To build solid, long-term relationships with subscribers, it’s important that you don’t sound like a used-car salesman. You also don’t want to give the impression that money is more important than your members are. To keep everybody happy, stick to the 3 to 1 rule. This means you send an info-based email 3 days in a row and on the 4th day, you send 1 promo-based email.
- Know Their Buying Cycle Stage – The type of email you send depends on where the subscriber is in the buying cycle. Should you give more information about their problem? Should you ask them how they like their purchase? Each of these gives you an opportunity to suggest/promote something to help them. Send appropriate messages based on the action they just made or walked away from.
- Add Value – All of the content you send, including emails, should provide valuable information, including the premium products. If you’re not sure about the quality, value, or relevance of the offer, it doesn’t belong on your promo list. Only recommend high-quality items that have a good reputation and meet your subscribers’ wants and needs.
- Spice Up Transactional Emails – One quick way to boost your income is to use the transactional emails such as thank you, welcome, shipping confirmations, invoices, and more. To do this, add a cross-sell or upsell at the bottom of the document. A nice, “Thank You for your business, here’s a gift,” always works well.
- Repurpose Content for Your List – The great thing about content is that it can all be repurposed, reformatted, and reorganized for other uses. Updating an older blog post can become the reason to send an email. Just link back to the blog post, which now has updated content and a new opt-in that promotes your private, inner circle paid membership.
- Poke the Dragon – Sometimes blunt, descriptive reminders of situations and pain points can prompt people to take action. Simply write an email that educates readers about a strong pain point and the associated problem. You can also mention how to solve that one problem with an offer.
- Show Enthusiasm – When you are trying to get people to buy something, don’t apologize for sending a promotional email. Instead, tell them the benefits, as well as why you wish you had access to it earlier. Example, “I wish I had this “Mom’s In Business” system when I started my business! I could have spent so much more time with the kids, when they were little. Check it out. I can’t wait to find out if you are as excited about it as I am.” Enthusiasm is catching.
Some people say you should send three informative emails for every one promotional email. However, depending on how you do it and your niche, there is nothing wrong with including some kind of “resource” in every email. You just don’t want to make a product the focus of too many emails. As long as the “resource” you share is related to the informational or educational content provided, you should be good to go.
Speedy Sites has helped numerous Southeast Michigan small business with their email marketing process. We can help you choose an email service provider, set-up your list, craft the content for your emails and monitor your results. Our clients in Waterford, Warren, Southfield and all over Michigan have gotten off on the right foot with their small business email marketing. Call us today at (248) 894-4445 or email us for more information.
