If you’ve read OptinSkin, Blog Success and Capturing More Email Subscribers then I’m sure you’ll agree that building an email list is crucial to the long-term success and growth of your blog?
Read the the article I linked to above, then come back…
Yes… we agree now? Good.
If capturing email subscribers is
important crucial to our blog’s success, it seems logical that keeping those email subscribers is just as crucial.
But just like with blog traffic, we only ever really talk about gathering new email subscribers (because new is sexy)...
How the heck do we keep the email subscribers we capture?
Excellent question my friend, excellent question.
Today I’m going to outline eight methods that will help you keep the email subscribers that you capture. Though I don’t implement all these strategies myself right now, I have used all of them before. Take what works or sounds interesting and apply it to your email list.
Remember, email subscribers are renewable traffic!
1) Thank New Subscribers
This may sound like a no brainer…
…but are you thanking people for subscribing to your email list?
I’m not talking about a built in “You’ve Subscribed!” message from whatever service it is you use…
I’m talking about a personal message written by YOU sincerely thanking each individual who’s allowed you into their email inbox..
Every reader that gives you access to their email has made a commitment to you… Show appreciation and they will stay.
This is basically an absolute MUST DO.
2) Set the Tone Early
Your auto response email(s) can also be used to set the tone for what kind of emails new subscribers will receive.
I currently do this all in one email but I know many people that will send a series of 2-5 emails explaining things like:
- What the email content will be
- How often emails are sent
- Additional services offered
- Special products available to email subscribers
Basically, the Who, What and When of being an email subscriber.
It’s important to set the tone early because it allows new subscribers to set in their mind what they will receive…
…so when emails come their not surprised.
I send new post updates via email. They come twice a week most weeks. My Welcome / Thank You / What to Expect email outlines this fact. This way new subscribers don’t feel overwhelmed when they get two emails a week from me.
3) Don’t sell, unless…
Don’t sell to your email subscribers directly.
In most cases, new subscribers joined your email list because they wanted more of your awesome content.
Not because they wanted to be your personal piggy bank.
…you told in #2 Set the Tone Early that they would be sold to.
…you only sell on rare occasions when you have something awesome for them.
…they signed up to a list specially for the purpose of being sold to.
Otherwise, don’t sell through your email list.
What you can do is drive people back your website and use great content to sell stuff. But, in most cases if you want to retain your email subscribers keep the selling to a minimum.
4) Offer Special Resources
Part of signing up for my email list includes a free download of The No Bullshit Guide to a Successful Blog.
This is a special resource I created specifically for email subscribers.
You could create a email course, write an eBook, give away copies/samples of an awesome new book or video or whatever…
You’ll have to use your imagination on this one…
…but finding ways to offer special resources to email subscribers is an excellent way to say Thank You!
And again, try to not make the special resource an opportunity to sell them.
5) Be Consistent
This one is pretty straight-forward.
If you say you’re only going to send one email a week only send one, but also make sure you send one.
Does that make sense?
If you say you’re going to send one email a week, your email subscribers are going to expect one email a week. It works both ways.
They’re not going to want any more than one, but they certainly are going to expect the one email you promised.
That’s the deal.
If you said you weren’t going to sell don’t… If you said you’d provide discounts on products provide discounts… If you said your content would be awesome make sure your content is awesome.
A lack of consistency could possibly be the number one reason people unsubscribe…
…so be consistent.
6) Create a Story
By create a story I mean give your email subscribers a reason to come back.
Let them into the Fiefdom that is your brain. Show them the story… Let your subscribers know what’s coming on the next page.
Think of every email you send as a new chapter in the story of your email list.
Each email isn’t some standalone entity, accumulated your emails tell a story.
Try to build off each email to move subscribers farther down the path of relationship, trust and engagement.
Because the vast majority of us are doing this blogging thing as some sort of business, it’s this story that’s moves our subscribers closer to THE SALE!
7) Highlight Readers
This is easy.
Find ways to highlight individuals that subscribe to your email list.
The best way to do this is to ask questions of your email list…
Questions lead to deeper insight into who your email list subscribers are and ultimately what they are doing, achieving or struggling with.
Taking the time to highlight readers shows that you’re not all about you, you’re all about building the community.
Remember these people allow you to send them emails, acknowledging them is the LEAST you can do!
8) Thank Subscribers Again
Thank them all the time, every time.
I can’t say this enough, your email subscribers made a commitment to you.
Show them that you appreciate that commitment and they will want to stay with you… always!
There is no doubt that capturing new email subscribers can be really tough.
But in many respects, capturing new subscribers is the easiest part of building a list. The real work starts once you’ve a developed a list because now you need to make good on all the promised you made to get people to subscribe in the first place.
If you haven’t yet I encourage you to listen to Content Warfare Podcast #3 where we tackle email subscribers and generating more traffic.
Thank you and Good luck,
I am Ryan Hanley
SPEAK YOUR MIND: What about these eight methods doesn’t make sense? What don’t you agree with? What additional ways do you use to keep email subscribers?