Create an email strategy & Content Calendar

We’re almost at the end of the email marketing activities, but there are a few more topics we need to think about. Even if you don’t want to take care of these now, it’s worth having the information as you start to grow your list, so if that’s where you are, save this for later. 🙂 Lead generation is a way of getting potential customers coming to your website, and you can generate quite a few leads if you get your email strategy right.

Activity 1: Create your second email

Use the process outlined in the last unit to create another email. If you’re using MailChimp, you can copy your campaign, then change the campaign name, URL, and content. I use this process a lot to save time. Here’s how you do it:

Activity 2: Add more signup forms and CTAs

While you don’t want your website to be overrun with marketing material – which could turn off your potential customers – you DO want to give them options for signing up for your email list when they’re in the right place. If you haven’t already done so, consider adding a list signup form to the header or footer of your website, or adding an inline call to action (to subscribe to your list) to another piece of great content.

Activity 3: Create and offer a lead magnet 

A lead magnet is a piece of free content you give away to entice people to subscribe to your list. This might be an ebook, a checklist, a worksheet, a sample lesson, access to a recording, or some other piece of (usually) digital content.

In the past, I’ve used an email series on working effectively with freelance writers as my lead magnet, but you’ll have to choose what works best for you. 

Note that this does NOT have to be difficult. Many people create lead magnets by extending a blog post that’s already doing well, or by making a downloadable version available and throwing in some extra resources. It just has to be something that will appeal to your audience. Check out some ideas in the guide below:

Activity 4. Create a landing page (optional)

A landing page is a destination page for your visitors. Many people use landing pages to promote their lead magnet or current offer, without the distraction of other information. Many email marketing providers now let you create landing pages so you won’t need any special software to do this. Here’s a guide to get you started:

Further reading:

Activity 5: Segment your email list

Once you have a few people on your email list, it may make sense to segment the list. This means dividing it up into groups that make sense, both for you and your subscribers. Alternatively you can tag subscribers to send different emails to different tag groups. Both segmentation and tagging let you target your emails and avoid annoying people with irrelevant content. 

For example, as a writer, you might send different emails to potential clients interested in your business to business (B2B) or business to consumer (B2C) writing. Or you might have a completely separate list for those interested in hiring you to write or those interested in the books you have published. You’ll know what works best over time. I currently manage several email lists:

  • One for my anti-racism writing
  • One for the Introvert Sisters podcast, which I co-host
  • One for courses, segmented into past students and future students
  • One for my clients

Here’s how MailChimp handles segmentation and tagging.

Here are some more resources on email list segmentation:

Question for you:

  • Do any of these strategies appeal to you? Why?