Congratulations! You made it to Friday… and if you’ve been following my prompts for a week, you have three engaging social media posts up already. Additionally, you may not realize it, but you’ve also learned about making clear calls to action on social media, hashtags, and the importance of consistency. I’d love to hear your feedback on any differences you’ve noticed.
Today we are going to add email marketing to the mix. I love email marketing because it has a 40% higher conversion rate than social media (and keep in mind social media has a 90% higher conversion rate than traditional media). This means that a consistent social media strategy, paired with a great email marketing strategy is a sure way to gain plenty of marketing wins.
Research shows that emails once to twice a week are the sweet spot when it comes to conversion rates. I find that most business owners think this is too often, but the opposite is true. When people see your name frequently in their inboxes, you begin to feel like an old friend. That’s powerful because we tend to trust friends more than strangers, and we tend to buy from people we trust more than people we don’t. Therefore, my goal for you is to send an email every Friday.
If you are overwhelmed, you are thinking of email in the wrong way. A weekly email shouldn’t be a newsletter… think of it just as a chunk of your newsletter… short and sweet.
Today I want you to send an email that simply summarizes your posts for the week. Start by asking folks how they are doing, share the personal message you shared on social media on Tuesday, the ask you made on Wednesday and the memory you posted yesterday. Then, let people know that you will be back in their inboxes next week to check in. The subject line should be something like: %FIRSTNAME%, how are you doing?
A few more tips: Use a plain template that looks like an email you would get from a friend of colleague… this takes a lot of formatting complications out of the process. If you incorporate a photo, pick just one from one of your posts, and right justify it by where you reference it in your text. Then, be sure to include your social media icons at the bottom of your email, which you likely already have built in to your email marketing platform. And that’s IT. Don’t complicate the process.
Finish this entire process by posting a simple post on your social media channels to alert your followers and fans to the email. Here is an example: “Happy Friday! Did you receive my email? I’ll be checking in once a week to see how you are doing and share exciting things going on over here at _______. If you didn’t get it, DM (direct message) me your email and I will be sure to send it to you.” Or—you can also send them to the email sign up link on your website if you have it. For the photo, go to Pixabay (a free stock photo site) and find a “happy Friday” photo. Bonus points if you add a few hashtags to your post.
Finally, as my Friday gift to you, I have a Constant Contact guide. If you do not have an email marketing program, or are confused about how to make yours work, email me at firstname.lastname@example.org and I will send the guide your way free of charge.