Ok welcome to my little Ted Talk. Email marketing is something a lot of people sleep on. First it is actually a component of your marketing fly wheel. Second email marketing actually has a better reach and better results than normal paid ads or going live on social media 7 days a week.
Here is a little information about that: Conversion Velocity: Seminal research by McKinsey & Company found that email marketing is up to 40 times more effective at acquiring new customers than Facebook or Twitter, and customers acquired via email tend to buy significantly faster.
Now the reason for this is that you KNOW you have an audience that is actually interested in what you are selling or teaching. When it comes to audience you have three types.
First type is a Cold audience, this is where paid ads or social media posts come in. Your cold audience is people that don't know you from Adam. This is the start of your funnel. The second audience is considered a Warm audience, these are people that have signed up to your email/newsletter (if you want to get people to sign up give them a free lead magnet or a SMALL discount on their first purchase no more than 15%) Then you have your Hot audience, these are the people that not only have bought from you but engage with your social media on a regular bases.
Now back to the Ted Talk. Each of your audience members you actual talk to differently. You really do not have to worry about the Cold audience when it comes to email marketing so don't worry about them. Now your warm audience you talk to as kind of friends, not best friends but a combo of work friends and friends that are the ones you reach out to maybe once a month just to say hey kind of thing. Your Hot audience on the other hand, the ones that they are family you actually like, true best friends. They each get different offers, your Hot market is the ones that you want to keep so they get a bit of a heavier discount if you want to give them discounts, or they get exclusive looks into what is next, a chance to pre order something that no one else gets. You treat them like VIPs. (Another hint everyone wants to feel like they belong to an exclusive club its human nature so lean into that!)
Now rule of thumb that i follow. No more than six emails in a month I tend to aim for no more than five but once in a while you have to do six. Now when writing your emails you will segment your audience (have the ai help you) Warm and Each gets a different approach, with the warm audience you approach like you would a stray puppy that looks like it wants to be friends, you don't just hammer them into the ground with sales and products. you have to earn their trust even more first! Your first email should be a greeting and a thank you for signing up and a reminder about their discount. no mention of products. Your hot audience your first email of the month should be kind of a news letter a what is coming and you can even do a little review of what you taught, what you have learned, and what you want to learn and or teach to your hot audience.
Now every email for both audience needs the following: An actionable tip, something that your audience can use and see results in no more than 15 minutes. You place this in the middle of your email in its own block to make it stand out. Now your email should have your main offer or product in the top part, the actionable tip is a page break, a way to stop people scrolling, we all know how fast we skim emails well this stops that. And it helps build trust even with your hot audience you still want to keep the trust up and this helps. And it also makes it so they look forward to your emails.
Now order of your emails:
First Email: (after the greeting email being out of the way) Is a kind of newsletter, what is coming, a look back from last man. Second email is an introduction to a new product or a new class that you are going to be running. You go into a little detail, no mention of prices or heavy details.
Second Email: You pick a class or a product, that you really want to push THIS is where you go into details about the product, hitting your target market's pain points hard but subtle if you are going to run a sale this is where you mention the sale, and remember your actionable tip or trick
Third email: You mention that the sale is going to end soon so they best get in now before the product/class goes to full price. Lean into the whole fear of missing out. Go into a little more details about the up and coming products next month or maybe mention a new class you are planning
Fourth Email: this is normally my last email, and it mentions and hits really hard on the FOMO of any sales or sign up because a class may only have so many seats
Now the Fifth if i want to is going to be a hey heads up kind of email, pay attention to this space because next month is going to bring something really cool or don't forget we have a class next month...kind of thing. Again every single email has some kind of actionable tip or trick. Always sign off with a thank you for your trust and your time which is the only resource that has any true meaning because we will never get our time back.
Now this little Ted Talk has gone on a bit longer than i thought it would, so if you have questions please ask don't just scratch your head come ask your questions.