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How to Design a Weekly Email for Your Business

Process for Weekly Email Campaigns

Today we’re going to cover how to design a weekly email that goes out to your email list. Now, if you’re listening to this on a podcast, you’re going to want to jump back over to our YouTube channel in order to see the screen shares that we’re going to use to walk you through the process. ‘m going to try to talk you through it as well, but it will definitely help to see it on our YouTube channel.

How to Get Email Addresses

You’re going to have a lead magnet on your website and this lead magnet, the idea is that anybody that goes to your website is going to be downloading a lead magnet and then giving you their:

  • Name
  • Email Address

The Why | Email Marketing

Once you capture that information from them, it allows you to now market to them on a weekly basis. When you do that, you’re able to stay top of mind with them. Whenever they’re ready to buy, they’re going to remember you and then buy from you instead of somebody else. You build trust with them.

What Do You Send in Your Weekly Emails?

So, now this email that goes out every week, what we like to do is we actually like to send out an email that is from content that we’ve created. You or someone on your team would create this content. We love to do it through video because the video is so much more powerful as far as getting your face in front of someone so they know, like, and trust you. The system that we use is:

  1. Create a minimum of one video a week.
  2. Push the video out via the weekly email.

When Should You Send Out Your Email Campaigns

Then I wanted to show you the components of why or how we set up this weekly email. There’s not a perfect day to do this, but you want to make sure you don’t send it out when:

  • Someone’s driving.
  • Commuting to work.
  • Not in front of their computer.

This is specific to every businesses specific:

  • Demographic
  • Niche
  • Ideal Customer

So you have to keep that in mind whenever you’re looking for that ideal time to send your email.

I want to go through and share my screen with you to show you what we do in order to help with the conversions and how we present this to them in a weekly email. I’m going to share my screen with you now so you can see what we’re talking about. This is an email that we have sent out from the construction company that we have. This email is through MailChimp.

Send from a Consistent Email | Email Marketing

One thing that’s very important about your weekly emails is that you want to always send from the same email address consistently so they get used to seeing it. If you have multiple team members, what we do is, change the name of who it comes from inside of MailChimp but the email itself actually stays the same.

Creating a Subject Line | Email Marketing

In this particular email, you’ll see the title of this is,”Why you need an assessor’s building record before you buy land”, the whole idea behind this content is that we’re answering questions that our customers are asking. We get this question a lot, so we’ve now addressed this in a video by:

  • Answering the question.
  • Telling them why they need this assessor building record.

So we make this our title. Sometimes we’ll put something up there that leads to curiosity which always makes people open an email, but we have a lot of success with putting the questions there, the answers to the questions that our customers are asking in our email. This is the actual subject line of the email.

Formatting Your Email & What to Include to Help Conversions

We keep this text, really the copy that’s in here very short and very to the point, and we will also put a link if. So you can read it here, it says

“Happy Wednesday. I hope you had a wonderful Easter with your family and friends. I wanted to share some information with you regarding assessing your building records and why you need one before buying land or home.”

Then we’ll link where it has part or all of the subject or blog post, this link goes here and then we’ll have a little bit more texture by adding this:

“It can save you thousands of dollars and you will want to access one during the due diligence period, either buying land or home. So we’ll talk you through the process as well as how to access and assess your building record. I hope this helps. If you have any questions, feel free to contact us. Have a wonderful rest of your week and weekend.”

So very simple, not much copy or text that we’ve added at the top. One thing that’s really helped as far as conversions is,  we’ve added an image. This is a thumbnail image that we created for YouTube, the thumbnail title is exactly what’s in the video so they know there’s no question what they’re going to get when they click play. Now, this is not an actual play button, this video will not play in the email. We put a play button here because it looks like it will, but it actually drives them back to the website to the same blog post on our website where they can watch the video.

Increasing Website Traffic | Email Marketing

What we’re doing is driving traffic back to the website. So you’ve created a video and then the video is embedded on a blog post, and then we’re able to drive traffic back to this webpage. If it’s relevant and people are:

  • Liking what they’re seeing.
  • Have a lot of on-page time.

This will help the page to rank through SEO and get organic traffic back to the page. We’re getting them back to our website so we can keep them on there to get more information so that we can build more trust with them. We’re their information hub for the type of work they’re wanting done. So for us, in this particular instance is, custom homes, remodels, accessory dwelling units, and buying land.

Build Tracking Links | Email Marketing

Down here, I will change the name here depending on the team member of who this is for. Also, have the:

  • Company Name
  • Clickable Phone Number
  • Clickable Email

Now what you are going to do with these links, is build a Google tracking link. You’re going to use the Google URL manager, and you can create a link that’s trackable. The reason for doing this is we know exactly where all the people who visit our website are coming from. Whenever they come over to our site, we can see all this in the backend and know where all this is happening. MailChimp has a click map as well, where you can actually see where these links are cut or what the percentages of the links are clicked. What we’re seeing in this email is that it gets about 40% of the clicks and this’ll get somewhere around 60% of the clicks. It could be as high as 30% and 70%. People will default to actually clicking on this video here which gets them back to the website the same way.

Blog Post Formatting

So let me show you the example blog post.

  1. Title the blog the exact same as the thumbnail.
  2. Break down the text with headers so it’s more readable. Someone can scan this ; read down and break the text up.
  3. H1 tag here. Then we’ll go H2, H3, as we go down the page.
  4. Give them a reference point of a PDF they can download that was uploaded to the website.
  5. Always have a lead magnet of some sort that they’ll download.

Driving Traffic to Your Website

The biggest thing you want to get out of this is you want to drive people back to the blog. The links in your MailChimp email, or any other email writer you’re using, back to your blog. Also, keep your emails very, very simple and I would recommend adding an image with the video thumbnail. So it looks like they can click on it and then send them back because you’re going to get more and more clicks going back to your website. This in return helps create more traffic and get more leads, essentially, that are going to convert down the line.

Request a Consultation

I hope that helps. If you have any more questions, you can go to our website at buildit.media, and you  request a consultation. If you’re looking to get a website built, or implement a marketing plan in your business, we’d be happy to help you. Thanks for your time today and have a great rest of your day.

At Buildit Media we help local businesses “Secure a Position of Strength & Authority in Their Market”. We specialize in Marketing for service based small businesses.

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Brian Freeman

Brian Freeman

Brian is the president of BuildIt Media. His passion is helping local businesses get clarity in their message allowing them to build authority and dominate their competition. Honesty & integrity without compromise are core values embedded in the culture of BuildIt Media. All clients are treated with the utmost importance and respect. If you have a question about working with BuildIt Media feel free to send Brian an email at [email protected]

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