Email marketing is still one of the most successful ways to sell, especially in the digital space.
According to Oberlo, for every $1 that you spend on email marketing, you can expect $42 in revenue. And it has also been found that 49% of consumers said that they would like to hear from their favorite brands on a weekly basis.
So not only can you get a really good ROI on your email marketing, but it’s also a great way to stay connected and build a relationship with your audience so that you can serve them with value while priming them to become buyers of your products or services.
So today I want to chat about three types of email marketing you may not be leveraging in your business.
But first, I want to address a question I have gotten countless times.
What email marketing systems should I be using?
I can’t tell you how many times random people have asked me this question or I’ve seen it posted in my clients’ programs by their clients.
And the answer is, it really depends on where you’re at in your business.
If you’re just starting out, there are many email marketing systems like Mailchimp that offer a free option, but with that comes limited functionality for things like segmenting and automation.
If you’re looking for something a little more robust but still at a reasonable price point, two great options are ConvertKit or Active Campaign. But far and away my favorite platform to use for email marketing is Ontraport.
In reality, Ontraport is a CRM, which means it offers far more features and functionality than just an email marketing system. CRM stands for customer relationship management which means provides features that allow for higher-level data analysis on all aspects of your relationships with your customers.
So on to the three types of email marketing, you may not be leveraging in your business.
A welcome sequence is an email sequence consisting of typically three to five emails spaced 1-3 days apart and are designed to kick off your relationship with your subscribers when they are the warmest (i.e. right after they’ve just opted into your list!)
A welcome sequence in a series of emails that will be sent to every new subscriber in a certain and strategic order.
An example of a welcome sequence would be
Email #1: Deliver what the subscriber signed up for and officially welcome them to your list.
Email #2: Introduce new subscribers to your vision, your mission, and your story to get them hooked into why you are so passionate about what you do.
Email #3: Let new subscribers know what to expect from following you; what kind of content will you be sharing and how often, how else can they stay connected to you (i.e. here is a great place to drop your social links and get more followers!)
Email #4: Give more value. Share a ‘best of’ of your top training with new subscribers so that you can start to build the know, like, trust factor, and position yourself as an expert.
Email #5: Collect data. Ask your list a simple question that will: 1) help you to determine what type of content will best serve them and 2) that will help segment them or inform your marketing (i.e. what their biggest pain point is, how they like to consume content from you).
Email #6: Sell. After you’ve built a rapport through a series of initial emails, give your new subscribers the opportunity to find out what it’s like to work with you. You could:
- Invite them to your signature webinar or training.
- Offer a low-priced product that will help them get a quick win and start encouraging them to say yes to investing with you
- Extend the invitation for them to book a call so that you can learn which of your offers may be the best fit for where they are in their business journey.
You may be surprised by how many people promote opt-ins to build their list and then don’t ever email them (full transparency… I’ve been that girl before in my business!).
Sometimes we feel like we don’t have time in our schedules to create content.
Sometimes we’re not sure what to say in our emails.
Or sometimes we get so bogged down in the day to day and trying to get new leads, we just forget to nurture the ones we’ve got!!
The truth is, if you’re not emailing your list you are leaving money on the table!
So what is the optimal frequency to email your list? Based on studies, it is between two to three times per week.
‘What?!’ you say? ‘How am I going to find time to create enough content to email my list three times a week?’
If you’re saying that to yourself right now, I want to let you in on the power of… repurposing!
Think about all of the other things you may be doing in your business that can either be turned into email content or simply repurposed. Things like:
- Your FB Lives: Before you go live on your page, send out a quick email reminder to let people know you’re going live and a link to your biz page. If you don’t schedule your lives and do them impromptu when you’re feeling inspired, then send out a replay email after your live inviting people to watch with a catchy subject line!
- Your Blog Posts: Anytime you release a blog, you can repurpose it into a written email that either encompasses the entire blog or if it’s too long, just a preview of the blog that then directs them to ‘Read More’ by hyperlinking to your website.
- Personal story: How many times during just a regular day does something happen that you can connect to what you do or how you serve. A lesson, an anecdote. Something that made you laugh, or even pissed you off. Infuse your personal story into emails that capture a quick lesson or interaction that could give an a-ha to your list.
- Best of email: Go back through training, blogs, podcasts, and share some of your best of’s.
- Client highlights and successes: Did a client recently have a win that you could share with your list?
- Favorite things: It’s great to sprinkle in some lighter more personal content around the things you use in your business or if you’re building a lifestyle brand, things you use in your personal life. It could be a favorite podcast (just make sure it is something complementary to what you do and does not create any direction competition)
- Block time in your calendar to create content. Think about when you feel the most inspired to create and block time in your calendar each week or every other week to create content in one batch that can be scheduled throughout the week or month.
- See what’s trending and share your take on it. Take a peek at sites like Medium or current podcasts and see what topics are trending and top of mind for your audience.
- Ask them something. Create an even deeper connection with your subscribers by simply asking how they’re doing. What they’re struggling with. What’s new in their business. This not only helps to connect with them but can also do double duty and inform your marketing when you find out what your followers are actually dealing with in real-time.
So… what if you haven’t emailed your list in awhile? Do you just pick up and start emailing them three times a week. What I suggest in that case is to write a re-introduction email.
This can be a simple email that acknowledges, ‘hey, I know you haven’t heard from me in a while. Here’s what’s been going on. And here is what you can expect going forward.’ People really connect with transparency and you can then ask them to replay with what’s been going on in their business to strike up an even deeper conversation.
A re-engagement campaign is a set of emails that as the name implies, attempts to re-engage your list. The end goal of the re-engagement campaign really is to see who wants to continue to hear from you (these are your people!), and who doesn’t (these are not your ideal clients).
A re-engagement campaign is typically sent to a segment of your list that hasn’t been emailed in a while. Email marketing systems have the functionality of segmenting your list by subscribers who haven’t opened an email in a certain amount of time. A general rule of thumb for this is subscribers who haven’t opened in the past 120 days.
The larger that segment of subscribers who haven’t engaged in your emails grows, the more it affects the deliverability to your entire list.
Why do you ask?
The fewer subscribers that open your emails trigger the email deliverability gods to suspect that you have a negative sender reputation or poor list quality which means that less of your emails will end up in your subscribers inboxes and will instead go right to spam!
A re-engagement campaign typically consists of around three emails that are sent over the course of 5 to 7 days.
- ‘Hey, I noticed you haven’t opened an email in a while, are you interested in continuing to hear from me? Here is a new lead magnet or training I did that I thought might interest you…’
- ‘Hey, I sent you an email and wanted to make sure you saw it. I only want to send content to people that want to receive it. So if you’re still interested in hearing from me, great, just click here to access this amazing training I just did. If you’re not, after 5 days, I’m going to be removing you from my list.’
- ‘I still haven’t heard from you that you want to stay on my list. This is your last chance. Click here to stay connected (link to a lead magnet or training). If you don’t want to hear from me anymore, no action needed and I send you off with love!’
What happens if they don’t re-engage? Then they are ‘scrubbed’ from your list. Which means you essentially remove them from your database.
The benefit of this is
1) You won’t be paying for subscribers that aren’t engaging in your emails
2) Your email list will be full of people that actually want to hear from you (i.e. your ideal clients)
3) Your engagement metrics like open rates will increase and so will overall deliverability to your list!
But what if I don’t want fewer subscribers on my list?
The number of subscribers you have on your email list, to a certain point is a vanity number.
You may have 17k on your list, but if only 10% of those subscribers are opening their emails, that means only 1,700 of them are opening your emails and you don’t have an engaged list.
However if you scrubbed your list down to 10k, your email deliverability increases (which means more people on your list are getting your emails to their inbox instead of their spam!) and your open rates could increase to 30%, which means that 3,000 people are engaging on your emails.
Much better right?