This is the real crux of email marketing: what should you send?  This is the question on the minds of most people entering the email or social media marketing sphere.

My marketing manager, Jean Ginzburg and I are both fans of Gary Vaynerchuk. As it happens, both Jean and Gary V. have taught me to show and deliver free value over and over again. 

That’s the simple answer to what you should send in your emails: real, cost free value. 

Create engaging, valuable content

Create and send engaging content. Many businesses only send emails with an agenda. That’s what makes people unsubscribe. They don’t want to be constantly on the receiving end of a sales pitch. 

So your task is to send engaging content that is not salesy. What qualifies as not salesy? Content that adds value without an agenda. 

Those of you on my email list receive my free podcast. I also send you a free one-minute video of my business tip for the day. 

Similarly, for the last two months, I’ve been showing up for an hour-long daily Facebook Live business chat. This is all free. I’m just delivering value from my law firm to my prospects, my audience. 

And on these Facebook lives, I answer questions, also for free. 

Then I repurpose those videos and I put them into the emails that go out to my email list. 

That’s all it is. It’s you passing along free resources to both serve your people, and to attract the people you want to serve.

When your target audience does pay for access to your mastermind group, your courses, or any of your services, they should be blown away. You want them to say, “I had no idea it was going to be this incredible!” You want them to be completely convinced that a single weekend was worth whatever value they paid. 

So, create and send content-engaging, valuable content. You don’t have to sell all the time. Your dedication to maintaining communication will speak for itself.

Place massive value on your audience’s interaction: send them relatable, engaging emails; don’t just sell a service.

I do sell. But because of all the valuable free content, I do provide, my audience knows that whenever I do send an email, my primary goal isn’t to gain access to their money. 

Email marketing allows you the intimate privilege of being in your audience’s inbox. They signed up to be included in your list, to receive correspondence from you Honor that access. 

Sometimes I become annoyed with my own inbox because it gets flooded with useless, repetitive emails. So if I ever give you my email address, then I want you to respect it by sending me only things with real value to me. 

So I hold that same true, massive value for anyone who interacts with any of my brands. If you give me your email, I’m not going to send you junk mail– and that’s what ads are junk mail.  I won’t waste your time and inbox space to sell to you.

Your emails are not about you

Email marketing is about incredible content that will hopefully help your audience achieve success and change their lives. Customer success– that’s the goal. 

Make it about them– your prospects, and their pain points. What do they need? What information would be helpful?

Yes, you eventually want conversions and book consultations through your emails, but that’s a bonus. The sale is about you. You want to make a sale. You want to make money.  

That’s okay. We all get it. But make sure you’re showing up for your audiences to provide value. That’s very critical.

Suddenly I’ve found myself thinking, “In the time of COVID-19, all of a sudden everyone wants to make money. I’ve heard nothing from this or that page and then suddenly they’re in my inbox asking for my money!” 

Because I take a deeper look into email marketing, I’m almost offended. They’ve done nothing to provide me value. They haven’t shown up before. And now they’re suddenly in my inbox trying to sell me something when to date they’ve done nothing for me. 

It’s a rational reaction. The bottom line is, I don’t want my own contact list to feel that way about me and my emails. So I keep usefulness and relatability in mind across all my brands. I make sure I provide value. 

As Jean says, always be consistent and consistently bring value. And then, when you do make a sale, it won’t be abrupt. It just makes sense. You’ve long been providing value and so the offer becomes a logical, natural progression. 

You’ve shown up and nurtured your audience. They’ve gotten so much great information from you that when it’s time for them to take action to pay for a product or service, they do so because you’ve built a rapport and they trust that they’ll receive a return on their investment.

Don’t forget the people aspect

We are entrepreneurs and we’re always marketing. Unfortunately, if you’re not careful you get into the habit, and forget how to effectively interact with people. 

Think about it, you wouldn’t offer your product or services randomly to someone you meet at a cocktail party! 

Definitely not! First, you would make a casual conversation. You would get to know them, and you would help them get to know you. You would then talk about what you do, what kind of results you’ve gotten, perhaps throw in some tips as well. 

Then, and only then, would you gauge their interest, “Oh are you interested in this or that service? We can talk more about it.” 

It’s a natural conversation with another human being. Email is and should always be a conversation–whether you’re talking to 20 or 2000 people. 

Just create your message and talk to your ideal market. 

For me, that’s Jose. No matter what I’m doing, I’m writing to Jose. He’s the person I want to serve with everything I write. He’s foremost in my mind as I create content so I always ask, “Would Jose want to hear this?”

Don’t take unsubscribes personally BUT do examine your content

So often people get discouraged. This is the enemy of consistency, so you think “Oh I got a nasty response or people unsubscribed so I’ll stop sending emails.” 

People are fallible. Maybe they’ve had a bad day. Maybe they were stuck in traffic. The reason could be anything, and they will always have opinions. 

You WILL face rejection through email, on social media, everywhere. 

This doesn’t mean you should stop marketing completely. 

Don’t take it personally. I remember those early days when unsubscribes would devastate me. But you can turn off those notifications. Don’t look at that statistic if it bothers you. You can look at Open Rates instead– that’s a much more useful statistic to follow. 

It tells you if your emails are effective. We’ll discuss Open Rates more in the next blogs. 

And sometimes unsubscribing doesn’t mean your recipient hates your content. They could be cleaning up their inbox. They might choose to consume your content via social media instead. 

Look at the unsubscribes and move on. If you must analyze the trends, instead use the opportunity to ask yourself if you’re truly adding value. Similarly, you could take a note of what email might have triggered the recipients to unsubscribe. Perhaps it’s not the right service for those persons. 

So yes, examine your content for value, but don’t take unsubscribes personally.

If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about email marketing, sign up for my Six Figure Solo program!  Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!