“Subscribe to our newsletter,” “Join our list to keep updated.” More often than not that’s what you see on most or every website today. Many companies and entrepreneurs want to grow, grow, grow and scale their businesses. That’s not a bad thing. After all, the core reason for starting a business is to make a profit (apart from serving people, of course). However, trying to reach everyone and get them on your list achieves little, as not everyone needs what you offer. This is where research and targeting come into play:
- Who is your audience?
- What are their needs?
- How does your product or service solve their problem(s)?
Some people subscribe to a list to access a free offer or trial, and jump off right after they get it. On the other hand, many businesses and entrepreneurs hop on the bandwagon of having thousands of subscribers, and forget they need to build a relationship with them. Yes, most people want the freebies, but what about the ones who are looking for helpful content and are actually willing to purchase your product or service if they feel you understand their needs, or feel they can relate to you? How do you serve them? No one wants to be bombarded with emails as they’re already receiving several from other sources, and like me, dislike having “Unread” emails. And if you think about it, there is truth in the saying “It’s better to have 500 engaged subscribers who love your content, products and services; than to have 2,000 subscribers who don’t engage at all.”
So how can you provide your audience and clients with value? Here are a few ideas:
- Freebies (free checklists, consultations, e-books, guides, mini-courses, webinars, etc.)
- Answer the questions they’re asking with your expertise and provide solutions
- Share helpful content related to their problems from your business or other reputable sources
- Offer special discounts and sales
- Ask questions as to how you can improve your products and services
- Show your appreciation for their loyalty (giveaways, client acknowledgements/shout-outs, client appreciation days, etc.)
When subscribers feel you’re talking directly to them, care about their needs, and they find value in your messages – they won’t see you as someone just trying to constantly fill-up their inbox. Provide them with what they signed-up expecting to get, not what they didn’t ask for.
What does being on your email list offer to clients?
Share your thoughts and tips in the comments below.