PODCAST: Season 7, Episode 12
This week I’m sitting down with Elle, an e-commerce educator who works with product-based businesses to help them master their websites and email marketing. Now, I work almost exclusively with service providers, so you’d think we’d have very little in common — but honestly, the parallels were insane. We dive into how Elle built her membership, scaled her email list to 1200 people, and why the platforms that make selling online “easier” are actually creating worse websites than ever before. If you’ve ever wondered whether tech really is as hard as you think it is, or how to build a membership that doesn’t drain you, this episode is exactly where you need to be.
Key Topics Covered
In this episode, we explore:
- Why making platforms easier to use has led to lazier, lower-quality websites
- The surprising overlap between selling products online and selling services
- How Elle grew her email list organically and hit a 20% masterclass conversion rate
- The three non-negotiable tech tools every product business needs (and why service providers should pay attention)
- Building a membership that serves different learning styles — from Slack support to monthly workshops
- Why “just because it’s easy to DIY doesn’t mean you should DIY alone”
Featured Breakdown
On the Product vs Service Business Myth
Here’s the thing nobody talks about: whether you’re selling a necklace or a coaching package, the fundamentals are the same. Marketing, nurturing, selling, boundaries — it all applies. Elle and I unpacked how much crossover there actually is, and why service providers can learn a hell of a lot from how product businesses structure their customer journeys.
On Why Easier Tech = Worse Websites
Elle dropped a truth bomb in this episode: platforms like Shopify have made it so easy to set up a website that people just slap up a template, don’t change a single word, and wonder why their conversion rates are shocking. The ease has created laziness. And the same thing’s happening with AI — just because it can write your content doesn’t mean you shouldn’t edit the hell out of it.
On Building a Membership That Works for You
Elle runs her e-commerce membership with Slack support, bi-weekly office hours, and monthly teaching workshops. But here’s what I loved: she’s designed it to work for different learning styles. Some people never ask a Slack question but show up to every call. Some people never come to calls but live in the async updates. It’s about giving people the support they need in the way that works for them.
On Email Marketing & Masterclass Strategy
Elle sent a weekly email for 18 months straight without missing a single week. That consistency grew her list, built her authority, and set her up to run her first masterclass — which pulled 250 signups from a list of 1200 people and converted 20 of them into paying members. That’s a 20% signup rate and a 10% conversion rate. Industry standard? 1-3%. Yeah.
Elle’s Three Non-Negotiable Tech Tools for Product Businesses
- Shopify— the only e-commerce platform Elle recommends. No debate.
- Klaviyo — email marketing platform that integrates seamlessly with Shopify and grows with you from 100 to 100,000 subscribers
- Judge.me — review app that’s flat-rate pricing (£15/month) with no tiered bullshit
Bonus: invest in a premium Shopify theme from the official theme store. It’s a one-time payment of around $350 and will save you hours of frustration.
Actionable Takeaways
- If you’re running a membership, audit how you’re serving different learning styles — are you only catering to one type of person?
- Look at your website or sales page with fresh eyes. Have you just accepted the template defaults, or have you actually made it sound like you?
- Consider running a free masterclass as a launch mechanic. Elle’s first one brought in 20 members without paid ads.
- Email consistency builds authority. Even if you stop eventually, the 18 months Elle put in created the foundation for everything that followed.
Reflection Questions
- Are you DIY-ing things alone when a little bit of support would make it so much easier?
- Where in your business are you accepting “easy” without questioning whether it’s actually serving you?
- If you ran a free masterclass tomorrow, what would you teach — and would 60 people show up live?
Resources Mentioned
- Shopify — e-commerce platform for product-based businesses
- Klaviyo — email marketing platform (integrates with Shopify)
- Judge.me — review app for Shopify stores
- Slack — Elle’s membership community hub
- Google Meet — records, transcribes, and creates notes automatically
- Elle’s first masterclass strategy (July 2024) — 250 signups, 60 live attendees, 20 conversions
Connect with Elle
- 📸 Instagram: @theecommerceassistant
- 🌐 Website: https://www.theecommerceassistant.com
Let’s Connect!
If this episode landed for you, come say hello in the DMs — I love hearing what resonated.
- 📱 Instagram → @mills_gray 👥
- 🌐 Website →www.millsgray.com
Remember — just because something’s easy doesn’t mean you should do it alone. And just because a platform makes it simple doesn’t mean you can skip the strategy.