Why Do We Do Email Marketing (When You’re A Mom Entrepreneur)

Why do we do email marketing? Let’s get to the root of it right now. We do email marketing to build and enjoy a relationship with our leads and customers. Email marketing (in most industries) relies on authentic voice and tone. If the recipient opens your email, they want to know what you have to say.

Email is still top of the top. Click through rates for industry average email are generally higher than most social media platforms. So take a moment to review your email marketing performance.

Keep Your Performance Metrics Simple

If you’re short on time, keep it simple and just keep an eye on these three performance metrics:
Open Rate,
Click Through Rate,
Bounce Rate
Each of these metrics provide indications on 1) the quality of your email list and 2) the relevancy of your content.

Metrics will change over time based on the way you pull various levers. So what are your levers? Here are some easy ones you can test and try out right now. For each of these, you’ll want to adjust or test-out one at a time. Then wait approximately 5 days before checking performance.
From name
Subject line
Preview line
Short form content versus long form content

What if your email list is a little on the… quiet side?

Then your next task is to implement ways for your audience to subscribe! Here are five ways to grow your email list:

1. Edit the button on your Facebook Business Page and choose “Sign Up”
2. Always include multiple options and suggestions for your recipients to share your emails
3. Post about your emails! Let your social media audience know that you have a newsletter
4. Be persistent. Do you talk to potential clients? Do you visit them or do they come to you? Make it easy to sign up with a QR code and don’t be afraid to encourage them to sign up
5. Sweeten the pot with a lead magnet they receive when they subscribe

About lead magnets

Lead magnets are products or services you happily give away in exchange for (usually) the lead’s email address. To be compliant you’ll want to make sure the lead has opted in for future marketing emails. Since you’re giving this “thing” away at no dollar cost, you’ll want to consider what an email subscribe is worth to you.

It’s also good practice to consider whether your lead magnet works for all segments of your audience. Sometimes, it’s appropriate to offer different lead magnets for different audience segments. (This can be a valuable resource in future communications with your leads, too.) You may consider offering multiple lead magnets of increasing value, the closer your lead gets to converting. Either way, spend some time brainstorming what would be considered valuable to your audience.

And bottom line: Don’t give away too much. Use even the lead magnet as an opportunity to engage the human being on the other end.