I tried to do the math on my email marketing work.
You see, I have been sending emails for almost 10 years now. And some weeks I send upwards to 100 emails.
On average though, I send about 50 emails a week.
Let’s break this down.
(50 email deploys/week x 52 weeks/year) x 10 years = 26,000 email deploys
And this, my friends, is why my brother-in-law teases me about “spamming” inboxes.
Only…it’s not spam.
My email open rates, click-through rates, and unsubscribe rates are proof of this. When done right, email marketing is far from spammy.
In fact, it’s the complete opposite.
Don’t give up on growing your email list and sending emails because you think it’s “spammy” until you’ve looked at some of the latest statistics.
- People who buy products that were marketed to them in email, spend an average of 138% more than people that don’t receive email offers. (Source: Jeff Bullas)
- Millennials love themselves some email. In fact, 73% prefer to contact brand via email. (Source: ClickZ)
- According to several studies, email has an average ROI of $38 for every $1 spent. (Source: VentureBeat)
Reading these statistics makes you think twice about email as spam, doesn’t it?
So, how do you make sure your email marketing strategy is strong?
By sending emails your subscribers see as valuable! There is strength in value.
When you add value, people will not only open your emails and click through, they will look forward to receiving them in anticipation. As if every email you send is like a little Christmas present in their inbox.
Here are 11 types of emails that will help turn those subscribers into RAVING, die-hard fans.
STAND OUT EMAIL #1: WELCOME EMAIL
Welcome emails should be sent within the first hour or day of someone opting in to your email list. This can be set through automation.
In this email,
- Introduce yourself and share some fun facts about you. Let your personality shine with that ‘first impression’ email and start building your relationship foundation.
- Establish your credibility – tell readers why they should keep opening your emails.
- Highlight everywhere they can connect with you online.
You could also include an expiring promotion code for a product or tripwire in your welcome email.
What is a tripwire?
It’s super irresistible, low risk paid offer with MASSIVE value. It could be a digital product that is immediately downloaded or an actual product such as a book where the reader pays for shipping only.
STAND OUT EMAIL #2: FREE WEBINAR
Webinars are an incredible way to add value to your reader and increase the click-through rate. Adding webinars to your email marketing strategy will create incredible value that your readers will love! There are times when readers may feel they don’t have time to read an email so they save it to read later, however, it always seems like people make the time to attend free webinars that are packed full of value.
STAND OUT EMAIL #3: EMAIL MINI-COURSE SERIES
Have you run past a mini-course?
You know, those mini-courses that teach you how to grow your email list over 3-5 days? These are great content for an automated email series.
Find something you could teach your subscribers over the course of 3-5 days. Make sure it is something that will drive results for them and get them from point A-to-Z.
An easy way to come up with ideas is to listen to your readers. What are they saying in their comments and posts? What is it your readers want to learn? What questions have they been asking?
For example, if you are an interior designer, and you get a lot of questions on decorating a living room… turn it into a 5 day mini-course series. Here’s what it could look like:
Day 1: Defining your décor style
Day 2: Determine your color palate
Day 3: Selecting furniture
Day 4: Picking your accessories
Day 5: Arranging your shelves and walls
Congratulations! You have just become their hero. Do you have a cape to add to that wardrobe of yours?
STAND OUT EMAIL #4: BEHIND THE SCENES
Everyone loves to know how things are built and what goes on when the lights aren’t on. Humans are so nosy.
Behind the scenes emails are a super way to tell your story and connect with people on a more personal level.
Don’t be afraid of looking vulnerable. This helps your readers relate to you and makes them feel like they’re part of your business or cause.
Are you currently struggling to balance work life and motherhood?
Tell your readers about it. Let them know what you’re struggling with and how you are working on pushing through it.
Did something really awesome or funny recently happen to you?
Maybe your children were playing together while you answered a few emails, and they got realllly quiet. Too quiet. When you went to investigate, you found your youngest daughter had gotten into makeup and drawn all over her face with eyeliner. “Look mom, I’m a tiger!”. Go ahead, write about it!
The story above is based on an actual event. See proof below.
STAND OUT EMAIL #5: CONTENT SERIES
Once someone opts in from a content upgrade, trigger an automated email sequence that has correlating content.
Let’s take it back to my interior design example.
If you had someone download your “2017 Kitchen Trends eBook”, then trigger a Kitchen Content Theme email sequence on “How To Update Your Kitchen Without Breaking The Bank”. Here’s what it could look like:
Email 1: Updating your cabinets with paint.
Email 2: Affordable countertop updates.
Email 3: Swapping out your cabinet hardware.
Email 4: Accessorizing your kitchen
You get the idea, right?
STAND OUT EMAIL #6: BLOG POSTS
When you send out emails, think about ways you can incorporate your blog content. There are several ways you can do this.
- You can highlight your latest blog post or list off some of your most popular blog posts.
- You can link to blog posts that complement what you are writing about in your email. For instance, are you talking “spring cleaning” in your latest email? Link to your blog posts on spring decor, spring color trends, et cetera.
- You can also write emails featuring a comment or discussion that came as a result of your blog post.
STAND OUT EMAIL #7: UPDATES AND NEWS
Everyone loves to be in the loop and stay on top of their industry. However, all of this information overload can be overwhelming and challenging. Recap some of the top “need to know” news in an email and make life easier for your readers.
STAND OUT EMAIL #8: FREE DOWNLOADS
People love FREE content that helps them!
My online marketing agency deploys a lot of “Free Download” emails for clients. These emails almost always result in high open and click-through rates.
Just last month, we turned an activity from a client’s product into a free download. Then, we threw it up on a landing page and highlighted it in an email.
Here are the results so far.
This email has had a 28.9% open rate + 10.3% click through rate. And, on the landing page, we’ve had a 52% conversion rate. These are great numbers!
Couple things to note:
- We mentioned the words “Download” and “Free” in the subject line so readers knew what they were getting before opening the email.
- The email list this went to was very segmented. It went to contacts with a specific job title who were interested in a specific topic. This also helped improve our results.
Moral of the story, when in doubt, highlight one of your content upgrades in an email and send it out to your list.
STAND OUT EMAIL #9: PRODUCT AND SERVICE PROMOTIONS
Do you have a product or service you’re currently launching?
Don’t forget to let your readers know about it.
Highlight your product or service in an email and:
- Let them know how it solves their problems.
- Answer any objections they may have.
- If possible, include a special promo code (or bonus) and add a time limit to the offer to add a layer of urgency.
Marketing Hack: Send a couple redeploys of these emails to people that didn’t open or click through the first time around.
STAND OUT EMAIL #10: SURVEYS
Surveys are a great thing to send out to your email list.
These allow you to gain valuable insight into what content to create and which products and services you should be developing.
I recently created a survey & survey email swipe file. This download provides you with 3 of the surveys I like to send throughout the year.
Try sending one to your list and let me know how it worked for you!
STAND OUT EMAIL #11: THANK YOU EMAILS
Thank You emails are great to send to people after they’ve purchased your product or opted into a content upgrade.
If you send a thank you email after their purchase, include any information they would need to get started (or track their order). This is also a great place to highlight some of the frequently asked questions you get from customers.
If you send an email after they opt into a content upgrade. Include a link to the content upgrade so they can access it at a later date. This makes life a little easier for your customer and gives you a chance to show your gratitude.
In summary, you have 11 powerful types of emails you can send to your readers. These emails are will keep them interested and looking for more.
Let’s review them one more time:
- Welcome Email
- Free Webinar or Video Trainings
- Email Mini-Course Series
- Behind The Scenes
- Content Series
- Blog Posts
- Updates and News
- Free Downloads
- Product/Service Promotions
- Thank You Emails
Whether you have one person on your email list or 200,000, remember to be consistent and send emails on the same day each week.
Your readers will begin watching in anticipation for your emails at that certain day and time.
Now, go have some fun!
Psssttt… Are you trying to figure out HOW to build your email list? Grab my 30-Day Plan and it will give you step-by-step instructions that will help you build your email list strategy in 30 days.