Did you know that email marketing is one of the best ways to increase your ROI? And most importantly, connecting with subscribers is one of the best ways to have a healthy email list with active subscribers so you can sell any of your products and services.
I’ve seen anywhere for every $1 spent, businesses can expect a return of $36 or up to $42. I’d love to see an ad that gets results as amazing as this!
The challenge is that we’re so drawn to getting NEW subscribers or leads, but what about the ones already on our email list?
I guess we forget about the value of our existing ones. Our current subscribers have already shown an interest in our brand and have opted-in to receive emails from us. They're a captive audience that we can engage with and build a relationship with over time.
So what can happen if we don’t take care of our current subscribers? We risk losing them to unsubscribes or disengagement. We also miss out on the chance to nurture them further and turn them into loyal customers or advocates for our brand.
So, what can we do to address this challenge and engage our existing subscribers? The key is to focus on providing value and building a relationship with them.
Of course, all of the usual tactics like segmentation, automations or flows, and being consistent apply here, but I’m talking about other tactics that are not “in the books”.
For example, I recently had a call with one of my monthly clients and we send two emails per week to their audience.
Instead of sending the usual newsletters, we decided to cut down some of the content and implement a slight change that will give a ton more value to the subscribers. I’m talking about highlighting specific content, doing a “Friday Advice” kind of thing, or something cool that people would love.
The point is that with email marketing, it’s always about the same thing… I call it the 4 C’s:
Consistency: The rate of sending emails to our audience.
Connection: The intrinsic goal of every email campaign.
Customization: Tailoring the content of an email to the specific interests and needs of the recipient.
Conversion: The end goal of email marketing.
By following these principles, we take care of our own and we maximize how we treat our audience.
Are you following these principles? Yes? No? What is holding you back?