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And if you're on the hunt for some top-notch email marketing strategy and conversion copywriting tips - you've come to the right place!
We work so hard to bring in new faces to our site content because that web traffic metric impacts a lot of things — your ad revenue, sponsored content rates, shop purchases, etc.
And sometimes it can feel a little desperate…
But have you considered the value of keeping your current fans happy and coming back for more?
You know that 80/20 rule, formally called “The Pareto Principle“? Well, it says that, “in general, 20% of your customers represent 80% of your sales.” (source: Forbes)
If you spend more time engaging with that 20% of your audience that makes up most of your sales, you’ll get better results with less work.
But how can we do that?
It’s a simple, although often overlooked, opportunity to achieve continued, consistent web traffic: improving engagement with the readers already on your email list.
Your email subscribers signed up wanting more, right? Well, let’s give the people what they want!
With my client Ashley, we saw an uptick in live broadcast emails (also called newsletters) open and click-through-rates — from doing little more than adding a welcome sequence to the new subscriber journey before they started receiving those emails.
Because subscribers are most interested in your content when they first sign up for your email list. It’s a pretty intimate thing to share your email address, isn’t it?
The Welcome Sequence provides a prime opportunity to connect with new subscribers right away — to roll out the red carpet and give them a little “housewarming” gift of all the best things you have to share with them.
Timeliness in giving them what they want when they want it
Identifying that you understand their needs and desires
Connects the dots between where they are and where they could be
Promises how you will support them in their journey
Introduces why you are a trusted source
Spoils them with “gifts” of helpful resources
Some call this a newsletter, others a campaign, while ConvertKit users call it a broadcast. Whatever you call it, this email is part of nurturing your list of subscribers and reminding them you’re here to help and have resources to support them.
Remember: These emails are not intended ONLY for launches or product promotions. You can’t sell to your readers all the time (we know what it’s like when that one person calls, and you just knoooowwww they want something from you — it’s not fun.)
Instead, it’s important to continue to give and share generously with your list, both before and after a product or service launch.
Newsletters give you the opportunity to do this.
Consistent, live content continues to nurture your email subscribers through:
Ongoing “touches” with your audience, whether you commit to sending a weekly or bi-weekly newsletter that improves your reader’s life or business
Creating a regular flow of traffic back to your site by linking to blog posts, videos hosted on your site or product pages
Making it easier to sell or promote products to a warm audience (and NOT hitting them with a sales email when they haven’t heard from you in months)
Commit to a schedule of sending emails to your list on a regular basis, whether that’s weekly or bi-weekly. Consistency is key.
This can also include RSS feed emails! I believe there is a time and place for RSS feed emails. Sure, they’re not as customized as you maybe want just yet, but they’re getting your content into the inboxes of your readers on a consistent basis — so that’s a win!
The ongoing evergreen nurture sequence is my *secret sauce.* It’s also called an “endless broadcast.”
— taking a load off of your mental plate, because you know your new subscribers are hearing from you, even if you take the month off!
An endless broadcast is a sequence of emails that you’ve already sent out or shared through your live broadcasts — but it’s set up as an automated sequence that goes out to new subscribers after they’ve completed your welcome sequence. It’s a seamless transition from welcome to ongoing content, so you don’t have to sweat when they last heard from you.
The content in an endless broadcast must be “evergreen,” which means that it will not be outdated or time-sensitive. It should be helpful to readers 6 or 12 months from now, regardless of when you first wrote it.
Whatever you include needs to be a “set it and forget it” kind of content — a simple email workflow with none of those annual “best-of YEAR” posts.
When you set up an endless broadcast, you can get all the benefits of the live broadcast interaction with new subscribers on autopilot.
How’s that so? Well…
New subscribers get caught up to speed, on their own timeline. Every new subscriber goes into an automated sequence with pre-written (or previously-sent) emails that improve their life or business after they complete the welcome sequence.
It’s an autopilot. These go out on a regular basis, based on the day of the week or every ## of weeks.
These emails continue to send readers back to your site consistently. Not only does this continue to boost SEO, but you’re able to send older, yet still valuable, content to new subscribers that will help them. Even better if you know you have high-earning affiliate pages to make sure every new reader gets to see!
Pitch evergreen products regularly. When incorporated within your nurture sequence, sales content can be asking for sales/pitching offers within your other valuable content, so all new subscribers get the opportunity to buy or book with you.
You have content that people need to see! Adding that content to your email sequence will nurture your readers and boost web traffic to your blog, your site, your sales page, your shop — wherever you need.
Every new subscriber will get the royal treatment and an introduction to all the ways and resources you can help them, based on when they join your list (and not only when you’re behind your computer or have a launch planned).
Which of these email sequence strategies would you like to start to incorporate with your online business?
Drop a comment and let me know how it would impact your web traffic!
If you’re not welcoming new subscribers and pointing them in the direction of your best, most beloved content — or you feel like the one you have isn’t doing the trick — it’s time we fix that. Use this free 5-part framework to make a meaningful & lasting first impression as you write your first welcome sequence for new email subscribers!
FYI : I sometimes talk about and link to tools, sites, books, and resources that I LOVE. Sometimes those companies give me a little gift for sharing if you choose to purchase something through my affiliate link. I promise to be straightforward with you and to only share things I personally use and would vouch for 100%.
Join us for the next email marketing roundtable, a free live event where we'll clear up any confusion you have around email marketing — so you can get your message in front of your audience, engage subscribers, and optimize conversions for sales and site traffic.
We’re Duett, an email marketing agency specializing in email strategy, email copywriting, and email automation setup with a special place in our heart for bloggers (especially those who make delicious food). If you’re a content creator craving to authentically connect with your audience so you can build lasting relationships, increase site traffic, and put your best offers forward — Let’s Duett!