Hi friends - We made it to September. Only 4 months left of 2024. Wowzers.

For the newbies, we’re having a marketing moment. Here is what we’ve covered so far -

• Phase I: building an audience

• Phase II: Show and tell - Customer Reviews

• Phase II: Show and tell - Case Studies

I'm bringing ya back to this image 👇️ because we will round out Phase II this week with email marketing.

Email Marketing FTW: The What and Why

36x or better returns

Email marketing continues to be one of the most effective and profitable channels available.

Yep. Just good ole email.

Several studies report that for every $1 spent on email marketing, an average of $36 is returned in revenue (across all industries). For software, the number is even higher at 40:1.

Sales email vs Marketing email

First, let’s make sure you understand what a marketing email is and is not.

A marketing email is not a cold email to someone who doesn’t know you - that is a sales email.

A marketing email is an email to someone who knows you. This could be a customer, someone you’ve met with or corresponded with, or someone who gave you their email through a form on your website.

Since it’s an email to people who know us…first, we need to know people. 😀 

And then, we need to have something to say (hint: company updates, press, product updates, case studies, etc).

That’s why I suggest you layer this into your strategy once you have some revenue…because by then, you will have talked to a lot of people - some who became your clients and some who didn't (an email list!). And you will also have a working product and something to say. Horray!

What to send marketing emails about

All of our sales and marketing efforts should aim to do one (or more) of the following -

1. Educate

2. Entertain

3. Inform

4. Inspire

If we’re educating, entertaining, informing, and inspiring properly…the outcome of our continued communication should be → building credibility and trust…and that should start conversations and drive conversions.

Therefore, we want to send emails about things like -

• Our case studies (educate and inform)

• Our company news like fundraising, new key hires, etc. (inform and inspire)

• Our product updates (inform)

• Use cases for our product (educate and inform)

• Our founder on a podcast (inspire)

• Our latest blog (educate and inform)

And so on.

Next week, we’ll cover HOW to do it. Step by step.

See ya there!

Want to learn more about how I help startups increase their revenue by 150-590%? 👀 

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With love and gratitude,