So you know you need an email list. You've got one set up and ready to go. You've even got some subscribers! But the HUGE problem most people face?
What do you actually send them? You want to provide value, you want to make sales- but you don't want to spam people or be a pest.
Before we kick into this I want to share a mindset tip that's helped me overcome some of my own blogging and email roadblocks.
One thing I've learned over the years in business is not to let my past failings determine my future.
If you've found blogging and emailing consistently a challenge in the past, acknowledge that as part of your history, forgive yourself for it (it's all a part of the journey) and learn from it.
Making time to read about this today is your fresh start, a chance to start doing things differently and create the business that you will love.
So, let's get started!
Step 1. Start from the heart
Your readers have signed up to your list because they like you. They've seen something you've put out there in the world, and they want to know more about you. So don't be scared to give them that.
You don't have to be vanilla online or in emails! In fact, the best way to grow is NOT to be vanilla, but to stand out somehow. Show your chocolate cookie goodness or your pineapple sass and give your readers some personality.
They will feel more connected to you if they know, like and trust you as a person. You could do this by:
➡️ including a personal image of you in every email
➡️ writing in a casual tone as if you're penning your email to a friend
➡️ reintroducing yourself in an engaging message to your tribe
You'll find writing from the heart, in a style that is ALL you, helps you stand out from the crowd, helps you write faster and resonates more with your community. So, start from the heart!
2. What's in it for me?
The number one thing your readers are looking for are solutions to their problem.
It’s ultimately why they’ve joined your list in the first place. Your opt-in solved a problem they were having and now they’re counting on you to continue to provide the solutions they need.
You can help them by sending:
➡️ Straight Information/ How To Posts
Similar to a blog post or article, these emails answer a question (much like this blog does) your readers have and gives them the info they need to move to the next step.
You could start by brainstorming 5 of the biggest problems that your audience commonly faces and sharing your best tips with your readers.
Don’t ask for anything in return; just send them the info they need. By offering these information only emails, you’ll show your list members that you’re not just another marketer trying to sell them something.
Instead, you’ll be seen as a valuable source of information (and your open rates will improve, too). You don't need to sell every single time- this is about building a relationship with your people and showing them that you care.
➡️ Before and After Posts/ Inspiration
This is a great one for any type of business- case studies of success stories from your customers, what life was like before they used your product and how your product has helped them reach or get closer to their goals.
If you're a product seller, before and after photos are a great visual tool that can really quickly give people an idea of how your product can transform.
Of course, that doesn’t mean you can’t ever sell anything to your list. In fact, since your readers have trusted you to provide them with the very best information available in your niche, it’s important that you DO create and send them offers.
They need your expertise and have told you they want more from you by signing up to your list. So from time to time be sure to include these offers in your mailings.
Remember that you will successfully sell more if your offer presents urgency. Limited only number available, only available for a limited time frame, limited time discount, bonuses etc all help to get your readers off the fence and taking action.
3. Create warm fuzzies
How you make people feel should never be overlooked. As the creator of an email list, you're building a community of people who share common goals, fears and emotions.
Sometimes, the simplest way to help them is just to make their day better. Think about how your could make your list a special and fun 'space' to be a part of. You could do this by:
➡️ sending the occasional fun .gif to cheer up your audience
➡️ sending a message of unity and encouragement
➡️ connecting people with each other by holding a fun free event online
or sending them a freebie that they'll love.
Ultimately remember that the person at the end of your email is not a number on your list. They are a person. They have a life, they have challenges and they have problems they are trying to solve.
If you always ask yourself before hitting send- is this going to help make their life easier or their day better?- and the answer is yes, then you won't go wrong.
4. Take shortcuts
You don't have to send a long form email that takes three hours to write and cleverly integrates your brand message, engaging content and a sale all in one go.
Thank goodness! Because if you did you'd likely never press go!
Give yourself permission to lean on your blog, your videos, your other platforms and simply point people in that direction using engaging images or short snippets of copy in your email.
Remember, everyone's busy so if you're audience knows you're straight to the point and don't waste their time, they might just check in with what you want to say.
5. Know your community
One of the biggest and most forgotten about factors here! Check your stats ladies!
No matter how many engaging 'how to' emails I send, I KNOW that when I send an email about a new way to promote your business to our community- it get's opened.
My audience wants many things but one of the biggest pain points is needing more sales. So when I offer a solution to that- people click.
Closely measuring your open rates will help you understand your audience better and what those big, action taking pain points might be. So don't forget to analyse before you create!!
Let go of fear
Finally, as we all know, perfection doesn't exist. You're a solopreneur not Apple or Nike. Sometimes, even the big brands get things wrong. So you know, just be you, do you.
Show up as your authentic self, let go of fear- don't worry about that ONE person who might not like what you have to say.
Instead, focus on the one whose heart is going to be happier from reading your email. THAT is the person who wants more of the authentic YOU that truly shines, THAT is your customer and that is the one who matters.
So go on, they're waiting for you- get that email out there!