Step-by-Step Guide to Email Marketing

email email marketing Sep 15, 2020

Hey there friend, can you do me a favor? Go check your inbox and count how many subscription emails you currently have waiting for you.

If you are like the average adult, you probably get anywhere from 25-50 marketing emails each day. 

Email marketing has been around forever, and for good reason. It’s the most direct and effective way of connecting with your audience, building relationships with them, and turning them into paying client, consistently winning out over all other marketing channels.

While social media might seem like the shiny new option, it has one major downside that email marketing doesn't DON'T have ownership of your social media accounts. If your social accounts get shut down for any reason, you would have no way to reach your audience. 

With email marketing, you have ownership of your list, and DIRECT access to your clients through their inbox.

No more posting and then hoping someone sees it. 

No more trying to figure out an ever-changing algorithm.

No more shouting into a crowded space hoping someone hears you.

Email marketing is far from dead could be exactly what your business needs to see growth and profit. 

So let's look at exactly HOW you go about getting started with email marketing with this step-by-step guide. 


STEP 1: Get a clear understanding of your email expectations

"I sent an email when I was running a promotion but it didn't get me any sales, so I don't think email marketing works for me"

This is one of the most common frustrations I hear from business owners. They send out the random sales email a few times a year, with little or no response, and think that email marketing just doesn't work for them. 

The reality is that email marketing is NOT a quick fix. It takes time and consistency to build relationships with your audience. If you go into this knowing the reality of what to expect, you will save yourself a lot of frustration. 

The goal with email marketing should be to grow an audience of ideal clients, build trust and relationships through consistency and convert your audience into paying clients.

Now, let's look at how to make it all happen! 


STEP 2: Choose an email marketing platform


When it comes to building an email marketing program, your Gmail account just won't cut it. You will need a platform designed to help you grow and manage your email list, as well as send well designed mass email campaigns. 

I personally have tried multiple email platforms and have found Flodesk to be my favorite for anyone starting out with email marketing. Not only is it easy to use and affordable (you can save 50% off the life of your membership when you use THIS link) but it also has some of the more beautifully designed templates to help you create emails that WOW your audience! 


Once you choose the email platform, it's time to start growing your list.



STEP 3: Grow your list


One of the easiest ways to grow your email list is with what is called a Lead Magnet. You have probably opted-in to a few lead magnets of your own. The most popular one being the "Save 10% off your first order" pop up box on your favorite shopping website. 

A Lead Magnet is anything of value you can offer your audience in exchange for their email address. Some examples include:

- 5 day workout challenge

- What you need on your wedding registry checklist

- The ultimate list of summer activities in your town

- Creative date night ideas

- What to wear for your family portrait session

- Easy craft projects for kids


The key to creating a successful lead magnet is to understand the wants and needs of your ideal client. What problem do they face that you (and your business) can solve?

Start creating your first lead magnet with THIS free Canva template.


STEP 4: Create a welcome sequence

Once someone has opted-in to your email list you want to make them feel welcome and the best way to do this is with a simple welcome sequence. This is one of my favorite parts of using an email program like Flodesk, you can automate your welcome sequence so it works even when you aren't. 

A welcome sequence is a set of emails that are sent to a new subscriber after they sign up for your email list. I have found that a 5-part welcome sequence, sent out over the course of two weeks, is a good balance. This helps your new subscriber feel welcomed and informed without being overwhelmed or bombarded with a ton of emails right away. 

Email #1 - Introduce yourself and share your lead magnet

Email #2 - You Story - share your business story and your why

Email #3- Checking in - ask them to engage with you

Email #4 - Share a story - let your audience know how your business can help them

Email #5 - What's next - what can the expect from you going forward


Want FREE done-for-you welcome sequence email templates - click HERE to grab your copy


STEP 5: Provide value & build relationships


Now that you are growing your list with a lead magnet, and greeting new subscribers with a welcome sequence, it's time to start building an ongoing relationship.

The key to a strong email marketing program is consistency. Sending out regular emails to your audience will help keep you front of mind, so when they are ready to buy, they know exactly where to go. 

How often you choose to stay in contact with your audience is completely up to you. I prefer weekly, however I know some brands that send out daily emails or bi-monthly content. Start with a schedule that doesn't feel overwhelming, and try setting aside one day a week/month that is dedicated to creating and scheduling your emails. 


"I get that I need to send out regular emails, but I don't know what to say"


Knowing what to say to your audience is one of the biggest things that stops us from creating consistent content. The key is to create content that gives value to your audience. Below are a few examples of the types of emails you can send:

  • Frequently asked questions
  • Client testimonials
  • Personal stories or connections to your business
  • Share tips and tricks
  • Share a resource


If you are still feeling overwhelmed with the idea of creating consistent email content, then I have the perfect solution for you. The Inbox Insider includes an entire year of done-for-you email list building tools to help you get your email marketing program working for you. 



STEP 6: Make money

When sending out consistent content, you want to keep the sales emails to a minimum. No one likes to be sold to, and if every other email you send it is asking them to buy something, they are likely to unsubscribe. 

I suggest doing just ONE sales sequence each quarter. This means that every 3 months you can send out a handful of sales emails announcing a special offer, promotion or new product/service. 

 When creating a sales sequence you want to start by building excitement. Send 1-2 emails that let your audience know that something big is coming. Tease the special offer or new product and let them know when they can expect it to go live. 

Follow up with the big announcement email when you sale or product goes live, along with a 1-2 reminder emails.

Sending too many emails in a row will result in clients unsubscribing, so space them out and don't overwhelm them with too many sales.


If you want to know exactly what to say in your sales sequence, sign up for the Inbox Insider program and get a done for you sales sequence template that is ready to go.


When done right, your email marketing campaign can create lasting relationships between your brand and your audience. Don't get overwhelmed thinking your have to do everything at once. Start with your email marketing platform & lead magnet to grow your list. Everything else can be done in time.

Done is better than perfect! Happy emailing!


If you have questions please feel free to reach out - [email protected]


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