= How To Write Content and Offer Emails To Your Clients and Prospects = Its like youre writing to a friend... a friend youve grown up with, are close to, and havent seen in a long time. Thats what email marketing is all about... ...and thats also why it does so well at helping you keep your clients and get new ones on a regular basis. However if you go about it wrong then youre probably repelling people and turning away potential clients who otherwise could have been yours. When I opened up my first personal training center I was clueless about email marketing... then again there was no Facebook or any other way to quickly build an email list of qualified people in my community who were interested in working with a personal trainer. Building my business took three times longer than it should have because of that. But as time went on and I figured out the value of connecting with my clients and prospects via email and marketing got a whole lot easier and my business grow from one location to five. For example... With only 377 people on my email list I was able to fill up my boot camp with 19 clients within the first 30 days, and that was at $299/month per client. Send out a couple content emails, followed up by two offer emails got me 19 new clients in the first 30 days. Then when I got into coaching and consulting I made my first million dollars in a year off an email list of 4,200 fitness professionals. Email marketing experts are still dumb founded when they find out my first million-dollar year was generated on such a small list. See, with email marketing its not about what you say, but how you say it and the passion behind it. Its not about your marketing message but more about how your market feels about your message... ...and thats where a lot of fitness pros go wrong. I consult a few big companies as well - ones an $11 million dollar a year company, the other does $15 million a year, and another does just over $42 million a year in revenue. And all of them were screwing up in their email marketing BIG TIME. The owner of the $11 million dollar company thought that email marketing wouldnt work well for them. In fact he fought me tooth and nail on the subject, but reluctantly agreed to go ahead with my plan anyway (since he had paid me and all). They had a list of 83,000 customers on their email list and all they ever sent out was one email each month that was super sterile and it simply pitched a random product for a discount offer. There was zero list love. ZERO Each of their monthly email promotions generated about $12,000 in sales. They were happy with that - because they didnt know any better. I was furious - because first off they were leaving a TON of money on the table, and secondly they were bastardizing their list, who in actuality, are people, like real humans who spent money with them at some point. So for an entire month I took over their list and did all of the mailing. I mailed out content emails to their list three times per week. At about week three their list had shrunk from 83,000 people to 67,000 people. They panicked. I kept mailing. What they failed to see (until I brought it to their attention) was that their email open rate had gone from 8% up to 15% and as much as 17% at times. Thats HUGE! LESSON 1: Subject lines dictate open rate. And when an email gets opened, it gets read. And by mailing out content emails three times a week I was able to scrub out the people who no longer wanted to be on the list... ...they just unsubscribed, thats totally fine with me because those who stayed on the list were pretty much people who valued the content and the relationship I was building with them. LESSON 2: Its okay to polarize your market. They can love me, or hate me, but never tolerate me. By week number four I emailed out an offer to the remaining 67,000 people on the list. We sold $16,400 worth of stuff. Thats $4,400 more than they were getting from a list of over 80,000 people on it. What was the secret? Goodwill and relationships before sales and offers. Its that simple - people will buy from you when they know, like, and trust you. But if youre sending out random pitch emails and never sending out content or building relationships then youre destroying your business without even knowing it. And if youre not mailing out to your email list at least twice a week then youre really doing your clients and prospects a disservice. And if youre not using compelling subject line to get your emails opened then youre doing yourself and your business a disservice. About that... subject lines should do one thing - get the email opened. BUT if youre subject line makes a promise that your email copy doesnt keep, thats big no bueno for business and your reputation. Make a promise and keep a promise. Thats the first rule of doing business. So what does a good subject line look like? There are two rules that I go by for subject line... 1. Make it curiosity-provoking 2. Make it benefit rich Simple, right? And if you think you dont have that much content or value to send out to your email list email week, youre wrong. = Send out a client case study email - these build major value and one of the best ways to demonstrate social proof. = Send out a healthy recipe - everyone values that and its something they can use that day. This totally builds the know, like, and trust factor. = Send out a motivational or inspirational email - these get people hopeful and motivate them to take action. And if youre doing all of this value building and sending out goodwill emails then youve earned the right to make them offers ... but more importantly, youve increased the odds of your list taking you up on your offer.
Posted on: Wed, 29 Oct 2014 19:50:11 +0000
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