When it comes to email marketing, there is no right or wrong. Most businesses are like that. However, I do believe there are some strategies we should all be mindful of in order to ensure the people on our email list are consistently receiving content they signed up for. (If you want to get more people on your email list, read this.)
Did you notice that word? Consistently. That’s important. You can’t just send your email list something once, then disappear for a few months. If you’re going to send out an email once a day, you need to be sure you’re doing it once a day, every day. If you’re going to take a week off, let your readers know.
What’s in those emails, Christina?
Well, I’m glad you asked. That’s what I’m going to break down here – the order I send my emails and why.
Email Marketing Best Practices
1. Introduce Yourself
First, I introduce myself. The person joining your email list may know a little bit about you, but that’s it. So, fill in the gaps! Tell them what you do and why you’re good at it.
2. Be Helpful
After my first email goes out in my nurture sequence, the rest will follow every two weeks, but only on weekdays. ConvertKit makes it super easy to set up a sequence like this. (See the image below.)
This is when I show people on my email list they’re in the right place. I start by answering the most commonly asked questions I get. I don’t do this in a Q and A format, although that would work too.
Instead, I share an episode of Pat Flynn’s Smart Passive Income podcast. I was a guest on his show and gave listeners strategic actions to earn themselves media exposure and more visibility for their brand and business. Some even responded letting me know they ended up earning publicity after implementing what I said!
Now, this isn’t just one email where I share my knowledge. Most of my emails are helpful. In these emails, I like to tell stories. As a former TV reporter and anchor, I’m a storyteller by nature… but I think it’s the best way to learn! So, if you want to teach someone something, try telling a success story to really drive a point home.
These helpful emails are scattered throughout my nurture sequence. I’d estimate they make up about 75% of my content. Just like Gary Vee says, “Jab, Jab, Jab, Right Hook!”
3. Offer a free product
By this point, your readers should know, like, and trust you. But just to be sure, give them something that’ll really blow their socks off – something you created just for them.
I use my free course and challenge as an opt-in to build my email list.
4. Offer a low priced product or service
In a perfect world, your help and free resources will wow the people on your email list. They will want to buy anything you sell! We don’t live in a perfect world, so your free stuff won’t work for everyone, but it will wow some of them.
This is where you can start the process of monetizing your business through email marketing. I like to start small and work my way up.
5. Offer a higher priced product or service
If you have another, more expensive product, don’t be afraid to tell your readers about it. It may be exactly what they want and need. If you don’t have a high-priced product yet, this is a perfect time to…
6. Ask questions
I love this method of interacting with my email list. It’s the best way to find out what they like, what they don’t like, what they want, and what they need.
Unfortunately, many people are lurkers. They like your content, will skim it, then delete it. Only a few will take the time to reply and answer your questions. Those are the ones who you need to listen to because they are most likely to turn into customers or clients… so listen up, buttercup!
When these emails are spaced out every couple of weeks like mine are, I think it’s a great to wash, rinse, and repeat.
Don’t copy and paste the exact same thing. Instead, share the same ideas. If I told a story about how I successfully earned a client on the Today Show the first go around, I’ll share a student’s success story of how he earned coverage in Entrepreneur Magazine… or if I teased my interview with Pat Flynn, then I’ll switch it up and share my appearance on EOFire with John Lee Dumas.
It’s okay to offer the same products to the same people at different times. Statistics prove people need to see the same offer multiple times before they decide to buy. Plus, you never know where your reader may be personally, professionally, or financially when your next offer lands in their inbox.