How to Grow Trust With a Better Email Strategy
What’s your email strategy? Do you hammer your list with constant promotions? Only send out weekly blog posts? Or are you somewhere in between?
Over the past year, I worked with a prominent health supplement company as the back-end email copywriter.
Working with a list of 100k plus subscribers, I was able to increase open rates by 6-7% and click rates by 4-5%. When you’re working with a list that big, that’s a lot more extra eyes on the emails.
Before I came on board, their email content consisted of almost exclusively promotional content. Just about every email tried to make a sale.
This strategy worked alright, but it led to a lot of unsubscribes and a steady decrease in open and click rates. Less and less people were engaging in the emails, and more and more people were losing trust.
So, I worked with the company to adjust the strategy a little bit. For example, instead of all promotional emails, we began to weave in more and more content-heavy emails.
Not only did we get more email engagement (opens, clicks, and responses), but we got a lot more sales when we sent out promotional content.
Today, I’ll outline that strategy so you can use it to build trust and get better results from your email efforts.
The 3-Email Content Sequence
We aimed to build trust and establish authority through better quality email content, and we found that 3-email long sequences were the sweet spot. So, we brainstormed 15-20 relevant email sequence ideas. Ideas like:
- How to relieve stress and anxiety
- How to get better sleep
- How to burn fat through intermittent fasting
Then, we broke each idea down to three parts and outlined them.
We sent out one sequence each week, usually with an email on Tuesday, Thursday, and Saturday.
At the end of each email, we placed a link to our main product (i.e. “And if you haven’t yet, check out the one thing I take every morning for optimal health…”).
So, what does your audience want to learn more about? If you can deliver this information in an interesting way, they’ll keep coming back to you for more.
Brainstorm 10-15 email sequence ideas and get the process started!
Starting With a Story
We didn’t deliver the information in a dry and boring way. Instead, we always tried to start with a story.
Tim Ferriss is the king of weaving stories into his content. So, I read and re-read his books, especially The Four Hour Body, to get an understanding of his ability. For every topic, I brainstormed ways that I could open it in story-form and hook the readers.
Here’s an example of a story we used to start an email sequence about the importance of a morning routine:
How do you wake up in the morning?
Are you excited and ready to start your day – or are you dreading what’s to come?
Because the way you wake up has a huge impact on your health and happiness…
Now, let’s consider a tale of two mornings…
You wake up at 7:30am. You have until 8:30am before you have to be out the door and on the way to work.
You hit the snooze button for a few minutes, check your Facebook and email, and drag yourself out of bed…
Then, you make a quick pot of coffee, wake up the kids, and make your lunch.
You only have a half hour left, and you still need to shower and get ready. Plus, you just remembered you need to get a few emails out before 9am.
You rush through the rest of the morning and barely get to work on time. You’re feeling tired and haven’t had a moment to yourself since waking…
Before you begin an email, think of a way you can start it off with a story.
Weave In Promotional Content
Once a month, around the content emails, we’d create one promotional email sequence. This sequence would be 3-4 emails. It would include good health content – but the whole sequence led to a sales pitch in the last two emails.
For example, in one sequence we were selling vitamin d3. Here’s how the sequence broke down:
- Email 1: The dangers of Vitamin D3 deficiency, and how to get more Vitamin D3
- Email 2: Why you also need Vitamin K2 to make the vitamin D3 more effective
- Email 3: How to get the perfect balance of Vitamin D3/K2 (our product was the solution, and we sell it in this email)
- Email 4: Reminder email (reminding people that the promotion is ending and this is their last chance to get the deal)
This email strategy helped the company to increase sales and email engagement, and earn a lot more trust from customers.
Want ARCH to create and implement a winning email strategy for your business?
Send us an email here and let us know!