How amazing does it feel when your hard work finally pays off?
After a few weeks (or months) of dedicated effort, you finally managed to build a small tribe of followers via your email list. And they can’t wait to hear what you have to say.
This deserves a virtual pat on the back: many companies struggle to get to even reach this point. Don’t celebrate too much though— this is only half the battle.
Now you’re standing in front of a bright, wide-eyed digital audience wondering what to do next. And if you’re not careful, your next move could cause your readers to “unsubscribe” ASAP.
But we won’t let you get to that point.
That’s because today’s article will teach you how to keep your email subscribers interested in what you have to say. We’ll even show you how to get your readers involved.
Ok, enough promises. Let’s get down to business.
Consistency is King
We’re all familiar with the overused phrase “Content is King”, but I’d argue that consistency is king, especially when it comes to your email list and company blog.
After you build your email list, you have to stay with it consistently.
It’s never a good idea to let your email list turn cold, but sometimes life gets in the way and you have to put it on the backburner. However, once you get back in the swing of things, avoid straying again.
Your email list is going to expect this from you; it’s an unspoken promise you made when you asked for your readers’ email addresses.
Now, I’m not suggesting that you send an email out every day, but you should send at least one email per week. This keeps you fresh in your audience’s mind.
You’ll also want to keep the timing of this email consistent too. If you notice that you have higher open rates on Tuesday mornings, you should send your emails out every Tuesday morning.
Let your audience know this in your welcome email. Spell it out clearly for them so they know what to expect.
But, Devan, what happens if I can’t make it three Tuesdays from now? What should I do?
Let your audience know.
When you build this consistency, your readers are going to look forward to your Tuesday morning emails. It’s going to make them excited to see what’s in store for them and they’ll eventually come to expect it.
If you have to miss one week, or you need to launch it on a different day, let your readers know this and be as transparent as possible.
The same goes if you need to send an email out later then usual. Let them know why you were delayed. Were you hard at work improving your product or creating something new and exciting?
Keeping your readers in the loop will make them feel more connected to your company and its message.
Target Your Message by Segmenting Your List
Speaking of messages, we’re all inundated with a ton of emails on a daily basis (121 to be exact). And there’s nothing more frustrating than feeling like you’re receiving too many emails that don’t pertain to you.
If you’re like me, emails like these send you right to the “unsubscribe” button.
That’s why it’s important to target your message and segment your email list into different subcategories.
This is a piece of cake for most email platforms, and it’s beneficial to both your company and your audience.
Targeting your messages makes your readers really feel like you’re speaking to their needs specifically.
Try segmenting your list into categories such as:
- General newsletter sign-ups
- Opt-ins (create a new list for each opt-in)
- E-course/E-product support
Once you’ve set up your email segments, check out your email analytics and keep an eye on how they’re performing. What insights can you gain from this information?
Are you finding that your opt-in follow up emails are receiving more engagement than your giveaway ones?
Adjust accordingly to gain the most engagement. Remember: your emails are dynamic, not static. Don’t ever “set it and forget it.”
Educate, Inspire, Repeat
On top of targeting your message, you’ll also want to focus every email on providing your reader with something of value.
You can’t sell your products or services in every email. This is another fast track to the “unsubscribe” pile in my book.
Instead, focus on educating and inspiring your audience. Ask yourself, “What can I teach my readers?” and “How can I motivate them to take action?” This motivation to take action is not, “How can I get them to buy my product?”
This is about how you can inspire them to make one small change that will benefit their life in some way.
Remember, you are the expert. They gave you their email address with the hope of getting your unique help. So provide that help with every single email and blog post you send out or publish.
As you help your readers and educate them, they’ll build their trust in your expertise. They’ll be more likely to pay attention to what you have to say when it comes time for those sales emails.
Your key takeaway here: the more you can help your readers, the better.
Reward Readers with Giveaways
Giveaways are another way to keep your readers interested in what you have to offer. Who doesn’t love the chance to win something free and cool? You don’t have to give away the house here; think about what you have of value to your readers.
If you’re in a consulting type business, a good giveaway could be a half hour of your time. For a product-based business, maybe you give away your latest e-book or early access to a new course you’re launching.
Generate excitement for whatever you’re giving away by sending out an announcement email that gives your readers instructions on how to enter.
Once you’ve selected a winner, send out another email congratulating them and thanking the rest of your subscribers for participating.
These types of emails and giveaways don’t have to be a monthly occurrence, but once every three months or so doesn’t hurt. Giveaways keep readers on the lookout for your next one and show that you genuinely care about them.
Ask for Feedback
Asking for your readers’ feedback is another type of once-in-awhile email that keeps your readers happy.
Let your audience know that you’re trying to create content that helps them. Make sure they know that without their input, you’re just going by what you think will help them.
Users love to voice their opinions, and giving them a chance to do so is one of the best things you can do to keep your audience engaged.
As you can see, there are a few specific tactics for keeping your list of email subscribers engaged. Focus on consistency and providing your readers with something of value and they won’t hesitate to read what you have to say. It doesn’t hurt to ask for their feedback or announce a contest either.
Whatever you do, don’t let your email list get cold and try not to push your product too much. Alluding to it every once in awhile is okay. Constantly pushing it down your readers’ throats is not.