Do you struggle with a process to keep your loyal subscribers loyal? One of the easiest things to do is to establish an email sequence to keep nurturing your prospective clients, as well as your existing clients. All you need to do to keep your loyal subscribers sticking with you longer is to ask and answer questions in the emails. You should have an email string as long as you have thoughts, and you can build on the volume as you find time. A good start would be 20-emails to be shared at least once or twice a week, but you be the judge.
Now, I don’t mean this is the ONLY information you should share with them, but if you can qualify your basic delimiters, you should have no trouble crafting great messaging with great subject lines to keep them engaged.
Here’s your delimiting qualifiers:
- When sharing information, what should your subscriber gain from this communication?
- What exactly are you offering?
- Why is what you are offering meaningful to them?
- Why should they listen to you as opposed to someone else?
- How will this email help your readers?
- How can this create a better bond?
- What is/are the calls to action?
That may sound easier than it is, in all reality. An experienced writer that crafts messaging for a living might not have too much trouble with assignments like these, but the typical business owner that would rather cut off his left hand (or some other body part) than sit and write email after email. But it’s crucial if you are to keep your loyal subscribers loyal.
So to help you with some of the blank-page syndrome you might experience from time to time, here are some thought-generators for you to move the keys on the old laptop:
- You can feature a particular case study as a download, but sketch it out within the email body. Not the entire thing, but perhaps just the gist. “For the complete case study, you can download it right here.”
- Share a personal story about you or your children, a loyal client, or something along those lines. Hey, there’s three emails you can create and just spread them out throughout your email sequence.
- Compare your own beginnings with success and failures that might resonate with your clients. Not everyone is off to the races when they begin a new endeavor, and relating to their struggles can be liberating and reassuring.
- Feature a product or service occasionally. You don’t have to sell if you craft a great message with benefits and a call to action. It doesn’t have to be sell-focused, those that relate will make a purchase.
- Talk about what inspires you to do what you do. How did you start out, what were the pitfalls? How did your family react when they learned of your new idea?
- You could always ask for feedback on how they find your information, your products or services, ask how they feel about the value proposition. You can get real brave and ask the audience what type of suggestions they might have to improve your offerings.
- Announce a recent victory. “This week marks the 2-year anniversary of _______!” It could be anything. How about “today is national chocolate (or whatever) day!” “We are proud to announce that we have just signed our 100th client.” You get the idea. Heck, here’s another complete volume of emails that can be spread through the sequence. This approach can create dozens of emails as long as you relate how national chocolate day has meaning to your business (maybe your grandchildren always expect chocolate when you visit them”
- How about a story about how you stumbled on the idea for your business, or product/service. Again, these could be multiple.
- Create “how-to” videos on steps in the use of your products or services. These could eventually lead to an info-product you can sell later down the line.
- It’s not all about you. Your clients spend more time with your staff members than they often do with you. Highlight your people, one at a time. You could even craft an email about your outsource people as well. Another volume of emails.
- Craft an interesting article on a facet of business and send it to them along with the link to your blog where they can see it with images, videos, etc.
- How about a holiday gift guide? Gift ideas can include your product/service along with recommending complementary products/services from others. If you are really good, you could strike a deal with those product/service owners and co-market to each of your lists. Win-Win-Win.
- How about your favorite memories of you growing up that helped form your character, personality, passion (here we go again with a dozen emails).
- If you are new to your locale, let people know where you used to live, and why you came to town.
- Share local news and events, even if you are not in either.
- Celebrate loyal clients and staff member birthdays, anniversaries
- How about just having fun by inserting puzzles, quizzes, teaser tips, (can you say volume?)
- Tie a story about some aspect of your business and the latest news trend. If a celebrity is making headlines, use their issue by tying them to something about your business.
- Craft an email that does nothing more than respond to frequent questions you fielded within a certain time.
- Among these fifty or more (yes, you can get at least 50 emails from these thought-creators) announce a new product or service and ask them to purchase it.
Keeping your loyal subscribers loyal is not that difficult if you can build a relationship via your messaging. Your emails, blog articles, podcasts, videos and what other content you provide hits them in their heart instead of their wallets it is so much easier to keep loyal subscribers loyal.
Remember, it’s about relationships, not sales that win the day. You shouldn’t be selling something more than one in 5 or 10 emails. People buy from people, not email solicitations. When they Know, Like, Trust, and Respect you they will not hesitate to purchase something that resonates with a need, and from someone they admire and support.