Welcome to the New Year!
Last year really threw a wrench into a lot of companies’ marketing plans and taught us some lessons on the importance of having the right balance of evergreen content and timely content. You can’t predict the future, so make room in your marketing for updates to your messages.
I want to relate this specifically to email marketing. You should absolutely be using evergreen content in your lead follow up sequence (ideally 6-8 emails), but timely emails are important as well. These could be specific promotions, or they could be just showing up and discussing a current topic or event in a way that educates your prospects and provides them with some value.
For example, see something in the news relating to what one segment of your clients might be going through? Send out an email to that group relating it to what you do and how you can help them get the same result/feeling (or avoid a negative feeling) the subject of the story did.
These types of emails show that you’re human and relate to them, leading to more trust in you.
Good luck and I’ll see you next month!