Growing your email list can save your business when you're in a rut. That's a bold thing to say, but it's TRUE. And yet, I still find new and heart-centered entrepreneurs ignoring the importance of why email list building is essential or even worse, they create bigger obstacles because of mistakes that can be avoided altogether.
Are you ready to learn more?
I hope so, because avoiding these mistakes can also lead you to not only building a hardy email list…but a profitable one, too.
Let's cover some statistics first that should grab your attention and perhaps have you rethink the importance of list building strategy:
- 81% of U.S. online shoppers are more likely to make additional purchases, either online or in a store, as a result of email based on previous shopping behaviors and preferences (Harris Interactive)
- Email yields the highest ROI (return on investment) over Facebook, Twitter and Snapchat (CIO.com)
- 66% of consumers have made a purchase online as a direct result of an email marketing message (Direct Marketing Association) – 2013
- 55% of companies generate more than 10% of sales from email (Ecosultancy "Email marketing Census") – 2014
- 88% of marketers say email marketing is bringing them a positive ROI (ExactTarget, 2014 State of Marketing)
Have these statistics got you thinking?
EMAIL is not dead.
Quite the contrary, it can build your business successfully and even get your business out of rut (more on that later).
If you've been following my daily 30-minute YDF LIVE Show, then you know how I feel about email lists. Even though we talk and teach over in Your Digital formula how to use Facebook as the incredible tool it can be to grow your heart-centered business, it's even MORE IMPORTANT to grow your email list.
5 Common List Building Mistakes To Avoid
1. You Put All Your Eggs In One Basket
What do I mean by that? While I know that growing your tribe and using Facebook to do it is essential to growing your Know, Like, Trust Factor…(and I'll believe this until it doesn't work any more), you simply CAN NOT rely on Facebook alone. Bluntly put, you have no control over Facebook. Facebook is not your business. Your business is your business and Facebook is the tool to help you build it.
That being said, as you use the Facebook tool to grow your tribe, you've managed to utilize the social aspect of Facebook to connect and grow your online presence…good! But then what? Are you going to rely on Facebook to reach all of your fans? Are you gong to trust the constantly changing landscape of Facebook algorithm updates (which directly impacts your reach to your fans)?
I hope not.
Grow your email list and yes, use Facebook to do it. During your LIVE shows, direct them to sign up to your email list. Use the button feature on your Facebook Business page to "Sign Up" to your email list. DRIVE TRAFFIC to build your email list and use Facebook to help you build it. This lets you connect with your list more on your terms and less reliant on Facebook.
2. Use A Personal Email Account
NO. Stop that right now. I know if you're just starting out this can be tempting because you already have this and it's free and convenient. Free and convenient isn't a good business strategy. Period.
If you have a domain name that you purchased, you can have an email address (and even several email addresses) with your domain as your extension. This immediately looks professional and it separates your personal email (and life) from your business.
Having a professional email (with your domain as your extension) is not only professional, it adds to your branding and recognition and helps you stand out among the overflow of emails that arrive in all our inboxes daily. Here's another statistic that may interest you… 72% of consumers say that email is favored conduit of communications with companies they do business with (MarketingSherpa).
Show up as the business that are.
3. Forget About The Smartphones
By end of 2017, 1.779 million people will access email via their mobile device (The Radicati Group, Email Statistic Report 2013-2017). This is something to really take into consideration when you consider the psychology and work involved in reading on the tiny screen of your mobile device.
Newsletters are quickly becoming extinct simply because it's more difficult to ensure that it'll be viewed properly, making it awkward and often difficult to maneuver from your smartphone. Keep it simple and avoid images and headers. Make your links obvious and clickable, redirecting the traffic exactly where you want them to go.
4. Offer No Real and Valuable Incentive
Offering your online tribe to subscribe to your email list is not enough. "Become a subscriber and join." Really? Does that sound appealing to you? In a world becoming even more digitally connected than ever, how will becoming a subscriber to your email list help them feel good about it? How will it make them feel special and valued?
Remember, If they choose to sign up, you've been given an incredible opportunity to deepen the connection with them because they've given YOU permission to their personal email inbox.
Get CLEAR about what you offer by signing up to your list. In other words, even saying that signing up is "free" isn't enough. What is the BENEFIT of signing up to your list? Do you have a giveaway or a promotional giveaway, like a coupon code or discount they can receive by signing up?
5. Not Enough Emails From You
This is a risk NOT WORTH taking. Your fans are your fan. When they signed up to receive emails from you, then they WANT to hear from you.
Don't fall off the radar and lose touch with them. Send out emails (at minimum once per week).
39% of marketers send out emails 2 to 3 times per month (2015 National Client Email Report).
Frequency and consistency matter because it lends to your reputation. If you're consistent about emailing then it'll be expected by your subscribers. Otherwise, it'll come off something likes this: receiving one email—not hearing from you again and time goes by—you send out another email and all of the sudden your email appears to be a nuisance in their inbox triggering complaints, spam reports, and unsubscribing. How can you expect them to remember you if you don't consistently email them?
There is no one size fits all about how often to email, but infrequent emails is worse than emailing more consistently. I've been a long time contender of authentically connecting with my tribe in all ways including emails and those who want to stay with me will, and those who won't will unsubscribe.
I started this blog by saying that email list building can save your business when you're in a rut. It's true and coaches, listen up here… Before anyone invests in your services, they must feel good about you and what you're offering. Email gives you the opportunity to talk to them through another venue (outside of social media). You can offer continued value by sharing your tips, your strategies through your blogs. Use your email to let them know about your blogs.
Have a call-to-action ready to go for your Facebook LIVE show. Mention the benefit and value of signing up to your email list and then stay connected and continue to provide value.
Finally, if you're in a rut, your email list can return the value to YOU. That's right. Have them fill out survey's and questionnaires. Learn more about what THEY WANT from you. Fill the void they've been looking to fulfill by meeting their needs. I've used this strategy over and over again. Each time, I learn more about what they're truly interested in, and I then provide it by way of an ebook, product, or event…and even more coaching sessions with clients. Sometimes the answer is right in front of you and your email list can bring it to light.