772: Why You Truly Can't Afford to Wait Any Longer to Start Your Email List

0:01Okay, I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing. Like if I haven't reached for it in months, it's got to go. I am trying to be really intentional about what I bring into my closet right now, which means I am only buying pieces that I know I will actually wear and use. Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it. So it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good, but also work hard for my actual life.

0:35Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar. And it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out or a holiday party, your dream wardrobe is just one click away. Head to revolve.com forward slash gold digger, shop my edit and take 15 % off your first order with the code gold digger. Fast two day shipping, easy returns. it's literally the only place you need to shop from. That's revolve.com forward slash gold digger to shop by favorites and get 15 % off your first order with the code gold digger offer available for a limited time.

1:15So happy shopping, building and nurturing an email list allows you to maintain control over the communication channels and ensures that the messages that you're actually sending are being delivered directly to your subscribers inboxes without the frustration of battling algorithms. Hey, my name is Jenna Kutcher and I am obsessed with all things, business, marketing numbers, and helping you to navigate both the messy and the magical seasons of this thing called life. I'm a small town mama who took a$300 camera, grew a successful photo biz, and now I work from home and run a seven figure online business.

1:50I teach you the tried and true secrets to building a career you adore. Shy away from the real talk? No way. Money, hardship, growth, loss, and marketing are all topics we discuss here. Think of this as your one-stop shop for happy hour with a gal pal mixed with business school. Pull up a seat, make sure you're cozy and get ready to be challenged and encouraged while you learn. This is the Gold Digger podcast. If you've been listening to Gold Digger for any amount of time, you might remember the story of a decade ago when I hired and invested in my first ever business coach. On our first conversation, he asked me a question that forever changed my business.

2:25And the question was, how big is your list? Now, at the time, I literally thought he was talking about my to-do list. And so I started talking about how he was so busy blogging and growing an Instagram following and trying to create pricing guides and email templates and serve these clients. But what he was talking about was an email list. And while it didn't immediately click, I started to understand the importance of growing a list that you own, that you can serve, and that you can sell to. That day, my entire business shifted because I started to understand the fact that we don't own our social media followers.

3:00We're building our businesses on rented space and we can't control the algorithms or their experience. So many of us every single day are spending so much time creating content on social media that lives and dies most of the time without ever reaching the people we are creating for. Having an email list gives you this direct line to people who are excited about what you're talking about, who are interested in it, who have already raised their hand and said, I want more. Now, there is this line that I have been thinking about for a few years ever since I heard it. And it was, if I want my business to double, my email list needs to double.

3:37That is how powerful email lists are. They directly reflect results for you because social media is a place to show up and to serve, but your email list is where you should be selling. So if you have not started an email list yet, let this be the episode that changes everything for you. Let this be just like that conversation I had a decade ago that opened my eyes to a new way to something that was so important, I could no longer ignore it. Now, if you want to learn more about email list growing, I have a free training. It's called from zero subscribers or zero strategy to an engaged email list that lasts.

4:22And you can register for it right now at growanemallist.com. That's growanemallist.com. It is free. It is live. And in just one hour, you're going to understand why email marketing is going to give you a way better ROI than any other platform. And it's going to help you spend your time with clarity and confidence, knowing that what you are doing today is going to give you real results. Save your seat for this free class at growanemailist.com. And if you want to hear even more reasons why an email list is critical in 2024, keep on listening. Do not go anywhere. We are about to chat about exactly why you can't afford to not have this strategy in your business this year.

5:03Let's dive on in. Finding a service solution that helps you better connect with customers and keep them happy can feel impossible. Like trying to remember the name of that girl you just met at a networking event. Was it Mia? Or Leah? Or could it be Sophia? Yeah, that kind of impossible. HubSpot's all-new Service Hub can help? Well, with the service solution part, at least. It brings service and success together on one powerful platform for the first time ever. Between an AI-powered help desk and an AI chatbot that handles frontline tickets fast, you can scale, support, and drive retention and revenue.

5:40Plus, it comes with a customer success workspace that helps reps anticipate customer needs. With a full 360 view of every customer, your go-to-market team can keep a pulse on accounts before ever trying to upsell or cross sell. And you know what that means? Better service and happier customers at every stage of their journey. Visit HubSpot.com slash service to do more for your customers today. That's HubSpot.com slash service. Let's be honest. The social media algorithms have not been kind to us lately. So when you have an email list, you get to break free and have independence from those algorithms.

6:21Social media platforms continue to evolve their algorithms every single day. They are changing and shifting, making it increasingly difficult and super frustrating for people like us to actually reach our audiences, let alone connect with our ideal clients organically. Building and nurturing an email list allows you to maintain control over the communication channels and ensures that the messages that you're actually sending are being delivered directly to your subscribers inboxes without the frustration of battling algorithms. I was just watching a reel on Instagram the other day and one girl was saying, she's like, I am an expert on Instagram and I can't even predict what is going to be working a month from now, two months from now, three months from now.

7:05We are all taking a shot in the dark and leaning on tried and true strategies that work across the board, but nobody actually knows because the algorithm keeps shifting. And if anyone else feels like a dog chasing their tail on social media, then this is your way to break free from it. Now, I love social media. This isn't a battle about what is better, but it is an important reminder to think about what each platform is meant for. Now, here's the thing to realize. On social media, you're not just battling one algorithm. You are battling many different algorithms. There was an update shared by Meta and they said that there are a variety of algorithms, classifiers, and processes each with its own purpose to make sure that Instagram users see the content that interests them.

7:53Well, guess what? When you are going to sell your offer, those posts are likely going to fall flat. Why? Because Meta wants to keep people on the app. They are looking at people's watch time and serving them content that keeps them engaged. And so if you've ever had content that goes viral that has nothing to do with what you have to offer, and the minute you go to talk about what you have to sell, it falls flat. That is because Instagram and Facebook are meant to entertain and engage people. They're not necessarily meant to sell to people. In fact, they don't really love you sending people off of the app.

8:27And so that is why those posts don't do well. When you think about this, around 10 % of your followers even see what you have worked so hard on, let alone engage with it. So 10 % of that audience that you worked so hard to build is even seeing it. The average Instagram account sees an average engagement rate of around one to 3%. So when you have a hundred followers, maybe one person is actually engaging with that content. When you have a thousand, it's 10. It's kind of disheartening, isn't it? You work so hard to gather this community on a space and then you realize you have no control over what they see and what their experience is on it.

9:09Now, when it comes to email, now listen up, we generally get a 30 to 40 % open rate of our emails. Okay. So compare that to 10%. And our deliverability is so high that nearly 100 % of our audience gets our emails landing in their inbox, which means even if they don't even open it, even if they click delete on it, they are seeing our name and our subject line, which is more than what you can say for Instagram. So just think about the algorithm and how if you are like me and you're tired of trying to constantly figure it out and beat the system, this is a way to kind of break free from that. And the best part is social media gets more fun when you stop trying to sell on it and when you can focus on serving and educating and entertaining.

9:55It actually makes social media a lot less of a beast and a lot more of a beauty. Look, I've become kind of a systems nerd and anything that gives me more space in my day, I'm all in. And a reliable connection is a huge part of that because when the internet lags or cuts out, everything pauses and suddenly the simplest tasks take forever. I learned really early on that dependable internet, it's not a luxury. It is a must. Whether you're a content creator like me, a restaurant owner, or running a busy dry cleaning business, you need that steady connection to support your team and your clients. That's why I'm excited to share a solution for my fellow business owners.

10:34Spectrum Business keeps businesses of all types connected with internet, advanced Wi-Fi, phone, TV, and mobile services, all with connectivity solutions built for your budget. And they have a truly incredible offer. Business owners can get free business internet advantage forever when you add four or more mobile lines. It's simple with no contracts and no added fees. Visit spectrum.com forward slash free for life to learn how you can get business internet free forever. Restrictions apply. Services not available in all areas. Okay, I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing.

11:13Like if I haven't reached for it in months, it's got to go. I am trying to be really intentional about what I bring into my closet right now, which means I am only buying pieces that I know I will actually wear and use. Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it. So it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good, but also work hard for my actual life. Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar.

11:51And it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out, or a holiday party, your dream wardrobe is just one click away. Head to revolve.com forward slash gold digger, shop my edit, and take 15 % off your first order with the code gold digger. Fast two-day shipping, easy returns. it's literally the only place you need to shop from. That's revolve.com forward slash gold digger to shop by favorites and get 15 % off your first order with the code gold digger offer available for a limited time. So happy shopping. The next reason why you need an email list in 2024 is sales.

12:30How many of us want more sales? Raise your hand literally wherever you are right now. Raise your hand if you want more sales in your business. Email marketing converts more than any other marketing channel. When we're talking about conversions, we're talking about sales, people converting from subscribers to paying clients. So if you think about it, when people go onto social media, again, they're just there. They want to be distracted. They want to be entertained. They want to be educated or enlightened. When people are in their inbox, they are more poised to purchase. They are welcoming in distractions.

13:04They are curious about promotions, they are likely ready to take action. They are in their inbox for a different reason. Here's how I like to think of it. Social media, that is the handshake. That is your greeting. That is the hi, nice to meet you. It's where people first meet you or become aware of your work. The main goal of social media should be to get people off of the platform and onto your email list. It is not to get a bunch of followers and create content for likes and comments. Social media should be this bridge to your email list. In fact, I've said this before, but I'm going to say it again.

13:38Every single entrepreneur should only have two main goals when it comes to marketing. Growing their email list should be the number one goal. All other marketing efforts, whether you choose Instagram, TikTok, Pinterest, Facebook, LinkedIn, all other marketing platforms should be pointing those people to your email list. That's it. Those should be the only two focuses. So whether you focus and go deep on one platform like Instagram, or you go wide on a bunch of different platforms, the goal of all of those marketing efforts should not be to sell. It should be to grow your email list. That should simplify all of your marketing efforts so wonderfully so that you can really focus on what matters.

14:28Now, again, this is not a contest between social media and email marketing. I love and use both, but the main goal of social media is to get to know people and serve them well, and then get them onto my email list where I can serve them more intimately and then eventually invite them into my offers or sell to them. Now, what's amazing about this is people on my email list, they want more information. They want to know what the next steps are. They have raised their hand. You can't say the same about people on social media. Maybe they followed you because you have a really cute dog or they're curious about your fashion choices or they love following you for your sourdough bread experience.

15:06When people are on your email list, they've already raised their hand and said, I'm interested. I want more information. Now, if you're still wondering which channel is most effective in driving sales, a survey conducted by McKinsey and Company said that email was found to be nearly, listen to this, 40 times more effective than Facebook and Twitter combined. 40 times more effective in acquiring new customers. Okay. The next reason why you have to have an email list in 2024, personalized communication and relationship building. Do not, I repeat, do not underestimate the power of being able to customize your emails.

15:45So on social media, you get on there, you're like, hey everybody or hey guys, we do not do this in email. According to a study by Experian, personalized subject lines can increase your email open rates by almost 30%. Just by adding someone's name to the subject line, you can massively influence consumer behavior. I think this is fascinating and get this. According to HubSpot, personalized call to actions convert 202 % better than generic call to actions. So you could say, are you ready to dive in, Jenna? And that could change my behavior. 200 % worth. That's something that you can't do on social media.

16:30In a world where we often feel like we have to speak to the masses, this is how we get to communicate more directly to people. In a time where personalized marketing is key. Email lists enable businesses to tailor their messages and include things like customizations. You can include your subscriber's first name, and you can also send your messages to specific segments of your audience based on their preferences, based on their behaviors, based on their interactions. So you literally get to look at someone's behavior. Let's say that somebody signed up for something Pinterest related in my business ecosystem.

17:10I might not be sending them info about my skincare, but I know what they came in for. Therefore, I can go so much deeper with them and serve them well, and then eventually sell to them by inviting them into my offer. And so you literally get to see what people are curious about, which can not only change the way that you serve them, but it can also change the way that you create. You start to get data that actually guides you forward as a CEO because you are seeing, oh my gosh, people are exchanging something of value, their email address and access to their inbox for something of value that I've created.

17:46And it can really guide you to create offers that people are actually willing to pay for. Because I'm going to guess that at least a majority of my listeners have created something that they thought was brilliant, that they thought everyone was going to buy. And then they go to post their offer and they hear crickets and they're like, wait, everyone said they wanted this. People said they'd be willing to pay for this. Why is nobody paying for this? And so with an email list, you get to get those insights and see which segments of my list are growing fast, which segments of my list need more resources or offers, and it can totally transform your business.

18:25Now, what's amazing about this is that because you can tailor make someone's experience with you with your email list, you are able to deliver valuable content, content that they think is so valuable, and you get to foster a stronger relationship with your subscriber. What happens when you do this is that you get increased engagement, you get greater loyalty, and ultimately you get more sales. You get to speak more directly to your subscribers with an email catering their experience, which again, you cannot do on social media. Wouldn't it be amazing? Remember when the feed was back in chronological order and you knew, hopefully if somebody saw a post one, then they're going to see the next post and the post after that, you could almost tell a story with social.

19:10Nowadays, when you go to post, you kind of have to assume that people have never seen anything from you and that you're telling the same story over and over and over again. And so I love that you get to create this experience with email that is simply impossible to do with social media. And imagine right now, if I was able to say your name in this episode, how personalized and special it would feel, that is something you can do an email that is so valuable. And it totally changes people's experiences and their buying behaviors. The next thing we have to talk about is cost effectiveness. Now, I am obsessed with ROI or return on investment.

19:48I often focus on the return on the investment of my time because I always talk about it. Time is my currency, but let's talk about the return on your investment when it comes to both time and money, because I will say as entrepreneurs, time and money are basically everything to us. We are constantly looking at where our time is going, where it is best spent and how that is translating into dollars compared to other marketing channels like paid advertising or print media. Email marketing is incredibly cost-effective. So if you are someone who is throwing dollars at paid ads and you're not necessarily getting the return or your bank account is like, hey, we only got like 30 days of runway left for this to actually pick up and work, then this is for you.

20:34If you only pay attention to one statistic in this episode, let it be this one. Come back to me if you're drifting off. According to a study by the Data and Marketing Association. Email marketing has an average return on investment, get this, of$42 for every dollar you spend. Now that is insane. You put$1 in, email marketing can give you$42 out. This is an average across all different industries. So this is so, so important. So when you give a dollar, you can get$42 out. If I told you, listener, today, hand me a dollar and at the end of today, I'll give you$42. You would do it. No brainer. Why are you not leveraging email marketing?

21:21Now the average return on investment for social media advertising is estimated to be around$18 for every$1 spent. Now this is assuming that you are running paid ads that actually lead to sales on social media. So what does this tell us? If you are going to invest in anything, email marketing is two times as effective in driving actual sales than spending money on social media ads. So if you are someone who has a limited budget, starting an email list can help you communicate with your audience at a fraction of the cost of running paid ads or leveraging other paid strategies. It is a highly, highly efficient way to drive sales and engagement without breaking the bank.

22:05Okay, so next, let's talk about feedback and market research. Email lists provide a direct line of communication with your audience, allowing you to gather valuable feedback and insights about your products, services, and overall customer experience. Small business owners can use data from their email subscribers, which are people who, again, have already raised their hand asking for more communication and basically have pre-qualified themselves as potential customers. With an email list, you have this more targeted and engaged audience compared to social media, where followers might have varying levels of interest or engagement with your brand.

22:45Heck, they're probably not even seeing what you're posting anyways. This targeted audience is way more likely to provide that feedback and give you insights that will help you grow your business in the right way. It's time for Cyber Monday, Dell technology's biggest sale of the year. You'll find the lowest prices of the year on select Dell PCs like the Dell 16 Plus with Intel Core Ultra processors. And with built-in advanced AI features, it's the PC that helps you do more faster. From smarter multitasking to extended battery life, these PCs handle the busy work so you can focus on what actually matters to you.

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24:00Can you believe that we're already wrapping up 2025? This year was packed with travel and so many new memories. One of my favorite moments was our team retreat in Arizona with the incredible women who helped me keep this business running. I also recently took the kids to Nashville during fall break and somewhere in between I squeezed in a trip to Puerto Rico with friends. We booked some of our most memorable stays this year on Airbnb. There's something special about finding a place that doesn't just look great in the photos but actually feels welcoming the moment you walk in. That this feels right kind of feeling.

24:33If you've got trips coming up, whether it's a family vacation, a retreat or a work trip, your house will probably be sitting empty while you're gone. Have you considered hosting your home on Airbnb and letting it work for you? It's a simple way to earn some extra income that can be put towards a future trip or home improvement projects. Your home might be worth more than you think. Find out how much at airbnb.com forward slash host. Now, another thing that you can do is you can use things like email surveys, polls, quizzes, feedback forms, and collect data from this highly engaged audience to help you make informed decisions about your strategies, your product development, and how satisfied people are with what you're doing.

25:18Social media doesn't really give you a ton of information to go off of. And while some of your content might perform better than others, it can be really hard to connect the dots on real results from social media beyond looking at likes and comments. I recently had a reel go viral and it was awesome, but it didn't translate into anything in my business. It didn't lead to more email subscribers. It didn't lead to more sales. It was just this like ego boost. And it made me realize how many people are trying to hack the algorithm to go viral without realizing that like virality doesn't equal success.

25:54So if you are letting engagement be the main indication of how well your strategy is working, then I hate to break it to you, but you don't have a real sound strategy. with email data. Again, you get to see what are people taking action on? What are people opening? What are people clicking through on? How are those clicks leading to sales? You can literally trace a path from somebody being an email subscriber to being a customer. And I think that is so cool. Now this leads you to the last reason why you have to get an email list. If you are someone who is serious about entrepreneurship, who wants to have a business one year from now, three years from now, five years from now, 10 years from now, this is critical.