- Posted by kqie4m
- On 5th July 2017
- 2 Comments
- engagement, list building
You have to have an email list.
Money is in the list.
List is your asset.
You have heard it already, yes?
So you are building yours, but thinking – is it worth it?
What do I send them?
On the other hand… (when it’s your email list)
you see what is going on in your email inbox.
You are signing up to get some resources.
Who is able to resist a shiny landing page with irresistible bribe?
Few of us.
If you remember (or if you’re in real need), you may take a look at the promised resource.
and I mean only sometimes,
The resource is so mind blowing that you go and research the author website and social profiles.
You become a real fan.
But there is like a 1-3% chance for that to happen.
Most often the next thing that happens:
You get the email from the person you don’t know and you don’t care about so you’re not even opening it.
Or if you do give them a chance and open…
Either they sell something in an aggressive way
Or you get the irrelevant emails, you don’t care about.
This is the effect of building an email list of random subscribers.
(Do you want to send them your newsletter?)
I know you don’t want to be the next person to send salesy or irrelevant emails.
I also know you want to help people through your business.
That is exactly why your job is not to grow the biggest email list possible.
But to build an engaged email list of people who know and trust you.
So, how can you do that?
All the rage now is about welcoming sequences and sales funnels.
This approach is way better than sending the random newsletter to entire list.
But still, you need people to be engaged for your funnel to work.
#1. Focus on quality, not quantity
And this is not about your content… (although it should always be high quality).
This is about your subscribers.
To have engaged list start with welcoming only engaged subscribers.
Focusing on bribing as many people as possible won’t cut it.
Make sure you have people on your list interested in what you have to offer.
How to do that?
Make sure they know you and what your business is about before they sign up, like I do on this page.
Be considerate where they sign up – if it’s a cold traffic, get them to know you first.
This may sound counterintuitive, I know.
List building gurus scream make signing up as easy as possible.
But here we’re not building a list for the sake of high numbers.
We’re building engaged tribe and a list that converts well.
Think about your inbox.
Do you open email based on the subject?
But if you know, like and trust the person who sends you the email, you don’t care about the subject, you will open anyway.
You want your subscribers to at least know you a bit, before you send them the first email.
So if you filter the ones that know you, care about what you do or need your solutions, you start in a great place.
#2 Activate your email list with a hook
This is the method that will activate your subscriber from the beginning.
You might be using it already:
Ask them a question in the first email.
A real open question, or make them to respond with one word.
You can also ask them to click a link to confirm they are ready.
This serves two purposes:
First – it is a micro investment a subscriber makes in you.
And it will make him or her more compelled to open the next email from you.
This kind of micro investments will sum up creating engagement.
Second – this will tell your subcriber’s email client, that they care about your email.
This increases your email deliverability.
Which means you have better chance to actually show up in their inbox.
#3. Make your emails personal
As much as possible.
Your subscribers are real people. Like your husband or wife.
Treat them with respect and appreciation.
Treat them like humans and not numbers in your email marketing software.
The simplest way to do that is to use their name when you write.
To make it even better, set up an automation that will go out to people who used your activation hook and responded.
Send them a video in which you thank them and explain what they will got from your emails.
This is not something many people do and it is such a powerful personal touch.
Continue with writing in a personal language.
Don’t use templates, don’t use writing rules.
Write as you speak, be authentic, be personal.
If it’s hard, try recording what you want to say or even dictate your text to google docs.
Even if you have B2B business, there is always a real person on the other side.
If you make them smile and feel like human, they will appreciate it.
Do you think they want to be a cog in the machine?
No one wants that.
Let them be your raving fans!
#4. Use stories
I guess you have heard that before, but it’s worth repeating.
Stories are powerful.
Tell your story, stories of your clients, even the made up stories.
People relate to stories.
Stories create interest.
If you want to keep them super engaged, spread your stories between emails.
Our brains don’t like questions, ideas or stories opened and seek the closure.
It’s like with your favourite show – it keeps you engaged, because you want to know what happened.
Use this technique (a cliffhanger) in your emails.
This will make your subscribers waiting for your next email like you wait for the next part of the show.
Place a cliffhanger at the end of your email and continue in your next email.
Open a question, start a story or pause one in a very interesting moment.
Clever, isn’t it?
#5. Stay relevant
The most important engagement hack is to stay relevant to your subscriber.
If you are not relevant to their situation you will lose their attention.
You can achieve a high level of relevancy by using segmentation and automation.
It is hard to be relevant by sending the same message to the entire email list.
So for example:
If you teach language – the same message won’t be relevant to beginners and to advanced students.
If you’re a blogger, not everyone is interested in all the categories you have on your blog.
It is very hard to send different message to those people if you operate on a newsletter or broadcast basis.
That is why automation is so powerful.
With autoresponders, not only you can be relevant to your audience. But also once created content will serve your people again and again.
Work smart, not hard, huh?
And the most important thing – you are actually shaping the journey you take your subscriber on.
Make it about them and let them choose their own adventure.
Let me know in the comments which part of this post you would like to see expanded.
If you’re interested I am giving much more insight in this free email course: