The most common question I have been sent lately about this series has been
I know I need a list but what do I send? What should I write about? How can I get people to buy?
An email list is just a delivery mechanism. What you send to people is up to you. That is both a liberating and scary thing, because it is a blank canvas, but a very public one.
Put yourself in the role of the subscriber. What do they expect from you? Why did they enter their email address? When you put your subscription form up there you are making a promise, so deliver on that promise!
Above all else you should provide useful, valuable content. It stands to reason that if people are not gaining by being on your list then they will leave it.
Should it be unique and different to your blog content? In my case subscribers get the same content as my feed readers, but with additional downloads or emails that don’t appear anywhere else.
There is no rule that you have to follow that route necessarily, you could use your blog content but packaged differently. For example you can do a weekly roundup, or highlight the best articles from the week.
Random alerts are another solution. Michael is sending very short emails about links he has discovered.
Another popular choice is the email course or sequence, where you sign up and get several pre-written emails in a row about a certain topic, delivered by your auto responder software. Sonia has a 10 part marketing course, but you could write one on anything, how about “Ten Tasty Tips About Broccoli“?
Sell Stuff With Email
The key to selling stuff with your email list is to make what you offer also content.
Take the role of an editor, or connoisseur, you are providing your list subscribers the choicest, best, ideal selections. Even better, make the email worthwhile even should someone not buy, so everyone gains. You can introduce products as part of a tip, solution or piece of advice, or as further reading.
In general you want to be following the 80-20% rule, where 4 out of 5 emails should be pure content, and only one promotional. You can still often get away with a “footer” that links to your products and services though.
The golden rule of email marketing is to TEST – watch the reaction to everything you do:
- List building efforts
- Subject lines
- Click throughs
- Unsubscribe reasons
- … everything else!
Your subscribers will tell you what you get right and wrong, listen to them!
That’s the end of this series but look out for more email marketing tips right here in future.
Got any questions about email marketing? Let me know in the comments and I will do my best to answer 🙂
Table of contents for Email Marketing Tips
- Email Marketing Tips: What is Email Marketing?
- Email Marketing Tips: List Building
- Email Marketing Tips: Getting More Email Subscribers
- Email Marketing Tips: Email Tracking
- Email Marketing Tips: Email Testing
- Email Marketing Tips: Introduction to Email Copywriting
- Email Marketing Tips: Writing Effective Email Subject Lines
- Email Marketing Tips: What to Write About