Whether your “list” is of email subscribers or some other means you have of communicating with them, the principles of these 3 types of emails remain the same.
The reason is the purpose you have for having a list in the first place.
You need to communicate regularly with them. If not, they can drift away. They’ll be looking at and receiving emails from other marketers in your list in any case. Some of them will be your competitors. Your prospective customers need to find you more valuable to themselves than any of your competitors.
To convince them you are more valuable to them, they have to see you as having credibility in the niche. This is largely done through your content, including in your emails. Not all people in your niche will find your content valuable to them. That’s ok. It’s pointless worrying about the people you lose. You can forget about them. They would only have wasted your time. In fact, subscribers who stop opening you emails or clicking your links can be removed from your list.
That content goes through from your free content, including posts on your site like this one, to your opt in page to the freebie on there, to your emails, to your sales pages, and actual products people buy and including any communication about the products after purchase. It all counts and should be in the same tone of voice and have the same attitude.
When people see you as credible and trust you, some will begin to buy your products. An important part of this is seeing your list as real individual people with their problems in the niche or online that they want solved or get information about. Not as numbers.
For example, you’ve probably seen online some marketers claiming they have thousands on their list. Or some saying they only have a small list but still make good profits. What does it matter? The numbers by themselves mean nothing. What you’re aiming at is repeat buyers – you want customers to buy all of your products over time.
So, what do they want? What do they need? What kinds of products are they looking for? What kind of help are they seeking? What are they frustrated about? Where are they in their online journey? Most importantly, what do they want from YOU in their niche?
You have to ask them. Have a sequence of emails doing that.
The term is “email marketing”. You use your email communication to launch your products to your list. But only after they trust you, and you know what they want. Then you provide it. Of course, if you know your niche well enough, even have expertise in it with the knowledge needed to help people, you’ll probably know what people want and need. However, people on your list, while they will have common needs with others in the niche, might have slightly different angles on some requirements which you can then fulfill. They’re not simply numbers and they’re on your list.
Here are the 3 emails you must include in your communication.
1 Credibility emails. Sometimes called content emails. But as said they’re part of a line of content that definitely, now that people are on your list, have to prove your credibility. Provide information and ideas different from other marketers, so they can’t get this anywhere else. This can be in your actual emails, PDFs, reference to other content on another site they might not have seen, special reports, and so on. Aim to make them sit up and take notice that they can trust you to solve problems they have and the information they need.
2 Engagement emails. You want people on your list to be responsive to what you have to say to them and give to them. Do this by asking them questions directly. Or challenge them with a particular point of view to which you want a response. Or tell them you’re creating, or thinking of creating, a specific product, and whether it’s worth you doing it as far as they’re concerned – would they buy it? Let them respond directly to your emails, and you respond back maybe with further questions or suggestions on solutions.
3 Product launch emails. When they trust you, introduce your product to them. Emphasize the benefits they will get from it. Write about a problem, and tell them how the product solves that problem.
Obviously, there are more complications in practice here. The point is you have to have an organization to what you’re doing, and differentiate yourself from your competition.