It’s essential for any business to understand the real value of a person’s email address. Every client/customer/fan who willingly gave you their email saw the value in what you have to offer.
Ask yourself these 3 simple questions:
1. What do people like the most about my work? Every email should act as a billboard that brilliantly showcases your greatest asset(s). Everything else (your personality, lifestyle, brand) should support that asset with enthusiasm.
By going the extra mile with professional photography, graphics and a simple layout, you’ll grab people’s attention while adding perceived value to your business.
2. What should this email accomplish? Ben Chestnut (Co-Founder of MailChimp) once said, “Don’t send the email unless you have something to say.”
Engage your subscribers by steering them towards a specific goal; whether it’s to purchase an item, attend an event, or share a blog post on social media. The best way to get people to take the next step is to present bold and seductive “call-to-action” buttons.
3. What’s an appropriate frequency of email deployments? Knowing this is will play a key role in determining how valuable your newsletter is to your audience. Too many emails can seem desperate and spammy, while too few can seem half-hearted and disengaged.
Most industries have already discovered a good “sweet spot” frequency for maximum conversions. Start by subscribing to the newsletters of related businesses that are similar in scale to your own. Once you’re on a few lists, it’ll be easy to imagine your audience’s perspective. Not only will you get a sense of how many is too many (or too few), you can also come up with ways to make your newsletters even better than the rest.
From there, split testing, surveys and tracking your analytics will help you understand what it is about your newsletters that people either like or dislike.
How To Acquire Email Subscribers
Persuading a potential lead to provide you with their email is often a two-way street. The most successful method is to offer something of value in exchange for their subscription. This can be a free consultation, ebook or discount on a product.
Once you have something to offer, there are a few ways to get the word out to the public. For example, paid advertising on Facebook is an easy way to effectively reach your target audience.
In the meantime, it’s also important to organically grow your audience on all the major social media channels through regular, personable interaction. You can create some hype for your free offer by providing sneak-peeks to your followers.
Of course, your website should include an obvious opt-in box on every page. Some websites can get away with a “pop-up” sign up form, although I don’t always recommend this as they can often feel too pushy.
Aside from having a small subscription box on the footer or header of your website, it’s also wise to devote one of your web pages to really selling your newsletter. Clearly state your free offer and include a couple of good reasons why a subscription would be beneficial. Post links to this page across all your social media channels.
Emails can also be acquired at live events, at the cash register, Facebook apps or through apps on your smartphone. What’s most important is that you get these emails by being completely transparent and authentic. Never offer something you can’t actually deliver and NEVER purchase an email list from a third party because it’s a waste of time and money. You were not invited into those inboxes and your product most likely holds no value to those recipients. In fact, you would literally be SPAMming people.
Here are 5 reasons why, as an artist, I prefer engaging with clients via email newsletters over all other channels of direct marketing:
1. Instead of begging, here’s an opportunity to stay in touch with my clients and inspire them with meaningful content. This keeps me on their radars and may lead to future commissions.
2. It takes the place of cold calling past customers/clients/fans.
3. Subscribers have the option to fill out basic profile information. This way, I can send a special message on birthdays or other relevant occasions.
4. I can’t expect my subscribers to recreate my sales pitch to someone else. However, they can easily forward my email to a friend or post it on social media.
5. All my social media buttons are presented in plain view for my clients to click and stay connected to me.
If you’d like a free consultation to discuss your email design and marketing needs, please CLICK HERE.