How To Nurture An Email List Of Loyal Fans
Email marketing is like dating.
Let’s say you decide to go out for a drink with someone, you feel a heart-felt connection with them but then they ghost you. You’d be pretty disappointed right? But then you receive a message from them weeks later asking for another date. Err no.
Being ghosted by someone who you thought was pretty cool to start with is the WORST feeling in the world. You’re not sure what you said or did to make that person avoid you and the trust has gone.
You’ve already concluded that they’re avoidant, emotionally unavailable and unreliable. All the things that you don’t want in a partner right?
This is how you’re showing up with your audience. Ouch!
Let’s say you send a welcome email to your email list and then they don’t hear from you for weeks. (Awkward!)
When you’re ready to launch an online course, all of a sudden you’re randomly pitching your product without preparing your audience.
In this situation, you’re just like the guy who ghosted you. Instead of staying in touch and allowing people to get to know you you’re going radio silent on them. You haven’t built a relationship or enough trust to pitch your products. Are ya with me? Good.
That’s why it’s so important to nurture your email list, so that people know, like and trust you before they buy from you.
In today’s post, we’ll break down 5 actionable steps you can take to nurture your email list.
1 Send A ‘What This Says About You’ (WTSAY) Email
Let me guess.
You have a welcome email that goes something like this….
“You just signed up to my freebie, click here to download it, thanks!”
What do you think that says about you?
1. Well…you don’t really know what to say
2. You’re treating each subscriber like a transaction or number on your list
3. And you’re timid
In short, because you sent a transactional email you sent, your subscribers struggle to see you as a credible and trusted source. Soooo, they’re probably not going to pay much attention to you and they’ll probably look elsewhere to solve their problem. Can you see what I’m saying?
Instead of having a transactional welcome email, you want to craft a What This Says About You email. This beats a welcome email by a mile because it shows your email subscribers that you understand why they signed up to your email list.
Sounds great Vic, but how do I do this?
Instead of confirming their subscription, you need to confirm their motivation for signing up.
Let’s say, someone signs up to your list to learn Pinterest marketing strategies to grow their blog traffic.
In this case, their symptoms might be:
- They’re tired of doing all the things on social media to get traffic to their site (and they’re seeing little traction)
- They’re committed to exploding their visibility and raising their brand awareness
- They want a business that grows with ease and on auto pilot
Can you picture that? Great.
So, the purpose of the WTSAY email is to connect with your email subscribers in a DEEPER way. You do this by reflecting back to them their motivations, frustrations reasons that made them sign up to your email list in the first place.
If you do this, they’ll look up to you as a online leader in your niche. BOOM.
2 Invite Them To Answer Or Take Action
When you’re planning your emails, it’s a good idea to have a clear idea of the purpose of each email. It might be to fill in a survey, click on a link, vote in a poll or reply and tell you something.
Whatever it is, make it crystal clear and have no more than two call to actions in each email.
Oh!! And don’t forger about the skimmers. Some people, don’t read the entire email and they’ll just skip to the bottom of the email. Leverage this and include a Post Script (P.S) inviting them to take a specific action.
3 Stay Consistent
One of the biggest predictor of all relationships is trust. Think about it, if you barely heard from your boyfriend, you’d start to think he was unreliable and you wouldn’t feel safe in the relationship. Am I right?
If you want to build a genuine and long-lasting relationship with your email subscribers you have to be in it for the long game. In our culture we expect instant gratification waaaay too much. But when it comes to marketing, we have to be in it for the long haul. So, deliver emails on a consistent basis, so that people trust you and see you as a reliable leader.
An email every day is probably going to be too much of a headache and if it’s anything less than once a week, people are going to forget about you. So one email a week is the perfect sweet spot!
However, if you’re just starting out and think that’s too much of a stretch, start by sending one email every two weeks. Once you’ve cultivated that habit and got into a rhythm, step it up to one email a week.
4 Make A Plan
If you’re the queen of procrastination then email marketing is probably going to fall to the bottom of your to do list. So, to make sure that you’re on top of your emails, I recommend planning your emails in advance.
And this doesn’t need to be boring. You can make this a fun process, so that you look forward to writing your email newsletters. In fact, I nerd out on this a little too much with Trello because of the prettyful backgrounds and labels. 🤓
You want to plan your email marketing as far in advance as you can, so that it gives you space to focus on other things in your business. If you can, plan your emails 3 months in advance so you know what you’re doing each quarter of the year. But, if that sounds like too much, start off by planning 4 emails at the start of each month.
5 Focus On Know, Like And Trust
If you think that your emails need to be 100% teaching then think again.
If you signed up to to learn about a particular topic, you wouldn’t want to read an in-depth blog post or tutorial every day. Right? You’d feel a bit overwhelmed by all the content!
So, instead of overwhelming your audience with content all the time break it up a little. Take the pressure off and practice entertaining your audience.
Sprinkle in more short stories, entertain your audience and allow them to get to know you more. Perhaps for every “how-to” email you write, you can write 2 know, like and trust emails. These might be sharing life lessons, breaking myths in your industry or sharing your favourite tools.