Email marketing gives a lot of small business owners the ick because they think all you do is sell, sell, sell. Some people and companies use that method, but they're actually hurting their sales and customer relationships.
A proper email marketing strategy includes more than sales emails 24/7. It also contains content like:
Customer testamonials
Re-engagement campaigns
Lead nurturing
Welcome series
Educational content
We're talking about that last one in today's email. Educational emails teach your potential customers about your products and services, helping them decide whether it's for them. This is especially important if you sell high-priced products people hesitate to buy.
Today, we’re breaking down a great educational email from Katie Dean, a jewelry company. Then, I’ll show you the key points to imitate this email for your business.
Educational Email Breakdown
Subject Line
This email is part of Katie Dean's welcome series. The subject line is intriguing for new subscribers, even if you don't have questions yet. It makes you curious about what other people ask. Plus, I love a good sparkle emoji.
Pre-Header Text
Before we get to the actual email, there's a line of text reminding you about your welcome offer. It’s eye-catching but small enough that it doesn’t distract from the primary goal of the email— education.
Above the Fold
This cute pink graphic at the top of the email lets subscribers know right away what they'll find if they keep scrolling. It continues to build interest, especially if you're curious about any of the questions they mention. (And you know I'm a big fan of simple, clear graphics for conveying information.)
Email Body
The body of the email contains three questions and links to the answers. I love that they feature a variety of resources, including guides, videos, and downloads. The design is also clean and simple, making the email easy to navigate and cleverly getting people to click through to their website.
Shopping Suggestions
The email ends with links to three of their bestselling pieces. I probably would have left this section out to avoid feeling salesy, but I appreciate that they're small and unobtrusive.
How to Write an Email Like This
#1: Answer FAQs
Katie Dean probably gets these questions a lot since they created dedicated resources for them. It's a good move, as is including them in their welcome series. It shows potential customers you care about their concerns and want them to feel confident in their purchase.
What questions do you get about your products? Take time to create resources to answer those questions, preferably in multiple formats. Then, include them in your welcome series so people get answers right away.
#2: Remind About Welcome Offers
Most brands, like Katie Dean, offer a discount code in exchange for your email. Even if people are interested, the email with the discount can get lost or deleted in the busy inbox. That’s why you should include reminders about it throughout your welcome series.
If you only have a single welcome email right now, consider upgrading to a series. In each email, gently remind your subscribers about their sign-up gift. People will appreciate it, especially if they signed up for your emails because of your lead magnet.
#3: Focus on the Goal
I’ve talked about this before, but your emails can’t do ten things at once. While this email briefly mentions the welcome offer and their top-selling products, it's focused on one goal-- customer education.
Cut out anything in your email that doesn’t relate to the goal. Don’t include anything that might distract your customers from taking whatever action you want with the email, whether buying your products, clicking on a video, or leaving a review.
#4: Include Contact Links
If I could change one thing about this email, I'd include a button to contact them. Something like “Don’t see your question here? Contact us via this form, and we’ll get back to you in 24 hours!”. It would have been a nice finishing touch to an overall solid email.
If you write an email like this, consider telling customers how to contact you with additional questions. That could be via a form on your website or a DM on Instagram. Just make sure you actually answer those questions quickly.
Educational emails are an often overlooked but powerful part of any email marketing strategy. Try adding them to your email calendar and see the results you get.
Want help improving your email marketing strategy? I’d love to work with you! Click the button below to learn more.
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