Put your hand up if you added an e-newsletter sign-up form to your website but you’ve never actually sent your subscribers an email!
Or you went to all the trouble of creating an awesome opt-in, and you sent it, but that’s as far as your email marketing as gone.
We can’t be on top of everything.
But email marketing is one area you can nail, and in half the amount of time it takes to write a blog post, produce a podcast or do your taxes.
Despite what you may have heard, email marketing is not dead. In fact, it’s still one of the best ways to communicate with your network. Therefore, if done right, it can be one of the most successful components of your content marketing strategy.
While it’s important to grow your list, you should also be thinking about how you can continue to nurture your current subscribers. If you haven’t done much with your current list consider creating a re-engagement series. Use the re-engagement series to clean out your list by removing people who don’t respond. Also, consider asking your current list to resubscribe and start your list from scratch to ensure you’re spending time, money and resources on producing content for people who are actually interested in you!
If you’re just starting out or starting fresh, consider creating an email autoresponder series for new subscribers that does two things: takes care of your community AND helps you to effectively market your business. Email marketing is a balancing act. When in doubt, always write for your reader.
Ready to create your email marketing series? Yeah, you are.
Here are eight emails you should include in your email marketing
- The opt-in
Most of the time, people sign up to your list to get your super targeted, just-for-you, gift, resource or freebie. If you’ve created an opt-in offer, you need to deliver it! Make sure to deliver your gift as soon as possible after the subscription is confirmed.
- Reader engagement email
One week after subscription I like to email new subscribers and ask them how they are and what they’re struggling with. I also ask them to tell me a little more about themselves. This is my most read email – 100% open rate! You can say something like: “Please hit reply and let me know how you are. People are always surprised I reply to every email.” This is a great place to do some market research!
- The opt-in follow-up
You sent them a special gift you worked really hard to make. Why don’t you check in and ask if they liked it, and if they’re actually using it? Be prepared to get some constructive feedback. And if you get it, use it.
- Business reminder email
Create an email that says something like: “I offer X service for Y type of person. Here are the basics and here’s where you can find out more.” If you have multiple products or services you can set up an email for each one (if you have three or less) or just choose your main service – hint the one that matches your opt-in offer.
- The surprise gift
People love surprises! Spoil your email subscribers with a surprise gift. It doesn’t have to be anything grandiose. And definitely not as big as your opt-in offer. It can be a cheat sheet, how to guide or a special episode of your podcast. Be creative. Just remember the aim is to make their day by giving something they need (or want).
- Your ‘best of’ email
Make it easy for your subscribers to find your best articles, advice and resources. Send them an email that has all of your must-read posts in it. This will help you build a long-lasting relationship, and get your readers moving through your site where they will learn more about who you are, what you do and how you can help.
- Lower end product reminder
Too many online businesses under-estimate the power of the autoresponder and shy away from reminding people what they’re all about. Why not find a way to encourage readers to purchase your lower end product, or at the very least check it out? Remember: the focus should be on how you can get them from point A to B with your product or service.
- How you work email
Clearly outline your processes from start to finish and your timeframes so your potential clients have a good understanding of how your work. There’s nothing worse than having a new client come to you all excited to work together and then having to remind them you have a three-month waiting period. Explain how you work from the get-go.
Do you use email marketing in your business?
P.S. want help writing your email marketing? Get in touch.
Featured image from Pexels.
