Intro:
(Addressing your reader)
Seeing your email list grow can feel amazing, but the real magic of email marketing happens when you keep subscribers opening, reading and clicking month after month.
Many business owners put a lot of energy into growing their email list but struggle with keeping subscribers engaged after signing up. It’s a familiar feeling. We’ve all been on the other side of the fence, eagerly signing up for something interesting, only to lose interest after a few forgettable emails.
Keeping subscribers engaged isn’t rocket science. You don’t need a fancy degree and a t-shirt with the NASA logo to be great at email marketing. You just need to understand your audience, learn what they value and deliver this to them consistently in a personal and authentic way.
Let’s explore some proven strategies to help you build and nurture great relationships with your email audience.
Here are some thought points to help you get started with your blog post:
- Send a compelling welcome email – (Addressing your reader) The moment someone subscribes to your email list is when they’re most engaged and interested in your business. Take advantage of this moment by sending an immediate welcome email introducing your business and setting expectations. Include a brief introduction of your business, what type of content your subscribers will receive, how often they’ll hear from you, and perhaps a special offer just for new subscribers.
- Create an onboarding sequence – (Addressing your reader) Try not to drop new subscribers immediately into your regular email newsletters. Instead, you can create a 3-5 email onboarding sequence designed to build and nurture the relationship. Include high-value content that solves immediate problems and take time to introduce different aspects of your business. Don’t forget to include a clear call to action (CTA) in each email, letting your readers know what they should do next.
- Make your emails personal – (Addressing your reader) When crafting your emails, try to write as if you’re talking to a single person. This helps your content to feel conversational rather than a corporate communication. Share authentic stories and experiences from your business, and take the time to ask questions. When subscribers feel like you’re talking directly to them, they’re much more likely to stay engaged with your emails.
- Use engaging subject lines – (Addressing your reader) Your email’s subject line is one of the first things subscribers will see in their inbox. Keep subject lines short, specific, and intriguing. Avoid clickbait but create enough curiosity to encourage subscribers to open your emails. Don’t forget to use preview text, the snippet of text shown after the subject line in most email clients. You can entice subscribers further with a compelling continuation of your subject line.
- Deliver value first (not just sales) – (Addressing your reader) The easiest way to lose subscribers is to bombard them with sales pitches. A good rule of thumb is to use the 80/20 rule. 80% of your emails should provide genuine value (helpful tips, useful resources, interesting stories), while only 20% should directly promote your products or services. When subscribers consistently gain value from your emails, they’ll be more receptive when you make an offer.
- Segment your email list – (Addressing your reader) Segmentation is a great way to personalise the emails your subscribers receive. Pay attention to which links subscribers click on and the type of content they engage with. You can set up segments for different types of content, so people who enjoy emails about a specific product category can receive more content on that topic. Personalisation can significantly increase engagement.