Screw List Building...

The size of your list isn't gonna matter if you don't have these 5 key components...

When it comes to email marketing the focus seems to be on list growth.

The thing is, the size of your list isn't gonna matter if you don't have these 5 key components...

WHAT'S THE PLAN FOR YOUR BUSINESS FOR NEXT WEEK, NEXT MONTH, THE NEXT 90 DAYS, THIS YEAR?

No plan in place for your business, no point in getting people on your list.

This plan is also going to be the key component when trying to figure out what to send to your list.

Do you know what you want to accomplish with your business this year or the next 90 days?

If you don't have a plan, now's the time to sit down and make one.

What areas of your business do you want to focus on?

What products, services or offers do you want to launch?

How much money do you need to make or want to make?

WHAT CONTENT DO YOU NEED YOUR AUDIENCE TO SEE OR KNOW ABOUT IN ORDER TO ACCOMPLISH YOUR PLANS AND GOALS?

Now that you have that 90 Day goal plan, what do you need your audience to know about or learn about in order to accomplish your goals?

Say you're launching a course about healthy eating.

People have the perception that it's hard and expensive to eat healthy.

So you need to release content to help re-frame those beliefs.

You'll also want to release content that's related to your offer in a way that they get a quick win and want and need to buy your product for the missing pieces.

In the email marketing would this is called the warm up sequence. Sending strategic content out over a period of 4-8 weeks to re-frame beliefs and show and create a need for what you'll be offering.

DOES YOUR AUDIENCE EVEN WANT WHAT YOU GOT OR WANT TO GIVE?

If you're sending your audience content they don't want or need, your open rates are going to go down and you're likely not going to get any clicks.

Decreased engagement besides hurting your ego and wallet will also communicate to ISPs (Internet Service Providers) that your audience doesn't want to hear from you. Which means, your more likely to end up in spam and promotion folders instead of inboxes.

There's 3 ways we need to look at your audience.

1) Have you researched your ideal customers?

2) Are you attracting your ideal customers?

3) Are you segmenting your audience so they're receiving only the content they want to hear about?



IS YOUR AUDIENCE OPENING YOUR EMAILS & CLICKING YOUR LINKS?

The size of your list is actually only the total amount of people opening and clicking links in your emails.

If you have a list of 25,000 but only 20% of them are opening your emails, then you really only have a list of 5000 people.

Low engagement again will hurt your delivery.

Hurt your conversions which in turn hurts your wallet.

Make you feel like crap because you'll feel like most people don't care about your stuff which will affect your drive to actually do email marketing. When we feel like crap we're less likely to give 100%.

Your also paying for that 25,000 people instead of only paying for the 5,000 who are opening and clicking your email. Paying for more than you need is again going to hurt your bottom line.

So how do you increase your open rates and CTR?

If you've gone through and made sure you've got the right audience and you've segmented your list so they're receiving content they want...the first thing would be to start with a re-engagement campaign.

A re-engagement campaign is a high value series of emails over the course of 4-6 weeks to try and re-engage un-engaged subscribers.

For maximum effectiveness you can pair this with a Facebook ad to make sure your subscribers are actually getting your emails (another factor in low open rates).

Any subscribers that haven't opened your emails within the past 3 months (even with the re-engagement campaign), would then be removed from your list.

You will also want to take a look at your subject lines and email intros.

Your subject lines and email intros will be the first determining factor in if people open your emails.

The content you're sending them will be the determining factor in if they keep opening your emails. 

I've gone more in depth on subject lines and email intro here.

Let's talk about the content for a second. Besides making sure you're sending them content that they need and want, you need to make sure your following through with the expectations you set of when they're going to hear from you.

In your welcome email if you said your going to be emailing them every Tuesday at 10am about topics X,Y,Z and if something exciting or important comes up you might email them a little extra....You need to follow through on that.

I see so many people start building a list and then ignore it.

The biggest reasons for ignoring an email list are not knowing what to send or how to write emails.

Which goes back to the first 2 key components--

Having a 90 day business goals plan and deriving a content plan from your goal plan.

Ready for more? I've gone more in depth here on audience research and segmentation, 90 Day planning and content planning.



Jennifer Scott