How To Actually Structure And Set Up Your Email Campaign
This is part 3 of our The Last Email Marketing and Copywriting Course You Will Need.
If you missed a part here is the course page so you can find the section you need.
What Software Should You Use For Your Email Marketing?
There are so many different options you can use when setting up your email list. My two favorites are Substack and brevo.
Substack
Substack is great for simple email campaigns. It is more set up as a newsletter system. You get your own subdomain, so users can sign up for your newsletter. You directly write your emails in the form of a blog, and these get sent to your contacts. Substack is perfect for someone who needs nothing but doesn’t want user limits. Substack allows you to have as many contacts as you want, as long as you put up with their subtle branding. As a result, you get a lot less customization.
Substack is perfect for creators as it is simple to use. Just write your weekly email and send it.
Brevo
Brevo is great for those who want to customize and automate their email campaigns. You get 300 email sends for free per day, upgrading to paid plans lets you send unlimited. What I like about Brevo is your ability to set up automations and run different campaigns. Let’s see how you might use these features.
Pretend you run a photography Instagram. You teach users to take better pictures. You could have a weekly newsletter of your recent photos, photo tips, and gear. It doesn’t matter. This is your base newsletter that gets sent out every week to all your contacts. But let’s say you create a lead magnet. It could be a free mini-course that they sign up for via email or even receive via email. It could be your favorite Lightroom preset or even a Photoshop course.
If you’re unsure of what lead magnet is, no sweat. It’s actually what the next part of the course is on.
You can easily create a landing page for both of these and collect emails. With automations you can easily run people who sign up for LM through a sequence of emails for the course. Once that is done, you can set up automations to add these people to your regular newsletter.
I love this set up as you can easily create multiple lead magnets and people who opt into these will eventually be added to your email.
What is the most effective way to get people onto my email list?
It’s simple. People need to believe that they get more value from your emails than the cost of giving you their email address. Or, the cost of doing nothing. This is done through lead magnets and demonstrating a history of providing value.
The Most Important Part, the Lead Magnet
In my experience, offering just a newsletter with tips or more content isn’t a strong reason to get people to join your list. The user needs to get something immediately.
That could be:
A coupon code.
A free trial.
A mini-course.
An ebook.
The bottom line, the user needs to get some sort of value. Explore our article for a comprehensive guide to crafting a lead magnet.
Ideally, your lead magnet should be a complete solution to a problem your user has. It should also expose another problem.
A great example could be this email marketing and copywriting course. By the end of this course, you will be able to start your own email marketing campaign. A common problem is getting people used to change. This is where copywriting comes in. ManilaMail could provide copywriting services for your newsletter. This would be an example of a Lead Magnet.
Demonstrating value
Another way and more simple way of getting email addresses is through a history of providing value. If you run a YouTube channel and are known for giving the best productivity tips. Every video you make is banger-packed with value. It becomes a lot easier of a sell. If you are a pure entertainer, people are much less likely to hand out their email addresses. You aren’t really solving problems; just offering a quick dopamine hit.
I personally like lead magnets the most as it gives users a much stronger reason to join your email list.
Conclusion
The next part of this course will focus on making a lead magnet. It will be completely dedicated to creating one that actually works. This part is not applicable to every business and may be skipped. However, I strongly recommend going through the content still.