You have slowly grown your email list using lead magnets and opt-in forms on your website. It took time, but now you have an audience with fans eager to hear from you. Congratulations!

But what should you send to your email list subscribers? This is a common question. Many website owners and solopreneurs do not know what content to send; once the email list is started and begin to grow at a healthy speed. In this blog post, I will give you some ideas.

First of all, make sure not to spam your subscribers. Even if they like you, sending an email every day is generally too much. Likewise, if you only send once a month, they may forget you and not know who you are or why you send them an email.

In my opinion, sending an email twice a week, weekly or every second week, is a good cadence. Provided your emails give enough value, that is. No-one wants strong sales pitches every week. If you send emails on a regular cadence, make sure the majority of your emails provide value to the recipient, not to you.

In practice, this means most of your marketing emails should contain educational or informational content, or share experiences or thoughts on current industry events. It is OK to mix in a soft sales pitch at times, but only send strong sales pitches rarely, for example when you launch a new product or run a temporary discount campaign.

Remember, it takes 7-20 touch points before someone is prepared to buy from you.

Let your email list subscribers warm up to you and your offers over time, and do not provide a strong sales pitch too early.

With that in mind, what types of marketing emails can you send?

You obviously want to send promotion emails when you launch a new product, or when you have a rare discount campaign. In this case, you can do a strong sales pitch; either in one email or across 2-3 emails you send a couple of days apart. As product launches and discount campaigns are relatively rare occasions, they are usually sent manually as a “broadcast” mailshot.

Another type of emails is a sequence of emails you drip out as a consequence of a website visitor doing something. This kind of email campaigns is effectively event driven, and every recipient gets a particular email design at different times – 48 hours after a registration form was submitted to get a free whitepaper, for example.

This type of email is thus sent at different times to different subscribers, dependent on when the form was submitted (the email delivery time is relative to the time of the event that triggered the email sequence, for that particular subscriber).

Event driven drip email sequences (sometimes called auto-responders) cannot be sent manually. You will need an email automation or marketing automation system, like ConvertKit or ActiveCampaign to do this.

An example of an auto-responder drip email sequence is a website visitor who submits a registration form to get a free white paper on web design. You can then drip out a few emails in the coming days to provide additional information on the same or related topics, and in the end, make a soft sales pitch offering your web design services.

But the majority of the marketing emails you send is your “weekly newsletter” emails or similar. This is the general marketing emails you use to keep your subscribers warm and interested over a longer period – in fact, forever unless they unsubscribe from your list.

All – or at least, most – of your marketing emails should drive traffic back to your landing pages, website or blog.

In every email, include a call-to-action that promote an offer (for example, a free whitepaper on a relevant topic), or a hypertext link to an educational blog post. The call-to-action can be a big graphical button in a strong signal color with an actionable label, or just a hypertext link in the body text of the email.

In fact, you can use both. It is advised the email contains the call-to-action 2-3 times, to increase the likelihood the recipient clicks it. Perhaps you can use a graphical call-to-action button once, and link to the same web resource two more times from the body text.

Since you are unlikely to have a vast library of free white papers, eBooks, document templates, etc. to offer, it is common to send “weekly newsletter” emails that promote a blog post or other lower-effort resources. You can even link to valuable blog posts written by other bloggers if you have no content of your own to promote.

In each email, start with an introduction and explain why something is important or matters (the WHY), and then link to your blog post on that topic (which explains the WHAT, and perhaps the HOW).

Using this strategy, you can set up an email system to send weekly emails, where each email promotes one of your blog posts – thus driving traffic back to your website where you can promote your products or services, for example in the sidebars for your blog post.

If you have no content you can link to; you can link to valuable content published elsewhere on the Internet. This will not help drive traffic to your website, but at least the emails you send will be perceived as valuable. But preferably, publish blog posts and promote those from your “weekly newsletter” emails.

In addition to promoting blog posts or other free resources like whitepapers or eBooks, you can also send emails where you share your thoughts or experiences that relate to your industry or niche.

Show your expertise by telling a story from past experiences that relate to your niche. Or provide insights or thoughts related to changes or events in your industry. Do you offer stock market training courses? Perhaps you can send a weekly “Trading tips” email. Are you an accountant? Share information on new tax regulations.

You can also review products and services and write about that if that makes sense to your business. Do you run a windsurfing school? Review different windsurfing gear.

To summarize; try to keep a consistent cadence with 2-8 marketing emails a month, and make sure most of the emails contain educational or informative content that provides value to the reader.

Include call-to-actions and hypertext links that promote your blog posts or other resources, driving traffic to those assets.

Save your hard sales pitches for your rare product launches or discount campaign occasions. You can be more liberal with soft sales pitches, but make sure the majority of your emails provide value to the reader first and foremost.

Watch this video for more details on how to select and email service provider:

Related topics

Read my other blog posts on related topics to learn more:

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