A few days ago, we talked about creating an email marketing plan. You looked at where you’re at right now and where you want to be at the end of the Challenge and beyond. You have an overall idea and strategy of what it will take to get there. Now it’s time to take the next step and come up with ideas for the content of the emails you’ll be sending.

Sure, you could just sit down every morning and decide what you want to mail about that day. This certainly works and it is how many people do it but can be difficult.  This “fly by the seat of your pants” has a couple of big drawbacks though. It usually winds up being something you rush through because you want to get it out before you get to your other work and if things come up it can be pushed aside altogether.

Why is this important? Because it can greatly affect your email open rates and with that every other conversion metric you’re tracking from click-through rates to sales. If you take the time to come up with a content strategy, you can start to hint at what’s to come. You can share content around a certain topic long before you present an offer to your readers. This creates anticipation and they will actively look for your emails and open them as soon as they hit their inbox if you do this well.

Let me give you an example. Let’s say you’re getting ready to launch a new product on how to publish a Kindle book. In the days and weeks leading up to the launch, you could share information on how profitable kindle books can be. You may interview a successful author or share industry sales stats. You may also create some content around challenges kindle authors face when it comes to formatting and marketing to name a couple. You give them some helpful hints here and there to get them interested and started thinking about this idea of kindle authorship. You talk about how it creates another stream of income and how being a published author can be leveraged to grow your reach and get new subscribers and customers.

Then once your readers are interested in the topic and read it to get started writing and publishing their own book, you drop the offer for the product that will show them how to do exactly that. Do you see how a well mapped out content strategy will help with sales conversions?

Get out a calendar or planner, grab a notebook, or open a document on your computer and map out your content strategy for the next month. Start with the end in mind. What are your biggest goals for that time frame? From there come up with a few different pieces of content that will support your end goal. Think about where your readers are at right now, and where you want them to be so they are open to the offer/action you’re getting ready to present to them. Map out your strategy and then you can get to work writing the actual content for it.

Some content ideas:

  • Autoresponder Messages: scheduled emails that go out to subscribers at certain intervals.
  • Ecourse: A specified series of emails on a certain topic.
  • Promotions: Emails designed to promote a product/offer.
  • Follow-up: Emails that follow-up on a product/offer promotion.
  • Reviews & Case Studies: Informative emails that give subscribers valuable information about a pain point
  • Content Announcements: Sharing a video, blog post, article, podcast, etc.
  • Relationship Builders: Emails that ask for your reader’s input, offer a no-strings-attached gift, take a survey etc.
  • Personal Story: Emails that tell your story that your readers can connect to.

To your success,

Coach Cheryl