The 6-step guide: Email marketing for professional speakers

Why you should consider email marketing

  • Public speakers are a brand all on their own, and email marketing, along with social media marketing, can help boost brand awareness.
  • Well-written emails can generate more leads and create anticipation when it comes to your next speaking event.
  • Email marketing can get you noticed by influencers in your field of influence.
  • Email marketing is a great way to keep your audience engaged, even for long periods between gigs.

Step 1: Build an email list

A. Build a landing page

B. Create an incentive to sign-up

  • free ebook
  • checklist
  • case study
  • trends report
  • guide: complete with tips, insights, and data
  • video recording of your talk at an event
  • resource guide, which could include
  • outline of the topics you discuss
  • links to webinars or podcasts you hosted or were a guest on
  • the most frequently asked questions you come across from your audience.
  • books, articles, and studies that are relevant to your topic

C. Put the time in to research your audience

  • Engage in social listening and stay up to date with what’s happening in your niche on social media.
  • Do some research on your competitors. What do your prospects like about them? What do they offer? Find that sweet spot and make sure to utilize it better than they do.
  • Check the types of questions most frequently asked on social media, or create a quiz to better understand your prospects’ needs. The answers to these questions may help you come up with your incentive.
  • Pose questions before and after events. When your audience interacts with you after your talk, ask them what they found most essential and insightful, and what additional resources could help them.
  • What is already available to your audience? Are there thousands of video tutorials but no checklists? Are there lots of research papers, but not many actual, practical applications. Are there case studies? All this can help you uncover what kind of content would be valuable to people.

Step 2: Don’t be afraid to reach out to people you’ve never met and invite them to join your list

A. What does a bad cold email look like?

  • Basic subject lines: “Join my email list” is rather generic, and is not very engaging because it is widely overused.
  • It starts with “Hello” without the name of the recipient. This instantly comes across as a spam message. The same goes for the first line: the standard “I hope you are doing well” is a tell-tale sign that the email is not personal.
  • The email has complex visuals, or the background is grey. This Immediately looks like a marketing email that has not been created manually. Unsolicited, it looks like spam, and usually gets ignored immediately.
  • The email is oddly formatted. Seeing font attributes such as BOLD ITALICS that would not be found in a normal email immediately makes it look like spam.
  • The content is unbalanced. Either it is:
  • too long,
  • has too many ideas,
  • is poorly laid out,
  • Has too much about them (as opposed to the value to you)
  • or it comes off as too generic. For example, asking open-ended questions, like “What are your key marketing challenges this year?

B. What does a good cold email look like?

C. Who to reach out to? Building a list of audience members, event organizers, thought leaders and influencers

Step 3: Email marketing before and after events

A. Before your talk

  • You can negotiate with the event organizer for access to the list of attendees,
  • You can ask to have a link to your speaker profile sign-up page added to the event website,
  • Look on the event’s social media for guest lists and actively engaged audience members
  • Find out who the event sponsors and contributors will be
  • Check out other speakers at the event and who their audience is.

A note on GDPR Compliance

B. After your talk

Step 4: Plan an email campaign

  • Newly acquired emails: People who have just been added to your list will want to learn more about you, your brand, and your message.
  • Older subscribers: will likely want new information, like latest trends and insights, what you are working on, and where you will be speaking next.
  • Where contacts were acquired may be important: for example, business professionals from a specific industry, conference, or group.
  • Your connection: your relationship to them. For example, potential clients you would like to work with, loose acquaintances and friends you’d like to keep in touch with, audience members looking for your expertise.

Step 5: Always follow up

Step 6: Always make it personal


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