#188: What To Send Your Email Subscribers

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In This Episode

Do you have an email list, but are unsure what you should send to your subscribers? Or maybe you have noticed that you aren’t getting as much engagement with your emails as you used to?

I will be exploring the different types of emails that you could be sending to your subscribers, to boost engagement and ultimately lead to more conversions. HOWEVER, none of the email examples I will be walking you through feel particularly sales-y at all, and I will show you why this approach is more effective at capturing the interest of your subscribers.

Let’s dive in!

Understand The Needs Of Your Subscribers

The first step in creating great email content is to understand the recipients of the emails you are sending.

It is very important to keep in mind that not everyone in your email list is ready to buy yet and that some of your subscribers might not even know if the product or service you are offering is the right solution for them.

You also need to remember that all of your email subscribers are at different stages of the buyer journey. Some will be in the early curiosity stage, just wanting to learn more about your brand and what you offer, whilst others will be at the intent phase, ready to make a purchase.

In other words, not everyone is ready to buy when you are ready to sell.

What this means for your email content is that you want to take your subscribers on a journey from their early research and curiosity stages to their intent to purchase. This is commonly known as an indoctrination sequence and there are a few different types of email content that you can include to help move your customers through this process.

Case Studies: Demonstrate You’re Awesome

The content you should be sending out to your email subscribers should demonstrate how great you are as a business.

Using case studies helps to highlight to your email subscribers what value your business can bring to them. The key to writing successful case studies lies in four aspects: keep it fun, use mixed media, including video where possible, make it interesting and write in plain English. It also helps to phrase case studies as ‘How-To’ examples, to help capture the interest of your subscribers.

Sending case studies is a stealthy way of selling via your email marketing content, as you are selling your business based on the outcomes it has already achieved for other customers, rather than directly calling on new customers to make a purchase.

Objection Handling Material

Every single business in the world, no matter what product or service they provide, has objections i.e, the reasons people won’t buy what you are selling.

One of the things that you can do with your email marketing is to handle these objections directly, using stories to show how these objections can easily be overcome.

You should brainstorm the top three objections your customers have to your business, and write email content on them.

Top Tip: Put the objection as the subject line of your email. For example ‘It’s too expensive!’ is an intriguing and compelling subject line that will resonate with a lot of your subscribers.

Tutorials and Guides

Tutorials and guides are fantastic content to send your subscribers for two main reasons:

You can sell your products and/or services directly through the tutorials and guides.
They demonstrate your credibility as a business.

You can either host your tutorials and guides on your own website or you can host them on other people’s websites.

It’s really important to create tutorials and guides that are relevant to your email subscribers and that will help them to get closer to their goals.

Find Out More

Watch or listen to the video or podcast to gain further insight into what content to send your email subscribers. If you want more digital marketing suggestions and advice, then request a free review of your website via this link: https://exposureninja.com/review/


00:00 — Introduction
01:20 — Understand Your Subscribers
03:20 — Case Studies
10:09 — Objection Handling Material
12:17 — Tutorials and Guides

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