What do you do with your email list as you build it? — You nurture it. Your 5-day Soap Opera welcome series will have warmed them up to sizzling hot, but you don’t want those flames to go out before they are raving fans forever. Start an email nurture campaign right away!
Of course, you don’t want to be pitching your readers with offers all the time. You need to get creative and continue being the “Irresistible Character” you are trying to be. Some email marketing gurus would say you should email your list daily. Others say weekly. But all would agree that “CONSISTENTLY” nurturing your list is the best option of all using an email nurture campaign.
Have you Heard of the Seinfeld Email Nurture Campaign?
Crafting follow-up emails or broadcasts should be a continuation of the “irresistible character” persona (YOU) living life. Russell Brunson aptly names this series the “Seinfeld Series” because of the nature and feel of these emails. If you are not familiar with the television show “Seinfeld,” it was a quirky comedy that followed around a group of friends and showcased them living life, sometimes messy, sometimes complicated, almost always entertaining. That was the show’s purpose.
The idea of a Seinfeld email nurture campaign is to entertain about 90% of the time and provide content 10% of the time. Other email gurus would say that emails should contain a higher level of content than simply 10%. In fact, we teach our clients to give as much content and value as possible when you are first getting started. It’s good practice to try and teach something in each email. It doesn’t have to be elaborate.
In addition to teaching them a nugget of wisdom to entice and give value, you want to let your readers into your life. Don’t be afraid to share embarrassing moments, bad decisions, things you learned, crazy antics of your pets or children, funny things you saw on the way to work, etc. These things will endear you to your readers. When possible, these casual email marketing examples should all point to some teachable moment or life lesson that will lead to a benefit for your readers.
Think of these as “random stories with purpose”.
Can I Sell In An Email Nurture Campaign?
You can lead back to what you are selling only if it connects in some reasonable way with the story. Including a call to action in emails is a great way to continue the conversation. We think of them as “mini-promotions.” You will always want to deliver something, whether it’s a decision to download something free or for purchase or to visit a blog or a YouTube channel for your latest article or video.
If you don’t deliver something tangible, your call to action could simply be to hit REPLY and let you know something – like what they’re struggling with, what’s their top item on their wish list, what is the top tip they got in this email, or whatever question would be helpful to you. When you offer a call to action of any kind in an email, it keeps your reader engaged with YOU!
3 Email Styles to Nurture Best
All three of the following styles can be used in your email nurture campaign and every email should be filled with your personality. People will be attracted to you. It’s also the best way to get your readers to know, like, and trust you. Provide them value and entertainment. Every time you email your list, choose one of these email styles for best results.
Episode Email Style
In this email style, you tell a story of what happened today, or this week. Use the story to educate and be conversational. Use real life escapades that will entertain your readers. When you can think of how others will relate to this, all the more powerful. For instance, think of all the busy moms who could identify with your story about spending so much time taking care of a sick family that you can hardly find time to work on your biz. Another email marketing example could include details about a new record you set at the gym for holding a plank. What are the milestones that will really resonate with your readers?
Epiphany Email Style
In this style you will share ideas, inspire your readers with results, and challenge their existing beliefs. Figure out what will get them thinking. You can share here who you are, why you started your business, and who you serve. Describe results you have or have seen with some detail. Always focus on the benefits. This could be a surprise results … something you never imagined in a million years … kind of story.
Remember, people love case studies and seeing clear, measurable results. The case study should include advice subscribers can implement, whether they buy from you or not. They want results, too! This style of email will cause your readers to start seeing you as the problem solver, and they will want to rush to open your emails.
Educational Email Style
In this email marketing example you share information, checklists, how to’s, Q&A, etc. Teach your readers something helpful. Give your subscribers a tip they can implement in five minutes or less that lets them move forward in a noticeable way. A “quick win” makes your new fans associate your emails with getting a rewarding experience. People also love to know about the tools you use every day and the books you read. A very easy strategy is to learn something yourself, and then share it with your readers. You will become a fantastic teacher by compacting great value into a short email.
No matter what email style you use, remember emails that entertain or offer something appealing and “exclusive” are much more likely to be shared. You can ask your reader to share as the call to action. When you use an effective email nurture campaign to your list on a regular basis, it helps you stay top-of-mind with your customers and prospects. Imagine having a space in your reader’s inbox as being your direct connection into their world. You have a pipeline for creating and sending content. You’re in control of your message, who sees it, and when.
Start Your Email Nurture Campaign Today
You have put time and effort into building your email list. Now, don’t let your audience just sit and wonder where you are. Stay in touch with them consistently and always show up with value. We cover email marketing and other tips and strategies for making your communication strong in our signature coaching experience, Your Pathway to Profit. This crucial skill of email marketing comes at Step Seven in our 12-step profit-building system.
To make sure you haven’t left out a single step of your own, schedule a one-on-one 30-minute exploratory call with us, and we’ll be happy to show you where you are on your own pathway to profit.
God’s blessings to you!
David & Dana
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