Everyone has heard the saying “quality over quantity” – when it comes to your email list, that saying definitely rings true. Getting the most out of email marketing isn’t about having millions of subscribers, it’s about converting your subscribers into paying customers.
When people join your email list, they’re essentially telling you, “I want to know more.” While they may not be ready to buy at that exact moment, they are giving you an opportunity to convince them to stick around.
This means you absolutely must take time to nurture your email list and make certain that your target audience stays engaged, and that they don’t forget you! Getting placed on the backburner is all too easy these days with so many emails flying around.
To nurture your list, focus on sharing your expertise and giving to your audience – this is not the time for a hard sell. Track the success of your email marketing and be ready to make changes if something isn’t working.
Building relationships with your subscribers.
Nurturing your email list is how you’ll get prospective subscribers to convert to paying customers, and eventually to brand advocates. The main objective of your email list is to build and nurture relationships with people you may be able to help further down the line.
It’s not a numbers game, and it’s not about making immediate sales. Email marketing is about making genuine connections and solving a problem with your product or service.
Why people join your list.
In order to nurture your list, you first have to understand what made people sign up for your list in the first place. Most people will be attracted to your list by your lead magnet.
People join and stay on your list because they want:
- Help with a challenge, and they think you can help
- Special deals or discounts
- Exclusive information or content
- To stay in touch.
Strategies for nurturing your list.
When you are intentional with your strategy, you are more likely to see positive results, with increased sales and improved relationships with your ideal customers. People are also less likely to unsubscribe because you are delivering the thoughtful content they expected when they signed up for your list.
Here are some ideas for content that you can use to cultivate relationships:
- Send a warm welcome email.
- Share the story about your brand.
- Give a list of resources or websites you recommend.
- Share your favorite blog posts.
- Run a competition for a prize.
- Reward your email subscribers with a free service or product.
All the content you develop must be something your audience wants.
By taking the time to plan and send regular content, you:
- Stay in touch with your subscribers
- Nurture your relationship with them
- Build your brand
- Showcase your expertise
Keep the momentum going.
Nurturing your email list takes time. The more genuine you are, the better chance you have to create an authentic connection with your target audience. The more you focus on nurturing your list, the more loyal your audience will become.
Keep thinking of ways to nurture your target audience and move your business forward. Work to build the ‘know, like, trust' factor with your subscribers with each email you send.