In episode 287, Megan chats with Amy Katz, blogger behind Veggies Save the Day, about something you might be underutilizing but’s available right at your fingertips: EMAIL.
We cover information about why you’re making it hard to sign up, how you can find your voice and consistently show up and repurpose your content – because you can generate revenue from it.
Bio Amy Katz is the creator of Veggies Save The Day where she shares easy vegan recipes inspired by a Mediterranean diet. She first shared her meals on Instagram, which led to starting her blog in 2015 as a hobby. When she realized she could turn her love of food and cooking into a career, she left her corporate job in 2017 to pursue blogging full-time.
- Almost everyone has an email address.
- Whether you have 5 people on your email list or 5000, you have a captive audience.
- Mistake #1- Don’t make it hard to sign up for your email list and give them a reason to want to be on your list.
- If you don’t know what to use as a hook for email signups, then look at your most popular content to find something relevant.
- Mistake #2- not sending emails is a common mistake. You can have this list but if you’re not sending messages, you’re wasting the value.
- Be consistent with sending your emails no matter how many times you send it.
- Mistake #3- use your voice when emailing your audience. Write the email like you’re speaking to your avatar – one person, not everyone at once.
- Mistake #4- not reusing your content. You can literally use the email from a year ago, spruce it up if you want and resend it. Add a new recipe or the same one if you prefer.
- If you see good engagement with a recipe or topic on Instagram (IG), use that in your email. Chances are your email readers aren’t super active on IG.
- Mistake #5- not making money from your emails. You have provided a solution to a problem, now you can take it a step further and sell them a solution.
Click for full script.
287 Amy Katz
Amy Katz: Hi, this is Amy Katz from Veggies Save The Day and you’re listening to the Eat Blog Talk podcast.
Sponsor: Hey, awesome food bloggers. Before we dig into this episode, I have a really quick favor to ask you. Go to your favorite podcast player. Go to Eat Blog Talk, scroll down to the bottom where you see the ratings and review section. Leave Eat Blog Talk a five star rating if you love this podcast and leave a great review. This will only benefit this podcast. It adds value and I so very much appreciate your efforts with this. Thank you so much for doing this. Okay. Now onto the episode.
Megan Porta: Hey, food bloggers. Welcome to Eat Blog Talk, the podcast for food bloggers, looking for the value and the confidence that will move the needle forward in your business. This episode is sponsored by RankIQ. I am your host, Megan Porta. And you’re listening to episode number 287. Today. I have Amy Katz with me and she is going to talk to us about five mistakes food bloggers make with email marketing. Amy is the creator of Veggies Save The Day where she shares easy vegan recipes, inspired by a Mediterranean diet.
She first shared her meals on Instagram, which led to starting her blog in 2015 as a hobby. When she realized she could turn her love of food and cooking into a career, she left her corporate job in 2017 to pursue blogging full-time. Amy. I am so thrilled to have you here. I’ve chatted with you on numerous occasions outside of this podcast. So now you’re here and yay. I’m so happy.
Amy Katz: It’s great to be here.
Megan Porta: Yeah, it’s going to be a fun conversation. I know you’re the queen of email marketing and we are here to learn from you today, but first we all want to hear what your fun fact is.
Amy Katz: Okay. Okay, great. Yeah. I’m excited to be here. Can’t wait to talk about email marketing. Fun fact, when I was a kid, I was very unathletic and I didn’t like to ride a bike or even my big wheel. I was terrible at PE. I don’t know if you remember the president’s physical fitness tests that we had to do in elementary school. I hated that. I failed every time. But for some reason, in my late twenties, I decided that I enjoyed running and I enjoyed it so much that I started training for marathons and I’ve actually run 40 marathons.
Megan Porta: I didn’t know this about you.
Amy Katz: In case you don’t know or in case your listeners don’t know a marathon is 26.2 miles. So it takes a lot of dedication and training, but I really enjoy it.
Megan Porta: Okay. 40? How have you squeezed in 40 marathons? That’s insane. So how many do you run a year typically?
Amy Katz: Yeah, the last one I did was before the pandemic. So I still run, but more just for pleasure and fitness. But I was averaging two a year. There were a few years I squeezed in three and one time four. That was a lot.
Megan Porta: You are incredible. And especially coming from a history of not really liking physical activity. So, good for you. Wow. Oh, that’s incredible. So running and email, two of your top things that you are very knowledgeable about. I’ve picked your brain before about email marketing and I know you’ve been so generous in sharing your knowledge with food bloggers. And this is another way that you’re doing that. So thank you so much for being here and sharing this. I would love to hear what got you interested in email marketing in the first place. Why did you realize it was something you really needed to dig into?
Amy Katz: Yeah, that’s a great question. I’ll start off by saying, I noticed that when I listened to your podcast, food bloggers are always talking about the latest things that we need to do. Like Google web stories and Instagram Reels and TikTok and that sort of thing. But I think most people forget about something that’s just so basic, which is email. Because everybody has an email address. I can’t tell you the last time I came across someone who didn’t have an email address. Maybe a senior citizen, but even then I think almost everyone in the world has an email address. I realized that it’s a great way to get in front of an audience that it’s just so simple and we all know how to write emails. There’s no magic formula that you need to use just because you are a food blogger and you’re running a business. It’s still basic communication. I think it’s a really fun way to form just a really tight-knit loyal following. So once I thought about that, I decided to really dig in and listen to what some email marketing experts recommend and then tailor it to what works as a food blogger.
Megan Porta: Sometimes we overcomplicate things and we try to think beyond what’s just right in front of us and really simply and glaringly say, Hey, I’m right here. I think that’s the case with email marketing. Like you said, even grandma has an email address. Everybody checks their email. I would love for you to tell me who does not have an email address. Everyone does. So it’s right in front of us. It’s so simple. It’s so basic. Go back to the basics. Don’t over-complicate. Don’t make your job any harder than it needs to be. I love that perspective and I love that that is why you got into it. So we want to hear your mistakes. So you think there are five mistakes food bloggers make when it comes to email marketing. What is mistake number one?
Amy Katz: Yeah, I would say mistake number one is not making it easy for people to actually sign up for your email list. I think the way that it’s easy is when you go to a website and multiple places where you could get on that person’s list. If you have to scroll around and try to find, wow, how can I sign up for this person’s emails? That’s definitely a problem. You also want to make it desirable for people to sign up. Long time ago, people used to just sign up for the latest updates. But I think we’ve moved beyond that because we don’t want to sign up for hundreds and hundreds of email lists because our inbox will be completely full and we’ll be just overwhelmed with emails. So I think people are very selective about what email lists that they want to get on. So not only does it have to be easy for them to sign up, there has to be a reason for them to sign up. There’s different reasons. Some people may offer something for free, like maybe a free guide or a free email series that will teach them something like a mini course or maybe a free ebook or maybe even a live training. It all just depends on what you want to offer to your audience. But anything that’s a little bit out of the box, I think that makes it even more desirable for people to sign up.
Megan Porta: I used to do this, I am definitely guilty of it. But I used to say, hey, join my newsletter. Or sign up for my newsletter. Join the Pip and Ebby family. It was like who would ever want to sign up for that not knowing what that means? Actually give them something that is going to solve a problem, or that’s going to make their life easier in some way. So thinking through that on the front end is worth the effort.
Amy Katz: Exactly. I completely agree. We don’t even need to call it a newsletter, like it’s some formal thing that comes out once a week or once a month. It’s more casual. These days, just having people sign up for your emails and offering them something of value in return for their email address.
Megan Porta: Just a real quick question on that. How do you recommend finding that out, if someone’s listening and they’re like, I don’t know what my people want. How do you recommend they go about finding that out?
Amy Katz: That’s a great question. I think one thing you can do is look at what kind of content is most popular on your blog, or even on social media. What do people turn to again and again? What gets the highest page views or what gets the most engagement? Then I think that is a great place to start. Another way you can look at it is what is something that’s very unique that I offer on my blog that I don’t see other food bloggers offering? Maybe it’s something more specific. Let’s use your blog for an example. I know that you are very good at using an Instant Pot. So let’s say you offer something to your audience, if they sign up for your emails, they’ll get a series of emails that shows them how to use their Instant Pot in a new way, for example. So maybe dessert recipes in your Instant Pot, that’s something that’s very unique. So maybe you have a few posts that talk about how to make desserts, like maybe, cheesecake or chocolate cake or whatever it is. Then you can put together some kind of resource, whether it’s a series of emails or it’s something they can download. Then it’s very specific about what you specialize in or something that’s unique to your blog.
Megan Porta: You just gave me an idea. You know how people who use their Instant Pots typically use the pressure cook setting all the time and they rely on that? So I could do something like, let’s use those other buttons. Do a series on let’s use rice, a button and let’s use the egg button and like walking people through how to go outside of their little one button comfort zone. So thank you!
Amy Katz: That’s a really great idea. How to use the slow cook function on the Instant Pot. Yeah. I would sign up for that.
Megan Porta: Oh my gosh. You inspired me. Thank you. Okay. That is such a great first point and a mistake that I think a lot of us make. I have made it. I think Amy, you’ve probably been at a point where you’ve made it. So if you are making this mistake, we’re not shaming you, it is a common mistake, but Amy gave you some really good ideas about how to fix that and do some different things. So what is mistake number two?
Amy Katz: Yeah, mistake number two is a very common one as well. That is not actually sending emails. It’s all great to have this email list that you’re proud of, that you grew. You may look at the number as a vanity metric. But it doesn’t mean anything if you don’t actually email the people that are on your list. There’s no magic number or time or date or anything that you need to worry about. It doesn’t matter how many people are on your list. Even if you have five people on your list, you need to email them. It doesn’t matter what day of the week, what time, just start emailing them. Then later, maybe you can figure out okay, from the analytics maybe this date or, this day of the week is the best or maybe this time. But in all honesty, I wouldn’t worry about that. I would just go ahead and start emailing them no matter how many people are on your list. You can start off maybe once a week. But just try to be consistent and if you find that maybe two or three times a week works better for your email style, you can go from there. But the main thing is just our email.
Megan Porta: Don’t overthink it. Even if it’s just a couple of sentences, just communicate. They want to hear from you and they want to know that you’re there and that you care. If you send like a short paragraph, just saying, Hey, it’s Amy. I’m here. I want to know whatever. Fill in the blank. That is enough. Then from there you can build, like you said, start out with once a week, but most importantly, show up and be consistent.
Amy Katz: Exactly. I think the sooner you can do that the better. So when someone signs up for your emails, just have that email go out automatically, right away, and then maybe follow up with them a day or two later, just so that they don’t forget who you are and they recognize your name in their inbox.
Megan Porta: Yes. I love that one. It’s so simple. You have people on your list, whether it’s five or 500 or 5,000 or more. They’re there. So just send the email. I hear that a lot, actually. I’m sure you probably do too Amy, where it’s yeah, I have this list of subscribers, but I don’t send them anything. Oh my gosh. You need to talk to them.
Amy Katz: I hear that all the time.
Megan Porta: Yeah, that is a common one. Okay. Talk us through mistake number three.
Amy Katz: Mistake number three goes along with what you were saying about how people want to hear from you and that mistake would be not writing in your own voice. So people want to know who you are. They don’t want to hear just some generic kind of marketing pitch or what everyone else is doing. They want to hear it from you. So they want to know the real you. For example, I’m older, I’m not gonna refer to myself as your girl or something like that. It just doesn’t sound like me. So I’m going to write the way that I talk and the way that I would be writing to a friend. Like you said, you don’t need to complicate it. You just need to communicate. Keeping it simple. Talking like you’re talking to one person is a great way to think about it. So if I’m writing an email, maybe I’ll think about oh, what would I write if I wanted to tell Megan about this new recipe? I might start off hi, Megan. Or maybe you’re more of a Hey, what’s up Megan? Or something like that, just in your own voice. Then I’m just going to tell you, I’m not going to refer to everyone or you guys or y’all or anything like that. I’m going to just talk to one person. I’m going to talk to Megan. Refer to you as you, that kind of thing. So you want to just keep it casual but that way it keeps it personal and people feel like, wow, she’s really just sending this email to me. Even though, deep down, they know that you have an email service provider that can make it look like that. But it really makes a difference when people feel like you’re writing just to them.
Megan Porta: I like this point, because I think especially when you first start getting into email writing, it can be really just formal and you just don’t know yet what your voice is. Even if you have established a voice on your blog, it’s different when you’re writing emails. So it takes a while and sometimes it doesn’t feel natural. Don’t strive for perfection with this. Just keep at it and keep sending those emails. Eventually you will fall into that voice. I had an idea while you were talking, Amy.
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Megan Porta: I love your idea about just acting like you’re talking to a friend. So what if you write an email as if you’re talking to a friend and then have a best friend read it and say, does this sound like me?Just have them evaluate it because they know you, they know if you’re like, wait, you don’t ever say that. What are you saying that for?
Amy Katz: Yeah, no, that is a great idea. Some people like to personalize their emails with referencing like pop culture or their favorite books and TV shows and movies. That’s all great. As long as it’s actually you, I think that helps people relate to you as well so they feel like they know you.
Megan Porta: Yeah. I’m just thinking of all the things that other people say that I would never put into emails. Like you mentioned earlier, I don’t know what you said about, I was like, yeah, like you need to be authentic to your voice and true to yourself. Great point. I love this one. What is mistake number four, Amy?
Amy Katz: Mistake number four is one of my favorites. I think you’re really gonna agree on this one too. The mistake is not reusing your content. I know that you are someone that is into efficiency and making the most of our time. So that is one of my favorite things about email content, is that you can repurpose it. There’s so many different ways. For one, you can actually send the same email again. I know it sounds shocking, but you can. You can take pretty much the same email that you sent say a year ago. Maybe about some kind of seasonal content, maybe about something like an Easter recipe or a summer recipe, something like that and you can send it a year later. No one is going to remember because people just don’t remember things like that. You could spruce it up if you want, but you could literally resend the same email to your list again. Then another way that I love to repurpose is to use email content on social media and vice versa. So you could take an email that’s about that seasonal recipe and you could take your favorite passages from that email, or if it’s a short email, you could just use the whole thing and you could use that as an Instagram post. Either you post an image or a carousel or a reel about that recipe. Then you just can use the same text that you used in the email, especially if you find something that went over really well with your audience, definitely don’t let that go to waste. You put that time and effort into writing that. So why not use it again? The same goes vice versa. If you have social media posts that people are really engaged with, you can take that content and turn that into an email.
Megan Porta: I love this one. You knew I would love this Amy, the efficiency piece. I’ve actually started doing this. I haven’t honestly put that much thought into it, but I realized a few weeks ago what I was doing. So once a week on Eat Blog Talk, I post something that just really inspires me on Instagram. So I don’t know, relating to setting goals or being more efficient or I don’t know what, it just depends on the week and what I read about. But I realized that what I put into that, like I put some heart into it and it was really good and people were engaging with it and really liking it. So I took the exact same copy and I put it in my Monday email because I figured people are on my email list who aren’t looking at Instagram. Like you said, it went over well on Instagram and people liked it. So I’m going to put it here too. My Monday emails suddenly became really easy to write because I’m like, copy, paste, send basically, and it’s going over well. So that is a really great idea and also to do it vice versa.
Amy Katz: Yeah, absolutely. I do find the same thing that not everyone is on social media who’s going to be on your email list. So, chances are they have not seen the content. I’ve done something similar where I took a reel that did really well on Instagram. It was a standalone recipe that wasn’t on my blog. So I just took an image and I embedded it in my email, showing them what the recipe looks like, because they couldn’t go to my blog to find it. It was only on Instagram. So this way they could see the image. Then I took the recipe that was from the reel and I wrote it up in the email. So it was like they were getting a bonus recipe that was not on my blog. People really love that because they know that you took the time to write this up for them and that it was something exclusive that they were getting just for being on your email list.
Megan Porta: People love feeling like they’re getting something exclusive. So I think that was brilliant. Love that. Tell us what your last mistake is. Mistake number five.
Amy Katz: Yeah, I think you’re really gonna like this one too. Megan. So mistake number five is not making money from your emails. So there are so many different ways that you can do this. One of my all time favorite ways is through a tripwire product. So let’s go back to your example that we used for your blog, with the Instant Pot. I know that you have an Instant Pot course, correct? Yes. So what you could do is when people sign up to get that resource that you said about using the different functions on their Instant Pot, once they sign up for that, it could take them to a thank you page where you’d say, Hey, thank you for signing up. I think you’re really gonna love this resource. It’s going to be in your inbox in the next 15 minutes, but while you wait, did you know that I also have a very complete Instant Pot course? This course will walk you through everything you need to know about using your Instant Pot from getting started to more advanced recipes and everything that you can use it for. Because you signed up for my email list, I want to offer you this course today, for the next 15 minutes for 50% off. When you do that, I guarantee you are going to get people who buy your course. A lot of people, maybe they didn’t even know you had a course. They could be people that are brand new to your blog, but they have already discovered, wow she is an Instant Pot expert. I need to learn from her. I should take advantage of this offer because she is giving this to me for 50% off. That’s an amazing deal, but I have to act fast. You could have a timer on your site and then once the 15 minutes is up, then it redirects to your regular sales page where it also offers the course, but it’s at the original full price. So I think people will feel that sense of urgency. But also that they’re getting something that they really need, because obviously they wouldn’t have signed up to get that resource of yours about how to use the different functions on their Instant Pot, if they weren’t someone who was already interested in Instant Pot. Someone who owns an Instant Pot. That is definitely one of my favorite ways to make a little bit of money. It’s not going to be something that is a huge moneymaker. I think that you will get people every week signing up for your course because you’ve offered that special deal.
Megan Porta: We all want those little things that trickle in that add just a little bit of income just to diversify a little. So I think this is brilliant. The urgency thing, people really seem to respond if there’s a time. Oh, I have 15 minutes or 30 minutes or whatever, they tend to be more prone to buying.
Amy Katz: Exactly. It’s like when you’re at the supermarket and they have those really exciting enticing items near the checkout.
Megan Porta: Yes. For sure. Because we’re all like, oh, I’m getting to the front of the line. I better figure this out. Do you have recommendations for what service to use for trip wires?
Amy Katz: Sure. Basically what you’re going to use is your, whatever checkout platform that you’re already using for your product. It could be something like Send Owl or that’s what I used to use or now I use Thrivecart. Any kind of checkout software. Then as far as the timer goes, there are plugins that you can use that are timers. I use something that’s called Deadline funnel, which is more expensive, but it is very accurate so that if someone tries to access that page again with the 15 minute offer, it will know that it’s the same person. So even if they try on a different device or if they try in an incognito window, it will recognize that it’s still the same person. So it won’t let them override the system. But that is something that you don’t need to get right away. You can definitely start with some free pro plugins on WordPress that you can use for that. I think just as long as you have some kind of timer so that you have that sense of urgency. That’s all you really need. Then you want to make sure that you have the timer set up so that once the timer expires, it redirects to the main sales page that has the full price. But there are also, I should mention, there are also other ways you can do this without a timer. You can also offer this as something through your email itself. Like maybe you don’t want to have the sense of urgency with the timer, but you just want to offer people a thank you for signing up. So in that case, what you could do, is when they sign up to get your free resource, you could immediately have an email go out, thanking them, just the way we did on this, on the thank you page. But instead this is an email. So you thank them for signing up and tell them how they can get your free resource. Maybe it’s something they click to download, or that you’re gonna send an email series in the next few days. So you tell them what to expect. Then you say, I also wanted to let you know that I have this Instant Pot course. Because you signed up, I want to offer you a discount and here’s the discount code if you want to take advantage of that. You know that even though it doesn’t expire, it still makes people want to click over, see what your course is all about and maybe they’ll buy it. Then what you could do again is at the end of the series that you offer or after a few days after they get your free downloadable resource, you could remind them again in another email. Oh, I just wanted to remind you that I do have this email course and again, here’s your coupon code. You can make the coupon code expire so that they do have a reason to use it right away. So again, you could set that up with whatever checkout system that you use. I think pretty much all of them let you set up a coupon. So you could have the coupon expire after a week or you could just leave it open so they can always get the course at the discount. But that’s completely up to you. So there’s just so many different ways you can do it.
Megan Porta: Amy. This is so great. I love that you gave different options for creating that sense of urgency. If you had to pick one mistake of all the five that you’ve talked about, which one would you say is the most important to address?
Amy Katz: I would say mistake number two, which was not actually sending emails. That would be the one you should get on right away.
Megan Porta: Get those emails out the door. Just start, right?
Amy Katz: Like you said, you can just send quick short emails, it could be something about a latest recipe. But it can also be about something that’s been on your site for years. Maybe it’s a very popular recipe because people want to get to know you and your website. So it could be, I want it to tell you about this really popular recipe that’s gotten all these great reviews. Here’s what Mary said about it. Here’s what Susan said about it. I would love to hear what you think about it once you give it a try. Something like that is so easy. Or it could be something seasonal, like when a holiday coming up, it may be Easter or Passover or something like that, you could send out an email that has these are my top five recipes for the holiday. This is what I like to make for my family every year and they love it. Then you just list the links with those five recipes. It doesn’t have to be complicated. It can be really simple like that.
Megan Porta: If you’re listening to this episode and you maybe are one of those people who are just sitting on your email subscribers and you don’t really know what to do, taking Amy’s advice, just send something out today. Then send both Amy and I a message on Instagram and let us know that you did, and we will cheer you on. I just put you out there, Amy, sorry.
Amy Katz: Yeah, no, that’s great. I would love to see what people are sending.
Megan Porta: Me too. I think it’s exciting when you’re sitting on something that’s so simple and then you just decide to dig into it and it’s oh, this is really powerful, but really easy. So I just encourage you guys to do that. Then while we’re talking about that, why don’t you tell people where they can find you.
Amy Katz: Yes, you can find me at veggiesavetheday.com and I’m also on social media at Veggies Save The Day. I would say I’m most active on Instagram. So if you want to send me a message over there. You could also send me an email because we’re talking about email, you can send me an email at [email protected] and I would love to hear from you.
Megan Porta: Awesome. Yes. Thank you for that generous offer. I think you guys should definitely be in touch with Amy, let her know what your email goals are and what you’ve accomplished, and just thank you, Amy, for being here. It was such a pleasure to talk to you. I always love talking to you and you gave us so much good information today. So thank you. Thank you.
Amy Katz: Oh, you’re welcome, Megan. I really enjoyed it.
Megan Porta: Do you have any favorite quote or words of inspiration to share with food bloggers, either in line with email marketing or outside of email marketing?
Amy Katz: Yes, I do. In fact, this quote is from one of your favorites, James Clear. I think, yeah, we’re both fans of Atomic Habits. It’s such a great book. So the quote that I have from James Clear is, “every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes build up, so does the evidence of your new identity.” I just love that quote. It’s so inspiring and it’s really, like I like to say, it’s about progress over perfection and it’s just all these little things that we do, they all add up.
Megan Porta: That is one of my favorite quotes too. I love that you mentioned it and I am not kidding you. I say this, I literally think of that quote every day, because there are those little things that you do or don’t do throughout the day that equal either success or failure in the future. So I always think okay, if I go do my laundry now, that’s casting a vote for what kind of Megan. If I decide not to, just those little actions that we either skip or decide to dig into all the time. I’m like, thank you, James Clear for changing my life. I love that book. By the way, if you haven’t read that. Go read it. It’s such a great book, it’s my favorite business and life book ever, I think. Number one.
Amy Katz: Yeah. I completely agree. In fact, back when we were talking about running, I used Habit Stacking that he talks about, to keep going through the pandemic. My habit stacking technique is that I only listen to podcasts when I’m running. I love podcasts, but I don’t let myself listen to them unless I’m out on a run.
Megan Porta: That’s so smart. I love that. So glad that we have that in common. Thank you, Amy again. If you guys want to peek at Amy’s show notes, you can go to eatblogstalk.com/veggiessavetheday. Again, go visit Amy’s site and her Instagram account and reach out to her if you have any email questions or need some motivation. Thanks again, Amy for being here and thank you for listening today, food bloggers. I will see you in the next episode.
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