Regular vs Promotional Email Marketing
Hi I’m Natalie Alaimo and together with my mum, Leonie, we teach people women how to build and market a business ‘on their terms’.
In today’s market, the ‘cookie cutter’ approach is leaving us feeling burnt out, overwhelmed and frustrated.
Success doesn’t follow one path, I truly believe that everyone can be successful doing things the way they want.
Today I’m going to try something a little different with my Facebook Live. I still want to deliver value but I want to aim for them to be shorter. So here goes…
Today I want to talk about one of my favourite topics – email marketing and more specifically regular vs promotional communication.
When most people think of email marketing they think of a newsletter, and you might be doing this now.
Each week, fortnight or month you send a newsletter to your audience that might contain a blog, video or some type of valuable information – maybe even an offer/ad.
Years ago I remember talking to a lady about her newsletter and each month she was determine to sent it at least month, which often mean on the 29th, 30th or 31st of the month she was rushing around attempting to get something, anything out.
Which as you can imagine isn’t great for her, most likely her family and of course her business. Our communication with our community needs to come from a strategic place that is aligned with our business goals.
Your newsletter is often called regular communication. Your audience needs to hear from you regularly and of course you should be sending it regularly.
This is where most people start with their email marketing and often where they finish. I know the pressure of a “regular” newsletter is killing most business owners.
And their regular newsletter becomes less and less while their stress levels are increasing.
A regular newsletter is absolutely essential (in my opinion) but it isn’t the first email marketing you should do. I could talk about formats of newsletters for hours and what is going to work best for you, but that information is for another time. And maybe another Facebook Live or video.
Because today I want to talk to you about promotional email marketing.
Promotional communication are emails that sell. Generally a series instead of a stand alone email. During the series you are building a relationship with your audience, sharing the benefits, providing value and selling your product/service.
Typically it’s between 3 – 10 emails depending on your sales cycle. If you are selling a $29 face mask you can potentially do this over one or two emails. Alternatively if you are selling a $2000 online course then you may need more emails in the series. And again if you selling offline – such as a house or car or a larger financial decision then more details over a long time frame is required.
You need more time and information to build the relationship.
One of the reason these are so effective is that they are sent to people who have expressed an interest in your product/service already. You aren’t just sending them randomly to everyone on your email list or anyone you have an email address for.
I’m sure you have seen an optin offer such as an ebook, cheat sheet or video. When your audience signs up for this they have said “yes I’m interested in this product”.
You deliver and then continue to provide more information about the same topic which leads naturally to your paid offer (or even an appointment with you to find out more). The actual structure will depend on what you are selling at the end.
When you are just starting out with email marketing, or if you have you been sending the regular newsletter for a while you must start using promotional email marketing series to sell more.
Create a simple optin – Cheatsheets or checklists are quick to put together in something like Canva. And then create 2 – 3 emails that provide value on around your product.
If you want to learn more about the specific types of emails you can send with real life examples, then I’ve got a free ebook – The 5 Emails You Must Be Sending To Gain More Sales. You can download it via my website nataliealaimo.com. There is a box at the top of the home page.
If you are struggling to get started, as you don’t have an opt-in you can still do this. Let’s say you meet someone offline and they express an interest in what you have to offer.
You can say to them, can I send you more information about this. Get their permission and then send them the series.
This allows you to “automatically” build the relationship and in many cases the audience pre qualifies themselves for your product or service.
If you haven’t already got a promotional email marketing series, I recommend downloading my free ebook – The 5 Emails You Must Be Sending To Gain More Sales from my website nataliealaimo.com
To have the whole series run automatically for you, I use the email marketing system called ActiveCampaign. Automations are easy to set up as they are very visual and you can see exactly what is happening.
Thank you so much for listening and I’ll see you soon. If you have any questions, leave them below and I’ll check back to answer them for you.