How To Nurture Your Customers with an Email List!

Luria Petrucci 04.04.2016 0 comments

Part 2 in our “Nurture Your Community” series. In this series, we’re diving into one way you can nurture your community on each show. When you take care of your community, they turn into customers!

We define “nurture” as communicating with them. Building a relationship with them. Getting to know them. Allowing them to get to know you.

Last week, we discussed using Chatrooms on your website to nurture your community. In future weeks, we’ll talk about:

  • Facebook Groups
  • Social Media
  • Video
  • Live Streaming
  • Newsletters & Postcards
  • SMS

If you are curious about another method you’d like discussed, or if you have a suggestion for another episode in the series, leave a comment below! We’ll work it in!

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Why an Email List?

Building an email list is SO important to building trust with your community, and potential customers! Think about how quickly all the messages on social go by. You have a chance at getting in front of people and getting their attention, but it’s MUCH less likely than when you arrive in their email inbox.

People only keep people in their email inbox who they want to hear from, so right there, you’re ahead.

Building an Email List

In order to build an email list, you can’t just tell people “subscribe to my email list”! You can SAY it all you want, but the take rate will be very small and it’s just not worth it. People don’t want just another email newsletter.

What do they want?

They want something valuable to them! So you have to decide the answer to this question:

What can I offer people that they WANT?

In order to know what people want, first you must know who your audience is. Then you need to know what they find useful. What are they struggling with? What do they need help with?

Create a cheat sheet, a “mistakes to avoid” worksheet, a video series… something that they can say “YES! I want that”, and they’ll be willing to give you their email address in exchange for getting the free content.

You MUST provide value to build an email list.

Tips for Nurturing Your Community Through Email

  • Provide more value: The value never stops. That’s your number one goal. Be valuable always.
  • Be consistent: Contact them often. Every single week, you need to be emailing people something of value. A short email to give them tips. Suggestions. A story that impacted your life. Each week, show up in their inbox. All the trust you build can be broken very easily if you don’t email them regularly.
  • Subject Lines: Write a good subject line! Be intriguing. Get them curious about what you’re talking about that day. Marie Forleo is fantastic at writing headlines! It almost makes you feel guilty for NOT opening them!
  • Link often: Don’t just put the link to your blog post, podcast, product, etc in your email once. Find ways to put it in there multiple times. People may not read all the way to the bottom, so you don’t want to hide it.
  • Talk to a single person: Don’t talk to the crowd. Write your email as though you’re talking to one individual. Write it as you would talk if you were sitting down for coffee with that one person on your list who’s reading it right now.
  • Set expectations: Let them know up front how often they’ll be hearing from you. Maybe even tease some valuable content that’s coming up. This serves two purposes. 1) It gets them interested in hearing from you again. 2) If something goes wrong technically, you’ll hear from them if they didn’t get it!
  • Survey your community: When you have an email list, you can easily survey your customers. This is good for BOTH you and them! When they’re able to tell you what they want, you can better provide more value to them by targeting their desires! And, when that happens, you’re better off. WAY better off! You have more peace of mind that you’re not spinning your wheels. And you sell more.

Your Challenge for This Week

Your challenge for this week is to start an email list if you don’t already have it! Think about one thing you could offer your community that they’d find valuable!

If you already have an email list started, put some of these tips in place to make it better! Tweaking is always necessary, and it’s a great thing to do!

Do you have a list already? Have you been scared to do it? Leave a comment! I’d love to hear your thoughts.

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