Email marketing is sometimes thought of as “old school”, but it’s still a viable marketing strategy. Your subscribers are hot leads who have indicated an interest in your services. They are YOURS to market to! With the right strategy, you can specifically target their interests to offer relevant services.
However, you can’t just blast emails to your database. Everyone gets enough emails already; what makes your emails different? A strategy will improve the success of your email marketing. This article reviews a few ways to improve your email marketing strategy to increase sales.
1. Make Relevant Offers and Content
Everything you talk about in your emails should be relevant to the interests of your audience. The fastest way to lose credibility, interest, and subscribers is by promoting irrelevant content. You should know your audience inside and out, so what will they find useful?
You can plan your email content with the rest of your marketing content (blogs, social media posts, videos, etc.) Consider content that has been successful in the past or test something you think your audience will like. Here are some ideas of content you can put in emails:
- New blogs, videos, freebies, etc.
- New paid offers
- Upcoming webinars, masterclasses, or courses
- Special offer on services
- Tips, advice, or other resources
The key here is to stick with what you know. To get on your email list, they likely took advantage of a free offer, meaning they had a need you fulfilled. Continue nurturing them with relevant offers until they (hopefully!) become clients.
BONUS: Try to limit emails to one topic. You’re likely to confuse your audience if you try to throw multiple offers at them at the same time. Email topics should be specific, with the goal of the reader clicking on the offer. Adding many links will distract or confuse the reader, ultimately lowering your open and click rates.
2. Segment Your Audience
Segmenting your audience allows you to further niche down what your audience is interested in. For example, you could have a separate list of contacts who downloaded a freebie about lead generation strategies. You know this list wants to learn more about how to attract leads. You can then target content to this list around lead generation to increase engagement.
Most email platforms allow you to segment the audience by lists (broader audience segments, like a newsletter list) or tags (specific audience segments, like downloading a specific freebie). I highly recommend taking advantage of these features so you can further get to know your audience and send them relevant content.
BONUS: Set up your email marketing system to automatically tag your prospects when they take advantage of your offers! Even if you don’t use the data right away, it’s good to know what offers someone has accepted and could be helpful in the future.
3. Add Customer Journeys
Customer journeys are automations that move a contact through a nurture campaign. It takes them on a journey (get it?) depending on where they’re at in the buying process and what they’ve indicated an interest in. The goal is to lead them to a purchase by offering timely and relevant information and offers.
Customer journeys are set up in your email marketing platform and are automated responses to a contact’s actions. You decide the journey to take them on, so I encourage you to take time to strategize and deeply think through your audience’s needs and behaviors.
BONUS: Set up “if/then” segments to further cater your content to the right person. This means “if” they click on this email, “then” they receive this paid offer. Or, “if” they did NOT click on this email, “then” send them another freebie. You can play with the “if/then” statements that make sense for your business and offers, but they are valuable tools to ensure you’re sending relevant content to your audience!
Photo: Wishpond Blog
4. Brand Your Emails
People should take one look at your email (or better yet, your subject line) and know it’s from you. You’re creating a reputation for yourself, and it improves brand recognition. With so much content being pushed at us every day, do everything you can to stand out. The best way to do that is with your branding!
5. Be Consistent
Pick how often you want to send emails and stick with it. When you’re consistent, people will start to expect and await your emails (especially if they’re super valuable!), and that’s exactly what you want. Ideally, you should be sending an email weekly to stay top of mind but do what you can. Even if you start with monthly recap emails, be consistent, and your efforts will pay off.
BONUS: Choose an email marketing platform that works best for you. Sign up for some free trials to see what platform you like working in best. My favorites are Flodesk and Kartra
I hope these tips have given you some ideas on how to improve your email marketing strategy! Email marketing is a worthwhile investment, and I recommend every entrepreneur have an email strategy. If you need help getting started with email marketing, send me a message! I’d be happy to help.
About Wildly Creative Studio
We work with 6-7 figure coaches just like you to… Find, nurture, and sell your $10k programs in the DMs. Look, we get it. You’re a busy online business owner that is looking to expand their business but needs some extra support when it comes to your sales funnel. My team and I are the behind-the-scenes magicians that help you bring a lead from cold to sold all through a social media sales funnel. Book a discovery call with me to get started.