The money is in the list, we all have heard this by now, but what are the actual reasons you should build an email list?
Or should you even buy an email list if you don’t have one yet?
What is it that you can use an email list for, and why should you focus on adding subscribers?
You Control Your Email List Traffic
Number one, you control the traffic. It is super important that you are in control of the traffic coming from your email list.
Facebook can shut down your ad account whenever they want, YouTube could ban your account whenever they want, the same is true for every other social media platform.
With your email list, nobody can take those addresses from you. I am a bit paranoid and run monthly exports of my email list, so I can save the addresses in a CSV file on my computer (in an encrypted format, so that the data is protected).
When sending an email and including links to your website, you can even make tracking a lot easier by adding UTM parameters to your links. This allows you to clearly identify website visitors in the Campaigns tab in Google Analytics.
Build A Strong Relationship With Your Subscribers (That’s Why You Don’t Buy An Email List!)
Secondly, you build a strong relationship with your email list subscribers. By consistently sending them emails, they get to know you, they get to like you, and they get to trust you.
If you bought an email list, you’re essentially spamming people who have never heard about you and have no relationship with you whatsoever.
You can’t even be sure if they’re interested in what you’re offering. Don’t buy an email list – it’s as simple as that.
Emailing people who didn’t give you permission to send them messages is against the law in most countries, too. You can get sued for that, e.g. in countries where you have to comply with GDPR.
Email Marketing Still Has A High ROI
And thirdly, it is a brilliant and still the most profitable way to sell your services. Email is still the best ROI in marketing compared to Facebook ads, compared to YouTube ads, email on average still outperforms any paid-traffic channel.
Based on the above, you can see that there are many ways to use an email list. However, you want to only add people who are interested in your content, so find some marketing angles for your business that attract those people.
There’s no point in having 100,000 subscribers if only 1,000 of them open your emails. You’d pay for 99,000 lurkers in your email marketing software – not exactly a great use of your hard-earned money.
How To Build Your Email List
The best way to build your list is to make it an opt-in list and give people a reason to sign up.
I would recommend that you answer the following questions when building an opt-in email list:
- What is the incentive for subscribing?
- What value will subscribers receive from my content?
- How often should I send emails?
Create some form of lead magnet or bonus that people will receive when opting in. This can be a PDF, a video training, or a checklist.
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While Making A Bigger Impact On Their Audience, And Adding Targeted Subscribers To Their List.
If you’re running a summit, the free summit sessions are the lead magnet.
People will sign up to your email list because they want to attend the summit and see the sessions.
This is true even if they’ve never heard about you before because you’re bringing together thought leaders and influencers they do know, like, and trust.
When a new subscriber joins your list, it is important to get them engaged with your content. There are two ways of doing this:
The first is to offer them some value upfront in the form of a lead magnet (we talked about that).
The second is to offer them one of your best pieces of content for free. This could either be an eBook or a training video.
You’ll want to send these items right away before they forget about who you are and what you’re offering.
Do not send promotional emails during this time, though – that will turn off any subscriber. You’ll want to give them time to absorb the information and then start inviting them into more advanced conversations with you.
This is just one strategy you can use to increase your ROI from email marketing – there’s a lot more to talk about obviously.
The most important takeaway is that email marketing should be your focus in scaling your business (at least in my humble opinion.) I’ve seen too many ad accounts got shut down or websites taken offline…
My Favorite Email Marketing Tools
I use ActiveCampaign for my email marketing. The automation features it has are insanely powerful and allow me to not just handle single campaigns but the most complex sequences with ease.
To avoid wasting too much time in writing emails and coming up with ideas, I use Notion to keep track of my content marketing schedule. Here’s a short video about my process.
I’m also leveraging an AI-based tool called Jarvis to come up with content ideas and to refine my emails. Jarvis doesn’t give me text that’s ready to copy & paste into an email.
But it is brilliant at writing subject lines, expanding on my text, and giving me new angles I hadn’t considered when writing my email. Click here to give it a try.
Build an asset you own and start leveraging it!