5 vital Messages You Need in Your Email Strategy
I began taking my email list seriously at the start of 2017 and I haven’t looked back since. It’s something that has come more naturally than almost any other part of my brand. I have narrowed down the concept and the overall goal of my newsletters:
Relate my personal stories and experiences within the brand itself to offer encouragement
Market to my list and consistent tribe members
Educate my audience based on my knowledge and experiences
Your email newsletter is super powerful. Those Twitter followers love you but, they will not convert as quickly as a subscriber will. It’s because that content that you feed your list should be so strategic that it builds and promotes seamlessly. You want people to completely forget that they’re being marketed to half the time.
Rather it’s your weekly newsletter, your launch email sequence, or your email course, you need these 5 emails within your strategy:
Story/humanizing your brand:
Some of the very first newsletters I ever sent were called #BronzeTransparency. I spoke about all of the ups and downs while building my brand, being broke, jobless and sometimes ridden with anxiety were the topics and where I was at that point in my life. I needed an outlet and I loved having that layer of humanization. With less than twenty women on my list, I had replies to my emails EVERY week because the content was that real and people loved reading about things that weren't pretty Instagram photos.
When you’re releasing a new product or service, gather some testimonials first with Beta testers so you’ll have quotes from people who can attest to what you’re selling. It's a great way to validate a sale and beef up your email strategy. If it weren’t for Amazon comments and Youtube reviews, we wouldn’t buy half the things that we have.
You have to teach your audience something. I don’t care what niche you’re in! This is the main way that newsletters line up with blog posts and when you can line up the info flawlessly to connect to other parts of your brand. Need help with connecting and repurposing content? There's a blog post for that!
For the 10 minutes I did outbound cold calling for a nonprofit (don’t ask), we had a long list of rebuttals because people had excuses for why they weren’t interested. When you put FAQs on your site, it’s a way to settle people’s doubts in the same way reviews do. So why not address people’s excuses up front in your email strategy?
For example: if you new course costs $1000
Rebuttal: there are payment plans and you are guaranteed to make your money back if you follow the program
Using the course example above, you next step is to set a deadline for signing up. Even if you plan to offer something year round, people will act quicker if you give them a strict timeline. Maybe your course is only available for $1000 for a short time so, you need to communicate that and remind them before time's up! I love using Motion Mail to add a timer to my emails for that added layer of urgency.
Along with helping you with your email strategy, our Facebook group, The Hustle Hive, has a full Google Drive folder of worksheets, a timeline full of tips for bloggers and biz owners and live videos. We would love to have you!
Author: Shay Duriel Davis, the Creator of The Bronze Hustle and Hustle Hive Elite