- [Instructor] Would you agree with this statement?
Email marketing is a sales channel first and foremost.
Well, I wouldn't.
Building excitement with your readers
is a great way to turn email readers into true fans.
There are plenty of ways to help readers get excited
about you and your company,
and the process is pretty straight forward,
through the use of nurturing and transactional emails.
So what do I mean by these two email types?
The purpose of a nurturing email
is to help subscribers connect with you on a deeper level.
The purpose of a transactional email
is to make it easy for subscribers
to purchase things from you.
If you make it easy for them, you're being helpful.
Notice, I didn't say sales emails, and that's intentional.
Honestly, this is one of the best nurturing emails
I've received lately.
This microgreens company sent me the email
on the day I was supposed to peel the paper
off of my little sprouts.
The video shows me what to do,
I was reminded to compost the cover,
and I can see an example
of what my sprouts should look like.
Just like those little seeds, I felt nurtured.
To build a strong relationship
with your subscribers through email,
and to nurture them into happy fans,
you have to create a connection.
One way to nurture your list
is to start looking at your email strategy
as a two-way communication, rather than a one-way channel
where you shout whatever you please.
Here are some tips to turn your email list
into a two-way communication.
In the assets folder for this course,
you'll find a cheat sheet with ideas
to build strong relationships
that nurture email readers into becoming your best fans.
So what do I mean by a transactional email?
These are sometimes called triggered emails.
and they're sent to customers at different stages
of the customer journey.
Each stage requires a slightly different approach,
but it all comes down to one simple rule, be helpful.
So how can your emails assist in the transactions
that you want subscribers to take?
You can start by making a special group.
Everyone likes to belong, so creating a special group
of readers and letting them in
on certain types of messaging or resources
is a great way to go about it.
Create exclusivity,
and name this brand of your subscribers uniquely.
Getting very specific about what this type of reader wants
will help you hone in on the transactions
that you want them to make.
Here's a list of the top 10 transactional emails.
The goal of each is to be helpful,
so they are short and quick to write.
You'll find some useful links
with examples of transactional emails in the resources list
in the assets folder for this course too.