Creating a lead magnet and growing an email list is only the beginning of the process when it comes to email marketing. When you nurture your list in meaningful, valuable ways that gradually foster relationships and trust, the true magic begins.
To help you get started, here are three crucial email formats every brand should use. These emails will not only help with audience engagement but also consistently deliver value to them.
The Welcome Email
Subscribers should receive a welcome email the first time they sign up for your newsletter. Think of it as a virtual handshake or first impression. This email isn’t about making a hard sell; instead, it’s about providing a warm, inviting experience that explains who you are and what they can expect from your communications.
What to include in your welcome email:
- Introduce your brand and explain briefly who you are and why you’re glad they’ve joined.
- Tell subscribers what to expect, how frequently they will hear from you, and what kind of content you will deliver, such as updates, tips, or special offers.
- If possible, offer an incentive to purchase or work with you, such as a discount or a free resource.
The Value-Add Email
Once you’ve set the tone with your welcome email, it’s time to deliver your expert tips. A “value-add” email is one that provides your readers with free information, tips, or resources that they will find useful. This might be a fast how-to guide, industry insights, or anything else you believe will help your audience without feeling like they are being sold to.
Ideas for this type of email:
- Share popular tips that provide practical methods for overcoming a common problem or reaching a specific goal in your niche.
- Share lesser-known ideas that your readers can implement right away.
- Share your signature resources, such as thought leadership content or unique frameworks that you use in your work.
Something to remember is that you likely have so much content to share or that you have shared already that fits in this category, and all you have to do is package it up in a nice email for your subscribers.
An Offer Email
This is where you can finally get your subscribers to take action. An offer or promotion email may bridge the gap between where a customer is and where a customer needs to be to make a purchase.
Tips for offer emails:
- Make sure your CTAs (call-to-actions are specific) stand out and clearly tell your readers what to do next.
- Include deadlines or limited-time offers to motivate subscribers to act sooner rather than later.
- Instead of focusing solely on features, emphasize what’s in it for them. What is life like after purchasing your products or services?
- Create a recurring automated series where you get to take your readers on a journey and share various transformation stories in the process.
Selling is a balancing act, and you should never be afraid to sell to your subscribers or community. Remember to balance these emails with lots of content in the mix to help them understand the need for what you offer.
Consistency is a must in email marketing. Even if you can only send one email every month, make sure it is valuable and relevant. As you become more comfortable, consider breaking your list down into segments based on their interests and behaviors. Targeted emails to specific interests tend to have higher open and engagement rates.
Remember that email marketing can be simple and effective. Start with these three types of emails and you’ll have a solid base to build on. Happy emailing!
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