, the unlimited books, and it's almost like, at least, I've thought maybe in the past, that well, that's just for Amazon Kindle books, like there's nothing with that email or that company that I can really learn from to then input or help, help it craft, use what I've seen there, and help it craft an industrial company email. But I think that we can learn a lot from why, you know, asking yourself the questions, why did I click that? Why did I want to open that up? Why do I care about this company and the new offerings that it has, yes, and I think it can that can help shape, use those same principles and help it shape what you're doing in the industrial space,

26:11

which you bring up a really great point. I I intentionally, from a retail perspective, I intentionally subscribe. To specific retailers. And whether I look at what I do look at is how they are communicating. What does that look like?

26:31

Yeah. What are the words? What? What word that made you I got to click that. I got to know more, you know. Yes. How are they? And I think it's, it's a challenge, and it's actual work, you know, where? Because, again, we've, we've really relied on AI for so much, but you our brain is the biggest asset. To ask yourselves, what, what are the words they're using here? How can I take those words and put them into an email for my company. And I think it's, it's, we've over complicated it, but I think that you have to do that legwork. You have to take that time, write it out, noodle on it, you know, think on it and and then help it craft. Use that to shape what you're crafting in the business side,

27:21

yeah, but I think, and I'm a big advocate, and I and it is also in the world of sales, world of marketing, I think that more than ever today that you have to be able to show that human side, you're human, and as much as it and industry's challenged by it, sometimes we're just we don't do that well, but the more you can bring in that human side, I think the better. And I again, I have my email campaigns. They look a certain way, and they go out and quite honestly, do they? Is that time valuable, or am I just which is, which is beneficial? Is it just for me to maintain some sort of attention? Just Yes, that's top of mind. Oh, they might not give me the thumbs up or respond or reshare, but they see it.

28:31

I think, if we're thinking about, yeah, there's many different things with emails, but I think, practically speaking, I think some tangible, rethinking just brand awareness, yeah, yeah, but I think some tangible things that I think number one, look at, you know, take stock of the emails that you open. Ask yourself, why am I opening these emails? And really take time to write out the language, to write out the way that the email looked on, you know, how did they list out the information? Was it bullet point? Was there a paragraph, you know, take stock of what you're opening and, and if, because, I think a lot of times too, I mean, you're probably the target market of you could, you could be a lot of times the target market of who you're trying to reach anyway. So you can ask yourself, What am I opening? I think, also recognizing to not rely so heavily on AI, to see it more as a productivity tool and not so much as a composition tool. I am curious from you, what are your thoughts on outbound links, you know? So you want to, you got the links in the emails, and then they take you somewhere. What are, you know? How does that? Does that deter you from clicking the link? Are you, you know, interested in clicking on it to learn more? I mean, What? What? How does that feel? You know? Yeah.

30:00

Um, yeah, in my email campaigns, I do have outbound links, it goes to my website and it highlights the conversation of whatever that podcast is. So I do have it. Do I Do I personally see an email come in with outbound links in them? Do I you know, yeah, if it's, if it's Amazon, and I'm looking for a book, yeah, man, you know, I, I do, but I try it's, see, there's a balance, yeah, when you do these campaigns, and, you know, as well as I do, the the inclination of you trying to say, All right, I got this email. I'm going, I'm going to throw everything in it. Everything is just jam full. And it's like, I'm gonna throw everything in it and then it. Nobody wants that. So the other question is, is it better to just be consistent? Yeah, with with a campaign, and make them small, like, like, with information, I'll give you a I'm looking for luggage. They send an email, and on that email is just really one click. Like, simple, simple. Did it? Okay? I can, I can do that. I see it, yeah, but

31:29

we send it at a certain time. You know, do you? Do you start to know, like, though this is definitely their email coming through. I feel the ping on my watch. I know it's their email.

31:37

Yes, yes. See, as I look at my email and I, I, yeah, like Amazon, yeah,

31:51

you know, company, right? I, I, that is an important piece too. Is that Yes, being top of mind, but sending at a time that then you start to get recognized in that person's inbox, that this is how this this is how this company communicates with me, and I like that. I like the scheduled. You know, I know when they're going to talk to me. I know when it's coming through, and that helps build that trust, that you know, helps support and encourage more interaction with your brand. I think, going back to the links, though, like the outbound links in the emails, I'm wondering if you know, you put those links because you want to track, you want to track the engagement, and you want to see the click through rate, but that sometimes, I mean, I've, I've experienced it where it does feel like you're being used and watched. You don't want to click the link because you know that they're going to be tracking your engagement, and it goes back to the heart behind why you're sending your emails. Are you just doing it to because, you know, you got to tie your efforts into market with marketing efforts. You got to tie it back to revenue. But is everything you're sending just tying back to revenue through tracking the link clicks and really using your email subscribers, not engaging with them or caring about them, you're really just using them for data and analytics. I think there's a healthy mix of you have those types of emails, but you also have those personal emails that really, again, there's no you're not asking anything of them, because you really care about your email subscribers and you really want to give them information that helps them. So those you have a healthy mix of the two types of emails, one that helps them and gives them the information they need to help solve their problems in a genuine way. And then, yes, you do have those emails that track their engagement and you can help tie, but I think that those would then perform better because you really are caring about what you're sending your email list, and you're not asking for something in return. You just want to

34:09

help them. Yeah, that's that, that's maturity, that's that's thinking a little bit different. Because, yeah, in industry. And I always have to go back to industry that we're very we're very skilled at, yes, somebody says we got to do an email campaign. Okay, do an email campaign. I'll use this particular, you know, format, and then we just go do it. I'm not sure if that I agree.

34:44

I think it's a long you have to shift your mindset that it's the long game. Do you want to build a relationship with your email subscribers? Yes. Does it take time just with any. Any friendship that you know you you've got over time you recognize, oh, they're not really asking me for anything. They really, I can tell they just want to help me through actual communication, not using AI, there's a there's a desire from the company has a heart behind it that says, I really do want to help. I care about the lives of the people that are subscribing to me, and I want to solve their pain points, not for any gain other than I care. You know

35:31

that's that's fundamental, you I believe, yeah, success comes with that other focus, complete, not, not, not because somebody said that. Yeah, you have to, you know, be other focus. And you, you just sort of go through the motion, but really, in your heart, believe that it is truly to help that individual company, whatever it might

35:56

be, yes, yes, you have to be genuine with that. And I know that's hard, because it is, it's a fast paced world, and you want to get it out, and you need to tie your efforts back to some sort of revenue metric. Those are all very I mean that those are necessary things and necessary metrics. I just think that maybe, if it's really just shifting your mind, and I know that's so cliche, but a mindset shift to, how will this, how will this help whatever I'm sending out? How will this help them? If it really doesn't help them, how can I actually have it help them? Help help their life in today, right now, not for anything to get them to click or anything like that. How is this helping them? Am I being genuine and start there? And I think that that would then just transcend into a lot of different areas. But, you know, in your marketing,

37:01

yeah, and I think, I think with the understanding that it's truly a a long tail strategy, it's not gonna happen overnight, they're not gonna say, oh my gosh, you've changed my world through this. It's not going to be the case. No, no, but, but are you advocating that one, there is still a need for email campaigns. Let's just take it at that, but to modify it to be more human, more caring, more focused on solving the problems. And I believe, I believe you correct me if I'm wrong, if I'm sincere about the desire to help the the company, the the individual, I think just a natural outgrowth would be the tying in to revenue. It just sort of works out.

37:58

Yes, I mean, you know, it really does go back to do you believe that the products that you're selling can change lives, can change improve someone's life for the better? And you have to, actually, you really have to ask yourself that, because that will give you the heart connection to what you're writing, to what you're producing. That's everything. And then I So, yes, I do. I think email campaigns still have a place. I do think, though, that just as we're in such everything's moving so fast, and you're able to get things out the door so much quicker with AI that it's really numbed us to, is what I'm producing actually? Am I just producing for the sake of producing? And I think a lot of times, yes, you know, you're just trying to hit that. I want to be top of mind. Get in their inbox. But, you know, you could do some testing saying, like, we're going to just stop some emails for a little bit. Take a second. You know, I can't imagine that your ship's going to sink if you do that. And really is that, you know. So yes to campaigns, but I do think that there needs to be some fundamental change on how you know you do that research of what am I even opening on my in my inbox, and have those discussions with your teams creatively, you know,

39:24

but there still is a sense of urgency. If you could do that relatively quick, yeah, iterate quickly. Recognize that you're you've got those fundamentals. You're saying, Okay, we need to be, you know, real, and we need to not be AI, and we need to, you know, do the right things and and make these campaigns predictable from a time perspective. Because I feel like that some days as I'm mowing the lawn, you know, it's like, you know, I don't know. Are there? Do you do? On a on a side note, do you do any campaigns on the weekend?

40:08

Oh, gosh, I know that's that's a hard one.

40:11

You know, my thinking is, what the and I do it. I do it on the weekends. But my thinking was, and is that these individuals, and it might be irritating, I don't know, but it's the weekend. They're not being distracted by the meetings that they have, right? And they're, they're having a cup of coffee and, you know, they're looking at their cell phone. They are. I know that there it is. I'll fire it out on a Saturday during their coffee.

40:46

No, I and as you're talking, I, if your brand is one that's received, well, then there is not going to be an annoyance. But I'm thinking of just the generically produced, you know, industrial companies, yeah, emails that, yes, that would be then very annoying if it was sent on the weekend. I really only expect to get those types of emails Monday through Friday, but definitely not Friday or I'm not reading it on Friday, not on Monday, not Friday, no, Tuesday, Wednesday, Thursday. That's the only time that I find it acceptable to get something that I know was aI generated. I think that again, yes, if your brand is is seen as, this is helpful, this is yes, helpful, relevant content, then there's no, I don't think there's any issue with I have someone that sends that sends me something every Sunday morning, and that's when she sends her emails, and I nine times out of 10 open them up, and I find that to be very fascinating, that she sends them Sunday mornings. And I like her content because I actually can see that she's written what I feel like she she wrote what she's putting in there. It's relatable, but she knows her audience. But I think again, she's positioning her her content as actually helpful, like it literally, it doesn't ever feel like she's asking something of me, if that makes sense, yeah,

42:21

see, that's interesting. I might have to question whether I, I don't know. I've always sent it out on a Saturday. It's like, here's the industrial news that you might not have heard. Here are the links, the conversations, and they're here, that

42:40

type of, yeah, I mean, and with that, I mean it the it can help, be helpful, because it can help shape conversations for their upcoming week, you know, and you're giving your brain like the person's brain has time to just kind of receive The information. It's in a state of wanting to learn. But there you go. You know, I've got, I've got, I'm equipped with what I need to then go into my upcoming week, whether it's sales meetings or whatever, with the latest

43:19

like that. That's, that's good. I never thought of it that way. It's, no, I'm more in like, look what I did. Ah, drink from a fire hose. This is what I did. You're gonna, like, you're gonna, you're gonna think, yeah, no, that's, that's outstanding. All right, let's wrap it up, yeah, sort of in a, in a very concise way, yeah, sort of, you know, talk about some of those call to actions. Just make it happen. Tell me, yeah,

43:53

yeah. I'm thinking, take an assessment, take an inventory of the emails that you receive from different companies, doesn't matter their industry or background. Take take an assessment. What made you click on it? What about the email flow? Do you like? What do you not like? What are those emails that you're definitely not clicking on to? You know, do the reverse of it and say that one always goes into delete, or it's a part of the multiple delete option, where I delete multiple emails at the same time? Why? Why am I deleting those ask you take inventory that can literally take you you could get somewhere, probably in five to 10 minutes, if you're focused on it, you know, clear your distractions. I think, write out a list of the words that made you click on those emails and start creatively thinking, how can I put those words, those exact words, into my own email copy? I think look at the structure of the emails. What speaks to you? Is it bullet point form? Is it paragraph form? And kind of. Start to put that into your email campaigns. Stay away from Ai generated images as best you can and AI generated language. Really remember that like your tone is your secret weapon, your brain, your creativity is going that. You got to keep that because that's the human side of what you're sharing through the words that you write, and no one else is you. So really try to use those muscles. To flex those muscles. I think that you need to finally start to think about Yes, you need links to click. Yes, you need to track your metrics. But how can you either, if it's certain kinds of emails start to change your mindset to I really, really coming from a place of wanting to help and genuinely wanting to help your email list with the problem that you solve. Don't always send emails that require them to take action that way. They don't feel used that you really are giving them information just for the sake of helping them. I think that if you start to implement that, then all of those other pieces start to work together. Yeah, I think that's

46:23

move, just, just do

46:25

it and move, yeah,

46:26

yeah, and, and have some sort of disciplined cadence. Yes, I can. I can definitely improve upon that. I and, and I don't know, man, so I'm, I was, I was very frustrated with email campaigns because i What a waste of time. Yeah, now I don't feel like it's a win. You're energized. I was like, Yes, I'm all in now, no, because, no, I really was. I was very I was in a block. I was thinking, is this really, the people really? Because I'm every bit as bad when I see email campaigns come through, I come on.

47:11

One trick that I've heard is that when you're writing and it doesn't it can be across, like social media, copy too, and because, my gosh, so many things is built on, like the words that we use the writing. And we're not all master writers, but

47:32

no, I'm not, I'm not either. But what I've heard is that you think about when you're writing that email or that social caption. Who are you talking to? Like? Actually, think of someone in that you know that you're writing, and that's going to automatically you're not just writing it out to, oh, I'm talking to 10,000 people. No, I'm just talking to this person that I literally added to my email list, that I know in person we've had, you know, you know, the person talk to them, write like you're writing to them. Yeah?

48:08

See, I like that. I like that a lot. I think it's helpful. It brings me down. Yeah, I'm gonna send things that are misspelled and punctuation, you know? Yeah, I'll do it. I'll be myself. There you go. Well, excellent, you know what? You know what topic I want to talk about outside of all the other topics,

48:35

webinars, oh yes, that's a good one on Yes. Let me just it. This will not be a webinar, but it'll be a podcast talking about webinars,

48:50

along with all the other stuff. We were talking like social media platforms. What's good? What's not so good? What are the drivers, right? It's just there's so much to cover, too for me, because you're helping me think, young, young, young thinking. I need that all industry needs that you're my daughter, Molly. You were great. Well,

49:17

Dad, I've had a great time. Great chat.

49:21

Can't wait for the next conversation. Thanks for much talk soon. Cheers. You're listening to the industrial talk Podcast Network, all right. I mean, I'm not gonna belabor this this close out much, but as you can see, there's a lot of opportunity for you to succeed. A lot of information that you can begin to use yesterday, and you need to do it with with speed, iterative. That's why we're we're rolling this podcast out. It will change. It will get better. But we're moving forward. We're not looking for perfection. We're looking for progress and and you're a part of this, and we want to be able to deliver this information, the strategies that can help you succeed. So we're going to have a lot more. I love the fact that we touched upon briefly webinars. That's a big one for me. I said, I want, I want you to succeed. So maybe webinars, maybe there's, maybe there's some way of being able to really leverage webinars so that you, you know, achieve what you need to do. From beat, from business, all right, that's it, and thank you for listening. We're gonna have another one. We're gonna have another great conversation. We're going to be talking again about email marketing. So stay tuned. I guarantee you I'll improve upon this intro shortly.