The key to effective email marketing for horse businesses is getting the right people on your list. In other words, you have to qualify your leads. Follow these 3 steps to build your email list with qualified leads.
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
We’re heading into a season likely to keep your email inbox full – the Christmas holiday.
There will be plenty of holiday specials, Black Friday deals, and last-minute reminders to get your shopping done.
Why? Because email marketing works!
That’s why I want you to make the most of email marketing for your horse business.
If you’re thinking, “Denise, I don’t think I should send emails during the holidays. It won’t work because they already get too many emails,” remember the facts.
Facts about email marketing for your horse business:
Organic (non-paid) views on social media hover around 3% of your followers
Open rates for emails are 20% on average (My clients are always closer to 40% on average)
Email recipients are statistically more likely to take action as a buyer
When they’re on your list, it’s permission-based marketing. They’ve signed up understanding you’ll send them emails.
It is smart marketing to be aware of your audience’s needs and not send too many emails. But it’s not smart marketing to never send an email.
You're a growth-oriented equestrian entrepreneur. So you're going to send emails. The question is, who are you sending them to?
Have you spent time building an email list of qualified leads for your horse business?
If not, it is never too late. And that’s what you’ll learn to do in this episode.
3 Steps to Build an Email List of Qualified Leads for Your Horse Business
Qualify your leads.
Know your audience! It’s always the first step to effective marketing, whether you’re focused on websites, social media, email marketing, or print or digital advertising.
Successful email marketing is not just about getting people on your email list. Building your list is an opportunity for you to qualify your lead. It’s an important part of preparing your audience for the next step to becoming a client or customer.
Best practice is to remove the barriers to entry by creating something free that will incentivize them to get on your email list. It’s called a lead magnet, or freebie.
Remember, this isn’t just about getting anyone and everyone to join – we want the right people.
Ask yourself these questions as you brainstorm how you’ll build your email list with qualified leads:
What goals do they have in mind related to your products and services?
What roadblocks are keeping them from working with you?
What problem can you solve that will set them up for the next step in working with you?
Create a valuable lead magnet.
The most common lead maget is a downloadable PDF. As you’ll see, it’s not the only option you have.
Here are 5 proven lead magnet ideas that will build your email list with qualified leads:
💫 These samples are my clients from Take the Reins 1:1 coaching where I walk through these steps with you as we craft a clear message and cohesive plan for booking clients and customers online. Check out Take the Reins 1:1 Coaching here. 💫
Checklist
Example: My website checklist
Example: Cara Taylor Swift (Fast Horse Photography) 5 Surefire Signs Your Equine Photography Business is Ready for In-person Sales
Guide
Example: Prime Equine
Example: Phyllis Burchett (Phyllis Burchett Photography)
(She's not a Take the Reins client. We’ve worked together in other ways (website design and copywriting + email marketing— and I’m a huge fan of her work. 😍)
How-to
Example: Susan DiFelice (Susan DiFelice Equestrian Design)
Audio/Video
Example: Lindsay Hayes Cofell (Hayes Cofell Performance Horses)
Discount
Example: Shelley Paulson (Shelley Paulson Photography Equine Premium Stock Library)
(She's not a Take the Reins client. We’ve worked together in other ways and I’m a huge fan of her work. 😍)
Promote your lead magnet.
Once your lead magnet is built, delivery is tested, and it's ready to go, you're ready to spread the word.
Here are 10 ways you can share about your freebie to get the right people to your website and on your email list:
Landing page (In other words, it is the only thing on that website page. No header, no footer, no menu. Just the sign-up form and lead magnet info.)
Invite friends, family, and customers to share about it
Business card (URL and QR code)
Website pop-up form
Email signature
Social media posts, reels, stories.
Tools and resources page or section on your website
Print materials - QR code for ads
Social media bios
Social media ads
Reminder: always be list building. You spent time to create something valuable. Don’t just talk about it one time and think that’s sufficient.
As you get new followers, make new friends, and get website visitors, they all need to know about this valuable free resource that’s available.
Of course, you'll want to listen to the full episode to dig into each of the insights shared and discover how you can apply each one in your horse business!
Links Mentioned In This Episode
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