I help women just like you grow your audience and email list fast, in a way that feels aligned, is fun AF and guarantees that you get to live a life that you actually like.
I started this podcast in 2020 when the world kinda stopped and I felt so fucking alone (can you relate?!)… and since then it’s become one of the favorite parts of my biz and how I make friends as an adult.
Part happy hour - part business school - it’s a fun mix and nothing is off limits. I hope you tune in!
As a mompreneur, I understand the value of crafting effective email marketing strategies and nurturing a thriving email list more than most. If you’ve put in the hard work to grow your email list to 1000 subscribers or more, congratulations! This milestone deserves to be celebrated.
However, this is just the beginning of a new phase in your email marketing journey. Today, I wanted to talk about some advanced email marketing strategies to level up your efforts and effectively cater to a growing audience, ensuring that you’re delivering personalized content and offering a diverse range of products that resonate with your subscribers.
Segmentation is key to unlocking the potential of your email list. By breaking down your email list into specific groups based on criteria such as their purchasing behavior, interests, or where they are in their business journey, you can send personalized content tailored to their specific needs.
This approach leads to better engagement, open rates, click rates, and improved conversions.
If you haven’t implemented segmentation yet, it’s super important to keep it simple. Begin by categorizing your list into simple groups such as clients and non-clients. This will allow you to cater your communication and offers based on the previous purchases or interactions with your business. Additionally, you can consider surveying your audience to understand their specific needs better and use their responses to segment them into more complex groups.
First let me explain what I mean by product ladder… a product ladder refers to a range of products or services at different price points, that all help your ideal clients’ varying needs. Having multiple offers allows you to cater to both new subscribers and long-term followers, providing them with opportunities to invest in your business at various price points, from entry-level products to higher-ticket offers. It makes sure you have something for everyone, regardless of what stage of their journey they are at.
When you’re thinking about your dream product ladder, you should consider the needs and challenges of your ideal client and create your product suite with them in mind. Reflect on what they might be looking to learn next and the different formats that might help them learn best. For example, if you serve busy mompreneurs like I do, I can guarantee an audio training will be way more popular than a PDF or video that they have to download or watch.
When you create a range of products or services to help them, you open the doors to not only supporting more clients, but also inviting in more revenue as a business. A product suite like this creates opportunities for your audience to invest in more of your business based on their needs and their financial capacity – which feels good for you and also for them. No FOMO or financial strain required.
With your ideal client in mind, I like to brainstorm problems that they currently have and how I might like to help them solve those problems, then before fully launching anything, I love to pre-sell the concept and offer.
Pre-selling can help you understand whether this new offer is actually something that resonates with them AND is something that they would pay to fix. Just a note, but often other coaches will tell you to survey your audience, and while that can be helpful to gather more specific details on your dream client, it doesn’t necessarily tell you that they’d pay to fix the problem that they love to complain about. But, if you can come up with a solution to that problem and try pre-selling it to them, it means that you’ll know pretty quickly whether it’s something they would pay to fix.
This approach helps in mitigating the risk of investing time and resources in developing a product that may not resonate with your audience and at the end of the day, we all want our offers to sell, otherwise we won’t have a business.
While these strategies may seem complex, it’s essential to remember that they don’t need to be implemented all at once. Taking one step at a time and gradually incorporating these advanced tactics into your business is crucial to avoiding overwhelm and inaction.
Start by focusing on JUST ONE THING, whether it’s segmentation, product ladder expansion, or pre-selling, and move forward from there. Remember, taking one step today, no matter how small, will bring you closer to achieving your business goals.
I’m cheering you on and looking forward to seeing the incredible progress you’ll make in optimizing your email marketing strategy and product ladder.
Kylie Kelly [00:00:37]:
Hello, and welcome back to episode 140 of this mama means business. Now today is for anyone that’s listening that has grown their email list to a 1000 subscribers or more. So if you are tuning into this and you’re like, oh, I’m not there yet, feel free to keep listening, but just know that this strategy I’m gonna be talking about is more for you once you’ve gotten your list to a Now if you are in the spotlight club, if you are doing collaborations the way that I teach, know that it won’t be long. Right? We can do this really quite quickly. I’ve had a couple of students recently that have put on bundles or different collaborations with my support and have added 500 to 800 people to their email list in one event.
Kylie Kelly [00:01:22]:
Like, Mental. So exciting. So know that it doesn’t have to take long. But this episode specifically is for you if you’ve grown your list to a 1000 and you’re kind of feeling overwhelmed. You’re not sure what to do next. I wanted to go into some more advanced strategies that you need to be thinking about when it comes to your email marketing and your online business. So let’s Dive on in. Firstly, I wanna say congratulations.
Kylie Kelly [00:01:42]:
Like, getting to a1000 is such a big milestone, and I know how I felt when I clicked over a1000. I can tell you I popped a bottle of champagne. It was like this feeling of like, oh, it’s working. I’m getting there. Right? So I want you to make sure that you celebrate that. I want you to make sure you take a moment to really soaked up that you’ve done this. It’s not an easy thing to do, and you’ve gotten there, and it’s already a win. And without doing anything else, you have done this.
Kylie Kelly [00:02:06]:
You have done enough. Right? Once you’ve congratulated yourself, maybe you’ve poured that glass of bubbly, I wanna dive into the ways that your strategies need to evolve. Right? Because as your email list grows, Your strategies need to evolve too. It’s not just about quantity, but it’s also about the depth of connection and how you can maximize the potential of this audience that you’ve just built. So So the 2 things that I wanted to talk to you today is segmentation and also how you can expand your product’s ladder and how I’d recommend you go about that. So firstly, segmentation. So what is it? So, really, it’s just breaking down your email list into smaller, more specific groups of people based on at criteria. It allows for more personalized content.
Kylie Kelly [00:02:45]:
It allows you to really send emails that are really tailored for what they need, what they wanna hear about. Right? So after you’ve done this, you will see better engagement. You’ll see better open rates. You’ll see better click rates. When you send launch and sales emails, you’ll see better conversions. Tailored content like this to specific groups of people will give you better results because more relevant offers lead to better conversion rates. So how to start? So there’s a few different things you can do here. So if you were sitting, listening to this, you’ve got over a 1000 people.
Kylie Kelly [00:03:15]:
You I’ve not really any segmentation or tags or anything going on. There’s a few different things you can think about. The first thing I wanna say is keep it simple. I don’t want you to go and create a 1000000 different segments that are gonna then become really confusing and overwhelming because then you’re gonna avoid sending emails, and that is not what we’re here for. Right? So you can, of course, survey your audience. You can send a few emails so you can understand what their specific needs are, And they can almost self segment. So you can send an email and say, do you wanna learn about this, or do you wanna learn about that? Click which one. They click it, and they get automatically put into a segment or added to a tag that tells you what they’re interested in, right, or where they are in that journey.
Kylie Kelly [00:03:54]:
So you can definitely survey them and with that. What I like to do and where I like to start is by simply having 2 segments. Who has bought from me before? Who in my email list is a client, and who has not bought anything yet? Because for me, really, I think about it as the health of my email list, the health of my business, really, is that I wanna have more clients in that email list, in that email ecosystem, then not clients. Right? I wanna have more people that have actually purchased something, whether it’s $7, whether it’s $7,000. I don’t don’t have anything to sell for $7,000, but, you know, whether it’s really super cheap or whether it’s a little bit more expensive, doesn’t matter. The fact is that they’re used to buying from me. So the more people that are used to buying from me that are on my email list, the better for my business. So if you haven’t done any segmenting yet, if you haven’t started to play with anything like this before, just think about at just think about how you could segment the people that have purchased from you.
Kylie Kelly [00:04:45]:
And look. It might be a little bit of a manual task first. But once you have your segments set up, When you go to sell something next time, you can have them automatically added. Right? So think about segmenting your list so that you can see super clearly who are your clients, who’s purchased something before and who hasn’t purchased anything yet. That also means that when you’re sending emails to the ones that have I’ve purchased before. You can talk to them a little bit differently. Right? You can say, hey. I know we’ve worked together before.
Kylie Kelly [00:05:12]:
I know you purchased something from me in the past, so I wanted to reward you with this discount with this coupon code. I wanted to tell you about this new offer that you might be interested in. You can talk to them a little bit differently as you might somebody that hasn’t bought anything yet. So think about segmenting even just into those 2 simple categories. If you wanna get a little bit more complex, of course, you can survey your audience to self segment them into more complex ones. As an example, for myself, visibility coach, I know that on my email list, I have people that are interested in bundles, people that are interested in on it. People that are interested just in email marketing, people that are probably interested in memberships, people that just listen to my podcast. So I could, theoretically.
Kylie Kelly [00:05:52]:
Send an email out and be like, hey. I wanna make sure I’m sending you content that is really valuable for you, that really resonates with you and what you’re interested in. Click on one of these, and I’m gonna pop you into a basket to make sure that I’m sending you content that you actually wanna read. Right? Alternatively, you could also segment for where they are in their journey. I know on my email list, I have people that are brand spanking new starting their business in people that are more established and already have an established email list that are just looking to to grow it from there. So I could send out an email that says, hey. I wanna make sure I’m sending content to you that you can actually use. So just take a second.
Kylie Kelly [00:06:28]:
Click one of these buttons. What applies to you? Are you brand new starting out 0 to 12 months in business and haven’t got an email list yet? Have you been at it for a little while, but you’ve got less than a 1000 subscribers? Or are you more established, a 1000 plus, and you’re just looking to grow it a little bit more? So, like, you could also do it that way so that when you’re sending emails, In my example, I could be speaking to the new business owners a lot differently than I’d be speaking to the ones that are more established. I could be presenting Offers, workshops, master classes, things like that, to the new business owners at a totally different level than I would if they’ve been in business 5 plus years and have an email list of 5,000. Right? So thinking about ways that you could segment your list so that you can cater to the different needs that are already there so that you can cater to the specific groups based on what they actually need with personalized content. So that is number 1. Have a think about segmentation. And how can you do that even if it’s just simply for now creating those 2 buckets of client and not yet client? Right? How can you do that to make sure that you can start to personalize your emails? Now the second thing that I wanted to talk to you about was expanding your product ladder. Now most of you would have heard about what a product ladder, a product suite is.
Kylie Kelly [00:07:41]:
Really, it’s just a range of products or services at different price points from an entry level to a higher ticket that can help your ideal client. Why do you need multiple offers? Now I know you listened to me speak in the last episode about free resources and how it’s quality over quantity. Right? I stick by that. When you have a freebie, you want it to be super valuable, you just need one, Something that they can’t believe you’re giving away for free. When it comes to your paid products, you need a ladder. You need a range of products and services that people can enter at different price points. Why? So we can actually cater to both new subscribers and those that have been with us longer. So they can either dive into a $7 training or sign up to $7,000 mastermind.
Kylie Kelly [00:08:22]:
Like, whatever feels good for you. Again, I I have strong opinions about high ticket, but whatever feels good for you, you need to have that depth there for your product suite so that people can jumping at different levels in line with how they feel, right, in line with what they need. By having a product ladder like this, you will see increased revenue. With you. You will open the doors to bring way more money into your business by having a product ladder like this, especially having the higher priced offers for those ready to invest more and the lower ticket ones for those that just wanna jump in without thinking twice. Right? So let me give you an example in my own business to to start those wheels turning for you. So the lower ticket, the Cheapest things that I do are my master classes. So I will run live master classes, live workshops where they might be $7, $9.
Kylie Kelly [00:09:09]:
And the whole point of that is to offer something that is cheap. They can come into my world. They can get a little bit of a taste of what I’m like. They can hear that I swear. I can see if they resonate with me. They can get a bit of a feel of what it’s like to work with me. Right? And then I repurpose those workshops and those master classes into evergreen products. I repurpose them into my membership.
Kylie Kelly [00:09:28]:
I put them in more than 1 place. So they do the job as a low ticket offer. I’ve got the free resource. I’ve got then the these low ticket master The next step up then is my $19 a month membership, the Spotlight Club. So for people that wanna grow their email list, that love collaborations, that wanna do it in a way that feels good, that Don’t have money for ads that wanna lean more into relationship based collaborations like bundles, summits, freebie swaps, podcast guesting, that kind of thing. I have the spotlight club. So that’s $19 a month. Right? Soon, I will have a membership that is more of a mastermind feel that will be $97 a month.
Kylie Kelly [00:10:01]:
I I haven’t released the details yet, but it’s gonna be for people that wanna actually make money with their email list, that wanna actually monetize their list and bring more cash into their business. So the Spotlight Club has helped them grow their list. This next offer is going to help them make money from it. That’s $97 a month. And then up from there, I have different programs that I run at different times the year. So I have a podcast guesting program that’s $500. I have a summit planning school program that’s $500. I have different programs that I choose when to launch them, when to run them.
Kylie Kelly [00:10:31]:
Some of them are evergreen. Some some of them have live support components. But you can see from my product ladder, I have a free resource that I’m really proud of. I have the $7.9 master classes. I have the Spotlight Club for $19 a month. I have this next offer that you’ll hear more about soon for ninety dollars a month. And then I have stand alone programs that are generally $500. Right? So even in that product suite, If somebody is new to my world, they’ll probably feel pretty good about grabbing my freebie.
Kylie Kelly [00:10:59]:
They’ll probably feel pretty good about the 7 to $9 masterclass. Then they might Wanna jump into the spotlight club. And then after a while, when they really trust me, they’re like, yes. I’ve seen what she gives me in the spotlight club. I definitely want this mastermind level membership for $97 a month. Right? And then if there’s a program later down the track that gives them what they need, $500 that they know that I’m gonna be over delivering and surprising and delighting them for and that $500 is at the higher end. So you can sort of already see how that at works. So what does that mean for you? So I want you to think about your audience.
Kylie Kelly [00:11:32]:
What are they looking to learn next? What challenges are they currently facing? What does your current product suite look like. Sketch it out. Brainstorm it out. Put it on paper. And then before launching a big product, I want you to consider preselling it. So I’m a massive, massive fan of preselling, because I think that is the best way for us to know whether our audience actually wants what we wanna create. So doing the sales page, having a date in the future that you’re gonna start. Of course, mapping out the content, making sure you’re confident with what you’ll be delivering.
Kylie Kelly [00:12:00]:
I would never would encourage you to sell something that you’re not sure of what’s going in it. Right? We need to be women of integrity. We’re running ethical businesses. But preselling allows you to see if your audience wants what you’re doing. So as an example, I had that program that I mentioned just before about podcast guesting. I have this podcast. I’ve been on hundreds of other podcasts as a guest. I know what it takes to actually pitch and be accepted on a podcast and then to to be a great guest and to make sure you get email subscribers.
Kylie Kelly [00:12:30]:
Like, I’ve got the process down. So I knew I could run this program to the most amazing degree. I then picked a date. I Followed a launch plan. I put it out to my list. Crickets. Crickets. I had a few people in the spotlight club that were interested.
Kylie Kelly [00:12:44]:
I had 1 lady join. But because I intended it to be a small container. That told me that either the messaging’s wrong or the timing is wrong. I asked my audience. They all set the timing, so I’m gonna launch that again in January. But If I had went and made all that content and then launched it and nobody bought or 1 person bought, I would have been so upset and so frustrated. Instead, by preselling it, you really know what your audience is after. You can really gauge what they need and whether you are hitting the nail on the head or you’re missing the mark a little bit either in the messaging or the content or the timing.
Kylie Kelly [00:13:16]:
Right? So test and validate. Come up with the idea, presell it, see if it hits with your audience, and then go from there. The last thing I wanted to mention about product ladders is also consider different formats. Think about perhaps it’s a digital course. Perhaps it’s a webinar or a master class. Maybe you wanna do 1 on 1 coaching sessions. Maybe you wanna do a a Voxer office hours. Like, think about the different formats that you could offer.
Kylie Kelly [00:13:40]:
Come back to yourself and and really reflect on what gets you excited, what feels good. What do you feel pumped to do? I always believe in following your intuition and your gut when it comes to this stuff. But it’s really nice to have a variety of different things in your product to Ladder in your product suite so it can cater to their different learning styles. Again, myself as an example, the free resource I That was a challenge. A 5 day challenge really tripped over emails. The master classes the live master classes on Zoom with the replay sent out, sometimes with the workbook. The membership is done. There’s a membership portal with all of the content, and we have a private Slack channel for chats, and we have a live q and a.
Kylie Kelly [00:14:19]:
Right? The Secret next level thing is gonna be very similar format to the spotlight club, but we’re gonna have a Voxer. It’s gonna be a little bit more intimate. I also for additional strategy sessions in the Spotlight Club. So they are there as well. And then my larger programs that I sort of run one off, they have a live of component. They have more FaceTime. Again, my audience, many of them are moms and time poor, so it’s done in a way where there’s private podcast feeds, there’s things that would help them consume the content that’s not overwhelming, that can be done in bite sized chunks rather than sitting down for 2 hours listening to a course. Right? So thinking of ways that you can also diversify the formats of the products in your product suite, your product letter, It’s really important as well.
Kylie Kelly [00:15:05]:
So I know that that might have seemed like a lot. Normally on the podcast, I don’t go into the more complex stuff, but I wanted you to know If you’re listening to this and you have over a 1000 people on your email list, the growth of this email list is just the beginning. So the real journey is during these relationships, understanding the evolving needs of your audience, and offering consistent value. Right? I want you to just take one step today. So if you haven’t segmented your list yet and you’re at a 1,000 or more subscribers, I want you to think about how you could segment your list. If you’re happy with the way that you’ve got your segments or your tags set out, then think about your product suite, your product ladder. Look at the price points of the things that you’re offering. Look at the for maths of the things that you’re offering.
Kylie Kelly [00:15:46]:
And imagine yourself as your ideal client. Imagine yourself going through that product ladder at different times. What would appeal to you? Can you see any gaps? Remember, whilst these strategies are both important, they don’t need to be implemented all at once, and they don’t need to be to a crazy complex degree. Often, when we do that, we get stuck in inaction. We get stuck in research. We get stuck in buying the next thing that we think we need. I would encourage you to just take 1 step today. One step is gonna move you in the direction we want you to go.
Kylie Kelly [00:16:17]:
One step is Gonna take you closer to that end goal, which for me is you having a business that is making money, you having a business that you feel comfortable about, You feel confident about, you can rely upon, that is sustainable, that is exciting, that you’re pumped about. Right? And I know that that is gonna come when your email list grows, when you segment them, when you deliver them personalized content, when you have a product ladder that caters to the people on your list that are brand new, to the people on the list that are more experienced and have more cash to spend. Right? We need to have all of these pieces working so that we can get you to where you wanna be. But it all starts with taking one step. So I hope you found that valuable. As always, don’t hesitate to get in touch if you have questions, if you wanna give me some feedback about anything that you hear on this podcast. My DMs are always open on Instagram. Extra points if you send me a voice note, or you can easily send me an email at hello@kiylekelly.
Kylie Kelly [00:17:17]:
And I will personally reply because that is what I’m all about. I am here cheering you on. I have detailed notes for you in the show notes, so click over there if you do want to refer back to what we’ve talked about today. But go and pour that glass of bubbly. Celebrate that you’ve got over a 1000 subscribers because it is such an citing milestone and get excited about what’s to come because I promise with these things in mind, oh my god, friend, the world is your oyster. Alright. I love you loads, and I will talk to you again soon.
This is my FREE weekly newsletter where you get the raw unfiltered BTS into life and business plus all the sneak peeks into what’s coming soon and of course, all the VIP treatment as I drop exclusive offers your way. I don’t hold anything back (& you deserve nothing less).