Smart business owners understand that email marketing success stems from relationships with the subscribers on their email list.
Unfortunately many businesses do not send out emails to their list on a regular basis.
People buy from people they know, like, and trust. If you are in business, it means that you have a product or service you want someone to purchase. It follows that to get people to buy, it’s important to develop a relationship with them.
If you did your research you may already be hanging out online where your clients are. Inasmuch as businesses can no longer afford to ignore social media, sending messages to your clients on social media or in forums does not have the same personal feel as when someone opens your email and sees, Hello Your Name.
In addition, not everyone who is connected to you sees your status updates. Facebook, for example, decides whose News Feed they will show your updates to. You have no control over those parameters. Your clients too have options on how to set their privacy settings, and may choose to only see updates from segments of their connections.
While it’s true that your subscribers can choose not to open your emails, if they have a relationship with you and your subject line is appealing, there is a lot more likelihood that your email will be opened.
“I don’t know what to write”
Several years ago, after I started building an email list, this was my biggest challenge. What do I write to stay in contact with my subscribers on a regular basis? That is a concern voiced by one of my subscribers recently. She already has her autoresponder and is slowly building her list, but is unsure about what to write to her subscribers.
The first rule of thumb is even if you’re writing to 5,000, write as if you were writing to just one person. And write in a friendly, conversational tone.
Guidelines for email marketing success
The following are some basic outlines for follow-up mails. I recommend that when you set up your list and you’ve determined the purpose for the list, you write your first seven emails, which you schedule to go out at various intervals. Different autoresponders services refer to these by different names. Aweber, which is the service I’ve been using since 2009 calls it a Legacy Follow-Up Series.
#1 – Introductory email: Send immediately. Thank your subscriber for requesting your valuable free gift. Tell her how often she will hear from you and what you will share. Some persons create a separate download page, while others deliver the gift through a link in the first email. You can do either or both.
#2 – Deliver customer care: A day or two later ask if she had any issues downloading the product? Does she have any questions? Highlight a couple of points or pages from the information that you believe she may be especially interested in. This is great for scanners who do just that. They scan information.
#3 – Scheduled to go out on the 5th day after your subscriber has confirmed their request. It can include an offer for free content, extra articles or another report. Information in another format is recommended.
#4 – Scheduled to go out on the eight day of the sequence, promotional based, advertising a related product. This could be your own product or an affiliate product.
#5 – Scheduled to go out on the tenth day, and so on.
After email #5, I change my frequency to two times per week. Other marketers choose to send am email every day while others send an email once per week on the same day.
It’s important to test the waters and know what your particular niche likes. For example, I have an active Diabetes Facebook Page and a Diabetes blog. Most of the subscribers to my free report are not internet marketers. When I set up my email frequency as I would for online marketing, several persons unsubscribed and told me that they were receiving too many emails, they wanted just one email per week. They want time to read and absorb the information in each email. I listened and rarely have unsubscribes.
Keep in mind that every email should have a call to action. If you’re blogging at least once each week, send a link to your subscribers and invite them to go over to your website to read and comment on your blog post.
As well as offering advice, provide additional resources for other products that your subscribers may find useful. When you do this consistently you will find that you start to receive replies to your emails and that people offer testimonials and reviews. When this happens it is a sign that you are on the right road when it comes to relationship marketing and email marketing success.
Finally, people love to hear and read stories, if you’re not a natural story-teller, you may need to develop that skill. In addition, with an understanding of your subscribers, share something personal from time to time. Your goal is to build a relationship with each of your subscribers and for them to connect with you on an emotional level.
Please leave your questions and comments below.