best subject lines for marketing emails

7 Email Marketing Best Practices

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.)

email marketing subject lines examples

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.

I email my list every two weeks. Thanks to ConvertKit, it’s all automated and targeted.

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!

drip email marketing

Inside my nurture sequence in ConvertKit

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 like to offer my free email course that helps small business owners earn more visibility. I also have a free challenge that sets them up to earn coverage in their local newspaper.

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!

7. Repeat

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.

[Tweet theme=”tweet-box-shadow”]It’s okay to offer the same products to the same people at different times.[/Tweet]

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.

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targeted opt in email lists

Why you should be creating Targeted Email Lists

Everyone online talks about a very important “list.” Having “a list” is vital to making money in online business, but what is it?

What is a list?

Well, “a list” is an email list. Ideally, it’s of your avatar – your ideal customer or client. Unfortunately, many people get caught up in vanity metrics and think it’s only the size of your list that matters. It’s not. I recently wrote an article for Inc. Magazine about an influencer’s social media following and how it means nothing if the people behind the numbers aren’t engaged. For your list, it’s the same.  

Targeted email lists

Targeted email lists are where the money is. If your email list is not targeted, then what’s the point of having one? I will get into how to build an email list soon, but first, let me get into why you should have and why I started one. In a word: ConvertKit.


I’ve done email marketing before for my Media Maven® clients, but when I learned about ConvertKit and how easy it is to not only build a targeted email list, but to also track how the person entered the list and set up automations based on that, I was sold. free-media Not too long ago, I created an online course. Through business development, I learned a lot of small business owners want and need public relations services, but they can’t afford it. That’s why I decided to charge a fraction of a monthly retainer and teach them how to handle PR themselves. (Click here to read more about that.) To market my new, online business, I needed an email list.  To sell something online, you need an online presence. To communicate with those people, you need an email list. [Tweet theme=”tweet-box-shadow”]To sell something #online, you need an online presence. To communicate with those people, you need an #emaillist.[/Tweet]

It’s NOT social media

Yes, social media works… and it’s great. You should be on social media. The only problem? You don’t control social media. When your favorite platform makes changes, it usually hurts you. For example, Facebook has you digging into your pockets to reach your followers. Your posts used to appear in news feeds all the time. Today, you only reach 2% of the people who like your page. TWO PERCENT! If you want to reach more, you need to pay Facebook. It’s one reason I have a love/hate relationship with Facebook.

You own your email list

You are in control of your email list. You own it. That’s the difference. [Tweet theme=”tweet-box-shadow”]You are in control of your email list. You own it. You don’t own your #socialmedia.[/Tweet] Having an email list isn’t just for online business. It’s why mine is important, but if you have a local business, a targeted email list of current clients and customers and potential ones would also benefit you.

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Again, I like ConvertKit because,

a.) I’m not tech-savvy, so I need something easy to use.

b.) The tracking of who is signing up and where they’re coming from is amazing. It makes sending emails so much easier because I know exactly what the person is interested in.

For example, if you listened to my interview with Pat Flynn on the Smart Passive Income Podcast, you may have opted in to receive my eBook, Master your Media Relations for free. Because ConvertKit will automatically “tag” you as an SPI listener, I know what your interests are and how I can help you. Based on that, I can subscribe you to a certain email sequence and send certain email broadcasts to you in the future, while leaving others out that may not interest you.

opt in email lists

This is also a great way to track what strategies to grow your email list are working and which ones are not working.

c.) The automation takes a lot of work off my shoulders so I can focus on other things.

At the end of the day, you want to reach your clientele and customer base. A targeted email list is the best way to do it.
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