Email marketing is one of my favorite things to write about and certainly one you should be taking advantage of as a business owner.
For one, it offers an incredible return on investment: For every $1 you spend on email marketing, you can expect $42 in revenue (Isn’t that just mind-blowing?) Also, it has been found that 49% of consumers said that they would like to hear from their favorite brands on a weekly basis (Oberlo, November 2019)
Not only do you get a great ROI on your email marketing, but it is also a great way to stay connected and build a relationship with your audience. It provides you with an opportunity to serve them and in return serves your business by creating buyers.
What email marketing systems should you be using?
The 3 email marketing strategies you may not be using in your business
A welcome sequence is usually a sequence of three to five emails (though I have seen welcome sequences containing up to 10 emails!), that gets sent to brand new subscribers to your list.
When someone gives their email address in exchange for a free resource (lead magnet) or ‘opts-in’ on your website, that person becomes an email subscriber. Usually, the first set of correspondence they get from you is this email sequence called a welcome sequence, spaced out two to three days apart.
To determine its length, decide on what you want to achieve with the welcome sequence and the content you will be sharing to achieve that goal (more on this below
The welcome sequence is the perfect time to start building a relationship with your new subscribers. Remember, they just opted into something you offered them so you are fresh in their mind. They have also just proven that they are interested in what you are offering. That’s what we call a warm lead. And your new subscribers are possibly at their warmest and most engaged at this point of joining your list.
Your welcome sequence is your golden opportunity to offer great value, position your authority and build trust with your new subscribers.
There’s absolutely no reason to not have a welcome sequence, even If you are just starting out, do not have your funnels all mapped out and/or are still working on your offers. You can simply have a welcome sequence that introduces you to your new community member and that will suffice for now.
If you are someone who has your funnels built out and has created solid offers, you can use the welcome sequence to introduce yourself, let them know what they can expect and invite them to book a call to find out more about working with you or introduce them to a low-ticket product or service that could support wherever they’re at in their journey.
Here are some content ideas that you can use in your welcome sequence emails:
1. The first email: This is typically the email that will contain what your new subscribers opted into your list for. This is also where you could introduce yourself and your brand and set the expectation for what type of content and value they will be getting from you, as well as how often they will be getting it.
2. Tell a story and tie it into your “why”: Storytelling is really powerful in emails. Tying it to why you do what you do will start to give your new subscriber an idea of what your values are. So having an email in your welcome sequence that tells a story about you, your mission and why you serve the people that you do can make for great, engaging content
3. A ‘pain point’ email: You could also have an email that highlights your new subscriber’s pain points and how what you do addresses them
4. The “give only” email: This is the email that purely adds value with no call to action attached to it. This could be in the form of valuable information you have learned on your own journey or something that you teach your clients.
It could also be another lead magnet or something else that will help to create a quick win for them. This will greatly help you develop the “know-like-trust” factor because people start to recognize you as a generous service provider.
These are just some of the many content ideas you could play with.
Here are some more ideas:
– A ‘let’s connect elsewhere email’ that highlights where else on the internet your subscriber can connect with you (e.g social media);
– A ‘best of’ email which is simple round-up of your best content relating to a subject matter e.g ‘my top 5 blog posts to help you lose weight fast’ (perfect for you if you’ve been putting out content for a while)
– A ‘data collection’ email where you ask your new subscribers specific questions that gives you more insight into who they are and identifies the patterns of the people on your list. This is so that you can start thinking and creating the type of content that will be most beneficial to them. The data will also help you better target leads in your future marketing.
– An ‘ask’ email which is perfectly suited to the tail end of your welcome email sequence, after you have given lots of value. The ‘ask’ here is usually inviting them to a webinar (where you add more value and showcase what working with you at a higher level would look like) or a low priced value-packed product that you could invite them to buy.
Remember your welcome sequence doesn’t have to be very long. But know that the longer you make it, the more opportunities you have to create and build that relationship. And the deeper that relationship is, the more primed your subscribers will be to accept a paid invitation from you.
A few important things to note about welcome sequences
Avoid sending your new subscribers other one-off broadcasts, or email blasts so as to not confuse them or pull them out of this flow that you’re trying to create with your welcome sequence
Also, don’t be alarmed if you see open rates begin to drop after the first email or two, meaning by the time you extend the invitation to the webinar or the purchase of the low-priced product, the open rates are much lower than when they first joined. This is quite normal. Just remember that those who do open your email are going to be the people that are most engaged and likely to buy in anyway.
We’ve all experienced it: You get on someone’s email list, receive that delivery email containing what you opted in for or a confirmation email, and then you don’t hear from them again. You don’t want to do that. Remember the whole point of email marketing is to create a relationship with people, provide them with value and eventually ask for the sale.
So if you never email your subscribers until you are getting ready to sell something, you will come across as spammy and sale-sy. Chances are, they don’t even remember how they originally got on your list and will likely click on the ‘unsubscribe’ button faster than you can type ‘buy now’. Or even worse, never open up your email.
Consistency in your communication with your email list is vital. But how often should you email? The optimal frequency, based on studies, is between two to three times per week. At the very least, email your list once a week. It may take some tweaking before you arrive at the most suitable frequency for your email list.
If you are stuck on content ideas, look through the list I shared in the welcome sequence section of this post. You are also probably already creating content on other platforms for your business, so consider repurposing those.
You could choose to write just one email and repurpose your other content to make up the rest of the emails for the week.
For example, you have a Facebook live show, you can create an email that tells your list about the show or a reminder to them to tune in live. Or you can create a ‘replay’ email later in the day and then direct them back to the Facebook live show.
Do you have a blog? You can write an email directing your list to it. The emails don’t even have to be that long.
You could also look at what is trending. Look through sites like Medium or even your Facebook feed. You can then work what you find into your content and connect it to the value that you provide to your list.
In your nurture emails, make it a practice to ask your list to take action on something. For example, you can ask a question and specifically ask them to reply to you. Be sure to monitor the responses and email them back, thereby keeping the conversation going. It will help build that much-needed relationship and foster a culture of taking action.
Nurturing your list is a long-term process. It never really stops unless you are in a launch period and are specifically selling. Once the launch and selling period is over, you go right back to nurturing and providing value to your community.
A re-engagement campaign is a sequence of emails you send to subscribers on your list that haven’t engaged in your emails for a certain period of time.
The longer people are on your list, the more likely they are to become disengaged. A re-engagement campaign is then used to reach out to that group or segment of people on your list in the hope of getting them to ‘re-engage’ (pulling them back into the conversation and relationship).
A re-engagement campaign typically consists of three emails, spaced out anywhere from one to three days apart and lasts about a week. It is a necessary email marketing strategy to use because a subscriber not engaging with your nurture emails is not likely to engage in your sales emails either. Also, the lack of engagement actually hurts your email deliverability, meaning your emails will more likely go to spam (or the promotions folder in Gmail) and fewer people will have the opportunity to see your emails.
Who should you send your re-engagement campaign to? Ideally, it should be sent to someone who hasn’t opened an email in four months and beyond. Most email marketing systems like Active Campaign and Ontraport offer re-engagement campaigns templates as well as the segment it will get sent to. All you need to do is upload the content of the emails.
What do you say in these re-engagement campaigns? The first email would usually contain something like a new tried and tested lead magnet to entice them to re-engage. They are usually quite transparent and would probably go something like this:
“Hey (First name)
I noticed you haven’t opened my emails in a while. And I just wanted to make sure that you still want to hear from me. I created this new lead magnet, and I wanted to get it in your inbox because I think it will provide you with a lot of value.
If you want to stay connected with me, and you want to keep learning about the content that I’m putting out, click here to download the lead magnet, and we’ll make sure that you stay on my list and keep getting my emails.”
The second email (usually sent about 2 days later), simply reiterates that first email all the while still trying to get them to re-engage. And then the final email is the final ‘nail on the coffin’, so to speak. This final email is the last opportunity this disengaged subscriber has to stay on your list so you can afford to be a little blunter. Pair that blunt, final email with a strong subject headline. E.g., “Time to say goodbye.” Or like, “That’s it, I’m taking you off my list.”
After this last email, anybody who has not opened the email, or clicked in the email is considered no longer marketable and you can take them off your list completely.
I have had clients who have been reluctant to do this because they were concerned about the drop in the number of email subscribers. This is very understandable because they have spent time, money and energy building that email list.
Simply put, if your open or click-through rates are really low and your subscribers are not engaging, that email subscriber list number wouldn’t really matter. What every entrepreneur needs are people on their list who are engaged, benefit from the value you are offering and who-when the time is right-will step into working with you at the next level.
When cleaning out your list, do take note of your hard bounces (emails that never get delivered likely because the subscriber’s email address is invalid) and your soft bounces (emails that are not getting delivered for numerous possible reasons but usually temporary in nature), and see which of those can be taken off of your list too.
There it is. Welcome sequences, nurture sequences and re-engagement sequences- those are the 3 email marketing strategies you should be using in your business. And you if you aren’t, start right now!