3 ways to stay strategically consistent with your email marketing without burning out after running a big promotion (like Valentine's Day)

It’s very common for ethical brands to get massive email fatigue after intense sales periods.?

I get it!?

They put so much effort into those high-intensity weeks, that the only thing the marketing team can think of is resting up.

And they deserve that rest, fair and square, even without running a sale.?

Without rest, your brand can't continue to drive the impact that's so desperately needed in the world.?

Between you and I, 99% of your subscribers won't even notice if your marketing team won't email them for a week.

But more often than not, that week turns into a month, and that month turns into a whole quarter... And then emailing your list again just feels... awkward.?

You still send those emails, right before or when you have something to sell or promote, but you swore that you'll do things differently with your impact-driving brand. You'll do things better.

So how do you stay strategically consistent with your emails after a big sales period, continue to nurture inbox F.A.N.s, and retain happy customers with your emails,?without?burning out?

Here are my top 3 tips:

1. Plan smarter in advance.

When you come up with your launch strategy, include at least another 1-2 weeks’ worth of emails to be sent?after?that sales period.

Hopefully, your post-purchase/delivery email sequences are all sorted out (and if not, comment below so we can do so together), so then all you have left is a few more ongoing newsletters to figure out.?

If you plan, write, and schedule those emails in advance, alongside the sales ones, you and your team will have a week or two (or more!) to catch your breath.

At the same time, your subscribers will keep seeing your name in their inboxes and develop their relationship with your brand.?

These emails aren’t supposed to be sales-focused emails, but if done right, they absolutely can generate more sales and impact for your brand, your people, and our planet.

2. Use this post-sale period to collect direct feedback from your subscribers who chose?not to?buy from you.

It’s as important to know why your subscribers chose to invest in your solution as it’s important to know why they chose?not?to.?

It can be a short automated sequence, with or without an incentive (that’ll depend on your audience their motivations) to give you this data. This automation is something to have in your back pocket for you to rinse & repeat after every sales period.

The information you’ll get will help you do many things: from planning a better-performing future sale and improving your messaging so it’ll convert?even more?subscribers, to understanding whether your offers are the right ones for your subscribers or what’s the quality of your email list.

3. Pick the lowest-hanging fruit.

Use the things that are already happening in your business in the week or two post-sale, or reuse assets that could've used more love, and send them in a newsletter.

It can be as simple as sending a blog post on your website that you’re super proud of and performed well the last time you shared it. Or one you think could’ve gotten more love when it was originally published, and give it a new spin.

This suggestion is a good one to do every so often regardless because?maybe?10% of your social media followers see your posts when you publish them (thanks, algorithms! Horray, emails!).

Another thing you can do if you have a bit more time and headspace is to share the behind-the-scenes of the post-sale period. Show what you've been up to, and if you can show pictures rather than just tell, even better.

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Long story short - treat your subscribers as you’d like to be treated, and think of your email relationships through a long-term lens.

It will pay off tenfold.

Which of these 3 approaches will you try the next time you launch to stay strategically consistent with your emails? I'd love to know in the comments below!

A version of this piece was originally shared as a newsletter to my subscribers and then repurposed as a blog post on my website.

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