Email marketing tips for when you are short on time

As I am easing back in to client meetings this week, I have been on the lookout for topics to share in my weekly emails that are marketing specific. And wouldn’t you know it, this very subject came up yesterday!!
A client who has committed to using email marketing to nurture her client relationships and has seen great results so far (i.e. more referrals, clients returning more often) asked me, “How do you come up with things to write about every week?”
So I am dusting off this post from my archives to address just that!
My system for creating a months worth of emails in just one hour goes like this:
Step One: Brainstorm!!
Think about your ideal client or customer. If you have had a chance to interact with her recently, even better! Ask yourself, “What are her challenges?”
This is an essential step to figuring out what you are going to write about. Sit down with a blank piece of paper and a pen and set your timer for 10 minutes. In that 10 minutes, write down as many challenges as you can think of.
Here are a few other ways to think about this:

  • What did you do to help a favorite client or customer with recently? 
  • What is sitting on your to do list that you need help with?
  • What has a recent customer praised you for? 

When the timer goes off, move on to step two.
Step Two: Pick the 4 easiest challenges and offer a solution
Solving problems for people is THE best way to add value to their inbox (which is the whole point of email marketing).
If you are like me and can easily get caught spending hours crafting the perfect email, get that timer out again and set it to 10 minutes. Take only 10 minutes to solve each challenge. If you can type a solution in 10 minutes, do it! And give yourself some extra time for editing and proofreading.
If you aren’t a writer, try these options:

  • Tell the story about how you helped your last client with this problem.
  • Find a video online about how to fix the problem, write a 3-sentence recap and link to it.
  • Find an article online about how to fix the problem, write a 1 sentence recap and link to it.
  • Find an inspirational quote from someone famous and respected that solves the problem and send that.

The key is to really focus on delivering value in the form of offering simple solutions to your ideal clients challenges, and not get all perfectionist about it eating up too much time!
Go forth and send great emails!