I have always known that my email list was important.
You hear it all the time. Especially from big-name entrepreneurs. But, an email list feels daunting and impossible. Especially when you have to work on your Pinterest, Instagram, blog, finding clients and doing your taxes.
In January, I decided it was time to start taking my email list seriously.
Today, I want to share with you what I have done over the last nine months to start growing and nurturing my email list.
Let’s jump into it.
Growing My Email List
When I first started working on growing my email list, I did almost no research. I had heard so much about how to grow an email list, I didn’t feel like I needed to read up on the subject, I just needed to put the work into it.
But, for those of you who haven’t been hearing about email lists for years, here’s the gist.
You want to offer something so valuable your audience will jump at exchanging their email for it.
Everyone’s email is overflowing with content, so it is vital that you give them something they will want to jump at and that provides genuine value.
For me, this looks like free workbooks and a resource library. For others, this may mean a discount code or exclusive blog content. It depends on your audience and their interests.
So, to get started upping my email game I got more strategic about my free workbooks.
I started with my Craft Your Brand Workbook.
This is still my top performing free good, bringing in a little under 50% of my overall email subscribers.
The reason I believe it works so well is that I am teaching someone how to do what I sell as a service for free.
That may seem scary and I definitely was nervous teaching people how to do something I charge a premium price for, but I countered that fear with some capital t Truths.
One, knowing my reasoning, strategy and workflow doesn’t give you my unique approach or skill set.
Two, it is a premium price and I know the people who can afford it will still pay it. And those who aren’t able to, were never going to be able to.
All of that to say, I’m known for being a brand designer and the people coming to my website are looking for branding guidance. So, when they see that I can help them work on creating a cohesive and powerful brand on their own for free? Why wouldn’t they jump at it.
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Marketing Your List
My free goods are the incentive to join my list, but how do I tell people about it?
I think this is often overlooked, because it doesn’t feel like a priority to market a free good. But, I have found it’s the best and easiest marketing I can do for my business. I also believe, it’s the best marketing play for my long-game.
By that I mean, a free good is always going to attract more eyes than a premium item. Who doesn’t like free?
By getting more eyes on my free content, it will increase my engagement for that post or pin, boosting the performance and ranking higher in the algorithm.
Since, I’m grabbing their email, I am able to consistently show up and market my business (rather than getting ghosted after they grab their freebie) so that I can turn a casual viewer into a raving fan. Increasing my reach and profits along the way.
Okay, now that that is out of the way. Let’s talk about how to market your list.
One, your blog.
If you have a blog, you want to add your email opt-in to every single blog post you can. The more places you ask people to join, the better.
I recommend the content of the blog post be related to the content of the free good, but that is personal preference. I feel that your opt-in will be a lot more effective if you are able to relate it, even generally, to the blog. For instance, you wouldn’t want to see an opt-in for crochet patterns on a blog post about french cooking. It wouldn’t interest you.
Additionally, consider getting your opt-in on your homepage, in your announcement bar, in your blog sidebar, in the footer of your website, in a pop-up. Anything that can engage your audience without overwhelming or annoying them.
Two, social media.
Social media is tricky and for years I worked hard to push my services on social media until one day I decided the only marketing I would do online would be of my free goods.
This was a little scary, but I wanted to put more value in my email list and have a real conversation with my audience, rather than always asking them to buy.
I believe in serving. And now that I have a more strategic marketing plan, (as I mentioned above) I feel that I am able to consistently serve my audience and occasionally offer them the opportunity to take the next step and buy.
So, I got the people on my list, now what?
Now, it’s time to set an email schedule. I recommend creating a schedule you know you can stick to. Consistency is key, people.
For me, I email my list once a week. But, you can email them a few times a week or once a month.
I don’t recommend going less than once a month because your audience is likely to forget that they subscribed to your list and unsubscribe the second you do email them.
You’ve created your email schedule, now what is the strategy?
When you’re just getting started, I don’t think you need to overthink this part of it. If you do, you’re likely to freeze and never just get started.
I like to keep my email strategy incredibly simple.
Serve a minimum of four times then ask for a sale. That’s it. That’s the entire strategy.
No matter what topic your brand or blog covers, you should focus on providing your email list with genuine value.
This may be informational, inspirational or entertaining. The way you serve value can be fluid, it just needs to represent your brand and serve your audience.
In my weekly emails, I like to mix up the type of value I’m offering so the emails don’t start feeling stale. For instance, I’ve sent emails pointing them towards a new blog post, sharing insights or breakthroughs I’ve experienced in my business, or letting them know I’m running a giveaway on Instagram.
How I provide value shifts depending on what is happening in my business at that moment.
Have you started growing your email list? Tell me why or why not in the comments!