You are about to learn the secrets to building a warm, responsive mailing list. Maybe you already have a mailing list and you want to grow and energize it, or maybe you have never had a mailing list, and need to start one. It doesn’t matter where you are in the email outreach journey, this information applies to any business, any mailing list.
Before we get into the nuts and bolts of how to grow your mailing list, we’d like you to consider a few things. First, if you are using social media, the focus of your social media presence should be to drive people to your mailing list. Keep in mind that fewer than 10% of your social media followers will see something that you post. And you can post until you are blue in the face, or until the cows come home, or whatever cliche you like, but you will never, ever reach 100% of your followers with a post, even if you boost it. But with your mailing list you are talking to 100% of your email followers, 100% of the time.
Next, understand that your mailing list is the only digital outreach method that you actually own. You do not own your followers on social media, and you can be put in “Facebook jail”, or “shadow banned” on Instagram or Clubhouse, or even locked out of your social media account altogether, with no warning. When that happens you lose access to all of your followers. Poof. Gone. But if you have been funneling them to your mailing list, and especially if you have already been communicating with them on your mailing list, this will be nothing more than a minor annoyance, because you have and own your mailing list.
Finally, consider that studies show that it takes anywhere from 5 to 28 times for a user to see a particular brand on social media before they decide to buy from that brand. And that 80% of sales happen after the 12th followup. And that with each passing year users on social media are bombarded with an increasing number of advertisements, which leads to ad blindness. What this all means is that it is very unlikely that any given post or advertisement on social media will prompt someone to buy your product or to sign up for your service the first time that they see it. In fact, ads on Instagram, Facebook, and other social media platforms should not be focused on selling, but rather on driving people back to your website, and onto your.. you guessed it.. mailing list, where you can nurture them with a welcome series that is designed to lead them to a sale.
To recap, with your mailing list you:
• Reach all of the people all of the time (instead of at best only 10% of your followers)
• Own the list and can’t be blocked from accessing it (unlike with social media accounts)
• Can guide, drive, and steer the conversation however you want (like, to a sale!)