Many think that email is on its way out, but this is simply not true. It may not be as reliable as it used to be as a source of communication, but most people still check their email at least once a day. Think about it, you are required to have an email address to sign up for almost anything, including Facebook and Twitter. Plus, now that we receive email on our smartphones, it is now easier to check than ever.
Email is still the most personal way to communicate online. It is a one-on-one conversation that can only be seen by the sender and receiver. People are able to read and respond to emails in the privacy of their own inbox. This is what makes email different and why it will stick around much longer.
Now that you know email isn’t dead, let’s talk about the benefits of building an email list.
1. Gaining an email subscriber turns a viewer into a lead.
A website viewer is simply an onlooker to your business. The challenge is turning this spectator into a lead. Many business websites have a contact form and phone number, waiting for those interested to get in touch. But, as you probably already know, this strategy does not yield promising results.
If the viewer is being introduced to your business for the first time, it is highly unlikely that enough trust has been developed for them to contact you to buy what you have to offer. It is much more effective to have a list-building strategy where people provide their email address for something valuable in return. Then you continue adding value (building trust) by sending emails on a regular basis.
2. You build relationships, one email at a time.
Once you get someone on your email list, the goal is to build trust (not make your sales pitch). This is done by providing valuable information – that could charge for – on a regular basis. After all, relationships are only built on consistent communication. Eventually, you will have built enough trust for them to buy what you have to offer.
Why is relationship so important? You are much more likely to buy from someone you know and trust rather than a stranger. We all know of the door-to-door sales guy trying to get you to buy his product. Although he does makes sales, they are far and few between. A door slammed is in face is a much more common reaction than a happy buyer.
3. Email helps you make more sales.
Sales people know that the real profits are in the follow-up. Yet most businesses are not putting in the effort to consistently communicate with their leads and customers. How many sales do you think are lost simply due to a lack of communication? Maybe a past customer really loves your business, but has no idea that you offer product B. They would happily buy this from you, but simply don’t know it is available.
Like I said earlier, email is not best used to make your sales pitch but to add value first. However, do not hesitate to put a one-line offer at the end of every email. It is also safe to send out a sales-focused email occasionally, as long as you are adding value a majority of the time. I like to use a 3:1 ratio – three value emails for every one sales email. This lets your subscribers know that you put their needs above your own.
How to Start Building Your Email List
There is a lot that goes into a successful list building strategy. You must first create a ‘lead magnet’. This is the digital product you will offer in exchange for their email address, such as a free eBook or guide. Then, set up an email service, such as MailChimp, where the lead magnet is delivered to them automatically.
Once this is done, an on boarding email sequence should be developed that goes to every new subscriber, adding value and introducing them to your business over the course of 5 or more emails spread a week apart. You will also want to get on a schedule where you send an email to your subscribers on a regular basis. After all, building relationships is only done through consistent communication.
Need help getting your list building strategy up and running? Let us know – we would be happy to help!