3 Smart Email Marketing Hacks That Will Get You More Clients
I have a confession to make: I'm a serial unsubscriber.
If I don't open your emails for a few weeks in a row, it's not because I don't like you. Really, I think you're great. But I have limited space in my inbox (and my attention span) and if your emails aren't relevant to my life or my business right now, I'm pretty ruthless about kicking you out.
Email marketing is on everyone's mind: you're constantly being told to build, build, build! But don't forget about the readers who are already on your list. You can send out your bi-weekly newsletter, but without a strategy behind it you're making friends, not clients. And let's not forget - the end goal of email marketing is to build relationships and turn them into paying clients. Otherwise, you're running a hobby - not a business. (Tweet that!)
1. Send a personal email.
A new visitor to your site checks you out, reads a few blog posts, and gets excited about your opt-in offer. BAM! New subscriber.
But when your new subscriber doesn't hear from you until your next email blast, the novelty wears off. She's not excited about you anymore, and she probably doesn't feel attached to anything you send her. BAM! Unsubscribe.
Stop this cycle: each day, set aside a few minutes to send a personal email to every new subscriber on your list. Forward your last email blast so they're in the loop, and ask what they're working on and how you can help. This may not feasible if you have a huge list with tons of new subscribers each day - but for many of us, it's a quick, easy, and genuine way to make a connection. Suddenly, you're not just an email - you're a human, a relationship, and a valuable resource. (Shout out to Jess Lawlor for this great strategy!)
2. Start a swipe file.
"How do I write in a way that my readers can relate to?"
This is a question I hear regularly from all of you, and my answer is always the same: speak their language. Use their words strategically in your web copy, blog posts, and email blasts to create an emotional connection. And now that you're having personal conversations with your email subscribers, you have access to a gold mine of client language.
When a reader tells you about their goals or shares a struggle they're having, keep a copy of their words in a swipe file. Whether you use Evernote, Google Docs, or Post-it notes on a cork board - do not let it go to waste. Use this file as inspiration when you're writing your next email blast, and sprinkle some of their language into your copy.
I use this strategy for my own web copy and blog posts, and I regularly hear things like, "I just read every word of your website - I feel like you wrote it for me!" Readers who feel connected to your brand are twice as likely to hire you. Trust me, this works. Do it.
3. Track your leads.
When I started building my email list, I kept a separate folder for conversations with my subscribers. This worked well for about a minute, until I started losing track of emails and forgetting to follow up on project opportunities. Not only was this overwhelming - it was harmful to my business. I was missing out on the chance to turn strong relationships into clients.
When you start sending personal emails to your subscribers, the number of conversations and relationships you develop will skyrocket. You need a solid system to track these relationships - especially when you discover an opportunity to work together. Thanks to this tutorial, I now use Asana to track potential clients. I keep all the details about the business, struggles, and potential opportunities and I schedule follow ups directly in the app. You can adapt this into any method that works for you, as long as you're tracking and following up on opportunities that develop from your email list.
Ready for a challenge?
Follow these three steps for the next two weeks. You'll be amazed at the difference an extra 15-20 minutes per day can make. And naturally, I want to hear about it - so make sure you leave a comment!
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