In short, are you doing your e-mail marketing?
(If you have no list yet and aren’t sure how to build one, read Website Must-Haves )
Since starting my online biz in 2008, I’ve always heard, “the gold is in the list.” And I agree. Your list of subscribers IS the gold and should be treated as such. That means, communicate frequently, but make sure you DO have something to say!
Here’s some well-meaning tips you might take to heart:
- Do NOT blast them with offers in every e-mail. That only leads to quick unsubscribes!
- If they send YOU a response, always answer back. After all, you are there to help.
- Stay on topic. If they signed up biz tips, that new make-up find won’t be interesting.
- Every day is too much. You have to keep the conversation going, but an e-mail a day is overkill.
Here’s the deal . . .
People are bombarded every day with e-mail marketing and most fall into the “useless” category. People expect your e-mails to fall into the “useful” category when they sign up for your list. And, because more and more folks are resistant to sign up for ANY list, you should be honored and treat them well. Being annoying isn’t allowed!
So. How to be an e-mail marketer and still be relevant?
To keep your e-mails off the unsubscribe chopping block, here’s the secret. Give. Then give some more. Whether you are sharing helpful tips, cutting-edge info, or a new product, it simply must be info they want, delivered in a non-intrusive way. Simply put, the ratio of giving needs to far outweigh the promotions!
Of course, there’s also the flip side . . .
Recently, I was talking to a marketing guru and she said some of her students NEVER followed up after someone opted onto their list. Never sent a subsequent e-mail. Never sent a subsequent offer. Nothing. No contact. At. All.
All the social media, blogging, tweaking of your website, etc. doesn’t add up to a hill of beans if you don’t communicate privately with your list. Those are your prospects. Your peeps. They are the people who need your help. The ones you solve problems for. Your list is your future income. Period.
I guess we could also say, the gold is in the follow-up!
Convincing folks they need to receive e-mails, newsletters, and updates from you is just the first phase of e-mail marketing. The money is in the follow-up! You have to continue communication and have relevant offers that they need and want in order to sustain what you are trying to accomplish: A profitable business!
Marketing is relational.
At least in my book. And, there’s no better place to have a private conversation than through an e-mail.
Don’t listen to the naysayers who say e-mail marketing is dead. Yes, it may be a little more difficult than in years past, but it’s not time for that funeral yet.
Continue to build your list and remember where the real gold is!