By: Lori Smith
When I say the right way, I don’t mean you’ve been doing it all wrong.
You’ve most likely been doing some things right, but maybe not
getting the results you want. That’s because there are a lot of different
parts to e-mail marketing, and it’s important to have a complete
I launched Write Word Studios sooner than I had planned. So I still
had a few things on my to-do list that I thought I could get done after
I launched. But that has not been the case. I’ve had to keep putting
off creating my e-mail series because my writing assignments have
kept me busier than expected.
I may not have my e-mail systems all set up yet, but I’m working on it.
I plan to have it all in place before the relaunch of my new WordPress
Anyway, back to our topic. A complete e-mail marketing system takes
time to set up. There’s the welcome series, drip campaigns for free
courses, sales funnels, segmentation, A/B testing, and last but not
least, your regular newsletter.
If you’re feeling overwhelmed, don’t. Although it takes a good amount
of time to set everything up, it’s definitely something you can do
The primary goal of an e-mail marketing strategy is to attract your
ideal audience, nurture the relationship and get them to buy your
product or service.
So you can see, it’s worth the time investment because email
marketing is the best strategy for turning subscribers into paying
customers. Let’s say we get down to business and I’ll show you how it’s
Email Marketing Done Right
Email marketing gives you the opportunity to establish brand
recognition, build trust with your audience and gain authority.
Ask yourself these three questions:
1) What do most people come to my site to find information on?
2) What problem is my audience looking to solve?
3) What can I do to capture these leads?
This is where your lead magnet will come into play. Create an
incentive that will be of value to your audience and will get them to
A good way to validate your freebie is by working backward from your
lead magnet and see if it aligns with the products or services you
Your goal is to create something that will capture the feelings your
audience experiences when making the decision to buy.
Types Of Lead Magnets
Just to clarify, your lead magnet is your main opt-in incentive. This
opt-in freebie should align with your brand’s message and overall
You’ll also want to consider content upgrades. These types of freebies
are based, on the topics of specific posts.
If you use themes and write a month-long series around one topic,
then you only have to create one freebie for that month. This saves a
lot of time because you can reuse the same content upgrade
throughout the entire month.
Types Of Content Upgrades
Before we begin going over the types of content you’ll want to create,
there are a couple of things you need to determine.
The frequency of your emails will be based, on how often you publish
new blog posts.
If you post often, then consider a weekly email. This is a good balance
for staying connected with your audience without coming across as
spammy. The exception to this is marketing for product launches. The
frequency of those types of e-mails is much more often.
If you post less often, then a bi-weekly or even monthly email would
suffice. You just want to make sure you maintain an ongoing line of
communication with your subscribers.
Email Content Calendar
Decide on the types of content you will send and when. You want to
create a sequence that will take your subscribers through the entire
buying process, from your story to your pitch.
This brings us to creating content for your emails.
The four things every email should include:
Compelling subject line
One main idea
Clear call to action
Relevance to your audience
E-mails are an opportunity for you to build a relationship with your
audience and show your expertise. But in order, to accomplish this,
you need to make sure…
– You understand your target audience and give them value
– You don’t become discouraged by un-subscribers
– You create a schedule and stick to it
– You create enticing opt-ins
– You are conversational and engage with your audience
– You have a clearly defined call to action
– You make it personal
– You maintain a balance of 80% non-promotional and 20%
– You keep everything organized
– You keep up with trends
– You know the best times to send
Types Of Emails
Recap of the week’s posts
Behind the scenes
Celebrations or announcements
Now that you know what to send, you need to have a way to address
new subscribers. You can do this with your email welcome series.
E-Mail Welcome Series
Think about it from your subscriber’s perspective. What do you need
to do in order, to provide a pleasant experience?
Do you have a welcome email
Do they need a login password to access a membership section
Do you need to check in with them to make sure they’re enjoying their product
The key is to keep it simple when first starting out. As your business
grows, you can create a more advanced system.
Engaging With Non-Buyers
You can learn a lot about your marketing process from your non-
buyers. Send an email asking them why they didn’t buy. The answers
can help you identify the problems in your sales funnel so you can fix
It takes some people longer to make the decision to buy so don’t
write off the non-buyers. Keep building the relationship you have with
your subscribers. Continue to provide them with valuable information
and tell them how they’ll benefit by sticking around.
Start with the business goals and objectives you’ve set for the year.
Then consult your editorial calendar to map out any product launches
or events for the next 90 days.
Create content that tells a story over several emails and leads up to
your product launch. For each product, free or paid, come up with 2
-3 content ideas.
Add in any promotional opportunities by sharing what you have
coming up. Factor in the lead time you need to give your subscribers
to ensure participation. For each promotion, you’ll need to create
1 – 2 content ideas.
Now add any quirky holidays that are important to your brand. Write
any related emails that coincide with them. Come up with 1 – 2
holiday content ideas.
Last add in any events that you will be attending, or participating in.
Determine how far in advance you would need to send an invite to
your subscribers. For each event create an announcement and
So now you have an email schedule for your promotions and product
launches. All that’s left is filling in the gaps with a few relationship
building email ideas.
Take 10 – 15 minutes and use a mind map to brainstorm other topics
your subscribers would be interested in.
Using the above mind map, come up with as many ideas as you can
for each topic.
A well thought out email content strategy needs to do these things.
Show your audience that you’re the right person to solve their problems
Feature your products or services that solve those problems
Display your expertise to show your audience that you know what you’re talking about.
Although it is a lot of content to create, the benefits far outweigh the
time investment. Emails are your most direct line to your subscribers
and the best method for facilitating conversions.
By following the steps above you can develop an effective email
marketing strategy, that will turn your subscribers into fans and
ultimately into buyers.
Share your thoughts on email marketing below. I’d love to hear your
take on this subject.