Everyone seems to have a slightly different opinion
when it comes to how often to email your list.
If you email too often – marketers argue
– you’ll annoy people into unsubscribing.
If you don’t mail often enough,
subscribers forget who you are and
you lose money from not mailing more often, etc.
In fact there are 4 stages of emailing your list
and you have to email @ different frequencies
for each stage.
While nobody ever talks about this,
Rule #1 – How often you mail is going to depend on
a whole host of factors, from which niche you’re in,
how you got the subscribers in the first place,
whether you write friendly emails people love
or nails-on-chalkboard emails and so forth.
Rule #2 – Because every case is different,
nothing beats testing for finding out exactly how often
you should mail to your list.
Rule #3 – That said, we do know from experience
that the following autoresponder schedule
works well for most marketers.
It’s based upon what it takes to build a long term
positive relationship. Feel free to adjust it
according to the results of your own testing.
Stage 1, Day 1 – Brand new subscriber.
Send out your friendly welcome/thank you email that reiterates
how smart they are for subscribing and tells them
where to pick up any subscriber bonus you offered them.
Continuing in Stage 1 – Begin building tremendous value.
Every email in stage 1 should be all about giving value
while asking for little in return.
For the next 10 to 15 days you’ll be sending out
1 email every other day, beginning with Day 2.
This means they get the welcome email on Day 1,
and the first content rich email on Day 2.
When we say “content rich,” this does not necessarily mean
it’s a long email. Rather, it gives information that is exceptionally valuable and preferably immediately usable.
For example, if you’re building a list of copywriting clients,
marketers or sales people, telling them about the “I feel” vs “I think” study mentioned elsewhere in this newsletter would provide great value, and it doesn’t have to take long to explain.
As always the content of your emails should be strictly
tailored to the subject matter they originally joined for.
For example, if they joined your list from your video marketing
website to get more info about video marketing,
don’t send them information on pay-per-click
unless it somehow relates directly to video marketing.
Don’t sell anything during stage 1 – it’s simply too soon.
The ONE exception to the previous statement is if your new list members joined because they purchased your product.
In that case you can make offers to your list during this stage.
The offers must be directly related to their purchase,
and should not be the main focus of your emails.
For example, let’s say you sell a video marketing product.
You send out an email to those buyers with a great
video marketing tip, and then in your P.S. you mention a tool
that – while not required – would make that tip work even better.
In other words, it’s a very soft sell. More of a casual mention/recommendation than anything else.
Stage 2 – Continue building the relationship by providing great content, but slow down the frequency.
Let’s say you’re dating this great guy or gal,
seeing each other every other day.
Then she or he doesn’t call for a couple of days – what happens?
You miss them. Building a relationship through email
can work the same way.
This stage can last 12 to 21 days,
and you can send emails every 3 days.
If your list consists of people who have not purchased from you,
tread lightly with the selling. Only use very soft selling technique
and continue to provide plenty of great content.
One email in this stage should ask them for feedback.
For example, do they want to know more about “x?”
How long have they been doing “y?”
What’s the biggest problem they face in “z?”
Ask them to hit reply and give you a quick answer.
After all, real relationships are a two way street.
And when they do reply, send a quick thank you back to them.
Yes, this will take you a minute here and there – it’s worth it.
Stage 3 – You probably already know what comes next
– continue building the relationship by providing great content.
The relationship is becoming established and that’s terrific.
List members who make it this far are learning they can trust you
and hopefully like you.
This stage lasts for about 3 weeks, and you can send an email
every 4 to 5 days. And yes, you can do a little more selling here
– but again, don’t push.
Simply suggest and nudge – no poking or prodding.
Stage 4 – This is the stage you’ve been building towards.
Subscribers who are still reading your emails are loyal fans
who know you, like you and hopefully trust you.
Continue sending emails every 5 to 6 days, and
occasionally more often when you really have something to say.
Continue sending great content, and also feel free to send sales messages, too.
And if you want make a living sending out emails,
Here’s to your making [[ th@t million ]]