You’ve worked hard to build up your email subscriber list and now you have a pool of people who want to hear from you. But now what? How do you come up with an email marketing strategy?
If you’re like some of our clients at Amplified NOW, you may find yourself staring at a blank screen wondering what to write. It can be overwhelming to feel like you need to craft a compelling email week after week, and often it’s one of the first things to fall by the wayside for some business owners.
To help take some of that load off, I want to give you some tips to create an email marketing strategy that you feel confident following and that makes it easier for you to create content to inspire your subscribers.
Focus On Client Transformation
When thinking about what you want to say in your emails, the main thing to focus on is transformation.
For most of us, when we think about marketing we think of telling stories. But the kind of stories you tell are important and are not all created equal.
It’s easy and natural to want to put ourselves in the center of the stories we are telling, but that’s not what people relate to. If people don’t connect to your emails, they will stop reading them, and who wants to spend time writing something that no one is reading?
When you’re telling stories in your email, put the focus on your clients. Make them the heroes of your stories. Talk about their transformations. Explain where they were before working with you and where they are now.
Demonstrate to your email subscribers what someone who works with you can gain from the investment they make. You don’t have to go into detail about the actual steps in your process, but a “before and after” story is something that works over and over again.
Email Marketing Strategy is Content Strategy
I also find it common for some business owners to think about their emails as a completely separate strategy. Instead, I like to think of it as part of the content strategy at large.
If you’re creating content on a blog or have a robust Instagram strategy, pull elements of that into an email. Don’t think of it as a newsletter. You don’t have to send a newsletter, you’re not a news organization.
You also don’t have to send it on a certain day each week. You don’t have to send it every Friday or every Wednesday, but you should be sending an email at least once a week.
If you get stuck trying to come up with content for an email, the next thing I want you to do is to look at your blog, Instagram account, or wherever else you put the content you create. What did you most recently write or post about?
You can copy and paste that right into your email. Don’t feel guilty about doing this! Not everyone on your email list is going to be reading all your blog posts or seeing everything you post on social media. You are helping to make sure your expertise reaches them.
You may want to change it up a bit by making it shorter or re-wording some things from your original content. Usually, you want your emails to be a little shorter than the blog post itself, but you never want to leave out anything big.
If you’re using a 1,000-word blog post to build your email, don’t put the whole thing in. If there is a lot of important information in a particular post, pull out sections and use them for multiple emails.
Emails Can Facilitate Connection
Emails are also a place to give people a reason and a way to connect with you. Add links in your emails to make it easy.
Each email should have a story point and a call to action, the same as your blog posts. Making sure you include these items in every email will make them more interesting and valuable to your subscribers and keep them reading and connecting.
It’s important to do more in your emails than just leave a link to send people to your blog. You don’t ever want your email list to only exist as a click-through point to your website or blog. Your goal isn’t to get more page views. You are writing to express your authority to people who have opted-in to hear from you. You want each of your emails to have value in itself, not just as a vehicle to get your subscribers somewhere else.
Your Emails Aren’t Spam
If you feel concerned about bothering people, remember that they have opted-in.
This is not the ’90s and you didn’t buy a group of email addresses that don’t have anything to do with your offer. You aren’t sending spam emails. You’re sending thoughtfully created emails to people who have sought out your expertise. Be confident in what you have to offer and send emails that showcase it.
Your Email List Wants To Hear From You
The point of your email list is to communicate your knowledge, expertise, and authority on the subject you are an expert in. Remember, your subscribers want to hear from you!
Even if they’re not ready to buy from you right now, they need more education about what it’s like to work with you or how you stand out in your industry. Your weekly emails are keeping your ideas or products fresh in their minds. When they are ready to make a change, you’ll be their go-to expert.
You’ve already created a purpose-driven and conscious strategy for your videos, blog posts, podcast, or social media platforms, now just use that same strategy to conquer your emails.
We Can Help!
If you’d like help creating a strategy that works — from videos to emails and beyond — reach out to us here to schedule a call. We’d love to help you amplify your message!