Email Marketing Made Easy: A Complete Guide For The Newbie Blogger - Victoria Hockaday
victoria-hockaday-email-marketing

Email Marketing Made Easy: A Complete Guide For The Newbie Blogger


Victoria-hockaday-email-marketing-beginners-guide

Is email marketing dead?

The short answer is no!

Despite the hype over other channels, such as social media, video and chat bots, email marketing remains to be ranked as the most effective digital marketing channel.

Free email course




Transform your email marketing in 6 days.


Enter your name and email address to get the first lesson. 

We value our new relationship and we won't spam  

You’d think that something that’s a decade old, would be outperformed by now. Right?

Well…the reason why it outperforms other marketing channels is because more people are on email compared to any other platform.

In fact, 85% of adult users are on email, compared to 22% on social media, which opens an incredible opportunity for bloggers.

That’s why it’s more important than ever for bloggers to rock their email marketing.

So, what’s the deal?

Well, the problem is that many bloggers don’t know how to do email marketing right.

Cause you probably understand the importance of email marketing but you have NO IDEA where to start, how to write emails, how to share your paid offers and build your email list.

Sound familiar?

Today, you’ll learn the basics of email marketing, so that you have an effective email marketing strategy moving forward. Hooray!

But before we dive in let’s go back to basics.

What is Email Marketing?

To put it simply, email marketing is a marketing channel that bloggers or entrepreneurs use to communicate with potential or current customers via email.

What is an Email List?

An email list is basically a list of subscribers who sign up to you to contact them via email. If you receive emails from brands then you’re probably on their email list!

If you’re a blogger and you’re going to be selling products or services, you need to have an email list. And, this is because the success of your products and services rely on your email list.

But the quality of your subscribers is more important than the amount of people you have on your email list.

And what’s more important than that is what you do with your email subscribers once they get on your list.

Why is Email Marketing Important?

There are 3.8 billion people on the planet who use email marketing, making it an incredible medium to reach your customers. (And probably one of the best reasons for email marketing is that there’s no restriction on when you can reach out to your subscribers!)

Here’s a few more reasons why email marketing beats any other marketing channel.

1. Your Message Is More Likely To Be Seen

You probably already know how distracting social media can be, which makes it harder for your audience to determine which post is the most “important” for them.

Typically, social media platforms, such as Instagram and Facebook are designed to be addictive. So, you’re audience is less likely to leave the platform and check out your latest blog post or read about your product. Are ya with me?

Plus, you can’t guarantee that people will see your post because you don’t know whether people are checking their phone. But with email marketing? Your email is literally sitting in their inbox waiting to be opened! And it makes it more likely that your dream customer will read your email.

2. They’re More Personal

Getting into someone’s email inbox is like being invited to someone’s home for dinner. So, it’s a pretty big deal when you’re invited!

Chances are, they had a problem, found you and trusted you enough to give you their email address. Essentially, they’ve given you permission to contact them forever (unless they unsubscribe of course!).

This means that email marketing is a lot more personal than any other marketing medium. Meaning that you can connect with your audience in a much deeper way than any other platform.

So, it’s important that to make your email marketing effective that you make it personal. Because even though you might have 10,000 email subscribers, you want to make it personal, so it feels like you’re talking you one person.

3. Higher Return on Investment

Another reason why email marketing is effective is because it has a higher return on investment.

Basically, if you’re planning on selling products and services, you’re going to get more sales from email marketing compared to social media.

Let’s say for example, you create a post on Instagram sharing info on your product. On average 1% of people will purchase your product. So, if 100 people saw your post, you’ll have 1 sale from that group of people.

But with email marketing?

If you share the exact same information but you send it to your email list, 1-3% of people will purchase your product. So, you could make 3 sales. Big difference right?

4. Sell Digital Products on Autopilot

If you’re a blogger looking to sell digital products, email marketing is going to be your best strategy.

You can leverage email marketing to create value-filled emails that your dream customer is going to appreciate from you. In fact, the key to selling your digital products is building trust and you do this by giving a ton of value.

Getting Started With Email Marketing

If you’re getting started with email marketing there’s 4 steps you need to take.

  • Narrow down your niche
  • Get clear on your ideal customer
  • Create goals
  • Choose an email service provider

Let’s break down each step!

1. Narrow Down Your Niche

Before you enter email marketing territory, it’s worth getting clear on your objectives with it.

Before you enter email marketing territory, it’s worth getting clear on your objectives. Most importantly, you want to get clear on the topic and niche you’re going to focus on.

Here’s how you can choose the perfect niche.

First things first, you want to do some soul searching, so you can get into alignment and do something that you’re passionate about. At the end of the day, passion overrides everything. If you don’t love what you’re writing about then you’re not gonna stick with email marketing. Does that make sense?

Cool.

So, your niche is likely to naturally arise from your interests, skills and values.

Here’s some questions that will help love bug:

  • What topics interest you?
  • If you could do something free for the rest of your life what would it be?
  • Do you have special skills?
  • What do you enjoy doing so much that time flies when you’re doing it
  • What challenge have you overcome that you’d like to help others with?

Basically, this means that there’s enough people who are interested in this topic. Another way is looking at whether people are doing paid advertising in your niche and looking at Google Trends.

One of the best ways to figure out whether a niche is profitable is to see how many monthly searches it gets on Google. Ideally, you want to aim for a niche that has at least 10,000 searches per month.

Otherwise, it would be pretty disastrous if you wasted months, years, writing emails that didn’t bring you any revenue. Right?

Once you’ve got into alignment (and your heart is singing  by the thought of it!) you want to make sure your niche is profitable.

Bonus points: The only way to truly validate your niche is to sell your products or services. After all, until someone hands over their card to you, you can’t prove whether it’s going to bring revenue until it does. Right? To do this, reach out to a group of people offering a product or service. You can do this through LinkedIn or email asking them if they’d like to purchase your offer. If you end up with a bunch of sales then BOOM you’ve validated your offer!

Doing this research will give you real data, so you can make an informed decision. Ideally, you to want to choose a niche where there is a need and people are willing to pay for it.

2. Get Clear On Your Dream Customer

Once you have a firm grasp of what topic or problem you’re going to solve, you want to get clear on your dream customer.

One of the mistakes that bloggers make is they resist choosing a target audience. Instead, they throw a wide net to try and appeal to everyone. As a result, people don’t have a clue who they’re talking to! Oops.

Think about a group of people that you connect with and want to help. Typically, your target audience will be a group of people that you connect with and relate to. (So make sure that you actually like the people that you’re going to help!)

3. Create Goals

Ok, now that you’ve got a good idea of who you’re going to help, you want to get clear on your objectives.

More questions to ask:

  • What services are you going to offer?
  • What products do you want to sell?
  • What’s your goal with email marketing?

You’ll also want to think about your email marketing strategy. What will your newsletter be focused on? What will your goals be with email marketing? How will you know when you’ve achieved them? How will you nurture your email list? How often will you send emails? How will you make income?

If you’re just starting out then you’ll want to focus on creating newsletters to nurture your email list. Ideally, you want to send a newsletter once a week but if that seems like a stretch, start by doing it every two weeks. Then, as soon as you’re in the rhythmmmm, you can do it weekly. Sound good?

4. Choose An Email Service Provider

Instead of having a generic freebie for every blog post, you can use content upgrades that are more specific to the blog post. (And they are amaaaazing btw for increasing your email subscribers!)

In addition, a content upgrade is an “upgraded” piece of content on top of a blog post. It’s pretty much an opt in freebie, the only difference is that it’s more targeted to that particular blog post.

Now, if you want to build your email list, you need a landing page builder, so you can effortlessly get email subscribers every single day.

Ok. Let me explain! Basically, a landing page is a “distraction-free” web page that doesn’t have any unnecessary noise, such as menu navigation, sidebars and ads. The aim of a landing page is to reel in new subscribers to sign up to receive a lead magnet or opt-in freebie.

Alternatively, if you want to prioritise list-building from the get go of your blog biz then you might want to use a tool that has landing pages and content upgrades. Come again?

If you just want to send newsletters and you have less than 1,000 subscribers then Mailchimp is perfect. (Cause Mailchimp is free for the first 2,000 subscribers!)

So, if you’re looking for a tool that has landing pages and content upgrades, I’d recommend Convert Kit.

How To Build An Email List

If you want to have a profitable business, you need to focus on your biggest asset — your email list.

Your email list gives you a licence to print money online, so if you’re not consistently growing it, you’re going to struggle!

Honestly though, I put off building my email list for 2 years because it scared me senseless.

But when I decided to take it more seriously, everything shifted for me. I want the same for you too!

There’s 4 steps to take when it comes to building your email list:

  • Create an opt in freebie
  • Focus on the one thing
  • Create a landing page
  • Promote freebie
  • Create content upgrades

Let’s break down each step!

1. Create An Opt In Freebie

To invite people to join your email list, you want to create a magical opt in freebie. (I say magical because it’s gotta be something that your audience LOVES, wants and needs!)

Typically an opt in freebie is a checklist, cheat sheet or PDF that you offer someone in exchange for their name and email address.

Basically, it’s a free bribe that you offer to begin a relationship with your audience.

Ideally, you want to create something that is hyper-relevant to your audience and solves one problem.

Answer these questions to discover the perfect opt in freebie:

  • What does my ideal client need to believe or want in order to sign up to my list?
  • What one problem will my lead magnet solve for my ideal audience?
  • Which one quick win will my audience get from the freebie?

Got an awesome lead magnet?

Excellllent!

2. Focus On The One Thing

Ever heard of the ONE THING? Well…it’s the idea that by focusing on one thing over time, you’re more likely to create extraordinary results.

Cause if you’re just starting out, you’re better off focusing on creating ONE piece of content and growing ONE audience.

(Let’s be honest, not everybody loves list-building)

It’s because the thought of growing your email subscribers beyond 100 can be super overwhelming.

But, if you simplify your workload by focusing on the most important task (your content) it’s going to be far easier for you!

So, get crystal clear on which audience you’re going to grow and commit to creating one piece of content EVERY WEEK.

Here’s some ideas for content you could create:

  • One blog post
  • One podcast
  • One video
  • One live video
  • Or 5x Instagram posts a week

Ultimately, you want to produce content weekly, so that your audience keeps coming back to find your new content.

Bear in mind that if you’re going to focus on Instagram, it requires you to be on the platform daily to grow an audience. So, you’ll need to post 5x a week.

3. Create a Landing Page

Once you’ve got your opt in freebie, you want to think about where you’re going to place it and how often you’ll promote it.

That’s why, I recommend that you create a landing page, so you can promote your opt in freebie across your social media.

If you’re looking for a landing page builder you have a few options. You can use Convert Kit, Thrive Leads, Leadpages or Kartra. If you’ve got a blog on WordPress, I’d recommend Thrive Leads.

The reason why I recommend Thrive Leads is because it’s easy to use with WordPress and it has a one time payment of $67. It’s also has an amazing A/B testing feature, so you can test different aspects of your opt in forms to see which ones have the most conversions.

4. Promote Your Opt In Freebie

Alright.

You’ve worked super hard on your lead magnet. Now it’s time to start sharing it with the world!

There’s a few things you can do to get more eyeballs on your opt in freebie:

  • Increase blog traffic. Growing your email list is a number’s game. The more people you can get on your website, the more people are going to sign up to your email list. To increase blog traffic, you want to stick to producing weekly content so that people come back to your site often. Another way is to create click-worthy pins on Pinterest to drive traffic to your blog.
  • Share on social media. You need to map out where you’re going to promote your opt in freebie and how often you’re going to promote it. You can use Smarter Queue to promote your opt in freebie to Facebook and Twitter. (And, you can use Tailwind to promote your opt in freebie to your Pinterest boards, group boards and Tailwind Tribes!)
  • Guest post or podcast. Did you know that leveraging other people’s community is amazing for building your audience?  Collaborating with other influencers in your niche through podcasts or guest posts is incredible for growing your email list.
  • Optimise your site for conversions. You want to place your lead magnet 7 times on your website. This looks like your blog header, menu navigation, side bar, below your blog post and within your blog post.
  • Webinars. If you want to grow your email list you need to get off your blog and interact with your audience. Webinars are awesome for connecting with your audience and they humanise your brand.

5. Create Content Upgrades

A content upgrade is a lead magnet that naturally flows from your blog post. It’s very similar to an opt in freebie, the only difference is that it’s more targeted to that blog post.

The idea of a content upgrade is that instead of having a generic opt in freebie on your website, you have a content upgrade that is more specific to a blog post.

So, look at your top 5 most viewed blog posts and create a content upgrade for each blog post.

Email Marketing Basics

Email-marketing-beginners-guide-victoria-hockaday3

1. Segment Your Email List

Although building an email list is super important, it’s even more important to segment your email list.

Basically, the aim of email segmentation is breaking down your email list into smaller groups so that they receive emails that are more specific to them.

At the end of the day, not everyone on your email list is going to behave in the same way. Right? So why would you send the same email to everyone? Exactly.

Ideally, you want to segment your email list, so that you only send emails to people that are the most interested in your content. Does that make sense?

So, how do you segment your email list?

First, you want to find out how each reader subscribed to your email list in the first place. Did they sign up to receive a freebie? Perhaps they purchased your nurture wire offer? Once you know this, you can give them a tag that’s related to their interest.

Here’s an example of how you might organise your email list based on interest:

Interest: Email Marketing

Interest: Blogging

Interest: Digital Products

Interest: Pinterest

2. Be Personal, Energetic and Engaging

In my opinion, the best emails that I read are friendly, warm, funny and encouraging. So, think about the tone you want to convey in your emails and how you want people to FEEL after reading them.

Be mindful that your energy get’s embedded into your communications. So, practice writing emails when you’re in a good energy, such as after going for a walk or midday dance party 🙂

One of the most overlooked aspect of email marketing is being yourself. Ideally, you want to talk to your subscribers the same way that you’d talk to a friend. Meaning that you want to be personal so that your audience can connect with you! 

Doing this will help you to connect with your audience in a DEEPER way and they’ll become addicted to opening your emails as if you were their BFF.

3. Speak to One Person

When you think of writing your emails, you might think of writing to the hundreds of people that are on your email list. Instead, you need to write your emails as if you’re speaking to one person!

One of the easiest ways to do this is to get really clear on your dream customer. When you know what their fears, challenges, dreams and goals are you’ll be more clear and confident about who you’re speaking to.

4. Sprinkle Humour

Humour is an incredible way to personally connect with your audience. It’s engaging, fun, energetic and people are more likely to remember you for your humour.

Now, you don’t have to learn comedy stand up to pull off a funny email. It’s the simple things like inserting GIFS or videos into your emails. I personally love using GIFS in my emails. Honestly, sometimes I have to hold myself back from flooding people with Beyonce GIFS 🙂

5. Test The Best Times To Send Emails

The time you send your emails can have a big impact on whether people open your email. If you’re just getting started with email marketing then you might want to send out your email newsletters at different days and times of the week.

Then, after about 10 email broadcasts, you’ll have an idea of what the best time is to send your emails.

6. Create Valuable Content

One of the biggest things that’s going to keep your readers coming back for me is how valuable your emails are. You want to keep in mind that the higher the value of every email you write, the more loyal your audience will be.

So, what value bombs can you offer your audience? Maybe it’s an epic video tutorial? Or perhaps it’s answering FAQ’s that your subscribers might be too afraid to ask.

7. Add Social Sharing Buttons

When it comes to email marketing, you want to prioritise list-building. One of the ways to grow your audience is to add social sharing buttons at the bottom of your emails.

In fact, for my latest free 6 day email course on email marketing, I added social sharing buttons in the Post Script (P.S) part of my emails. The aim of this is if they find my course valuable they can share it with their friends!

8. Ask For a Double Opt In

One of the ways to make sure that you’re getting a better quality email list is by creating a double opt in form. Basically, when someone gives their email address to sign up to your email list, you want to make sure that they’re a genuine person with a genuine email address. Or, they’re someone who is genuinely interested in hearing from you and learning from you.

Creating a double opt in form allows you to confirm genuine accounts. Essentially, once they’ve given you their name and email address, you send them a confirmation email to confirm their identity.

Here’s what it looks like:

  1. Someone clicks on a landing page to receive your opt in freebie
  2. They enter their name and email address
  3. You send them a confirmation email
  4. They go into their inbox and click on the link in the confirmation email
  5. They are taken to the thank you page
  6. They receive your welcome email

9. Regularly Clean Your Email List

At the end of the day, you’re paying to email your audience. So, if people aren’t opening your emails or engaging with you, you want to clear them from your email list.

It’s a good idea to clean your email list regularly so that your email list doesn’t go stale. To do this, you can remove any email subscribers who haven’t interacted with you over the past 6 months.

Before you remove people from your email list, you can ask them whether they want to stay subscribed to your list. Then, you can purge the people who don’t respond to your communication. Does that make sense?

Types of Emails to Send

If you don’t know what emails to write, you’re not alone. A lot of bloggers get completely overwhelmed when it comes to writing emails.

Probably because they’re scared of offending people, being “spammy” or they don’t think they’re very good at writing.

Hopefully, I can help you get rid of these fears, so you can pump out emails that your community looks forward to hearing from you. Hooray!

Here’s 4 types of emails that you can start with:

  • The ‘Mistake I Made’ email
  • The ‘Myth Buster’ email
  • The ‘How to’ email
  • The ‘Answers to Questions’ Email

1. The ‘Mistake I Made’ Email

People love authenticity.

When you share a mistake that you’ve made you show to your subscribers that you’re not just an avatar behind a screen (but you’re a real person who’s faced hardship and challenges!).

So, think about a mistake you’ve made that you can share with your audience and look forward to connecting with them on a more personal level.

2. The ‘Myth Buster’ Email

Every industry or niche has myths right?

If you break down the myths in your niche, you’ll educate and your subscribers and they’ll feel more confident about your topic.

(Not to mention it will dial up your level of leadership and credibility cause they’ll trust that you know your stuff!) 

3. The ‘How-to’ Email

Have you noticed that the ‘how-to’ emails and blog posts are everywhere on the web?

Probably because the headline instantly tells your email subscribers the takeaway of the content! So, think about what challenges and goals your dream customer has and brainstorm a few ‘how-to’ ideas.

4. The ‘Answers to Questions’ Email

Another easy email that you can create is the answers to questions email. Basically, this when you list a series of questions in one email that your community commonly ask you.

Scratching your head thinking: “erm, I don’t have an audience yet”.

Don’t worry. If you don’t have an audience yet, you can look in other communities to find out what questions, challenges or frustrations they have. These can be Facebook groups, online forums and comments on blogs in your niche.

Email Sequences that Sell

Email sequences are incredibly effective for selling your products and services. When you have strategic email sequences set up, you can start bringing in sales immediately.

Here’s 4 types of email sequences that you can start off with:

  • Welcome sequence
  • Affiliate offer sequence
  • Free email course sequence
  • Onboarding sequence

1. Welcome Sequence

Your welcome email sequence is your biggest opportunity when it comes to leveraging your time and making passive income.

In fact, your welcome email has an open rate of 58%, which is an incredible statistic to capitalise on.

The aim of your welcome email sequence is to begin a relationship with a new subscriber, show them that you understand them, cultivate trust and demonstrate value and share your paid offer.

Need more help with putting together a welcome email sequence? Download my email sales template here. You’ll get an outline of a 5 part email sequence designed to convert subscribers into paying customers. 

2. Affiliate Offer Sequence

Another way to make passive income is to create an email sequence that promotes an affiliate offer.

Typically, an affiliate offer is a tool, ebook, service or product that you use and would recommend to your audience.

(So, if you’re recommending a tool, make sure you’ve used it, otherwise it doesn’t look genuine!)

If you want to promote an affiliate offer, all you need to do is create a mini email funnel.

Here’s an idea of how it would flow:

  1. Write a blog post related to that offer
  2. Create a content upgrade that offers additional content
  3. Follow up with a welcome email
  4. Convey the benefits of the offer + compare to other competitors

3. Free Email Course Sequence

People LOVE learning about new topics, which is why a free email course is incredible for an opt in freebie.

Plus, if you can create a multi-day course through an email sequence, you’ll get waaaay more subscribers compared to a generic opt in freebie.

The idea of an email course is that you offer a bunch of value-filled lessons over a period of 5-10 days.

Here’s an idea of what it would look like:

  1. Email 1 – Give their freebie and confirm their motivation for signing up to your email list.
  2. Email 2 – Share a personal failure and offer them a solution to their problem.
  3. Email 3 – Agitate the problem and mention how your product can solve their problem for the long haul! (such as a workshop or course)
  4. Email 4 – Create a value-filled email that offers more solutions to their problem.
  5. Email 5 – Deliver more value with a hard pitch on your digital product

So, if you’re considering a free email course, go for it! It’s an incredible way to showcase your brand, mission and personality (which are all important factors that someone considers before buying from you!)

4. Onboarding Sequence

Another email sequence that you can create is an on-boarding sequence. Basically, this is a set of emails that a customer receives after purchasing a product or service.

At the end of the day, if you want your customers to become brand evangelists, you want to give them a good lasting impression of your brand.

Here’s an example of what this might look like:

  1. Product maximiser 1: Motivational email
  2. Product maximiser 2: Unexpected value bomb email
  3. Product maximiser 3: Helpful tools and resources
  4. Product maximiser 4: Value email that helps them with their challenges

Subject Lines That Get Opened

Your email subject headline is your one opportunity to get people to open your emails. Once people open their inbox, the clock is ticking.

And, no matter how amazing and value-filled your emails are, people won’t open them unless you grab their attention.

Here’s a few different ideas of click-worthy email subject headlines:

1. Numbered Lists

One of the easiest email subject headlines to start with is the famous numbered list! Have you noticed how listed blog posts seem to be everywhere? Probably because digits are easier for our brains to digest and they have an element of curiosity. So, similar to listed blog posts, listed emails perform super well!

Formula: 3 Strategies To (Topic)

2. Authority Figures

Another way to get your emails opened instantly is by leveraging authority figures in your industry. I’ve seen many influencers use it and I’ve gotta say it does work! So, think about who you could mention in your industry that would lead to a no-brainer email open.

Formula: (Authority’s Name) (Topic) + (Secret/Tips)

3. Lessons

The lessons email is another effective way to get your emails opened. Probably because people love authenticity and learning challenges or lessons from other people. It has mystery to it and allows people to connect with you in a more meaningful way. Think about what lessons or aha moments you’ve had in your blog business that your community would love to hear!

Formula: (#) Lessons I Learned By (Action You Took)

4. Results

The results or how-to email works like a treat! It informs your audience the takeaway of the email, making it irresistible to open! 

Formula: How to (Result) In Just (Time Frame)

5. Best Of

Not all of your email subscriber will have seen your blog posts or content. That’s why it’s a good idea to showcase your best of content. (And when you fearlessly introduce them, it becomes a no-brainer!)

Formula: [Announcing] My Best Blog Post Of All Time

6. Strategy

Everyone loves exclusive information, particularly when it involves a strategy that works. Have you implemented a strategy that got results? Let your email subscribers know about it!

Formula: My #1 Secret to (Topic)

7. Tools

People LOVE tools and getting your expert opinion on which tools are the best for them. So, think about what tools you use that have helped you and what tools will help your audience achieve certain results.

Formula: X Tools to Boost Your (topic)

8. Fear

You can use fear to get a surge in email open rates. An example of this is letting your email subscribers know something that you’ve done something in your blog business that lacked integrity. Remember, people love mystery, so this one will perform like magic!

Formula: I’ve lied to you for ____ now. 

9. Be Controversial

Every industry is filled with myths, poor advice and hard lessons. Choose a few different myths that are filled in your industry and use it to educate and inform your readers! This is a great way to earn credibility and trust and your readers will thank you for it too!

Formula: 5 Things The Experts Don’t Tell You About (Topic)

10. Urgency

Typically, urgency is one of the best ways to motivate your readers to open your email. After all, if your readers know that your offer is going to available 24/7, then they’ll know that they can come back to it. So, sprinkle urgency in your emails and watch your open rates skyrocket!

Formula: Less Than 5 hours To Go….Want In?

Over to you love bug. What email marketing tips helped you the most? 


Victoria Hockaday helps business owners grow an audience and create and sell online courses with ease.

Follow: