What the heck do I send to my email list?
So this might be a common question occurring for you when you think about your email list?
"What the heck do I send to my list?"
It's an all too common question.
You start off emailing your list ok and then that dreaded problem swoops in and you start emailing them further and further apart and then maybe not. at. all.
Someone told you, you need to grow your email list. So you get people to sign up for something and then you don't ever email them after that.
I'm going to walk you through below the steps you need to do in order to get rid of the dreaded "What the heck do I send to my list?" problem.
Step One - Segmenting Your Audience
What does your business focus on?
The first step on figuring out what to send to your audience is knowing exactly who you're speaking to and what your business focuses on. Get crystal clear on this.
I help online entrepreneurs grow highly engaged lists so that they can help more people and increase their profits.
Who do you help?
Why are you doing this?
The "so that" part is important.
Nobody cares what you're doing unless they know why you're doing it.
What are 3 areas you could split your audience into?
Once you've got down what you focus on, look at different areas where you can segment your audience.
For example, you help online entrepreneurs with marketing for Facebook, Instagram and Pinterest.
You could use each of these as a segment.
Facebook would be a segment, Instagram would be a segment and Pinterest would be a segment.
WHY SHOULD YOU SEGMENT?
Segmenting allows you to speak more effectively to your ideal customer.
By sending your Pinterest interested subscriber, content about Pinterest, you will in turn increase your chance of them opening, reading and consuming your content.
This will in turn increase the chances of them turning into a buyer.
When you send you subscriber relevant content to their needs (aka Stuff they actually want) they will open your emails, listen to what you're saying and eventually may become a buyer to take it to the next step.
If you send them stuff on all three areas that you focus on (eg. Pinterest, Facebook and Instagram) your other content will basically fall on deaf ears.
They're not going to be interested in it. Which means they're probably going to not open your emails.
This will lower your open rates and reduce your chances of ending up in other subscribers inboxes.
Email providers look at your open rates and if they're low they'll consider you spam or that people don't want your emails and you'll end up in spam or junk folders.
So they're are multiple reasons you should be segmenting. These are just two.
Remember. If no one is opening your emails, then the value inside will be wasted.
Surveying your audience
When you know what you do and who you're talking to the next step is to figure out what they want.
Say for example you know that your subscribers want to grow their business on Facebook.
But what do they really want to know about it?
The easiest and least expensive way to do this is to ask!
Here are some way you can start surveying your audience (even some for if you don't have a list)...
Looking at comments on blog posts and Facebook groups similar to what you do and what you focus on
Posting a link to a survey on your Facebook Page, Instagram Page or in Facebook groups where permitted (check the group rules before posting)
Email your list with a quarterly survey
Creating a mini radio button survey for your opt-in boxes that adds a tag in your email marketing provider about what they're interested in (Active Campaign in conjunction with LeadPages is awesome for this).
Post promotion surveys on why people didn't buy
Past customer surveys about why people purchased
One click links in emails
Phone or in person interviews
Welcome Email questions
Asking a question on your social media pages
Below is an example of a radio button survey on an opt-in box.
Step Two - 90 Day Planning
What do you want to accomplish in your business in the next 90 days?
So you know who you're speaking to.
You know what they want and what they're struggling with.
And.... you've segmented them so that you can focus specifically on what that segment needs.
The next step is setting goals and creating a plan.
No plan for your business. No point in getting people on your list.
Do you want to launch a new product this quarter?
Do you want to re-launch a product?
Do you want to build your email list with qualified leads?
Do you want to build a following for a social media page?
Do you want to increase your profits?
Whatever it is you want to accomplish in the next 90 days, you need to sit down and come up with a plan to get it done.
What you're going to be sending your list is going to come out of this plan.
Below is an example of a 90 Day Plan.
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Step Three - Creating a Content Plan
What does your audience need to learn, do, interact with or know about to accomplish these goals?
Ok, let's start with the overall goal on with an email list...
Which is to consistently talk to and teach your audience on a weekly basis.
You want to be emailing them weekly so you stay top of mine and keep the engagement up.
The easiest way to come up with what to send them weekly is to take your areas of focus and break those down into different topics.
You could also send a survey out once a quarter to your list.
Surveying your audience once a quarter will allow you to stay on top of what their current needs and wants are for what your business focuses on.
You could also send them a trending topic for your niche to show them you're staying current with new things happening with what you teach on and sell products for.
Below is one example of a schedule for sending to your list weekly.
If you're launching a product live then you need to warm them up for 4 weeks prior to the launch on that topic and then invite them.
So for four weeks prior to inviting them to however you're going to be selling your product (challenge, webinar, video series, etc.), you need to be sending them "warm up" emails.
These warm up emails contain content on topics to do with your product.
In the warm up emails you could direct them to a blog post, podcast, YouTube video or whatever else you have created for the warm up.
The goal is to teach on this topic and get your subscriber to understand why this is important.
Below is one example of a schedule for sending to your list with a live product launch added in.