You’ve probably heard that email marketing is dead, but that’s a myth. Pew Research indicates that 92% of adults have an email account as compared to only 79% having a social media account. With that information, I would say there’s much to explore in your email list.
I’ve got four great tips for building and providing value to your email list, a.k.a. relationship marketing. Whether you are just getting started, trying to grow, or want to stay better connected with your existing list, these four strategies will help you attract, retain, and convert your potential clients into paying clients.
Getting them on your email list
There are some very strategic ways to get them on your list. Why is it important? Because you only own your email list. Social media could go away tomorrow, but your email list is yours.
It doesn’t matter how much you post on social media. Only about 2% of your followers actually see your posts. But 90% of your emails reach those potential clients on your list. And studies show you’re five times more likely to get a click-through with an email than a Facebook post.
How do you get them to sign up for your list? I have three ways for you to consider.
- Asking. Connect with potential clients to get their opinions by doing market research.
- Lead magnet. Create a valuable ‘freebie’ that gives a quick win and shows off your expertise.
- Webinar. Build a LIVE presentation to give more value and let others see your personality.
You have to create something attractive and of value for those you are looking to serve.
Creating a welcome sequence
Once they have entered your world, it is important to continue to provide value. A sequence of emails (done strategically) can open them up to more of who you are and how you can help them achieve their goals.
It is important to get personal. Make sure to use the {name$} feature in your CRM so that each email makes it seem like you are talking to them specifically. And, write your emails in a conversational style, like you would talk to a friend.
How many emails should be in your Welcome Sequence? Between 2-5.
At the start, you want to give them another quick win to show more of your expertise by helping them with some small ‘insider’ information not everyone knows.
You also want to tell a vulnerable story that will have them saying, “She really gets me.” Talk about the lessons learned as a result. This shows you understand their struggle and can help.
By creating a sequence, you are giving them more information about you, where you come from, what you believe in, and how you have created a path for them to get their problems solved.
Getting these clients into your world also includes having click-throughs to your free communities like a Facebook group, a purchase of a low-cost item like your book, and your paid offers.
By the time they are through these initial emails, they should have a clear picture of who you are, what you stand for, and how you can help them.
Continuing to nurture your email list
Now it’s time to spice up their inbox with value-packed goodies that speak directly to their pain points. You want to show them how you help and support them so you become their go-to source for the solution.
This can be done with 2-4 emails.
You want to give them a reason to eagerly wait for your emails and to hit the CTA (Call to Action) you have included.
In these emails. . .
- Share your expertise,
- give tips & tricks, and
- tell stories (your own and clients’) that resonate with their needs and that help them move forward.
AND, never forget the CTA into your offer. Make it easy for them to say YES.
Providing consistent value
You were created to be someone else’s solution. Give them the gift of you and what you can do for them. Those ‘gifts’ from God are exactly the ways you can show up in your business uniquely and attract your ideal client.
It is important to stay in front of and in conversation with those on your email list. Not everyone will jump into your offer right away. Some are more cautious and want to keep ‘checking you out.’
Staying consistent with emails can mean once a week to once a month. The key is to decide on the frequency and stick to that schedule.
This is where many businesses seem to fall out. Don’t let that be you! Providing value can come in many forms:
- a newsletter where you share client success stories
- a podcast and/or YouTube channel where you share more insights
- a blog where you bring your expertise to light
It can be one type of email to start and then grow into a combination of connections with your email list. The important part is to start and grow a conversation by asking questions they can answer in the comments, eliciting their opinions & thoughts, and showing that you truly value their input.
Remember, building an engaged email list is all about creating connections, providing value, and genuinely enjoying the process!
Marketing like Jesus
Marketing is the art and science of strategic influence. If anyone shows us how to create influence, it is Jesus. How did He do it? Through building relationships.
Your email list is the place to build these relationships so your business grows. In reality, you are ‘selling’ you. It doesn’t matter if you are selling t-shirts, VA services, or coaching. Your clients need to know-like-trust YOU.
When your attitude is serving your clients as you serve God, your genuineness shines through. Your reputation grows as a trusted leader in your industry. One who knows her stuff, displays generosity and is intentional in helping others accomplish their goals.
Email marketing is NOT dead. In fact, it remains one of the most successful and cost-effective ways to reach your clients.
Let me give you one last statistic just in case I haven’t convinced you. eMarketer reports that 81% of professionals say email marketing is the way to acquire new clients, compared to 51% who say the same about social media.
I am not saying you should quit social media posting. I am saying to use it to get people onto your email list. The bottom line. . . you cannot rely on social media for your best ROI (return on investment). The stat above confirms that email marketing is 40 times more effective at converting your potential clients into actual clients.
1 Thessalonians 5:11 says, So encourage each other and build each other up, just as you are already doing.
Are you looking for a place to learn more about how to conduct your business with Biblical principles and create strategic relationships that will grow your business?
I invite you to check out the Calling Clarity Community. This one another community wants to come alongside of you to build relationships, inspire trust, provide education, offer leadership opportunities, and appreciate your contribution.
Want to know more about the community? Click on this recorded webinar and watch when it’s convenient for you.
Let me know in the comments. What is your takeaway about creating, growing, and providing value for your email list?
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