CPR for a Dying List

Although I know you’re not new to email marketing, I want to back-track a little and go over some of the points to help you get your list growing. Your list needs to help, not hinder the growth of your Stampin’ Up! business. I spent years refining and renewing my list and I’ve learned a lot along the way. I hope this series of featured articles will assist you to have the information necessary to succeed. 

The relationship between you and your opt-in list members must be one of trust. If there is no trust, you will not likely get that person to sign up. If they do they may not stay. Here are a few strategies to build and maintain trust:

#1 They must be able to opt-out. Make sure each customer signing up for your newsletter or information knows they have a quick and easy option to bow out when they like. A simple reply email process or better yet, a click for their subscription to be removed should do the trick. This is actually required by the CAN-SPAM Act.

#2 Offer interesting and valuable content. To build their trust in you, start providing your stamping readers with valuable and interesting articles. While this may be a lot of work, the benefit of them trusting what you have to say is well worth the time. You will soon be considered an expert in stamping field, which can easily bring more prospects to you. When customers find helpful information, they will share it. 

#3 Stick to the 75/25 rule. People expect a certain amount of marketing and sales when they receive an email, however if your email is too heavy on the sales end, they’re going to drop you like a hot-potato. Always make sure you offer at least 75% valuable content and around 25% promotional content. Additionally, make sure your marketing content is relevant to stamping.

#4 Get them involved. One great way to breathe life into your opt-in list is to get your readers involved. Take a poll or survey, have a color or card template challenge and post the results, ask questions and provide feedback. Create a community with your prospects and customers, it’s a great way to build a business.

#5 Finally, make sure to balance your communications. There’s a fine line between emailing too often and contacting your opt-in list too infrequently. Find the balance. Study your newsletter click through and open rates. Test to see what frequency works best for your audience. While most people who sign up will expect contact from you regularly, they aren’t likely to remain happy if you email them several times a day. When creating your opt-in box, try to specify how often you intend to contact them, with room for extra mailings for the occasional special report or bonus.  I started sending my newsletter articles on a monthly basis, but it wasn’t enough.  I went to twice a month, publishing when I had time. Now, I publish weekly on Tuesdays. This new timing has increased the size of my list and my click-through and sales.  

Your list is the lifeline to your business, keeping your name and products in front of your customers. If you have nobody to communicate with, who will host your workshops or buy your products? Keeping them happy, waiting in excitement for the next mailing is the key to a happy list. Treat them well, let them trust you, and your list will not only start breathing again, but will have more life in it than ever before.

Stamping Successes!

p.s. How often do you correspond with your customers?  Leave your comments below.