“I don’t want to spam my list by emailing them too often.”
I hear this frequently from heart-centred entrepreneurs and I get it. No one wants to come across like a used-car salesman.
If you’re holding back from an important marketing tactic out of fear people will think you’re pushy, it’s time to reframe the conversation in your mind.
You perform a valuable service.
The people on your list signed up because either:
- They thought something you offer (a freebie or paid service) could solve a problem they have, or
- They are interested in you as a person.
Some people on your list genuinely want to hear from you. Some of these genuinely need your help.
It takes people on average eight encounters with a brand to remember it.
That’s why on TV (and increasingly on social media) you see the same ads over and over.
When you send out multiple emails, you give your audiences a chance to get to know and remember you.
Furthermore, the stakes aren’t as high as you think they are.
For most people, less than one-third of your list will open your emails. (Smaller lists tend to have higher open rates because people personally know the sender.)
This may sound discouraging, but it’s not because…
If your subject line is compelling, the right people will open your email.
After all, you’re reading this! 😉
Remember, marketing isn’t about you.
It’s about connecting with the people you serve whether that’s through
- an ongoing content marketing strategy to build your know-like-and-trust factor or
- a sales campaign that helps prospects who are ready to buy transform their lives through your services
Emails are one tactic in a larger content strategy.
But the only way to benefit from them, is to take a deep breath and hit send.
I send my weekly emails twice: once on Friday and once on the following Tuesday with a different subject line to people who didn’t open Friday’s email. It’s an easy cheat to boost open rates. You can automate this in Mailchimp or Mailerlite.