Using email to build a relationship with your list
We have all heard the importance of building an email list of our own. We’ve been warned of the perils of trusting social media sites, such as Facebook and Twitter, as our only means of building a list of interested parties – especially as they could potentially shut your account down at a moment’s notice and you could lose them all.
Therefore we dutifully set up our autoresponder accounts and create opt-in forms to go on our websites. Some of us may have even created a free download and started collecting email addresses and names. We then can send them a couple of automated ‘Here’s your free download’ and ‘Click here to confirm your wish to go on my list’ emails… but then we get stuck. What do we actually have to DO to build and grow a relationship with our lists?
How do emails build a relationship with your list?
Email marketing is a successful strategy because it isn’t intrusive or pushy (unless you design it to be – which ISN’T a good idea!). Those people on your list have shown they’re interested in you and your products/services, plus they’ve given you permission to contact them – making it super easy to build a relationship with them.
By sending regular emails you’re keeping your name on their radar. You’re building on the ‘know, like and trust’ factors that need to be established, before someone will buy from you. You’re also illustrating your knowledge and expertise, as well as the fact you’re NOT just interested in those who have already bought from you or those who are ready to buy – but ALL of your contacts.
Keep it simple
You don’t have to send huge essay-like emails – just keep it simple. You also don’t have to send masses of emails either. A simple strategy could involve initially sending out 2-3 emails a week, for the first 2 weeks, then minimise it to 1-2 for the next three weeks. You then follow this by sending 1 every 10 – 14 days, for 6 weeks, then once a month, as an ongoing minimum. This strategy only equates to 25 emails over an entire year!
What to send
Again, this is something that can be quite simple. Here are a few ideas to get you started:
- If you’ve sent out a free download, use the first few emails to expand and clarify on certain parts of the content in that download.
- Invite them to ask you their biggest question, simply by hitting the ‘reply’ button.
- Ask them what content they’d like to receive from you – what they’d like more of.
- Send out a quick survey or questionnaire getting their thoughts and opinions on something.
- Send out additional, unadvertised bonuses and extras.
- Give them a free video/audio recording.
- Share an additional, helpful resource of website you’ve found, that can help them in some way.
- Send out a roundup of what you’ve been doing or have been working on.
- Ask for beta testers and/or reviewers.
- Ask their opinions on course content, cover image etc.
When to sell
The main purpose of these emails is to build a relationship based on trust. You can still sell, but look to make your more salesy emails the minority – so 1 in every 4 or 5 emails only.
Building a relationship with your email list doesn’t have to be hard work or full of pushy sales emails – just look to share interesting, relevant and great content with them!
How do you feel about building a relationship with your list by email? Is it something you currently have in place or are you looking to implement it now? What were your main takeaway points from today’s blog? Why not share your thoughts in the comments box below.
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