How to Create A Profitable Email List
A lot of people who know me know that email lists are my jam. I love them so much! And back in my the beginning of my business, when I was extremely introverted, email lists were how I grew my business, and eventually helped me reach six figures. With that being said, I'm going to take you through exactly what I did and what I recommend when growing or creating an email list.
3 STEPS TO START YOUR EMAIL LIST
Here is where you ask yourself, “What do people want and need?". You're going to have to do something to get people to sign up for your email list. You see them all the time, "Download my free habit trackers" or "Download my free calendar." In my honest opinion, those are too fluffy. Something like a free calendar or tracker is not to-the-point. You want to give them something really good, like a five step marketing plan or 10 ways to heal your relationship with food. You want to get deep into your ideal client's pain points, and this is where I highly recommend you do market research. Another way you could do this is to go through your list of clients and yourself - What did this person struggle with? What helped them the most? You're going to notice a trend when you do that.
It's absolutely okay to give them something that you currently coach on. A lot of people are afraid of doing that because they don’t want to give people something they charge for. The thing is, you can give them value, give them action steps, etc. and then in your one-on-one coaching program you can go deeper and customize it to their needs. That's the difference. When people pay for a coaching program, yes, they are paying for a transformation, but they're more than that they are paying for a custom transformation. So do your market research and look at your signature offer or core program, and see if there’s anything inside of those that you could share. Take your time with this and pick a couple things you can create.
2. Create your freebie/opt-in
After you look at the data and decide what your ideal client would want, it’s time to create your freebie or opt-in. People want something that's going to give them a transformation, and your freebie has to be something that they can implement and get results pretty quickly. Because what will happen is that they’ll see the transformation you gave them with a freebie and they will be interested in what else you have to offer. Give them something that blows their mind so that they come back. And now that you have them on your email list, they will be reminded of the transformation when they start getting nurture emails.
One thing I do see a lot is a resource library. Those can be great, but make sure that you market each item individually, not just the whole resource library. I saw this quote the other day that I thought was brilliant, “People pay for painted walls, not paint.” So true! And it’s the same thing with your freebie. People sign up because of the transformation that they see in it. If you’re promoting a resource library, they don't see the transformation. They may see a whole lot of information in there, but it's not enough to make them want to put their email address in. So if you have a resource library, make sure to market every single item inside the resource library.
3. Draft your standard sequence
After you've done your market research and you've got your freebie down, you're going to draft your standard sequence with really good value. So you’re actually going to create two sequences. The first one is your standard sequence, or what I like to call your nurture series. It's a standard sequence that runs immediately after they get your freebie. Inside that sequence, you're gonna create five emails that are packed with action steps. You've got to give them things to implement. For example, they download your “Five Steps to Creating Your Own Marketing Plan.” The next email could be about seven ways you can get a client today. The next one needs to be something else, and so on. So you need to create five emails that give them action steps and results, even if it's small. You've got to show them that you know what you're talking about.
You also want to always make sure that you add a cliffhanger at the end of each email telling them what they can expect in the next email. Okay. So, for example, your email may be about seven ways to get clients, and then at the end say something like, “Be sure to be on the lookout for my next email, where I'm going to teach you how to overcome your fear of live video.” Always let them know what they can expect because there will be people who will be waiting on your email.
So, they download your freebie, and then they start getting your nurture sequence email. As far as timing, I recommend doing them back-to-back with 24-hours in between.
At the end of the standard sequence you're then just going to put in a workflow in your email marketing platform that those subscribers go into your main list. Now, this is where consistency is key. I'm not even kidding when I say, consistency is currency. You have to be consistent for them to take you seriously. The way most of you show up on social media, you want to do the same thing in your email. After the nurture sequence, this is where you connect with your audience. Share the highs and lows. Let them know they are not alone. And consistently put out content! And I don't mean weekly or monthly. If you're going to fully rely on email marketing to produce income, I highly recommend you send an email at least every other day. Now, can you create income sharing less? Yes, absolutely, but if that is your main marketing platform, I highly recommend giving them something every other day. No matter what it is, whether it's just checking in, telling them how your Tuesday went, whatever that looks like.
So you may be wondering, “When do I pitch them?”. I actually came up with a little method to help with this called the Seven Up method. This method is basically, show up seven times and then upsell. So send them seven emails where you give lots of value, action steps, etc. and on the eighth email, you pitch something, whether it's your one-on-one coaching, a product service, whatever it is. That is what I did for a very long time. You may get people that tell you otherwise, but the truth is that there's no right or wrong way to do anything in business. I don't care what anyone says. Are there some things you could do better or tweak? Yes, but business is all about learning your audience and learning what they want. You've got to see what they really love and want, see how they react to it and then adjust accordingly. So, with that being said, if you find that you do better when you give value in 5 emails and then pitch in the sixth, then do it. Test it out! You've got to find what works for you, but you can always start with the Seven Up method.
EMAIL LIST TIPS
So those are the steps to creating your email list, now here are a couple tips.
1. Update your freebie frequently
Update your Freebie frequently. Do not keep it the same thing for a year. That's hurting you more than anything. So what you want to do is watch the data that goes on behind your business. You've got to see what people are clicking, what people are doing, all the things. So anyways, make sure you're watching your data and seeing, and when you start seeing numbers drop just a little bit, change your freebie. You've got to mess around and tweak things as you get more information. This is a lot of times where resource libraries come about because over time when you create all of these, you're going to have a bunch of them.
2. Don't get caught up on the numbers
I know I just said watch the data, which is super important but what you really want to watch for are trends more than the actual numbers part. For example, your email marketing system will show you open rates and such. People get so caught up on that and get discouraged. I'm telling you right now that you can build a six-figure business on a 32% open rate. Seriously, probably even smaller than that. So don't get caught up on those numbers. What we want to pay attention to again is the trend. Maybe you notice one got downloaded more than the other. Great! That one was probably really hit their pain points. And, yes, unsubscribers are going to come. And guess what? It’s okay. It may be your aunt, Susan, who you thought loved and supported you, or maybe Becky, your friend down the street, who also has an online business. It’s okay. They're just making room for someone else. That's what you have to tell yourself. It's going to happen. Early on in my business, I had a really good friend unsubscribe from my email list, and I was devastated. I felt like they had kicked me out of their life, but at the end of the day, I just had to get over it and now I'm fine. But, moral of all this is that it's normal. We're human, we have emotions, but this is a business and you've got to remove that emotion sometimes.
3. Don’t half ass it
Excuse my French, but really, don't half ass it. Don't just throw something together. Put everything into it. I promise you, your potential clients know that you threw it together. So make sure you put your all into it, if this is something you want to do.
4. Consistency is currency
I say this all the time, but consistency is currency. Show your audience that you’re dependable. You don't have to be fancy, just be consistent. A lot of these email marketing programs have templates and cool things you can do, but it’s not the important part. Just get the words in an email and keep moving forward. People don't care if you have unicorns flying or rainbows or whatever, they care about what’s in the email. So keep it super simple. Obviously you can add your logo and colors and such, but you do not need all the extra stuff that goes into it.
5. Revisit your pain points frequently
I feel like I should yell this from a mic because this isn't just for email marketing. This is for your business in general. Revisit your pain points once a month. Always go back to your messaging and see if anything needs to change. I get a lot of people who feel like they have their messaging down, but then come to me later and say, “I feel like it’s changing.” It is! Your messaging will change! Ask yourself - do you as a person stay the same? No. You continue to change and grow, and so does your ideal client. So you've got to make sure you're following them and staying with them as they're on their journey, whether it's in the trenches or whatever. So you've got to make sure you revisit your pain points frequently because your ideal client is growing with you.
So this isn’t really a tip, but I get asked all the time what email marketing platform I use. I used to love MailChimp and I used to love ConvertKit, but right now I am obsessed with Flodesk. Of course it’s beautiful, but it's also so easy and my team loves it. You can actually get 50% off the Flodesk if you click this link.
Here is another thing, if you don't even have an email list, don't feel like you have to have one just because every other online guru has one. Just because they have one, does not mean that you need one. If that's not something you want to put your energy into, don't do it. Because guess what? All it’s going to do is waste your time where you could be doing things you actually enjoy. Because it will show. Even if you have an email list now and you don’t enjoy doing it, let it go. I give you permission to release it. You don't have to have an email list to build a big business. This is just another way you can grow your business. Personally, I love email marketing. I actually love email marketing, but I hate Facebook. So I put my energy into email marketing as opposed to Facebook. So don't do it because you feel like you have to, do it because you want to!