You know that feeling you get when you need some Starbucks because you’re groggy, irritable, and feel like all you want to do is take a nap and be done with it? If you don’t have an email list, you should be feeling like that ALL THE TIME. Yep, I said it, and I’m totally trying to make you feel bad because not having a list is THAT important. If you’re ready to stop leaving money on the table, and start connecting with your ideal clients via email, let’s get the party started! It’s time you learned how to setup an email list, my dear.
Before we get into how to setup an email list, we need to go over the why.
The most common reasons for setting up an email list are:
- sell a product/service
- increase traffic to your website/blog
- build relationships with your ideal clients
- deliver information (tips, promotions, etc.)
- learn about your market
Most importantly, when you setup an email list, it allows you to have FULL CONTROL over your efforts.
I hear it all the time, “But Kim, I don’t need an email list, I use Facebook and have an Instagram page. I’m able to connect with people there, so I don’t need to collect emails.”
No. Just no.
Imagine Mark Zuckerberg woke up tomorrow and decided he’s made enough money, and he’s going to charter a private jet and fly his family to some private island where they’ll live out their days sippin’ on drinks in festive tiki cups, surfing, and making sandcastles. Buh-bye Facebook.
If you’d been counting on your Facebook page to keep your fans up to date and engaged, you just got big time screwed, because you now have no line of communication with the people you’ve spent oodles of time trying to woo.
I’m no psychic, but I would guess more than 50% of the small business owners I follow on Facebook would be out of business real quick. Not because their products or services stunk, but because they would have absolutely no idea how to rebuild after such a devastating blow.
The truth is, you don’t have a single ounce of control over your social media sites. Ziltch. Nada. At any given moment, everything you’ve worked for could disappear. Imagine your business without those connections. Do you think you could survive?
I won’t even get into visibility because we all know by now that your Facebook reach often stinks if you’re not paying to play.
The beauty of an email list is that you have FULL CONTROL over your subscriber’s information. You never have to worry about a third party shutting down and taking all of your fans down with them. You can download the information of your subscribers directly to your computer, make a spreadsheet, whatever floats your boat so that you’ll always have a backup.
Plus, your emails will be seen by more people! Sure, some people will have low open rates, sometimes things will go to a spam folder, but I guarantee you’ll have more eyeballs on your emails than you’ll have on your Facebook posts.
So, an email list is sounding like a pretty good idea, huh? Getting setup isn’t hard!
First, nail down your ideal client. You want your emails to resonate strongly with the people you’re dying to work with. Be sure you understand their wants and needs before you go any further. Psst- not sure who your ideal clients are? This can help!
Once you understand who you want to appeal to, follow these steps to setup an email list in no time!
- Design an Opt-In (something for free you give in exchange for signups): This should be something of value that your ideal clients will love. Think about what your reader’s struggles are and come up with a way to help! Give them something that will help them right away. Stay away from the 30-day challenges and three-month free e-courses; those are too much work (and often won’t be completed), and they’re things you can be charging for, pretty lady!
- Choose a Service: For small business owners who are just getting started, I’m a big Mailchimp fan. They’re super easy to use, it’s free for the first 2,000 subscribers. If you ever want to upgrade their plans are reasonable, and their customer service rocks. Whatever you choose, create an account, and start poking around!
- Get Setup: Create a list, put together forms, and get everything setup on the backend. Every service is different, so you’ll have to play around with it a bit. Luckily, there are these awesome things called Google and Youtube that are super helpful when you can’t figure something out!
- Choose Your Frequency: How often will you email your subscribers? Think about the content you’ll be sharing, and decide what feels like a good volume. Also, keep in mind consistency is key! Aim to email your list AT LEAST once per month.
- Begin Creating Content: Get a few emails written, and loaded into your account. What you send depends on your business, your ideal clients, and your goals. Think about what people would be interested in reading and develop a long-term plan. The more you can connect the better, so aim to establish the know, like, and trust factor! If all you’re doing is saying “look at me, look at me!” people will grow tired of your shameless plugs. Instead, share things that your audience will get excited about, and find a balance between hard sells, soft sells, and relationship building. Consider creating a branded template that you can tweak for every email, so that your look is consistent, and you have less work to do for each email!
- Create a Landing Page (basically, a page that is dedicated to your email list): This is entirely optional, but I think creating a landing page for your email list ties things together well and looks more professional than just inserting a signup form all over the place! Create a page on your website, make it visually appealing, add some copy that explains the who, what, when, and why of your email list, talk up that opt-in freebie, and embed your sign up form there. Now, whenever you’re sending someone to the signup form via email, or through social media, wherever, you can direct them to a snazzy page instead of a basic form!
- Start Promoting: Once you have everything setup on the backend, and have an idea for where you want to go with your list, it’s time to start getting new signups! When it comes to your website, a few good places to have the signup form is at the top or bottom of every page, and in your sidebar. Extra points if you have a pop-up (I know, they feel icky, but they work!). Shout it out on social media, run a Facebook ad, tell your past clients/customers about it, and aim to start collecting email address like it’s your J-O-B (because really, it kind of is!).
For me, it’s important to not only give my email list subscribers tips, freebies, and resources that will help them grow their businesses but also to allow them to get to know me on a more personal level. I love getting replies back from my SuperFly VIP’s; we’re able to connect in a personal way that you just don’t get through a Facebook page!
Check out some of the replies my VIP’s have sent me; wouldn’t you love seeing similar things pop into your inbox?!
“Ugh, it’s like ur reading my mind again !!!! I hate Facebook probably cuz I don’t know what I’m doing. Gonna download that cheat sheet now! Also thought you deserved some love back. The other day I realized that we are always shouting out to you for advice and such but we never take the time to reciprocate(well at least I feel I don’t). So I just wanted to let you know that I am going to be more mindful of this and make sure I’m filling your bucket as much as you fill mine and everyone else’s. So In case I haven’t told you lately, I think you’re awesome! I admire your ability, to be honest about yourself and your life, and I wish you nothing but happiness.
“You are so cool! I wanna be you when I grow up! :-)”
“You really are an awesome person! I’ve never met anyone as genuine as you. And the passion you have for your business is truly admirable! Your daughter is so lucky to have a role model such as yourself. Just wanted to say that. (And not because I’m hoping for extra goodies haha!)”
“Seriously, I love you! You are such an inspiration and help me stay motivated in my business. So thank you!”
Be sure to track your open rates, unsubscribes, new signups, and all the other valuable information the service you choose provides! If you notice your open rates are low, try sending emails out on a different day, at a different time, experiment with different subject lines, test a new layout, and revamp your general copy. There are so many things you can try; sky’s the limit!
Do you utilize an email list? Tell me how it’s going! If you haven’t started one, I’d love to know why. Have questions, shout them out! Spill your guts in the comments, my dear!
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