Send This to Your Email Subscribers – LIST BUILDING TIPS

Kimberly Ann Jimenez,
Marketing Strategist & Founder

So you’re slowly building your email list and your subscribers have finally completed your onboarding or welcoming sequence. What’s next? That’s exactly what we’re going to be covering in this episode – what to send to new email subscribers so you can make a bomb first impression, build their trust and send them on their path to becoming loyal subscribers.

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Catch up on our email marketing series: 

EMAIL MARKETING CONTENT OBJECTIVES

ADD SEGMENTS TO YOUR LIST

Most of the time, we tend to put email subscribers in one big bucket instead of segmenting them based on their interests and behaviors.

Big mistake.

Whenever you’re thinking about what to send to your email subscribers in terms of content, keep in mind what their interests are if they’ve already expressed them.

At the very least, send your email subscribers content that is related to the relationship that they have with you.

Are they a prospect or a buyer?

Have they subscribed to a specific lead magnet?

Are they new or have they been on your list for a while?

Add them to different segments because down the line, when you get your email marketing automation dialed in, you’re going to want to put those ‘buckets’ or segments of subscribers through different automation sequences that talk to them specifically about their interests.

So how can you implement this if you’re just starting out?

Begin with two basic ‘buckets’ or email segments.

Buyers and leads.

This is critical because you never want to pitch existing buyers on the same offers they’ve already purchased from you.

And by the same token, you want to nudge leads to purchase from you at some point too, so differentiating between them is a smart, strategic way to keep your list engaged and of course, monetize.

RELATED: How To Get Your First 1k Email Subscribers Without A List, A Funnel or An Audience.

At the very least, send your email subscribers content that is related to the relationship that they have with you.

PROVIDE VALUE

Your email marketing content should be focused on providing value as much as possible for both groups — your buyers and prospects.

Increase their trust in you by providing them with helpful booklets or worksheets, for example. You can also include links to your value-packed blog posts.

The goal is to eventually get prospects to buy from you and for your buyers to keep you top of mind and become repeat buyers (if that applies).

Your email marketing content should be focused on providing value as much as possible for both groups — your buyers and prospects.

WHAT IS THE IDEAL FREQUENCY?

A lot of my subscribers and our members inside The Business Lounge ask me this question all the time.

How often should I send emails to my subscribers?

It starts with at least one email per week.

I think that at a minimum you should be communicating with your subscribers at least once a week.

Now, of course, there are exceptions.

If you have a list or segment of buyers, you may not communicate with them once a week forever, right?

It really comes down to the life-cycle of your product and what your strategy looks like.

Stick with at least one email per week and make it a part of your content calendar schedule so that it’s a no-brainer (and a non-negotiable). Regardless, of what frequency you pick, make sure to make it a priority and send that email rain or shine.

This way, no matter what happens, you have a consistent email that goes out every single week and that keeps your email list engaged and your brand top of mind.

Here’s a little tip: batch it, baby!

Creating your emails by batches in advance will save you a lot of time. Every single email marketing tool out there allows you to schedule your broadcasts, which is an awesome little feature especially when you’re short on time.

FINDING EMAIL CONTENT IDEAS

I live by this rule in my business: Keep it simple.

You don’t have to go out and re-invent the wheel. Just share a weekly email based on the content you’re already creating.

If you’re just getting started, here are a few ways to dive in even if you’re not yet sharing long-form content on a channel like a blog, podcast or video.

#1. The first way to find content ideas is just to ask your customers and your prospects what they want to learn or receive from you.

Your audience is your #1 source of inspiration and if you don’t have one yet, go scope out forums, Facebook groups, Quora, LinkedIn groups and even Instagram for questions & topics your ideal clients are already asking about.

I’m sure I’ll get the ”but this won’t work in my niche” question, so here are a few practical ideals for different business models.

>> If you’re sharing your expertise and you’re a coach or consultant or an expert, then, of course, you want to send email subscribers tips and strategies.

>> If you have some kind of physical product to sell, your content should inform, educate and inspire your subscriber while sprinkling in content around your product (think demos, Q&A, product reviews, testimonials, sales, etc.).

The key here (as with any strategy) is to craft your content with your customer in mind.

So ask yourself these questions:

What are my customers struggling with?
What challenges or pain points are they facing?
What are they interested in learning next?
What are their hopes, dreams, and visions of the future?

Sometimes it could be as simple as deciding what to buy or what product is the best fit for them.

>> If you’re selling information, you want to figure out what the challenges and pain point your customers are facing and what they’re interested in learning.

Next, you also want to think about what their hopes, dreams, and visions of the future are so that you can help them future cast that outcome and build authority in the process.

NEWSLETTER CONTENT IDEAS

The concept of a newsletter makes people think about the old school paper newsletter where there are multiple blocks and columns around different topics.

And while that strategy still works for some niches, that’s not necessarily how you have to structure it.

Marketers just use “newsletter” as a general term that basically signifies that you’re going to be sending content to your subscribers every week.

So here are some additional, concrete ideas to send your weekly emails like a champ.

#1 BLOG POST

Sending your subscribers your blog post update is super easy.

When you publish a new blog post, it’s important that you share it with your subscribers because that’s content that you’re creating for them.

They’re your VIPs and you want to make sure that they consume it, so write up a quick email letting them know, you got new content ready for them.

#2 WEEKLY INTERVIEWS

If you do weekly interviews via video or an inspiration roundup, send it to your subscribers.

This is great for fashion brands and retail in general.

Here’s a cool example from SokoGlam.

#3 WEEKLY PODCAST

You can also send a weekly podcast.

If you have a video show version of it, even better.

#4 PRODUCT ROUNDUP

If you’re a retailer, send your subscribers a product roundup. You get to pitch a lot more often than the rest of us because people expect that.

So sending the latest promotion showing people how to use your product is a great idea.

Another cool thing you can do is feature client testimonials or just talk about how other people are using your product. 

#5 WEEKLY CHALLENGE OR ACTION PLAN

This is great for coaches and consultants who just want to rile up their subscribers and get them those little wins.

Create a weekly challenge or a cool action plan that will build massive trust with your subscribers. This will eventually get them to purchase from you because they trust you.

Want to craft emails that convert? Access our Master Email Marketing program inside
The Business Lounge & learn how to turn subscribers into buyers while creating smart automation & welcome, sales, re-engagement sequences that just work.

YOUR EMAIL BLUEPRINT

Now let’s move on to the email blueprint. So in terms of structuring your weekly emails, this is a great kind of framework for what they should look like.

Of course, if you are more into the traditional pretty emails, that’s totally okay.I do want to challenge you to think out of the box and test this.

Why?

Data tells us that emails that are sent in plain text or an HTML are actually way more effective because people feel like they’re personal. They’re not just “pitch emails”. Plain text emails get more opens, more click-through rates, and more ROI.

Check out this case study by HubSpot for all the details.

#1 HAVE A GREAT SUBJECT LINE

The first step to getting your emails OPENED is a bomb subject line.

Lead with a great one that’s punchy, catchy, and one that evokes either curiosity or it promises some kind of result.

It could also just describes what you’re sharing inside or even include a call to action.

A good exercise is to pay attention to your own behavior.

What subject lines inspire you to open emails?

Which ones catch your attention as you scroll through your inbox?

So think about what really causes YOU to open emails.

Make a list of subject lines that inspire you and use them to craft your own for your brand.

Here the key, though.

You really want to spend as much time as possible brainstorming your subject line because you’re competing with everyone else who’s trying to hit that prospect’s inbox.

If your subject line isn’t catchy, it won’t get opened. 

So what’s the point of sending emails at all if they won’t get opened?

#2 HAVE A QUICK INTRO

The next thing you need to do is lead with a quick intro. You want to include a link as soon as possible. Please use common sense with this. Try to incorporate it at the top of as well as at the bottom.

So if your subscribers are scanning your email and they see the link multiple times, they’re more likely to click it.

Your quick intro should have a link to the blog or resource.

#4 HAVE A TEASER IMAGE

A teaser image can make or break your click-through rates. Test and experiment adding an image vs only hyperlinking your text to see which version gets the highest clicks.

So if you are offering a resource or you’re sharing your blog post, a teaser image can entice your readers to click through (but it some cases it can also turn them off, so use data to make the right decision for your brand).

Don’t forget to make your teaser image clickable so people don’t have to do extra work to find your link and consume your content.

#5 INCLUDE A CALL TO ACTION

You shouldn’t forget adding a second link in the body of the copy and close with a clear call to action. This is perhaps the biggest mistake people make when it comes to email marketing, especially those who are just getting started.

So if you are getting started, make sure to always close your email with a clear call to action.

In the example I shared in the video tutorial, I added, “Come over to the blog and grab my free Facebook Ads Swipe File straight from The Business Lounge Resource Vault. It’s a special bonus.”

It’s very clear what I want them to do with this email. Make sure you add the link so it’s clear that you want people to click on it.

OVER TO YOU

Those are some strategies that I implement when it comes to what I should send to my email subscribers.

I hope that you find these strategies practical and that you’re able to implement them for your own brand too.

Let me know in the comments section below if you have any other tips.

xx

Kim

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