If you’ve been working on building that email list, chances are you’re trying to figure out what in the world to send them. I mean, what good is an email list if you’re not going to actually use it. However, you don’t want to just send them a random update every so often with a pitch. That isn’t what email marketing is all about!
Today, we’re digging into what you can send your email list to keep them happy and engaged without turning into a spammy business owner!
Here’s the thing. You want to make sure that you’re emailing consistently. This lets your audience know what to expect and they can also get to know you as well. So if you have an email list, plan a regular schedule. There’s no right or wrong answer here but the industry standard is about once a week.
When you first get started, you may be really concerned about making your email look as “professional” as possible. You see the emails from Target and Michaels… they’re full of graphics and general prettiness. But all of this comes with something called HTML.
HTML is NOT something you really want to load up on as a small business owner trying to build your audience. This is why I mention that MailChimp users should be wary about using the MailChimp drag and drop templates. Because email service providers read heavy HTML emails as potential spam and will filter it right out of an inbox!
Which is seriously not what you’re going for! Instead, focus on creating valuable content to send your subscribers and ignore adding a bunch of graphics and whatnot.
Stuck on what to send? Don’t worry, I’ve got you covered!
Email Idea #1: Tell a Story.
One of the best things about email marketing is that it allows you to build a real connection with your audience. You’re not sharing the emails with the entire world, instead, you’re connecting with them in what feels like a one to one experience.
This means it’s the perfect opportunity to bust out those story telling skills. Share with your email subscribers what motivated you to do what you do. Reveal the behind the scenes of your business. Talk about a client or customer that you helped. Maybe even share struggles or messes.
One thing I can tell you for certain is that stories like that are what help build relationships and those relationships are so important to your business!
Email Idea #2: Recap Content, Events, ETC.
There’s a huge chance that you’re here because I sent you an email telling you this post is live. And it’s for a reason! Your audience is busy. They can’t always keep up with who’s doing what and when. So keep them in the loop!
Don’t be afraid to remind them about events you may have coming up. Masterclass happening? Webinar being presented? Or maybe even a live event? Tell them about it!
If you have a new podcast or new video, share the link to that and give a little context to it. Share why that topic is so important and how it’s impacted you. Instead of just saying “hey, this is live now, click it,” give them a reason to do so. Entice them!
Email Idea #3: Provide Micro Solutions.
This is absolutely one of my favorite ways to serve my audience. Your job as a business owner is to provide value whenever possible. Which is why I love using email marketing to achieve that goal. The difference here is that you can provide tiny, actionable tips or solutions to help your audience with their problem.
If you’re a business to business person like me, provide a quick tip on how to make the most of social media. If you’re a handmade business, share tips on how to find the perfect product. Maybe you’re a blogger… share links to recipes that are perfect for a special occasion!
Whoever you serve, give them a tiny dose of actionable solutions without any expectation of anything in return!
Now, these are all great places to start but its 2020 and email marketing has changed. So here’s a little pro-tip to up the ante in your email marketing.
Get to the point! You don’t need to write a novel in every email and if you do, you’ll find that people aren’t tuning in. So instead, keep it short and sweet. Your audience is busy and if you’re lucky enough to actually be in their inbox, you want to deliver your content quickly.
We’re going to call this quality of quantity!
And that’s what you should be sending your email list. Quality information.