In today’s video, I’m covering a critical content type — the email!

In this guide, complete with a demo of how I craft emails in ConvertKit, I’ll cover how you can construct emails that will nurture and build real trust with your audience, as well as elicit action and encourage them to take next steps.

As I was preparing the topic and material for today’s video, I thought what better way to actually show you emails that work than to go into my email campaigns and talk about the ones that have really done well. So, that’s what we’re going to do! Ready? Let’s get into it.

Watch as @JuliaEMcCoy demonstrates high-converting #emailmarketing campaigns using @ConvertKit Click To Tweet

How to Write Awesome Emails that Get Opened and Nurture Trust (Video)

Video Transcription: How to Write Awesome Emails that Get Opened and Nurture Trust

In today’s video, I’m really excited to cover a critical content type – the email!

I use ConvertKit. It starts around $29 a month for 1,000 subscribers and I highly recommend it if you’re considering email marketing, and you want a software that’s super easy to use. Now there are other alternatives like Active Campaign, Campaign Monitor, MailChimp. Full disclosure: this is an affiliate link to ConvertKit. But, if you use that link you’re helping support me so I can continue to create free information like this. This is a tool I personally use, so I can tell you it works!

There are two main types of emails I like to send:

  • The blog and video share (Useful Email)
  • The promotion share (Sales Email)

80% of the time I’m sending useful content to my list, and 20% or less of the time I’m sending promotional sales emails that have an offer attached.

Now I find that promotional emails work best when they’re sent to a segmented audience and in sequential order. That means a one-off offer that you send to your list while that can drive results, doesn’t work as well as if you segment your list and target the right offer to them at the right time. Much of this is just learning as I go. So what you’re looking at here are all the emails I sent, you can see that I send them on a regular basis. They’re spread apart by a few days.

My rule is at least one useful email a week and I usually send more than that, so whenever I send videos this is what an informational or useful email looks like, I keep it really short and I’ll include an image to the video and then a link. Now for my blog content I don’t include images, it seems to work better whenever I keep my content super light and that just means not a ton of links, not a ton of images. Over time emails have grown to masses. There are so many emails that are sent out by marketers on a regular basis, so you really don’t have a lot of time to get and hold the attention of your audience.

Experts like Brian Dean, Joanna Wiebe, I see them sending shorter and shorter emails. It seems like our shorter emails are doing well as well, so this is what a useful email looks like and what I do to keep these super simple, I’ll give you a little secret, I actually pull the intro of my blog, the first six or seven sentences. Seriously, that’s my email. So it takes no time at all to plug it in, add a link, add a little footer and then this little P.S. which I like to add to relevant blogs, I keep it out if it’s really not relevant, but I’ll add a P.S. to our services or one of the courses I teach as long as it relates to the topic right here in my useful piece of content. So something like this out of 5,400 subscribers it got 75 clicks and the open rate was almost 14%, that’s pretty good for an email to get 75 people clicking on our link for us.

All lists are different, if you’re building yours organically from the start you’re probably going to see better results. Over time you want to clean up your email, you want to just delete people that aren’t even reading it. We did that a few months ago and our open rate skyrocketed, it was as bad as 5%, now it’s as high as like 14% and here 21%. What you’re seeing here, I’ll just walk you through some more techniques that we use, this is resending something to people that do not click and you can actually do that in ConvertKit by resending to the people that haven’t opened it, so here’s what you can do. You click on the broadcast, resend to un-opens, you can edit the content and then just hit schedule and it’ll actually send your email to everyone that didn’t open it the first time.

When it comes to a sales email I’ve noticed that Saturday and Sunday nights do really well for open rates on offers. We try to be really straightforward with our offers. So a link to it, here’s another link and here’s a third link, and we add this little thing if you don’t want to hear from us anymore you can actually click here and what this does is as soon as they click, this is just a really simple page we set up on our site, as soon as they click on that there is a little trigger in the automation section that unenrolled or that adds everyone that clicks on this to a tag.

When it comes to a sales email, I've noticed that Saturday and Sunday nights do really well for open rates on offers. We try to be straightforward with our offers. @JuliaEMcCoy on #emailmarketing Click To Tweet

Remember, short and sweet for informative videos, keep it super light, if you do use an image try to only use one and with offers definitely experiment, experiment on times to send, try to segment your list, try to tag people in your email software and only send your offers to people that are actually interested.

Sales emails should be sent 20% of the time, send your useful emails a lot more often. Remember consistency is key. When you’re sending content you really want to send something to your list at least once a week and continue to build it over time. You need to know how to write a useful email that all comes down to keeping things short, sweet and simple, because people don’t really have a lot of time to go through a long email anymore. They have a very short amount of time, so you want to get them interested and then give them whatever you want to give them right away. And remember lead magnets are such a great way to build your list, we have consistent growth organically now every single day from our lead magnets.

I hope that you’ll subscribe, leave me a comment, tell me what you thought! I love hearing from you. Let me know what you thought in the comments, and I hope to see you around!

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