As we discussed in a previous post, using opt-in gifts is a great way to grow an email subscriber list, giving you an opportunity to engage with prospects you KNOW are interested. (How do you know? They gave you their email address!) Of course, this begs the question of HOW to engage and nurture them. The answer is; an opt-in email follow-up campaign.
How does an email campaign help your list building strategy? With a series of follow-up emails to every subscriber who downloaded your opt-in, you can begin to nurture a relationship with them. Based on the particular opt-in they chose, you should be able to generate a series of emails that speaks to their particular area of interest; their pain points, if you will.
The emails then address these points, offering practical solutions they can use to resolve certain issues. (Again, the opt-in clues you in to what matters most to them.)
Eventually, of course, you will offer the chance to work with you to help them resolve all of their issues; anything (and hopefully everything) that may be related to their original pain point.
Email Nurture Campaign to Your Subscriber List
Again, just as there are no one-size-fits-all solutions to the pain points of your clients – your email nurture campaign cannot be focused on a single issue. Rather, your emails must address the variety of subjects that your opt-ins tackled. The idea is to offer a bit more depth with each email, moving progressively toward a Big Solution.
Ideally, this will be when they accept your Call-to-Action and pay to work with you – a Special Deal for Subscribers ONLY!
How do you construct these emails? Thoughtfully. Generously. Consistently.
A nurture campaign will ONLY work if you take the time to develop real-world, practical solutions to your subscriber’s pain points. This lets them know you truly understand their dilemma and that you really can help. By freely sharing some of your “secrets”, you build trust and begin to generate loyalty. Consistently staying in touch with them illustrates your commitment to helping and shows that you are engaged with them and interested in their welfare.
How to Structure a Nurture Campaign – Offer Value
Here’s how to get started creating your email nurture campaign:
- The opt-in they choose tells you their priorities – Let’s say you offer three opt-in gifts: A, B, C. Each gift addresses a specific issue, with potential solutions that actually work. The prospect who chooses opt-in A will need a different kind of nurturing than those who picked B and C. The series of emails you create for each of these subject areas must again offer real solutions to real problems, along with a Call-to-Action to work with you for a fully developed program.
- Nurture them toward working with you using email – Here is where you describe your program(s) in some detail and offer a Special Price for Subscribers ONLY! Again the programs need to be focused on their issues. Program A addresses the subject in Opt-in A; Program B for Opt-in B, and Program C for Opt-in C. (Sorry if that’s all too obvious. Just trying to be as clear as possible here!)
- Offer another freebie, if needed, or a very inexpensive service – You really can’t expect a new prospect to eagerly drop, say $2000, right out of the box – no matter how good your opt-in gift is! Instead, think in terms of a simplified service or recorded training that you can let them have at a Big Discount. A good example might be an hour of recorded training from a webinar you hosted recently: a $75 value for $9.97… For Subscribers ONLY!
In a perfect world, your nurture campaign would need just 3-4 emails to successfully bring subscribers into the fold as paying clients but, realistically, you should think in terms of half-a-dozen or so.
So, if you’re ready to get started using an opt-in email follow-up campaign to build your subscriber list, but are unsure how to get started: Get in touch with the YOMT Team today