List Building Email Marketing

Nurturing Your List and Building Relationships

Jim West
Jim West

Table of Contents

To build a high-quality and high-ROI email list, you need to nurture and build relationships with your subscribers. This will ensure that your ideal audience stays on your list, tells others about you, and buys from you.

Some people will eventually unsubscribe. Don’t worry. The following tips and insider strategies will help you nurture your mailing list and build relationships to keep a steady stream of new subscribers and keep your loyal subscribers happy.

Follow These Steps to Get Optimal Results:

  1. Read all the information below.
  2. Download and complete the PDF worksheet to plan how you're going to nurture your list and build relationships with your subscribers.
  3. Download and complete the PDF checklist to complete the necessary tasks to nurture and build your list.
  4. See the List Building Email Templates
  5. Also see Email Marketing Posts.

Email Welcome and Newbie Series

The first message delivered to new subscribers sets the tone. It shows you appreciate and value them. It also sets readers’ expectations and starts the relationship building process. Begin by creating a welcome email with your audience’s needs in mind.

Explain how being a subscriber benefits them. Since a high percentage of your subscribers will open your welcome email, it’s the best chance you have to strengthen trust in the budding relationship.

  • Congratulate and Thank Them
    In your welcome email, congratulate them for taking the first step to learn more. You want them to know that you are behind them all the way and that you will help them achieve greater success by sharing what you know.

    If your lead magnet is a free guide, touch on the benefits again and tell them what's coming next. E.g. more tips? Newsletter

    Link to other offers/products in your welcome email, but don't over do it and make it relevant. The welcome email likely will have your highest open rate, so take advantage of that.

    You can help new subscribers feel a connection with you and your business by referring to them (and others) as members… as in “team members,” where everyone is important and works together. Do what's relevant to your type of business. For me, it's "Insiders."
  • Deliver Downloadable Incentives
    Deliver the link to the download or access you promised. New subscribers don’t want to read a bunch of stuff before you give them access to their “goodie.”

    Cut to the chase and provide the link towards the top of the page and again at the bottom in your P.S. The lead magnet will help convince them to take other actions.

    Insider Tip: Include the link to access the lead magnet on the thank you page and tell them to check their inbox or spam/junk folder for an important welcome email.

    If you are not getting a high open rate of like 60%+ on your welcome email, you can include the access link ONLY in the welcome email and tell subscribers to check their email for the link to access [name of lead magnet].
  • Set Expectations
    Your welcome email is a good place to mention the benefits of being a subscriber. Tell them approximately how often they’ll receive emails and what type of emails they’ll get. You’ll sandwich most of the information you include in between the links or calls to action.

    Don’t bombard new subscribers with too many emails at once. Instead, give them a day or so and start a series of “newbie” emails that are spaced apart. You don’t want them to unsubscribe before they really get started good.
  • Be Authentic
    Let your personality shine in your emails. If you have a quirky sense of humor, let it show, while still being professional. That’s the key to building relationships. When readers are attracted to your site and join your list, it’s because they’ve seen something they like in the content and/or your tone/style.

    When you “hide” personality traits, you may unknowingly hide something that would attract even more people to you. Even if you represent a big company, you don't have to be stuffy and boring.
  • Provide Clear Directions
    Tell members how to accomplish the things you want them to do. For example, if you want them to take a survey, include that in the directions. If you promised a freebie, explain where to go and how to get it. If you want them to join your online group, tell them where to go and how to join.
  • Promote Social Networks
    Tell your new subscribers about the social networks you use. Add this email to your “newbie” email series. It’s a good way to educate them and invite them to share a more personal connection with you. The social environment seems more informal. Provide the social links and explain the steps they need to take to like the page and/or join the group.
  • Make Email Contact Simple
    Don’t hide your contact information in your emails. You want people to be able to hit reply and respond to you. Make it easy for them to ask questions, as well as use the content forms on your website. When you are easy to contact, your audience feels that you really do care and they are important.

While your welcome email is very important, so are the automated emails in the “newbie” series. Take the time to craft a welcome email that covers the most important info that is needed immediately.

In your follow-up series, continue to use these 7 tips and ideas to help you build your relationship and trust.

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