Evergreen Email Sequences vs. Email Newsletters: Why Food Bloggers Need Both
Learn the difference between evergreen email sequences and email newsletters, and how you can easily implement both into your email marketing strategy today. Both can transform a food blogger’s email list into life-long fans!
Why food bloggers need an email newsletter and an evergreen email sequence
I get it, food bloggers. You’re overwhelmed with too many marketing strategies and keeping up with all or most of them. But did you know that email marketing should be one of your main priorities? Here’s why:
The list of names on your email list is yours and you can take it anywhere. Social media followers, however, may not even see your content and can be taken away at the demise of the platform (RIP Vine and MySpace).
Your email list is made up of your true fans and you should be treating them like royalty.
Think of them as the very first eyes on your content. These are the people that are going to drive web traffic, sharing, and engagement.
There are two great ways food bloggers can communicate, engage and connect with, and solve problems for this loyal audience: through an email newsletter and an evergreen email sequence.
These two email marketing strategies are very different as they require different writing styles, planning, linked content, strategizing, and scheduling. They both, however, can be crucial to a food blogger's growth and relationship building.
What is an evergreen email sequence?
An evergreen email sequence (sometimes known as a “forever series”) is an automated series of non-seasonal emails. The sequence is usually scheduled so subscribers receive one email per week. For food bloggers, the content in the emails will typically answer a common question and link to one of your most popular recipes (which, somehow, contains the answer to said question).
Evergreen emails are written to be short, to the point, and relative to your ideal audience. Subscribers will be segmented into your evergreen email sequence at any time during the year after completing your welcome email sequence, opting into your newsletter, or downloading your free lead magnet.
How many emails should be in an evergreen sequence?
This is completely up to you and your goals. The sequence can be a couple of months to even years long. Thankfully, the emails are written to be short (100-200 words max), meaning it won’t take long to write a few months' worth of emails. Alternatively, outsource the email writing to a professional to save time.
An automated email sequence can come in handy during those weeks when you aren’t sending a newsletter because your audience will still be hearing from you. Therefore, I recommend an evergreen sequence that’s at least 3 to 6 months long.
How to write an evergreen email sequence
State a common problem or ask a common question that’s relative to your audience.
Relate to the problem/questions (“trust me, I’ve been there!”).
Link the solution to your content/recipe. Follow with a few benefits, sentences, or bullet points to really encourage the reader to click on your linked blog post.
Link your content with an image and button. There should be at least one recipe linked, if not more.
Click here for an example of an evergreen email. I dive deeper into the process and include another example in my free 5-Day Email Series Fillable Template. Download your copy below:
What is an email newsletter?
Email newsletters are emails sent to your entire email list. The writing and content is usually more personal or seasonal, giving your audience a chance to connect with food bloggers on a more personal level. They can also be sent every time you publish a new recipe.
Newsletters aren’t usually automated and can be sent whenever you have the time (or an update). Readers enjoy newsletters when they’re filled with valuable content like new blog posts and recipes, products they may enjoy, and recommendations.
The importance of a consistent email newsletter strategy
Not every food blogger will want or need to send a newsletter email once a week. You should, however, be sending them on a consistent schedule. Write however many newsletters you would like to send per month and schedule the time to write it on your calendar.
Consistency matters because it’s the best way to nurture your audience. Hearing from you on a once-a-week to once-a-month basis will eventually make them see you as a key player and go-to person in the field. In other words, it’s another way to turn subscribers into life-long fans!
Email newsletter content ideas for food bloggers
Think of your newsletter as a chance to share some lifestyle content. Write about anything you love but make sure your audience will still connect with the content. Don’t include inside jokes or anything else your subscribers may not understand or be “in” on.
Along with a few linked recipes, include a variation of any of the following in your newsletters:
Newest recipes
Seasonal menu
Weekly meal plan
Grocery list
Recipes I’m loving lately
What I’ve been up to
Monthly check-ins
Holiday menu
Recipe fails
Upcoming travel plans
Restaurant recommendations
What I’m inspired by
Upcoming events
In conclusion
Food bloggers can benefit from having a consistent email newsletter and an automated email sequence as part of their marketing strategy. Both can help build a loyal fanbase, web traffic, engagement, and grow the business! Will you be implementing a newsletter or email sequence into your email marketing strategy?
Do you need help writing and designing your first evergreen email sequence? That’s what I’m here for! Learn more on my Services page.