How To Create An Email Marketing Strategy Like a Boss - Victoria Hockaday
email marketing strategy

How To Create An Email Marketing Strategy Like a Boss


email marketing

Want to turn your blog into a business?

You need an email marketing strategy.

Email marketing is a game changer for nurturing your audience on a deeper level and increasing your income.

But blogging also nurtures, right?

Yes, to a degree.

However, with blogging, you can’t guarantee that your readers will view your content.

Whereas, with email marketing you can send a personal message to your audience and they’re much more likely to see it.

When someone gives you their email address it’s like being invited to someone’s home for dinner. So, it’s a pretty big deal when you’re invited!

And the people who invited you are the ones who are going to tell their friends about you and the conversations you had at dinner. Are you with me?

Why Email Marketing Is Important

Remember the Facebook armageddon?

No one could access Facebook or Instagram for a day and the world went NUTS.

People realised that whilst having a social media following is good for growing a tribe, they don’t OWN their tribe.

You’re also relying on them to check their social media and you can’t guarantee that they will see your post.

But with email marketing? Your email is sitting patiently in their inbox waiting to be opened. This means that it’s more likely that people are going to see your message.

Here’s a few more reasons why email marketing trumps other marketing channels:

  • Email marketing has a big reach and you can put your message out to a wide group of people.
  • It’s easy to scale because the effort to send 10,000 emails is the same as sending 1 email.
  • Email marketing outperforms all other marketing channels, such as social media and SEO in terms of return on investment.
  • Email allows you to target and segment your messages, so you can write messages that feel like you’ve written them for each person.

If you want to create an email marketing strategy to grow your blog’s income here’s 5 steps you can take.

1. Segment Your List

One of the best ways to create personalised messages to your audience is by segmenting your email list.

According to my monkey friend Mailchimp, segmented emails get 14.28% more opens than blanket emails. PLUS, segmented emails get 57.69% clicks.

mailchimp-segmented-open-statistics

These are big numbers to capitalise on if you want to increase your email engagement!

The aim of segmenting your email list is to organise your email list into small groups, so that people receive emails that are tailored to them.

This helps you to understand your audience more and create personalised messages, so your audience feels understood.

At the end of the day, the more that you show your audience that you understand them and that your message was tailored to them, the more likely they’re going to trust you. Which is one of the factors that determines whether someone’s going to buy from you.

How To Segment Your List Based On Tags

Segmenting your list starts from understanding your audience and the behaviour they’ve taken. This might be signing up to receive a freebie, purchasing a product, opening an email or purchasing through an affiliate link.

Let’s break down a few ways you can segment your list.

‘Interest’ Tag

Let’s say you have people who subscribed to your email list to receive a freebie on growing plants vs SEO.

You want to tell your subscribers about an SEO course coming up. So, you don’t want to send a blanket message to everyone on your list. Cause that would be weird right?

Instead, you’d send the message only to the people who have previously shown an interest in SEO.

To do this, you’d attach a tag to those who showed an interest in SEO, so those people only receive SEO related content. 

Here’s what the tags would look like:

Interest – SEO

Interest – Plants

In short, if you blog about different topics you want to group your audience based on their interests, so you’re only sending them messages that they’ve taken an interest in.

Still with me? Good!

‘Opened’ Tag

Say for example you sent an email out and some people didn’t view the email. Well, you could create a tag for those who didn’t open the email (e.g., Unopened) and you can resend the same email to the people who were attached to that tag.

‘Interested In, But Hasn’t Bought’ Tag

A subscriber might go through a whole sequence and still not purchase anything. In this case you can create a tag (e.g., Interested – product name) and you can send them a follow up sequence with a down sell of the product they showed an interest in

Doing this gives you subscriber an opportunity to purchase a lower end offer that is related to the product you were pitching.

(And it builds credibility as it shows your subscribers that you genuinely want to help them reach their goals!)

‘Customer’ Tag

Once a subscriber has purchased a product from you, you can give them the customer tag (e.g., Customer – product name). Basically, when someone has bought from you, you’ve already built trust, so you don’t need to send them through another educational sequence.

Instead of sending them another freebie, you could send them into a sequence that pitches a related product.

If you’re worried about getting unsubscribers, segmenting your email list is one of the best things you can do. Many email marketers go on about how “the money’s in the list” but very few talk about how the quality of your email list is much more important.

Don’t wait. Organise your list and the emails that you’re sending out will feel like they’ve been personally written for each reader on your list.

2. Welcome Email Series

Your welcome email is the most important email that you’ll ever send.

On average a welcome email has an open rate of 58% which is a big number in terms of email engagement.

This means that you have one opportunity to make a solid first impression with a new subscriber.

Every person who subscribes to your list to receive an opt in freebie, you’re beginning a new relationship. That’s why it’s more important than ever to create a welcome email series to show your audience that you understand them and that you have the credibility to help them.

Does this mean then that you just deliver the opt in freebie and say thanks? Hell no!

Instead of using your welcome email to confirm them signing up your email list, you want to use it as an opportunity to confirm their motivation for signing up to your email list.

Introducing: The ‘What This Says About You’ Email

The ‘What This Says About You’ email is exactly that – an email that reflects back your subscribers motivations, intentions and reasons for signing up to your email list.

The aim of the WTSAY email is to show your audience that you understand them on a deeper level, so that they are more likely to buy from you.

Pull this off well and your audience will trust you and see you as a credible leader in your niche.

After you’ve crafted a dazzling WTSAY email, you want to follow up with value-filled emails that build on your freebie. For example, these might be your top strategies on how to overcome a problem, so that you educate your subscribers and build credibility.

Need more help with putting together a welcome email series? Download my free email marketing strategy Trello board!

3. Newsletter

Those who are saying that “the money’s in the list” are sharing a dangerous half truth.

Your business is only as strong as the relationship with your email subscribers.

Think about it. You could have thousands of people on your list but if you’ve failed to connect with them and build trust, your email list is worth nothing. Zilch.

That’s why it’s more important than ever to create an email marketing strategy with a weekly newsletter that goes out to your subscribers.

Doing this builds trust with your subscribers, shows that you’re reliable and increases your income in the long run.

The question is, how do you create newsletters that people are addicted to opening?

Here’s my best tips on writing juicy newsletters:

Deliver Value

You want to create emails that build on the value from your freebie. So, if someone has shown an interest in blogging, then you want to send them emails that educate them on the best blogging strategies.

These might be SEO strategies, Pinterest strategies, debunking myths in blogging, your favourite blogging tools and answering your audience’s top questions.

Know, Like and Trust Emails

For every ‘how-to’ or ‘5 tips to’ email you send, it’s a good idea to create 2 know, like and trust emails.

Know, like and trust emails are story-based emails that allow you to share personal information with your audience. Sending these types of emails build trust and give your audience a compelling reason to follow you on a regular basis.

Think about something that happened this week. Can you tie it in with your blog topic and share something entertaining with your audience?

Or, do you have some “aha” moments that you’ve had or challenges you’ve overcome to get to where you are now. Share them with your audience!

Usually, your dream customer is a few steps before you, so you want to share with them challenges you’ve overcome, so your audience can relate to you on a personal level. 

Do this well and your audience will be compelled to read your emails regularly.

4. Re-Engagement Email Series

If you’ve not emailed your list in a long time it’s a good idea to create a re-engagement email series.

The aim of a re-engagement email series is to win back your subscriber’s trust, so that you can continue to build a personal connection with your audience.

The best way to create a winning re-engagement email series is to offer a dazzling opt in freebie. Basically, if someone signed up to your list to receive an opt in freebie previously then they’ve already voted for what they’re interested in. So, if they signed up to get a freebie on Pinterest strategies, you could send them a high quality opt in freebie on Pinterest.

You want create something so valuable your audience would buy it. This might be a part of a paid product that you already have, or you can create a new opt in freebie.

Here’s some ideas:

  • Free email course
  • Swipe file
  • Trello boards
  • Spreadsheets
  • High quality checklist

The list goes on…

Once you’ve created an opt in freebie that you know your audience will resonate with, you can brainstorm a chain of emails to rebuild your trust.

Here’s how it would flow:

Email #1 Re-introduce yourself and share with them your dazzling freebie.

Email #2 Share with them a tip or your best strategies to achieve a solution. After you’ve demonstrated leadership and credibility, let them know what’s coming up in your next email. (This works like a treat for improving their chances of opening your next email!).

Email #3 Share some of your best blog posts, videos or podcasts that will resonate with them.

Email #4 Let them know what you’re going to be sharing with them moving forward. (And make sure that you keep your word!)

So, if you’ve not emailed your list in a long time, you’ll want to add a re-engagement email series to your email marketing strategy.

5. List Building

You probably know by now that your email list is your biggest asset in your business.

That’s why list building needs to be #1 in your email marketing strategy.

The question is, how do you create an effective list building strategy?

Here’s the most important steps for list building:

1. Choose an email marketing provider. (I’d recommend Convert Kit if you’re a blogger who wants landing pages and email marketing automation).

2. Create a dazzling lead magnet that resonates with your audience. Ask, what does your audience want and need in order to sign up to your list?

3. Design a landing page. Create a distraction-free page to drive traffic to your opt in freebie. You can do this using Convert Kit, Leadpages or Kartra. 

4. Focus on the ‘one thing’. Create quality content on a consistent basis, so that people form a habit of reading your content. Ideally, create a blog, video or podcast once a week.

5. Create pop ups. Once you’re driving traffic to your site you want to convert them into email subscribers. Create pop ups to invite people to receive your dazzling lead magnet.

6. Create content upgrades. Check out the top 5 viewed blog posts on your site and create a content upgrade for each blog post. (These convert higher than a lead magnet because they’re more targeted!)

7. Grow your blog traffic. List building is a numbers game. The more traffic on your blog, the more people will sign up to your email list. Try different strategies to grow your blog traffic, such as SEO and Pinterest marketing.

8. Spend 20% of your time creating content and 80% of your time promoting it. After you’ve created a blog post, think about how you’re going to promote it. One of my favourite ways to promote my content is to schedule my posts to Pinterest. Do this and you’ll supercharge your list-building! Hint, hint.

9. Guest blogging. Leverage other people’s audiences to grow your own audience. Blog in places where your audience already hangs out and you’ll see a spike in your list growth.

10. Create a free email course. Free courses convert like crazy because of the high-perceived value you’re offering upfront. Create a free email course that resonates with your audience and it’ll grow your email list like wildfire.

Wrapping Up

Having an email marketing strategy is essential if you want to turn your blog into a business.

An email marketing strategy needs to take into account how you’re going to organise your email list, welcome newbies, engage your audience and re-engage people if you’ve been radio silent.

The key to an effective email marketing strategy is consistency. By consistently showing up you’re subtly proving to your audience that you keep your promises and that you’re reliable. If you can educate your audience, build know, like and trust, then they’ll feel compelled to follow you on a regular basis.

However, DON’T expect instant gratification. You have to be in it for the long game. 

The best thing you can do to stay consistent is to create a plan.

A plan is crucial. It helps you stay consistent and keep on top of your email marketing strategy.

If you think that a plan would benefit you, download my email marketing roadmap. It’ll give you the basic email marketing strategies, so you can plan and organise your strategy like a boss. 

Well done for getting to the end of this blog! You’re well on your way to building a tribe of people who love you and what you have to say.

It’s your turn. Do you have an email marketing strategy? How will you grow and engage your audience?


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

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