Pivot! Pivot!! We’ve all done it…but how does that work when you’ve built an email list of people according to X and now you’re talking about Y? Liz shares two ways you can go about it and one example from her own pivot from the travel industry to email marketing! This short episode packs a lot of punch, so listen closely and implement quickly!
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Transcript
What’s up? What’s up? Liz Wilcox here. This is episode 88 of the email sound booth podcast. I’m pivoting. What do I do with my email list? This is a question I get all of the time and it’s actually less complicated than you think. Um, how do I know I have pivoted? In fact, I, I did a complete 180, right? I went from RV travel to teaching email marketing.
To online business owners and service providers, right? That’s totally different audience, right? Um, so been there done that and i’ll share a little bit So if it’s totally different i’ll get to if it’s totally different or if it’s kind of adjacent So since we’re on the topic of totally different Here’s what I want you to do.
Uh, number one announce to your current email list Hey, i’m starting a new list It’s going to be about x for example My travel blog, I announced to the travel email list, Hey, I’m starting a new list about email marketing. And then I had a separate account and a separate landing page. If you’re interested, I know, and I said, I said this, I know there’s not much, uh, overlap, but if you’re interested in learning email marketing, sign up for this different list.
Okay. It’s got to be different, right? It’s a totally different topic. If you’re talking about productivity and then suddenly you want to talk about music theory. That’s not the same list, right? And we shouldn’t treat it as such. So again, announce to your list the new list and landing page. Then, over here in this new list, that new pivot start growing the email list, right?
Don’t try to get these older email list people onto the new list. Especially if it’s a completely different topic, right? Now, if you’re keeping the old list, you can mention it every now and again. For example, if I did not sell my travel blog, which I did, but if I kept it, I would have kept those email lists completely different.
Again, completely different accounts for simplicity’s sake, right? And I would have, you know, every now and again, Hey, don’t forget, I also do this thing over here, but I wouldn’t. Just try to convince them that they need something that they didn’t sign up for. Now let’s talk about if it’s adjacent. For example, I teach email marketing right now.
If I wanted to pivot and start talking about podcasting, right? It’s not the same, but it’s not necessarily a different audience, right? A lot of online business owners. Are looking to start a podcast. So this is what I would do. I would announce a new ish direction and slowly go from email marketing tips to podcasting tips.
I would probably, it’s like you have an empty glass of water or you have a glass of just plain water and you slowly drip in. The, uh, crystal light, right? The flavored water until, you know, the water turns that pink color, so to speak. I’m not going to just squirt all the crystal light in there. I’m going to slowly drip in until, you know, it turns that color.
So what does that look like? I’m going to announce the new, new ish direction. Hey, I’m going to start talking about podcasting now. And I’m going to slowly move from the one topic to the other. So maybe I, you know. Um, still give email tips and then at the bottom, you know, P. S., here’s a podcast tip as well.
Or maybe it’s, you know, how to use podcasts to grow your email list or how to use your email list to grow your podcast, right? So I’m mixing the two until one day I’m just talking about all things podcasting and I’m going to let my subscribers do what they do best. list. We just talked about this in the last episode.
Um, I’m going to let them unsubscribe if it’s not pertaining to them. If they’re like, nope, Liz, I just want an email list. I have no interest whatsoever in a podcast. I’m going to unsubscribe. But because it’s adjacent, I’m not going to start a completely separate, uh, email list. I’m just going to slowly move into the topic and let them decide if they want to stay.
All right. We’re under five minutes. Woo hoo. That was I’m pivoting. What do I do with my list? I hope that’s helpful. This is really one of my most asked questions. I can’t believe it took me 88 episodes to get here. If you want to see. This kind of thing in action. If you need help knowing what to say in those newsletters, whether you’re pivoting or not, I’d love for you to join my email marketing membership.
It’s just 9 a month. I send you a weekly newsletter template for you to take and make your own. We’ve also got live Q and A’s guest experts, all that jazz, nine bucks a month. You can go to the link in the show notes to join as always. I’m Liz Wilcox and you are amazing. I’ll see you on the next episode, my friend.
