Building an email list is still the Gold Standard among online business owners. Well, at least an important piece of the online marketing puzzle. It isn’t easy to grow a robust email list. You develop a strategy to get the signups but – what happens after you get their info? Do you let them wait a few days (weeks, months…years) before they hear from you; immediately go in for the kill with the hard sell; or do you nurture them with drip emails that are akin to water torture?
What DO you do with the new subscriber?
The answer to this is important if you appreciate high conversion rates and higher profits. Regardless if you use a CRM (I recommend ONTRAPORT) or a simple email marketing program – you need to utilize your tool correctly to get the results you want. It doesn’t matter how much or little you spend on that tool, misuse it and your unsubscribe button will be working overtime. While I use ONTRAPORT to email my personal email marketing and for my automation clients, the three tips I outline below will work for any drip email system and will help you have more successful email marketing campaigns.
Step 1 – Welcome Them
This sounds simple enough, but a generic “Thanks for Signing Up” email doesn’t cut it. Customers want to know that you are getting to know them while they are getting to know you and your business. A welcome email should reach your subscriber fast, should not be a pop-up thank you message, and should include some insight into you, your business and how they will benefit from having provided you their contact information. A welcome email is also the perfect place to offer them a deal or to schedule an appointment. Remember, you are getting personal so your offer can’t be generic.
You probably acquire customers through a variety of ways. Maybe you met contacts at a conference. Did your new contact come in through a Facebook ad? Did the subscriber Google your business services? These will result in 3, very different, welcome emails that you should be sending out. Not all email systems are powerful enough to automatically track how you acquired customers, so if being personal is paramount to your business success – frankly, it is regardless of the type of business you have- you need to welcome them the right way.
Step 2 – Drip
One thing about email is that you have to send them for people to open them. Send too much and they unsubscribe, send too little they forget who you are. It’s a fine balance. Get the balance right, however, and email marketing has some of the best conversion rates of all marketing platforms.
So, how do you get it right and what do you drip?
Like most marketing strategies, this has to be tested. But a good place to start is, according to Smart Insights, with 2 to 3 emails per month. This keeps you top of mind with your subscribers without being spammy. Make sure your content applies specifically to who is receiving it. Segmenting your list will help accomplish this and provide good data on who is opening and clicking on the links in your emails to utilize in Step 3.
Check out my recent Facebook Live about segmenting your list and nurturing clients based on behavior.
Step 3 – Content
Remember in Step 1 how we recommended targeting your emails to how your subscriber was attained? You will need to keep up the targeting with list segmentation in your subsequent emails. In this way, you can craft drip emails that will reach the subscriber wherever they are in your sales process and by the activity they have taken with previous emails.
For example, You have a customer that signed up as a subscriber through a Facebook ad you ran. After subscribing and opening your Welcome email, the subscriber hasn’t purchased or clicked through to your website. You’ll want to target this inactivity in your next series of emails to prompt them further down your sales funnel. You can offer a discount or other incentive to visit your site or schedule an appointment. Maybe you have a subscriber that has already made a purchase and opted-in during the checkout process. Will these subscribers receive the same second drip email from you? Of course not! So, be sure to create compelling and useful copy tailored to each subscriber segment.
Make sure your content is 3 things – useful, personalized and data-driven.
Successful email marketing is an ongoing, data-driven process that is 2 parts science and 1 part art. You have to utilize data to reach your subscriber at a point in time where they will be receptive to your message. You have to test frequency by segmenting your list and you have to craft content that is personalized and useful (that’s where the art of copywriting comes in). Email marketing is still a lucrative marketing tool if wielded properly. Our 3 steps to Welcoming your new subscriber will help hone your message and your list to create email marketing campaigns that get great results for your business.