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Your email list is your not-so-secret weapon.
Similar to your website, it’s owned land. A place you can curate and keep your content that reaches everyone who engages with it (unlike social media where you’re subject to the ever-changing and unmerciful algorithm).
BUT, unlike your website, it allows you a direct and two-way communication stream for engagement and feedback, alongside all the other perks of promoting products and services in a more intimate way than only having them on your website.
I look at it this way, your website is the wedding speech. Everyone there gets to see you, hear your tear-jerking story about how you met the bride in the bathroom of a club and gave her your ponytail and the rest is history. You get some laughs. Maybe even a few claps and compliments. But email is like telling that story to your best friend the next night over drinks in your favorite restaurant. It’s intimate, personal, and creates an open stream of dialogue and intimacy between the two of you.
(P.S if you’re still trying to grow your email list, this post is for you.)
Your email list is your direct connection to the mind of your audience – Giving you an incomparably powerful tool to warm up leads for your offers and share value with them via stories, free products or templates, and even sneak peaks and early sign ups, ultimately making it the most intimate place to nurture them into a trusting relationship with you.
But in order to get qualified leads ready to buy your offers, you need what’s called a “healthy” list → People who’ve been primed to engage with your content, listen to what you’re saying and open your emails every time because they trust your authority.
Luckily, there are just four easy steps to achieving that, my non-negotiables for ramping up email lead generation:
Ever opened an email from someone and thought to yourself, “Who the hell is this?! I don’t remember signing up with them – UNSUBSCRIBE.”
And in one fell swoop, that new lead (that could have spent literally thousands) is lost.
But how does that happen?
→ They likely didn’t have an effective welcome nurture sequence set up.
The problem with a one-and-done style welcome sequence (just one email introducing yourself) is → You miss the opportunity to get your business in front of your new subscribers multiple times and cultivate a deeper relationship.
And when businesses haven’t built a connection with the new subscriber (at the most receptive they’ll ever be to what you’re saying) it makes them all-the-more likely to hit unsubscribe when they filter into your regular newsletters.
Effectively making them a waste of time + money.
So instead of one-and-done-ing it – Here are some must-haves emails to include in your welcome sequence:
And hey, it’s not enough to just list off your qualifications or accolades as reasons why someone should work with you. Even misplaced testimonials and social proof won’t be effective to new email subscribers.
You have to pull people into your brand through story, and your welcome sequence is the perfect place to do that.
Consistency creates trust and excitement with your audience (as long as your emails are packed with value they can actually implement) which makes it something they hypothetically wait by the mailbox for.
The point → Your newsletter stays top-of-mind and anticipated when you remain consistent.
When you’ve got entertaining, value-driven, consistent emails going out, your authority will go up, meaning that when you do introduce an offer, they’re chance of buying is waaayyy increased.
Story is what sells because it connects with people. Research from the Stanford Graduate School of Business found that stories are up to 22 times more memorable than facts and figures alone.
Holy f*cking smokes.
So stop thinking that story is just to engage the reader – That’s a one-dimensional view of the benefits.
In truth, story helps our ideal client remember the information we are sharing, something that is going to directly impact their micro-wins and conversions as they go through their journey and you continue to nurture them through your funnel.
All of these pieces working together to drive trust in your brand, which is what drives confidence in your offers.
Tip: Diversify your story content
Variety is the spice of life, and that goes for your email newsletter too. By mixing things up with a blend of valuable, entertaining, and inspiring content, you will keep your readers entertained and engaged. Whether it’s a handy tip that saves them time, a hilarious meme that makes them LOL, or a heartwarming story that brings a tear to their eye, giving your subscribers a little bit of everything will keep them coming back for more.
There are hundreds of ways to revive or re-engage your email list – my personal favorites being contests + giveaways – but all of them come back to one central purpose → Deliver free, authority-building value that will make your subscribers trust you a little more each day.
(Not only is this fun for your audience (thereby associating positive experiences with you and your brand), but it educates your audience and conditions them to know that if they are on your list they are going to get a lot of value AND free stuff.)
I love to regularly include little free services and products (like 3 free email templates) just as a big thank you for being here.
Another way to expand on that engagement is utilizing your email list as a way to garner feedback on your new launches and offers. Ask them, is this something you’re interested in? What would you change about this service/offer?
This really makes your email audience feel that they are part of the journey, and it’s also incredibly helpful for you to learn what your audience actually wants and how they engage with it, which will save you a lot of time (and tears) when you actually launch.
Still wanting more guidance on successfully growing your list and nurturing the heck out of it?
Join Ignite your Inbox → My PROVEN step-by-step guide that guarantees you’ll have a strategic, nurturing AF Welcome Sequence in as little as two weeks – so you can lay your email foundations and scale the easy way.
Ignite Your Inbox is a comprehensive, email copywriting course that will teach you:
And the best part?
It’s fueled by my signature IGNITE Framework, actionable Step-By-Step Lessons, Workbooks, Spreadsheets, Email Themeplates AND Templates – so you’ll not only create a compelling sequence to welcome new leads to your list – but actually learn how to write effective, personality-driven copy required to get you (and your clients) results.
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