I teach a lot of email marketing seminars. A LOT. Over the years, I’ve presented email marketing to 1000’s of small business owners, marketers, and organizations. Some of the students are familiar with email marketing, and some are brand-new to the concept. But without fail, I get asked the following questions in my sessions. Today, I’m sharing my answers with you!

What type of content do I send? 

The content should always be about them (the reader), rarely about us. Subscribers want to know WIIFM (what’s in it for me)? Sending relevant content to an interested audience is key. Make the content personalized, interest-based and value-laden. Always include a CTA (call to action) even if it’s just a read more link to your blog or video or website. Video content is some of the highest performing content at the moment, so leverage that opportunity to drive traffic to your YouTube channel!

How often should I send an email? 

This will vary based on your industry and your subscribers expectations. If you’re a local deli with specials of the day, then daily, of course. If you’re a nonprofit organization, monthly might suffice. How much content do you have to share? So many factors affect this. For most businesses and organizations, 2-4 times a month is acceptable.

How do I grow my email list on a budget? 

There are numerous ways to grow your list without investing a fortune! Here’s several free or low-cost ideas. 

1. Add a SUBSCRIBE link or button to your email signature 

2. Create a QR code that links to your sign-up URL 

3. Add a signup form to your website. 

4. Use Text-to-Join, a feature included in some Email Service Providers and available as a 3rd party tool for others

 5. Create a landing page with a freebie download. 

How often should I provide value versus sell? 

We provide value in every single email campaign we send. Again, it goes to knowing your audience, knowing their needs, their pain points, serving them. And dependent on the industry, selling in emails will vary. If you’ve got a product or service to sell, promote that. There’s no hard and fast rule, because it’s so industry specific. We help our clients identify the best strategies for their unique businesses.

Do I need to have a content plan for my email list?

Absolutely! A content calendar is a huge time saver. You know when we have events and sales and new products, etc., so those get added first. Then you fill in with additional content. A content calendar is really the best way to approach all content marketing strategies.

Got more questions?

Got a burning email question not answered here? I’m happy to help you. Drop a comment below, or reach out to me on social media, or email your questions to hello@melaniediehl.com I’d love to hear from you.

Learn more about email marketing!

We offer both in-person and virtual training for individuals, organizations, private groups, and higher-education programs. Check out our offerings here, and our workshop calendar here. If you don’t see what you’re looking for, we can create it for you! Simply email us to discuss your specific needs, and we can make it happen!