“Quality over quantity – Emails may be cost-efficient but it’s no excuse to not produce quality content to give to a targeted audience.” – Benjamin Murray
How often are you mailing your list? Whether your email list is for a business or a church membership,a question that is often asked is, “How often should I be contacting them?”
Should you sit down once a month to create a newsletter for your existing subscribers? Or should you wait until you reach a certain number of subscribers before you even start to mail? I think waiting would probably be a mistake.
Mailing lists only work when you regularly use them to get in touch with your subscribers. If you wait too long, they’ll forget about you. When you’re no longer relevant or important to them, they’ll unsubscribe, or worse, mark your emails as spam. Yes, even if it is something they opted in to receive. People forget. It’s your job to stay on top of their mind. And you do that by emailing them regularly.
Mailing once a week is a good start for most people. If you’re not crafting email messages for your readers regularly right now, start there. Send out a message and let your readers know what to expect. Good mailing lists are all about setting and meeting expectations. Tell them that you’re excited to kick things off and that you’ll have something fun and valuable stuff to share with them each week.
A good rule of thumb that works for a lot of people is to contact your subscribers once every 2-5 days. That’s often enough that they’ll remember who you are but not so often that they’re going to feel like they are being bombarded with messages. Feel free to play around with this number and see what works best for you and your subscribers.
Some people e-mail their list every day. While it may seem like contacting subscribers every day is way too often, there are certainly times when it works. I am on a list right now where every day, I receive an e-mail, sometimes 2 or 3 from the same person, but it doesn’t bother me. I want to know what she has to say. So I skim through them, click on the items I want to know more about, and then hit delete. Which brings me to another point. Make sure your readers can easily scroll to the bottom of your e-mail and unsubscribe if they choose to.
Be consistent in sending out e-mails. Meeting expectations builds trust. Not only are your subscribers more likely to stick around, open, and read your emails, but they’ll also trust you when you make an offer or a recommendation. That means you’ll start to see more clicks and sales on your affiliate links and of course higher conversions on your own product offers. Build that relationship with your target audience and move people from prospect to customer, and eventually to raving fan by staying in touch regularly via email.
And here’s a little bonus tip. Ask your readers to share you with others. Every so often invite them to share your opt-in page or even ask them to forward one of your emails to people they know who may be interested in the topic. Keep it light and casual and don’t overdo it. You’ll be surprised how quickly your subscriber list will grow when you enlist the help of current readers.
To get started, commit to an email schedule. Start weekly and stick to it for a couple of months. Use the email schedule features of your autoresponder service to make sure it happens even if life gets crazy. Don’t miss an issue and work on building the reputation of being reliable and consistent and see what happens. I think you’ll be happily surprised.
Also, remember that not every contact that you make with your customers needs to be an advertisement for something. While sending free content to your subscribers or past customers may seem like a bad financial move, it can be a way to build up goodwill with your past customers or current subscribers, and when it comes time to buy, they’re going to remember you and will be far more likely to do business with you.
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