#41 What To Send To Your Email List When You’re Stuck On What To Share

June 21, 2023

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We all know email newsletters are an amazing opportunity to connect, inspire and motivate your audience and consistent communication using email leads to more engagement, sales and value.

This is all well and good, but what on earth should you be sending?

I started my first email list back in 2011, and I started out religiously blogging weekly (because that’s what you did back then, it seems kind of weird now as social media is really the new blogging now), but the good thing about writing a quick 300 word blog was that you had something to email to your list – each and every week.

Now I try to make my podcast my new blog, but the same thing comes up each time I sit down to create a podcast – what should I share?!

The key thing to remember here is not to let that put you off and go down into the “distractorverse” and put off sending anything at all, as that can become a regular habit that quickly leads to NO EMAILS SENT – like, for weeks or months – trust me, I’ve done this.

And why it is such a dangerous trap is that it seems really innocent in “I don’t have anything to share this week” or “I don’t know what to write”, but it soon leads to a huge missed opportunity that can basically cost you thousands or more.

But, no need to go there.

Once you have set up your email list and you have a lead magnet or two to start building on it, you can start sending emails as often as you like.

Weekly is the bare minimum – why? Because it gives you consistency and dependability, and in this crazy fast-paced world, it sure is easy to forget about you if you leave your communications longer than that.

You also don’t want to be the marketer who only emails when you have an offer to sell, although that doesn’t mean you can’t make elegant invitations in your weekly emails too.

Stay until the end and I’ll give you a hack for this that you can set up as an email template and let it do the promotion for you!

OK, so today, I’m sharing 4 things you can start sending to your list with your email newsletter and kiss confusion goodbye when it comes to what to share with your audience.

1. Free Templates, Downloads, Worksheets Or Swipe Files

These are hands down the most celebrated emails my audience receives judging by the engagement I see when they get sent out.

And freebies are so popular, I make them a part of my evergreen automated sequences that I can fill with ads or traffic to my podcast or sites.

They’re like the gift that keeps on giving…

Think of any kind of shortcut, hack or explainer that gives your audience a “leg-up” when it comes to a common problem, roadblock or obstacle they face on the journey to transformation.

My most popular is my email welcome sequence template, closely followed by my Life Coach Pricing Matrix which outlines what to charge and what to include in your coaching packages.

I have also offered Facebook Ad templates and swipe files too with real life examples and ideas for campaigns.

When I started out, I used to have to pay a designer to create these, but now you can get cool plug-and-play templates on Canva and whip something up super fast.

Just download the file and either embed the canva link in your email or host it using Kajabi or Lead pages for easy downloading and away you go!

Don’t forget to set up an automated follow up email sequence with further learning and tips to make the most of the freebie and of course another invitation to a call or waitlist page.

2. An Inside-Look Case Study, Success Story or Client Profile

I always recommend keeping a “Smile File” of your best client stories and testimonials on hand, especially for those down days when you feel like nothing’s going right!

And with their permission, take learnings and insights from your work with clients to share with your email list as a case study.

These provide an interesting way to teach your concepts and show learning in real time.

There’s also the added benefit of the authority you get from showing the results you can help them create.

Haven’t got any clients who’ve given you permission to share their stories, never fear! You can share a story of your own or use a well-known situation, celebrity or news story to illustrate a learning or concept.

I always take notes most weeks on interesting facts, insights or topics I can share in my socials or emails. Jot them down as they come up as prompts as they are really easy to forget!

3. Profile A Fave Tool, Software, Book or Resource Round-Up

This is one of my preferred types of emails as resources, tools and software are always such a great talking point.

Give your honest roundup summary, list or honest review of a commonly used tool

And when you create fun titles for these they make great blog posts with plenty of SEO juice (Google loves the 8 best tools posts), and when you can use known brand names, even better.

4. Remix An Old Social Post, Article Or Podcast

Take a look at your web or social analytics to see what pages or posts have had the most hits or engagement.

You can see these when you set up Google Analytics (which always seems tricky, but isn’t quite as hard as it seems), or press Professional Dashboard on your Instagram.

Then use the theme of the post to share again with any new takeaways or ideas.

Another tip for finding ideas is to set up a Google Alert on your topic and find new trends, issues or opportunities to share.

A Further Tip:

The most important factor in sending great newsletters is making your emails useful for your subscribers. Whether you’re sending an update about your life, a free download or tool, or something else, always aim to answer, “How is this helpful to my audience?”.

When you do this, and sometimes even ask your readers to reply and let you know their thoughts, you’ll soon see that you will be welcomed into inboxes and have a lovely connection with people you’ve never even met.

And that means your launch and offer emails will be equally welcomed.

Super Signature:

An old mentor of mine, Dean Jackson, shares an email invitation power strategy that works for even the shortest of emails you send out to your list.

Instead of the regular PS with a one-liner, add a “Super Signature”, which is really a 2-3 point sign-off with links to help your audience.

After your sign-off, add there are 3 ways you can help them more and then list a freebie, a sales page or call application and perhaps a blog post link or a podcast episode download.

You’d be surprised at just how clicked on these links become, and they also mean you get a chance to keep all your goodies top of mind without always seeming to be selling in your emails.

So there you have it, a host of ideas to stop you from second-guessing what to share in your emails.

Whether you have 22 subscribers or 22,000, you can use these ideas again and again to create more engagement and goodwill.

And if you want more email marketing, content and automation resources, jump on over and get Email Activate, my in-depth list-building and activation course to help you sign more coaching clients from email and social media.

Show Notes:

Email Marketing Course: Email Activate

Email List Management Tools:

A great all-in-one option is Kajabi – click here to get double the free trial.

Convert Kit – allows for segmentation and simple automation at a great price.

Canva for creating your Lead Magnets.

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