Lesson 3.1 - Rebel Boss University for Digital Product Creators

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Lesson 3.1

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How To Nurture Your Growing Email List

A lot of people focus purely on growing their list and then fail to nurture the list they HAVE grown already. Remember that it's equally as important to grow your list as it is to nurture the subscribers that have already opted-in.

Think back to the sales funnel. It starts with awareness (your blogs and content), then your email subscribers opt-in (to your freebie), and then you need to nurture them in order to build trust. Keep that in mind and nurture the hell out of your subscribers to keep them on the list!

Here are some tips to help you nurture your subscribers!

1. Personalize emails

When your emails land in your subscriber’s inbox, it should feel as if you’re talking directly to them. One easy way to accomplish this is to personalize emails with their first names. If you have ConvertKit (or really any halfway decent email marketing tool) you should be able to accomplish this easily.

2. Make sure your subject lines aren't too long - you want people to read and open them!

Subject lines that are around 70 characters or and up are the most successful when it comes to subscribers clicking through content. Alternatively, subject lines with around 50 characters or less have decent open rates. What’s the moral of the story? Avoid subject lines that are between 51-69 characters.

3. Strategically send your emails at the right time of day/night

While you may think it ideal to send your emails during the business day, think about how many other emails your subscribers are receiving during that time frame? When you send during business hours, you risk your email getting lost in the mix. Send your email between 8pm – Midnight so it lands in your subscribers’ inboxes at a time when the influx of emails is less overwhelming. If you send your emails during an ideal window, your subscribers are more likely to open it and read your nurturing content.

4. Thank your subscribers with some free goodies they never asked for

Remember that your email marketing approach should be to nurture your subscribers. What better way to do that then to thank them with free content? If your email marketing approach is just to redirect your readers purely back to your blog, what’s the benefit in them being subscribers? Why wouldn’t they just bookmark your blog and came back once a week or so? Give extra love to your subscribers. Once a month or so, reward them with something free and useful so they remember why it’s beneficial for them to be on your list. Consider emailing them a free worksheet, a case study, access to gated content, etc.

5. Keep your email design plain - it's better that way

This one was something I worried about a lot actually. I used to think a boring email design would negatively impact my open and click-through rates.

That’s actually not the case. Think about it this way: when you got a stunning email in your inbox, do you feel like it’s from a PERSON or a COMPANY? Usually it’s from a company – and it lacks that personal feel. When you have regular old email templates that just look like I typed you a message from my computer to yours, people connect to them more. They feel as if you’re sending a message only to them – and that’s how they SHOULD feel.

So, let go of the idea that everything needs to be shiny and perfect. Sometimes less really is more. (P.S. I used to love Mailchimp for their design functionalities and was relieved to see that ConvertKit doesn’t even have those options – they know that design doesn’t matter so it’s not even there to distract you).

Also – text emails are automatically mobile optimized – so that’s a huge bonus.

6. Don't spam your subscribers. Deliver targeted content to your subscribers by using tags and automation

A tag is a bit of information that is added to a subscriber’s profile that tracks their activity when they read your emails and click certain links. They can help you keep track of things.

For instance, when a person makes a purchase on your blog, tags can be added to identify that person as someone who’s already purchased your product. This allows you to ensure you don’t advertise a product to them they’ve already purchased (something that could easily corrupt a subscriber) and it allows you to target them more closely.

A good example: If I send out an email campaign with a link to my blog about a social media strategy, I can create an automation rule that says “Anyone who clicks this link will be tagged with “interest: social media strategy”. The next time I want to send out an email that talks about social media strategies, I’ll send it to the subscribers with that tag.

7. Use email sequences to target subscribers with certain interests

We talked about tags, so what about sequences? Sequences are automated series’ of emails that are delivered to your audience based on their behavior or actions. If you have a sequence of 7 emails for example delivered over the course of 3 weeks about social media strategy – you can program that to send to your audience tagged “interest: social media strategy”. That’s fancy stuff.

Targeted sequences allow you to nurture your list with content they actually want to read.

8. Use your welcome email to learn more about your subscribers

With today’s technology, email marketing functionality can really go a very long way to helping you build your business. In one teeny tiny welcome email, you can actually learn a ton about your subscribers.

Consider asking a question like, “What are you MOST interested in learning about – choose one”

  • Social media
  • Affiliate marketing
  • Email marketing

When the subscriber clicks on one of those bullets (which are active links), they can be taken to a page with links to your blogs that are in those categories AND they can be automatically tagged with that interest.

Example: if someone clicks “social media”, they are directed to a page with your top posts on social media AND they are tagged in your email marketing tool as “interest: social media”.

9. Keep it conversational by including calls to action

You may get caught up in the fact that you’re sending emails from your email marketing tool – but don’t forget that these are REAL emails going to REAL people. So try and get your subscribers to actually reply to your emails and start conversations through calls to action.

Ask your subscribers to hit reply and answer a prompt. You’d be surprised how many people actually DO respond. This is a great way to spark engagement and to get to know your readers on a deeper level.

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