Email Marketing Strategy

The First Step is to Build a Relationship

Email Marketing is about more than sales. It’s about building relationships.

When you think about an email marketing strategy, your first thought might be about making sales. While this is one of the goals of your email list, another that is just as important is to build a relationship with your list. Building a relationship will allow you to help the people who need you as well as build up the know, like, and trust that they need in order to eventually buy from you or work with you. As always, if you have any questions, please leave a comment.

If you’re brand new to email marketing, check out our series to get all of the information you need to get started right!
Email Marketing Series

Email Marketing Strategy: Building Relationship

When you think about email marketing, you might be turned off. Some of the words that might come to mind are “spammy”, “salesy”, “annyoing”, and the list goes on.

And email marketing can be all these things.

But, if you do email marketing right, you’re not going to be seen this way. Instead you will be seen as a generous person that wants to help and support people. You will be seen as a friend. People will get to know, like, and trust you.

And then, and only then, will they want to work with you or buy from you.

So, how do you build this magical relationship with your subscribers? It starts with your email indoctrination series.

You indoctrination series consists of pre-scheduled emails that will be sent out automatically to someone who subscribes to your list. In order to do this, you need to be using an email marketing service provider that includes autoresponders.

If you have chosen to use the freebie account with MailChimp, you won’t have this option, but don’t worry, we’ve got your back! Check out the notes at the bottom of each section below.

Email Marketing Strategy: Day 1

This email is going to be scheduled to go out automatically once someone confirms that they have subscribed to your list.

Make sure you let your personality shine through — you’re a person and each name on your list is a person — so connect with them like people, or even better, like friends (I think of all of the people on my email list as friends!).

In this email you want to give a brief introduction and then immediately give them access to your lead magnet (or whatever they subscribed for).

Follow that up with instructions on how they can make sure they’re getting your emails, keep them out of spam, etc.

Next, give them a little teaser about things you are going to send to them over the next couple of days.

These could be any number of things from other freebies, specific blog posts or videos, or anything else you might think of that could help and support your subscribers.

This will not only have them expecting to see you in their inbox, but hopefully have them anticipating your next email.

Finally, tell them where else they can connect with you — give a couple of social media platforms you’re active on. (Don’t give a long list — when people get overwhelmed, they tend to do nothing).

(MailChimp Freebie Users: Create a new page on your website (do not include in your navigation menu), include the above, save the draft, and move on to Day 2).

Email Marketing Strategy: Day 2

This email will be scheduled to automatically go out on the following day.

In this email, you’re going to tell them more about you, what you do, and why you do what you do.

You might also include a picture of your smiling face!

You’re also going to position yourself as an authority in your field and explain to them what you’ve done or been through that makes you an authority.

Then you’re going to deliver on yesterday’s promise, whatever that was.

The Business Builder’s Blog has two separate lead magnets. So, on day 1, I send people the one they signed up for. On day 2, I give them access to the other one.

(MailChimp Freebie Users: Include the above on the page your started yesterday, save the draft, and move on to Day 3).

Email Marketing Strategy: Day 3

This email will be scheduled to automatically go out on the following day.

This is where you’re going to wrap everything up.

Recap how they can make sure they see your emails and let them know what they can expect from you. This can include what you will send to them, how often you send to them, telling them to “hit reply” if they ever have any questions or if there is anything you can do for them.

Finally, give them access to a third goody that will help support them.

(MailChimp Freebie Users: Include the above on the page you created on day 1 and publish! Now, put a link to this page in the confirmation email that MailChimp automatically sends out when someone subscribes).

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Originally published at on March 6, 2017.