You hear it all the time. Honestly, you hear it to the point of near-annoyance. Build your email list. Have a newsletter. Collect emails. Build a community using inboxes as your platform. But is it really important, and if it is, WHY is it so important? Let’s clear up the first part right away – it’s absolutely important. As for the second part of the question, let’s break it down into a few different reasons.
1. When you send your newsletter consistently, they’re a regular touch point with your audience.
If you’re building a list because you’ve been told it’s the right thing to do, and you’re never reaching out to those people who offer up their inboxes to you, you might as well not be collecting emails. But if you collect those emails and consistently provide them with high-quality value pieces, your newsletter becomes a powerful tool. The power of the newsletter comes in capturing the audience’s attention without battling against a bunch of other noise. Sure, you might be one of 15 emails in their inbox, but when they click into your email, it’s just you and them. No other place in your marketing or sales funnel do you get that level of intimacy.
2. Your email list is full of people who are definitely interested in your work.
Here’s the thing about an email list. It is a list, however long, of people who have voted for you. Whether you grabbed them via an opt-in offer or from a webinar, they said “Yes, I’m interested in what this person has to offer.” There’s no juicier piece of meat to feed your hungry hungry marketing monster (it’s a nice monster, don’t worry. Just hungry) than a database of, essentially, qualified leads. Every person who gives you their email by way of signing up for your newsletter, is saying they want to hear more from you. They want to dive deeper into your brand, into what you have to offer, into what you could do for them. That is some potent stuff right there, don’t let that opportunity go to waste.
3. They have given you express permission to contact them again.
Above and beyond giving you a vote of approval, people who sign up for your newsletter have given you their express permission to contact them again. That means you have an open door to share things with them, including sales information, at any given time. It’s really easy to abuse this power, so keep that in mind. If you want to see a magic trick called “Record number of unsubscribes,” immediately start shoving sales messages into your subscriber’s inboxes with ferocity and frequency. (Just kidding, please do NOT do this.) Take the responsibility you have to nurture your email list seriously, and offer free, high-level and detail-driven value a minimum of five times before you even attempt to send a sales message their way. Don’t get me wrong, there will come a time when you want to sell, and a group of people who have already taken action and expressed an interest in your brand and business is an amazing tool to have when that time comes. But if you haven’t gone through the effort of building trust with them first, an attempted sale will end up right in the trash box or worse – the spam folder.
If you’re ready to put in the work to make your newsletter memorable, valuable, and eventually profitable, you’re in for a wild and amazing ride. When it comes down to it, your newsletter really can be your business’s best secret weapon for building a connected community primed to buy.
Not sending your email list a consistent newsletter? Let Strong Virtual Support help – we’ll make sure your newsletter goes out as scheduled so your list continually receives that consistent connection to showcase your work. Contact us today.