Are you at a loss for words when it comes to emailing your subscribers?
You know the power of email marketing and owning a list already perfectly narrowed down to your potential customers.
You’ve worked hard to earn your email audience by constantly building the relationship. Now you have an opportunity to nurture that relationship in a less crowded space.
But what will you talk about?
That’s exactly what this episode breaks down. I’m bringing you 11 Things you can Share With your Email List to Build Relationships and Make Sales.
And as promised, here is the link to a flawless email sales sequence:
Dream Biz Feature:
*This post contains affiliate links for which I may be paid a commission if you make a purchase.
Danielle Towner (5s): “Communicate unto others that w
hich you would want them to communicate unto you if your positions were reversed.” Now, that quote from Aaron Goldman pretty much sums up what communication is all about. Now, how in the world would you know what someone else would want to communicate if the roles were reversed? Well, you can start by listening. The foundation of communication, as many experts and enthusiasts have shared, is that you start by listening.
Danielle Towner (1m 2s): King Ashley Ann says you sell by listening. Many other people say that the foundation of success is by listening. Why are we talking about communication and listening? Because we’re moving right along into this episode about what to talk about in your emails to build relationships.
Danielle Towner (1m 35s): Now, in the previous weeks, we’ve been talking about sales sequences, talking about your landing page, and basically building your email list. Part of the reason for building your email list is about selling, but you don’t just start off going sale, sale, sale, sale, buy, buy, buy. You build a relationship with them. You talk to them about more upgraded things that you may not be able to or want to talk about on social media, or on your blog. You give them value. You give them high value. You talk about things that they want to talk about and you learn about that how? By listening. In this episode, we’re going to discuss what to talk about with your email list to build off the relationships and what listening has proven are successful ways to continue building your list, to give them value, keep them around, and to nurture that relationship.
Danielle Towner (2m 10s): Keep on listening for more details about what you need to talk about to your email subscribers.
Danielle Towner (2m 42s): Welcome back for another episode of Dreamer’s Den Podcast. If you’re here for a second, third, or umpteenth time, thank you for coming back and welcome to the show. If this is your first time, nice to meet you, and thank you for listening. I am Danielle Towner of Dream Work Creatives, and I help entrepreneurs build their online presence and brand awareness through website design, content marketing, and digital products.
Danielle Towner (3m 12s): Today we are breaking down what you’re going to share with your email list. We’re putting in all the steps. We’re laying the foundation. We’re building those landing pages and putting those forms in the right places, and before you know it, you’ll have a list. What are you going to talk about? You just don’t want to have them sitting there waiting, and then out of the blue, one day you come up with this email and they’re like, “Who the heck is this? I don’t know you. I didn’t sign up for this.” They don’t remember. The first thing they’re going to do; they’re going to scroll to the bottom and they’re going to click that unsubscribe button and there goes the end of your relationship. Y’all broke up. Let’s talk about how to prevent that from happening and what you need to do. Before we get into that, we’re going to backtrack with the email sequence because that is one of the core things that you want to add to your sales funnel.
Danielle Towner (3m 48s): Now, that’s a little bit different from your weekly engagement or the daily emails that you put out or whatever rotation that you have. The email sequence is what you’re going to connect as an auto responder to put out those emails on scheduled date and time to introduce yourself, introduce your product, and talk about the problem that people are having that signed up for your email list and got that lead magnet, and eventually, start calling them to action and offering your product for sale. Danielle Towner
(4m 30s): Now, as far as the email sequence, SumoMe has a great article that breaks down a sales sequence to help you close those sales. It goes very much into detail. It breaks down each day;
Danielle Towner (5m 8s): what day of the sales sequence that you need to put out different emails or have them scheduled to go out within that sequence. It gives case studies and shows examples, all of that. It’s a very thorough article and I will post that in a comments so that you can take a look at that. Also, King Ashley Ann has an email sequence and she’s probably given this out more than once. I’ve been on her live broadcast where she gives out a really good email sequence and she’s just a great business builder. She does a live broadcast, several days a week, and you can follow her on Instagram @kingashleyann.
Danielle Towner (6m 31s): She may be putting that out within one of her for trainings again. If not, you can find out a way to purchase the replay of that broadcast where she breaks down her email sales sequence. Those are two of the ones that I know are great and that I know work. You can get the full details and the full breakdown of these sequences from either of these two places. What you want to include in those emails sequences, just to know the topic of those, is you want to start with a welcome email. Then you want to talk about how you got started and relate that information to solving the problem of your target audience and your email readers. Then you want to give them tips and introduce them to your product. Give them tips based around solving their problem and then introduce them to your product. You can also do, next, a behind the scenes or provide a more in-depth look into how you put together this product and include a soft offer of the product in this email. Then next, you would break down the benefits of the product.
Danielle Towner (7m 2s): Breakdown the benefits first and then you can break down the features, then include a hot offer of the product. The next email would be like a last chance. Basically, letting them know that this offer is going to end soon or letting them know exactly when the offer will end. Then not all of the sequences do this, but if you choose or if you want to, you can add basically a discount coupon. If there are people that didn’t take advantage of that last chance offer, you can offer an extra discount to try to bring them back and get them to purchase this product.
Danielle Towner (7m 39s): That’s totally up to you. That’s the surface of the breakdown of that.
Danielle Towner (8m 34s): Like I said, go click that link when I add it to my bio and go get the full details of the email sequence because it’s going to help you close the sales by email. Now, let’s get back to what you would talk about on a daily or weekly basis with your audience: 11 ways that you can break down what to talk about in your weekly or daily emails, where you’re interacting and engaging with your audience. One of the first things that you can do is a welcome email. Yes, we just talked about a welcome email as a part of the sales sequence, but if you put out landing pages and forms as you’re supposed to, you know that not everybody is going to join your email list based on– Most people aren’t going to buy on that lead magnet and join based on the exchange of a lead magnet, but you may have a form, like I do, at the top of your website that basically says, “Get updates or get tools and tips on business” So they sign up.
Danielle Towner (9m 42s): They may not get anything in exchange, but they’re on the list to receive updates and information as I put it out there. One of the things that you should do is connect a welcome email to that, so that when they sign up, it’s not just like crickets. They get a welcome email thanking them for joining the list and telling them what they can look forward to. It further confirms, whether you do the double opt in or a single, it further confirms, “Hey, you’re on this list and you’re getting this email because you signed up for XYZ. ” Danielle Towner (10m 34s): The next email can be an introduction; telling them about yourself. That’s the first way that you get acquainted with people and get to know them is to ask about them, learn about them, and also talk about yourself. Now, as we were just talking about, the best way to do this is by listening, but people want to know you. They want to get to know things about you. They want to feel like they can relate to you. They want to see what your language is and if it meshes well with how they are. They also want to know that you’re going to be around and that you know what you’re talking about to be advising them or giving them products and services on whatever that subject matter or that niche is.
Danielle Towner (11m 20s): The best way to do that is to share, share, share. Introduce yourself with some fun facts about yourself. Talk about your background. Talk about some of the things that you’ve accomplished. You don’t have to brag the whole time, but give them some things that they should know about you. Help them get to know you or relate to you and use your own language. Be yourself. Don’t be boring because nobody needs another stuffy email in their inbox. They get enough of that. If they’re still on their days job, they get enough of that from work and enough of that from people pitching and spamming them all day long. Give them a reason to look forward to opening the email. Next, you would talk about current events in your industry. Like I was saying, I’m going to start introducing, sprinkling a little bit of that into the podcast. Talk about current events in the industry and you can give your feedback or your opinion on that or you can make it into a teachable moment. You can compare that to, “This is what’s going on or this is what this expert says about this,”
Danielle Towner (11m 54s): related to what you’re trying to make them feel compelled to do. So, current events and other news. Just talk about things that they may be interested in that relates to your business.
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Danielle Towner (13m 53s): All right. I want to share a little secret with you guys. When I was first getting started with Dreamer’s Den Podcast, I had to research to answer a lot of questions. Like how do I record an episode? How do I get my show into all the apps that people like to listen to? Of course, how do I make money from my podcast? The answer to every one of these questions is simple. Anchor. Anchor is a one-stop-shop for recording, hosting, and distributing your podcast. The best thing of all is that it’s 100% free and ridiculously easy to use. Now, Anchor can match you with great sponsors who want to advertise on your podcast. That means you can get paid to podcasts right away. One thing that I also liked about it is that it reduced the workflow so that you didn’t have to do a lot of the legwork and I could focus on getting guests and start interviewing and recording immediately. If you’ve always wanted to start a podcast and make money doing it, go to anchor.fm/start to join me and a diverse community of podcasters already using Anchor. That’s anchor.fm/start. I can’t wait to hear your podcast.
Danielle Towner (14m 23s): All right. A little side note: if you follow me on Instagram or Facebook, you probably saw a story from me recently where I shared a photo of me completing my application for my absentee ballot. I’m staying home as much as possible and keeping and mine safe, but I do understand that my vote and my voice matters, especially at critical times like these. Now, if you share some of the same concerns that I do, just know that voting isn’t just going to the polls on the election day anymore. Options like early voting, mail-in voting, and ballot drop boxes are available to more voters and are growing in popularity. How to Vote, a tool created by Democracy Works, breaks down the options your state offers for casting a ballot, empowering you to decide when and where to vote. With the How to Vote voter tool, you can sign up for election reminders, see what’s on your ballot, get step-by-step assistance requesting your mail ballot, explore your options for returning your vote at mail ballot, check your voter registration status, find your polling site, and make sure you have the appropriate ID. Decide when and where you vote this year at howto.vote. You can do a traditional newsletter that gives company updates. This is number four, by the way. I got to get better at counting it out. I know I just keep going on and on and you’re probably like, “What number is it?” Number one was welcome email. Number two was share about yourself. Number three is current events in your industry and number four is a traditional newsletter. In a traditional newsletter, you would be just sharing company updates and news within the company.
Danielle Towner (15m 0s): If you came out with a new product, if you are having or hosting an event, or if you’re a part of somebody else’s event and even life events in your own life, depending on the level that the company is a part of that is personal branding. You can talk about events in your own life or even sometimes people will share things about their staff, who they’re contracting with or their employees. That may be a moment to spotlight them, share about them, and congratulate them on their accomplishments.
Danielle Towner (15m 31s): For example, with a new product release. I recently launched a T-shirt line and it’s still for entrepreneurs, for creatives, and it has different affirmations on the T-shirts. When I released that on my birthday in July, I made an announcement by email and I let them be the first to purchase these T-shirts at a discount price. Then later on, when I released a second collection, the I Am collection, the first to know about it were the ones who made a purchase from the previous collection which was the Dream collection.
Danielle Towner (17m 30s): Once again, I let them be the first know about it and I let them purchase it giving them a discount code if they wanted to make a purchase online. That’s an example of a product release. Events: like I’m going to be on the panel for an entrepreneur event where we discuss business and balance. That is going to be in September. I will share about that on my email list. If you want to learn more, you can go to my website and join my email list. I’ll be sharing about that event. Life events: if you graduated from college or got another certification, anything that you want to share with life events. If you got married, if you moved, if you had a baby, things like that. People want to hear about that. You may think, “They don’t want to hear the details of my life.” People get invested and interested and you become in this together. You become family. As much as you want to share or as little as you want to share, those details matter. Company updates: the growth of your company like I said.
Danielle Towner (18m 29s): Number five: ask your audience questions. Like I’ve been saying, you communicate better by listening. That’s the perfect time to have a listening moment, is to ask your audience questions. You can do this in the form of a poll where they can choose their option or choose more than one options. You can have a questionnaire that they complete and they reply back to you with. You can do surveys, all of those good things to gather data and gather information. You can do that by asking your audience or you can just simply ask them a question and tell them to reply back to you. Ask them, “Hey, what do you think about this?” Or if you’re trying to decide between two things like, “I’m trying to decide whether to add this feature to my product or add this feature. Which one do you think would benefit you more? What do you think about it?” They want to feel like they’re invested into building that and building your business. Ask your audience questions and that’s how you listen. That’s another method of staying in contact and in communication with them.
Danielle Towner (19m 28s): Number six: fun facts. That could be fun facts about yourself or about the business, but you can throw that in there, or even just a funny story—something funny or exciting that happened this week that you want to share with them. Somebody may be having a bad day and they might read your email and you might help them to lighten their stress load just by telling them, “This is something funny about me,” or, “Something funny happened this week, let’s talk about it.” It doesn’t always have to be business. In fact, a huge percentage of it should just be about the relationship and sprinkle in those call to actions or that sales information, all those offers. Number seven: share tips related to the problem that you solve. That’s, again, similar to what we discussed that would go into the email sales sequence—tips related to the problem that you’re solving.
Danielle Towner (20m 11s): If you own a clothing store, you can share tips about what type of clothing someone with a certain shape should wear, different things like that. Then you can relate it back to something that you offer, and that may be a moment where one of those calls to actions can go or you may save it for the next time. I think that would be a perfect moment.
Danielle Towner (21m 10s): How you find out what tips that you can give in your email list for the problem that you can solve is look at your comments on social media, looking at your DMs for people who were asking for help. Look at your Work With Me forms. If it’s as extensive as mine where I actually ask, “What do you need help with?” That’ll help you to determine what questions they have, what problems they’re trying to solve. Within groups and forums online, look at Google searches and see what people are looking for related to that topic, and related to your product. Those are the tips that you give them. Look at the responses to your emails. Whatever form you use to communicate with people when they respond back to you, that’s where you gather the information about what tips you need to give.
Danielle Towner (21m 54s): Number eight: your product or service benefits. Like I said, you got to make this move. It can’t just be saying, “Buy this right here.” You can do maybe a Did You Know. Like, “Did you know the company does XYZ?” Or, “Did you know that this product can help you with this problem?” That would be expressing some of the benefits. If you have a hair care line, you can say, “Did you know that this product from my hair care line helps you combat dryness and it helps to solve that problem permanently?” Then go into what about that product helps them combat dryness in their hair.
Danielle Towner (22m 33s): Same thing with the features; you could do an email. This is number nine. You could do an email about some of the features once you’ve done one about the benefits or you can tie those two together. Basically, breaking down, giving them little known facts about your product or service. If your product has multiple functions to it, you can share like, “Did you know this product can do this too in addition to what else it does?” You have to angle it by what they’re looking for and make it smooth. Don’t make it like, “Hey, buy this right now.” Do it in a more sharing way. Number 10: maybe this should go higher up on the list, but free stuff. Who doesn’t love free stuff? You can give giveaways besides what you may have already given them in a lead magnet. You can do additional giveaways. You can give away coupon codes like I said I did for a segment of my audience.
Danielle Towner (23m 6s): Another thing that I do is, let’s say I have a new lead magnet like if I’m introducing a new product or service. I’m setting up a new landing page and I have another lead magnet. Well, since they’re already on the list, your list didn’t get access to that lead magnet. They came on your list a different way or through a different landing page. This may be something that they want to have.
Danielle Towner (24m 51s): What I have done is I tell them about, “I recently launched this,” or, “l recently added this as a giveaway. If you want to have it, you can download it here.” Then I just pop a link in and they can download that free lead magnet. By the way, the lead magnet if you don’t know by now is the freebie that you add to your landing page in exchange for that email address. It can be any type of PDF, a checklist, a guide, a workbook, or a template, a portion of your product. If you’re doing an eBook, it can be a page or a chapter from your eBook. The options are endless. It could be a template, a premium video that you’re not posting anywhere else. Maybe if you’re a YouTuber and you’ve given away some free swag on your YouTube video and you want to give them access to something upgraded, you can do that. You can add that video to your landing page and they get that in exchange for their email address. The options are endless when it comes to what you can give away as a lead magnet. These are things that you can offer to your current audience if they didn’t sign up for your email list in exchange for that item. They still may want it and still may benefit from it, and they definitely deserve it because they’re sticking around with you. Last, number 11, is a thank you.
Danielle Towner (25m 21s): You can use segments or tags to separate people into different categories. You’re basically keeping up with a couple of different things. You can keep up with how they got to your email list, like what type of lead magnet they got, or what list they came from. You’re also keeping up with their interests. For instance, in ConvertKit, you can have it trigger where if they click on a certain link, it tags them and adds them to a certain list.
Danielle Towner (25m 56s): If I link them to my podcast and they click that link and go to the podcast, then it adds them to the list of podcast listeners. I know these people are interested in my podcast. If you have an online store and it’s automatically adding them to a list, then it’ll separate them by which product, even down to the size. If they got a vet product, the type, the color, all those kinds of things.
Danielle Towner (26m 26s): It categorizes them into certain sections so that whenever you want to communicate with that group of people, they’re already separated and added to that group. The great thing about that, with the thank you is, if you’re not just generally thanking them for coming to your list, which you should and that may be a part of the welcome email, you may be thanking them for making a purchase or for booking a service with you. You can use these tags or use these segments to say, “I only want to send this email to them.”
Danielle Towner (27m 1s): You can send them a thank you and to sweeten the deal, like I told you I did, send them a coupon code and say, “Here, you can take this. Use this coupon code on your next purchase and I’ll take care of the shipping. Shipping is on me.” Or, “Use this to get a percentage or a dollar amount off your next purchase.” Those are some of the great things about using segments and tags and being able to communicate with different parts of your group in different ways.
Danielle Towner (27m 34s): Not everybody needs the same thing, not everybody consumes their information the same way, and not everybody wants to know everything. Those are 11 things that you can talk about with your email list. The welcome number one. Number two is share about yourself. Number three is talk about current events in your industry. Number four is the traditional news newsletter with company updates and news, new product releases, events, life events.
Danielle Towner (28m 9s): Number five; ask your audience questions: polls, questionnaires, surveys, tell readers to reply back with answers.
Danielle Towner (28m 52s): Number six, fun facts. Number seven, talk about tips related to the problem you solve. Number eight and nine would relate to that, which would be your product or service benefits and your product or service features. Number 10, fee stuff. Do giveaways, give coupon codes, and give lead magnets that you’ve given to new subscribers. Number 11, the thank you. Thank people for booking services, for making purchases, and every once in a while, just thank them for sticking around with you. Those are the 11. I hope you found these helpful. Hope you start implementing these into your business.
Danielle Towner (29m 23s): Like I said, don’t be stuffy. Use your own language, your own personality, even in your writing. Another way to make sure that you’re doing that is to read it back to yourself out loud before you schedule it, or before you post it. Be yourself. Be cool. If you found value in this, let me know what you think about it. If you have any further questions about anything, tell me that too. Like I said, I will put the links to these email sequences down below. Other than that, press the record button if you’re listening from Anchor and you want to give me some feedback. Post in the comments on my website if you’re listening from there, and just let’s stay connected. Thank you for listening and dream until your dreams come true.