Email subscribers can be pure gold to your blog but too many bloggers fail to connect with their email list. Use this process to get more from your email list marketing.
One of a blogger’s best resources is their email list. People are extremely guarded about handing over their email so anyone that is willing to sign up to your subscriber list is already telling you they want to hear what you have to say…and buy what you have to offer.
So a customizable email subscription box is a critical step to the success of your blog but too many bloggers stop there and wonder why they are never able to convert their email list to readers and buyers.
The table below shows average email open rates and click-through rates for email list marketing by different business types. Bloggers excited about sending their first email campaigns are often hugely disappointed when they see that just 20% of their email list opens the message and less than 8% of their email list even clicks through to their website.
Simply adding people to your email list for a weekly newsletter doesn’t work. Your email will get buried in a faceless pile of spam emails because you haven’t built a real connection with your readers. While someone may sign up for your email list, you need to take it one step further to build a lasting relationship with your email subscribers.
Before adding a new email subscriber to your regular email marketing campaigns, you need to create a deeper connection through a three-email process including a welcome email, a personal story and a call-to-action. I’ve seen blogs stretch this out to a longer process but three steps seem to work best.
Your “welcome” email is the first any new email subscriber receives and is vital to getting the blog’s message across. It’s here that you are going to talk about why you started the blog and how it can change your reader’s life.
Sound unrealistic? How many websites do you visit each week and how many do you make a point of visiting regularly? Presenting the reasons your blog is exceptional is the only way to make sure people come back every week…or every day! Your welcome message needs to tell people exactly what they are going to find on the blog and why they need to come back regularly so they don’t miss anything.
Pro Tip: Try linking through to some of your best posts in your welcome letter. These should really impress readers and reinforce the idea that your blog is one to remember.
The second email your new subscriber receives should be your own personal story. Even with the revolution in “social” media, the internet can still be a very cold and impersonal place. You need to become a living, breathing person for your readers. If your email list subscribers see you as a trusted friend, with a story similar to their own, they are going to continuously return to your site and share the content with their own network.
Talk about the events that led you to creating your blog and how it has changed your life. Make sure you use first-person language like “I” and “me.” Your story does not have to be tragic but it should be personal. Spend some time thinking through the most significant events in your life and pick a story that is,
Pro Tip: Test a few different stories and a few revisions on some friends before sending it out as your personal email message. You want to refine this and really make an impact.
After your first two emails, the third and final email in the process is meant to confirm your relationship with your new email list subscriber. Research shows that doing a favor for someone brings us closer to that person and increases the odds that we’ll do another favor for them in the future. Use this to your advantage by asking for a small favor, something so easy that your email list subscriber won’t even think twice about it.
Pro Tip: Use action verbs in your call-to-action and tell people what they need to do. Use words and phrases like buy, click here, download now, start your free trial and get it now.
After the process of onboarding your email list, you should see stronger open and click-through rates as people identify more with your blog and your message. That in itself won’t turn your email list campaigns into gold mines though. Make sure you hit on critical elements in every email list marketing campaign.
Your email list can be pure gold and provide your blog with a constant stream of traffic and willing buyers. These visitors have already told you they enjoy your blog and want to see more. Do not pass up the opportunity to bring them in as part of a community by a simple email process.
Content marketing guru at MailMunch. I’m passionate about writing content that resonates with people. Live simply, give generously, stay happy.