Detailed Summary of Episode 59: One Underrated Tactic to Save You Time on Your Email Marketing

Podcast: The Email Sound Booth with Liz Wilcox
Host: Liz Wilcox
Episode Title: Episode 59: One Underrated Tactic to Save You Time on Your Email Marketing
Release Date: December 5, 2024

Introduction to the Underrated Tactic

In Episode 59 of The Email Sound Booth, Liz Wilcox dives into an often-overlooked strategy that can significantly streamline your email marketing efforts: resending your best-performing past emails. Recognizing the overwhelming nature of constant content creation, Liz presents a practical solution to alleviate the pressure of generating fresh emails every week.

Liz Wilcox (00:00): "Email feels like this knot you're never going to untangle. It can feel like, oh my gosh, I have to create, create, create, create, create..."

The Main Strategy: Reusing Successful Emails

Liz emphasizes the effectiveness of repurposing emails that have previously yielded high engagement, particularly launch and sales emails. Instead of crafting new content repeatedly, reusing proven emails can save time and maintain consistency in your messaging.

Liz Wilcox (02:15): "The one tactic that I use is to just resend emails. Resend the emails that have worked well for you in the past."

She shares her personal experience, highlighting that during her 2024 Black Friday sale, she reused most of her emails from the previous year, only creating one new email focused on the latest trends in AI.

Liz Wilcox (04:30): "Most of the emails that I did for my 2024 Black Friday sale, I just reused from 2023. I think I wrote one brand new one. It was called AI and email. Because if you're not talking about AI, you're a dinosaur, right?"

Benefits of Resending Emails

Resending emails offers multiple advantages:

1. Time Efficiency: Reduces the time spent on drafting new emails.
2. Proven Success: Leveraging emails that have historically performed well ensures continued engagement.
3. List Growth: As your email list expands, new subscribers may not have seen older emails, making resending effective.

Liz Wilcox (06:50): "No, no, no one will notice. Maybe a super fan might, but they're a super fan of yours. They're going to be like, oh my gosh, they're so smart for resending that. I loved that email."

Implementing the Tactic

Liz outlines a straightforward approach to integrating this strategy into your email marketing routine:

1. Identify Successful Emails: Review past campaigns to find emails with high open and click rates.

2. Update Personal Touches: Modify the personal updates at the beginning of the email to reflect current circumstances.

   Liz Wilcox (09:10): "Always have like a short two to three sentence personal update at the beginning of your email... I'll update my personal update."

3. Refresh the Content: Adjust any outdated links or information and tweak the language to match your current voice.

4. Schedule Resends: Plan these resends during periods when you're short on time or experiencing writer's block.

Liz Wilcox (10:45): "I'll just go back and I'll be like, literally, what did I write a year ago, two years ago, three years ago? Oh, that had a decent open rate, decent click rate. I hit that duplicate button."

Practical Tips for Effective Resending

To maximize the benefits of resending emails, Liz offers several key tips:

• Frequency: Use this tactic sparingly, such as once a quarter, to avoid overloading your subscribers with duplicate content.

  Liz Wilcox (13:20): "Probably like once a quarter when I'm just burnt out... I'll just go back into the archives."

• Customization: Even when reusing content, ensure each email feels fresh by updating personal anecdotes and current information.

• Audience Consideration: New subscribers may not have received the original emails, making resends a valuable opportunity to introduce them to your best content.

  Liz Wilcox (15:00): "If you're growing your email list, you know these new people haven't heard about it, so why not send it out again?"

Real-World Examples

Liz references Episode 57, where she discussed her best-performing email—the "Open Car" email used during November launches. By updating and reusing this email across different launches, she maintains high engagement without reinventing the wheel each time.

Liz Wilcox (16:25): "In episode 57, I said my best performing email in November was my open car email... I just zhuzh it up and then I hit send."

Conclusion and Final Thoughts

Resending successful emails is a time-saving, efficient strategy that can help maintain your email marketing momentum, especially during busy periods or creative slumps. Liz encourages listeners to leverage their email archives to sustain consistent communication without the constant pressure of creating new content.

Liz Wilcox (18:50): "Reuse your emails, babe. And if you need help writing good emails in the first place so you can reuse them later, I've got you covered."

She also promotes her email marketing membership, offering resources like weekly newsletter templates to further assist subscribers in optimizing their email strategies.

Key Takeaways:

• Resending Past Emails: An effective method to save time and maintain engagement.
• Update and Customize: Always refresh personal updates and relevant content to keep emails current.
• Strategic Frequency: Use resending sparingly to avoid redundancy while benefiting new subscribers.
• Leverage Successful Campaigns: Identify and reuse high-performing emails to replicate success.

By adopting Liz Wilcox's approach to reusing proven email content, online businesses can enhance their email marketing efficiency, foster sustained engagement, and build a profitable, enjoyable email list.