Email Time: Day #25


Photo by Yogas Design on Unsplash

Originally published: July 9, 2019

Alright, we’re on the home stretch here. Let’s do this!


Subject line: The Women’s Setout Backpack is Here

The last email I got from them was 18 days ago. The golden rule is you shouldn’t go more than a month without talking to your subscribers and I agree with that, but 18 days seems long for a B2C company. You would think the rule would be at least every 2 weeks. I’m pretty confused because I know they have a blog, but I don’t seem to be getting any blog updates. I assumed that was included with signing up. Maybe it’s not? But the lead magnet is the same for the blog, so do I have to sign up there too? I think it’s reasonable to wonder if people who sign up for your email list also want to get updates on your blog, but that’s why you either tell them that’s what they’re going to get in the beginning or you give them an option to opt in to that. If I liked their opt in enough to give them my email that means I’m interested in hearing what they further have to say.

A new product is a great reason to email someone to get them hyped up. One thing I wonder is if maybe they could’ve teased the release of this beforehand? Like when you have a great new product you’re working on, you could engage them by teasing what you’re going to release and maybe even give your audience a chance to give feedback or even preorder. Of course, I’ve only been subscribed for less than a month, but they could’ve emailed 2 weeks beforehand at least.

I also wish there were more clear calls to action. There are links, but I’m partial to buttons. I really like buttons. They’re clearer and they reinforce the benefit you’ll get if you click.

And finally, I mentioned this in a previous email from them but I would like (if they offer you to contact them for any questions) I want them to either provide an email address you can click on or send them to the form on the website.

The Balance Today

Subject line: 5 Ways You’re Blowing $100 (or More) Each Month

I wanted to briefly talk about this one just because of the subject line. These kind of emails cause people to open them because they rely on the fear of uncovering a mistake you didn’t know you were making. A classic.

Museum Hack

Subject line: History of the bachelorette party 👯

The subject line is pretty good. It fits with their niche exploring interesting stories throughout history. My initial reaction is to say this email is too long, but (as with anything I’ve learned about email) it really depends. Your audience may love the long emails you send them. Hell, they may look forward to them. And here, I’m so interested and charmed that I don’t really care that I would normally think this is too long. If you test it and prove that your audience responds well to it then you can break the rules. It’s kind of like how my literature teacher told me that because we were new writers we weren’t allowed to break grammar rules yet many of the famous writers we were reading did. You have to earn that right. Find an audience who trusts you and are loyal followers and you can break normal email marketing rules.

Also, again I would add another call to action. They don’t have one until the end so I would fix that.

Subject line: ✨awesome articles & resources

This subject line is bland. They do a good job reminding you again about the monthly newsletter they’ll send you and a blog series posted every Monday. Just like any good program, there are recurring segments that people look forward to. The email is directing you to their blog for museum professionals and start you off with their 3 best articles. Perfect. This is exactly what you’re supposed to do. And calling to follow them on social media to end it.

Today’s article is inspired by one of my favorite subjects of email marketing: lead magnets and content upgrades. I’ve heard both of these terms and I assumed they were the same thing. They’re similar, but not quite the same.

Lauren Meyers & Co’s “Lead Magnet vs. Content Upgrade and How to Choose Yours (+ a freebie!)” with help us tell the difference.

Lead magnets and content upgrades have one key aspect in common: they are terms used to describe something valuable that you are giving away for free in exchange for an email address. They are an incredibly effective way to grow your email list.

Definition of lead magnet: “something that you offer that is generally related to your blog/website purpose”.

Definition of content upgrade: “is a lead magnet, but is more targeted to specific content shared on a website”. They give an example of a food blogger offering a 5 recipe e-book for free on a post of a recipe for soup that involves the same ingredients.

Basically, a lead magnet is trying to lead your subscribers to your main offers which is related to the overall theme of your business/organization.

A content upgrade is just related to a specific piece of content on your site. Plus, you have many more content upgrades than lead magnets.

You can input both the lead magnet and content upgrade on the same post, but you can also put lead magnets as a pop-up on any other part of your site (especially your homepage).

From what I’m gathering, the line between the two is pretty blurry. A lead magnet seems like a bigger offer that is related to guiding you toward more big ticket items. Content upgrades seem to be engaging subscribers based on the quality of your content. But again, the line seems thin. All content upgrades are lead magnets, but not all lead magnets are content upgrades. If that makes sense?

It’s just trying to provide multiple entryways to your email list. Some will engage because your main offer sounds intriguing, some will engage because you have quality content. You need to appeal to both.

There are steps about determining if you need a lead magnet or a content upgrade for your business, but it’s not super relevant to me. Check it out, if you’re interested though.

Alright, another day done. Until tomorrow!

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