Your email list is your golden treasure, the basis of your business. Your subscribers are the people who have chosen to follow you — they signed up for what you have to offer. They’re what is sometimes called “hot leads.”
But your subscribers will leave you — unsubscribe — if you don’t build a relationship with them and offer them something of valuable regularly.
Many online entrepreneurs build an email list and then seldom send email to their subscribers because:
- They’re afraid subscribers will unsubscribe if they send too many emails
- They don’t know what to write in their emails
- Their method of sending out emails is so involved that each email becomes a big project, taking hours
Does one of those reasons affect you?
The truth is that:
- Your subscribers will unsubscribe if you DON’T send them regular emails
- I’ll tell you what to write in your emails–read on
- Emails shouldn’t take more than 1/2 hour to write
Let’s go into each item in depth…
1. They’ll unsubscribe if you DON’T email them
Sending regular emails is essential to nurture your list and build a relationship with your members. These emails get readers accustomed to your schedule and encourage them to become more active, which includes buying.
When you don’t email, you don’t provide value to them. Why should they stay subscribed?
And, they’ll forget who you are and may even mark your emails as spam.
How often should you email? It depends totally on your field. In the corporate world, not more than once a week, except during a promotional campaign. In the Internet marketing, personal development and health fields, where you’re emailing people as individuals (not as employees), 3-7 days per week will give you better results.
2. What to write in your emails
Emails come in 3 types:
- Informative: Provide education, tips, and valuable information that will help them solve their problems. If you write a blog post, just give them a teaser and send them a link to the post.
- Engaging: Tell stories, challenge them, and open up about yourself to keep them interested and involved
- Promotional: Regularly make offers of your products and those of others. Remember, people WANT solutions and you have them.
Any one email can include 1-3 of those components.
3. How to write quick emails
Keep them short! Seriously, people don’t read long emails anymore.
Provide variety so there’s something for everyone.
Keep an ongoing list of resources and ideas, so you always have something to say. This could be a swipe file, people who have evergreen products you can always promote, and thought leaders’ blogs. You can always link to an older post of yours.
Use the same — or a similar — format so you aren’t reinventing the wheel each time. For example, I have a Daily Hot Tip and a P.S. with a resource or offer in each daily email (but not in my courtesy reminders).
The more often you email, the faster you’ll get at it.
If the technology trips you up, write in a word processor and hand it off to an assistant to actually create the email.
The 4 reasons to send out regular emails
- Establish your expertise and reputation: When your audience gets regular emails it helps you establish a relationship of trust with them. They grow to expect and look forward to your emails. Your subscribers learn about your knowledge in a field they care about. This is the basis of their decision to buy from you.
- Be their go-to person for what they need: As you participate in activities, events, and create new products, email your list about what you are doing and how it can benefit them. If you will give a webinar, notify them so they can learn from you and others. If you sponsor a local event, invite them to meet you there. Share your thoughts on related news, trends, and controversies. Subscribers want to know what your experience has been and where you stand. You want to stay on their minds so that when they’re ready to buy, they’ll think of you.
- Teach them: Teach your audience about their problem and possible solutions. Provide statistics and background. By teaching them, you show you understand, are an expert, and can help them.
- Make more sales: The more regularly you email your list with relevant offers, the more sales you’ll make. Sales are your personal goal. However, to get the sale, you have to meet your audience’s needs. When you send the right message at the right time, it’s easier to meet their needs and your own. Keep emails going out regularly so you don’t miss an opportunity to meet their needs and increase your income.
Connect with Your Audience
When you send an email, picture an audience member that you’re writing to. Mention something that you have in common or ask what they think about something. This helps you connect on a deeper, more personal, level. The more connected with you they feel, the more loyal they will be.
Telling stories is a great way to connect with your audience. So is asking them to reply with their own opinions, struggles, and stories.
Make sure that each email has a purpose and goal that meets your needs as well as those of your audience.
Please leave a comment about why you aren’t sending out regular emails and share this with your friends so they’ll benefit as well — just use the Share buttons.