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A good email should feel like hearing from your favorite pen pal.
The one who knows exactly what you’re going through, what’s keeping you up and night, and offers relief in the form of perspectives and new solutions that compel you to open, click, and read each email they send your way.
And as a business owner, that’s exactly how you want your subscribers to feel when they read yours. Great email builds credibility, trust, and authority, that all ultimately lead to conversions.
How do you cultivate such a powerful connection? I’d love to tell ya 😉
The best email lists have a four key components in common;
First, let’s just lay down the basics → You need to have a welcome sequence in place that’s onboarding new subscribers and offering them micro wins. I can’t stress this part enough, because this is VALUE from the first introduction. You are the authority in your niche for a reason. A mistake I commonly see in the industry is this idea that you can only offer value and tangible tips in your programs and paid coaching, but why should they trust you with their money if you haven’t shown them you deserve it in the first place? By starting them off immediately with easy to implement tips and perspective shifts, your reader will build trust with you quickly and create a habit of opening your next emails to see what you have in store.
The key component and vehicle for carrying your UVP and message is story. Storytelling creates empathy and fosters connection, which not only allows us to retain and remember information easier, it also promotes loyalty to your brand.
I love storytellers. I am one. And I surround myself with them because we understand better than anyone else that to capture attention and show (not just tell) the perspective you are trying to relay, you must have rich and detailed storytelling.
Paint them a picture, tell a dad joke, incorporate dialogue, whatever floats your boat.
But most importantly, let them know why receiving your emails isn’t going to be just one spammy ad with a random a$$ string of emojis thrown in. It is a peek into your world, chalked full of benefits for theirs. Mutual and magical vibes.
“But Krystle, I’m going to bug them.”
I hear this all the time and I just need to remind you, it’s a big ol’ lie.
Unless you’re sending the aforementioned spammy emoji clad emails, your audience is going to feel like you do when that long awaited Amazon package finally arrives. You know, the one you’ve been embarrassingly stalking the front door for? Because you know you’ll be getting what you wanted. And the amazing thing about your emails, is you’ll also be offering your audience something they didn’t even know they wanted. A double win.
If you want an engaged email list, you need to be top of mind. And to be top of mind, there needs to be consistency to your cadence. My recommendation is a minimum of once a week, if not two to three times. May sound like a lot but remember this → If you aren’t their consistent and top of mind source, your competitors will be.
In the same way your favorite pen pal addresses you directly and references past conversations you’ve had, your emails should feel personal and specified to the phase they are in along their journey with you. We aren’t telling personal TMI stories to strangers (yet 😉) and we certainly aren’t retelling the same tired tale to our bestie.
Because you’ve had these conversations before. You know each other. And you’re building your relationship from a foundation of mutual understanding.
The best way to do this is by segmenting your list. That will give you the ability to speak to different ideal clients in different stages of awareness so everyone only gets the actual emails relevant to them.
To keep your leads warm and ever getting warmer, you have to meet them where they’re at and nurture from there, or what once felt informative and exciting will become redundant and less appealing. Or the other way around, if you’re offering advanced techniques and programs to clients who are brand new to your list, you’ll end up overwhelming them with information they aren’t in a phase to digest yet.
This is something you can do as you grow and expand your list, btw, not something to stress over if you’re just starting out!
In summary, becoming that pen pal to your ever growing and warming list of leads is going to keep the ball rolling and only generate more loyalty and longevity within your email community.
I cover this exact topic in much more colorful detail, as well as so many other email related goodness, within my signature self-paced email course, Ignite Your Inbox.
If you’re feeling a little nudge to create easier revenue via simple email techniques, hop on over and let’s make email magic together.
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