You guys know how I hate to brag. BUT. I have a very good reason for it this time, I swear.
Christy Lingo is a professional organizer and owner of Simple Solutions Design. She also happens to be a good friend of mine here in Columbus, Ohio so you know she’s heard me preach marketing a time or two.
One thing I always seem to be stressing when I’m talking with friends about their business is the importance of an email list for retaining the contact information of site visitors. Well, Lingo decided to take my advice and I’ll let her tell you the rest:
When we met in September, Amy emphasized emphatically the importance of using my email list and using it well. I think her exact words were something to the effect of ‘if someone is going to let you into their email box, you need to take advantage of it.’
Since our meeting, I’ve changed my e-newsletter from quarterly to monthly. Per Amy’s advice, I didn’t give away the whole kit-and-kaboodle in the emails but instead provided a generous teaser with links back to my blog posts to encourage more traffic, interest in my previous posts, and my business in general.
She also encouraged me to add an opt-in box for my newsletter offering “something for free” on my page. As a professional organizer, I decided to offer 10 Free Things You Can Do Tomorrow to Feel More Organized.
Since implementing her suggestions, my email list has grown monthly, my e-newsletter open rate has gone up 8%, my blog traffic has increased AND I gained 3 new clients.
Yay Lingo! I was so excited when I heard this story recently, I BEGGED her to send me the details so I could share it with you. Email marketing is so so so important because that’s where the real business gets done. If you take away anything from this story, I hope it’s these three things:
- Do not have an active blog without an active email opt in form. I don’t care if you don’t know what to send your email list or if you have time to figure it out. If you are making an effort to create content for an audience on your blog, you need to get them on an email list so you can remind them in the future that you exist, they love you, and they should come back to your site very soon! Still unsure? Check out Katherine’s piece on building an email list from scratch.
- Give something away and you’ll get the commitment. People are very possessive over their email addresses. So you can’t just depend on a field that says “sign up for my newsletter” to do the job. The die hards will opt in regardless. It’s the non-commitals you need to sway from the fence. Give them a reason to take action and stay in contact with them so they remember you. This strategy helps me achieve aboout 80% of my subscribership.
- Stick to a schedule – no matter what that looks like for you. If you are on my list you know that I email once per week. That’s what makes sense because I create a lot of new content in that time to let subscribers know about. But if your content creation is less regular or you’re only sending certain information through email like sales and coupons and you don’t need to send quite as often, then that’s fine. But don’t get all these emails and then not connect with them for months to years. They will forget who you are and when they get your “I’m ready to do this email” they will jump ship.