I’ve been on a roll with talking about Email Marketing of late – and today’s blog is an extension of that theme!
If you haven’t yet seen my other blogs about Email Marketing, do yourself a favour and have a read:
- Email List Building for Small Business
- How to Get Your Emails Opened and Read
- Email Marketing and the PS
Last week we talked about email marketing, and the importance of a carrot – aka a lead magnet.
That thing you give away for free, that’s worth it’s weight in gold, that your audience is willing to give up their email address, for your ‘thing’.
Here is the link to the blog in case you missed it: Developing a Lead Magnet
Today we are taking the next step in that process.
The person has taken the carrot, they want your lead magnet and given us their email address
SO – what does the strategy look like from here?
Someone has signed up to your email list and now you need to send them what they wanted!
This, my friend, is the bit that sorts the serious business owners out from the “I’m not sure how this works” business owners.
What you do here – in the delivery of your lead magnet can have a HUGE impact on your ability to forge a relationship via email.
Because this email delivering the lead magnet you’ve offered, will be, I guarantee you, the MOST OPENED EMAIL you will ever write!
Why? Because they want it! They’ve said, “Give it to me!”, and are now waiting for it to arrive in their inbox.
Which is why, if this process isn’t automated, you are on the back foot before you even get to say hi!
Lesson 1 – Immediate Delivery.
What am I talking about with Automation (aka Immediate Delivery)?
Great question. Basically, if you have a lead magnet – no matter what it is – and someone has filled out your form and asked for it, as soon as they click “send it to me” or whatever your button says, it should trigger your email program to send it immediately – and I mean IMMEDIATELY!
All email providers, even free Mail Chimp offer this “immediately send” action.
Please don’t make your new found fan wait!
It should arrive to them whilst they still remember they asked for it!
Because we are all busy and if it’s 10 minutes, 10 hours or even one day later, after they’ve given their email in expectation of your “thing”, then it’s possible that they have already moved on and lost interest.
Lesson 2 – This email content is super SUPER important.
You have an email going to their inbox and there is almost a 100% chance they will open it – so what do you want to say and more importantly what do you want them to do?
In this email we want to extend the value of the freebie, dial up your expertise and authority, give value, deepen the relationship AND have a call to action. As a refresher, the call to action is that bit listing what we want them to do after they have read the email.
All that in one single, non-salesy, nurturing, friendly, human to human marketing email!
My emails aren’t perfect – they are a work in progress, but to give you an idea, here’s what my email says, if you download my 108 Social Media Content Creation Ideas freebie (which you can get HERE)
Hey Insert name!
Well, aren’t you just an awesome business owner!
So, you need some social media content ideas? Who doesn’t!
Congrats on downloading the 108 Social Media Content Creation Ideas.
Being not only active, but consistent, is definitely key to engaging with your audience on social media.
Constantly coming up with original content can be the biggest stumbling block for many small business entrepreneurs – which is precisely why I gathered all these ideas and put them in one place.
Make sure you print out the 108 Ideas and hang it in a place where you work and can look at when you need that inspiration for content creation!
Here’s to no more writer’s block!
Enjoy, now go make awesome content for your audience and remember BE SOCIAL ON SOCIAL MEDIA, after all that’s what it’s all about!
So excited to stay in touch, Jenn
PS – If you’ve scrolled to the end for a quick overview (you’re SO like me!) – so just click here to download the 108 Social Ideas – but make sure you print it – Okay?
Lesson 3 – What does the email that delivers your freebie/lead magnet say?
I really, truly hope it’s more than “here you go – thanks” – because that’s what I see so many business owners doing.
If that is you then please make fixing it and writing your audience a fabulous little delivery email a priority!
Lesson 4 – The Welcome Sequence
Of course, the first email is just the start.
We then need a create a welcome sequence after that.
This is a series of emails with micro conversions that will help you sell your program/offering/product later.
Most businesses usually stop at one confirmation, here it is, email.
BUT to stand out in a crowded marketplace, you need to be different and continue to strengthen your relationship and nurture your new bestie via email!
So, if you already have an email process, here are your action steps:
- go and check out your delivery email or emails
- make sure they are the best they can be to deliver the best user experience to your email subscribing newbie
Or, if you don’t have a welcome sequence set up yet, or not sure about it, the best way to start is to subscribe to some freebies other people offer.
Subscribe to each, put your marketing hat on, and watch the sequences – watch how they play out in your inbox.
So there you go – four lessons to help you build a great WELCOME to people onto your email list!
In the meantime, though, head into my private Facebook group – Like Minded Business Owners and let me know if you have any email marketing questions! Or send me a DM on Instagram or an email email@example.com
ABOUT THE AUTHOR!
Jenn Donovan is a marketing strategist and social media extraordinaire, coach and mentor to savvy business owners. Owner and Founder of Social Media & Marketing Australia.
With a passion for making business simple, because it’s isn’t easy but it should be simple or at least simpler, she’s built a reputation for helping other small business owners simplify their marketing and businesses so they can reach their goals, be more profitable and live the dream (finding the freedom they set out to achieve when they started … the illusive small business owner freedom dream …!)
Jenn believes in giving before asking and that’s why she’s the host of the popular Small Business Made Simple Podcast.