In the last blog post, we explored how solopreneurs new to list building could begin to grow their database of subscribers. Of course, this is just the beginning of your email marketing journey because what you then send out to those captured email addresses will determine how your relationship with them develops.
Some people will opt-in to a mailing list and then immediately unsubscribe once they’ve downloaded the freebie… their loss, but other times subscribers can elect to opt-out if they suffer from inbox overload or they’re not feeling your messages are purposeful and directed towards them, specifically.
Here are a few easy to take on board tips to help keep those email subscribers you worked so hard to get in the first place…
Really know your subscribers. Before you even attempt to get anyone to subscribe, ensure that you are attracting the right people to your email list. Having just anyone sign up won’t be helpful in the long run as it’s unlikely they’ll stick around. Make sure the opt-in offer you put out there to attract people to subscribe is directed to your target audience and not just randoms.
Personalise. Once you’ve built a list, it’s important to use your autorepsonder magic to personalise your communication. Including their name in the content is crucial and even personalising the subject line (but not always!) can help your message stand out in a crowded inbox.
Send only relevant, purposeful and helpful content. When creating email content to be sent out in your list, itís important that it is targeted and something aligned to what they’re expecting to receive from you. It’s even wise to ask yourself, before hitting send: “Does this fit my target audience?”
In addition to being relevant, the content you send needs a purpose, though this can be multi-fold. You want to inform, entertain, educate and/or engage. You may not do every single one of these in each email though your goal should be to ensure at least one of these elements is clearly identifiable in whatever you send to your list.
One of the most important things you’ll want to your email content to do is to show your audience you are willing and eager to help them achieve something or solve a problem they’re having. What you then offer them to alleviate their frustrations will be trusted as all of your helpful and engaging email content has already led them to know, like and respect you.
Be careful about sending content too often. You know the marketers who send content three or four times a day? It’s irritating, isn’t it and even if they do offer something good you stop reading. No one wants to be that person. On the other hand though, don’t email too infrequently either. Before your first sign up, try to have enough evergreen content lined up in your autoresponder to email once a week for a couple of months. You’ll appreciate the head start!
Study your metrics. It’s super important that you look at your figures to know what’s working. If you’re not sure who is opening, how many are not opening and what then happens when they click through to follow your call to action, it will be hard to improve your email strategy.
Creating subscriber-friendly content shouldn’t be too daunting if you’ve done the work to really understand your audience and what they want from you. Check out our email-list training, a 24-page workbook, if you’d like more on building and engaging an email list.