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How to send engaging emails that your list will love (and makes sales too)

16/7/2019

12 Comments

 
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So you know you need an email list. You've got one set up and ready to go. You've even got some subscribers! But the HUGE problem most people face? What do you actually send them? You want to provide value, you want to make sales- but you don't want to spam people or be a pest.

​Here's how to send wildly engaging emails that your list will love.
Before we kick into this I want to share a mindset tip that's helped me overcome some of my own blogging and email roadblocks.

​One thing I've learned over the years in business is not to let my past failings determine my future. If you've found blogging and emailing consistently a challenge in the past, acknowledge that as part of your history, forgive yourself for it (it's all a part of the journey) and learn from it. 

Making time to read about this today is your fresh start, a chance to start doing things differently and create the business that you will love. 

So, let's get started!

1. Start from the heart

Your readers have signed up to your list because they like you. They've seen something you've put out there in the world, and they want to know more about you. So don't be scared to give them that. 

You don't have to be vanilla online or in emails! In fact, the best way to grow is NOT to be vanilla, but to stand out somehow. Show your chocolate cookie goodness or your pineapple sass and give your readers some personality. 

They will feel more connected to you if they know, like and trust you as a person. You could do this by:

- including a personal image of you in every email
- writing in a casual tone as if you're penning your email to a friend
- reintroducing yourself in an engaging message to your tribe

You'll find writing from the heart, in a style that is ALL you, helps you stand out from the crowd, helps you write faster and resonates more with your tribe. So, start from the heart!

2. What's in it for me?

The number one thing your readers are looking for are solutions to their problem.

It’s ultimately why they’ve joined your list in the first place. Your opt-in solved a problem they were having and now they’re counting on you to continue to provide the solutions they need.

You can help them by sending:
​
Straight Information/ How To Posts

Similar to a blog post or article, these emails answer a question (much like this blog does) your readers have and gives them the info they need to move to the next step.

You could start by brainstorming 5 of the biggest problems that your audience commonly faces and sharing your best tips with your readers.

Don’t ask for anything in return; just send them the info they need. By offering these information only emails, you’ll show your list members that you’re not just another marketer trying to sell them something.

Instead, you’ll be seen as a valuable source of information (and your open rates will improve, too). You don't need to sell every single time- this is about building a relationship with your people and showing them that you care.

Before and After Posts/ Inspiration

This is a great one for any type of business- case studies of success stories from your customers, what life was like before they used your product and how your product has helped them reach or get closer to their goals. 

If you're a product seller, before and after photos are a great visual tool that can really quickly give people an idea of how your product can transform. ​

Offers

Of course, that doesn’t mean you can’t ever sell anything to your list. In fact, since your readers have trusted you to provide them with the very best information available in your niche, it’s important that you DO create and send them offers.

They need your expertise and have told you they want more from you by signing up to your list. So from time to time be sure to include these offers in your mailings.

Remember that you will successfully sell more if your offer presents urgency. Limited only number available, only available for a limited time frame, limited time discount, bonuses etc all help to get your readers off the fence and taking action.

3. Create warm fuzzies

How you make people feel should never be overlooked. As the creator of an email list, you're building a community of people who share common goals, fears and emotions.

Sometimes, the simplest way to help them is just to make their day better. Think about how your could make your list a special and fun 'space' to be a part of. You could do this by:

- sending the occasional fun .gif to cheer up your audience
- sending a message of unity and encouragement
- connecting people with each other by holding a fun free event online​

or sending them a freebie that they'll love. 

Ultimately remember that the person at the end of your email is not a number on your list. They are a person. They have a life, they have challenges and they have problems they are trying to solve.

If you always ask yourself before hitting send- is this going to help make their life easier or their day better?- and the answer is yes, then you won't go wrong. 

4. Take shortcuts

You don't have to send a long form email that takes three hours to write and cleverly integrates your brand message, engaging content and a sale all in one go. 

Thank goodness! Because if you did you'd likely never press go!

Give yourself permission to lean on your blog, your videos, your other platforms and simply point people in that direction using engaging images or short snippets of copy in your email. 

Remember, everyone's busy so if you're audience knows you're straight to the point and don't waste their time, they might just check in with what you want to say.

5. Know your audience

One of the biggest and most forgotten about factors here! Check your stats ladies! No matter how many engaging 'how to' emails I send, I KNOW that when I send an email about a new way to promote your business to our community- it get's opened. 

My audience wants many things but one of the biggest pain points is needing more sales. So when I offer a solution to that- people click. 

Closely measuring your open rates will help you understand your audience better and what those big, action taking pain points might be. So don't forget to analyse before you create!! 

Let go of fear

Finally, as we all know, perfection doesn't exist. You're a solopreneur not Apple or Nike. Sometimes, even the big brands get things wrong. So you know, just be you, do you.

Show up as your authentic self, let go of fear- don't worry about that ONE person who might not like what you have to say.

Instead, focus on the one whose heart is going to be happier from reading your email. THAT is the person who wants more of the authentic YOU that truly shines, THAT is your customer and that is the one who matters. 

So go on, they're waiting for you- get that email out there!
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PS- tell me in the comments what your latest freebie is- we'd love to check it out (and don't forget to LIKE this post below if you've found it helpful so we know to create more like it- thank you!)
12 Comments
Alisa Higgins link
17/7/2019 04:37:45 pm

Great post Rach. Know your audience is crucial! I have a list of pain points that my customers have told me pinned to my wall as a reminder when creating content :D

Reply
Rachel
18/7/2019 07:32:05 am

That's such a great idea Alisa! I love sticking things on the wall around my desk too. Such a great reminder of the important things to focus on.

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Rowan Fletcher link
17/7/2019 08:42:17 pm

I've been working on email content lately and this read has given me some extra tips! Thanks Rach.
Keep you posted on the results in the coming weeks =)

Reply
Rachel
18/7/2019 07:32:52 am

Sounds great Rowan- you're welcome to share a link to your sign up form so we can follow you!

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Yasmin Farry link
19/7/2019 06:23:04 pm

I've just created an opt-in form with the Free lead magnet - Your Clean Guide. Everything You Need to Know About Transitioning to a Clean Beauty Routine.
It took a lot of work to get this together, but am pretty stocked with the outcome. Pippa from Shout & Co, who is also part of this group, helped me put it together. It then triggers off an email flow. It's early days yet... so haven't seen much traction, but am hoping too.
Thanks for the advice in the email Rachel, I think I've almost covered most of your points, and will implement the others for my regular newsletter emails.
Many thanks
Yasmin

Reply
Rachel
22/7/2019 09:22:59 am

Oh wow Yasmin that sounds so cool and how cool that you've worked with Pippa she's amazing!

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Jenny Latto link
19/7/2019 07:07:14 pm

Appreciate the information, some great ideas there. I have a freebie for 30 free content ideas for Facebook. Sometimes coming up with what to post can be problematic if you download the freebie it will help you out

Reply
Rachel Lewis
22/7/2019 09:23:43 am

Oh yes that's a great one- sometimes picking a topic is the hardest bit!

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Maria Walker link
21/7/2019 03:24:06 pm

Great read thanks Rach and will definitely take that on board. We run wellness events for Mums, as you may know Mums put themselves last when it comes to booking or purchasing things, so been trying some carrots like early bird pricing, prizes for entering early and still haven't got it quite right to see big take up from them. Will keep trying with some tools above :)

Reply
Rachel Lewis
22/7/2019 09:24:47 am

Events can be so hard especially with Mums- you're so right we put ourselves last so convincing us to get out that door can be hard!! Compelling copy might be your best friend. Good luck!!

Reply
Louise link
24/7/2019 09:26:13 am

Thanks Rach, another great article with lots of helpful advice. Knowing your audience is so important for all aspects of marketing!

Reply
Rachel
24/7/2019 09:44:20 am

So pleased it was helpful!! I find I need to be reminded of these things over and over again so it's good to put the words down on the blog and remind others too! Have a great day xx

Reply



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