Why email marketing is still king
The reality is that email marketing is still one of the best ways to communicate with your audience. The main reason being, unlike social media, email marketing is not at the mercy of an algorithm, and YOU own it! Getting the most out of email marketing is key to a successful side hustle and any online business. If you’re a makeup artist, or creative and you want to sell digital products or services, then an email list is essential!
If like many in 2020, you found yourself trying to monetize online and make sales, you may have found that social media alone just didn’t;t cut it. One of the reason’s email is still king, is because it enables you to go deeper, Wirth people who are already warm to buy from you. The people who sign up to your email list are already interested in what you have to offer. They key is offering value and always giving before you ask. In today’s post I’m going to simplify what you need to know and a few tips to get you started.
How it works
1. The first thing you need is to find an email marketing service. If you’re just starting out the three I think are fairly easy to use would be Mailchimp (probably the most well known), Mailerlite and Flodesk. I have used several throughout my foray into online business, each has their plus points and downsides. They key is to look at the cost as your email list grows, as what can seem like a great deal on a free package, or starter package then jumps in price as you need to use more features and as your list grows.
2. Next you want to create a list. If you are selling multiple products for services you may need to create a list for each service or use what’s known as ‘tags’ to separate your subscribers (people on your email list) based on their interests (you can often tag based on what your email subscribers click on within an email) making it much easier to give the right information to the right people.
3. Once you’ve set up your lists and tags, you then want to incentives people to sign up to your list with what’s called a content upgrade (this is something you offer free at the end of a blog post for example to a YouTube video) or a lead magnet. This could be anything you offer for free when someone signs up to your list. You want to create something of value that’s really useful to your audience. For example you might create a free checklist, a cheat sheet, it could be a screensaver, the possibilities are endless. I offer several. I have a free ebook which in order for people to receive they have to first subscribe to my email list. I also have a free content library that’s only available to those who sign up to my email list.
4. To enable this all to happen without you having to manually send anything each time, you then need to set up a form for your audience where they will add their email address and you can add an action in the backend that automatically sends them the lead magnet upon them subscribing to your email list. You may also want to create a landing page where you talk about the lead magnet and why its amazing, and a thank you page they receive to tell them to check their email for the lead magnet.
5. You then need to promote your lead magnets or content upgrades to your audience on socials to encourage them to sign up to your list, and it’s here that you would focus on the value of your lead magnet. Tell them how it will help them, whether that’s making their life easier, solving a problem or educating them deeper on a topic. You would share a link that takes your audience to the sign up form or a landing page (which also has the sign up form) that gives them a call to action to sign up and what they get in return. You can also add this link to your social media bios and to your website/blog etc.
6. The next important step is to think about the content you create for your emails that go out to your email list. You don’t want to ever jump straight into selling. You want to make sure you continue offer value. Consistency is key, so I recommend making some kind of schedule for your email list. I like to do a monthly blog round up for my audience with articles I know might e helpful to them, interviews with celebrity makeup artists and I can also talk more in depth about certain topics to build that relationship with my email subscribers.
7. Think about the kind of questions your audience always ask you, what do they need help with? Brainstorm topics for your emails and how you can better serve your audience there. Create a google doc with all these ideas and then structure them out over the year to help you plan out your content. You can also coincide this with any digital products you might be launching.
8. You want to consider your email voice, your tone and how you like to communicate with your audience in your emails. I like to keep mine quite casual and informal so it mirrors how I am on social media. This is really important especially when you do come to selling a product or service online because you want to focus on your connection with your audience and not come across a a robot.
9. People pay for transformations, not features. When you are ‘selling’ in an email, remember to think about how your product or service benefits your customer. Focus on how it will help them, the problems it solves or what they will learn. If you are mentioning a feature of your service (let’s say it’s a recording of the zoom makeup lesson) then make sure they understand that this will help them refer back and be able to practice what you’ve taught them in their own time int he comfort of their home, working at their own pace. So rather than just share what they get, explain why that’s a benefit to them and how it helps them.
10. If you are selling in your emails, or pitching a product or service, make sure you mirror this in your socials. It’s said that people have to hear something 7 times before they buy something, so repetition is important. It’s about getting creative and finding more ways to say the same thing, and always coming from the perspective of how your product or service helps your email subscribers and making sure that’s clear in your emails. Encourage them to ask questions in your emails and of course ensure you respond to questions there as well as on socials. Once you get more advanced in email marketing you can also explore automations, where you schedule a series of emails, which is also handy if someone does purchase a digital product from you and you want to create follow up emails that are all send automatically at a specific time and date.
I hope this was helpful. This post only scratches the surface when it comes to email marketing but now you have the basics I really encourage you to explore email marketing and try implementing it in your MUA business. Let me know how you get on, and if you want more tips for content creation, don’t forget to sign up to my VIP Vault (one of my content upgrades, see what I did there) for more helpful tips and advice to help you build a successful MUA business. Photos by Kayla Varley