The Lazy Girl’s Guide to Email Marketing

You’ve heard it time and time again...

Get your audience off Instagram and onto your email list.

And that’s because the ROI from email marketing is a little more predictable and you're not at the mercy of an unpredictable algorithm.

You can typically expect a 1% conversion rate from your list and an average return of $36-40 per $1 spent on your email marketing efforts.

But that’s just one more thing to do in your business. On top of also already creating a million other pieces of content…

And if you’re listening to most experts and trying to send one email a week, that could feel pretty daunting and lead to inconsistency.

So here’s what I’d recommend to implement a consistent and strategic email marketing strategy that’s actually beneficial for your brand.

Important Disclaimer: This method is best for people that are trying to be more consistent and not yet seeing an ROI from email marketing. The frequency you send and the strategy around email marketing is going to be specific to your industry and target market. If you’re serious about seeing an ROI, I’d recommend some market research and a customized strategy build for your brand.

Send 2 emails per month

While most experts out there say to send one email a week, the frequency that you send your emails is going to be specific to your industry and your audience.

Take the time really consider how often your audience wants to hear from you (you can also ask them!)

If you think that you should be emailing them weekly but that’s not within your current capacity, I personally think 2 emails/mo is sufficient if they are packed with value. The most important factor is how often can you be consistent. Then send them at that frequency.

High quality emails at a consistent rate is better than halfassed emails weekly.

Repurpose your other content

You don’t have to create a whole new piece of content. You can very easily take other content you’ve worked hard to create and use it for your emails.

New blog post or podcast episode? Write a little synopsis and then link to it.

Someone ask you a great question in your DMs? Share your answer with your list!

You do not have to reinvent the wheel. Just make sure it’s formatted for easy consumption in email and you’re good to go!

Experiment with the structure and content

There are so many ways to structure your email marketing and you’re not going to know which works best for your audience until you experiment and compare results.

• Try a basic email/letter format.

• Try a more traditional newsletter format with different sections.

• Try adding visuals.

• Try adding links.

• Try telling the whole story in the email.

You won’t know what works for you until you experiment. Keep an eye on if one produces a better click-through rate or responses to your emails so you can evaluate your results.

Plan and schedule your emails in advance

I am always a big fan of planning in advance so you’re not left scratching your head wondering WTF to send the day you’re supposed to send an email.

Map out your content ideas ahead of time and then schedule those emails to go out on their specific day.

This will help you maintain your consistency (and sanity)!

Maintain your brand voice

For whatever reason, email is where people seem to have trouble continuing to sound like themselves/the brand (whether you’re writing the emails yourself or it’s outsourced).

If you don’t sound like you do on social, your podcast, etc. then it’s going to be a subconscious red flag to your audience because they’re having a different experience with you through email than anywhere else they’re engaged with you.

And there you have it, a quick and dirty guide for managing your email marketing so you can maintain (or start!) to send more consistently. Just make sure you’re still providing value and find what works for you!

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Want help with your marketing?

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Not sure what you need but know you could use some support? Reach out and I’ll help guide you in the right direction (whether that’s working with me or not!)