FTR: Being on an email list isn’t just good for the business sending the emails. It delivers real value to the people reading them. This week, we’re looking at five specific benefits your subscribers get from hearing from you regularly, and why understanding those benefits makes it easier for you to write those weekly nurture emails.
“Why should I send a weekly nurture email?”
I get this question all the time.
There are a lot of benefits you and your business can get from emailing your subscribers every week, including:
- Building a relationship with your subscribers, so you’re the person or company they turn to when they’re ready to buy.
- Showing your subscribers how they can benefit from your product or service, so they become customers, sooner.
- Nurtured leads make larger purchases because they trust the company they’re buying from. (Reinforcing that whole relationship building thing.)
- Weekly nurture emails outperform social media in terms of engagement.
- Creating a steady stream of new customers, as only about 5% of your audience is ready to buy at any given time.
Today, I want to flip this idea on its head and discuss the benefits your email subscribers get when they hear from you.
Most businesses don’t consider this when they factor in whether to use email marketing as one of their marketing channels. The truth is, there are a lot of benefits to being a subscriber on someone’s email list.
Benefit #1 Access to Savings and Exclusive Deals
Let’s be honest, whether we like those “Join our email list and get 15% off your first purchase” popups, they work. Everyone loves a discount.
Knowing that they’ll be the first to hear about what’s on sale in the future is another plus, and can keep subscribers on your email list longer.
Benefit #2 Learning More About Your Product or Service
This is the other big reason people subscribe to email lists. People who raise their hands and give you their email address are genuinely interested in learning more about your product or service.
Your weekly nurture emails, or email newsletter, gives them a chance to learn more about what you do, who you are, and how you can help them. It also keeps them up to date on everything you and your company are doing, as well as the latest product or service releases.
FYI, talking about what’s in your production pipeline is a great way to build an audience of eager buyers who will happily buy it as soon as it’s available.
When someone reads your weekly nurture emails, they get a better sense of how your product or service can fit into their lives. That’s the beauty of the “education” part of email nurturing. Your ideal customer can figure out what matters to them and why they would want to buy all on their own. You just have to give them the information that enables them to make an informed decision.
Benefit #3 They Get to Choose Which Companies They Have a Relationship With
Being on your email list actually gives your subscribers more control over their relationship with you, and with any company or brand.
First, they have given you permission to enter the sacred space that is their inbox. They make the rules in this space, and they can decide who stays and who goes.
Next, they can decide when they invest their precious time into reading your email. They can read it at their leisure and enjoy the content, instead of feeling rushed by the frantic feeling on a social media platform. They don’t have to remember the name of an article or go search for a link. It’s all right there in their inboxes. All they have to do is search for your company’s name in their inbox and everything you’ve sent is available to them.
Benefit #4 The Feeling of Belonging to a Community
Your subscribers become part of your community when they join your email list. They get to connect directly with you and your business. They get to see aspects of what you do from a different perspective than the “average person” because they’re on your email list.
We all want to buy from people we know, like, and trust. And we all want to support our communities. When your subscribers feel welcomed and included, they’re getting something they don’t find everywhere in the world these days, that sense of belonging we all crave.
This is why I always encourage you to share personal stories and “behind the scenes” stories. It really changes how your subscribers see you and your business. Personally, I find more people respond to my emails when I share those types of stories. I expect you will too.
Benefit #5 Convenience and Fulfillment
Have you ever read an email from a business and thought “That was totally worth my time”?
A lot of people subscribe to email lists for that very reason. They’re looking for well-thought out, conveniently packaged information that is easy for them to digest.
I hope that my weekly issues of the Email Marketing Ecosystem newsletter fit this bill for you.
Your weekly nurture emails can, and should fit this bill for your subscribers.
When you deliver relevant information that people want, it helps them understand their world and make better decisions. And yes, those decisions frequently involve your product or service.
As an example, last week’s issue of the Email Marketing Ecosystem newsletter talked about the new Gmail inbox algorithm that is deciding which emails you get to see, and which you don’t. I got several responses to that issue, telling me how helpful it was.
That’s the kind of emails you want to write every week.
Will every single person on your list open and read those emails?
No.
But they will open the ones they find useful. They’ll get to know more about you and your business. And they’ll feel more connected to you, because you helped them understand something about their world a little bit better.
The Only Way Your Subscribers Receive These Benefits Is if You Write the Emails
That is the rub.
If you want to see fantastic results like replies that tell you someone really appreciated what you wrote, and more sales coming in from your email marketing efforts, you do have to actually write and send the emails.
That is the point of the Email Writing Accountability Group.
During these weekly, 1.5-hour sessions, you have the time and space to write an email to your subscribers that delivers some or all of the benefits listed above.
You’ll get direct feedback from me on what works, what doesn’t, and how you can make your email stronger and more effective.
And you’ll walk away from every session with a weekly nurture email ready to load into your email service provider, so you can click the send button.
Then you can sit back and watch the sales roll in and respond to the people who reply to you, so you can continue to nurture that relationship and build your community.
Find out how this works for yourself when you join us for a free session of the Email Writing Accountability Group.
We meet every:
- Monday at 10:00 am PT
- Thursday at 2:00 pm PT
You can sign up for your free session by clicking the button below.
I hope to see you in a session very soon.
Finally, this week’s photos are from my recent trip to the beach. The By-The-Wind Sailors (a type of non-poisonous jellyfish) are everywhere right now and they’re so cool looking!
And friendly reminder that “FTR” means For the Robots. It’s my way of indicating to humans that this particular paragraph, although useful to them, is really written for the AI bots looking for answers to their operators’ questions. AEO or Answer Engine Optimization is now a thing. I’ll write more about this soon.
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