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Episode 7: Why you need an email list in your creative business
- 2022/05/04
- 再生時間： 25 分
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Episode 7: Why you need an email list in your creative businessWorking on email list building and content is often one of the key things that my clients want my help with, or they haven’t considered how vital it is to creative businesses at all and we explore why, what and how to harness this amazing sales channel, without feeling icky, repetitive or boring. So why do you need an email list?A well-crafted, purposeful email is still one of the best ways to engage with your audience and create those all-important connections with your ideal clients. If you can create a relationship where you are regularly providing considered, helpful or enjoyable content that can only be accessed by being on your email list, you are much more likely to be creating future customers and clients.It’s an opportunity for you to establish your authority in your niche, to allow your potential customers to get a feel for your approach, knowledge and skills and hence how or why they might wish to buy from or book you.The key to building any part of your customer relationship is consistency. So decide when and how often you can commit to creating your email content and stick to it.An email list will also always be yours – it’s not subject to algorithm changes like social media or Google – you own and control it.How do you get sign ups?There are 3 areas you can create maximum opportunities for potential customers to see your email subscription opportunities:1. Ads eg Facebook, Instagram, Google etc which present your ‘newsletters’ for sign up – usually by offering a freebie or lead magnet.2. Social media – talking about it on your posts as well as adding a sign-up link in your profile bios.3. On your website – eg with pop-ups, sign up areas on your website and so on.How do you decide what content to include?The content of your newsletters will vary based on your business model, whether you are selling products or services, and how many types of ideal clients you have.If you have different ideal client profiles you may want to consider segmenting your subscribers into different areas of interest, eg those that are interested in workshops versus those that might be interested in your products. That way you can make sure that your content is specific and useful to each demographic.Ensure that your emails are engaging and in your brand voice – think about the things that you want to learn or hear about when you’re considering a purchase or hire. What are you interested in, what engages you?The format might be relevant too – if you write beautifully and engagingly then maximise your skills there, if stunning imagery is your thing, then make sure you include plenty of photographs. Video content is also increasingly popular, and a video diary could be a really great way to engage your audience.Whatever content you include, always try and make it unique to your email list – something your audience can only access by being on your list, eg unique help, inspiration or discounts. First access to your workshops or limited product ranges for example. Encourage email responses too – if you have a question that would help you understand your audience better then ask it – this is your opportunity to give someone the opportunity to personally reply without it having to be on social media and publicly viewed.Make sure there is at least one clear call to action in every email, eg shop a sale, view a new collection, book a call, listen to a podcast, read a blog post – the premise is that you want your readers to want to go on and find out more about what you are offering. The more time they spend with you on all your channels the more you build the Know/Like/Trust factor which will ultimately lead to sales and bookings.Make it so worthwhile that your ideal clients will never want to hit that unsubscribe button.How may subscribers do you need?Numbers are not as important as engagement – you could have thousands of subscribers. but if only 10% of them are opening your emails, or only 1% are clicking through to where you’re sending them then you’re not harnessing the power of your emails. Your content is maybe not interesting enough, or not compelling enough to get them to take action.The open and click through rates are the metrics to pay attention to – if you’re not getting a good percentage of your subscribers opening or clicking then think about revamping the way you present your content to be more engaging.I’m going to leave you with a few tips:Tips1. Choose an email platform that you feel confident using and understanding and is affordable for you – there are a great many to choose from now. My own personal current favourites are Squarespace (if of course you have a Squarespace website) and Flodesk (which is attractive and easy to use).2. Create at least one valuable lead magnet or ‘freebie’ that your ideal customers will love that they...