Since the dawn of the internet, it's been clear... What’s here today, WILL be gone tomorrow. That's the nature of the internet - except when it comes to one thing... Email.
Email has gone through some changes over the years, but basically email is here to stay. Successful Facebook groups get shut down without warning every day. You don't have any control over those thigs. except for your email list.
That's all yours. It's a hard asset that can't be taken away from. And if your list knows, likes and trusts you, then they'll follow you on whatever platform you are using at the time.
What Exactly Do We Mean By "Email List"?
When marketers talk about their "list", we’re talking about an email list that consists of your targeted audience. They came to be on your list because they signed up for it. And they sign up because they were interested in something you offered them. A list is stored in a database, usually in a personal email autoresponder service account such as Aweber.com, Convertkit.com, or Drip.com. You own the list and you can build it in multiple ways.
Most Subscribers Aren't Active or Engaged
One thing to keep in mind about email is that, in general, the engagement goes one way, unlike in Facebook groups, where there's more two-way communication. This gives a false impression of more participation and engagement in groups than on lists. But even in groups, a lot of people who are members are mostly just lurkers and don't really participate much.
It's actually the same way with your email list. You'll only see like 10 percent responding at any given time. But, if 10 percent of a good list responds to each offer, that's ok. Plus, as your list grows, that 10 percent gets a lot bigger, and your money-making ability goes up.
The Goal Is To Build Trust
An email list is a great place to build trust. You can send information that educates the audience on the subject that they signed up to learn about. So it's a chance to show off your knowledge a bit and establish yourself as an authority.
It's important to be able to send high-quality information on a consistent basis. It doesn't have to be huge, oong blog posts every time, you just don’t want to go silent to your email list because they need to get used to receiving excellent and valuable information from you. That way when you send an offer, they’ll open the email, and be more likely to respond.
Provide Targeted Information
The way most autoresponders work these days, it can be easier to tag subscribers according to what offer/lead-magnet they signed up for, and that way it's really easy to segment your list. It's good to segment your list into their target interest or demographic. Then you can create offers that cater specifically to them.
When you tag everyone coming onto your list, it's easier to provide targeted information to each specific member. Most autoresponder services have ways to segment list members even after they’ve joined based on their behavior. Look at tagging and segmentation information with your provider for more information on how to do this.
Make Repeat Offers
Even the most dedicated, loyal super-fan list members will not open all your email messages. Therefore, you need to send any offer multiple times by varying the time of day as well as the style of message.
For example, you might send a heads-up email telling your members that an offer is coming that’s exciting, then you may send the information when the offer is ready, and then you can send updates over the campaign each day to remind them not to miss out.
All of this is so much easier to do with an email list because of the technology available to improve your messages over time based on your list members behavior. If you’re still not sure, just look at the stats.
Email is used worldwide, billions of emails are sent each day, and the return on investment for email marketing is astounding with an ROI of 38 to 1 according to Pew research which is a rise of over 20 percent since 2013. This means that email marketing is surging, not going away!
The real key to it is to stay consistent with your mailing. It helps get your list used to your patterns and also helps with your deliverability and inboxing ability. But that's a topic for another time!