- Send “Content Driven” email that to your subscribers with a personal message, quality content (help them accomplish something), and a clear and strong call to action to reply, which helps builds a strong relationship with your readers.
- Rather than sending a link to your blog posts in your email, send the “whole post” in your email to build value and trust with your subscribers.
- Take an existing piece of content that you have already created and ‘repurpose’ it into something different – a PDF format e-book, an audio version of the post, etc – so you can maximize its reach.
Imagine a guy who launched his blog only a couple of months ago already getting 1000s likes, 100s of comments, and over 50 shares every time he posts something new. For you, on the other hand, a comment from someone unrelated to your niche still feels like a BIG win.
What must he be doing so different from you? Does he write produce ‘great content’ every time, or is there something more?
He is building a great relationship with their audience while you are not. The good news is that it is actually not that difficult to engage with your subscribers through email when you know which types of email to send them.
Here are 7 emails types you should be sending to your subscribers to improve the open and click rates as well as boost reader’s engagement and build a lasting relationship:
Related article: 5 Creative Email Marketing Campaign You Can Use Today
#1: The “Content-Driven” Email
Many marketers talk about the benefits of subscribing to your email list, but are they getting anything special besides the free resource for trusting you with their email? Maybe, you will send a friendly note to your subscribers when you want them to check out a new post.
But, if you think about t, it is not enough so.
So, I decided to change few things up.
Last week, I decided to send out a content-driven email personally for my list of email subscribers. It was just like my blog posts but were in more conversational style better suited to email.
The response I received after I sent the email out was overwhelming.
I received over 21 replies to that email, ranging from “Great post” to an offer to hire me for a $3,700 content marketing project.
Surprisingly, many subscribers even shared the email on their social media profiles.
You do not need to have over 1,000 subscribers to reap the benefits of this email marketing tactics. All that is needed from you is:
- A personal message to send off the email – Make sure to inform your readers that they are the only ones reading it
- Quality content – Make sure your emails help them accomplish something. In other words, you should be sending more than just, “Hey, just wanted to say Hi!”
- A clear and strong call to action reply – For example, you could ask them to reply to your email. Make sure to ask them good questions and let them know you are there to help them. This will foster your relationship with your readers, and they will stop sending your emails to their SPAM folder less.
#2: The “Whole Post” Email
Your focus must be making it extremely easier for your readers to consume your content as possible. Simply including a ‘Click here to my blog post’ does not add as much as sharing a valuable content that builds trust with your readers.
How you build value and trust with every email you send, you ask.
Well, you give away everything in the email.
So, instead of sending a link to your blog post in your email, send the entire post so that your subscribers can read them right in their inboxes.
Ground-breaking? Not really – but only a few bloggers think about its pros and cons before making that leap. A lot of them simply send a link to their blog posts in their email as everyone else to seem to do the same.
While it is true that giving an intriguing preview of your blog posts and then linking it back to your blog posts might generate more traffic to your website and comments and social shares, you must see other things:
Emails without a link add They build trust among audiences. Just think how unusual will it be to receive an email that asks nothing from you. It sole purpose is only to educate, help, and inspire you. Isn’t that type of email list you want to tell others about?
When you send content-rich emails (rather than emails with a link to it) something interesting happens…
You train your subscribers to read your whole email, and not just your blogs.
Simply enter your entire blog post into your email to start training your readers to read your emails. This way, when it comes time to send them something besides new blog posts – a product you are trying to promote – they will be more likely open your email just because they are so excited to read what you have to say.
#3: The “Repurposed Content” Email
This email-marketing tactic is quite simple and straightforward – take an existing piece of content that you have already created and ‘repurpose’ it into something different so you can maximize its reach.
- Turning your related blogs into free e-book(s) or email course
- Turning a written blog into a podcast episode
- Getting a video transcribed and turning that transcription into a blog post
- Turning a written blog post into infographics, etc
And, recently, there is a trend in the rise in ‘repurposed content’ that offers an incredible amount of value to subscribers, with relatively small amount of work:
Re-releasing a popular content on your blog in a new format.
There is a small difference – you are sending the content via email as brand new. Rather, you are giving your audience a new way of enjoying the same content in a different format, and you deliver them through your email.
A popular blog WaitButWhy.com put this strategy into action in an email to their list of subscribers.
Just after few weeks of publishing a huge blog post about SpaceX, Tim Urban, the author of the post, sent an audio version of the post, and a PDF format they could purchase for $3.
The audio version of the post received an overwhelmingly positive response. Thanks. Love. Kudos. Those were the words in the comment section of their blog post.
Oh, yes, you may not have over 1,000 email subscribers in your email list, but if you have readers who love to read your content, chances are that they may want to read it in a different format.
Sending out an audio version of a very popular blog post is a great way to build even more engagement out of something you already put in so much work to create.
#4: The ‘Free Consultation’ Email
If you are trying to think of what emails to send to your new subscribers but do not know what to do in the meanwhile, we highly suggest that you offer a free consultation. Yes, it sounds a little ‘off’ to most people, which is understandable, as people might think of it as:
- If I offer free service now, no one will pay me later for it.
- Providing consultations mean spending a lot of time
- I cannot do it – what if someone gets on the phone and I cannot deliver?
However, you are more likely to:
- Become better at delivering value as it keeps you on your toes
- Build a real, lasting relationship with your audience on your email list.
- Understand your audiences biggest problems, issues, and pains
- Build a great online credibility for testimonials and case studies
All you have to do is start sending the ‘right’ emails. Particularly, your free consulting email needs to offer three important things:
- Set limitations on calls offered and expectations delivered. Inform your audience how many calls you can entertain and how long each call will be. By setting limitations, you save a lot of time for yourself and also increase your subscriber’s sense of urgency.
- Tell a clear, specific outcome of the consultation. Do not just tell your subscribers, “Hey, I am offering free consultations, Would you be interested?” Instead, list all specific benefits they will receive from the free consultation, and how they will be delivered.
- Make them apply for the consultation. Rather than serving subscribers on a ‘first come first serve’ basis, ask them to answer a handful of questions to be considered for a free consultation. This will immediately give you a chance to gain a valuable insight into your audience and choose those people whom you want to work with the most.
If you are looking for a way to bring back life to your list, the free consultation email is a great way to do it.
#5: The ‘How Can I Help You’ Email
Writing useful content on a day to day, week after week, month after month, and year after year is an excruciating task for even the most experienced bloggers.
Even if you keep notes of good ideas as they pop up and write them down, at some point we all have felt like running out of the good content idea.
Luckily, there is a simple solution: ask your subscribers how you can help them.
Yes, it is a little bit awkward. As bloggers, we should already know what to give to our audiences, right? Well, it is true that your readers often do not know exactly what they want, but they do know the problems they are in. And if you ask them questions in terms of problems, you will actually end up with more ideas than you had ever imagined.
That is what New York Times best-selling author Jerry Jenkins did when he sent out an email recently to his blog subscribers. He crafted his subject line of ‘How can I help you?’ and went on to ask them, ‘What would you like me to write most about?’
Not only that, Jerry provides info that is more helpful:
- He tells his subscribers that every writer struggles with writing something.
- He also guides his readers with topics – starting with the Story? Plotting? Crafting Dialogue? Finishing strong?
- And adds a final reminder that this is all that they need help with.
What happened after an hour? Well, over 100 readers responded to his email, many of them highly detailed and specific.
See, if a guy who has already written 21 New York Times bestsellers is not too proud of asking his readers what he should be writing about, then we think you should not be either. The ideas you will gain can be worth all the effort.
#6: The “Unopened Resend” Email
Even if you look at your best ever email open rates, it is quite depressing. When you see a 40% open rate, all you can think of is: what happened to all those 60% of emails.
If you have been facing this issue lately, then you will simply love this email tactic, originally created and implemented by John Morgan, the author of Brand Against the Machine and a veteran blogger.
The concept is very simple, yet the results it will generate to you will severely affect the number of subscribers who will view your content. It all comes down to this:
You resend the email informing about your latest blog post to all your subscribers who did not open it the first time.
If you were worried about annoying your subscribers by re-sending the email, you need not, because the results you will get will tell you otherwise. This is how John re-sends his emails to make sure he annoys as little or no people in his list.
- Make sure to change the subject line. (Click here to learn how to craft best email subject lines that will boost your open rates by 47%.)
- Sometimes, you could also change the first opening sentence, but keep the rest of the email the same.
This generates a better result for your open and clicks through rate. For example, if 5,000 people opened one of your emails, but other 10,000 did not, then after re-sending the email to the 10,000 that did not open the email the first time; you might get an additional 5,000 open rates.
John goes on to add that the results that he has been getting have not only led to higher open and click-through rates but also to boost customer relationships. Not to mention, you will not have to create as much content. Soon, gone will be those days of creating content after content just so that you would have a reason to send an email.
Maybe, you have had heard of this email marketing tactic before, but were hesitant to give it a try. But we say give it a shot. The results itself will speak for themselves.
Warning: Do not use this strategy for every single email that you send out. But if there is something you would like to send that is highly important, then it is an easy way to make sure a large portion of your subscribers become engaged with it.
#7: The “Free Preview” Email
Have you watched movies previews? They are fun to watch are not they? They get you excited about the upcoming movies. No wonder studios spend so much money in producing and distributing them because that will actually drive people to the cinema to watch the movies they have to spend millions of dollars producing.
Just like movie previews, it is a good idea to create previews for your content
Maybe you have an exciting thing for your audience – a webinar, a free book, a product launch, or even just a new blog post that you have spent a lot of work – that you want to email them about and announce its release.
And, to make this process easier on your side, you can send a ‘free preview’ email.
Personally, I believe nothing gets people so excited about something than giving a small taste of what is to come before actually releasing it.
Giving a peek into your content accomplishes several things at once:
- You make your people feel it is going to be helpful to them, making it much more difficult for them to miss out the release once it hits their inbox.
- It arouses undeniable questions in your subscriber’s minds that they will want to find an answer to – all those answers your actual content is going to offer them.
- It compels you to be clear of the value proposition of your content well before the content is complete and before the heavy promotion begins.
Brian Dean, the blogger at Backlinko.com, used the free preview email really well. In his teaser email, Brian hinted his subscribers about an upcoming epic-length blog post about an ultimate guide to SEO tools. So what Brian actually did with his teaser email? He started a conversation about top SEO tools in his subscriber’s minds.
He sent an email with a subject line, “Hey, I found these 3 amazing SEO tools last week,” and the email content gave the readers exactly that. Brian mentioned three useful SEO tools and also explained why they were useful.
Also, before sending his teaser, Brian wrote a 500-word length useful content, making his tease even effective.
Here is how you create a teaser and send to your subscribers:
- Before sending the teaser, give your readers useful content, just like Brian did with his 500-word blog post
- Ask small favors from your readers, such as asking them to answer a quick question or give some feedback.
- Giving your subscribers both of these things will help grab their attention even better than a simple “heads up.”
Before you send these types of emails to your subscribers, make sure to read our 7 things to remember when publishing an e-newsletter to boost open rates, engagement, and click-through rates.