“How often do I need to write to my email list to not be annoying?”
This is one of the questions that actually hurts to hear. The thing is, you are not annoying to your ideal customer. Yes, there is a thing such as too much (like daily emails every day of the year for eternity) but sending too many emails is not as bad as sending too few emails.
If you don’t send consistent emails when you do get around to sending emails, the people on your list won’t know who you actually are. And then they will unsubscribe.
Unsubscribes are not bad when someone unsubscribes because they aren’t your customer and will never actually buy from you. Unsubscribes are bad when someone unsubscribes because you’re inconsistent and you never took the chance to help them get to know you.
Connecting with your audience is goal number 1 of your email list. So where does neglect fit into this strategy? It doesn’t. And if you want to drive it into your mind a little further, here are 3 reasons you need to talk to your list every week.
You need to write to your list every week because your list will forget who you are.
I’m mentioning this again because it’s just that darn important. If you do not consistently email your list they will not know who you are and will unsubscribe. To your list, maybe you will look like you’re one of the 10 accounts from a giveaway you entered six months ago. Or maybe you’ll just look unhelpful because you’re so inconsistent.
The biggest way to get your list not to forget you is to be consistent. For most people just starting with their lists, once per month is consistent but it’s not frequent enough. Do you remember that 15 minute meeting you scheduled last month with a random person? I don’t think so. When your list is small you want to nurture them so they grow up to be big and strong. That means creating a welcome sequence and then emailing your list every week.
If that sounds overwhelming, batch it! Spend a couple of hours a month batching your weekly posts and bring the overwhelm way down.
You need to write to your list every week because you need to give and build trust.
Give, give, give. Then ask.
That’s the general workflow you need to have with your list (or any content structure). Give away a lot of content, show that you know your stuff, and gain the trust of your audience. All before you ask.
No one is going to buy from you unless they know that you can deliver on what you say you’re going to deliver. There are a lot of angles to go about this. You can put put logos of the fancy people you’ve worked with on your site, share testimonials and case studies from former clients, and blog posts going into detail about why someone needs to write to their list 3x a week but.
However, none of those share what it’s realllly like to work with you. None of those are updates on your open slots for the month or diatribes about why you dislike Facebook groups for paid programs, or listicles on why earl grey tea and Cordyceps are the most efficient caffeinators and how those relate to open rates.
The best emails are written to one person like you’re sharing a pot of coffee/tea over the kitchen table. Instead of saying “you all”, just say “you.”. Well, really all copy works best this way but with email it’s important to remember this as you’re writing so you can tap into the kind of engagement that makes email so special.
You can share a real deep, personal story on Instagram and get reactions (likes) and comments cheering you on for sharing. Maybe a comment or two of someone sharing a similar story that they are comfortable sharing in person. Over email, you can get people to hit reply and share their stories with you more readily. Tbecause they feel like they are only talking to you (which they are). If you use it correctly, email is like gateway research marketing.
You need to write to your list every week to show that you’re in it together.
Social media feeds are forever. And public. And screenshots of all the pretty things that have gone on. Emails don’t have to be as pretty. I consume *a lot* of emails (I’m probably on your list actually) and I’ve read a lot of ‘Dear Journal’ emails.
The kind of emails where you would ask yourself, “self, are you sure you want to share this?” 3X before sending. And those are the kind of emails that work.
These really personal pieces talking about your failures in biz, in life, and the behind the scenes of how you create things is how you really connect with your audience. It’s how you show them you’re really not that much different from them. People don’t just want the pretty, put together sales emails, long form sales pages, of manicured webinar presentations. They want the truth like the fact that you’re up to 4am creating blog posts on a Thursday because that’s when you’re in the zone.
A lot of the give portion of your email list is about taking off the Snapchat filters and just being real.
It’s about sharing highs and lows in the context of your business to connect as people first and business owners second. Showing up for your list consistently and frequently enough is the way to get to the optimal conversion rate when you are ready to finally ask for the sale.
Otherwise, you will end up selling to crickets.