2 Changes I’m Making to my Email Strategy for 2023
Over the past several years, I've had a pretty typical editorial format with my emails. I tend towards a deep dive into one subject, with a personal story or an update to elucidate it, and make it more memorable.
There are benefits to this approach: Namely the know-like-and-trust factor. My list knows me. I’ll get messages that say: “I thought about how you would approach xyz…” and I love that.
And—I’m always looking to improve: for myself, and my audience.
Change #1 Changing My Editorial Style & Format
As I tell my clients, sometimes the best way to serve your readers is to mix it up. Been doing these 1 point deep dives? Try posts that cover 3-5 options and are a similar length. Also, write a research-driven piece? Share a personal story (or vice-versa). When's the last time you wrote a long list of 25-100 ideas with no explainer at all.
I’m constantly reading and reflecting on what’s going on in marketing branding, social media—and I’ve found in my live trainings that while an occasional deep dive is well-appreciated; sharing an overview of a breadth of topics seems to resonate even more. So, I’m experimenting: It’s a key part of marketing.
Of course, we don’t throw pasta at the wall around here. So, I also want to share a strategic reason why this makes sense. While my open rate is high, my click rate is statistically lower than most. (Probably because my emails are a note to the reader, rarely with a button to click). I’ve been listening to Amy Porterfield more, and she—and I’m sure others, because it’s a best practice, but she’s really resonating with me right now—stresses the vital importance of getting your audience to click for more in your email.
Now one thing I know is that when asking your audience for a behavior change you can expect three things:
It will take time.
Some people will unsubscribe.
It will move the needle more than doing nothing.
I’m launching new course and coaching offerings this year. Training my audience to click to read more—for insights and for the many ways I can serve them is important. And, it’ll be from Day 1 with new subscribers.
Change #2 Being More Consistent
Sing the key lyric from Taylor Swift’s Anti-Hero if you know it. My emails haven’t been as consistent as they could be.
How am I addressing this? Again, this new strategy which hinges on me writing more through the week. Then, the email becomes more reflection and assembly than teaching.
As with any experiment, we’ll see how it goes. But in the meantime, taking the advice I give my clients, listening to experts in the field, and showing up hasn’t failed me yet.
