email

Image courtesy of Svilen001

This is something lots of business people do at one time or another. However it’s not just a case of updating your blog fairly regularly and then asking people to sign up to your list. Once you start creating a list you need to make sure you are ready to send people something.

This is when some people realise they now have to write weekly emails to send out, or some other frequency if suitable. They panic, wondering what on earth to write and how to engage with this new audience they are slowly building.

I don’t know about you, but I hate signing up to a mailing list only to find I get daily emails from people recommending their ‘good friend’s latest product’ (a affiliate deal of course), or emails that are all about ‘buy this’ or ‘see what I’ve got for you today’. These emails are certain to have me looking for the unsubscribe link.

No – the trick is to remember the people on your mailing list have signed up for one reason and one reason only. They’ve signed up because they believe doing so will make their lives better in some way. Of course you want to make sales – everyone in business does – but there are ways of doing it that work better for you and still appeal to your audience.

For example, let’s say you sell internet security software. The people signing up for your mailing list will have an interest in this software. Maybe they are thinking of buying from you. Maybe they just want more information on how to keep their computers secure. Maybe they just signed up because you offered a free report revealing six things they could do right now to help make their computer safer from malicious access and hackers.

Most people don’t like the hard sell, so sending a constant stream of emails trying to sell your security software won’t work. It’s likely to get you a higher rate of unsubscribe notices as well. Instead, why not craft a series of emails each focusing on one thing these people could put into action to help increase their security? If they realise your emails are worth reading and will help them in some way, they will start looking out for them in future. Furthermore they will recognise you as someone worth listening to and they will come to trust you and your products.

And who knows, they might just consider buying from you too.

Do you see how important it is to get this right? Writing a series of email messages is something I’ve done for other clients in the past, so you don’t even have to worry about writing these emails if you don’t want to or don’t have time. Marketers frequently talk about the money being in the list, and they’re right. Writing a good set of engaging emails is the best way to unlock the money in your list.

How much would that be worth to you?