The Email Marketing tips you need to start Growing your List
Lists, segments, welcome sequences, automations - it's a lot. You know you need to grow an email list, but you're not sure where to start, what to send, or how to promote your stuff without constantly selling. In this episode, email marketer Rachel Gilliam is answering it all and giving her best advice on how to succeed with your email marketing.
HOW DID SHE GET HERE?
Rachel majored in marketing in college, and interviewed for an internship, where they ended up offering her a full-time position that allowed her to try out various parts of the company. When she discovered email marketing, she was hooked instantly. She was managing email marketing campaigns for quite a few large, industry-leading companies, and loved it.
Now, 6 years later, she has transitioned through a few companies and agencies, but always stayed true to her passion for email marketing and getting sales through inboxes. She works with entrepreneurs and small business owners to nail down their email marketing and start growing their list and selling to their clients through email.
WHAT IS EMAIL MARKETING AND WHY IS IT USEFUL?
Email marketing is your way to communicate with your audience through an email channel. You use an email service provider (ESP) like MailChimp or ConvertKit to send massive amounts of emails out. It isn’t 1-to-1, it’s 1 to your audience - whatever size that may be. It doesn’t have to be complicated, but it’s a channel where you have a lot more control.
WHAT SHOULD WE LOOK FOR WHEN CHOOSING AN ESP?
The most basic thing is to make sure it can integrate with your website. Almost all of them will do this, but it’s the biggest piece of the puzzle, so you want to make sure. From there it’s about deciding what’s best for your business and where you see your business going in the future. MailChimp is great for making emails prettier and more organized, while ConvertKit allows more sequences and automations. It’s all about what’s going to matter most to your business.
HOW DO WE ACTUALLY GET PEOPLE ON OUR EMAIL LIST?
The best thing you can do is to create a pop-up on your website. Pop-ups convert like crazy, and they really work. It doesn’t have to be super fancy or complicated - even something as simple as saying “Sign up for my weekly newsletter” will work - but you need something that grabs their attention and makes them want to subscribe.
Offering freebies, quizzes that provide valuable results, or a video series or course are great ways to give an incentive to your audience to join your list. This way you’re providing some type of value and expertise to your audience in exchange for their email address.
HOW OFTEN SHOULD WE SEND EMAILS AND WHAT DO WE SEND?
It really depends on your type of business and content, but you should be providing as much value to your audience as possible. If you don’t have anything to say, then sending an email will be a waste and likely get you some unsubscribes. At the same time if you’re a content creator and only sending 1 email a month, you’re going to get lost in their inbox. Find what fits your type of business and your audience’s needs.
If you’re sending weekly emails, use the first 3 for relationship-building. Show your audience a podcast you’ve been featured on, a blog post you think will help them, etc. Then on the last email you can sell them on something or promote your product or service.
Think about it as a long welcome sequence.
You should be constantly nurturing the relationship and adding value to them. Don’t put them through a welcome sequence and then sell to them nonstop. It should feel like a cool conversation between you and your audience. Reuse content if you need to, but promote your content in a way that’s focused on adding value to your readers.
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