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If you know me, you know that email marketing is my first love *cue cheesy 90’s romcom montage*
It’s in the way you can build deep relationships with subscribers…
It’s in the way you can lazy sell your offers…
And most excitingly… It’s in the way you can get the f*ck off social media.
Because let’s just be honest – though the glitz and glam of social media is an appealing place to put all of your precious content, it isn’t necessarily the safest place to do so.
Let me explain why…
Social media is borrowed land. You don’t have any ownership over the account you create. At any moment, the algorithm
could will change. Your account can be hacked. The most important potential clients (or current clients) aren’t getting to see the bulk of the content you’ve worked so hard to craft just for them. Don’t get me wrong, I believe social media has its place in your marketing strategy and it’s great for enhancing your visibility when you have the right strategy in place, but its impact is far less than the way-more-impactful email.
Why? Well, for starters, your email list cannot be taken from you – it’s owned land.
And when you send out that email to all 100 people on your email list, it finds itself in all 100 of their inboxes. No algorithm, no burying, no account catastrophe.
Additionally, you can diversify what you send to who, catering specific campaigns to specific clients, then collecting data and adjusting accordingly. With social media, this doesn’t exist.
If all of this is hitting a little too close to home and you are tired of running on the social media hamster wheel feeling like as soon as you started getting this Instagram thing down, everyone’s saying you have to jump on TikTok – keep reading for a breakdown of The 3 V’s of an Effective Email Marketing Strategy.
You want to position yourself as the authority in your niche, right? Of course you do. That means knowing the problems, or ‘pain points’, of your ideal client, and being the trusted source of their solutions. You don’t need to solve all of their problems in one email (that’s what your services and products are for) but we can accomplish small wins here.
This looks like you regularly providing value to your clients by offering a relevant piece of advice that they can easily implement and quickly see results from. This fosters excitement to consume more of your emails (meaning higher open rates, click throughs, and potential for sales).
More than anything else, what connects you to your clients and cultivates trust between you, is your voice. The humanity and tone you bring to your brand that no one else has because it is honestly and authentically yours. Don’t lose that. When you rely on words as fillers instead of using language to tell your specific story, you create a lot of blank space with little room for relatability and impact. Your clients should feel like they know more about you with every email, and in turn, that you know them just as intimately.
Think of them as your pen pals, and these emails as connection generators. Don’t be afraid to go outside of the normal content parameters you’d follow on social media – use story telling and personality to let that voice shine through.
Last, but arguably most important, is the vision. Without the vision behind your marketing, the email road is a dead end.
When working on copywriting projects for the KC Copy Studio, I always start at the end and reverse engineer the results our clients are looking for. So the same is true here – I want you to work backwards. Be strategic. Every email and welcome sequence should have a goal that you are nurturing your leads toward. Is it to book an offer? Educate them on a problem that you’re going to launch a program to help them solve.
In knowing this goal and incorporating it into all of your email content, you are creating a dynamic where your clients trust your ability to identify their problems in a relatable way (voice) and offer proven solutions (value). This will lend to sustained (and eager) engagement with your offers and upcoming launches moving forward (vision).
As you can tell, email marketing is something I could not be more passionate about. If this is something you want to love too, but don’t know where to begin, my Elevated Brand Accelerator Program may be just the thing for you. There, we cover email and content marketing, building your brand authority, and so much more. I hope to see you inside!
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