Sticky Branding

1. Email Marketing: The Underrated Powerhouse of Digital Strategy

"Email doesn't get the same hype as social media or content marketing. Call it the inferior cousin if you will… But you can't ignore the results email marketing gets."

Email marketing reigns supreme. Despite the buzz around social media and content marketing, email remains the most effective digital marketing channel. With an average return of $44.25 for every $1 spent, it outperforms other channels in conversion rates and customer acquisition. Email provides direct access to your audience, allows for personalized communication, and helps establish trust over time.

Key advantages of email marketing:

• Ownership of your list (unlike social media followers)
• Less competition for attention in the inbox
• Multiple opportunities to nurture and sell
• Ability to segment and target specific audience groups

Email marketing should be viewed as an integral part of your overall marketing strategy, not just a list-building exercise. Focus on building quality relationships with subscribers rather than simply growing numbers.

2. Crafting a Compelling Lead Magnet: The Gateway to Subscriber Growth

"A lead magnet is essentially a piece of content that you give a reader for free in exchange for their email address."

Create value-packed, specific lead magnets. A well-crafted lead magnet is crucial for attracting the right subscribers and prequalifying potential customers. It should align with your business offerings and address a specific pain point or desire of your target audience.

Elements of a high-converting lead magnet:

• Easily consumable (e.g., checklists, short guides)
• Provides a quick win or transformation
• Highly specific to your target audience
• Addresses a problem they're already aware of
• Leads to an existing or future product/service

Avoid creating generic lead magnets that attract freebie seekers. Instead, focus on developing resources that naturally lead subscribers towards your paid offerings and establish your expertise in your niche.

3. Optimizing Your Website for Maximum Email Capture

"What's not found can't be subscribed to. So if your website leaks traffic and is unable to capture it, no amount of traffic will help you grow your email list."

Strategically place opt-in forms. To maximize email capture, optimize your website with multiple, well-placed opt-in opportunities. This increases the chances of visitors subscribing to your list, even if they don't make it to a dedicated landing page.

Key places to add opt-in forms:

• Top bar
• Footer
• Top and bottom of blog posts
• Exit-intent pop-up
• Scroll box
• About page
• Resources page

Use landing pages for higher conversion rates, as they remove distractions and focus solely on the opt-in offer. Experiment with different placements and designs to find what works best for your audience. Remember to make your opt-in forms mobile-friendly, as a significant portion of web traffic comes from mobile devices.

4. The Welcome Email: Your First Impression Masterpiece

"Welcome emails have the highest open rates among all emails with the average open rate for welcome emails being 50%."

Craft a compelling welcome email. Your welcome email sets the tone for your relationship with new subscribers. It's your opportunity to make a strong first impression and establish expectations for future communication.

Key elements of an effective welcome email:

• Consistent brand voice and personality
• Clear explanation of who you are and your expertise
• Preview of what subscribers can expect
• Invitation for two-way communication
• Teaser for upcoming content
• Clear, singular call-to-action

Avoid common pitfalls like promising infrequent emails or sounding impersonal. Instead, focus on building excitement and setting the stage for a valuable, ongoing relationship with your subscribers.

5. Nurture Sequences: Automating Subscriber Relationships

"Email sequences have a multitude of benefits. Each email in your sequence can build off the previous one to help reinforce your brand and get your subscribers acquainted with your best content, what you have to offer, and why you're the best person to help them."

Develop strategic nurture sequences. Automated email sequences allow you to build relationships with subscribers on autopilot. They guide new subscribers through a carefully crafted journey, introducing them to your brand, best content, and offerings.

Key components of effective nurture sequences:

• Clear end goal (e.g., product sale, booking a call)
• Awareness-building content
• Establishing trust and expertise
• Addressing objections and false beliefs
• Building anticipation for offers
• Strategic calls-to-action

Tailor your sequences to different subscriber entry points and awareness levels. Regularly analyze and optimize your sequences based on engagement metrics and subscriber feedback.

6. Content Strategy: Filling Your Email Calendar with Purpose

"Your blog and email editorial calendar should feed off one another. The sooner you tie your email list into your marketing plan, the easier it is to come up with content ideas."

Plan your email content strategically. Develop an email editorial calendar that aligns with your overall marketing goals and content strategy. This ensures consistency and purposeful communication with your subscribers.

Approaches to email content planning:

• Align with offers and promotions
• Create monthly themes
• Set specific goals (e.g., establishing expertise, testing product ideas)

Use a mix of broadcast emails for time-sensitive content and automated sequences for evergreen content. Keep new subscribers separate from promotional content until they've completed your welcome sequence. Regularly review and update your content plan based on subscriber engagement and business objectives.

7. Monetization Strategies: Turning Subscribers into Customers

"The idea behind a tripwire is to get more people to open their wallets for you. To get more buyers on your list—not just subscribers."

Implement strategic monetization tactics. Convert subscribers into customers through well-planned email marketing strategies. Start with low-ticket offers (tripwires) to build buying momentum, then guide subscribers towards higher-value products and services.

Key monetization strategies:

• Tripwire offers (low-priced, high-value products)
• Evergreen product funnels
• Time-sensitive promotions
• Affiliate marketing
• Service-based offers (e.g., coaching, consulting)

Use urgency and scarcity tactics ethically to encourage action. Continuously test and optimize your offers and email sequences to improve conversion rates. Remember to segment your list to ensure relevant offers reach the right subscribers.

8. Metrics that Matter: Measuring Email Performance Effectively

"Don't end up paying lip service to vanity metrics without knowing how they directly affect your business."

Focus on actionable metrics. While open rates and click-through rates are important, they don't tell the whole story. Look beyond vanity metrics to understand how your email marketing efforts impact your bottom line.

Key email marketing metrics to track:

• Conversion rates (subscribers to customers)
• Revenue per email
• List growth rate
• Engagement over time
• Unsubscribe rate

Regularly clean your email list to maintain high engagement rates and deliverability. Run re-engagement campaigns for inactive subscribers before removing them. Use A/B testing to optimize subject lines, content, and calls-to-action for better performance.

9. The Art of Engaging Email Copy: Writing for Opens and Clicks

"Your subject line sells the open while your email content sells the click."

Craft compelling, action-oriented emails. Write emails that grab attention, maintain interest, and drive action. Focus on creating value for your subscribers while guiding them towards your desired outcome.

Tips for engaging email copy:

• Write attention-grabbing subject lines
• Use a conversational tone
• Structure content for easy skimming (short paragraphs, bullet points)
• Include a clear, compelling call-to-action
• Utilize the P.S. for emphasis or additional offers
• Start with a strong opening line

Experiment with different email styles and formats to find what resonates best with your audience. Always prioritize clarity and relevance in your communication.

10. Email Systems: Automating Success and Identifying Opportunities

"Systems are processes that you can set up once and then automate."

Leverage email automation for efficiency. Implement email systems that streamline your marketing efforts and provide valuable insights into your audience. These systems can help you identify potential customers, improve customer service, and nurture your most engaged subscribers.

Key email systems to implement:

• Tagging system for subscriber interests and behaviors
• Automated follow-up sequences for prospects
• Customer onboarding sequences
• Re-engagement campaigns for inactive subscribers
• Identification and nurturing of brand advocates

Regularly review and optimize your email systems to ensure they're aligned with your business goals and providing value to your subscribers. Use the data gathered from these systems to inform your overall marketing strategy and product development.

Last updated: October 1, 2024