6 Practical Ways to Provide Value to Email Subscribers in Your Nurture Sequence

How many times have you heard people say (and maybe yourself included) that you wish you could provide more value to your subscribers through email?

Feels vague, doesn’t it?

How do you *actually* define value, because I bet you’re wondering something like, “Is value…”

• Staying out of their inbox because I feel like I’m pestering them?
• Only sending free content and never asking for something I need, like a sale or a review on my latest recipe on the blog?
• Sharing no personal stories because why would anyone want to hear that from me when they joined my list for “business” stuff only?

Oh friend, let me crush some of these mindset hangups for you — because that’s what they are, they’re hangups keeping you from sharing your FULL self and using email to its fullest to support your business while ALSO giving good stuff, generously, to your list.

While I’ve shared some of my initial thoughts in this blog post, I want to get super practical and give you some examples.

01 | Share your top resources

One question I always ask our Duett clients during a project is this:

What is one resource you want all new subscribers to get when they join your list? 

Whether it’s a personal favorite resource of yours, or one that you just know people need to hear or see, share this in your automated welcome or nurture sequence. 

This resource could be anything — a podcast episode, a pillar blog post with a must-have message they need to hear, a simple video training or welcome video, an audio training — anything. 

Jason Norris, Recipe Teacher

The important thing is that we’re getting your list all on the same page and ensuring they have what they need to be successful while in your community!

02 | Re-share your opt-in freebies

Along those same lines, re-share the freebies you have on your site with your email list!

While you might have a lead magnet on your website, that may not be the only way people are joining your list — and if you have a kick-butt, super valuable resource that you know will benefit the heck out of your subscribers’ lives — then we want to make sure they know about it!

Worried it might overwhelm people who already have the resource? Well, I address that here.

03 | Share videos

Sometimes, when:

1. I feel like being social, or
2. A topic needs to be expanded on more than just written words, or
3. I want to feel more connected to my audience (and I want them to feel connected to me)

… I create a Loom video and include that in an email.

Of course, if you’re going to create a video and include it in an automated nurture sequence, make sure it’s “evergreen” and won’t be outdated months down the road.

Here’s a blog post that was originally a broadcast email to my list and is now in my weekly automated nurture sequence. 

Allea Grummert, Duett

Notice how the videos:

• Cover helpful topics
• Help you feel a bit more connected with me (Or at least it should! 😂 Video is so good for this.*) 

*Inc says, “Videos are also critical to building trust and illustrating why potential customers should want to do business with you.”

You can include a gif of the video and link to it (on YouTube, Loom, or a page on your website), embed it if your ESP allows for that, or simply link to the video.

04 | Share what’s been helpful for YOU

If you share in a lot of the same struggles as your audience, share with them where you’re at in the same type of struggle (like, say, adjusting to Instagram’s algorithm changes, for example).

Not only will this show them that you’re human, it shows that you understand where they’re at — and they’re more likely to trust you.

With that, go ahead and share with them the resources you’ve been digging into to get answers. Share other peoples’ blog posts or podcast episodes or even text conversations between you and your business friends.

Help bring them along on the journey to finding answers, even if you don’t have all the answers yet yourself.

05 | Share core, on-brand podcast episodes

Often as a podcaster, you’re busy promoting each NEW episode, but don’t forget to share your core-to-your-brand episodes with your email list in a nurture sequence.

Price of Avocado Toast 

Maybe you have one or two episodes that share your backstory, or they introduce listeners to important topics — share those! Think of how, otherwise, they wouldn’t even know those older podcast episodes exist. You’re doing them a favor by ushering them into the core details of your business or message that will help them better understand who you are and how you can help them.

The FI Team

Along that same line of thought, are there a few podcast episodes that are related? That you could “bundle up” and share in one email? Like:

• They’re addressing a similar topic
• They’re for beginners (or advanced) listeners in your audience

Who wouldn’t love getting an email like that where you’ve hand-picked a few related episodes to help them get answers faster?

06 | Share what you have for sale

I once did research for a client (through my signature Duett Debut service) and we got lots (like, lots) of responses from her existing email list that they didn’t know she had a cookbook.

THEY DIDN’T EVEN KNOW!

Gah, that breaks my heart! I so badly want your audience to know what you already have, and that’s the wonder of a nurture sequence. You add in blurbs or entire emails throughout it that tell people what products you have and you’ll rest at night knowing you’ve at least TOLD THEM that they exist.

Yes, these could be sales emails — entirely dedicated to sharing about the cookbook. I recommend that. (We’d call this a “hard pitch” email.)

Rebecca Firth, Displaced Housewife

And you can also include mentions and links to the cookbook in recipe emails that are related to the cookbook topic. (This could be called a “soft pitch.”)

If your cookbook, ebook, membership or services would be helpful to someone, do the work to articulate that in a clear way — written to the right people, not all people — and it’ll land with who it’s supposed to, making sure they know what all you have to offer.

I believe your content is helpful to the world. You solve problems. You encourage positive change in the world.

Use these tactical tips to share more of what you have with the world in a way that’s automated and gives your readers immense value.

If you have any questions about how I support my clients doing this work for (or alongside) them, book a free, no-pressure discovery call with me here. 

Curious about how I work with clients before booking a call? Check out my services here. But hopping on a call will be even more helpful, so I can make sure to answer your questions and determine what’s best for you in this season of your business.