What to send your email list: 8 ideas for when you're stuck
You started a list and now you don't know what to say. Eight easy emails any small business can write in twenty minutes.
· 2 min read
Starting an email list is the easy part. The hard part comes a month later, when it is time to send something and the page is blank. Keep this list handy and pick one.
1. Answer the question you hear most
Whatever customers ask you every week is exactly what the rest of your list is wondering. "How often should I really change my oil?" "What's the difference between these two?" Answer it in a few short paragraphs.
2. Show a before and after
One job, two photos, three sentences about what you did. This works for landscapers, cleaners, salons, auto shops, contractors and bakers alike.
3. Introduce a person
People buy from people. A photo of a team member, how long they have been with you, and what they are best at. Keep it warm and short.
4. Share a seasonal reminder
Tie your service to the calendar: "Three things to do before the first freeze," "Book now for graduation," "Tax season checklist." Useful and timely beats clever.
5. Tell them what's new
A new product, new hours, a new service area, a piece of equipment that lets you do something better. If it changes what a customer can get from you, it is worth an email.
6. Let a customer do the talking
With their permission, share a short story or review from a happy customer and what you did for them. It is more convincing than anything you can say about yourself.
7. Give a peek behind the scenes
How the bread gets made at 4 a.m. What happens to a car in the shop. Why you chose a certain supplier. People are curious about how things work.
8. Make a simple offer
Not every email should sell, but some should. Make it specific, give it a deadline, and say exactly how to take it: "Reply to this email," "Call by Friday," or "Show this at the counter."
How to write it fast
- Subject line: say what's inside in plain words. "3 things to do before the first freeze" beats "October Newsletter."
- One topic per email. If you have three things to say, that's three emails.
- Write to one person. Picture a regular customer and write as if only they will read it.
- End with one next step. Even if it is just "Hit reply and tell me what you think."
Plan a quarter in ten minutes
Pick three ideas from this list and assign one to each of the next three months. Put the send dates on your calendar. Now you never start from a blank page.
Do this today
Write down the question customers asked you most this week. That is your next email.