You see them everywhere, on every website you visit and all over your social media feeds. Ads and announcements asking you to join the mailing list. And there’s a reason you see them everywhere. And there’s a reason many reasons you should care. You need to work on building an email list for a variety of reasons – to build relationships, get to know your audience, have an interested and engaged audience and most importantly, to make a profit!
Social media isn’t the answer – it can be part of the approach, but it isn’t enough on its own. Your reach is limited unless you’re paying to promote your content. You’re shouting out to people and hoping that they see your content among all of the other posts and videos in their feeds, even if you promote your content.
On top of that, you don’t own the audience … Facebook, Twitter, Instagram do. If they close up shop, where is your audience? You don’t own their information … but if you had email addresses you’d still be able to market and build a relationship with them.
Owning the contact information and having a direct access into their inbox is much more valuable than having loads followers on social media.
People connect with people, not companies.
Get to know your audience by engaging with them … call out a customer in the email for something they shared on social media relating to your business … let people know you’re listening to them and that you care about their needs as people. One way to do this once you’ve established a decent list is to run a survey (my favorite is TypeForm) – find out what people like specifically about your company, as well as what their interests and goals are beyond your company. Take an interest in the customer.People connect with people, not companies. Click To Tweet
Make it easy to sign up.
Have an email sign up on your website and social media accounts. Promote your mailing list through Facebook Ads to grow your email list. Include your email sign up in the shopping cart process on your website – get people to opt-in to receive regular information from your company.
- Give people an incentive for signing up – a percentage off, a coupon, something that will make their life easier.
- Run a contest.
- Include a link to sign-up for your list in your email signature.
- Make it a call-to-action in your YouTube videos.
- Create a welcome series and autoresponders
Need help coming up with an idea or content for an email opt-in download or a welcome series? Contact me – I’d be happy to help you put the puzzle pieces and ideas together with you!
Communicate regularly with your audience.
To build relationships with your owned list, it’s important to keep in contact. (But don’t overdo it … that’s where the dreaded unsubscribes come from.) Take time to develop content and incentives that matter to your target audience.
Send an email to your list at least once a month. Twice a month is a good option, too. If you’re running a challenge of some sort to grow your list, those messages may be more frequent, but once you’ve got people on your list for the long haul, don’t bombard them with messages multiple times within a short period of time.
Collect user experience data.
You’re never going to turn your list into a profit source if you’re not giving them content and products they want and care about. Use your data … whether you’re using MailChimp, AWeber or ConvertKit … you’ve got some sort of data collection happening.
- Monitor what subject lines get the most opens
- Track what people are clicking on
- Analyze what emails are converting the most – which ones are giving you the most sales or new clients
Segment your lists.
According to Salesforce, more than 75% of email revenue is generated by alternatives to generic one-size-fits-all email campaigns. What this means: tailor your content to your audience. Create multiple lists based on what people have clicked on, what they’ve purchased or what they’ve downloaded. And then send them more content like that which they engaged with. They want to feel like you know them and that you care about what they want.
In short, you need an email list to grow your pool of possible customers. Working to grow your list and then nurture and cultivate the members will result in more sales and stronger brand affinity from your customers.