Brad Callen
Wednesday . 20 min read
Part 3 – Content Emails

The first type of email that you should send to your customers and/or subscribers are content emails.

I speak about ‘before’ and ‘after’ states a lot in my teaching. Remember, the primary reason that your customers bought from you, or opted in for your Value Pull (or lead magnet) was to move them from their unhappy ‘before state,’ to their happier ‘after state.’ The faster and easier we can get them there, the better.

You’ve heard the saying, “There’s more than one way to skin a cat”?

Well, the same holds true in business. What do I mean by this? Well, your product or service improves your customer’s life in some way. There are dozens of ways to take your prospect from their ‘before’ state to various degrees of their improved ‘after’ state.

If you can do this, and convince your customers you can do this, then they will spend lots of money on your products and services again and again.

The best way to get this ball rolling is through giving away some form of value for free. Which is exactly what we’ll be doing in this type of email.

Providing valuable, quality content can make the difference between maintaining a vibrant, responsive subscriber list or a slowly dying, unresponsive one.

I’ll go over three types of content-related emails that you can send to create a sense of value and establish credibility with your subscribers.

Newsletter Emails

The first type of content email is the newsletter-style email.

This is the typical type of email that most people think of when they think, “content emails.” With this type of email, all of the content is located inside of the email itself.

Here, you’re not promoting anything directly. You’re not giving out a discount or coupon code or running some sort of special promotion. You’re not trying to “get the click” (getting your subscriber to click through to a web page).

The primary purpose of this email is to get them to read your email subject line. Then to open your email. Then to read the first sentence. Then the next, and the next.

By the end of the email, you want them to feel like they learned something valuable from you.

Something that moves them closer to their desired ‘after’ state.

Here’s an example of a content email that I recently sent to my subscribers that are all looking to get more website traffic so they can grow their online businesses.

The subject line read: How to rank higher than #1 in Google

And then the body of the email read:

Hey! It’s Brad Callen.

I’ve got another content packed email for you today, get ready to read!

Everybody knows Google is like an indecisive friend who changes their mind every other second.

It’s exhausting, but unlike that friend, we need Google in our lives, right?

So, Google’s new hype is their ‘featured snippets’…

… you know the quick access chunk of information that pops up when you do a google search?

For companies and business, it’s known as the position zero spot.

It kind of sounds like something out of a Marvel film I know, and in a way, it does hold some superpowers.

If you’re in position zero…

…your website or business will automatically gain credibility and exposure.

The best part?

It doesn’t necessarily have to cost you money and you don’t have to be highly ranked in Google to get a chance to be featured there.

So, I thought I’d give you 7 tips on how to get you to position zero:

1. Do a Keyword Search using a tool called Serpstat. (it’s FREE)

You can use it to type in a keyword related to your niche and see if any featured snippets come up.

If they do, you can try and emulate them…

…If they don’t, you’ve got yourself an opportunity!

2. Use SEMrush.

This analytics tool lets you find out what snippets your competitors have earned as well as your current snippet rankings.

Just click on the ‘Organic Research’ button and select your preferences.

Once you know what your competitors are doing…

… you can copy and paste their terminology and topics into your content.

3. Integrate ‘How To’s’ into your content.

This will cater to your audience’s needs.

Since snippets are there to answer questions, it makes sense to craft your content into an answer to a question.

If your content is alleviating pain or solving a problem…

… your chances of gaining position 0 are going to increase significantly.

4. Use Answer The Public for content inspiration.

This allows you to see the types of questions people are asking about your particular niche. So, if you can answer them, write about them!

5. Have 1 piece of content that answers loads of questions.

Once a page earns a snippet, it’s way more likely to be featured in others too.

So, increase your chances by having one piece of content that answers a vast amount of questions.

That way your one piece of content could feature in dozens of different snippets.

Think of the traffic you’d get!

6. Format your Content.

Use headers in descending size order. Or if you have lists make sure to list them in numerical order.

Google likes things to be in chronological order, so do it!

7. Add images and videos to your content.

People love to learn visually.

Videos are huge for engagement right now, so as long it’s high quality and well thought out, they’re a no-brainer to get you to position 0.

I hope you’ve found these tips useful…
… and always remember…
… keep your content simple, accessible and written with your audience in mind.

That way you’ll find yourself in the top spot in no time at all!

Get ready for the traffic!

Brad Callen

Bryxen, Inc.

You’ll notice that the email is 100% text. No images. No html. It’s just text, like if I was writing the email to a friend.

This is the first type of email that I would suggest writing to your subscribers. You’re just introducing yourself or getting your foot in the door here.

You’ll also get the highest deliverability by sending emails without a bunch of html and images (meaning their email provider won’t send it straight to their spam folder or ‘promotions’ tab within gmail – both places you don’t wanna be).

Newsletter-style emails can work for any type of business.

Here’s an example. A good friend of mine owns an eCommerce business that sells coffee. His subscribers love both him and his products, and it’s in large part because of the way he communicates with them via email.

Here’s an example newsletter style email that he sent out to his subscribers:

The subject line read: The RIGHT Coffee Is Good For You

And the body of the email read:

As a Preventative Doctor, I have a firm belief that an ounce of prevention is worth a pound of cure.

I practice what I preach.

I’m VERY careful with what I put in my body on a daily basis. That doesn’t mean that I don’t enjoy pizza, ice cream, french fries, pastries, cheesecake… you already know I have a sweet tooth 😉

BUT I don’t enjoy those things daily.

One of the principles that I teach is eating for results vs eating for pleasure.

80% of the time you eat for results – This is how you stay healthy and look younger. I plan on living til I’m 120 years old but only look like I’m 60 😉

20% of the time you eat for pleasure – This is the time you eat with friends and family or you have those foods that you crave and emotionally satisfy you.

You don’t have to have this stuff all the time. You know and I know it’s not good for you but you feel good when you eat it. And that’s ok… 20% of the time.

The point of all this?

You will look like what you eat and drink… or garbage in = garbage out.

This is why I created Lifeboost Coffee.

Coffee is something healthy that has turned unhealthy thanks to all the chemicals and cash crop farming methods.

It’s also something that 80% of the US drinks.

If you are drinking regular coffee, you are drinking pesticides even if it’s a higher quality.

Pesticides poison and age your body!

Organic coffee beans are only 3% of the entire market.

Specialty, Organic, Single Origin, Fair Trade, Elevation and Shade Grown Coffee beans like Lifeboost are rare.

Less than .5%.

That’s correct. Less than one half of a percent!

I drink it 1-2 times a day and I want to make sure that I’m getting the cleanest, healthiest source possible.

I also want to make sure that it is low in acid, so it’s easier on digestion.

I want the same exact thing for you.

Coffee is a daily ritual to me. I love it. I enjoy it. It takes me to my happy place 🙂

If you aren’t on the subscription,

Go here to sign up!

It’s the best deal I can give for such a rare coffee.

It also helps us support our farmers like Martha so they have stable income.

Thanks again for your love and support. It means a lot!

Dr Charles Livingston
CEO of LifeboostCoffee.com

P.S. Your Lifeboost for the day: Don’t give up what you want most, for what you want now

Throughout the email, he hyperlinks a few of the words directly to his online store where subscribers can order the coffee. He gives them the option to buy if they want, and still provides great content in the email.

If you own an eCommerce business, these kinds of emails work extremely well.

Blog Post Emails

Ok, so the second type of content email is a blog post email.

After you get started writing newsletter-style emails where the bulk of your content is in the actual email, I would recommend also integrating blog post emails because they serve two purposes.

You’re able to stay in constant contact with your subscribers, staying relevant in their minds.

By creating a blog post and sending your subscribers to that blog post, you’re also creating valuable content on your website. Google will take note of this, therby sending you even more traffic.

If you don’t already have a blog, you should consider starting one. By sending your readers to your blog, you can provide them with a greater variety of content.

●  You can send them to an article that would be too long for an email.

●  You can send them to a video on your blog.

●  Or you can send them to an infographic, a photo, or an image quote on your blog.

This kind of email should contain some super basic information about what the blog post will discuss. The purpose is to wet their appetite and entice them to click through to your blog.

Of course, you should have an informative and interesting blog post waiting for them. We’re not trying to trick our subscribers. We’re trying to entice them to read our helpful blog post, as well as pre-frame the content, so they’re excited and ready to learn.

A marketer that uses this type of email to perfection is Neil Patel. He has built multiple milliondollar software companies using content-style emails as the cornerstone of his businesses.

Here’s a great example of a blog post email that I recently received from him:

The subject line read: The Big Mistake You’re Going to Make With Content Marketing

And then the body of the email read:

Wait! Before you spend anymore time on content marketing, listen to this.

In this episode of Marketing School, I break down the big mistake that most people make with their content marketing. Don’t worry, I made this mistake too. So make sure you listen to this, if you want your content marketing to be successful.

Cheers,
Neil Patel

PS: Make sure you subscribe to Marketing School.

Neil hyperlinks the words “listen to this” to one of his videos teaching a specific content marketing strategy.

The purpose of the email is to briefly summarize what the content is all about, and get the subscriber to click through to check out the content.

You’ll also note that he includes a “P.S.” in the email where he recommends his marketing podcast (and hyperlinks to his podcast sign up page) to get them into another funnel where he can provide more value, and eventually sell them something else in the future.

Other People’s Content

The last type of content-based email I recommend sending out is an email to other people’s content.

Now, this one is a little bit tricky, and I wouldn’t recommend doing this often, but there is a purpose behind doing this.

Sending your subscribers elsewhere serves two different functions:

#1 It adds credibility.

The fact that you’re willing to send your customers somewhere else other than your own website shows them that you are selfless and really do care about your subscribers.

It shows them that you’re willing to help them in any way possible – which should be the case. If it’s not, then you should consider finding another career.

Let’s say, for example, you’re in the health niche and you teach people how to get six pack abs.

Now, let’s say that someone else in your niche has written a free report or book (i.e. a Value Pull) on the Ketosis Diet, which is a popular diet right now.

Do you think your subscribers would be grateful if you sent them a link where they could get this free Ketosis book? Of course they would!

#2 It fosters connections.

Sending someone elsewhere, of course, doesn’t have to be completely selfless.

In the case above, you could contact the person that wrote the Ketosis book before you send traffic over to them and see if you can work out some sort of deal. In exchange for you sending your subscribers over to their book, they could send their subscribers over to something you wrote.

This is the perfect way to do some traffic swapping. You can direct traffic to their website and then they can direct traffic back to yours. These kinds of relationships can help to build BOTH of your businesses.

Next, I’ll be going over the next kind of email to master in your email marketing: the relational email.

Brad Callen
About The Author

Brad got his start online back in 2002, and is the founder of Bryxen, Inc. The Bryxen team has built 30 online businesses over the past decade. Ranging from eCommerce products, to information products, to Saas products. His life mission is to help small to medium-sized businesses experience dramatic and consistent growth, no matter how successful they already are.

The Bryxen product line includes...