Grow Your Email List Fast

Speaker 1: [Music] hi I'm Melanie bar welcome to the she builted experience with Melanie you're here because you want to experience the life and business that you crave join me as I talk to women who have successfully built it a career and business that they love we dive into the topic of how they built it and talk about everything from Having the courage to make career leaps to the details of how to lead effectively create successful teams Implement strategies for growth and Infuse Tech innovation magic happens when we focus on the part of ourselves and our business that brings us joy so let's dive in Erica Sal wrench is COO of rosa. a company that helps businesses get more out of their email lists with rosa. sending nearly 50 million emails a month she Blends her love of digital marketing technology partnership development and customer support in order to support the incredible community of rosa. clients thank you for joining us Erica you are the COO at Rossa .io tell us about rosa. and what do you do thank you so much Melanie so at rasa doio we allow people to send personalized email newsletters to their subscribers and also save tons of time on the newsletter production process so instead of sending one email newsletter to 10,000 subscribers you're sending 10,000 different versions including content that's specifically relevant to them we automate away a lot of the tedious tasks that go along with creating the newsletter so we're bringing in content from multiple different feeds you have the ability to approve it review it for your list and then we'll send out personalized compilations of articles for each subscriber so they stay super engaged with your brand so they're much more likely to buy when it comes time to make a transaction because you're top of mind and the relevant presence in their inbox can you go through that process of how do you make it relevant per person we've worked with a lot of professional and trade associations marketing agencies and also small to medium-sized businesses that want to create relevant newsletters but don't necessarily produce a ton of content themselves let's say you're in the healthare OR Wellness space you might pull in a bunch of blog feeds that produce content on Wellness or meditation or lifestyle design let's say those feeds produce two or three articles a week then we're going to pull in all articles that those feeds produce and then from let's say 20 articles we're going to send the most relevant five to Melanie and the most relevant five to Erica and so it becomes a way to send valuable content to your subscribers and stay relevant to them in their day-to-day and you don't have to produce all the content yourself and how does the AI work we are looking to what people are interested in what they've demonstrated they want to open and click on in the past past in order to predict and recommend content in the future it's the Netflix model Netflix doesn't ask you to take a survey or or tell them what you want to read about instead they look to see what you're actually watching and doing to recommend content in the future what your Facebook feed would do but in anyil so interesting and we all want to make our lives easier right and it's great that it's also relatable to our clients at the same time right and you can't ask them to take an action every single time you transact you have to send them relevant information that's not just about you you want to give them value so that when it is time for them to make a purchase you're the company that's top of mind they build that trust and they have that feeling that you know what they're looking for and you know what they're wanting exactly prior to rosa. you worked in enrollment management where you focused on and supported the web development SEO online advertising and content marketing teams to execute strategies and help organizations stand out and be seen among the chaos of the Online Marketplace tell us about that and how do you suggest a company or business stand out I started my career at Tan in the admission office and that was in the Advent of when so many marketing tools and automation tools were coming online and so I did recruitment but I also was super interested in marketing to our prospective students and family I got my MBA during those years of tan and then after I graduated I was ready to go all in on the marketing and so that's when I transitioned to a company where we did the content marketing for companies we did their social media marketing their online ads you'd almost think of it as like a big One-Stop shop for your digital strategy the one thing we didn't touch was email so that's why I was really intrigued by rasa doio and I reconnected with someone who I met during my business school years or nagarajan who's the the chairman of rasa I hadn't really delved deep into the world of email so that's what brought me to rasa from that online marketing company do you think your email businesses and organizations can stand out in that way I do I think time and again the dinosaur that it is it is proven to Be an Effective form of communication it's proven to get interaction that the social feeds and the online ads don't necessarily always get because you have a greater chance of ending up in someone's inbox than you do of populating in an organic way on their Facebook feed especially when some many of the social channels have become pay toplay that you you making a post is just not as likely to get the eyeballs on it and sending an email it's so true and we all use email especially if we're working but all the other platforms are so fragmented you have to really work to get someone's attention and if you want to drive someone to that specific platform you have to work a little bit harder it's almost like thinking of it as like another website email is not going away anytime soon it wouldn't seem and I admit that's the first thing I do is check out someone's Social so you're right it's important to have a good social presence but it seems like email you can have that other more in-depth connection yeah it's also hard to do everything we kind of have to say okay where are our clients and customers and how can we best reach them which is why email is that's really an important element component yeah absolutely you send out about 50 million emails a month for your clients tell us about this and how do you suggest a company grow and sell products through email is there a success story you can share with us and how does rosa. differ from other email marketing platforms list growth is definitely a Hot Topic how do you grow your list organically without buying a ton of names and throwing them in your email marketing platform no matter what if anyone comes in through any sort of landing page on your site you want to add them to a newsletter because that is a regular way to stay in touch with people that's beyond just transactional emails um people have expressed interest enough to bestow upon you their email data so start to engage with them start to send them something valuable we have a lot of clients who come to us and say I didn't get the newsletter today and so they'll they'll call up our clients and say can you make sure that I got the and they'll you know maybe they'll find it deep in their inbox or something because we we're producing such valuable content in the emails people find that the email the Ros emails are very valuable to their subscribers we have a lot of clients who've seen a ton of organic list growth that's so great and to have someone say I didn't get the email I want to see the email that's huge we're toying around with a tagline along the lines of people complain about our emails if they don't receive them bras.

AI-Powered Marketing

Speaker 1: uses artificial intelligence technology to improve business marketing efforts tell us about this and how can it be helpful in so many cases people put off the newsletter task they don't get the immediate return on it it feels like it takes so much time and they don't see the immediate benefits of it because again it's not a transactional email what people don't realize is by sending out a regular communication that's branded by you that's about your brand at least to an extent and providing value to people you are building a relationship one email at a time what's the adage in marketing you need to have seven interactions with a brand before you actually take an action leveraging your subscribers inbox is a great way to do that so that they think of you when it is time to transact it's such an important part of your email strategy your overall marketing strategy even if you feel like you don't see the immediate return it's the long game just like an SEO strategy right you need to put in the time and energy and then it definitely pays off in the long run that's so true and if your open rate is high then that's just the proof yeah exactly and then especially your click rate that's people actually taking an action and demonstrating that you've succeeded in sending them the right thing what do you think is the most crucial element of leadership in order to grow in scale Jim Collins one of his big lessons is one that I've been thinking about a lot it's not the ore it's the power of the and so it's not can we be big idea people or can we execute and be super disciplined about our execution it's the power of an and you can be strategic thinkers and you can be really disciplined in your dayto day and be relentless about your discipline you can be the spend a bunch of time and energy and your marketing and your sales and your operations it's not the or it's how do you do all of the things and figure out how to balance it so that's been something that I've been thinking about a lot I read his good de great not too long ago and it's there's so many good lessons in that book I love that you say that because with tech we are involved it seems with the speed of things happening we're involved in so much more than we used to be and I think you're right I think there's days that we can work in the business and days that we can work on the business we need to be okay with saying that's okay and it's okay to say I'm not one of the other I'm going to try to do both well and that's the idea of good to great how do you go from being decent relevant but then one of all time great magic happens when we focus on the part of ourselves and our business that brings us joy what is one tip that you can leave with us today about how you find and live your joy in our rasa doio slack instance we have a wins Channel where we share get a new client or when we want to give a really great piece of positive feedback to a team member or when we want to share a great anecdote about a goal that we've achieved and it just brings so much joy to see those accumulated WIS seeing that channel light up every day or every other day keeps you going because even though you're working toward your quarterly or your yearly goals you need those little tidbits to keep you going in the interim and that that seeing that channel line up brings me a ton of joy I love that you say that because it's so fun to celebrate other people and our team members it's also so fun to say I accomplished this goal that I set out to I'm going to enjoy my cup of tea it's those dedicated moments like your point is so important yes you have to take a moment to celebrate success that's one of our core values at rapis I love it thank you so much for sharing with us today everything is so interesting about the AI and the tech behind email list it's so important for all businesses please tell our listeners how and where they can find you I have a newsletter called Mom tent because I know we have a lot of working mom listeners and in the beginning of the pandemic I felt like there was just a lot of bad content out there and people didn't know what information to use to make informed decisions for their family and their lifestyle so I created a newsletter called Mom tent and if you go on to my linked and Erica Psalm wrench on LinkedIn that's Psalm like the word but without the p and wrench like the tool but without the W you can click on Mom tent and my LinkedIn profile and sign up and then um yeah if you ever want to hear more about rasa too that's a great way to reach me thank you for joining us today I'd love to hear from you reach out to me at hello shea.com on our Sheil it website or at Sheil it on social thank you to my editor Rich draino who always makes us sound good until next time let nothing stop you from experiencing the life and business that you crave