I’ve blogged a few times about the importance of building your email list and mentioned it in other posts but due to the importance of the email list, I am clearly not sharing about it enough. Too many small business owners I know in networking or online groups just aren’t doing it.. and I just don’t get it!
The benefits of email marketing
Consider your social media marketing – you are hoping that your X number of posts will show up in front of your followers and that your ads that you are paying for will show up in front of your target market. Then there is your website, which is amazing, of course, that is a valuable source of information and super blogs that you share over and over on social media (that you are still hoping your followers will see). So, what could be better than landing right in your target market’s email where they WILL see your email, your name, your eye grabbing subject and will likely open your super email? What’s better than that – NOTHING.
Nothing better than being top of mind for your target market (hint: email marketing).
Click to tweetStill sitting on your a$$ about email marketing?
We just said above that nothing is better than an email marketing campaign, yet you STILL don’t have it? WHAT? Why not? I wrote a blog the middle of last year on 6 Reasons Why You Must Build Your List Right Now and I’ll highlight it here for you, but be sure to check it out.
- Your website is great but they have to know it and they have to go there.
- Your social media that you are posting often (I hope more than 1x a day) isn’t always visible when they are online
- You are top of mind, regularly (like social media if they are lucky enough to see what you post when you post)
- You have their email even if social media goes away or you take down your website for redesign, you can stay in contact
- Rome wasn’t built in a day – it takes time to build so no better than the present to get started
- No miraculous creation – it won’t build itself, it’s all you, so get on it. (Well, I can help, but you know what I meant)
If that doesn’t light a fire under you, sadly, nothing will.. but I must impress on you the importance of it, if I haven’t already. PLEASE…for the Love… start it now.
What starting your list entails
It really isn’t that complicated to start your email list but it just have a few steps and there are a few different email auto responders (that’s what they are called) that you can use like Aweber, MailChimp, GetResponse, Constant Contact and likely some others. I, personally, use Aweber and wrote a review on it last year but I have also created campaigns for clients on Aweber, MailChimp and Constant Contact and all are essentially the same, it’s just where you go to set things up.
Steps to be sure you complete for getting your list
- Settings – once you create your account, you’ll need to update your settings with your name, business, logo, notifications and email address where the emails will come from and to.
- It is not suggested to use a free yahoo, gmail, Hotmail, aol (gasps, anyone still use that?) email but one from your website like yourname@yourwebsite.com), billing info and etc.
- Create a List – you can have many lists so best to set this up right from the start. Likely your first list will be one that folks on your website sign up for, so this might be your main one.
- Within creating a list, it will ask you to complete settings for this list, name and description of the list, how they subscribe, oopt-in, signature, notifications, logo, maybe even social sharing, unsubscribe page (if you choose to customize), archive settings, double opt-in and the confirmation message email.
- Create a Form – You will need to have your form set up for this. You can do it inside your auto-responder or you can likely link it to your landing page and integrate it separately. But, if you do it inside the auto-responder, it will help you to create/design the form, settings (thank you page, already subscribed page, tracking) and then the how to publish (install on your own or send to your web geek).
- Follow up message – once someone subscribes, you might want to send them a thank you and give them something in return (see below). You will set this up and schedule it to be sent immediately or X days after they opt-in.
- You can create a series of follow ups based on when they op-in.
- The auto-responder has tons of templates for you to use to create something special versus just a standard text message, so take advantage.
- Opt-in WIIFM – We always have to remember, it’s not about us, WIIFM – what’s in it for me. The consumer will be more likely to opt into your email list if they are getting something in return.. so give them something.
- Provide them with a freebie download, top ten tips of X, how to’s, check lists or whatever your target market typically needs.
- You’d put this freebie download on your website and send them to your website and likely make it easy for them to download right from the email. Give them options, but make sure one of them is driving them to your website.
It sounds like a lot of steps, but most auto-responders take you through each step, you just want to be sure you go to each one. But trust me, it is well worth it and I hope you now see this too.
Hopefully you are on board and ready to get building your list. If you need any help with that, your download or other marketing ideas, contact me, I’d be happy to help.
~Kristen
Kristen, I liked this article and think it is perfect for people who are dragging their feet about getting a list going. Anyone with a business should definitely have an email list so that there is a good way to write directly to followers. As usual, you gave clear steps for achieving the goal.
Thank you so much Beth… I couldn’t agree more. Much appreciated
Great motivational post for small businesses to start collecting their email list. I have a question for you. Do you know the engagement rate percentage that is considered good for email mailing lists? I heard that is around 30% or more a while back but not sure what is considered a good ROI. I would love to hear your feedback on this.
ROI.. well I guess that depends on what your cost is to determine what your investment is. However.. maybe open rate might be something of concern and the point is to stay top of mind for your audience and to continue to stay on their mind. 30% open rate would be great Sabrina
I really appreciate this, Kristen. I do have an email list, but am pretty lax getting the newsletters actually out. Seems that falls by the wayside unless I have a really big thing happen. Sigh.
One thing I’m not clear on how to do is when I gain new addresses via my business address, how to import those into Mailchimp without importing the entire list again! I am somewhat technically challenged 🙂
Maybe think of it as a checking up on your target market… like a letter to your friend Susan?
Let me see if I understand… you are saying you get email address via your business address, meaning email? So you aren’t actually getting them to opt into your email list but you are volunteering them? Risky, but maybe make it a double opt in or set up a follow up email asking them to stay? You could do what I do and add to your email signature to ask them to opt into your email list.. and get X… might be a better idea. They don’t know what they don’t know.
We had a huge email list based on subscribers that met us at live craft shows. When we switched to on-line and no longer doing live shows, our open rate & click thru diminished. We recently did a purge and they unsubscribed. We are currently in the process of building our list with our target audience. We offer a discount for first time purchase and slowly are getting new subscribers. We also have an email strategy and include new products and blogs. It is all working slowly but working.
Definitely I understand the difference Roz… different markets.. but no reason not to keep some of those folks but just on a different list. Anyways, great job.
I wish I’d read this post when I set up my email list as you make the steps so clear. I’m a bit tech challenged so it took me forever to work out all the steps. It’s a slow process growing the list, but I agree it is really important. particularly with the constant changes to social media.
Sorry about that.. I have that affect on people Tami. lol Glad you have it going though.
Appreciate your step by step guidelines, Kristen. Email marketing is still strong yet I hear lots of companies dismiss its efficacy so easily. Adding the follow-up message upon initial signup with a valuable takeaway is a small yet mighty customer touchpoint that will help a company stand out.
Thanks Mindy and well, I’d be interested to see WHY they dismiss it.. maybe they just aren’t working it correctly. It is GOLD! We are just hoping to show up in social media and hoping folks go to our website… the ONLY way we will be top of mind… is email.. we have to be that constant tough. Follow up messages are great.
I need to get back to my list! Thanks for sharing this and I’ll remember that it’s what they need that matters most.
Yes Amanda, glad you have yours and hope you get back on it.
great reminder. I do have my email list and lots of ways for people to subscribe. Just finished my first real opt-in and am getting it posted on my blog, web site and of course Social media. I think this will add lots more to my current list.
Awesome Alene.. great job, keep it up!
An email list is like gold in today’s world! I have been slowly building my list and did have someone help me to set up the three-step Mailchimp process for subscribers. I do also have a free gift and then another free gift which I use for list building promos. Building the list is my challenge and I know that I “should” build another list for the newer health and wellness part of my business. It’s a process, as they say. Thanks for the tips and easy to understand steps, Kristen.
Great idea and highly suggested to get a separate list for your health side of things.
I am on it and have all the settings, forms, responder, newlsetter, and freebies and such and such. Pretty cool. . It is been in place for a while and now needing to take it to the next level
Awesome Teresa.. great job. Just be sure you are using it. 😉
Great that you’ve spelled everything out so clearly, Kristen. Wish you had been around when I started. Had to piece meal the info from different sources. Working on a new opt-in freebie. which should be ready shortly, Keep posting – I’m always learning something new from you.
Awww, thanks Joyce. I am so glad that you continue to find value from my posts.
WOW! Love this! I am falling side ways with my email list but i am going to buck up! thank you!
Yes Max, buck up and get back on it!
Hi Kristen, I have been working on my list here and there. I have two surveys set up on my website, but it doesn’t automatically invite people to join my list. My web designer said she isn’t sure how to make it happen since I have two separate systems working. . .MailChimp and the survey ap. Any ideas on how I can integrate those two? Just seems like a bummer to have people taking my surveys, but not end up on my list.
Thanks Brenda – You need to integrate your two forms with a list on Mail Chimp. It shouldn’t matter if you have two separate systems working… ie – I have an SEO list, social media list via an opt in pop up via one plugin… then my form sign in form in my side bar for another list and then for my membership site there is an integration with another plugin… so it’s quite possible and your web designer should know so you can capture all that information.
Yes I am slowly building my list. As it is growing I am starting to see the benefit of having that list. They are those that are interested in what I have to offer. I will be pinning this.
Awesome, thanks Karen
Hi Kristen 🙂
Love your awesome step by step outline on the benefits of having an email list! Great tips! Thanks so much for the reminder as I need to be more on top of mine lol
You are quite welcome Joan and yes.. get on it!
Kristen, one thing I love about you is how you write. Another thing I love is how easy you make everything seem. OK, working on it. 🙂 <3
Just the one thing Liz? lol I am glad that you find what I write easy! It really is, thanks!
I’ve started pushing out my weekly blog to those on my list, which is a huge thing for me. I totally suck at email marketing, but one of these days I’ll get better at it.
YAY! I am so proud Jackie.. keep it up.. otherwise, how else are your followers finding out about your stuff?
Kristen – OK, I’m getting on it. I’ve figured out a way to expand my e-mail list. I won’t bore you with all the details, but long story short: about a month ago, I read an article about nursing in the Huff Post and commented on it. Well … my comment generated several hundred responses! I never responded to any of the responders for fear of losing my job, but now I see that responding to hot-button issues and a reference back to my blog – along with my e-mail sign-up next to a corresponding hot-button article might be golden! (Hope this makes sense). You’ve provided me with lots of motivation and gave me a seed for a game plan. Thx!
That is a GREAT story and great idea Joan and wow that you comment generated several hundred responses.. I won’t ask! lol