One of the cornerstones of building a business online is email marketing. I spend a lot of time building up my email list with freebies, webinars, optins, challenges and more…but how often should you be emailing those people?
Firstly – why did someone sign up for your email list?
Hopefully its because you are delivering content and value online, and they wanted to know more about what you are writing/talking about. As they get to know you more, they may come across a freebie you are offering in exchange for their email address.
So our first hurdle is – how do you create something to entice your ideal customer to sign up for your email?
If your freebie eventually connects to your product or services, then you will be attracting the right people to join your list.
Example – exercise-based weightloss vs. diet-based weightloss
Jo is a health and fitness personal trainer,focusing on daily exercise to help you get fit
Jo’s offer is a cheat sheet guide to ten exercises to do when you are at work
If Jo was offering a top ten foods to eat to lose weight, and you signed up for her emails, then she only ever sent you emails about exercise, you’d soon move onto someone who was more diet-based.
Who do you want to help?
If you can identify your target audience you are ten steps ahead. When you know who you are helping, you can identify their pains and struggles. How can you use your knowledge to help them? This is what you write to them about.
I created a worksheet to help you figure this stuff out here
What do you start with?
When someone signs up to your list as a result of your freebie, the first email they should get will be a very brief intro do you and your business along with your freebie. Don’t go too much into what you do – this is about helping THEM, not telling them your life story.
I always ask my signups to hit reply and tell me what they are struggling with. I get so many replies and this is one of my favourite things about my business being online. Connecting with someone and being able to help them straight away with an answer to one of their burning issues – gives you a great feeling!
How often is too often?
How often do you want to contact your list? How often is too often? IF you only write out to your email list once a month, will they remember you?
The answer to this question differs for everyone. If you are delivering value to your readers, they will be happy to hear from you more often.
I aim to write to my list once a week.
I will be honest, I have not been as strategic in my email marketing as I’d like to be. I plan to move forward delivering value and tips on online marketing in my emails. Previously I would share a story about my business, wins and losses, and then maybe my latest blog post or podcast episode. But now I am planning to deliver NEW value that only my email list will receive. Whether that comes in the form of a video or new training, remains to be seen. A good mix is what I am aiming for.
The key to email marketing, as with everything else I teach, is consistency! If you created an email list two years ago, and have only sporadically sent a newsletter e.g. at Christmas, Easter and when you have a sale on… its time to change it up.
So what do you write about?
This is actually easier to plan than you might think. Here are my top tips:
- Go and find out where your ideal audience avatar would hang out online. What facebook groups, twitter chats etc are they participating in? See what the common questions are – that is how I researched this blog post!
- Ask your list! What are they struggling with? If ten people reply with a common list of questions this are the topics you can focus on for the next few months.
- Tell them about your business and how you can help them
- A blog post lead-in – if you have written an epic blog post that will help your audience, let them know what you have written about and invite them to check it out
- Myths about your industry – how to ‘beat the Facebook algorithm’
- Top tools to use in your niche e.g. I could write about Asana, Convertkit, Facebook scheduler
Things to avoid (according to my FB research!)
- pointless filler emails – don’t write an email once a week if you have nothing to say- if you send value-less emails because you want to stick to a schedule, your list will either unsubscribe or stop opening your emails
- long detailed emails – people like short and snappy
- sell sell sell – there are times, when you are running a funnel to a launch of a new product where yes, you are focused on selling- but if you can make your emails during the rest of the year about adding value, there’s room for both!
Things to write about:
- News and events
- Developments in your area of business e.g. if you are an email marketing specialist, right now you will be writing about GDPR (spring 2018)
- Tips and tricks
- Topics that add value – quick wins for your audience
- Share your knowledge, expertise and help your readers
The reason you are writing to your email list is because you want to grow your know, like and trust factor – [clickToTweet tweet=”you are trying to create a connection between you and your audience so that when it comes to solving their particular problem, they know that you are the person or business most likely to be able to help them.” quote=”you are trying to create a connection between you and your audience so that when it comes to solving their particular problem, they know that you are the person or business most likely to be able to help them.” theme=”style3″]
To start you off,I have created a freebie worksheet to help you figure out who you are emailingandwhatyou are going to be emailing them about. I’d love to see what you create so do get in touch and let me know.