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Four decisions to make for your email marketing strategy

“Ope, I have to create my email for my subscribers. They like to hear from me!”

*Stares at an open word doc for 10 minutes before opening TikTok*

Yes, creating an email for your subscribers is hard work. You don’t want to annoy them, but at the same time, you want them to open your email. You want to pitch them something without sounding too salesy. It can be a tricky balance, but it gets easier after a bit of practice.

The two most important aspects of email marketing are content and consistency. You need to create excellent content that is equally captivating and converting. There are so many different tactics and approaches to use when creating content and how to present it. And you must be creating content consistently. If you consistently produce valuable and relatable, your subscribers will be looking for said content.

Yes, consistently good content will create loyal subscribers that look forward to your emails popping up in their inbox. While I sit here and boil down a whole industry into one sentence – it is anything but simple! I cannot dive into a comprehensive email strategy in one blog post because it would be LONG. So instead, here are a few suggestions for you.

Determine your Frequency 

Look at your time availability throughout the week or month and determine how much you can handle. Good emails take time and thought, be realistic. It takes me a few hours to create an email from start to finish. It isn’t something you make “really quick.” Whatever frequency you decide, stick with it. If you want to do a monthly email, then rock it! Provide a month’s worth of awesome content in it. You can do a quarterly email and make it chock-full of insights and goodies. The more consistent you are at showing up in the inbox at the expected time, the better.

Set up a welcome series 

When you select an EMS, please look at one that offers drip campaigns or automations. This allows you to create an automated series of emails to welcome your new subscriber. They will learn about your values and services without being hit with all your marketing messages right away. It is a beneficial way to slowly integrate them into your subscribers. You want to be sure that this group is separated from the rest of your email list so you don’t inundate them with marketing while they are still getting to know your business. (Would you be interested in learning more about welcome series? Y/N)

Build your strategy around 3 goals

There are so many ways to use email marketing, and it varies from brand to brand. And when your executive function wears out before it comes to email writing time, relying on your 3 main goals will make it easier to build your content. These goals can be as simple as “inform subscribers about new blog posts or products we added to our website.” Or “engage and connect with subscribers on a deeper level.” And from those two goals, you know you need to create a slightly deeper emotional appeal about the new product you added to your website. Maybe a quick explanation of who you made it for and how you hope it will help them. Building content around three goals helps you establish limitations to avoid becoming overwhelmed.  Setting up these boundaries will allow you to focus more and get these emails done!

Develop and implement lead magnets

In every email marketing strategy, there must be an acquisition piece. You run the risk of losing subscribers with every e-blast you send out. There needs to be a method to draw people into your email list in various ways. If you read my Lead Magnet Post, it explains what a lead magnet is and why it is important.

Long story short, if you are not growing your email list, it isn’t healthy. You can create a simple offer to send out to people as an incentive to sign up for your list. Lately, this has been classified as “bro marketing,” but in my opinion, it only becomes “bro” or coercive if you do not tell them upfront to the subscriber. 

And there you have it! Four actions to take to create a simple and actionable email marketing strategy! You will need to take some time to think about what we discussed, but it will make your email marketing easier. It is hard to sit down and “come up with a strategy” because you don’t know what you’re doing yet. But as you continue down this path, the strategy will become clear. But you have to start somewhere!

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