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The Hayley Osborne Show

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Episode 28: 3 types of emails your business should be creating & sending right NOW!

July 25, 2022

In our businesses from a marketing perspective, we only really own 2 things to do as we please: our website and our email list. In today’s episode, I discuss how important our emails really are and the 3 types of emails your business should be creating & sending right NOW! Your time to start is now!




Hi guys, welcome to another episode of The Hayley Osborne Show. Thanks for tuning in and listening wherever you are today and whatever you are doing, I am delighted you are here.

This episode is brought to you by my newly launched membership Superhero Marketing. A place where I am teaching my students how to become the NUMBER 1 in their local communities, both online as well as their surrounding areas.

Doors are now closed to join my membership, however if you have been to check out more on what this is all about, visited my website to find out more, and this peaked your interest when I launched early July, doors will open again in November this year, so stay tuned if this is for you.

Today I wanted to talk about a very important element to your marketing mix which is your emails and their power. In our businesses from a marketing perspective and platform to use how we like, we only own 2 things: our website and our email list.

We don’t own anything else.

Not our social media platforms, not any billboard, magazine, newspaper or bus shelter advertising or marketing. These are all ultimately marketing avenues to get the word out about our business owned by other businesses. And yes, this means exactly what you think it means:

You do not own your Instagram page, your Facebook page, Twitter, LinkedIn or Snapchat. These are just very very powerful marketing tools, still free to a point, that exist for everyone to use as well as us, as business owners, to be able to get the word out about our businesses. At any point in time, the owners of these mecca’s could decide they don’t want to play anymore and shut it down. That’s the end of that. I mean the likelihood of this happening is very slim, but who’s to say it won’t ever happen right!

I bet you know someone who’s had their account either hacked or shut down for some reason or another. It’s so painful especially considering the hours you put in to nurture these platforms and the audiences you’ve built up along the way. I know it can take years and years to create a relationship with your audience, to lose it in a second to a third party you do not own. It can be such a shame, especially if you did not know what you did wrong in the first place, OR WORSE, didn’t mean to do anything wrong, or think you were doing anything wrong.

This is where the power of your emails come in and the power of your website. Your owned assets. No one can take these away from you. So, the aim of the game is to direct your audience off of these platforms and over to your email list where you can nurture them. These people are then considered a “warm” audience because they have signed up to actually hear from you. If you don’t nurture this list on a consistent basis, it’s really like spamming in reverse.

How crazy does this sound!! But it’s the truth. Also: listen to the end of this episode for some very hot statistics on email marketing and I bet you would have wished you started this wayyyy sooner than you already have or hopefully will jump on in and get it going ASAP.

If you are listening to this having that light bulb moment of ahhhhhaaaaa. Gotcha Hayley…yes, I have a list and this makes total sense, BUT what do I actually send my list?

This brings me to the very beginning of how you need to start nurturing your list.

It is honestly as simple to begin with as setting up 3 welcome emails. These are the:

3 types of emails your business should be creating & sending right NOW!

They should comprise of a:

1: Warm email

2: Medium email

3: Hard email

Each of these emails help to build your brand, your profile and educate the new person who’s arrived on your list all about you. What you do, who you are and how you help people.

It really is as simple as that.

This is something I am teaching the members inside Superhero Marketing along with all the swipe templates with the exact copywriting they need to include for each of the emails.

So after your awesome new person signs up to your email list, ask yourself this:

Do they have a great experience with you once they get there? Or is it “kinda” average?

From this initial sign up, the 3 emails following really should be automated to create, and tell a lovely and consistent story about your brand to the newest audience member of your email list.

Developing and nurturing your email list takes time. Rome wasn’t built in a day. Consistency with anything when it comes to marketing your business helps to develop relationships with your audience, keeps you top of mind and allows you to remain a relevant staple in their inbox.

Consistency especially with your emails should be your best friend as it helps along every stage your awesome audience member is with you.

They might not even consider you in their repertoire right now, but a year from now you might be exactly who they are looking for. All of a sudden you have yourself a new client, from an effort that started way back when. You should be proud.

This space is a marathon not a sprint.

A practical example of how this might look for you is a little like:

Warm email

You want to thank them for downloading, signing up for x% off and provide a link to the content again in case they need it, didn’t get it or forgot to take the download if it pops up in their browser and they get distracted.

Medium email

Follow up with a piece of valuable content, something educational like a tip they may not have known. You may want to introduce a soft offer that is a “no strings attached **typa** offer”.

Hard email

Directly sell what you have to offer (in a storytelling sales type of way) At this point, your last email in the sequence, your new audience member should be about ready to make their final decisions, so remind them why you’re a good choice.

After all this is said and done they head on over to your long-term regular email nurture sequence, where you pop into their emails once a week, fortnight or month. Whatever consistent frequency you have landed on and I go through all of this inside Superhero Marketing.

Also, if you think sending out emails once a week for 3 months is enough. You’ve got it all wrong my friend. That’s not the long game. The long game is more like 3 years, and it is at that point where you start to see results you longed for.

When you start to develop the infrastructure for your audience to experience your business at every stage of their buyer’s journey:

  1. From initial brand awareness
  2. To where they start to add you as a consideration in their repertoire
  3. To then making a purchasing decision…

Sooner than later, you’ll begin to reap the benefits of email marketing automation with a more engaged audience which therefore turns into a higher converting audience.

Did you know your returning customers are your biggest source of revenue?

You may have thought that prospective customers will give you the highest return on investment, however this is not the truth.

Someone who has already had a taste and purchased your brand has already worked with you and therefore you having to prove how good you are, has already been done, because they already know.

What happens next though is a matter of you building on what you have already established to keep them intrigued, upskilled and learning, keeping them coming back for more as a loyalist to your brand.

Ok, let’s chat juicy email stats! I looked this up and did my research, so here goes: strap in.

Email statistics in 2022

Email marketing still remains one of the most effective, amazing and important ways for your business to connect with your audience (your customers), tell your story and build long lasting relationships with them.

  • Email marketing revenue is estimated to reach almost 11 billion by the end of 2023
  • There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025
  • More than 306 billion emails are sent and received each day
  • 37% of brands are increasing their email budget
  • Mobile-friendly emails play a large part of the most successful marketing strategies
  • Subscriber segmentation is the most effective email marketing campaign strategy
  • 33% of marketers send weekly emails and 26% send emails multiple times per month
  • 77% of marketers have seen an increase in email engagement over the last 12 months
  • Smartphone users prefer to receive brand communications via email
  • Testing your emails leads to higher ROI

All very game changing right!

And on that high, that’s all for today’s episode my awesome friends.

I do hope I’ve inspired you to start with the 3 types of emails your business should be creating & sending right NOW and really step into becoming the NUMBER 1 in your local community. Now is the time, don’t wait and let yet another day, week, month or year pass you by.

If you have any questions about anything I’ve said, feel free to drop me a DM on Instagram @hayleykosborne which is where I hang out the most. I’m always up for a great chat.

A big thank you for loving on this podcast, it does take time and energy to put together and I would be so appreciative if you could leave me a review. This helps the podcast get in more ears and reach more awesome business owners who I could help in some way shape or form. It would honestly mean the world.

xx Hayley

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