Do you have a list? Is that list making you money?
I worked with a music coach once who had a decently sized list that she was emailing once every week or so.
She was technically doing everything right – her emails were engaging and fun to read, and she had a fantastic year-long program to follow up with and invite people to join. The problem? No one seemed to be joining!
Frustrating, right? I’m sure most of you have experienced similar problems.
Every marketing guru on the internet keeps hammering on how important it is to “have a list”, but when it comes time to actually talk to them? Crickets…..
So today, I’m going to fill that gap and talk about four campaigns you need to be using with your list to start raking in the dough.
1. Welcome campaign
The first campaign you’ll need is a welcome campaign. It seems obvious, but I can’t tell you how many coaches I’ve worked with, who either didn’t have one or had phoned it in on the copy.
The Welcome Campaign is one of the most important campaigns you’ll ever send out – it’s your prospects’ introduction to who you are! After delivering your lead magnet, you don’t want to just leave your people hanging, you want them to start developing a relationship with you.
I’m not just the Funnel Expert, I’m Roxanne, a married Christian with three kids, and a love of nature and reading.
By talking about yourself and revealing some personal information, you invite your prospects to connect with you and start building the trust they need to be able to work with you.
You can also use this campaign to set some expectations. What topics can they expect to see? How often will you be emailing them? This campaign sets you up to start the relationship off on the right foot.
2. The Newsletter
This is the constant touch email campaign that you want to create so that you can stay top of mind.
The rule of thumb is to email your list no more than once a week, but at least once a month, so you stay connected.
This is also where you get to share your genius!
Throw your personality into these emails, and share your best material! Actually teach your stuff and offer tips, tricks, strategies and insights.
Don’t just tease them, really let them get a taste of what you know.
By offering your knowledge in small pieces like this for free, it encourages your list to trust you as an expert, and sets them up to buy when you offer a deeper dive into your topic.
3. Promotional Campaign
One of the biggest mistakes I see from coaches when they’re doing a promotional campaign is that they come straight out and just say “Hey, you’re on my list…BUY FROM ME NOW.”
To increase your conversions, present it as a teaching opportunity!
Take a lead-in topic and share a little more than usual, and really focus on their issue. Tell them, “I know you’re struggling with x,” and really get into the details on how that feels for them, and how it’s affecting their lives.
This positions them to say “Oh heck yes!” when you finally open the sale.
One other important trick: Only run these campaigns for 4 days. It creates a sense of urgency and also prevents you from becoming the over-bearing car salesman.
After you finish your campaign, actually take it down – don’t just say you will and leave it up, because that will erode the trust between you and your prospects, as well as counteracting the urgency to purchase.
4. Re-engagement Campaign
We all have those people on our lists who signed up to get our newsletters, but never seem to actually open them.
It’s easy to focus on the people who are engaging with you, but don’t forget these people!
If they haven’t opened anything or interacted with you in several months, set up a campaign to let them know that you’ve noticed.
Tell them that you don’t want to clutter their inbox, so if they don’t respond, you’ll remove them from the list, but if that’s not something they want, they can click here to re-engage and tell the system they want to stay on it. If they don’t respond, actually remove them.
You can send their email to Facebook to see if they will opt-in again, but keeping dead leads on your list can negatively affect your deliverability, so you definitely want to make sure you aren’t ignoring this group.
Do you use any or all of these campaigns in your business? How have they helped you? When I worked with the music coach, we took a snippet of her year-long program, turned it into a stand-alone class and ran a 4-day promotion campaign. She ended up making over $7,000 in those four days! These email campaigns seem really simple, but they can be super powerful in helping you monetize that list you’ve so carefully cultivated.
And, as always, if you don’t want to build your grind-free empire yourself, click on the link here and let’s set up a time to talk about how I can help!
