If you’ve been in this industry for more than 3 seconds, you’ll know that building your own email list is like being given the keys to the kingdom.
After all, it allows you generate traffic and sales on demand – but only if you communicate with them in the correct way.
Firstly, let’s talk about an important concept which will make or break your email list’s profitability…
Every person on your email list has an “emotional bank account”.
When a new subscriber or customer joins your email list, that emotional bank account is at a medium level, as they have a “neutral” amount of trust for you.
At this point, they’ll rarely buy from you – as they don’t know, like, or trust you yet.
Now this emotional bank account can both increase and decrease.
So when you promote something to them with a hard sell, their amount of trust for you decreases slightly, as you make a “withdrawal” from their emotional ATM.
And like every bank account, if you keep making withdrawals, it’s eventually going to reach zero – at which point, they either unsubscribe, hit the spam button or just stop opening your emails.
But there’s a way to keep this emotional bank account – and their responsiveness to your emails – super high.
It’s all about communicating with them in a way which balances valuable promotions and good quality content – while being yourself at all times.
Do this, and your subscribers’ emotional bank accounts will always be full, meaning they’ll often respond extremely well to pretty much everything you send them.
Just like a television channel, nobody likes to watch commercial after commercial. If that was to happen in the real world, everybody would turn off!
Instead, the correct way to communicate with your list is by sending a combination of promotional emails and content.
Here’s my typical schedule…
Monday – Promotion #1
Tuesday – Follow-up for Monday’s promotion #1
Wednesday – Great quality free content
Thursday – Promotion #2
Friday – Follow-up for Thursday’s promotion #2
Saturday – Great quality free contet
Sure – it varies from week to week depending how busy I am and what I have to say (sometimes I don’t follow-up if the program I’m promoting is closed, etc), but that’s a rough outline of my communication with my email list.
Do you see how there’s a nice combination of content and promotions?
Now the key here is to make the great quality content just that – great quality!
Create content that some marketers would include in their paid products, which actually helps your audience solve a problem they’re currently having.
But the question still remains…
What do you actually SAY in your emails? What topics do you talk about?
This is the easy part!
Like everything in business and marketing, just find out what they want and give it to them.
This is super important, so I’ll say again…
Just find out what they want and give it to them.
I cannot emphasize this enough.
Whatever niche you’re in, that’s the main thing you should always be doing.
Heck, even send this style of email to them…
You’ll often get a ton of personal replies from this style of email, which will tell you a massive amount about your audience and what you should talk about.
The rest is just a matter of being yourself, and communicating with people as you would in real life. Be conversational.
For example, in a follow-up sequence, you could structure it something like this…
- Email #1 – Introduce yourself and your story, give them what you promised, show them why they should listen to you, let them know what’s coming up in the future, etc.
- Email #2 – Give them an important lesson to solve their biggest problem and segue that into your initial offer.
- Email #3 – Give them another important lesson to solve their second biggest problem and segue that into your initial offer
- Email #4 – Provide scarcity for the initial offer and close the “fence-sitters”.
- Email #5 – Give them great quality content to solve another big problem.
- Email #6 – Promote a different offer at a different price point (either higher or lower than your initial offer).
- Email #7 – Follow-up from the previous email promotion, possibly starting with another lesson.
- Email #7 – Give them great quality content to solve another big problem.
… And so on.
So in every email marketing campaign (either via a follow-up sequence or ongoing broadcasts), you’re simply finding out what they want, then giving it to them in the form of good quality content and promotions, while being yourself at all times.
That’s all email marketing is – and that’s how you keep your subscribers’ emotional bank accounts running high (from actually helping them) while your own bank account thrives.
- James Francis.
P.S. If you liked this, I go through this topic in much more detail (e.g. writing email copy, etc) in my Online Income Masterclass program. Feel free to check it out and see if it’s right for you.
P.P.S. What do you think? Any thoughts, comments or questions? Leave a comment below! 🙂