Many small businesses and organizations gather subscribers or have lists of established clients and supporters, but do little with them. Your “list” is a valuable asset! Make the most of it with an email marketing plan that capitalizes on initial interest to get subscribers more deeply engaged and to maintain connections in a way that fosters retention and referrals.
Do you welcome new subscribers?
This is a prime opportunity to educate them about what you do and why it matters, and to encourage them to connect on social media! Welcoming new subscribers improves your credibility and strengthens your relationship by demonstrating that they are important to you.
New subscribers are often at the peak of their interest. Open and click-through rates for your first message are typically the highest you’ll get! While a single welcome message is the minimum, it’s even more powerful to deliver a series of 3 to 6 messages during the first week or month. According to MailChimp, “On average, sending a series of welcome emails yields an average of 51% more revenue than a single welcome email.”
Your welcome series should be designed to grab the attention of the new subscriber and move them from mere interest in what you offer to strong desire and then to action. That action could be requesting an appointment or quote, making a purchase, donating money, or engaging in some other way (follow, share, review, attend, volunteer, etc.).
A typical Welcome Series could:
- Tell subscribers what to expect (types of content and how often)
- Provide other ways to connect (social)
- Tell your brand story / what problem you solve
- Introduce your team / build confidence
- Offer case studies they can identify with
- Explain your most popular offerings
- Share info that’s highly relevant to their needs or interests (such as an infographic, helpful guide, or set of relevant blog posts)
- Ask what they want to hear about
- Invite them to take action (with or without a special offer, don’t skip this important step!)
Of course, if you lured subscribers with a content offer, you must also deliver the promised content.
Do you stay connected with current and past clients?
Your existing and past client list can be a gold mine. Increase customer retention by reinforcing their decision to keep working with you, and prompt past clients to re-engage or buy again. Activate them as powerful advocates or referral sources.
- Share case studies, testimonials
- Introduce new offerings and upsells
- Provide useful content to boost your credibility
- Ask for online reviews
- Get their feedback on new ideas
- Let them know you appreciate referrals
- Reinforce your brand promise
Isn’t email “old school” and boring?
Perhaps, but it still works. The most effective emails include eye-catching, illustrative graphics. Instead of telling the whole story in the email, include a brief “hook” and then link to:
- a video (popular, especially for how-tos, behind-the-scenes, testimonials)
- a blog post (encourage them to explore the site further)
- a targeted landing page (focused on a specific call to action)
What’s holding you back?
Planning and executing an ongoing stream of content for your list can be a daunting prospect, but it’s essential for most organizations today. Keep a running list of content ideas and possible guest contributors, and schedule time on your calendar every week to build a “bank” of content for the future, so when you start, you know you can continue. (I’ll share Garnet Creative’s planning template in a future post.)
There’s really NO excuse for ignoring brand new subscribers! The time you spend creating even a short, 3-message welcome series will pay dividends far into the future. Don’t miss the opportunity to stay connected with each new subscriber at their peak of interest. Remind them of what you solve and invite them to take action in the days after they’ve visited your website!
Need help?
Do you need help setting up your email marketing or blog? Are you unsure of what to include? If you’re ready to build your authority and increase your revenue or engagement, contact Garnet Creative today and we’ll schedule a time to discuss your path forward.