Thursday September 29, 2016
This is a great question that I receive a lot. Many people are fearful of emailing too much or not enough. Before I give you a direct answer, it makes sense to understand they "why" behind the answer first.
There are two important things to remember when you think about how often you are going to be emailing your list.
1. Understanding why you are doing it in the first place.
For internet marketers the most important asset you will have is your email list (and if you are building your coaching business online, YES you are an internet marketer).
---> The reason is because no matter how great Facebook is or any other social media site that you are on, you don’t own it. And therefore, you don’t have control over the rules, changes or even if it disappears tomorrow.
What you DO have control over however, is your email list.
It’s also fun to remember that people often times take social media breaks… but everyone checks their email (even if they take a day or two off from it). People always go back to check their email first.
The other important thing to remember here is that the point of email marketing is to build a relationship with your tribe. People buy from people they like, know and trust. In fact, I was recently on a discovery call with someone who has been in my tribe for a while now and she said to me:
“I have other options,
but you are the one I trust the most and
you are the one I want to hire.”
To me that is a testament to my ability to be consistent and stay true to the values that I hold of being of service first and earning the right to sell.
Building a relationship comes with adding time and value to the equation. In our world, you must help solve their problems via your marketing so that they can begin to trust you and know that you know what you are talking about.
As well ---> coaching is a very intimate experience.
People really have to have a level of trust and transparency with you in order for them to gain the full benefit of working with you. If someone doesn’t feel like there is a safe space for them to be with you then they are not going to show up fully present which doesn’t allow you to help them the way that you could if they showed up 100% with you.
Email marketing is a way for them to get to know you better and to allow them to feel connected to you so that you open the space for them to be with you and to transform. It’s not really about sending out another newsletter, it’s about creating content and sharing stories in a way that adds value to their lives.
Remember that the purpose of email marketing is to build a relationship with your audience and to add a lot of value to them.
2. Understand The Buyers Triangle
The Buyers Triangle is a nice graph of understanding who is actually going to buy from you. You see, business is a numbers game and it's good to know how to put the numbers in your favour.
If you search this on Google, you may find some varying percentages. However, I have found that this general percentage framework seems to be on par with myself, clients and peers in the industry have found:
Picture a triangle and that triangle has 100 ideal clients in it.
- 3 to 5% may buy now (or if you are REALLY good, 6-10%)
- 10-20% may buy in a week or a few months or a year
- 20-30% may buy in a year, two or 3 years.
- 50% will never buy
The two important things that you need to remember here are this:
1. The majority of people (95-97%) are NOT ready to buy now. Therefore you want to ensure that they come into your world and you begin to build a relationship with them so that when they are ready to buy YOU are at the top of their mind.
2. When you are consistently adding value and giving offers, please will choose you because not only are you top of mind, but they trust you and you have something to offer them that they are now ready for!
It’s important to understand the concept of why you are emailing in the first place and what it can do for you in order to answer the question: how often should I be emailing my list?
Now, I am going to give you an answer.
Honestly, depending on who you ask, you are going to get a different answer. Different coaches and marketers have different experiences, beliefs and results. That being said, I want to give you a minimum number you should be emailing and allow yourself to explore moving beyond that with your audience.
The minimum amount that you should be emailing your list is once/week. Minimum.
Any longer and they start to forget you or don’t think about you very often. You want to become a regular source of awesomeness in their life.
Then there are going to be weeks where you will have more happening. Perhaps you are :
- in the middle of a launch
- have a webinar
- promoting someone else’s product or service
- something happened personally that you wanted to share
The best part about emailing marketing is that it is all measurable. You can look in your autoresponder and you will be able to see open rates, unsubscribe rates, and over time you will be able to notice trends. Do you get higher unsubscribes when you email more or less?
You can also feel this out from what you like. More than likely you are on someone’s email list right now. Ask yourself, what do I like to receive? How often would I like to be emailed?
The last piece of advice I would like to leave you with is this:
When someone new is coming on to your list, don’t just send them one email with the giveaway. Send them a few emails over time (also called a sequence of value or automation) so that you can surprise and delight them with value and they can get to know you better.
Perhaps you will do a video sequence, send out some of your best blog posts… whatever it is, you want them to get hooked on you as fast as possible! Don’t forget that when they sign up for something from you, they are interested in you. They are ready to get the goods. This is the prime time to ensure they receive a lot of value from you!
If you are wondering what these look like, my favourite auto-resonder of choice has a built in sequence example to help you get started. Check out ConvertKit as a tool to help you do just this. If you are already using an autosresponder like Mailchimp or Aweber, then check out this blog post on why I switched from Mailchimp to ConvertKit and am loving it!!
Now, I would love to hear from you. Are you emailing your list at least once/week? What practices do you have that work for you? Let me know in the comments below!
P.S. If you are using an autoresponder where you have to create a new list to go with a new opt-in, then I highly recommend you seriously look at switching to Convertkit. Creating multiple lists makes your life more difficult to market properly to your list and you are definitely missing out on opportunities to service your clients to get the best results.