A Super-Responsive Mailing List Is Easier Than You Think
There isn’t a single industry currently on the web that enjoys an average open rate of over 30% as far as emails are concerned. With that piece of information, it’s very easy to become disheartened as far as the mailing list is concerned.
Is it still worth the effort?
The answer is a simple yes, and this is because that small percentage is experiencing direct exposure to the product. But in order for these readers to react to the product, they need to be engaged. After reeling them in and getting them to sign up, there is more work to be done to reap the benefits of the mailing list.
The Technical Side Of Things Seem Pretty Hairy
Based on a recent survey done, 35% of email recipients open email based on the subject line alone. Industry leaders shed some light on the heading and are in agreement that a simple, powerful heading is all that is needed to get the reader to open in.
The simple heading is favored far more than a technical and superfluous one.
This could be because people are becoming increasingly selective in what they read. If it seems too complicated to read during a short break, the email is often shelved for a later date and slowly disappears into the ether called the unorganized inbox.
It’s Like Writing A Letter To A Friend
Have you even been in a lecture and the lecturer was not open to discussion on the subject afterward? Questions were ignored or students were made to feel slow or ignorant. Did many of those students progress to the next semester, let alone the next year?
Now compare this same scenario to a course that openly invites discussion or activity.
A course where the lecturer is open to dialogue and in fact encourages it. Which course will inspire you to contribute?
A Personal Event That Will Allow Readers To Relate To You
Sometimes sharing a bit of personal information allows the reader to relate to you. This is especially true when the scenario involves something you struggle with. This does not even have to relate to the blog but bear in mind that this still needs to be professional. Not only will this revelation of your personal trial or victory allow you to engage your reader on a different level, it will also help build the relationship.
Thanks to the high number of emails users receive from unmanned mailboxes, it’s hard to imagine there is an actual person behind these. A good way to let readers in on the secret is to send a personalized email to them, asking them a bit about themselves. Once they respond, it’s important to keep the lines of communication open. This way, they know that this is not just another unmanned mailbox.
In sales terms, this is another hook in the big fish before you reel them in.
The beauty of this is that you don’t need to sell in every email to elicit a response from your readers.
Engagement That Provides An Arrow In Your Quiver
Sure, a sale is always the goal, but what if the responsiveness allows you to dig a little deeper into your ideal client?
Relish feedback, even negative feedback.
This may sound strange, as we all tend to shy away from negative feedback as far as possible. When a user is not responding to the sales call but they open all your emails, it’s time to get a bit personal. You may have the right niche, but your demographic could be skewed.
The easiest way to determine the mix of clients on your list is to send out a survey.
Should You Cater To The Different Demographics?
This will largely depend on your niche. If you happen to run a Mommy blog and your survey results reflect mainly adults without children or even seniors, then there might be something on your blog that is attracting users from different demographics. This is great for your mailing list but could hurt your sales.
Your ability to cater to different demographics will largely depend on whether they will find value in your products and services.
Possibly the Most Important Part Of A Responsive Mailing List
So you have all these amazing things to tell your readers that you just end up telling them. You don’t give them the opportunity to respond. There is no question, no opt-in, no special offer. Sure, it’s good to have a few of those interspersed between the rest. But for the email you are prepared to sit and watch your inbox for, you need the golden goose, the proverbial green button…
You need a call to action!
The call to action prompts your reader into doing something, whether it is to respond to your mail, take part in a survey, or buy some stuff. You used the call to action for the signup, now use it for the conversion.
Take This One Step At A Time And Trust Your Gut
There is only one thing that can stand between you and cultivating the mailing list you need to make your business thrive, and that is fear. Fear of the unknown, fear of failure, fear or self.
“Our deepest fear is not that we are weak. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us” – Marianne Williamson from A Return To Love