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Email Marketing

An old favorite that’s still important.

Digital marketing isn’t just about getting eyes on your website. You need to help your audience see what you can offer.

This isn’t always easy – especially if you’re stuck in an advertising mindset.

That’s why we need to invest our time into nurturing our leads until they are ready to convert into customers.

Two Primary (and Similar) Ways to Nurture Leads

  1. Email Newsletters
  2. Autoresponders

Let’s talk about how each of these methods will help move prospects through your digital sales funnel. This will be a basic introduction, so please, post comments below if you have any specific or more advanced questions.

Email Newsletters

Many businesses already participate in “email marketing”. It may be a newsletter each week, month, or quarter. Or, it might be email blasts sent whenever someone from your organization decides to.

I bring up email newsletters as a less sophisticated version of autoresponders. Essentially, an autoresponder is just another form of email marketing. The distinction I make is that generic email marketing consists of email blasts set to some schedule (E.g., monthly newsletters).

Newsletters have their place in marketing. They are great to broadcast educational information, keep your brand relevant, and share your clients’ successes.

They are awful for you to push your services. They are awful if they are not easily read and digested by viewers. They are likely awful if you try to design and style them.

Point is, if you are going to do it, put effort into making them good.

Here’s some basic guidelines to help you use effective newsletters:

  • Use little style and design elements
  • Set a schedule and be consistent
  • Only send information that is educational, engaging, and/or entertaining
  • Share your clients’ successes, but don’t shift the focus to how you did it
  • Be personal and make the newsletter personal
  • Remember your copywriting basics



Autoresponders act exactly as the name sounds: they automatically respond to a customer with a sequence of emails tailored to their interests and needs.

I believe autoresponders to be the best form of email marketing. After you initially set up the sequence, subscribers will automatically receive the emails to nurture them from warm leads into hot prospects who are ready to buy.

But, there is some upfront work needed to build an effective email sequence. And still, once it is created, it is always best to continually revise and improve upon the emails.

To create your autoresponder, consider the following:

  • How long is your sales funnel? (your autoresponder can match this)
  • How often should I contact them? (generally, every 2-3 days early on and up to a week in between emails later in the sequence)
  • How many emails should I send? (5-7 is best in most cases. Some may want fewer, while others can go on for dozens of emails)

What content should you include in an autoresponder?

  • Educational, engaging, and entertaining
  • What questions are you frequently asked? Place that in there
  • Do you blog? Those topics can be pulled out and used in the autoresponder
  • Any case studies ready to go? Great way to build trust and prove what you can offer

If you aren’t yet, use autoresponders! Start building one today. It’s an excellent way to simplify, streamline, and automate your marketing and sales process.

And over time, you can build out more autoresponders that are tailored to very specific audiences so you know you are doing the best job possible to nurture each client into becoming a customer.


Email Marketing 101

This is a very basic introduction to email marketing, of course. The key isn’t to master each type of email marketing, but to understand how you may include each in your marketing campaigns.


What did I miss? What are you still wondering about? Please, let me know in the comments below!


David J. Bradley is the Best Selling author of Getting Digital Marketing Right and Managing Director of Primal Digital Marketing. He is an entrepreneur dedicated to the growth of his clients, his team, and himself. To learn more about David, click here.