Tips and Tricks from The Intentional Marketer

In normal times, including email marketing in your marketing arsenal is pretty important. But during a crisis, where your marketing budget might be tighter, your other marketing efforts are underperforming, and your customers are wary of being “marketed” to during unsure times, email marketing should be your #1 marketing priority.


Email marketing has the highest ROI of any marketing tactic or channel.


(DMA 2019)

For comparison you can expect a $2 ROI for every $1 you spend in Google Ads.

Do you need more reasons? Email marketing is:

  1. Cheap
  2. Effective
  3. Customers want to hear from you
  4. Builds credibility
  5. Deepens relationships
  6. Boosts sales
  7. Helps nurture relationships
  8. You own it
  9. Your list is already engaged

So how do you build an email list? What should you say in your emails?

I answer all these questions (and so much more!) in a webinar I presented recently.


Do you need help with your email marketing strategy?

Do you need help with your email content?

Or maybe you just need some extra eyes on your emails to make sure they’re not ‘tone deaf’ to the current crisis?


Understanding the best day and time to send emails to your subscribers is key to getting high open rates and click through rates on your emails (which in turn can yield you higher revenue through sales of your products or services!)

Now you have a great subject line, what is the best day and time to send your emails?

Now that you have a great email subject line for your email campaigns (using the tips I shared in “The Trick to Getting People to Open Your Emails“) knowing WHEN to send your emails is an important next step.

There has been a ton of research done by all the email providers to understand the best day of the week and time of the day to send emails.

Let’s think about this for a minute…

Imagine you’re sitting down at your desk first thing in the morning on a Monday.

You had an awesome weekend, and kind of have the Monday Morning Blues with an already overflowing email inbox facing you as you log in to your computer.

How inclined are you to open all the emails? 

If you’re anything like me, you’re probably going to delete as many of those emails as possible. Who wants to have to go through them all on a Monday morning. We’ve got better things to do on the first day of the week!

Delete. Delete. Delete. 

Well, this isn’t good news for you, if you’re sending your weekly emails on a Monday.

How about the weekend? 

I’m a skimmer on a weekend. If it isn’t super important, I don’t read emails. The weekend is my downtime. Don’t try to get me to read your email on a weekend!

I think most people are in a similar mindset – they’re more focused on hitting the beach, or catching up on chores. They’re really not going to read your email.

BUT there is a caveat to this – if your emails are to do with leisure, travel or home-related activities, then your emails may have a much higher chance of being read on a weekend when people are in a mindset related to these topics!

Something else to note – this isn’t going to be true for everyone on your list. But you need to cater to the majority of people on your list.

So when SHOULD you send your emails?

Best Day of the Week is…

Drum roll please…

TUESDAY! Tuesday is the #1 best day of the week to send emails, hands down!

Followed by Thursday and then Wednesday. (Weekends are also high!)

So if you send two emails a week, choose Thursday as your second day.

Some studies showed high open and click rates on the weekends. Those are also the days when the fewest emails are sent. So open rates may be higher, but the actual number of emails opened is way lower.

Best Time of the Day is…

Late morning! 10 am – 11 am to be more precise! 

Why? Maybe because people have had time to get through the early morning rush of taking kids to school, getting to work, catching up on calls and reading through ’emergency’ emails. And now they’re ready to cruise through the rest of their mailbox.

Another hot time is: (and this is a weird one) from 8 pm to midnight. 

This is likely due to people checking their email before going to bed.

2 pm is another peak time. People might be needing a distraction from their work at this point in the day.

6 am is the other peak time. According to this post, 50% of you begin your day by emailing in bed… (I admit it, I do this – along with checking Facebook. Sigh. )

A quick note on time zones

A good question at this point would be – “Do I send emails on Tuesdays at 10 am in MY time zone?”

The answer is – yes or no. It really depends on where the majority of your list resides. If you don’t know, then send it in Eastern Time zone.

Now ignore all of this…

What?? Yes, I just went through all of this awesome cool data for you, and now I’m telling you to ignore it.

Ok, not all of you.

Ignore this advise IF you know how to read Google Analytics and your own website and email provider data. If you can read and analyze your data, then you should be able to determine the best days and times YOUR audience is most engaged.

Test it out by sending emails on different days and different times (use the same email subject line/content so you have a clean test). You will soon learn which days are best for you!

Now you know the best day and time to send your emails

You just learned a ton of info that will help you be on your way to more successful email campaigns. Here’s a quick recap:

  1. Send your emails on Tuesdays.
  2. Send them at 10 a.m.
  3. Test the best days and times to find out when your audience is most active
  4. And test again 🙂 

Do you have a specific day/time that works better for you? Share in the comments below! I’d love to hear from you!

How important are email subject lines?

Are you hearing crickets when you send out emails?

We’ve all been there – slaved away over an email that you thought was awesome, but no one opened it!

You spent hours and hours pouring out your heart and soul, but  – crickets!

You were worried that the email system might be broken because there is no way that awesome email wouldn’t have been opened. Right?


Your email subject lines are the problem! 

Just like a blog post, or a book, or a news article, your email subject line needs to be enticing so people will open your email. Let’s face it – we all get overwhelmed in our inbox, so your email needs to stand out from the crowd!

Why emails matter

Before we dive in to subject lines, let’s remind ourselves WHY emails matter!

  1. 40% more likely to get noticed!

Compared to Facebook, Instagram, Pinterest or Twitter, your emails are 40% more likely to get noticed!

The readers of your emails have raised their hands to be on your list and to hear you news. So make sure your headline is relatable to them!

2. Conversion rates are 6 x higher (compared to other marketing tactics)

Your email list are hand raisers! They’ve opted in to receive your emails – and they want to read them. So they’re way more likely to open your emails than to read your Facebook page, or Twitter post.

3.  Your return on investment (ROI) is $44 for every $1 spent 

For the cost of your time and an Email Service Provider (ESP) like MailChimp, ConvertKit, Active Campaign or Emma (etc.) you can market as often as you like to your Email list.

How to create an enticing email subject line

Now to the juicy details. How do you create a subject line that will actually entice a reader to open it?

Step 1: Don’t write like a robot. Too many subject lines are autogenerated (and you can tell!) So make sure it sounds conversational, like you’re chatting with a friend. Forget the formality!

Step 2: Match your subject line to the content inside your email. The tone and topic should give the reader a sense of what’s inside.

Step 3: Create scannable, easy to digest subject lines. The right amount of words—and characters—can make all the difference in your open rates!

7 is the ideal WORD count. The ideal number of CHARACTERS = 65

Step 4: Use one of these headline starters:

  • Use numbers! (They’re the #1 converting subject line for emails AND blog headlines!)
    • # Things to do before _________
    • # Quick steps to ___________
    • # Ways to __________
    • # Top tips for __________
  • How to’s:
    • How to be the greatest ________
    • How to grow a ____________
    • How to build a___________
  • Informational: 
    • Best places to visit in_______
    • Advice on parenting
    • Ways to save money on________

A couple of other styles that work: 

  • The ______ you MUST check out______
  • The secret to ______ you need to know
  • Want to _______ online?

Kick it up a notch

Once you have a decent subject line, add in an enticing descriptive word to take it to the next level. Words that will create a little mystery so the reader opens the email because they can’t help it! They’re intrigued!

  • top secret
  • surprising
  • mystery revealed
  • lightning fast
  • can’t miss
  • smarter
  • creative

Test it out

CoSchedule has created a cool tool so you can see if your email subject line will work. Copy in the subject line, and hit ‘submit’ and they’ve give you a score!

Check it out here: 

Test it again

Now you have a new subject line, try it out on a small subset of your list. Are the open rates higher than your prior average? If so, send it to the rest of your list.

So there you have it! Up your subject line game and getter better email open rates!

What questions do YOU have about email marketing? What is your open rate like, and what are you doing to improve it? 

Leave your questions and comments below! I love to hear from you!

As an extension to a recent Facebook Live Video I did on my Facebook page (check out the video at the bottom of the page), I thought I’d share a little more on hashtags.

To many, it is one of the biggest challenges of social media and blog writing. These are the two questions I get asked the most:

Number 1: What hashtag should I use?

Number 2: Why are they SO important?

Let’s answer the 2nd question first.

Why are hashtags SO important?

You will find hashtags on almost all social media platforms.  It all started on Twitter, but are now common on Instagram, Facebook, Pinterest and LinkedIn.  Anyone sharing content on any of these platforms needs to be using hashtags. Why?

Think of each of these platforms as a search engine like Google. When you type a keyword into Google Search, you are shown all the content on the web related to that keyword. It is similar with each of these social media platforms. Each is their own little search engine.

When you type in a keyword into the search bar, content related to that keyword is displayed – whether it is on Instagram, Pinterest, Facebook, or LinkedIn.

If you want your content to show up (duh! of course, you do!), then you need to use hashtags containing the keywords that are most relevant to your business AND that specific post to show up.

More times you show up = more eyes seeing your stuff = more potential business for you!

What hashtag should I use?

This is the #1 question I am asked about blogging and social media marketing! Using the right hashtag is important to make sure your content is viewed by the right people. So these are the strategies I suggest you use:

Step 1: Use different hashtags for each platform.

This is because the audiences are often different, and are in different mindsets on the different platforms. Tailor your hashtags to each platform and where you think your ideal clients or customers might be in their buying cycle on these platforms.

Step 2: How many hashtags to include. 

Yes, there is a certain number of hashtags you should use on each platform. Each of them is different, so use this guide (which is the current ‘best practices’):

  • Twitter – 1 (maybe 2 max)
  • Instagram – 8 to 10
  • Facebook* – 2 to 3
  • LinkedIn – 2 to 3

*The jury is still out on how effective hashtags are on Facebook. Keep including them, but don’t expect a lot from them.

Step 3: Which hashtag keywords to use. 

The easiest method of finding hashtags that are relevant for your business is to look at other people! Take a look at your competitors, industry leaders, and your ideal client audience. What hashtags are they using?

Step 4: Don’t use super popular hashtags! 

I didn’t explain this well enough in my video, so want to make it clearer here.

The more popular the hashtag, the more content and competition there is for that hashtag. You are going to be competing against millions of other people for your content to be shown.

An example of this (from Instagram): I am going to post a photo of my Australian Cattle Dog – Sidney.

Searching for hashtag #dogsofinstagram there are 108,893,600 posts

Searching for #australiancattledog there are only 1,065,643 posts

So if I want my cute pic of my Australian Cattle Dog to have a better chance of being seen, I will use a hashtag that is more specific to the type of dog he is. The chances are much better of his pic showing up in the feed for that hashtag!
Sidney Australian Cattle Dog
Step 5: Find related hashtags.
Using the search function in Instagram, you can find alternative hashtags that are related to the keyword you are searching for. This will give you a bunch of ideas for hashtags that might work for your content. Make sure you check the number of posts for each hashtag and try to find ones that are lower in post numbers.
Step 1: Type in your hashtag into the search field.
Step 2: Click on the ‘tags’ tab to see all the alternative hashtags along with the number of posts for the hashtags.
Marketing search
Marketing hashtag search
Step 6: Resources/tools for researching hashtags.

There are quite a few very cool tools you can use to research hashtags and trends:

So hopefully this has been helpful to you in understanding why you need to be using hashtags when your posting on social media.

While we’re on the topic of hashtags, check out this post about 5 Tips to Leveling Up Your Instagram Game! 

I’d love to hear from you! What questions do you have for me about this or any other marketing topic? Comment below! And I’ll get right back to you!

Oh, and here is my ‘live’ video where I discuss all of this live!

Tips to get more engagement and exposure on Instagram The statistics are staggering: 33% of internet users are on Instagram 60% of Instagram users log in daily Approximately 80 million users reside in the United States Engagement on Instagram is 10x higher than Facebook and 84x higher than Twitter. Are you using Instagram in your […]

Shhhhhh… can you hear that? Are you listening?

There is a whole lot of noise and distraction around us these days – now more than ever before. How do we make sure our business is heard amongst all the noise?

The one skill all business owners need to master – listening!

When it comes to marketing your business, listening is the #1 tool we all need to be great at.


Bad advertising comes from poor listening.

Marketing is all about influencing people’s behavior and perceptions. If your ads and messaging are fake, or inauthentic then you will shut out your audience and disengage them. Your marketing efforts will fail. 


If you aren’t listening to your customers, you’re creating something based on what you think they want. Which is often something far removed from what they actually want.


Once you’ve built your product or service, you need to listen again to make sure you’re crafting messaging that people will connect with.


Interpreting what you’re hearing is also a skill needed in understanding the wants/needs/desires of your customers.


Go in with an open mind when you listen to your customers – so you can hear everything, even if it isn’t something you don’t want to hear. Don’t try to misinterpret what they’re saying.


The goal is to create images and messaging that will people will see/hear amongst all the noise, like, and remember with when they’re making a purchasing decision. It needs to resonate with their hopes, desires, and fears.

6 ways to become a better listener

1. Schedule the time. Let’s face it, we’re all busy building our businesses, so there is little time to waste. But this is one thing you HAVE to schedule time for – find the time to listen to your customers before you create a new product or service, and listen again to create your messaging.

2. Listen to them, not you. It is so easy to listen to your own voice or the voices of those around you (your colleagues, coaches, friends, and family). But stop. Instead, talk with ideal customers. Find out what their pain points are. In their own words.

3. Hear the jargon. Listen to theirs, not yours! Don’t insert your own jargon into messaging, unless your ideal customer will understand it. What words are your customers using when talking about their needs and your product or service? Use those words in your messaging!

4. Dig deep with your questions. To get beyond the simple ‘yes’ or ‘no’ responses, ask more probing questions of your ideal customers. Ask open-ended questions so people will use their own words. What are the motivations that drive the behavior of your customers?

5. Listen for the descriptors. How do your ideal customers feel about the service or product, and about their needs and desires? What are the exact words they are using to express themselves? Listen for the emotions

6. Don’t judge. When you’re listening to queues and for the descriptors from your ideal clients, ignore your own bias. Remove yourself from the dialogue. This is all about your ideal customer. Not you.


Take a tone of notes and then you’ll be armed with all the words your ideal customers use when it comes to your product or service, and their wants, needs, and desires.


The next step is to create great copy on your website, on your posts on social media and anywhere that you are trying to attract customers containing these phrases and words that your ideal customer uses.

Listen. It could make or break your business!


Many of us use Pinterest for our personal use, but who is using Pinterest as a marketing tactic for their business?

Read on to for reasons why and tips on how you should use Pinterest for your business.

In 2010, I started a Pinterest account. Not a Pinterest Marketing account for business purposes, but a personal account – for my own pleasure. I pinned recipes, photos, and inspirational stuff like travel pics, etc. Things I was interested in. I created ‘boards’ containing collections of similar things and followed my friends and ‘liked’ their Pins.

I created a business account in 2012 for a business I worked with. I hadn’t really created any Pins myself until that point, but creating Pins was pretty easy and fun!  We saw some success back in those days of using Pinterest marketing for business. We increased our website traffic and even tracked some leads directly from Pinterest!

Fast forward to today…

Pinterest has evolved into a hugely popular search engine, shopping portal, social website, knowledge portal, and so much more!

Pinterest is a great marketing opportunity for businesses to share their knowledge with a larger audience, with the objective being to draw them into their own website where they can continue to share their knowledge, but also showcase and promote their products and services. The ultimate goal – new customers! 

The stats are mind-blowing!

Here are some pretty interesting numbers*:

  • 175 Million active users per month
  • 50 Billion + Pins
  • 1 Billion + Pinterest Boards
  • 81% of Pinterest users are actually Females.
  • 40% of New Signups are Men; 60% New Signups are Women.
  • Men account for only 7% of total pins on Pinterest.
  • Millennials use Pinterest as much as Instagram.
  • The median age of a Pinterest user is 40, however majority of active pinners are below 40.
  • Half of Pinterest users earn $50K or greater per year, with 10 percent of Pinteresting households making greater than $125K.
  • 30% of all US social media users are Pinterest users.
  • 60% of Pinterest users are from the US.
  • There are over 75 billion ideas on Pinterest.
  • 87% of Pinners have purchased a product because of Pinterest.
  • 72% of Pinners use Pinterest to decide what to buy offline.
  • 67% of Pinners are under 40-years-old.
  • Over 5% of all referral traffic to websites comes from Pinterest.
  • Pinterest said 80% of its users access Pinterest through a mobile device.
  • 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest.
  • Two-thirds of Pins represent brands and products.
  • Food & Drink & Technology are the most popular categories for men.
  • An average Pins made by an Active Female User is 158.
  • Recipes: There are more than 1.7 billion recipe Pins.
  • Shopping: Every day nearly 2M people Pin product rich Pins.
  • Articles: More than 14 million articles are Pinned each day.
  • Average time spent on Pinterest per visit is 14.2 minutes.

Are you still wondering why you should add it to your Marketing Strategy?

2 more simple reasons:  

  1. It can be a great lead generator (driving traffic to your website)
  2. It is great for SEO (Search Engine Optimization) distributing your content and links that drive traffic back to your website. Google loves this.


1. What should I Pin?

One way to see what your niche market likes is by using the ‘search’ tool in Pinterest. Search for keywords that your niche might be looking for – this will tell you what your audience is probably interested in.

On Pinterest, people are looking for ideas and products that inspire to action. So let people find you because of your inspiring content. Build trust by continuing to provide value.

Then make sure your website allows for a smooth transition from Pin to page. That means a beautiful and engaging Pin should link to a beautiful and engaging web page.

A couple of ideas for Pins include:

  1. Memes
  2. Videos
  3. Helpful tips
  4. Infographic
  6. Customer testimonials
  7. Customers using your product
  8. Recipes or methods to create something (step-by-step guides)


2. Add the Pin-it Button

Once you have a Pinterest account and are Pinning to it, make sure you have aPin Itbutton on your website. Make your content easy to find and share to get the most exposure for it.

By adding a ‘Pin It‘ button to your website your brand or business will begin to see more activity and traffic.

3. Boards

To get your account setup and active, create 5 boards of a variety of topics that your niche is interested in.

Make sure the board’s title and description have keywords that are commonly used by your niche, align with your overall messaging for your brand and marketing efforts.

Next, create a series of about 7-10 pins in each board, varying the type of pin (quote, blog post promo, video, etc.)

Now you’re ready to go!

What NOT to do:

Promote yourself, your product or service. Insteadbe of service. Provide great content that is helpful and useable to your niche audience. Don’t worry – you’ll have plenty of other opportunities to promote your offer or service to them once they are further into your funnel (on your website, etc.)

Create pins about you, your team, your workplace. Pinners aren’t looking for that stuff. They’re looking for inspiration!

Be salesy or pushy!  Pinterest will not reward you!  No “10% off” or “50% off today!” or “Buy Today!” And don’t ask people to “repin” your content.

Stress about the number of followers you have! It isn’t that important! Pinterest’s strategy is to be a visual search engine where the importance of posting high-quality, engaging and relevant content outweighs the importance of building follower numbers.

Pin sporadically or infrequently. It’s recommended to post at least five times a day to get optimal results. I know… that is a LOT. But you don’t need to create all this content yourself. Curating and repinning popular content from others works (but make sure you have a good balance of your own versus other’s content).

Also, you can pin the same content to multiple boards – using social media management tools (like Canva – see below) to space out them throughout the day.

Use hashtags! They’re unnecessary and worthless on Pinterest. Save them for other social networks.


Let’s face it – who has time to spend hours on Pinterest every day posting pins? Make sure you use these tools to help you build your Pinterest Pins.

  • To create your pins (they have great Pinterest templates you can use!): Canva
  • For scheduling your pins (schedule your weekly or monthly Pins in advance!): Buffer
  • Great tips and strategies: Pinterest’s business blog


Happy Pinning! 



You’ve probably seen them – the glamorous photos of Instagram celebrities holding a product as the sun sets on a beach in Thailand. Or maybe you’ve seen the celebrities *unboxing their favorite monthly box subscription. They have a name: “Influencer Marketers”. And what they do is called “Influencer Marketing”.

*Unboxing – when you open and reveal contents of a subscription (or product) box in a very slow and dramatic way… with a heap of suspense and over the top ‘oohing’ and ‘ahhing’.)

Who are these “Influencers”?. They are bloggers, or fashionistas, or online personalities who have built a loyal following on platforms like Instagram, LinkedIn or Facebook. They are trusted by their followers and have an influence on their audiences purchase decisions because of their credibility and knowledge of a particular industry or topic.

Unless you have a massive marketing budget, you’ve probably just ignored ‘influencer marketing’ as a tactic in your marketing strategy. Those celebrity influencers must cost a fortune, right?

Yes, some do! But there is another way!


Ok – what is an influencer?

An influencer can be a blogger, a YouTube video star or someone who posts regularly on social media.

A micro-influencer is an influencer with a smaller reach than big celebrities and influencers.

So how big (or small) is a micro-influencers audience size? There isn’t full agreement on this amongst experts, but I define it as anywhere from 1000-250000 followers.

5 truths about Micro-Influencers:

They’re more engaged!

The lower the number of followers, the more engaged the ‘influencer’ is likely to be!

Think about it – do the Kardashians respond to all their followers and engage with every one of them? They don’t have time for that. But a micro-influencer will.

A 2016 study by digital marketing firm Markerley found that the more followers an influencer had, the less engagement there is on their posts.

Hyper-focused on your niche

It can be much easier to find a micro-influencer who has intimate knowledge of your niche and is likely to have followers who are interested in that same niche.

The bigger the influencer, or celebrity, the harder it is to know what it is that they specialize in or have an interest in. And sometimes they have too many interests and your area of focus (or niche) is just one of many.

People buy from influencers

A 2016 survey by Collective Bias (an influencer marketing research company) found that 60% of respondents had considered recommendations by a blogger or social media post before making a purchase.

They don’t need to be celebrities.

In fact, it is better if they’re not! Collective Bias also found 30% of consumers were more likely to buy a product endorsed online by a non-celebrity than a celebrity. Among Millennials, 70% preferred a non-celebrity endorsement.

It is affordable!, a platform that connects influencers with brands, looked at what influencers were charging for a sponsored post and found that those with less than 2,000 followers charged on average $124 compared to $690 by those with between 250,000 and 500,000 followers. By the way, the cost for celebrities is way higher than this…

So how do you find Micro Influencers?

There are a number of ways Small Business can find micro-influencers. There are agencies, like Collectively, who are focused on connecting brands and influencers. But if your budget is small, then you can do the connecting yourself. All it takes is a little time spent on social media (yes, it is ok – it is ‘work’).

1) Look for people who are appealing to your customer base. Use the search bar and search for ‘hashtags’ related to your product or business. And then start clicking around.

2) Make sure they’re engaging with their audience. Responding to questions, and comments. And interacting. You want to make sure they’re ‘active’ in their account

3) Check through their posts. Do you like what you see? Are there any red-flags? Look for content that will appeal to your customers.

4) Check out these nine tools you can use to research micro-influencers.

How to work with influencers.

Now that you’ve found potential Micro-Influencers, it is time to connect with them and pitch your proposal.

First, make sure you know what your goal is. Is it leads? Sales? Traffic to your website? Or brand awareness? Will you want them to blog about your product? Then promote it on their social accounts? Or just take a video using your product and promote that.

Then ask these questions in your communication:

  1. Who are your followers? Age, location, gender and any other preference data that can help you determine if it is a good fit. Use your own customer profile to match against to make sure that your influencer’s audience matches yours. (If you need help creating your customer profile, let me know!)
  2. Have you worked with any of our competitors? Or brands/products in my vertical or industry?
  3. Have you heard of my brand before?
  4. Which social media platforms do you focus on? And what would be the best fit for my brand/product?
  5. What are your engagement rates on each of these platforms? Engagement rates are a lot more important than the number of followers or likes. Engagement rates show how many of these followers are actually engaging with the content by commenting, sharing, liking, clicking links etc.


You will need to establish how you will ‘pay’ for access to the influencers’ audience. And there are a couple of options you have to do this:

  1. Give the influencer a product or discounts as payment.
  2. Percentage of every sale that comes through the influencer’s network.
  3. Fee for each component of the plan. E.g. blog post, post to Instagram etc.

Long-term plans are becoming more of the norm. The standard rule of needing to get in front of someone 5-6 times applies here, and so having a long-term plan where the influencer is promoting your brand over the course of a few months will be more effective than a one-off mention on their account.

What’s next? Get started! 

Oh, one more thing, make sure that you hold your influencers accountable for disclosing the fact they’re being paid to feature, test and review your product or service. Influencer marketing is all based on trust… so be transparent and require your influencers to be as well!

Happy influencing!