Email Marketing: Always Be in Touch with Your Customers

Email is one of the most powerful tools at our disposal for reaching and engaging with our audience. Despite the rise of social media and other communication platforms, email remains a constant, reliable method to connect with our customers. I've always had a soft spot for email, just like I love snail mail. There's something about receiving a message directly addressed to you that feels personal and meaningful. Today, I want to dive into why email marketing is so essential and share some insights and strategies to make the most of it.

Want to listen to this topic instead of reading it?

“Why you need an email list” on Apple Podcasts

“Importance of Building a Small Business Email List” on YouTube

The Reliability of Email

One of the primary reasons I advocate for email marketing is its reliability. Social media platforms can be unpredictable. If your favorite social media platform goes down, you're cut off from your audience. I've experienced this firsthand at several companies where we suddenly lost access to our Facebook or Instagram accounts. Our community on those platforms was strong, but we couldn't reach them when we needed to most. With an email list, you always have direct access to your customers because you own that list. Social media platforms are borrowed spaces; your email list is your own.

Building a Targeted Audience

An email list isn't just a random collection of contacts; it's a group of people who have shown interest in what you offer. These are your ideal clients, the ones who have opted in because they want to hear from you. It's like performing at a sold-out show where everyone in the audience has paid to see you. This targeted audience is far more valuable than the broader, less engaged audiences you often find on social media.

Creating a Community

When we think of building a community, we often imagine an online group or forum. But an email list can be just as effective in creating a sense of community. Through your email list, you can nurture your subscribers with valuable content and encourage them to engage. I always encourage my subscribers to hit reply and share their thoughts. This two-way communication helps build a stronger connection and makes the email experience feel more interactive and personal.

Getting People on Your List

So, how do you grow your email list? It starts with offering something valuable, known as a lead magnet. This could be a free PDF with tips, a video tutorial, a quiz, or any other piece of content that provides value to your audience.

Once you have your lead magnet, you need to promote it effectively. Here are some strategies that have worked for my clients and me:

- LinkedIn Posts: Add a simple call-to-action (CTA) at the end of your LinkedIn posts, inviting people to subscribe to your email list.

- LinkTrees: Use a link tree in your Instagram or Facebook bio to direct people to your email sign-up page.

- Pop-Ups: Utilize pop-ups on your website, but make sure they're not intrusive. You can set them to appear after a user has been on the page for a certain amount of time or scrolled a certain percentage of the page.

Lead Magnets and Experimentation

Creating a lead magnet is not a one-time task. It's a continuous process of testing and improving. If your first lead magnet doesn't perform as expected, don't get discouraged. View it as data that you can use to refine your approach. Amy Porterfield, a well-known expert in this field, says it's just data. It's not a reflection of your worth or intelligence. This mindset allows you to adjust and improve your strategies based on real feedback.

Writing Effective Emails

Once you have subscribers, it's crucial to nurture them with a well-planned email sequence. Start with a welcome email that thanks them for subscribing and sets expectations for future emails. Follow this with a series of emails that introduce yourself, your business, and how you can help them. Here's a basic outline for your welcome sequence:

1. Welcome Email: Thank them for joining and provide the promised lead magnet. Set expectations for future emails.

2. Introduction Email: Share who you are and what you do.

3. Offer Email: Introduce a special offer or a valuable piece of content.

4. Service Highlight Email: Discuss a specific service you offer and how it benefits your audience.

5. Testimonial Email: Share success stories or testimonials from satisfied clients.

6. Final Call-to-Action Email: Encourage them to take the next step, whether it's scheduling a call, making a purchase, or another action.

Keeping It Simple

One of the best pieces of advice I've received is to keep your emails simple. Each email should focus on one idea and include one clear CTA. Overloading your emails with too many links or topics can confuse your audience and reduce engagement. Keep your emails concise and to the point, making it easy for your subscribers to understand and act on your message.

Dealing with Unsubscribes

It's easy to take it personally when someone unsubscribes from your list, especially if it's someone you know. However, it's essential to remember that unsubscribes are just data. They help you refine your audience and ensure that you're only communicating with people genuinely interested in your content. Don't let unsubscribes discourage you. Instead, view them as an opportunity to focus on the subscribers who truly want to hear from you.

Email marketing remains one of the most effective ways to reach and engage with your audience. It's reliable, personal, and allows you to build a targeted community of engaged subscribers. By offering valuable lead magnets, crafting effective email sequences, and continuously refining your approach, you can make the most of your email marketing efforts. Remember, it's all about experimentation and learning from the data you collect. Embrace the process, and don't be afraid to make mistakes — remember that it’s all a part of the process.

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