Sending out regular email newsletters is a brilliant marketing strategy for a blog and online business.
It is another way to keep in touch, another ‘contact point’, build a relationship, build the ‘know, like and trust’ factor, special deals and remind people that you are around… without being a cheesy-used-car-salesman.
In business, I know that ‘the money is in the list’. But what exactly does that mean? The list being your email subscribers who are your potential customers.
Sending emails with your content and products and services is a marketing strategy (the most important) for building up your blog and online business!
Plus sending email newsletters is part of my SEO strategy. Google recognises that the same traffic (same IP) addresses are coming back to my website multiple times and it, therefore, is an indicator that I must be providing high-quality content. More good Google juice!
How do you convert ‘them’ being email subscribers, into a prospect and sell them something?
Related article: 9 Step SEO Strategy on How I Got Google #1 in 8 Months!
The Money is in the List
When people refer to the ‘list’ it could be names, phone numbers, email address. Essentially your list of contact details of your target market so that you can keep in regular contact.
As many contact points as possible are the way to convert a potential customer into a paying customer.
A general marketing rule of thumb is; potential customer or client need to have at least 10 contact points before coming to a paying customer. Examples of contact points are: picking up a business card, an ad in the newspaper, see you on their Facebook newsfeed, email newsletter, YouTube video, etc.
You need to be making as many contact points as possible, with your potential customer, to convert into sales.
That is why I recommend having a Facebook business page, having a website, having an opt-in on your website and having an email newsletter.
My Big Mistake
In the beginning of my cake business, I made a big mistake (okay, I made heaps) but one of the biggies is that I wasn’t collecting email addresses from my website.
I got a website at the beginning of my cake business (a weebly!) to put on my business cards and I was off and baking cakes + going to markets.
But I noticed I was getting a little bit of website traffic but very few inquiries filled in via the contact form.
It wasn’t until over 12 months later I realised that I needed to be collecting contact details of people coming to my website. And I needed to collect them via an opt-in (more info below)!
This was a really important decision and a game changer in my business.
Think about someone coming to your website and they get distracted (kids yelling, wanting to think about your products or services, have to go cook dinner) and over 98% will navigate away without contacting you.
And you want to reach out and say ‘hey, can I help you’ and provide some extra customer service.
Related article: Guide to Opt-Ins (What, When & How to Get on your Website)
Improved Google ranking
A side benefit of email newsletters that some people don’t know is Google rewards email newsletters. How? You get good Google juice (SEO) by increasing the number or percentage of returning users.
Google recognises that the same traffic (same IP) addresses are coming back to my website multiple times and it therefore, is an indicator that I must be providing high-quality content. Which created more good Google juice and part of my SEO strategy!
- Email subscribers = returning traffic = SEO.
- More email subscribers = more returning traffic.
- Frequent & consistent email newsletters = all the above!
When you log into your Google Analytics account you will see the percentage of returning users.
Related article: How to add Google Analytics to your Website (Weebly, Wix or WordPress).
I recommend sending email newsletters, consistently. Weekly or fortnightly or even monthly (though I would suggest more frequently than monthly!)
It could be sharing your latest blog post, latest creation, product, service, availability, offering, etc.
It is another contact point with an email popping into their inbox, remind them that you are around, that you are the go to person for your niche and giving them the opportunity to contact you and convert into a paying customer!
Having an email newsletter list is when ‘the money is in the list’
I suggest setting up an email service provider, like MailChimp or ConvertKit. You can start with an excel spreadsheet listing email addressees and contact details, but at some time you will want to automate it with an email service provider.
I use and recommend ConvertKit and have a review + demo of ConvertKit here.
Setting up an account, you can set up a template, add your logo and pretty it up.
Once you add an opt-in (more info below) to your website, you can connect up your email service provider and it will automatically add to the email newsletter list and email out any freebie promised.
For example is you are offering a free voucher as an opt-in and people enter their name and email address to receive this voucher. The email service provider will connect this detail up and automatically email out immediately their voucher. (This is really great customer service!) Not only that, you now can ask them ‘I see you were recently on my website. How can I help you?’
Related article: How to Know What to Sell (& When?) 8 Steps to Validating an Idea.
What is an Opt-In?
An opt-in is when someone gives you permission to send them emails. You usually get permission by offering something of value to your potential customers in exchange for their email address.
To get opt-in on your website you have 2 options – either do it yourself (DIY) or pay someone else to do it. There are no other options!
If you are wanting to add an opt-in to your website yourself, either because you can’t afford to pay someone, you want to try figuring it out or you are a bit techy minded, that cool. I have a Starter Guide to Starting with MailChimp.
I changed to ConvertKit at the beginning of 2016 and head over heels in love with them. I can create a new opt-in within 2-3 minutes. I have training on how to do this for Blog Business School. You can see my ConvertKit demo + review here.
What can you give in exchange for your Opt-In? To answer the question, ask yourself who is your target market and what would be of the biggest value to them and would be tripping over themselves to get their hands on? I have a list of opt-in ideas here.
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