How Email Marketing Connects You With New Readers — and Why it Matters

Maybe you’re already aware, but marketing gets a bad rap.

I went to school for Advertising & Public Relations, so let me teeelllll you, I’ve heard it all:

“Marketing makes people do what they don’t want to, buy what they don’t want to, feel things they don’t want to.”

Basically some peoples’ view of all marketers:

However, I call BS.

There probably ARE people who use marketing as a form of manipulation, but that’s not the kind of marketer I am (and I don’t recommend it).

How we market to our audiences may change (new trends crop up and “best practices” evolve), but it’s more than SEO, alt-text on images and which social media platforms to show up on. That’s all semantics in the scheme of things.

The heart behind why you run your business is what informs your marketing.

Digital marketing — including email marketing — makes it possible to…

• Get your message — what you care about — out into the world. To more people, easier. More on this here.

• Communicate the benefits of your product or service to potential clients. From sales pages to video to email.

• Show how your products or services are different — or even better — than potential alternatives. Share comparisons, distinguishing features and user testimonials that set you apart.

• Connect with people by listening to what they are struggling with and provide a solution. You can ask your audience directly or use these tools to learn what interests them most — so there’s no more guessing or throwing darts at the wall.

• Show up and be available when people are ready to pursue you. You don’t have to attract everyone, always — instead, you can serve who is right in front of you, and the new folks will be so happy when they find you.

• Explain who this product or service is for (or not for!). Transparency pays dividends. Even better if you only share the message with who really needs it.

• Reach the right people, with the right message, in a way that they’ll understand and respond. Answer their questions in advance and allow readers to make a wise decision based on the true, honest marketing you provide.

Marketing does NOT make your products or services “all things to all people.” It’s not “buy this or else.” *shudder*

Instead, clear messaging makes it apparent for those who ARE your people what it is you do (or sell), how it will benefit them, and where they could be if they take advantage of it.

Email marketing makes it easy to sell to new subscribers who are a good fit for your products or services

Email marketing makes it incredibly easy to share your products or services — and in the case of your welcome sequence or nurture sequences, even automatically.

Whether you sell products, services or an idea, email marketing allows you to share your message and connect with people intentionally and authentically.

In a well-designed welcome sequence, you can make sure EVERY new subscriber learns about you, your mission, why you want to help them, how you want to help them, ways to connect with you, and why any of this matters in their life right now.

Related: What to include in a one-email welcome sequence

Because you are making sure new subscribers are a good fit for your message from the get-go, sharing about your products or services is a seamless next step. If that is what you would recommend for them to move from Point A to Point B — there is no harm in letting them know what’s available.

When you’re clear about who you serve, your new readers can confidently make a decision for themselves if they want to pursue the next step of buying from or working with you.

Share how your brand makes life easier for your readers through email

When selling a product or service, it’s not just about WHAT you are selling, it’s how it makes the consumer feel, the impact on their life or business, and why they would choose you again.

Once you know these things — by asking your current clients or readers — you can share those differentiators in your sales emails and not feel skeezy. You’re sharing because it’s the true experience of someone who values your work and you want others to experience that same positive change, right?

Related: 3 fears you may have about email marketing — and what to do about it

Have you asked why readers or clients enjoy working with you, reading your blog or visiting your online shop?

• Is it because you have the most up-to-date information they need?

• Is it your practical approach? Or your warm and welcoming demeanor?

• Is it your availability and willingness to connect on a call?

• Is it because you make their lives easier?

• Is it how you always share information that gets them thinking in new ways?

Start by asking, then align your email marketing — your welcome and sales content — to reflect more of this.

You will feel more confident in your message to new subscribers — not because you’re forcing marketing messages into their faces — but because you know others have trusted and experienced great things working with you.

Start here: Your First Welcome Sequence