Have you been thinking about emailing your list, but never really got it off the ground?
Perhaps you don’t know what to say, or you’re not sure how to lay it all out?
This post is going to show you exactly on how to do both of those things.
Firstly, I’m going to share the benefits of email marketing with you, before giving you a bulletproof template to use to send an email to your list today.
First of all, why email marketing? Isn’t social the way of the future? Or is it paid ads? Maybe Google SEO?
The realities are, any great business is built upon several pillars of lead generation. That is, the best businesses leverage a variety of lead generation methods including: referrals + partnerships + advertising + pay per click + walk-in + mail + and many more. They have multiple rods in the ocean at any one time. That way…they can catch more fish.
But the real reason why I am such an advocate of email marketing, is the private relationship value of it.
See, when you send an email to someone, it’s almost like you and them just having a private conversation.
Yes it’s 1-to-many in nature, but because there is so much less noise happening around them in that inbox once you get their attention, you’ll be able to hold it a lot longer. Which means if you know what you’re talking about, you will be able to get them to (hopefully) take action.
The second reason I love email marketing, is the conversion rate. See, on social right now, if you’re targeting cold traffic, you’re lucky to get even just 1-2% conversion. However, with email, because you’ve been warming them up for a while, and sharing your best stuff with them, when it does finally come time to make an offer, the conversions can be a lot higher (which depends on a multitude of factors such as: list quality, your quality of content, length of time on list, and most importantly, the offer you’re making).
And thirdly, the reason why I love email marketing, is it’s mostly free. The program I most recommend is mailchimp because it’s quick, easy, and up until a certain amount of subscribers, it’s free.
Yes there may be some costs involved to get people onto your list (such as driving traffic to an ‘opt in’ page via social) but in comparison to other mediums, email marketing is a great way to get things moving fast in your business. Especially if you’re emailing people who already know, like and trust you!
(or better yet, come to be that way through the value that you deliver in your emails).
But who is email marketing for?
Email marketing is for anyone looking to drive deeper relationships with both their clients and prospects. As a result you’ll see increased revenues, referrals and engagement. In short, email’s are (what I consider) to be the fastest connection and relationship builder.
So, how do I actually write one of these bad boys?
OK, the way that I am going to teach you how to write an email might be different to what you’ve learned in the past. Gone are the days that newsletters really work. They might sound nice, but the attention spans are just TOO short these days for it to really work. People want action. Give the people what they want.
All my emails follow a simple rule: ONE OBJECTIVE ONLY.
That is, whatever it is you want to share, just keep it to one topic. Sharing too many things only leads to confusions. And a confused prospect does not buy (or take action). Keep it simple and to the point.
The other thing I wish love to share with you, is I want you to imagine you are writing an email to ONE friend. When you send an email to a friend, not only do you personally address them, but there are also no fancy graphics or anything over the top. It’s simple and free of distractions other than your words and maybe an image. That’s exactly what you want.
Now that we’ve got the fundamentals in place, it’s time to move on.
Here’s how you actually write an email that gets opened, read and actioned.
STEP 1: The first thing you are going to do is choose a REASON for your email.
Why are you sending it? What would you love to share with those that are following you? What insights have you promised in the past, and what do you think could benefit their lives? What problem can you help the people on your list solve? Think about your last few days, week or month, and draw out a lesson to share. And then really tell the story. Paint the picture with your words. Help your reader feel and experience it as though they were there.
Step 2: What are the BENEFITS of learning this?
I’ll assume the reason you want to send an email is to share something that could benefit the reader’s life (otherwise, there is not much point in sending one…spam sales only emails don’t do so well in 2019!).
So I want you to draw out the benefits you learned during the lesson, and turn those insights into wisdom. Teach my why this is important and really highlight that to me in as many ways as you can. (remember, different people see value in different ways, so keep an open mind here).
Step 3: HOW can the reader apply this?
Next, you want to talk about how the reader can apply some of this stuff. Talk about the ways to do it. Step by step, how to get out there and make it happen.
Step 4: NOW….what can they do next?
This is the entire reason for you email. Yes you want to offer value, but ultimately, you want a return too. This is what we call the call to action (CTA). A way for you to direct your traffic. That is, you’ve just spent time to deliver value and share something important, now it’s time to tell them where they can go to get some next steps. This might be an link to your introductory offer, it might be a link to a sales page, it might be a link to an application page for a service you offer. Whatever it is, you’ve earned the right to say it…so DON’T forget to say it
(As a small caveat, not every email you send needs a CTA. Sometimes you are just setting things up as a part of a bigger plan. But that’s a discussion for another day).
Step 5: Now…write your headline.
OK, so even though the headline is going to come at the start of your email (in the subject line), but I’ve always found it most beneficial to write headlines at the END of my email writing process. Why? Because that way, your thoughts have been processing and you will have had time to properly articulate your thoughts.
You headline needs to capture the attention of the reader and harness their main interest (ie: do not make it something boring) but also, needs to be free of too much hype.
This balancing act is a learned skill. The best in the world often take twice as long with the headline as they do with the article. Truth is, if your email isn’t be opened, then it can’t be read. If it’s not being read, then it can’t be actioned. If it can’t be actioned, then you won’t get a return…so you may as well do something else.
Spend the time and get your headline right. Remember, not too much hype, but enough curiosity to make them want to click.
So now you’ve got a pretty good template happening, it’s time to do two things. The first is to proof read (spelling, grammar etc. I’ve found the best results come from either putting it into google docs, or by reading it aloud to myself). and step number two…press PUBLISH.
Get your work out there. Share it. Start building a great relationship and let’s make it happen!
Laslty, here’s a little list of where a lot of people go wrong:
They expect to get rich off one email.
I remember when I first got started, and I just expected the money to come rolling in. Guru’s were telling me just how easy it was to make money with email marketing and just how important it was to have an email list. Yes it is important, but even more important is to take care of the people on that list. Don’t just go in for the hard sell, build value over time and never send an email unless you have something to say
They get the frequency wrong
A good frequency is at least one a week. I’ve tried everything from once a month, to 5 days a week. I found the happy medium to be 1-2 times per week. This way, they know who you are, but don’t get too sick of you in the process.
They just procrastinate or just don’t do it.
Hopefully what I have above is enough inspiration and step by step granularity to move you into action. If it’s not, please message me or drop a comment below. The reality is, if you’re not sending emails, start today. The best time to plant a tree WAS 20 years ago…The second best time is today! All you need to do is just get started. It’s a lot easier than you think once you get started.
I still aren’t sure what I’m doing
After all of this, if you’re still not sure what you’re doing, and you would like the help of a professional, reach out here so I can help you directly.
Let’s get you moving, sending, and getting a great return on your emails.