095: Leveraging Email Marketing to Make the Most out of Q4

The fourth quarter is in full swing. Are you using your email list to make the most of it? Today I've got a quick actionable episode to help you leverage that email list and make more sales. Come listen. Welcome to the Launch Your Box podcast with weekly tips, tricks, and strategies to start, launch, and grow your subscription box. Now here's your host, Sarah Williams. Welcome back to the Launch Your Box podcast. Man, we just flew into November like nobody's business. I am actually recording this episode on November 1st and it feels like, where the heck did October go? I don't know what happened, but we're here. We're in it. We're in the middle of fourth quarter. Whether you're listening to it in November or later on, we're in the middle of it. We're in the thick of things, and it feels like we're almost halfway through the fourth quarter, but it also feels like it just started. And if you're listening, you might be feeling already tired by this season. Keep going. I'm gonna tell you to rest. Don't quit, but keep going. Uh, you might be feeling overwhelmed. I have like these days of like, semi-panic of all the things that we have to make happen over the next 30 to 45 days, and it can overwhelm me. And I'm like, nope, we're not gonna think about that right now. We're gonna, we're gonna compartmentalize this and think about one thing at a time. So try to do that with yourself. I want you to think of building in some downtime so that you can rest throughout the next couple of months. But also I want you to think at one thing at a time. Don't try to think about everything. When they say, how do you, how do you eat an elephant? Well, one bite at a time. Okay. So we're going to take this one bite at a time. But what we're talking about today is how can you in this moment leverage your email marketing to make the most out of these months? We want to make the most out of these months. We don't want to look back in January and say, I had an opportunity and I wish I would have taken it. Because I was tired, because I was overwhelmed, because I didn't know what I was doing from day to day. I didn't take the opportunity to leverage what I have been building all year long. And so I want to talk about that today. I'm going to make it as easy as possible for you. It's not one more thing on your to-do list. It's not one more task that you have to check off every day, but it's something that's going to make sales. It's going to drive action and it's going to drive results for you. And it is not hard and it does not have to be like this heavy lifting thing for you. During most of the year, we create different types of email content. Okay? So we probably have some email opt-ins or some pop-ups, and we've got some welcome sequences on the back of that. Maybe we have some sales funnels with different products that we sell. And so we have those set up in automations. Sometimes we send weekly newsletters, so we send out pieces of content every single week. Maybe that's in the form of like blog posts that you're writing or podcast episodes. We do that weekly and we do that to drive traffic over to our websites and to deliver really great pieces of content. But in the fourth quarter, it all looks a little different and we're going to do things a little different in the fourth quarter. We're still going to serve our audience, but we're going to serve them in a different way. We're going to serve them by showing them and helping them shop. And I know that feels weird and salesy, but that's the best way that we can serve our customers right now. They want to buy, they want to buy from us, and we've got to get our stuff in front of them. And one of the best ways that we can do that is through our email marketing system. Let's talk about how you can leverage that email list that you've been building all year long. So the first thing that we're going to talk about is the frequency of emails. Now, if you follow me at all, or if you're a member inside my membership called Launch Your Box, the first goal is to get a weekly email out. And so if you're sending out a weekly email, you're right on track, you're being super consistent. I'm gonna tell you that we need to increase that going through the next couple of months. So if you've been consistently sending one email out every week, I'm gonna challenge you to send 2 or 3. If you're not being consistent with sending emails out regularly, let's get on it. Let's get one at least. I'm going to challenge you to send two for the next couple of weeks. Actually, probably the next six weeks. I'm going to challenge you to send two emails a week. And we did a really in-depth training on what I'm about to talk to you about inside our Launch Your Box membership last month. So if you're a member and you're listening, you can find that training that we did in the October guides in our group. But I want to talk to you about a couple different things. So we want to increase the frequency of our emails, and that really involves a mini campaign and a weekly campaign every single week. And again, I went in depth with that inside the membership, but just a real quick recap of that. Mini campaign is going to be one email that you send for one specific product, no follow-up, and a weekly campaign It's going to be a campaign that you go through a series of follow-up by sending it to the non-open resend, sending it as a resend, and you're going to go through that in a series of 4 days. And so you're going to send one email, one and done, and then you're going to go through and do a weekly campaign. Or you, if you don't want to go through the weekly campaign structure like we lay it out in the membership, you could basically just send 3 mini campaigns a week that's focused on one thing. And that's number 2. So number 1 is to increase your frequency over the next 6 weeks. Number 2, I want you to make sure all of your emails going out are product-focused. We're not going to spend time giving content for them to consume. They can't consume it right now. It'd be like me sending you content to consume. You can't consume it right now. You're in the weeds. You're in the fourth quarter. It doesn't make sense to send them something they need to read or a blog post or something like that. We need to send them product-based emails over the next 6 weeks only. And you're going to serve them by helping them solve a problem. You know, what am I going to get my sister? What am I going to get my mom? What am I going to get my cousin I haven't seen in 6 months? You know, these are their problems that they're dealing with. You can also serve them by helping them with decorating if you have DIY. You can serve them by helping them with food prep if you are in that industry. But right now we need to serve them in their gift-giving mindset. And for any product-based business, this is a great opportunity to serve and capture sales at the same time. So I just quickly wrote down a, a list of some ideas for you. You're like, okay, I'm ready, I'm in. I can send some mini campaigns. I could send a weekly campaign. What am I sending them, Sarah? And so let's talk through that. Really simple ideas, and you can get more in depth. And the more that you do this over the next few weeks, the more ideas you're going to have. But I'm thinking, what's the best seller of the week? What's the best seller? Me, for me right now, it's a cardigan. I have one cardigan that's outperforming everything in my store. I could send one email and I could title it Bestselling Cardigan of the Week, or Bestselling Cardigan this Month, or whatever that is. And it's literally one cardigan. Okay, I'm sending that out, or the best cardigan that you could buy for your sister, or the best cardigan for the, you know, your favorite aunt, whatever that is. That's what I'm sending out. You could also send out top 3 gifts for, so whoever your ideal customer is buying for. Top 3 gifts for teenagers, top 3 gifts for dog moms, top 3 gifts for— I don't know, I'm thinking of all the industries inside our membership. But you could do a top 3 gifts. That's a great little campaign you can send out. You can do a little email, new items of the week. Um, we're getting stuff in literally every day, so I just had a shipment of blankets pop in. I could do a quick email. I could take a picture. Of the 5 blankets I got in today and send 1 email. New blankets just arrived, and who they would be great for in the copy. Send that out. Boom! I'm done. You could also go in and do a Facebook Live recap. So, so many of you are great about going live on Facebook. I did a live yesterday. I could go in and send a recap. Many people don't have time to watch a Facebook Live. So if you could just recap it for them, or maybe they caught the first half of it and got a phone call and, and missed the second half, go in and recap what you were showing them on a Facebook Live. These are all simple little emails that are gonna help you serve and sell at the same time. So when you're putting that email together of your brand new blankets that just came in, remind them who a blanket would be great for. Remind them, you know, that you've got gifts that you're going to have to give. Let's get ahead of the stress of Christmas. So just continue to serve them and help them understand. Just help them understand what you have and how they can check people off their list with your items. So that's number 2. Make sure all your emails are product-focused. Let's stop spinning our wheels with different stuff. One photo, a little bit of copy, a button to buy. That's it. That's all it is. And really a great subject line. You want a juicy subject line to make them open your email because you're not the only one loading up their email boxes right now. So we want to spend most of our time with that subject line. Number 3, don't give them too many options in an email. We have tested and tested and tested this over and over with our offers, with our emails, with our pages. And we know that when we give them too many offers, they get decision fatigue. They get there, they want to buy something, they don't know which one to choose, so they're like, let me think about it, and they never come back. So if we can just give them one option or one product or one thing, they don't have to make a decision. They've already made that decision when they clicked on it to buy it. When they get over to checkout, they're not having to figure out bunch of different things to be able to buy that gift. So let's eliminate decision fatigue by not giving them too many options. And too many options, frankly, is more than 3. And we saw it this year when we sold our gift boxes. Typically we give them like a color option or a price point option. This year, in effort to streamline everything we had going on, I said, nope, we're gonna give them one option. Period. One price, one product, one box. We're not going to give them options. And we sold out faster than we have ever sold out in all the years that I've been in business. We only gave them one option. They didn't have to make any decisions when they got over there to check out. So I want you to keep that in mind. Don't give them too many options. I know you want to show them all the things that you have that could help fulfill their need, But that's where the decision fatigue comes in. So if you just streamline it and say this one cardigan, this one set of blankets, this one thing, they won't have to make a decision upon checkout. So that's number 3. Don't give them too many options. The other thing is number 4. I want you to focus on the giftability in each of these emails. Okay? So we just talked about a blanket or a cardigan. I want you to take that cardigan, fold it really nicely, and wrap a bow around it, and that's your picture. Maybe you have the picture. Maybe you have 2 pictures. Maybe you have the cardigan with a t-shirt and some jeans and some accessories, so it can show what it looks like. And but then you've got another picture of that same cardigan wrapped in a bow. I just showed you how to take an outfit but it's also a gift. We need to visibly show them how these items are giftable and how they make a great gift. We need to tell them who it's for in the copy that we're writing inside the email and how you can really just take an everyday item from your shop, put a bow on it, create a, an experience, put a gift tag on it, and make it giftable. And if you can do that in these emails, you're gonna be selling more and more. Because if I look at an email with a cardigan, I think, ooh, that's cute for me. It would've never crossed my mind to gift a cardigan to someone. Okay. But now I see it folded really nicely with a big red bow on top. I'm like, oh yeah, my sister would love that. My mom would love that. My best friend would love that. I'm gonna get it for them. And now we're helping them gift. We're creating sales because we're visually showing how it's giftable, how an everyday item that you sell all the time can be giftable. So think about that. Let's recap these 4. I was determined to make this podcast short and sweet for you this week because I want you to listen, I want you to consume it, and I want you to take action. So number 1, I want you to increase the frequency of your emails. Let's send more. They don't have to be long. Number 2, make sure everything you're sending in your email, uh, campaigns right now is regarding product sales. Okay, we got to be product focused. Number 3, don't give them too many options. Eliminate their decision fatigue. Number 4, focus on giftability inside those emails. And here's the thing, I don't want you to overthink it because you could sit and overthink this, right? If listening to this feels overwhelming, I want you to focus on one thing. When I just sat here and said, oh yeah, I got 5 new blankets in, I could write an email today about those new blankets. Instant, easy idea. Take a picture of the blankets, write short copy, send it out. I am done. Do not overthink this. Don't think that you have to write a whole bunch of words because that's where a lot of you get stopped is like, well, I don't know what to say. Nobody's reading it right now. Nobody's reading it. Get over yourself. As my friend Susan would say, get over yourself. Nobody's even reading it. The picture is gonna tell the story. Short, sweet copy that tells what it is, ideally who it's for, is great. You don't have to write a book. We're not writing a book here. We're sending out one quick product email. And then what I want you to do after you send these emails, I want you to follow it up with a social media post. Okay, it needs to match. So if I just had that cardigan with the bow on it, I'm gonna also post that on my page. I might post it twice in the same day. I'm gonna post one with the outfit. Check out our new— our best-selling cardigan of the week. It pairs with this, this, and this from our shop with different t-shirts. And then later on that day, I'm gonna show the same cardigan with a bow on it. Who on your list would love this under the tree? I've talked about the same product in the same day twice. But remember, people have to see something over and over and over again before they take action. So if they saw it in my email, they saw it in my morning post, they saw it in my afternoon post, they're like, oh yeah, I need to go get that for my sister. And so they're going to go purchase it. So just keep putting it in front of them, put it in your stories. Put it in your post, put it in your email, and if you're feeling frisky, go ahead and send them a text too. It all wraps around one thing so that when you wake up in the morning and you're thinking about, okay, I gotta make sales today, you're not thinking about a whole bunch of different ways to make sales. It's literally leveraging one product but marketing it in a way that's going to remind people why they need it. All right, more emails equals more sales. Let's go make some sales this week. Make sure you subscribe to the Launch Your Box podcast. I'd love for you to take a minute to rate and review it. Let me know which episode is your favorite so far. Don't forget to join me next week right here.