fbpx
Screenshot 2023-12-11 at 11.03.47 PM

Email Marketing Campaign

conversion-emails-promo
Wish you could get your content seen more?

Wish you could get your content seen more?

Grab our 63+ engagement-boosting questions you can use right now to attract your ideal person and get them excited about you and what you offer.  Grab them here!

The Ultimate Guide to Building an Effective Email Marketing Campaign That Works (Even During Summer Slumps)

Ahh, summer. The time of year when the kids are out of school, the sun is shining, and your allergies are making you feel like a walking tissue box. (Yes, that’s totally me right now. I’ve been sneezing my way through this recording like you wouldn’t believe!) But seriously, the summer can be a challenging time to keep up with work. I get it. We all want to spend more time by the pool, enjoy family outings, or simply collapse into bed after a long day of sunscreen-wrangling and child-herding.

But even when we’re in vacation mode, there’s still a business to run. And more importantly, sales to be made. So how do we make sure our business keeps chugging along while we’re trying to catch a little sun and sneak in a nap here and there? The answer: a killer email marketing campaign that does the heavy lifting for you.

Why You Need a Nurture Email Sequence to Boost Sales

We moms are busy. I mean, we’ve got a million things to do, and spending all day in DMs trying to close a sale is exhausting. You don’t want to feel like you’re glued to your phone, frantically messaging leads, and missing out on precious summer moments with your kids. But here’s the good news: You don’t have to.

The secret sauce? Nurture emails and evergreen content. These babies are like your personal sales team, working for you 24/7. And once you’ve set them up, they’ll keep your business running even when you’re hanging out at the beach with a fruity drink in hand. 🍹

The Art of Email Marketing: It’s Not Just About Selling

Let’s get one thing clear right off the bat: If your idea of an email marketing campaign is just blasting your list with sales pitches… it’s not going to work. I know that might sound harsh, but trust me, it’s true.

On the flip side, if all you do is send value-packed emails without ever mentioning your offers, then guess what? You won’t make any sales either. The trick is to find that sweet spot, that perfect balance where your emails both nurture and convert.

That’s where our Nurture to Convert System comes in. We’ve created a foolproof framework that makes your emails a mix of supportive, relatable content and strategic sales messaging. It’s what we call the Permission Sandwich Formula. 🍞🥪🍞 (I know, it sounds delicious, right?)

What’s a Permission Sandwich?

So glad you asked! A Permission Sandwich is a cycle of six email types that keeps your audience engaged, nurtures trust, and leads them to buy from you without feeling pressured. Here’s the rundown:

  1. Permission Email – This is where you connect as a friend, not a coach. It’s all about giving your audience permission to be exactly who they are—messiness and all.
  2. Clout Email – Show your authority and build credibility. Feature testimonials, podcast appearances, or simply share a story that highlights your expertise.
  3. Training Email – Teach them something valuable. Give them a quick win that shows you know your stuff.
  4. Recommend Email – Suggest a product, resource, or service that will genuinely help them solve a problem.
  5. Ask Email – Engage with your audience by asking questions, seeking feedback, or encouraging them to hit reply.
  6. Feedback Loop Email – Create a conversation. Share something personal and invite them to respond with their thoughts.

You cycle through these emails twice and then wrap up the month with a one to three-day flash sale. This could be for a special offer, a discounted product, or an exclusive coaching spot. The beauty of this system? Every single day, someone is hitting that flash sale, which means you’re making sales consistently.

How the 6 Pillars of Conversion Can Transform Your Email Marketing Campaign

Now, let’s dive a bit deeper into the psychology behind why this system works so well. The Permission Sandwich model is a sequence of emails that aligns with the cycle of creating trust, authority, and ultimately, conversions. It’s about nurturing your audience with genuine content that builds connection before asking them to take action.

Let’s break down the key components of this system so you can elevate your email game and start seeing tangible results!

1. The Magic of Permission Emails: Building Trust Without the Hard Sell

The first email in our system, the Permission Email, is crucial. It’s about showing up as a friend—not trying to “fix” them. So often, we jump into coach mode and try to tell people what they need to change. But nobody wants to feel like they’re broken, right?

Instead, think of your Permission Email as sitting down for coffee with a friend. You’re saying, “Hey, it’s okay to be exactly where you are. You’re not alone.” For us Boss Moms, that might mean giving ourselves permission to be a hot mess now and then, to have an inconsistent schedule, or to prioritize our families without feeling guilty about it. 💖

This is where the magic happens. Because when your audience feels seen, heard, and accepted, they’re way more likely to stick around and eventually buy from you.

2. Building Clout: Let Others Sing Your Praises

Next up is the Clout Email. It’s time to show them why you’re the expert they should listen to. But here’s the trick—you don’t have to do all the talking yourself. It’s way more powerful when others rave about you.

If you’ve been featured on podcasts, write about it. Or better yet, include a snippet or testimonial from someone who’s loved your program or product. Social proof is everything.


3. Training Emails: Filling Gaps & Providing Hacks

Training emails serve one of two purposes:

  1. Fill a gap in your audience’s understanding.
  2. Give a hack that offers a practical, actionable solution.

These emails aren’t just about giving value; they’re about positioning yourself as the expert who can solve your audience’s problems. For example, if you’re in the wellness industry, you might send an email explaining how a certain mindset shift can change your relationship with food (filling a gap), followed by a simple morning routine tip (giving a hack) that they can implement right away.

Pro tip: When creating training content, decide whether you’ll focus on changing your readers’ perspective or offering a quick win. In our Permission Sandwich strategy, you’ll typically send two training emails a month—one focused on filling a gap and another on providing a hack.


4. Recommend Emails: Sharing Resources You Love

A powerful way to show your audience that you’re not just in it for the sales is by recommending products, tools, or services that align with their interests. This could be a book that changed your life, an app that streamlined your business processes, or even a fellow entrepreneur whose podcast you admire.

The key is to recommend things that align with your brand values and genuinely benefit your audience. It’s not about endorsing competitors but rather about being a resourceful friend who genuinely cares.

Example: If you’re in the parenting niche, you might share a children’s book that fosters emotional intelligence or a must-have kitchen gadget that makes weeknight dinners easier.


5. Ask Emails: Driving Action with a Purpose

Once you’ve nurtured your audience with permission, clout, training, and recommendations, it’s time to ask for something in return. The Ask email is where you can invite your subscribers to take a concrete action that supports your business goals, such as booking a call, attending a webinar, or purchasing a product.

But here’s the trick: because you’ve built up trust through the previous emails, your audience is now more likely to respond positively. The action you’re asking them to take should align with the relationship you’ve nurtured.

Pro tip: Your Ask emails will be more effective if they’re framed as a natural extension of your previous content. If you’ve been educating them on the benefits of a particular solution, the ask can be, “Let’s hop on a quick call to see if this solution fits your needs.”


6. Feedback Loop Emails: Market Research & Connection

The Feedback Loop email is a hidden gem in this strategy. Instead of just broadcasting content, these emails invite your audience to engage directly with you. Think of them as a mini market research tool wrapped in genuine conversation.

Unlike the typical “fill out this survey” approach, a Feedback Loop email might simply ask readers to hit reply and share their thoughts on a specific topic. This interaction boosts your email deliverability rates while also providing valuable insights into your audience’s needs and desires.

Example: “Hey, what’s your biggest struggle right now when it comes to balancing work and family? Hit reply and let me know—I read every response!”


Putting It All Together: The 90-Day Nurture Cycle

The beauty of the Permission Sandwich strategy is that it’s a repeatable cycle. Once you’ve gone through a full cycle of Permission, Clout, Training, Recommend, Ask, and Feedback emails, you start again. As you collect more data and refine your approach, this system becomes easier to execute.

Many successful businesses implement a 90-day cycle of these emails. Once you’ve perfected one cycle, you can scale up to a full year’s worth of nurture sequences that drive engagement and sales consistently.


Key Takeaways to Elevate Your Email Strategy

  1. Authenticity Over Automation: Use your emails to foster genuine connections. It’s not about being the loudest voice but the most relatable one.
  2. Balance Giving and Asking: Build trust with value before making your sales pitch. The more you give, the more receptive your audience will be when you ask.
  3. Embrace the Feedback Loop: Get to know your audience better by asking for their input. This keeps your content relevant and makes subscribers feel heard.
  4. Stay Consistent: The 90-day cycle keeps your brand top-of-mind, so your audience always feels connected and ready to take action when you ask.

Ready to Transform Your Emails and Skyrocket Conversions?

If you’re vibing with this approach and want to dive deeper, we have a special training for you. Check out our free resource, “The 7 Mistakes Boss Moms Make That Drain Time, Energy, and Money”, by visiting bossmom.com/mistakes.

Let’s get you on the path to nurturing your audience with love, authenticity, and strategies that work. After all, it’s not just about what you sell—it’s about how you make people feel.

Love your faces always,
Dana Malstaff


P.S. If you found this blog helpful, don’t forget to subscribe to our podcast and leave a review! We’re here to empower you on your business journey.

conversion-emails-vertical
Dana Malstaff

Dana Malstaff

Dana Malstaff is the Founder of Boss Mom and creator Nurture to Convert.
She is a mother, author, speaker, messaging strategist, podcaster, blind spot reducer, and movement maker. She believes that too many brilliant moms are struggling to figure out how to grow their business while balancing all that is required to be a good mom, partner, and woman. So many moms are trying to grow their business using trends that feel inauthentic and aren't realistic for their inconsistent schedules. She has helped thousands of women become known for their brain and not their dance moves

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.