Academy / Grow an email list from social
Lesson 5 of 5 · 5 min
How often to send, and what
Quick recallWhat goes at the top of the welcome email?Think of your answer, then open.
The offer they signed up for. They are waiting for the thing you promised. Deliver it first.
The best rhythm is the one you keep. A short email every week for a year beats a long one in January and nothing after.
Pick a rhythm
- Once a week suits businesses with something new most weeks.
- Every two weeks suits most small businesses and leaves time to write.
- Once a month is the least. Below that, people forget they signed up and your email looks like spam.
Pick the day and say it in your welcome email: "every Sunday". Then keep it.
What goes in each email
Use the same shape every time, so writing takes 20 minutes:
- One useful thing. A tip, a short story, an answer to a question.
- One piece of news. A new class, a product, an open slot.
- One link, to what you want them to do this week.
Your month of posts from Plan a month in an hour is the raw material: the best post of the week, told a little longer, is next Sunday's email.
Unsubscribes and numbers
Every email loses a few people. The ones who leave were not going to buy. Worry when many leave after one email, and read that email again. Every marketing email needs a working unsubscribe link, and most email tools add one.
Watch clicks on your one link (did the email do its job), replies (fewer, and worth more) and signups per week (do your asks work; each automation shows how many addresses it collected). Open rates are less reliable, because some email apps open messages for the reader. Look at them over months.
Do it
- Choose your rhythm and day.
- Press the button below and pick this week's best post.
- Write it up as an email: one tip, one piece of news, one link.
Quick check · 3 questions
Check what stuck
Which rhythm is best?
Show the answer
The one you can keep, and say in the welcome email. Once a week, every two weeks or once a month all work if you keep them.
Where do ideas for the emails come from?
Show the answer
Your month of posts, told a little longer. The best post of the week is next week's email.
A few people unsubscribe after every email. What does it mean?
Show the answer
The list is cleaning itself. Worry only when many leave after one email, and read that one again.
In this course
- 1An offer worth an email addressWhy "join our newsletter" gets few signups, what makes a free offer work, examples for studios, salons, shops and coaches, and how to test one before you make it. · 5 min
- 2Where to ask for the emailThe places on social and in real life where people say yes, and how to collect the address in an Instagram or Facebook DM with Postfjord. · 5 min
- 3A signup people trustWhat a signup form needs and what it can leave out, why people should confirm their address, and where the addresses you collect in Postfjord go next. · 5 min
- 4The welcome emailThe first email is the one most people open. What to put in it, a full example you can copy, and what to leave for later. · 6 min
- 5How often to send, and whatPick a rhythm you can keep, a simple shape for each email, what to do about unsubscribes, and the few numbers worth watching. · 5 min