Let’s cut right to it.
Email isn’t dying.
Everyone has an email address and everyone uses email.
That makes it the best way to directly connect with people.
But that doesn’t make it easy to execute.
Just like with getting people to your blog there are already a ton of people trying to grab the attention of people in their inbox.
Creative subject lines will only go so far, but this is why it becomes extremely helpful to know who you’re talking to and try your best to only talk to them.
Let’s see why that makes a difference.
The Right People, the Right Message
What are we looking at here.
This is a list of recent broadcasts that I sent out to my mailing list.
However, not every one of these emails went out to all people. In fact, only one email went out to the majority of people and that was [non-CAY] what does your brand do now?
You’ll notice that is the one with the lowest open rate at 29.43% which is still really good for a general email.
However, you’ll notice the open rates for the other emails are MUCH higher.
Why is that?
Because they were sent to a specific segment of my mailing list that WANTED to receive those emails.
(The [PB] money numbers to track and [CAY] be different emails went out about an hour ago so the open rates are lower than usual.)
When people want to hear from you they’ll read your emails because you have their attention.
When you’re just another person reaching out to them then they won’t care and they’ll check your email (hopefully) maybe when they’re using the bathroom.
Is it starting to sink in the difference between trying to connect with one person versus trying to reach everyone?
Big numbers are awesome. I want those as much as anyone else but I know they don’t have to be the driving force behind any of my blogs.
Do I care more about traffic or revenue? You might say they don’t have to be mutually exclusive and they don’t, but if I had to pick one over the other then I’m going with revenue.
So if we take the requirement of needing to get a massive amount of traffic to a blog to reach our financial goals, what do we do?
This is where focusing on the right person comes into play.
When you can get people to allow you into their inbox you’ve moved them further along the awareness journey.
Seth Godin refers to this as Permission Marketing.
We’ve become so jaded to marketing that we tend to believe that nobody wants to be bothered with any marketing but that isn’t true.
Great marketing makes an impact on people’s lives.
The great Peter Drucker once said:
The aim of marketing is to make selling superfluous.
Think about that. What if you could sell without selling?
That’s what blogging can help you do. That’s what email marketing can REALLY help you do.
When people start on your blog and see that you’re providing them with value then they’ll be more likely to give you their email address for even more value.
If you can provide them with that then what happens when you show them a solution that can help them?
They don’t see it as selling. They see it as the person they trust helping them out by making them aware of something.
I’m going to bring it up again.
- Get them to notice you
- Get them to pay attention to you
- Get them to trust you
- Convert that trust into money
Your blog can build a certain level of trust. The emails that you send people will solidify that trust and make converting that trust into money much easier.
But that means you need to get people onto your mailing list.
How do you do that?
Also referred to as opt-ins or lead magnets. They are the things that you see on blogs where people offer you something in exchange for your email address.
It could be a PDF, a workshop, a challenge, or a million other things.
The actual format of the Honey Trap doesn’t matter. What does it matter is that it provides value to help build the trust between you and your audience?
Too many Honey Traps are a complete waste of email space.
A lot of bloggers simply have a box on their site asking people to sign up to receive updates.
Why would anyone want updates unless they loved your blog so much they went through every single post on it?
This is where choosing and sticking with a micro-silo makes things interesting.
Because you’re focused on a very specific topic that means you should know what amazing things you can offer your audience that fits within the context of what they’re looking at.
If we decide to do a mailing list for Bogoten, then all we have to do is figure out an amazing Honey Trap for people interested in bedroom decor.
We don’t have to think about a million other interests.
Bedroom decor is it.
Then as we expand into other micro-silos we can create Honey Traps for those as well.
That way we have very specific Honey Traps that fit within the context of why someone is visiting our blog.
Remember that image I showed you earlier with the high open rates? That’s what happens when you segment your mailing list.
When you continue to send people emails that fit their interests then you continue to build trust with them and that trust leads to money.
Segmenting your mailing list and understanding what people want becomes amazingly easy when you have a specific lead magnet for each micro-silo.
Now that you have people on your list what do you send them?
What Emails to Send Your Mailing List
This is where a lot of bloggers get stuck because they have no idea what to send their audience so they don’t send them anything at all.
If that’s the case there is zero point in keeping a mailing list.
There is no world where you can magically send an email after 6 months of silence and the people on your mailing list will be receptive to it.
They won’t care about you because they won’t remember who you are.
So once you collect an email from someone you need to begin communicating with them.
How often you do that is up to you and it’s best to experiment.
I send a couple emails a week to my audiences.
There are two main types of emails you should consider sending:
Let’s go over each.
I’m a big advocate of newsletters when done properly because they give you an easy format to follow and they allow you to send something consistently so your audience is waiting for it.
People enjoy consistency and when they know they’ll get a great email from you every Thursday (I picked a random day) then they’ll be more open to…opening…your email.
The only thing that you have to consider is what format your newsletter will follow.
There is no singular newsletter template, but I suggest you find something that works for you and you stick with it.
Maybe you have recent blog posts, random thoughts, and a quote as your newsletter.
Whatever it is, make sure it applies to your audience and make sure that you’re consistent with it.
But what about money?
Can you make money with newsletters?
Most definitely. You can always include links and mentions to your product and services or maybe you want to showcase an affiliate product.
(Yes, there is a full affiliate marketing workshop within the Blog Simple Framework.)
Campaigns or sales funnels are an automated series of emails that you send out to someone.
They sign up for your Honey Trap and then the campaign begins.
These are a great way to make money because you can lead your reader through a journey with the final destination being a product or service that they can purchase.
Unfortunately, setting up a proper campaign is far too deep for this guide, but what I can tell you is that your blog is the beginning of their journey.
Think about where they want the final destination to be and then craft emails that will lead them closer to that final destination.
The final destination is the result that they want.
Your offering (product, service, whatever) is the last thing they need to reach the destination.
So now it should be clear that your blog is a giant map for your reader.
People will enter at different parts of the map but you can guide them all to the same destination with your blog posts and emails.
Now guess what?