In today’s sophisticated consumer market, setting up a freebie opt-in and sending an email newsletter just isn’t enough to develop each lead’s relationship with your brand.

At the very minimum, you need a highly-nurturing Welcome Sequence providing personalized touchpoints in the first days of brand exposure.

But if you want to truly set yourself up for consistent, month-over-month growth, this guide is here to amplify your email strategy + generate consistent warm leads for your business.

Because simply,
The days of the ‘Social vs. Email’ debate are done.

And it came down to:
Email is owned by you, social isn’t.

(So we don’t even need to talk about the massive risks of algorithm fluctuations, 24hr expiring content, and the huge number of entrepreneurs who’ve lost complete access to their accounts (some with millions of followers) and never got them back.)

That’s why, keeping your Social Media channels for lead generation and nurturing can support your overall efforts – but leaving it as your primary marketing machine means that you’re entire business is at the whim of something you can’t control and no one can predict.

If you’re still not convinced, let’s let the metrics speak for themselves.

The Power of Email

If you have 500 followers on Instagram.

​​→ You post something, and the algorithm shows it to 2-10% of your audience.

​​→ That means, if you’re lucky, your content is being shown to 50 of your followers.

​​→ (And bear in mind, not everyone who sees your content will like and engage every time).

Whereas with an email list…

You have 500 people subscribed to your email list.

​​​​→ 100% of them receive your email in their inbox straight away.

​​→ With an open rate of 25% (a standard average across industries)

→ That’s 150 people opening and reading your email BEFORE you’ve even optimized your subject lines to get 30 – 40% open rates.

Plus, the benefits of email continue to compound:

With a healthy list, leads are more engaged and click through at higher rates on email vs social media. Especially if your audience knows that you send regular, value-driven emails their way.

3 Steps to a Healthy, Engaged List (that I still practice today)

1. Start with value as your core driver 

Every email has the potential to make a sale, so if you’re delivering consistently useful information and creating micro-wins for your audience, it’ll make them all the more likely to come back and keep consuming. You don’t have to solve every single one of their problems in full – start with what you can help them with right now.

Just remember that if you SELL, SELL, SELL, people will UNSUBSCRIBE, UNSUBSCRIBE, UNSUBSCRIBE – so you need to balance this out with real, valuable, entertaining content.

Which leads us into…

2. Pack your emails with personality

Nailing your email marketing is about making a real human connection with your audience. You want them to feel like the two of you are swapping advice and stories over a G+T in real life.

They need to understand who you are, what you stand for, what you like, and more importantly, they need to feel like you understand them. 

3. Get strategic about what you’re sending

Every email should have a goal that you’re nurturing leads towards. Do you have a current offer that you can sell? Do you want them to book a call with you? Or do you have an upcoming offer in the pipeline that you want to start educating them on, so they’re ready to buy when it’s launch time?

Think about the aim of each email and write with purpose. 

4. Automate your emails

One of email’s most powerful features lies in automation – creating funnels that take your leads methodically through the Stages of Awareness, Nurturing & Selling all within one email sequence (aka Evergreen Funnels).

Then, once you’ve designed an entry point (Facebook ads, Lead Magnet, Low-Ticket Offer) the whole process is triggered and you just wait for the Stripe notifications to come in.

It’s worth noting though, that while there are endless, clever, complex ways to design funnels and email sequences, I recommend getting started on these two:

1. Lead Magnet → Email Welcome Sequence (With a soft offer if you want)
   
   
2. Lead Magnet → Tripwire  → Your Offer → Email Sales Sequence
   

With these set up properly, you can walk away and watch your email list (and revenue) grow without much additional work from you.

How to get started with intentional Email Marketing:

• List out your next 3 business goals. This could be securing more clients next quarter, or launching a program in the next few months. Once you write them all out, circle the goal that is most pressing.
  
  
• Come up with weekly newsletter ideas around that key goal that you can start sending out to your list to establish yourself as an authority in their mind. Think stories, entertainment, value.
  
  
• Focus on nurturing readers through the phases of awareness (detailed in this podcast episode) in the 6-8 weeks prior to any promotion and prepare your list for the offer you have that’s upcoming, before opening doors with personality-driven, strategic sales emails.
  
  
• Don’t be afraid to experiment! Once you get into the habit of sending regular, nurturing emails, play around with different ideas and see what gets more opens and clicks. Adjust, and keep going.
  

Remember, you don’t have to have thousands of people on your list to effectively make sales. During my first 3 months of starting an email list, I had 98 subscribers – 5 of whom later became high-ticket clients that collectively brought in over $20,000 in revenue.

Just be helpful, educational, and intentional about what you send – email marketing is a powerful tool and without it, you’re missing out on an easy opportunity for more consistent leads and income.

If you’re not sure where to start, take a look at ActiveCampaign, one of the best, no-fluff email marketing tools out there (with tutorials + incredible tools tucked away for when you feel more confident).

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