Last week we dove into Part 1 of monetizing your email list – which was getting them on there in the first place.
In today’s post, I want to share Part 2 of the equation which is to ENGAGE them.
It’s great to deliver on your promise and send them your opt in – but one email isn’t enough.
You need to set the stage with a follow up sequence that helps them get to know, like and trust you.
And, on average, it takes 7 “touches” with a potential lead (or in this case new email subscriber) for them to turn into a paying client.
So, what should you put into these engagement emails? Here’s a few ideas…
Best of Sequence
The fastest and easiest way to put together your lead-nurture funnel is by pulling a couple of your most popular, or your most valuable, blog posts and lining them up in a series.
This will not only help them get to know you, but also they’ll get a hint of “like” and “trust” in there as well as you show your writing style and expertise in the posts.
Case Studies/ Testimonials
Including case studies and testimonials is essential to build the trust factor.
Make sure to include a few in your funnel, or even think about including them at the bottom of ever email (and even your email newsletters!)
Your Mission
Send an email that answers the question of who you are, PLUS let’s them know the powerful why behind your business.
What’s your mission? Do you donate any proceeds to charity? Are you driven by your own painful experiences?
Open up and share the more vulnerable side with your list.
Take a Stand
Similar to the mission statement, this email kicks it up a notch. Make a very bold (even polarizing) statement. Curse if that’s in your brand personality.
Do everything in your (email) power to make those who will resonate with your message love you – and those who aren’t a perfect fit unsubscribe.
That may sound counter intuitive, given all the trouble that you just went through to get them on your list – but this series is about monetizing your list.
And if they aren’t a perfect fit – they’ll never buy. So don’t waste time trying to impress them or convert them – just get them off your list as soon as possible.
Ask to Help
Even though you’re automating these emails – you are a real person who can help them. And sometimes we can forget that!
Remind your new subscriber that there is a REAL person on the other side of that email.
Send out a short and sweet email that encourages them to send a response. Here’s an example I recently used with a client:
Subject: How can I help, Name?
“Hi Name,
I was thinking about you the other day and wanted to check in and see how you’re doing with {problem related to the opt in}.
Hit reply and let me know the #1 thing you’re struggling with this week with {insert you area of expertise}.
Once I get your question, I’ll send you back my best advice (on the house!).”
The final piece you want to make sure your lead nurture sequence includes (even after the sales pitch) is a “What’s Next” email.
As a new subscriber, it’s important that you set the tone for how often they’ll hear from you, plus if you’ll also throw in occasional “important” emails.
You’ll also want to give them a how-to for navigating your website (highlighting your work with me and blog pages), and to let them know the best places to connect with you on social media.
And with all that being said – you’ve officially primed your list to know, like and trust you – AND delivered amazing, valuable content that has them primed and ready to buy.
Click here to keep reading and find out the final part of the monetization sequence. (Post coming soon!)
Actual engagement is so KEY! “And, on average, it takes 7 “touches” with a potential lead (or in this case new email subscriber) for them to turn into a paying client” is such an interesting point and one that I will keep in mind. I definitely need to create a follow-up nurture sequence, but I like how easily I can do it. Including blog posts and case studies are simple and effective. Thanks for the reminder of basic things that I can do for better conversions. Very helpful and doable!
Absolutely! If you don’t engage them, they’ll never go from subscribers to customers.
YES! Take a stand. I love it when people encourage me to unsubscribe. Quality over quantity, right? Have you found that people actually reply to emails like the example you gave in the “Ask For Help” section? Or do they look right through it?
Great question! I would say that about 2% will respond – but the ones that do are always super valuable and really have been the ideal client. So, it’s still worth throwing it in. AND reminds them that you’re running a business/service.
Damn girl this is such a value packed post!! I needed this in my life. I love the idea of a “best of” post and a client testimonials email AND sharing my mission statement. I’m just going to do exactly what you wrote out and update my follow up sequence over the next week. Can’t wait for part three!!
Awesome! I think working all of those in would be amazing. (And don’t forget about the power of PS fields for sneaking in extra testimonials and links.)
“And if they aren’t a perfect fit – they’ll never buy. So don’t waste time trying to impress them or convert them – just get them off your list as soon as possible.” This is SO TRUE!
Thanks for the reminder that it’s about quality over quantity when it comes to list size. It’s easy to get caught up in the numbers and forget about what matters.
I love the tip about incorporating your past successful blog posts. Such a time-saver and so effective!
Couldn’t have said it better! Quality over quantity for sure – especially when most email software providers are charging you per contact. It’s important to just keep the good ones around.
YES!! I love these tips Jessica! Makes me want to tweak my follow up sequence. I really like the idea of the “Best of” sequence…just may have to do that one! Thanks for sharing your brilliance once again, Jessica! 🙂