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

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.

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



How To Get Started With Email Marketing The Right Way

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?

Getting Subscribers

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


  • Free consultation

  • Webinar

  • Guide

  • Free Course

  • Resource Library

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


  • Checklists

  • Workbooks

  • Free Challenges

  • Spreadsheets

  • Templates

  • Planners

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.

Email Content

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


  • Educational email

  • Recap of the week’s posts

  • Behind the scenes

  • Celebrations or announcements

  • A story

  • Epic fail

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.

Creating Content

Step One:

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.

Step Two:

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.

Step Three:

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. 

Step Four:  

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

reminder email.

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.

Step Five:

Take 10 – 15 minutes and use a mind map to brainstorm other topics

your subscribers would be interested in.

Step Six:

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.


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