Email marketing is a core facet of online marketing. No matter how a customer or potential customer landed on your email list, it is important to use the opportunity to build a deeper relationship while avoiding falling into the “annoying” or “spam” categories.
If you want to retain email followers and turn them into customers, follow these basic guidelines to ensure they remain a happy subscriber for years to come.
Don’t Start with a Hard Sell
People sign up for your email list for a variety of reasons. The most popular methods to build lists today revolve around giveaways and freebies. If someone signs up for your list to get a free eBook, the first thing you do shouldn’t be asking for money.
It is okay to sell to your email list. In fact, that is the biggest reason to have an email list for most brands, but it takes time to build the trust for someone to want to spend money on your product or service. Instead of starting with a sale, start by thanking them for being a part of your list and giving them the free giveaway they asked for.
Focus on Being Helpful
If you are helpful, users will start to trust and enjoy hearing from you. Always try to be as helpful as possible each time you send a message to a subscriber. Either include something useful for your target audience in the email text or point readers to another resource on the web, maybe something new on your blog, that will help them succeed.
If you help your subscribers regularly, they are sure to come back for more. The more helpful you are, the more loyal they will be. If you really change the game for someone, they might even become an online evangelist helping spread the word about your business.
Mix Up Your Emails to Stay Interesting
If you use the same template again and again and again and again and again and again and again, you will see more and more readers clicking the unsubscribe link at the bottom of your emails. Don’t be repetitive and boring, be useful and fun.
In my email series for new subscribers at Personal Profitability, I have some short emails and some long emails. Some focus on a specific tool that can help people save time and money, while others focus on “homework” readers can participate in to level up their finances. By mixing things up and keeping it interesting, I have seen my email open rates increase and my list size grow.
Be Genuine and Honest
My email subscribers trust me because I am honest, transparent, and genuine. In fact, I go so far as to publish how much money I earn each month on my website. While that may seem crazy in a world where money talk is still a faux pas, by sharing my successes and failures, I am showing readers my true colors, further building trust.
Sharing my online income reports each month also gives subscribers a reason to come back to my site each month. I give a unique, personal update via email and share the details on the blog.
Make Your Emails Something People Look Forward To
I have unsubscribed from hundreds of newsletters, but there are a few that I have stuck with over time. One example is Pat Flynn’s Smart Passive Income email list. Pat is an online entrepreneurship rock star, and his emails and blog posts give amazing, free information that helps me and thousands of others improve their online business.
I always look forward to Pat’s emails because he is genuine, friendly, and incredibly helpful. His free guides are packed with actionable steps and tips that anyone with a business can use to improve online performance. While I know an email from Pat will likely lead to me doing more work, I look forward to it because his advice almost always comes with a great payoff.
Be Clear About Your Goals
Passive aggressiveness is horribly annoying in real life, subtle hints online are not even tolerable to most people. When you are trying to be helpful, be clear that your goal with that email is being helpful. If you are trying to get affiliate signups, be clear and present your readers with one thing to do in that email, signing up for the affiliate.
When it comes to product sales, you shouldn’t sell with every single email, but it is okay to make a direct sale every once in a while. In my old website development business, emails one to four were solely designed to be helpful. Number five was a soft sell. Six through eight were also freebies packed with useful information. The final email in the signup series, email nine, was a hard sell. In the selling emails, I made it very clear that my goals were to sell a service.
Put Yourself in the Subscriber’s Position
How do you feel when you signup for email lists? Why do you choose to signup and what keeps you on the list with so many demands for your attention? Learn from your favorite email lists and mimic, without directly copying, what your favorite email lists provide.
If you can synthesize what you enjoy and put your own original twist on it, you are sure to retain subscribers for the long-term. And long-term subscribers are the most likely to become fans and customers. If you can avoid being annoying and always focus on providing great value, you will be on track for great success with your list.