How I Unknowingly Wasted Thousands of Dollars in 2020

Jan 01, 2021

I spent thousands of dollars in 2020 on something that I rarely took advantage of...

my email list.

In 2020, one of my strategies for growth was utilizing paid advertising (Facebook and Instagram ads) for things like lead magnets, driving traffic to my pre-launch events, and my low ticket funnel.

Although these campaigns (mostly) converted, I had a huge wake-up call at the end of 2020.

Although I was sending emails last year, I really wasn't being strategic about it.

I was literally spending thousands of dollars a year to build a list that I was essentially neglecting.

I created a newsletter I wasn't crazy about, so naturally, it died off. I was following "the rules" of repurposing my content and it just felt boring to me.

I sent launch emails to my list, but in the back of my mind I also kind of felt bad because here I was, just re-emerging in their inbox to sell them.

But in between those things... crickets.

To be honest, I always delete or archive emails from other entrepreneurs because it's usually the same old stuff. But what I do open are emails that I know will do a few things:

  • Provide me real value I can't get anywhere else in a simple, quick way
  • Inform me of things I need to know
  • Make me smile

So I decided if I am going to have people on my list, I want to love on them.

And in true Ariel fashion, it's going to have a purpose, be on brand, and make you laugh.

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