EP183 – Building Trust with Email Newsletters with Tess Wittler

You know you should have email marketing for your small business, but it leaves you with more questions than answers. No worries.

In this episode, Jason and Bridget will be chatting with Tess Wittler, an email newsletter expert. We will discuss some of these strategies in building trust.

  • How being authentic sets you apart
  • What to improve to increase your odds of getting word of mouth referrals
  • How to turn email newsletters into lead generation machines
  • The first question you need to ask before creating your email newsletter
  • How often to publish your email newsletters
  • How to repurpose your newsletter content for social media?

This Week’s Panel

Jason Tucker @jasontucker
Bridget Willard @bridgetmwillard
Tess Wittler @tesswittler

Show Sponsors


Thank you to ServerPress makers of DesktopServer and WPsitesync for sponsoring our show.


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Tool Or Tip Of The Week

This week’s Tool or Tip of the Week is brought to you by The Definitive Guide to Twitter Marketing.

Tess recommends “Words That Sell.” This is the book all copywriters need.

Jason recommends HealthKit on iOS.

Bridget recommends Noom for nutrition education and weight loss. This is her referral link.

Show Timestamps

00:02:57 “Why are you talking about construction? Because it’s exactly the same as web development.” Bridget Willard

00:04:43 How can you set yourself apart in the content of your newsletter?

00:05:47 “I tell a story and then transition that story into what I want to talk about.” Tess Wittler 

00:07:50 “So this is how you become authentic, you start sharing bits and pieces of your life.” Tess Wittler

00:09:11 “Yeah, this is something that we really struggle with in our niche, Jason, is a lot of our audience don’t like small talk.” Bridget Willard

00:10:37 “You have to always wear your business hat.” Tess Wittler

00:12:02 Your “rants” can be connection points.

00:12:30 “I’m gonna die on the Oxford comma Hill.” Bridget Willard

00:13:21 “Are you replacing me with a machine? Grammarly is wrong half the time.” Bridget Willard

00:14:09 Word-of-Mouth Referrals

00:16:27 “If you’re staying in front of someone, month after month, year after year with your email newsletter, they’re getting to learn to know you even though you may not know them as well.” Tess Wittler

00:17:04 How do you write the copy after the intro?

00:20:01 Tess describes the Featured Article Section.

00:20:46 Send a link or send the text? You have to test it.

00:22:52 “So you know, and it’s so here’s the thing, what worked last year isn’t going to work this year.” Tess Wittler

00:23:33 “You have to make your newsletter content about what they want to hear. So you have to really understand your audience.” Tess Wittler

00:24:26 “You know your audience, but then you kind of train your audience.” Bridget Willard

00:25:34 Great open and deliverability rates will tell you if your newsletter is working.

00:26:45 Do you offer financing for web development projects? Mention it!

00:29:38 American Entrepreneurship

00:32:01 Timing is So Important

00:33:16 We are weekend warriors.

00:34:15 “Repeat those services. Repeat those offers.” Tess Wittler 

00:34:53 What do you use as the name that you’re using to send from?

00:36:53 “You have to know how many characters are visible on your mobile devices.” Tess Wittler

00:37:27 “Guess when guess when most plugin developers don’t do support?” Bridget Willard

00:39:01 “You got to put the human factor into it.” Tess Wittler

00:42:42 Segmentation is definitely going to have to be another episode!


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