In building your list, so much focus is put on the mechanics of building it, like how to set up your autoresponder and whether or not to give away a freebie, that the actual relationship is often the last thing people focus on. But ultimately, the relationship is what it’s all about.
Why it matters
If there’s one thing that can take your list of subscribers from ho-hum to being wowed by you it’s how you approach your relationship with them. There are a few ways of doing this…
Constantly selling and sending them offer after offer is one way to go. With this method, you’ll often find that these lists can have a lot of turnover. Meaning, there will also be a lot of unsubscribes. However, many Internet Marketers operate massive lists with this business model – sell, sell, sell and buy, buy, buy.
While this works in the short term, it may not work for the long haul. Short term success is more of a right place, right time scenario – obviously, sending offer after offer will strike some people just at the right time when they are inclined to purchase something. Maybe they were looking for something like what you just sent and so they purchase it or maybe they have some extra cash and your email sounded good.
Whatever the reasons, sending only offers does work, but a lot of the income generated from selling these offers has to go back into building up the list more and more. The idea is that you just replace the unsubscribes with new opt-ins.
Another way of approaching a list is to send content after content. In this scenario, the subscriber is accustomed to only getting content from you. You never send products or services to purchase.
The thing to keep in mind with this method, is that while content is great and helpful, you won’t make any money!
Anyone marketing online wants and deserves to generate an income from their efforts. Plus, managing your list costs you money every month.
And yet another method for approaching your list sits nicely in the middle of these two methods – a little of both.
Call it the sweet spot
You do send products and services to purchase and you do send plain content as well. It’s the best of both of worlds for you and your subscribers.
Maybe one day you send a tip on a new traffic technique that works. And another day you send a product that helps generate traffic.
Above all, the products and services you are sending are recommendations from you. Whether you tell them directly or not, they assume you are recommending that they purchase this.
Be the Marketer they want to hear from
Subscribers have opted-in to your list for a reason, but if they aren’t wowed by you, they can easily unsubscribe and be gone forever.
A nice sweet spot provides them with regular content and regular offers. To the point that they look forward to your emails to find out what you have in store to share with them.
Your subscriber list is a two way street, you email them and hopefully, they open and read and your emails.
But ultimately, they are under no obligation to do anything else, much less stay on your list. Carefully crafting each email and keeping the “What’s in it for me” way of thinking will ensure your subscribers stay with you and open each and every one of your emails.