Everyone (including me) says you need to build an email list. And for good reason! Email has the highest ROI for most businesses at $40 profit for every $1 spent.
In this article, I’m going to assume you already have an email list of customers. It doesn’t have to be huge list - but it does need to be a list of people that you acquired organically and not one that you bought.
I’ll show you how to send emails they will actually enjoy getting from you. Emails they will interact with. And emails that will help you establish a relationship with them that will keep them coming back from more. So let’s dive in!
Special & Exclusive
Everybody likes to feel special, and your subscribers/customers are no different. If you can give them something unique, just from you, that they will really appreciate, they will like you, be more loyal to you, and be willing to return the favor - possibly in the form of a share, referral, or some other small token you can ask them for in return.)
So what can you give them? Here’s some examples:
- A live event that only your subscribers are invited to.
- Early access to software, services, or products before they hit the general public. (Bonus: you can also get feedback from this first group of people)
- Discounts on your products or services (Michael’s does this A LOT)
- Secret products (like limited one-on-one consulting)
- A sneak peak at original research
- Free Samples
People can get easily fatigued by your emails if everything you’re sending is specials, deals, and exclusive offers. Highlight Emails give you a chance to send something different, informative, and helpful to your audience.
If you have a blog that publish regularly to, then you can send an email that contains the most recent articles on your site. If you have informative pieces of content like FAQs, you could look at the most visited questions and send a couple of those.
Basically, in short, you’re sending an email that highlights content you already have on your site and draws more attention to it.
Avoid the Curse of Knowledge
As someone that really knows your own industry, it can be hard to put yourself in your customer’s shoes. You know verbiage they don’t. You know what actions they should take for the best possible outcome. You’ve been there, done that, and have advice you know they should follow. But they just don’t get it.
This is especially difficult if you’ve been writing articles for your blog for a while. Over time, you assume your readers are going on a journey with you and have learned more and become more educated along the way.
This couldn’t be further from the truth though.
Your average new subscriber on the day you wrote your 100th article is the same level of informed as your new subscriber was after the 1st article.
So you need to assume they don’t speak the language you do and include basic information in your article as you write it. And keep this in mind in your email too. Use verbiage they can understand and take the time to explain the basics.
Cross-Sells & Upsells
I costs more to acquire to a new customer than it does to sell to an existing one. You can email them opportunities to purchase a similar product/service to one they recently bought from you (a cross sell) or buy a higher end version (an upsell).
The Dollar Shave Club is really good at this. It’s a subscription service where you get razors and other accessories delivered on a schedule. Before the box ships, they send you an email with recommended items that you can add to your next box.
You can also use receipt emails as an opportunity to do this. You’re already emailing them a confirmation of their purchase with you, and these transactional emails are already more likely to be opened since they are expecting it. So simply tack on 1 or 2 additional products or service they should consider purchasing.
Emails still not working for you?
If you are sending emails to subscribers already and you aren’t sure if they are working to grow your business or not, then leave me a comment and we can talk about some ways to find out if they are working for you.