There is a secret war taking place.
The war for attention in your email inbox.
Now, more than ever, we are bombarded by information. And the majority of it turns out to be junk that doesn’t add any value to our lives, solve any of our problems, or make us feel better about our lives.
So we ignore. We delete. We hit the SPAM button.
But if you’re wanting to use email newsletters as a way to grow your yoga business — you’ve got to know what it takes to write emails that people look forward to. Emails that actually get opened and read. And most importantly — emails that turn readers into regular students.
What does it take to write non-sucky emails?
#1 – Let your freak flag fly!
Share your personality! Write like you talk. Have a sense of humor. Don’t confuse being “professional” with being cold and inaccessible.
Your emails are a great way for your community to get to know, like, and trust you. When you write an email, write as if you were writing to a good friend — not as if you were writing to a faceless audience.
Simply infusing some personality in your writing will go a long way to turning an email newsletter into a regular note from a friend that your community looks forward to.
#2 – Give ‘Em A Hit of Inspiration
Over and over again, research shows that uplifting and inspirational emails get higher readership. We all need those regular reminders for gratitude, for forgiveness, for mindfulness. So what kind of inspiration do you share?
Share a transformation story! This could be a “Aha” realization that you (or a student) experienced that changed something in your life or practice.
Celebrate your community! Did a student achieve a major breakthrough or goal? Celebrate! Tell the story to the entire community of how they achieved this breakthrough. Share the results!
Take your practice OFF the mat. In our community, these are some of the most shared articles and posts — when a teacher shares how their practice influenced a challenge that arose in their life and how they took their practice off the mat.
#3 – Be a Problem Solver
As we go through our life, we all have things we’re seeking. It could be how to correctly get into alignment in a pose. It could be how to start a home practice. It could be the perfect post-yoga snack. What do people in your community want to know?
A great way to come up with ideas for the next few months::
- Create a list of the top 10 questions your students ask you about yoga.
- Each of those questions becomes a topic for a newsletter article.
- Bam! 10 weeks of newsletters ready to roll.
- Rinse and repeat.
#4 – Plant a Seed + Watch it Grow
This is possibly the most important take-away from this entire article series!
As you’re outlining your communications strategy and creating an editorial calendar (see number 5 below), each email that you send out should be building interest towards your next upcoming event or program.
Have a workshop coming up?
For the next 4 weeks, plant seeds through your emails to build interest and awareness about your event! When you offer this preview, you give just a lil’ taste of what is to come – and well written emails can have them hungry to find out more.
A key tip here – make sure for each email, you have just one core focus. One call to action.
Why? Because when you offer too much information in each email, and have too many things the ready can click on, it’s more likely that they WON’T take action. They’ll be stuck in overwhelm. So keep it simple and focus on one single next step.
If you took the advice from above, your weekly newsletter should have one (at most two) short articles and a clear call to action. A clear next step – it could be to go read a blog post or to go sign up for a class.
You plant the seed with the short article, and watch it grow as the reader takes action.
#5 – Send on a weekly basis
It’s simple – if you want to be a part of your student’s weekly routine, then send them weekly reminders!
Research shows monthly newsletters are actually counter-productive to your marketing efforts – because people aren’t used to getting email from you, they generally don’t open or read monthly newsletters. And only sending a monthly email has the highest rate of unsubscribes.
Weekly email newsletters generally have a much higher readership and fewer unsubscribes – which means that you community is more likely to hear your message and your announcements.
I recommend selecting a day to send out your email newsletter, and publish it each week on that day. Then work backwards through the week to schedule in the time you (or someone on your team) needs to write the email.
For example, if you’re going to publish on Wednesdays, then block out an hour Monday to write a rough draft, an hour on Tuesday to edit and schedule the email to send for Wednesday mornings.
Want to know more? Don’t miss parts one and two of this 100% FREE series, “Build Your Following + Your Biz:: Email Marketing for Yogipreneurs.”