If you ‘ve been running a business for a while, I am sure you ‘ve heard this phrase :
The money is in the list
And yes, its true. Just a tiny correction –
The money is in an engaged list
Yet that tiny correction makes a huge world of a difference. In the past, I have launched products and services both with and without an email list. And its true that when you have an email list, you have people who are readily waiting to buy your product. But with or without an email list, the more important thing here is that –
You need to build trust with your audience. Without that trust, just having a huge email list doesn’t matter.
Well, there has been one magic tool a.k.a ConvertKit that has helped me grow not just a huge email list but also an engaged email list with people who write back to my emails, read what I have to say and trust me enough to buy my products! And today I am going to talk about 7 ways you can use ConvertKit to build an engaged list of email subscribers that grows your business.
1. Autoresponder sequences
Let’s say an ideal client lands on your site, downloads a content carrot you are offering and joins your email list. You send them the free content you promised, they are totally in love with your content and can’t wait for more. And then a week happens. Life happens. You haven’t been able to send out your weekly email. And this new subscriber hasn’t heard from you in a while. You ‘ve basically disappeared from their inbox. When this happens, they are very likely to forget you and probably not build that long term relationship with you. The next time you send an email after 3 weeks or so – they ‘ll most likely just hit that deadly ‘unsubscribe’ button or worse – not open your email at all!
But instead imagine this.
After sending them your free content, you send them a welcome email letting them know what to expect from you in the days to come. And then after 3 days, you send them a blog post that is totally relevant and useful to them. Then after a week, you invite them to join you free email course which totally blows their socks off. See what’s happening? You are appearing in their inbox frequently. You are familiarizing them with you and your content. And while doing so, you are building a lasting relationship with them. These set of emails that you send when someone signs up for your list aka autoresponder sequences can power your engagement like nothing else.
And Convertkit helps you do this with the help of sequences. Here’s a snippet of the autoresponder sequence I send my readers who opt-in to receive my stock photos!
2. Evergreen launches
You ‘ve obviously seen people doing launches / promotions to sell their e-books, e-courses and services. But here’s the the thing with launches – there is a huge cash inflow during the launch but after that the sales go down, income goes down and you will need to start waiting for the next launch to happen and bring in money.
Evergreen launches make complete sense when your product is available all year round and your audience want to buy and use your product at their own pace. The reason why open/close launches are so successful is because they have a set deadline for people to purchase your product. But with evergreen products, there is no urgency/deadline to buy the product. What if we could mix the best of both worlds?
What if you could keep launching all year round? Without the stress of an open/close launch? Sounds good eh?
With ConvertKit you can have evergreen launches. Totally stress free. To do this, you can set up an Evergreen sales sequence in ConverKit and use Deadline funnel to create the urgency. ConvertKit easily integrates with Deadline funnel to create a compelling reason (an expiring discount / bonus / trial) for your customers to buy now and not later.
I will be writing a post on using Deadline Funnel with ConvertKit soon, so stay tuned for that. They are quite the power pair.
3. Targeted Tagging
Now, what if you could send your readers exactly what they want without them having to tell you? Magic, right? You can use targeted tagging in ConvertKit to identify what your audience want and send them exactly that. For example, when I was doing the launch of my iPhone-o-graphy course, I tagged everyone who clicked the link to the sales page during the launch as “Interested in IP“. On the final day of the launch, my main email list got just 1 email about the course whereas the people who were tagged as “Interested in IP” got a couple more. This way, I could avoid sending too many emails to people who weren’t interested in the course.
You can implement this in ConvertKit using a link trigger like in the example below. Each time someone click the particular link trigger in your email they get tagged. And you can use this to gauge their interests in different topics and send them more of what they want to see and less of what they don’t.
4. Taking care of your customers
Your readers love your stuff, they trust you and now they are your customers. Is it all over? Nope! This is in fact a new beginning to an everlasting trust and relationship. Building trust takes years but its just takes a minute of carelessness to lose that trust. Once your customers have decided to invest their time and money on your products, its important to deliver utmost value to them. Using ConvertKit you can setup a separate tag for customers and follow up with them to deliver more value.
For example, I use the Teachable integration with ConvertKit for my iPhone-o-graphy course. As soon as someone purchases my course on Teachable, there is a trigger that pulls the customer’s details into ConvertKit and adds a tag called “iPhone-o-graphy student” to the subscriber and subscribes them to a customer nurturing sequence.
Here are a few ideas on what you can send your customers following the purchase:
- Welcome email thanking them for their purchase
- Different ways your product can help them
- Product usage guide with tips and tricks
- New updates and upgrades to the product
- Survey to see what they think of your product
- Upsell to your product
Always make sure to check in with your customers to see if everything is okay and if you can do better.
5. Cold pruning:
After all that is said and done, there will always be people who may just fall out of love with your content. And its not you. Its often that they get busy with life, their interests change and maybe you guys were’nt meant for a happily-ever-after ending. And that’s totally okay! In such times, its a good idea to send a re-engaging / break-up campaign for both the benefit of you and your subscribers. ConvertKit classifies your subscribers as Cold subscribers if they haven’t opened your emails for over 90 days. Every 3 months, I like to see what my cold subscribers are up to. So I send them a simple email to re-engage them or remove them if they have fallen out of love with my content.
Here are the benefits of cold pruning:
– Increased open rates: Once the non-engaged subscribers are gone, your open and click rates will go higher as you only have raving fans on you email list now.
– Increased deliverability: In simple words, deliverability means your chances of getting into your reader’s inbox. Straight inbox. Not spam / promotions folder. By cleaning out unengaged subscribers, the quality of your email list increases which helps you increase the deliverability of your emails.
– Optimized finances: Also cold pruning can save you money. Email marketing can be quite expensive once your list starts to grow. When you have over 10000 subscribers, you are almost paying 100$ every single month for your email marketing software. You pay money for every subscriber who is on your list. So pruning helps you save that money by removing people who aren’t engaged from your list.
Not just that, we don’t like clutter in our inbox. Do we? Then why clutter someone else’s inbox? To me pruning is not just beneficial to me as a business, but also to my readers.
6. Increase open rates:
One of the biggest goals as email marketers is to increase open rates and click through rates – right? We put so much effort into writing and sending emails that we want to maximize the reach. One of the simplest things you can do to increase open rates is to send the email again. Sounds super simple right? Its not always that people don’t care about your emails. More often than not, people are just busy going about their life. And so there are all chances that even though they LOVE your stuff, they might have just missed your email. So resending the email can be a good way of increasing your reach.
ConvertKit helps you do the resending with just a click! Lets say its been a week since you sent this really awesome email, but almost 50% of the people haven’t opened it yet. Now when you open your broadcast, ConvertKit has a button – “Resend to unopens” which lets you resend the email to just the people who haven’t opened it yet. All in just a click!
However use the resending feature sparingly!
Resending is a great feature but if over-used it can lead to your emails being categorized as spam. Use it only when resending the email is extremely important. Resending every other email will make you lose the trust of your subscribers and may even decrease your open rates. Gasp!
One of my most recent finds on ConvertKit is the RSS feature. You can easily connect your RSS feed to your ConvertKit account and have your latest blog posts sent to your subscribers as and when they are published! Here’s how to set this up:
Step 1: Get your RSS feed URL
If you are using WordPress, your RSS feed is most likely : yourdomain.com/feed. So for example, mine is itspinkpot.com/feed.
If you are using Squarespace, your RSS feed is : yourdomain.com?format=rss. If your blog is not your home page, then you need to add ?format=rss to your blog url. So for example, my friend Lauren’s RSS feed link is http://www.elleandcompanydesign.com/blog?format=rss
Step 2: Connect it with ConvertKit
Add your rss feed URL in the RSS tab of ConvertKit automations and click on check feed as shown below.
Step 3: Configure the sending as per your needs
You can send your blog posts as a single post or a weekly digest. You can also set them to go out automatically or choose to send them out manually. I ‘ll be writing a post soon on how to use the RSS feed in more detail. So keep your eyes out for that.
I ‘ve been using ConvertKit for over an year and a half, so its safe to say I ‘ve had my fair share of experiments, launches, email automations and experiences with ConvertKit to be able to put my opinion on it. And honestly I think its one of the best softwares out there that is worth investing in to propel your business forward!
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