What type of marketing email should you be using?

So much in today’s world is done via the written word: social media, direct messaging, texting, and email marketing.

So much to do – so little time!

Writing has become a daily activity in business, so on top of everything else you do for your business, to a certain extent, we all have become amateur (some not so good) copywriters.

However, writing an email sequence, a newsletter, a post, a tweet, or a campaign is a science and an art.

It requires the ability to provide guidance based on your experience, knowledge, and authority combined with intrigue, entertainment, and relevancy. To be effective it also needs to be consistent, constantly providing value, and showcasing you as an individual and a brand.

WHEW! That is a lot to think about!

We also need to realize that it is a privilege to be in their inbox, and a big win if they actually open it and read it!

You don’t want to be the sticky old uncle who overstays his welcome, or the chitty-chatty aunt who you never can seem to understand what she is talking about (or why), or you can’t keep up!

You want to be the favorite cousin who is always relevant, entertaining, informative, useful – you want to be the email they look forward to receiving and even sharing.

All of this begs the question…what all types of emails are there, what are the differences, what are they all used for, and how do we (as non-copywriters) create impactful and influential emails that people will read?

Simply stated there are marketing emails and there are prospecting emails which typically are for introducing you and your business to new prospects, educating them on the products/services/process you provide, and staying visible and relevant over the long term. Prospecting emails have the added element of asking for the business.

Then there are client experience emails which help you continue and grow the relationship, show appreciation, and encourage repeat business and referrals.

Regardless of the type of email that is being sent…

Here are a few things to remember:

• Be sure to give meaningful specifics – not vague generalities
• Provide fresh and original information – no static or stale fluff
• Go over-and-above the readers expectations
• Make it results focused or thought provoking – not just theoretical or hypothetical
• Have easy to understand and implementable action-oriented advice
• Be sure that everything you write is “share-worthy” – something your competitors may even charge for
• Spend time on the Subject Line and the Preview Text…they can’t read it if they are not intrigued to even open it

Today we will look at a few ‘types’ of emails you might consider implementing into your business. We automate all of these in some way (we use Active Campaign for all our automations).

Let’s look like the 5 most common types of emails:

Automated Nurture Drips (AND)

Category: Prospecting and Marketing

This is by far the most common use of email series today. We have all signed up for something then received a sequence of emails elaborating on the subject and asking us to take the next step. It has become the norm to provide value and education on a broad scale using this concept and structure.

These come in all shapes and sizes:

Series following the delivery of a Lead Magnet (if you are an NBG Member and missed Rodgers Signature meeting on what constitutes a good Lead Magnet be sure to check it out in the Video Library)

Challenge (step by step daily or weekly ‘to-do’ delivered to their inbox)

SHORT Course

Re-engagement Series (for past clients)

Just to name a few.

ANDs are a scheduled series of emails with a defined timeframe – they have a beginning and an end with a specific desired outcome for the recipient.  You promise them something – you send the emails to deliver on that promise.

Often times this is the first step to more that you have to offer.

Unfortunately, in today’s world people now feel almost entitled to be taught something – even by a complete stranger – for nothing…for free. But the most underpaid industry in the world is teachers. So don’t ONLY teach, if you do you may end up famous but dirt broke…at least sell a click to something.

But remember, they will only respond favorably to any call to action if you show them that you understand the problems and challenges they have or the dreams and opportunities they seek, and you can provide results. They will not respond favorably if all you do is showcase your expertise, credentials, and knowledge without connecting it to them – without being relevant, and most of all without giving them a quick win.

BLAST Broadcast Emails

Category: Prospecting and Marketing, Client Experience

BLAST emails are a one-and-done for a specific and timely need.

Examples of BLAST emails:

Product or Service Release

Announcements

Upcoming events

Sales/Discounts

Showcasing a BLOG just posted

Think of this like a one-time shout from the rooftops. It can be a reminder to go read this weeks or months BLOG, or it could be a random email letting them know of something new that is happening.

Long-Stretch Value Based Campaign

Category: Prospecting and Marketing, Client Experience

The most common type of Long-Stretch Campaign is a Newsletter. But it could be in the form of VIP Content, or an ongoing educational series.

This type of email is designed to keep you connected and visible to prospects or provide current and past clients with updated and relevant information on a regular basis. It can be used to upsell, cross-sell, showcase expertise, keep people informed, increase your connection, among a few other things.

For the most effective use is to institute a consistent, regularly scheduled delivery. It will become something they look forward to receiving and would be missed if it didn’t arrive. (at least that is your hope!)

Customer/Client Experience

Once people become a client, many business owners often take it for granted. Design a sequence of emails that welcomes them, provides more information, shows them appreciation, and the next steps and what to expect in the process.

This can be more frequent when they first become a client then move to a difference cadence. But at least a 1-4 touch point each year is highly recommended, especially if you do not have a Long-Stretch Value Based Campaign in place.

Confirmational & Reminders

In this over-time-committed world it is easy to have events and commitments fall through the cracks. There is nothing wrong with providing a few emails to exchange information, let them know you have a confirmed meeting/event, and remind them to attend, or a gentle nudge to provide you with what you need from them.

Places this is useful:          

            If they schedule a time to chat with you or attend an event (RSVP)

            If they submit a question or a ‘contact us’ form on your website or social media

To confirm that they want to subscribe to your newsletter, or have joined your Facebook, Meetup, LinkedIn, or other group

If they need to confirm with you or provide you some information

This series is more challenging to automate, but with platforms like Active Campaign you can designate goals that will pop them out of the automation once certain criteria have been met.

Next Step to get started

As you can see, there are many ways to use emails, for marketing, prospecting, and even client experience. If set up well with automations and a regularly scheduled pattern it won’t seem daunting and will give you a high rate of return with little to no ongoing effort on your part. However, it can be overwhelming thinking about creating all of this. So, start small.

You probably already have several of these emails created…you may have a template for some of them, or repeatedly send the same information to multiple people over a period of time. You may have a web-based BLOG or a library of articles. Start there.

Gather what you have already created and put them into a logical sequence. Determine what your end-goal is, what you want them to think/do/feel. Read through the series from the lens of your prospect or your client. Arrange them in a logical way then schedule them to be automatically delivered in a sequenced pre-determined cadence.

Remember – you shouldn’t be a Tell-A-Vision. Emails should be about enlightening, educating, connecting, appreciating, elevating and engaging your readers.

TOP email mistakes:

• Only providing fluff – no substance
• Always selling something
• Boring or no fun to read
• Mainstream information – nothing new, nothing to make them think
• Talking above their head by insisting on showing your expertise in a way that is condescending
• Seeking their approval or light-footing around what their next step should be
• Not speaking in your own words and tone, trying to be something or someone you are not
• Writing to avoid the unsubscribe – shying completely away from asking for what you want them to do
• Swiping others content – or simply packaging other people’s thoughts in a different way
• Unsubstantiated or overdone HYPE

Here are a few other BONUS thoughts on emails: 

Subject lines are vital to open rates. Within the first 50 words or so (about 2 seconds) they decide if they will open, save for later, delete, or even unsubscribe. So be clear and concise. Be fascinating and intriguing. Give them a sense of what will be inside. In the subject line offer the promise of a solution, or a deadline, or an opportunity to be entertained or gain some knowledge that will be useful in their life.

Format: use short sentences, lots of white space, have headlines (they will scan first and determine if it is worthy of their time). PS is the 2^nd most read piece – so use it wisely.

Call to Action: Don’t beat around the bush. Be polite but direct with what you want them to do next. Start your sentences with an action verb. Ambiguity is a recipe for paralyzation or elimination of action. It may not be to buy something or schedule a time to talk – it may simply be to read an article, receive a download, follow a Facebook or LinkedIn group, or even hit ‘reply’ to respond to you.

Above all Segmentation is KING! Be sure to send the right emails, the right campaigns, the right series to the right audience. Segment your list rather than blanketly sending everything to everyone.

If you are ready to get started or improve your email marketing, do this ONE thing: let us know. We are happy to take a look at what you currently have (or are thinking about) and give you some insights.

We are easy to get ahold of at [email protected]

If you are a member of NBG – check out Rodgers Marketing Automation Jumpstart course inside the platform.

See you in your inbox!