Not many people mention email subscribers as their goal. I think this is because email is tainted. We’ve all been spammed. We’ve all been the victim of bad email marketing. Which makes it easy to believe that somehow our emails will be lumped in with the bad apples.
Naturally, we pull back only using email to handle simple tasks like sending out blog post updates.
But…this is a mistake. Email is incredibly effective and profitable.
I haven’t always been a supporter of the “internet marketing” guru crowd. Most of their advice isn’t worth a cup of ice cream in a blizzard but they did manage to get one thing right – they helped popularize the phrase –
“The Gold is in the List”
The phrase was inspired by direct mail marketers promote their products through mailing lists. A good mailing list could be worth millions even billions of dollars in revenue. Savvy direct mail marketers learned how to grow their lists by adding a well-targeted subscribers.
Internet marketers took this strategy and added a dash of technology using content marketing, well before the social media crowd got a hold of it, to attract and retain subscribers.
Frankly, I resisted using email in a meaningful way, for about 10 years until I began tinkering with a few email strategies. I saw a little success but nothing that turned me into a believer. However, about a year ago, I decided to devote almost 80% of my time on attracting email subscribers and delivering quality content via email.
The next step was to re-imagine my blog as the foyer to my email mansion. Every room in the mansion was stuffed with content that would delight, intrigue, educate, and serve my audience. Guests could come in and hang-out by simply being “polite” and giving me their name and email.
Today I have dozens of email campaigns being sent to thousands of readers. Email has absolutely ignited Pushing Social’s performance. Every client that has gotten serious about email has seen similar results.
That’s why the commandment “Thou Shalt Build an Email List” is the most profitable and personally rewarding one on the list.
Email…the WD40 of Blogging
Last night, my wife leaned over and whispered one of the hottest things I’ve ever heard uttered in our bedroom. She said “Babe did you know that WD40 is made with fish oil?” – Ooh baby talk to “The Man”.
“Yep, fisherman say they’ve caught huge channel cat fish by spraying WD40 on their bait”, she purred. Lights out.
As you know WD40 and Duct Tape can solve almost any problem. Email has the same magical properties.
Want more blog readers?
Use email to turn your casual readers into fanatics who not only come back to the blog but share your posts with colleagues.
Want more leads?
Use email to keep your product or service top of mind with subscribers. Every email can offer content that entices a subscriber to raise their hand for more information – turning them into a warm/hot lead.
Want more sales?
Include well targeted offers to readers with certain interests. Eagle-eyed readers have noticed that I ask email subscribers to identify their top blogging goal. Their answer is used to customize email messages and offers.
Almost every online marketing challenge I’ve encountered could be solved with email only or a combination of email with other tactics.
But you can’t use email’s magic if you don’t have any subscribers.
Breaking The Email Commandment
- Not added an “blog subscription” optin form to your blog?
- Not made that “blog subscription” optin as appealing as possible?
- Buried your “blog subscription” optin out of sight in your blog sidebar?
- Collect email information that you never use such as phone number, title, company, favorite sock color?
- Have email one-night stands where your new subscriber gets one email and never hears from you again?
- Kill the Golden Goose by sending your subscribers offer, after offer, after offer?
- Send boring, stiff, corporate emails that talk to your readers like they lifeless drones?
I won’t stretch the metaphor here by labeling these the 7 Deadly Email Sins – (see what I did there? Crafty.)
But email “sinners” are likely working harder to grow their blog than someone who uses email as the foundation of their blogging strategy.
Your readers protect their inbox like my 5-year old guards Skittles. You won’t get permission to email them until you’ve gained their trust. You gain this trust by writing helpful blog posts.
Once you’ve gained admission to the inbox, you need to find a way to stay there. Boring email will get you booted. Irrelevant email will get you booted. Acting like a used car salesman will get you booted and banned.
Carefully plan all of your emails. Use the same quality yardstick that you apply to your posts. Write for one person. Find the unique story. Position your reader as the hero. Give more than you get.
Here are few posts from my “classics” list…
Are You Using Email?
Talk to me about your email love or sins. Has email grown your blog? Are you struggling with it?