Fill Out Your Email Marketing Content Without Filler: How to Make Meaningful Daily and Weekly Emails

Email marketing deserves your attention. Every email you send needs to be a step forward in educating your customers and helping them become more comfortable in your industry. If the leads on your subscription list don't feel comfortable choosing between different products or discussing the details of your niche, then they aren't going to make many purchases. Every email should be educational, entertaining, and another element of proof that you're a subject matter expert.

But emails can be even more than that. They're a direct line of communication between you and your most likely prospective customers, and, according to Forbes, they're one of the best ways to get leads. In fact, a good number of your subscribers will already have made a purchase from you. That means you have an interested audience to tell about your new features, upgrades, and upcoming events. Weave your promotions into customer-centric content to continue building that relationship.

The keyword there is content. If you don't have meaningful information to give your leads, you shouldn't be talking to them just yet. Here are four ways to ensure you always have that high-quality content your customer personas are looking for.

1. Use external sources and article links to build trust and authority.

Mailing lists are all built differently. You might have an email course that is 100% your original and educational content. You might have a daily or weekly email that shares thoughts and ideas to keep your community tied together. But if one of your email lists is strictly devoted to industry updates, you can include links to external articles and white papers.

While you want the majority of embedded links to direct traffic back to your site, sending it elsewhere is also good for business. Referencing industry experts and thought leaders better establishes your company as a knowledge base in your niche. It also helps educate your audience; a knowledgeable consumer is more likely to make purchases, and they are more likely to purchase from you if you're involved in their education. 

What else can you do with external content?

Build resources pages over time.

All audiences want their content curated for them. Instead of searching iTunes for all of the podcasts with a given topic and manually filtering through each one, listeners would rather search for recommendation lists. Instead of learning every facet of a marketable skill like coding or spreadsheet functions, people who want to improve their resume would rather have an organized course and list of vetted resources.

As you search for the right external content for your newsletters, you're going to come across resources that you think do an excellent job of explaining something technical. There are also going to be articles that resonate with your audience. If you're analyzing how to readers interact with your emails' links, you know what content your audiences prefer. So make a living list on your website.

Having a resources page won't stop people from joining your mailing list. It will encourage visitors to convert to leads because your company is providing value. External resources won't even stop visitors from reading your own content that covers the same topics. In the age of content consumption, visitors will binge on all available content over a topic.

Build ties with other companies adjacent to your niche.

So far, we've only talked about the benefits for your audience. But when you're linking to other people's content, you're benefiting them, too. Luckily, the Internet is not a zero-sum game. You're not giving them traffic at the expense of your own site. You're increasing the total amount of traffic, and everyone is benefiting.

To maximize your benefits, reach out to the people providing good content. Talk about the possibility of guest posts, with you providing content for their site and vice versa. Not only do link sharing and guest posts provide good feedback for search engine algorithms to read, you're building connections. Look for companies that provide adjacent services, rather than direct consumers, so you can also benefit from each other's leads without competition.


2. Know the future: build enthusiasm and customer knowledge for future events.

At the end of the day, email marketing is marketing. Creating good content and empowering your readers is certainly part of that, because knowledgeable leads turn into better buyers. But emails are also the perfect platform for promotional content. The readers have already demonstrated that they're interested in your company and they trust your expertise. If you have a new product release coming out or a future event, then you can prepare your audiences.

Sometimes your messages will be directly promotional: discounts, previews, and demos. But your email content can also be indirect. If you have a new product that solves a new problem, then talk about that problem. Your previous content may not have addressed the topic because you didn't have a ready-made solution, but now you can help your readers find the true cost of the problem, how to protect against it, and how different products or services help.

Prepare your audiences for future events with the same knowledge immersion. If your company is going to be at a tradeshow for a specific topic, talk about the subject in the weeks leading up to the event. This doesn't mean readers will be bored of the topic; it means it will be on their radar and they'll want more details. If you or someone from your company is presenting at an industry event, you can do the same thing so your readers feel like they have the inside scoop.

Each of these strategies reaches out to different audiences at different times. They use different tools, and they make use of content in different ways. But they all have the central premises in common:

  1. Plan out your emails ahead of time.
  2. Give readers the content they want, even if it's not fresh off of your printing press.
  3. Use email marketing in conjunction with the rest of your sales and marketing strategies.

If you think it's time to revitalize your subscriber lists with inbound marketing campaigns, we're happy to help. Go to BOLD Worldwide for the latest trends in content marketing, subscriber differentiation, and reading your email list analytics.

Topics: Content marketing Email Marketing Writing succesful content content engagement

Email Marketing: 2 Must-Use Email Sequences that Will Keep Your Audience Clicking

Your subscriber list is the most important asset your business has.

It matters more than your products because anything can be sold online. It matters more than your services because nobody's services are unique. It even matters more than your selling process. If you had to start from scratch and you could only take one thing from your business, it should be your subscriber list. Everything else is reproducible.

That's why social media sites and websites, in general, can be sold for far more than the actual sales and advertisement profits seem to warrant. The sales aren't about the actual online infrastructure, even if they have unique algorithms or progressive learning bots. It's about the data and the brand: websites come with a prepackaged list of people who trust the brand, and that's valuable. Whether the buyer is after readership, influence, or eventual profits, they need a list of people who are ready to convert from leads to customers. 

Why does a mailing list matter so much for your business?

Just like mass media conglomerates want those terabytes of categorized consumer data, data feeds your business, too. Starting with cold customer traffic is expensive. The majority of your online visitors won't become subscribers, let alone paying customers. And that's okay, so long as they aren't consuming any finite resources. You don't want to spend too much time and attention on people when you won't recoup your marketing and content creation expenses.

But once people subscribe to your company's content, they're much more likely to make a purchase. Giving up their email address is a huge hurdle, and it means they trust your company to both not be a liability and to be valuable. The gap between them giving you no information and giving you their email address is much wider than the gap between giving up their email address and typing in their credit card number. That's one reason. 

The second reason is that you can now start to build profiles for your high-value leads. Your automated emailing system can curate content based on their history of opened emails. They can select which mailing lists they want to be part of. You can give them more and more targeted value so, when they have a problem that needs a paid solution, they think of your company first.

But getting them to subscribe is only the first step. You have to keep providing relevant, valuable content that gets them invested in your brand. Even a single misstep could result in an unsubscription. That means you need email strategies that will keep people clicking on your emails. 

Here are two:

1. Build routines with email-based courses.

People like learning information, especially if it isn't hard. Even just signing up for a course makes people feel more successful and accomplished or like they're gaining momentum on their goals. But most people also won't go back to a site to continue those courses, especially if the content is spaced out over weeks. That's why the email course format is so successful: the content is sent to them. There are fewer friction steps. 

Email courses are particularly adept at getting past people's refusal to give out their email address. 

  • They are numbered. Whether you have a five-email course or a thirty-email course, that number means people know to expect your emails. The emails have been invited into your lead's inbox and their day. Even if you offered the same content through a general newsletter, the course would be better received just because it was expected.
  • It's not a quid pro quo arrangement. Internet users know the general idea behind mailing lists. They give you their email address and, in exchange, you give them good content. The deal is settled and no debts are owed. But an email course is different. You're not asking for their email address as part of some sort of exchange. Email is just the best mechanism for the course, and giving you their mailing list is to their benefit. In the shadowy world of favors owed and consumer psychology, you still aren't square. That means your calls to action have a bit more power.

Email courses are also a great format overall. Educated consumers are better consumers because they feel more comfortable making purchases. If they're familiar with whatever tool or product you're selling and they know how to make use of it, there are fewer barriers to buying it. Even better, you've set yourself up as a reliable teacher. Your brand now carries authority.

2. Automate your drip emails so your emotions aren't involved.

Email sequences aren't just a series of email you create ahead of time so you have something to sed every week. They're a system of marketing that should be fully automated. Once you write the emails, set a schedule or a decision tree and walk away. 

A good reason to automate emails is that you're going to be busy. The fewer manual clicks and processes you have to operate, the better. But the main reason to automate your email sequences is that cold emailing is emotionally draining. 

A lot of your emails won't be answered. A lot of the follow-up emails you send to those same prospects won't get answers. When you're the one clicking send, you might think "What's the point?" and stop sending them. Or the fatalism of clicking the button and expecting silence will carry on throughout your day. 

With automation, you don't know who isn't answering every time there's silence. Sure, you'll see the percentages in a report, but that's different than frequent, daily reminders that people are ignoring you. The same is true with unsubscriptions. You don't need an alert every time a lead becomes a former lead. So automate the process and get on with your day.

No matter what email sequences fit your business, it's important to have a plan. A plan keeps your emails on schedule. It makes you create content that matches your customer personas. Even better, it keeps you buoyant when your emails are initially met with silence. Go to BOLD Worldwide here to start building email sequences and a strong reputation that will convert your prospects into leads and your leads into customers.

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Topics: Email Marketing email strategies

Nine Reasons Email Marketing Is Still Relevant

Many business owners know how important it is to market their business. They need new and repeat customers in order to become and stay competitive. While many still market their business the old way using print and television ads, more are learning about social media marketing and relationship building.

Email marketing is something that many business owners have tried and are using, though some say that it is outdated. Many question whether it works anymore. The truth is that email marketing is still a good way to get your business in front of customers (old and new).

Topics: Email Marketing marketing strategies digital marketing

5 Ways to Increase Your Brand's Email Subscriber List

Growing your leads list is the lifeline to your business.  The more qualified leads you have coming into your sales funnel, the better opportunities you create towards generating sales from these prospects. In fact, email marketing yields an average 4,300% return on investment for businesses in the United States. 

Focusing on building and nurturing your leads is a crucial component to creating a sustainable, long-term business online. Because email marketing is vital to your sports inbound marketing plan, we’ve gathered five simple tips to help increase your subscriber list for your sports brand to bolster your list building tactics.  

Topics: Brand Building sports marketing social marketing Inbound Marketing social media Email Marketing

Sports Marketing: 5 Takeaways From The Palace's Email Strategy

Email efforts have, and continue to play a vital role in sports marketing. Sports teams and brands alike use the medium as an easy way to communicate with fans, internal audiences, and other key stakeholders for the brand.

Topics: Brand Building sports marketing Content marketing Email Marketing fan development

5 Best Email Marketing Practices Sports Brands Can Use to Boost Engagement & Revenue

It doesn’t matter what sports industry you’re in. If you deal with prospects and customers, then the best way to keep in touch with them in your sports marketing is through emailEmail marketing works 40 times better at getting customers than Facebook and Twitter, and compared to other social media channels.  It’s a top strategy to deepen fan engagement, foster relationships with your followers and grow your revenue.  Without email marketing practices, you are leaving sales and growth opportunities on the table.

Topics: sports marketing Business tips Brand Buildng Email Marketing