Has this ever happened to you?

You’ve just sent out your latest newsletter telling your subscribers about a fantastic offer especially for them. You feel proud because you know that it’s something that’s really going to help them. But when you go to check the stats afterwards you find that very few people have opened it, let alone clicked on the link to read more. And you feel really disheartened!

This happened to me when I first started doing email marketing. Spending time and energy crafting a fabulous offer for my subscribers only to find that no one gives a damn!

It’s easy to feel deflated and disheartened, and to tell yourself that email marketing doesn’t work. You can sometimes find that the gremlins start taking over – that little voice that tells you other people are getting clients and selling products through their email marketing so why can’t you? There’s obviously something wrong with what you’re offering, or if you’re going to be really self-critical (and I’ve been guilty of this in the past) – you tell yourself that there is something wrong with you!

But don’t worry, you’re not alone! Many business owners, including myself, have experienced these feelings of doubts and given ourselves a hard time because we didn’t succeed at the first attempt.

But just because people don’t rush to your door to snatch up your offer straightaway doesn’t mean that it’s not any good. I’ve found that there are various reasons why people ignore what you’re promoting or selling – and it’s usually nothing to do with you!

As you will have read from my previous blogs, if you want your email marketing to be effective then you must take your subscribers on a journey. For it to work, they would start off by downloading a freebie from your website, and then they would receive emails that give more information on the topic of that freebie. It’s as if you’re taking them by the hand and leading them through this maze of information, making it easier for them to find their way and get the help they need to overcome whatever challenges they’re struggling with.

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Your offer is like the big prize sitting at the centre of the maze – you build up anticipation as you lead them along so by the time you present it to them, they’ll be tripping over themselves to get it.

The most common mistake many business owners make is to try to lead their subscribers to the prize straightaway. To be successful with email marketing, you must be building a relationship with your subscribers. And you do that by consistently sending out emails to them after they sign up. When I first started I was terrified of sending too many emails out but I quickly learnt that if people don’t hear from you then they’ll soon forget about you. So you need to be creating a steady stream of emails to your subscribers so that they can get to know you and what you do.

Another thing many people struggle with is writing content that their subscribers wanted to read. They have no idea what their subscribers are interested in. What I did when I first started with email marketing was to create free ebooks on different subjects for subscribers to sign up and download. And this is a very simple way of finding out what interests your subscribers so that you can start to create specific content especially for them. You can also do some market research by either asking your subscribers what they would be interested in receiving, or by looking at what your competitors are offering. And your subscribers will love you for it because if you’re giving them something that they want, they’ll stick around for more.

So first of all, create a process that takes your subscribers on a journey. Then start sending out regular emails packed full of fabulous and relevant content that your subscribers can’t wait to receive.

Only once you’ve got these two things in place are you ready to make your offer.

I find it works if you are really clear about why you’ve created this product or service and how it can benefit your subscribers. Don’t just sell to them, but tell them a story about how it can help them and how their lives will improve by buying this offer from you.

So don’t give up if you’re not getting people to buy your offers for the first time. Keep going and trying out different things to see what works and what doesn’t. And if you’re struggling to get people to open your emails and buy what you’re selling, then get in touch with us. We’d love to have a chat with you to see how our email marketing services can help you to create an effective email strategy that will turn your subscribers into paying clients.

About Valerie

Valerie helps solo entrepreneurs create a clear online marketing strategy so they can get in front of their ideal clients and attract them to their business.

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