They get people on a list normally using a discount offer.
Or they invite people to join their boring old newsletter.
These methods can work, but they're kind of BS.
Nobody wants this.
If you get people on a list for a one time deal, they're unlikely to open emails after they've got that one item.
If you attract discount-seekers they are going to expect that all the time.
You might have heard people talking about giving away a freebie some kind of digital product ebook video or audio etc.
This is different.
Because with this individual item you're actually attracting people who want information about that.
If you get people on your list for a discount all they want is more discounts.
You're basically filling your email list with cheapskates.
This is what most businesses do.
And it's dead wrong.
"You should be engaging with your list and talking about what they want in a way that resonates with them."
Too many business owners smack their list over the head with offers, sales, discounts and coupons.
Is it any wonder their email again engagement is down the toilet?
These things are complete snoozefest!
People don't engage with emails like this because it's not about them.
It's about you and your product.
Don't do this.
I hear from lots of business owners who are scared of emailing their list.
They quite often (rightly) assume that their email list does not want to hear from them.
Think about it;
Let's just say you've trained your list to expect a discount or a coupon.
If you don't offer more and more discounts in subsequent emails their interest in getting emails from you will disappear.
Instead, you need to train your list;
You need to get your content to a position where people are looking forward to it.
Your prospects could care less about your business, your product or your offer.
It doesn't matter how many awards you've got
It doesn't matter how many times you've been on TV or featured in newspapers
It doesn't really matter how many sales your product has made
You need to talk about your prospect, not about your offer or business.
Talk about what's in it for them.
You need to be more personal and emotionally engaging in your emails.
Don't be cold and commercial.
Okay, so this is the wrong way to send marketing emails.
Now, let's talk about...
How To Send Marketing Emails Which Get Sales Not Unsubscribes
Many marketers fall into the trap of thinking, the more promotional emails, they can send the more money they will make.
This is false.
The moment you send a promotional email you have lost.
There are actually three things that your email needs to do, and selling is the least important.
Now yes, admittedly...
Generating revenue and income from email marketing is the number one priority.
It should not be the number one priority of the emails that you send.
The two most important factors are;
Education and entertainment.
If you can educate your prospects and give them some value for free they will reciprocate by buying your product.
If you can entertain your prospects they will look forward to your emails.
They will open them read them and click on them.
This is why most business owners are scared of sending emails;
Because their content sucks.
They think email marketing is a bad thing.
Because they equate marketing with just sending promotional emails.
But if you do this in the right way - the value is INSIDE the content of your email.
And not necessarily your product or service.
Getting people to buy from you becomes a natural byproduct of your email marketing strategy.
Rather than you telling people over and over to;
"Buy this, buy this, buy this"
Or trying to convince them to buy your product using offering discounts, coupons, and so on.
If you create what we call "edutainment" emails, people will want to buy your product.
You will need less persuasion.
You can make more sales and charge higher prices.
And, importantly, you can send emails more often and get less people unsubscribing.
You need to get out of the habit of thinking that your product or service is where the value is.
The value, if you do this correctly, is inside your email.
When you use this combination of education and entertainment in every email you send then every time you broadcast your list, you are delivering value.
This way you are building a raving army of fans.
They love your content and hang on every word you say.
This moves away from disruption marketing (where you're trying to interrupt a prospect going about their day) to attraction marketing (where people are attracted to your content and actively seek it out each day).
They want to know what happens next in the story.
They want to read your next email.
They want to click your next link.
Okay great - now let's get into this in more detail and talk about...
Using the Power of Edutainment To Send More Emails
Making your emails entertaining is very important.
I know this because I used to send only promotional emails.
Back in the day my email marketing approach was like everyone else's.
I would use the same old tired subject lines.
And the same old boring marketing ideas;
SUBJECT LINE: special discount!
SUBJECT LINE: Coupon Inside. (OPEN UP)
SUBJECT LINE: This is a game changer
SUBJECT LINE: Just gone live
SUBJECT LINE: CLOSING DOWN SOON
What an absolute yawn fest!
The moment I started sending edutaining emails is when people sat up and took notice.
I started getting replies to my emails.
People would reach out to me and say how much they loved my email content.
Not only was this great for the ego, but also great for sales.
But not only that, because when people reply to your emails you are more likely to be put into the inbox rather than spam.