Email marketing is one of the most cost-effective marketing strategies for small businesses. On average, email marketing sees a return of about 40:1—basically, you’re making 40 George Washingtons for every buck you spend on sending digital messages.
Why is it so effective? Email marketing allows business owners to directly contact their audience, who are most likely to convert into paying customers. In fact, email gets more conversions than social media campaigns.
We’ve talked about the best health and fitness newsletters and how to collect emails from your people, now it’s time to put it all to the test.
We’re going to deep dive into the basics of email marketing. From content development to the best email software, we’re going to get you prepped to sling effective emails.
First, let’s lay some groundwork…
There are three styles of emails:
1. The Creation Approach
This email marketing approach is a great way to kill two birds with one stone by leveraging the content you’ve created and are going to create. Your weekly, bi-weekly, or monthly email, can give a sneak peek into your newest posts, podcasts, or snapshots of your latest products.
In this way, your email newsletter is more like a delivery system where you drop small teasers of content directly to your audience’s inboxes.
Why is this helpful for your business? First, you’re getting more eyes on your brand. Second, you’re able to showcase your best work. Third, it’s one of the least time-consuming email approaches, since you’re repurposing content from yourself.
The most important part of this email is making sure you link over to the full article, episode, or video, to ensure that your audience moves one step further in your marketing funnel.
2. The Curation Approach
This style of email marketing doesn’t ask for much of your time. Rather than pushing your own content like the Creation Approach, you supplement it with other publication’s content.
Like a museum curator, you are searching the interwebs and finding the best stories, tips, and ideas that your health and fitness audience crave. Whether it be, videos, recipes, articles, or even a badass Instagram post, this style of email can play to a diverse audience.
The street term for this approach is a digest newsletter—as it gives it’s readers the necessary information about in a quick and easily processed format.
Many businesses use this style to grow their audience by collecting and sharing engaging content that answers their audiences biggest questions. These sources are then compiled into one comprehensive and short email that links directly to each piece of content you feature.
Here’s a practical example:
Say you’re a nutrition and wellness coach who wants to start slinging a curated email, you can bring together a video for a gluten-free family recipe, an article about the benefits of good fiber, and grocery shopping list for single-moms.
These three pieces of content are distinctly different but still fall under the umbrella of nutrition and wellness. By adding your perspective on the piece in your email, you show connection and interest in the topic, while allowing another source to supply the bulk.
Sidenote: Use this as an opportunity to seek out other coaches and trainers you think will resonate with your audience. It’s a perfect way to grow your audience without having to do the heavy lifting.
3. The Blend Approach
This approach to email marketing is our favorite because we use it in our weekly newsletter. The Blend Approach can be a great option if you like a little more variety in your content style. This approach includes a collection of your native content as well as content from others in the industry.
This combination proves to be effective in growing your audience while also pushing your expertise in your own content.
Next, let’s talk about content creation.
Writing that first newsletter can feel overwhelming. Maybe you even hesitated to collect an email list because you were worried that once you built it you’d have nothing to say.
Email marketing can feel a lot like getting pushed into a dance circle. Suddenly, all eyes are on you and they’re hoping to be impressed or entertained. It can be intimidating, especially when you’re putting the business you’ve poured your sweat and tears into on the line.
No worries, we’ve got your back. Here’s how to generate great email marketing topics so you don’t ever freeze in the spotlight.
To get you going, go ahead and tap into our 50 Content Ideas that you can use to power up your emails. While you’re running off our list, you can start building your own list of topic ideas that will be sure to captivate your audience’s attention.
But how do you know what topics will click? How can you figure out what subjects are so important to your readers that they’ll be sure to open your emails?
Like we’ve said before, the answer is simple. Ask them. Ask your current clients what their biggest struggles and questions are and what’s holding them up in their health journey. Then, formulate a list of email topics from these questions.
Now, let’s get you set up with email marketing software.
Email marketing shouldn’t be done all by hand. There are so many marketing tools out there that can take a huge load off. For the health and fitness business you’re starting, you don’t need anything complex out of the gate. Just the standard marketing tools will do, which are:
Email Templates: While we suggest formatting your emails to look as much like simple text as possible (this will keep your emails out of the spam and trash folders), you can also use templates. Most email marketing software supplies users with beautiful and customizable email templates you can use if you decide that it’s right for your audience.
Sign-Ups: Before you can send out an email, you have to build your email list. And better sign-up forms will increase your subscriber count. That’s why it’s important to find email software that can assist you with these forms.
It can also be helpful to find a software that allows for a double opt-in (a double-confirmation—first, when the lead enters and submits their email address via your web form and second, when the lead confirms their subscription by clicking a link sent to their inbox). This will ensure that you’re collecting quality leads—the people who actually want to receive your emails and who will most likely convert to paying clients or customers.
Reporting: No one can tap into each of their reader’s minds and see how they’re responding to their newsletters. But an email system that gives you detailed reporting and analysis is as close as you can get to hiring a spy.
Some software allows you to track everything from who opened and clicked your campaigns to where the subscriber lives and which link they clicked on. Tracking your email reports will allow you to accurately attribute your good and bad performance with your audience and improve your marketing impact.
Automation: This beautiful word means your business can be running while you’re sleeping. In email marketing, you want to make sure that you find a platform that will work for you when you’re away from your desk.
Automation allows you to save time while you grow your business. Good software will help you reach your audience efficiently and effectively without sacrificing your business’ personality and personal touch.
Segmentation: Segmentation allows you to further personalize your email marketing. By splitting up your email list, you can specify your emails to target readers with different invitations or messages relevant to them.
You’ll want to find a software that allows you to segment your email content and data so that different email lists can receive personalized and targeted messages.
Lastly, a note on being timely…
No matter how great your content is, disorganized emails won’t get you very far. A powerful email marketing campaign sticks to a schedule. Be sure to deliver every single week. Once you commit to it, your audience expects it.
When you start to deliver consistently, you’ll see that list grow like wildfire.
For more tips and tricks of the trade, join our insiders crew at SPRNG Training. Over there, we’ve got more personalized guidance that will whip your business into shape.