How to write your emails and regular e-news campaigns

Emailing marketing is an effective, low-cost way to communicate with your customers, prospects and fans. It’s important that each ‘wave’ focuses on them, not cheers for you.

Inboxes are a special place to personally connect with your tribe and requires various factors to get good cut through.

Segment and understand your audiences

If you’re new to sending regular emails, a good place to start is to segment your audience. For example, you might be talking to and targeting small businesses, Government, HR people, Mums or CEOs.

Once you’ve got your lists, consider the pain points, as well as the gain points, for each group. For example, what do small business owners struggle with the most? What could they benefit from and how does your product or service fit in? Doing this groundwork makes it easier when you start to write your email communications.

Building your lists & frequency of emails

There are endless amounts of ways you can build your email lists but here’s a few strategies to add to your database.

The most common ways are to capture subscribers from your website, encourage your social media followers to sign up to your lists, and being intentional about requesting email addresses. For example, at events, in webinars, in return for downloads and through social media ad campaigns.

It’s important to consider the ladder of loyalty. How will you take the people on your list and nurture them from prospects through to customers, fans and advocates?

Aim for consistency, not frequency. Get to know the needs of your list. Play around with how often you send it (monthly, fortnightly or weekly), consider when they’d prefer to receive it, then commit to a time and day. Do you have events to promote, an important message to share or resources people can use right now? Your content should help dictate the frequency.

Start with your end game in mind. What is the action you want your customers or prospects to take? Get in touch, book a session or buy a product? Once you know this, you can reverse engineer your communications.

Crafting your emails

There are plenty of ways to create your emails. Do you have an active social media presence? Maybe you’ll pull some of the popular posts and share in an email – or the other way around, by chopping up an email into multiple, bitesize messages for socials.

Pull up a Microsoft Word document and create a skeleton draft that has a subject line, three or four headings, and a call to action (CTA). Leave the subject line to the end because this is the most important part.

The first heading will cover the introduction. Write this in ‘you’ and ‘your’ language to capture attention. A good introduction should ‘get into your mind’ by bringing attention to something you’re thinking about or struggling with.

The second heading can make the connection with what you do and how your product or service can be a solution. For example, you might want to share an article, event or project that’s relevant.

The third heading can be a message that makes a promise and further bridges from the problem to your solution, such as sharing a past customer story or testimonial, hints and tips.

The final heading will be the call to action, which gently prompts them to do something. Include an email signature and social channels, as well as a P.S. or P.P.S. as a fun little hook at the end. For example, ‘P.S. Here’s the link again.’

Once you have the body drafted, write the subject line. Don’t be afraid of the length, as longer subject lines can work well. Check out any commentary in your social media and see if you can pull a gem of a line from there. For example, ‘Re-start up your networking’ or ‘Name, get your time back.’

Effective subject lines are relevant, non-cheesy, and spark curiosity. If you map out your skeleton email to reference a pain point, talk about where they’re at, and the possibilities of where they can go, it shouldn’t take you longer than an hour to write. Speak directly to your audience, like you’re chatting, one-on-one. And yes, please show your personality.

Always ask yourself: Is this something I would want to read?

Need extra help with your email marketing? Book a free one-on-one coaching and mentoring session with the Australian Government funded Entrepreneurship Facilitator Service.

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