Jena Bagley, from Aweber, on How Email Marketing Can Scale Your Business | MP 65

How often do you make use of email marketing? What are some benefits that your practice can enjoy by utilizing this form of email marketing? What are some common mistakes that people make when it comes to email marketing?

In this podcast episode, Sam Carvalho speaks with Jena Bagley about how email marketing can scale your business.

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Meet Jena Bagley

As the Advocate Manager for AWeber, a leading email service provider and the very first autoresponder, Jena Bagley works closely with content creators, podcasters, social media strategists and enthusiasts, coaches, entrepreneurs, and more.

Through email marketing, you can connect with your audience and drive them back to your podcast, blog, website, and more over and over again, keeping you top of mind. Having worked in several different industries over her career, Jena has acquired a wealth of knowledge about sales, marketing, and what it really means to build a relationship with your target audience.

Visit her website. Connect on Instagram and Facebook.

Email Jena at

In This Podcast


  • 3 important steps to create an email marketing campaign
  • What should you constantly be providing to your subscribers?
  • Common email marketing mistakes

3 important steps to create an email marketing campaign

These are the things you need to focus on, and once you get really good at those you can start adding in more things. There’s a lot you can do with email marketing, it’s super powerful and you can definitely go down the rabbit hole of cool things you can do with … email marketing but [first], just focus on these three things. (Jena Bagley)

1 – Make sure you have a way to capture email addresses:

If you have a website, make sure you have a sign-up form where people can put in their email addresses and information so that you can follow up with them.

2 – Make sure you send a welcome email:

Once a customer receives your freebie, make sure you email them quickly soon after they join. This welcome email should be sent automatically as soon as someone joins your email list. This email can include:

  • What the kind of content will be that you send them,
  • How often you will be emailing them,
  • Introduce yourself,
  • Get excited because you want them to be excited to open your next email

3 – Make sure to be emailing them on a regular basis:

By sending your customers’ regular emails you stay at the top of their mind, so when they need assistance or service provided, you will be one of the first – if not the first – option that they think of to consider.

Concentrate on filling up your email list with your ideal clients instead of trying to build the biggest email list in your field. You will lose some followers along the way, however, when you are building an email marketing list that centers itself around your ideal clients and their needs, that loss will become less and less.

What should you constantly be providing to your subscribers?

What you should always be providing in your emails is value … value is whatever your target audience or client perceives as valuable, what is helpful to them? When we really think of value, it is [the] outcome that your audience wants. (Jena Bagley)

The value that you provide to your audience is simply the transformation that they are seeking to achieve through your services.

When you make sure to curate your email marketing to cater to their needs, you are providing them with valuable content in your emails. Therefore, your emails always need to be giving and can often end with a question – ask your clients what they need so that you can build a relationship with them.

Jena’s pro tip: 80% of your email should be giving value and 20% should be an offering of a product or service.

Common email marketing mistakes

Being too salesy:

Make sure that you are helping and listening to your audience, not just trying to sell them products and services all the time.

Not asking questions:

You should ask your audience questions so that you can create content that is relevant to their needs.

Sending impersonal emails:

Structure the email so that it reads as if you are writing to one person even though you are writing and emailing the same email to the entire list. This will make it feel more personal and help your audience connect better to your words instead of feeling like they are one in a crowd of many.

Not staying on-brand:

Make sure that the email address you are sending your emails from comes from a custom domain because this shows that you are on-brand and that you take your business seriously enough to not be emailing everyone from your own personal Gmail account.

Not emailing frequently enough:

They signed up to your email list, which means that they want to hear from you. If you email them too infrequently, they will forget about you and will find someone who is more in touch with them.

Making your subject line too long:

Most emails are opened on cellphones, so make sure the subject lines are concise and catchy but not like clickbait. Tell people what to expect when they open the email and what the content will be centered around.

Not making use of the pre-header text:

This is essentially like a second subject line and you can use this space to further explain the contents of the email to attract a client’s attention.

Freebie: 7-step guide to help you convert leads to customers

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Meet Sam Carvalho

Samantha Carvalho DesignSam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

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