Email marketing strategy of a copywriter: How to not be ‘that’ person

You know that person who you barely ever talk to, and then they text you out of nowhere asking you for a favour? You end up sitting there like, ‘wth, I haven’t heard from you in ages and now that you need something from me you’re reaching out?’

Your email list feels the same way when you only show up in their inbox to sell them something. There’s a disconnect in the relationship.

Which is why the most important part of your sales and launch copy is actually what you do in the spaces in between.

Something a lot of us forget to do (myself included at times) is nurture our audience.

This means we're not just popping into their world whenever we have something we want to sell. We're staying connected with them in between launches, sharing value and stories that make them feel like you're one of them, like you understand them.

This doesn’t mean you can’t include a call-to-action (CTA). In fact I encourage you to still include a CTA (call-to-action) in every email. You can do that without selling something.

Ask them to reply and give an opinion on something, to answer a question. Include a poll if your email software allows for that. Share a free resource with them (one of yours or maybe a podcast that you love).

When you do this consistently, your audience stays warm and engaged. So when the time comes to sell them something in an email, they're already comfortable and confident taking action with you.

So how do you actually keep up with nurturing your audience?

Start by picking a cadence you can be consistent with. It can be weekly, bi-weekly or monthly (I wouldn't recommend going much farther apart than that).

Then, as you're out living your life and working on your business, keep a note in your phone of email ideas. Stories from yourself or clients, podcasts or experiences you want to share. When inspiration strikes, write it down.

Mine looks like this:

• the time we thought about moving to New Brunswick and how we chose to stay with our community (tie in the power of community).

• the time I told my husband I wanted to become a copywriter and he thought I meant copyrighter, the legal kind, but still supported me wholeheartedly (talk about what copywriting really is).

• the time we went to pick a puppy (why first impressions matter).

You can even batch a bunch of emails ahead of time and work them in around your sale and launch schedule.

The key here is consistency. Your audience needs to know you'll show up for them, not just when you have something to sell.

If you're not sure how to get started with setting up your email marketing, your welcome sequence or nurturing your audience, I’ve got just the thing.

Get the Email Starter Kit for FREE right here.

And if you need more 1:1 support, reach out right here.