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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 is a lot of different
parts to e-mail marketing, and it’s important to have a complete
A fully fleshed out email marketing strategy takes time to set up. You
have a welcome series, sales funnels, launch series for your products,
segmentation, A/B testing, and last but not least, your regular
Whew, it can feel a little overwhelming but it doesn’t have to. Although
it takes time to get it all written and set up, it’s definitely something you
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 how creating an email marketing strategy is the best
way for turning subscribers into paying customers. Let’s say we get
down to business and I’ll show you how it’s done.
Email Marketing Done Right
First you need to have an email service provider to even send marketing
emails. You can’t just send mass emails through your Gmail account.
That’s a big no-no according to the FTC’s CAN-SPAM Act. You can read up
on how to maintain compliance with the law here.
I use and recommend MailerLite. It’s the least expensive provider I
have found that still has a lot of bells and whistles like automation,
segmenting, embed forms, and landing pages.. If you’d like to see other
options and compare costs and features, check out my post on the Top 6
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 they are deciding 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 related to 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 will save
you a lot of time because you can reuse the same content upgrade
throughout the entire month.
Types Of Content Upgrades
Before we get into the different types of content, you’ll want to create,
there is two things you need to determine.
The frequency of your emails is based on what products, launches,
or other plans your have for your business.
You typically send regular newsletters, welcome email series or nurture email
sequences once weekly. 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 or affiliate campaigns. The frequency of these
types of emails would be more frequent depending on the timeframe of your
launch or campaign.
The main goal is to make sure you maintain an ongoing line of communication
with your subscribers. Otherwise, they could forget about you or the reason
they signed up to your list in the first place.
Email Content Calendar
Decide on the content for each of the emails 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.
So now you have an email schedule for your promotions and product
launches. All that’s left is to fill in any gaps with a few relationship
building email ideas.
The four things every email should include:
Compelling subject line
One main idea
Clear call to action
Relevance to your audience
Emails 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.
Email 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 sequence?
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 you might be attending, or taking part in.
Determine how far in advance you would need to send an invitation to
your subscribers. For each event create an announcement and
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.