Episode 88: I’m Pivoting. What Do I Do With My List?

Summary4 min read

Podcast: The Email Sound Booth with Liz Wilcox
Host: Liz Wilcox
Release Date: February 5, 2025

Introduction

In Episode 88 of The Email Sound Booth, Liz Wilcox addresses a prevalent concern among online business owners: “I’m pivoting. What do I do with my email list?” This episode delves into effective strategies for managing and optimizing your email list during significant business transitions, ensuring that your marketing efforts remain robust and your audience remains engaged.

Understanding the Pivot

Liz begins by acknowledging that pivots are common in the dynamic landscape of online businesses. Whether shifting industries or slightly altering your service offerings, understanding the nature of your pivot is crucial in determining the appropriate strategy for your email list.

Key Point: Recognize the type of pivot—whether it’s a complete 180-degree change or an adjacent shift—to tailor your email marketing approach effectively.

Pivoting to a Totally Different Audience

When transitioning to a completely different market or topic, Liz emphasizes the importance of segregating your email lists to maintain relevance and engagement.

Announce the New Direction:
- Quote: “Announce to your current email list, hey, I'm starting a new list. It's going to be about X.” (00:45)
- Example: Liz transitioned from RV travel to email marketing services. She informed her travel email list about her new focus on email marketing, providing a separate signup link for those interested.
Create a Separate Landing Page:
- Establish a distinct landing page for the new email list to clearly differentiate between the two topics.
Maintain Separate Accounts:
- Use different email accounts for each topic to prevent overlap and ensure content remains relevant to each specific audience.
Avoid Mixing Topics:
- Don’t attempt to blend unrelated topics within a single email list, as this can lead to disengagement and higher unsubscribe rates.

Example Implementation: Liz kept her travel and email marketing lists entirely separate, occasionally mentioning one in the other’s communications without forcing a crossover.

Pivoting to an Adjacent Audience

When your pivot involves a topic adjacent to your current focus, Liz recommends a more integrated and gradual approach to transitioning your email content.

Gradual Integration:
- Analogy: Liz compares this to adding flavor to water gradually, ensuring a smooth transition. “It's like you have an empty glass of water and you slowly drip in the crystal light… until the water turns that pink color.” (02:30)
Announce the New Direction:
- Inform your existing subscribers about the new area of focus while continuing to provide content related to your original topic.
Blend Content Streams:
- Introduce content that ties both topics together. For instance, if pivoting from email marketing to podcasting, include tips on using podcasts to grow an email list or vice versa.
Allow Subscribers to Choose:
- Give your audience the option to stay subscribed if they find the new content relevant, while those uninterested can opt out without feeling alienated.

Example Implementation: Liz started incorporating podcasting tips into her email marketing content, gradually shifting focus until her emails predominantly covered podcasting, thereby allowing her subscribers to self-select based on their interests.

Practical Steps for Executing a Pivot

Liz outlines actionable steps to ensure a smooth transition regardless of the pivot type:

Evaluate Your Pivot:
- Determine whether your pivot is a complete change or adjacent shift.
Communicate Transparently:
- Clearly communicate the change to your audience to manage expectations and maintain trust.
Use Separate Channels for Different Audiences:
- For entirely different topics, maintain distinct email lists and communication channels.
Integrate Gradually for Similar Topics:
- Slowly introduce new content alongside existing topics to gauge audience interest and adjust accordingly.
Monitor Engagement Metrics:
- Keep an eye on open rates, click-through rates, and unsubscribe rates to assess the impact of your pivot and make data-driven decisions.

Conclusion and Key Takeaways

Liz wraps up the episode by reinforcing that pivoting your business direction doesn't have to spell disaster for your email list. By strategically managing your email communications, whether through separate lists for distinct topics or gradual integration for adjacent ones, you can maintain a healthy and engaged subscriber base.

Final Advice: “Let your subscribers decide if the new direction is for them. If they're not interested, it's better to have them unsubscribe than to retain uninterested followers.” (04:30)

This user-centric approach ensures that your email list remains valuable and monetizable, aligning with both your business goals and your audience's interests.

Notable Quotes

Announcement Strategy:
“Announce to your current email list, hey, I'm starting a new list. It's going to be about X.” (00:45)
Analogous Transition:
“It's like you have an empty glass of water and you slowly drip in the crystal light… until the water turns that pink color.” (02:30)
Subscriber Autonomy:
“Let your subscribers decide if the new direction is for them. If they're not interested, it's better to have them unsubscribe than to retain uninterested followers.” (04:30)

Additional Resources

For listeners seeking further assistance with email marketing, Liz promotes her Email Marketing Membership:

Features: Weekly newsletter templates, live Q&A sessions, guest experts.
Price: $9/month
Call to Action: “You can go to the link in the show notes to join.” (04:46)

Final Note: Liz Wilcox concludes the episode by reiterating her commitment to helping online businesses succeed with effective email marketing strategies, encouraging listeners to embrace their pivots with confidence and strategic planning.

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Transcript4 lines

[00:01]
A
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. How do I know I have pivoted? In fact, I did a complete 180, right? I went from RV travel to teaching email marketing services to online business owners and service providers. Right? That's totally different audience, right? So Ben 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. 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, a separate landing page, if you're interested. I know, and I said, I said this. I know there's not much 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, that new pivot, start growing the email list. Right? Don't. 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? 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 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 newish 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 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, newish direction. Hey, I'm going to start talking about podcasting now, and I'm going to slowly move from the one topic to. To the other. So maybe I, you know, 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. We just talked about this in the last episode. 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 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. Woohoo. That was.
[04:46]
B
I'm pivoting.
[04:47]
A
What do I do with my list? I hope that's helpful.
[04:50]
B
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.