Genius email marketing strategies do exist. If you know that part A of your email marketing strategy is having a welcome sequence, the part after that doesn’t have to be impossible to figure out. Spending every week coming up with a fresh email topic is not feasible for a lot of people but you do have to find a reasonable way to sit at your desk and create an executable strategy.
My suggestion is to use a strategy that makes batching your email content (ie creating multiple emails at once) easy so you’re not spending all of your time in a Google doc. I poked around the Internet, interviewed friends, and revisited client projects to come up with 5 different ways to create a newsletter strategy that isn’t a bore to read or create. Hopefully, one of these resonates with you. More importantly, I hope you get started on one of these today.
Genius email marketing strategy #1 … use a theme.
This strategy is really low hanging fruit. The easiest way to commit to batching multiple emails at once is to have them all relate to one another.
Ah email can be really narrowly focused. For example, if you’re a graphic designer educating other creatives on the meaning of colors you can dedicate an entire email to the meaning of the color red. Following that, you can spend the next few weeks educating on the psychology of all of the primary, secondary, and tertiary colors.
At the end of it, your audience will come out being bosses on this topic and if you structure it the right way, you can use it to convert clients/customers to a specific product or service.
I use The Mojito Method to teach customers a repeatable process for creating themes from scratch, month by month.
Genius Email Marketing Strategies in Practice
Laura of Illustrative created a 9-week email series to educate her audience on the importance of illustration (the service she offers). Each of the 9 emails in the Visual Resource Library teach a part of a good visual brand presence.
The idea came from her answering the same questions over and over. Instead of making individual Loom videos to answer all the questions, she wanted one a resource to point her clients (and prospective clients) to.
The results? She boosted her list size by 10% and reengaged her previous clients who commissioned more work. Laura says that writing the emails for this series was way easier than writing one-off emails because as the process drew on, she felt invested in finishing each of the 9 emails so she didn’t want to leave her people hanging mid-training.
Genius email marketing strategy #2 … sell a service.
Service providers often are intimidated by creating a newsletter strategy without realizing they have so many possibilities in front of them.
If you are a wedding photographer, who only photographs weddings you can share photo galleries via email and remind your subscribers that you are available for referrals.
But say you’re a wedding photographer who also shoots anniversaries and newborn photos, write email content that guides them on journey from being a new bride to a new mother, and all the steps in-between. By connecting with them at each step, you’ll stay top of mind for when they need to hop in front of the camera with that baby bump!
Genius email marketing strategy #3 … automate your entire list.
One of the best techniques for someone who knows that email marketing works for their business yet doesn’t want to spend all of her days creating content is automation.
You already set up your welcome sequence to drip out emails over a specified period of time and there’s nothing stopping you from doing the same to your entire email list.
A previous business coach client hired me to help her implement an evergreen strategy for her list because she felt like she was spending too much time creating content for her list. And to be fair, she was. Through the research process we found that most of her clients converted from her Facebook group and she needed more time serving there.
We used her initial opt-in, a free training as a trigger to dictate every email that followed. For example:
- If subscribers watched the free training, they went down a sales funnel for her membership which is pitched in her free training.
- If they did not watch the free training, they were prompted to watch the training before it expired and then put into a nurture sequence similar to a traditional newsletter.
- If they watched the free training and didn’t purchase after the sales funnel they were added to a nurture sequence that periodically pitched her membership (following the 3 pieces of nurture for every 1 pitch rule).
If she has a special event or promotion to share, she can write a one-off email. Otherwise, everything email marketing in her business happens in the background while she focuses on things that she enjoys and needs more constant attention from her.
This works because when someone first joins your list, the basic facts are what they need. And those never change so learning your strategies and teaching from day 1 is going to create a more informed (and more engaged) subscriber.
Genius email marketing strategy #4 … create a round-up post.
If you have a brand new list or are just going through a period where you need to reconnect with your audience, round-up styles posts are great at helping you get out a lot of information and see what they are most interested in.
This style of post shows that you have a lot of authority, knowledge, and/or connections in your space. And every link clicked is one vote towards you creating more content like it.
It is a great strategy to use when you are considering launching a product or just want to subtly learn more about our audience’s wants and needs without sending out a massive survey (although those totally work as well).
For some businesses, round-up posts are their entire strategy. Companies like Frontend Focus and theSkimm show authority by sharing content about frontend development to web developers and US politics for millennials, respectively. Both create content to keep their audiences informed and advertise opportunities for partners.
Genius email marketing strategy #5 … just be consistent.
This is the simplest strategy to write but sometimes the hardest to execute. The very best email marketing strategy is one that your audience can rely on.
When it comes to developing a consistent strategy (outside of launches):
- 1 email per month is a good strategy,
- 2 emails per month is a better strategy, and
- 1 email per week is the BEST strategy.
If you can decide on a theme for your emails on the fly (or when batching your emails) GREAT. Otherwise you’ll want to layer this strategy with one of the other 4 and start showing up for your list! Mixing and matching these strategies over a few months or a quarter is a great way to keep your list interesting for your audience and for you to create.
It’s just important that you implement one of them! Let me know below which one you’re getting started with.