3 Steps to an Effective Email Marketing Strategy
What's worse: sending the wrong emails or none at all?
All the big-name biz coaches tell us how important email marketing is – and if they aren’t telling us directly (i.e. Amy Porterfield), they’re suggesting it by sending killer emails themselves (i.e. Seth Godin). But how many of us take action on email marketing? Truth be told, I was convinced email was dead. That social media is the way of the future. But then I realized something very simple:
Social media platforms come and go. Even if the channels themselves stay the same, their algorithms and strategies change at an increasingly rapid rate making it difficult or expensive for a small business to keep up (I’m looking at you, Facebook).
Everyone has email. Even my 80 year old grandmother got an email address (and an instructor to teach her how to use it). The trick is, everyone also receives email and a lot of it. And there are still spam filters and Gmail’s promotions tab to contend with. So it’s not to say that email is an easy way to reach your customer, but it is one of the best.
So, if you aren’t sending emails as part of your marketing efforts, I hope after reading this you will start. But most importantly, I hope you’ll start smart. Because in answer to the original question: sending the wrong emails is just as bad as sending none at all.
Here are 3 steps to get you started with an effective email marketing strategy.
1. Build your list.
This might be an obvious first step, but also an easy one to put off. It’s hard to start something from zero, but remember that you started your business from just an idea and you can do this too. Start by adding existing clients, have a mailing list sign-up at every event you host in-person or online, and have a sign-up on your website. (Just make sure you’re compliant with the Canada Anti-Spam Legislation – our member business Tower Law wrote about it on their blog.)
Lead magnets are also highly recommended to grow your list. A lead magnet is something that will attract your ideal customer enough that they will give their email address in exchange for it. Examples include:
- Checklist, template, or how-to
- Video training/webinar
2. Nurture your list.
As your list grows, it’s important to keep in regular contact. I also resisted this because of my own relationship with email. But I’ve come around. If someone signed up for your list, you want them to get to know you. This means, you want to be sending content – valuable content – regularly. This varies, but I would suggest once a week to start. If you’re launching, this could increase to once a day, but don’t get carried away right off the bat.
You want to make sure that you’re sending a mix of content, and you definitely want to be giving freely more than selling. That being said, write each email with a purpose. Whether you’re selling or not, you want to make sure every email you send is on-brand and lets your personality shine through. We all know that customers buy from those they know, like and trust. Let your emails help them get their sooner.
3. Re-purpose Content.
Sending weekly emails might seem daunting. But remember that you’re creating other content that you can (and should!) be repurposing. Start with a plan early, and your email marketing efforts will be more effective (and less stressful).
Take a look at your quarter: what will you focus on in your business? Now for each month and week, map out when you’ll write a blog, send an email, do a Facebook Live video, host a webinar/live event, etc. Start mapping out what your content will look like for each, so that you’re constantly working towards your goals (which should involve some sort of money-making effort).
You’ll find that what seems like an impossible amount of content to create is actually manageable with a little planning and task-blocking. And if it’s still not manageable? Then it’s better to realize this early so you can go back to the drawing board and crate a plan that will work for you.
So there you have it, the basics of getting an email marketing strategy up and running (or re-invigorated). Now, if you’re sitting there thinking “great, now how the heck do I actually do it?”, join us for our Maximizing MailChimp webinar! Happening live, this Thursday, August 24th at 8:00pm. Register here and get the replay even if you can’t attend in-person: https://www.mamasandco.ca/collections/event-tickets/products/webinar-maximizing-mailchimp