“You need a list,” they said.
“The money is in the list,” they said.
“You need an autoresponder,” they said.
So you purchased an autoresponder; you added an opt-in box on your website, uploaded your current customers and have added new subscribers to your list. You have a sweet list of people who want to know more about you and your business. Now what?
Now, you sit
down and plan out what you’re going to send to your list. The money is in the
list ONLY if you stay in contact with the list. If you send out random emails
every few months or every few years (yikes!) chances are you’ll have several
unsubscribes and maybe even a few spam reports. Simply because you weren’t
consistent in your communication and your subscribers probably don’t remember
who you are or how they got onto your list.
Know Your Subscribers
subscribers should also be your ideal clients. You may have a few who don’t fit
that ideal description and maybe they subscribed because something about your
opt-in offer intrigued them but basically, speak to your ideal clients.
What do they need? What are their pain points right now, this minute? How can you help them? What kind of information can you share that will solve a problem they are having? What products or services can they use in their lives right now? Knowing the general details of your subscribers’ lives and their needs will naturally tell you what kinds of offers - both free and paid - to make.
Don’t Be Afraid to Ask Questions
In this social media age, people are gung ho to offer opinions on absolutely everything, so don’t be afraid to ask open ended questions about what your subscribers need. This is market research and shouldn’t be construed as an invasion of privacy. You want to fill their needs and guessing isn’t a productive way to use your time. Use a tool like SurveyMonkey (free for short questionnaires) or just ask people to Reply to your email with their answers.
Get Used to Planning
is key to developing loyal followers so plan your emails to correspond with
your other content efforts during the month. Decide how often you will email
your list then pick a specific day of the week. Mark it in your calendar so
it’s official (yes, you should consider yourself a client). At the very least,
tie in your weekly blog content with your email theme/offer or get adventurous
and choose a monthly theme. Write it all down so nothing falls through the
Email is just one small part of a comprehensive marketing strategy for your business. If you’d like some more tips for taking your email marketing to the next level, grab a copy of our FREE Blueprint for Success: Email. Get it here.
To your success!
If you are not currently using an email marketing program, I recommend Constant Contact. It's a great tool for small businesses - easy to use, great list management tools, and helpful metrics for tracking your results. Click here to get a free trial.
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Laura Olson-Oxley is an entrepreneur, coach, speaker, marketing and business consultant, and sales professional. She has over 25 years experience working with small businesses in a variety of industries, focusing on strategic business growth through effective marketing and advertising. Also a strategist, numbers nut, project manager, and life-long learner, Laura looks at the big picture to analyze and recommend the most effective tools to take businesses to the Next Level.