Blog posts, Facebook shares, Instagram stories and Pinterest keyword descriptions – the list of content you need to create feels endless. And now all the gurus say you have to send emails, too?
If you’ve been around BYG long, you know that I believe in e-mail. It’s not just another channels that requires content creation. Email is the opportunity to connect directly with each individual, to know their name. With so many choices on where to spend their online time, that kind of connection is precious.
Because it’s so important, we must respect our audience by providing as much value as possible. That means your email? It needs to move beyond sending your latest blog post. Let’s get started with 11 emails you can send that are better than your just-published post.
What you’re loving
How are you solving your problems? Consider the small, daily frustrations your audience is experiencing. If you can offer them a simple, straightforward solution, it builds trust and their sense that you understand.
Focusing on small, immediately actionable tips that would make your audience’s life easier. Share how you implement the strategy you’re sharing and remind your list that you provide useful information!
Tell them where they can find you
Are you being mentioned on other websites, podcasts and social media accounts? Share those links with your list. When other’s trust you & highlight your expertise, it builds a sense of authority. Plus, those clicks from your audience on feature opportunities build the traffic & your value as a guest.
Leverage Old Content
I know – I said up at the top of this post that we’re not sending your latest post. But, that’s not quite the same as leveraging old content. Once you’ve been blogging for 6 months or so, you’ve built up a library of great information. Were all your list members there when you published those early posts? Probably not, which means that old content is new for them.
That doesn’t mean you just send them a link, though. Take a little time to repackage it. Put together an introduction to the topic and link up multiple blog posts on related subjects. Or, use an older blog post and reformat it into the email itself – all value, straight to the inbox. Create a tool to use with the background information provided in the blog post. Get creative in all the ways you help your list!
Highlight someone they would love
Those people you enjoy reading, hearing from, and learning with? Your audience might enjoy them, too. And they’ll appreciate you for sharing. Reach out to do an interview on Facebook Live (then embed that video in your email). Share a freebie that you found helpful or a social media account that brightens your day.
This is also an excellent way to connect with niche leaders. When you connect them with your audience, they just might share you with theirs!
Send a video
I mentioned sending an interview video, but you can also use video to tell a story or teach something. Keep in mind that there are a lot of different learning styles out there & not everyone loves reading long or detailed emails. Shake up how you offer that information.
We do an awful lot of our learning from making mistakes. I struggled with how to connect with my list for the first several years I blogged. It was incredibly inconsistent. It wasn’t until I realized that I hated all the template emails I was receiving that I decided to shift my thought process. Email wasn’t something that fit neatly into a 1-2-3 plan – it is all about relationships. That shift? It changed my email stats, boosted my traffic and catapulted my affiliate income into a cornerstone of my income generation.
Sharing lessons like that builds trust and a sense of community. We’ve all been there.
Your audience wants to know that you are listening. Answering their questions should be a regular part of your email rotation, It’s useful because
- Mentioning your readers makes them feel good – especially when you can mention them by name. Someone asks a great question on your Facebook page? Perfect, share that answer with your list because you know that someone else is wondering the same thing.
- You don’t have to guess what your audience wants – they’re telling you! Blog smarter, not harder.
But your readers aren’t asking questions?
No problem. First, start asking them what they need information on. Invite them to hit reply to your emails and let you know what they’re struggling with. Also, look around on the internet. What questions are being asked in the groups where your audience hangs out? Go ahead and attribute them to an unnamed reader.
Celebrate others’ success stories
It’s natural to want to shout from the roof tops when you have a big win, but do you know what makes an even bigger impact? When you celebrate the wins of other people, it brings an atmosphere of community and support.
Whenever someone mentions an achievement, take a few minutes to shoot them a message or email and ask if they’d be okay with you cheering them on. Everyone is more likely to share your awesomeness when you’re doing the same.
A peek inside
Whatever your primary topic, as your readers get to know you, they want to know more. Pull back the curtain now and then to give them a little insight into your life on the other side of the computer. Share how your balance your business & self-care. Talk about what else you do when you’re not on the computer. What would you love to know about the people you admire?
Whenever you can, throw in a little extra for your readers. Your list should be where they get something extra! They’re already signed up, so when you make a content upgrade for your blog post send it straight to your list with a little extra insight on how to use it.
What it all comes down to? Your list should get more. More than your readers, more than your social followers – because why else would those people sign up for your list if it’s not?