Every email marketer must find the right balance between delivering value and promoting products. That’s the only way to ensure the longevity of your list and the loyalty of your subscribers.
If you keep mailing out for offer after offer without giving any value, you’ll appear ‘spammy’ and many of your subscribers will get annoyed and leave. If you keep providing value and giving out freebies, you’ll condition your list to only expect free gifts and they’ll not be inclined to purchase anything from you.
So, finding the right balance is of paramount importance to keeping you in the green. Most subscribers innately know that you’re running a business and will have to promote offers every now and then to cover your business costs and generate profits.
In fact, if you do your email marketing well, your list will be supportive of your business and will purchase your products or the products you recommend. Email marketing is all about having a relationship with your list… and just like every relationship, there must be give and take.
In this article, we’ll look at 3 methods that you can employ to strike the right balance between providing value and making money through promotions.
- Provide tools and tips
Your subscribers are on your list to learn from you. They’re looking for information that can help them with whatever their goals are. If you have a weight loss list, your subscribers will want to know tips and tricks to lose weight. If they’re on a gardening list, they’ll want to know the latest methods to grow healthier vegetables or have a better garden.
Your job as an email marketer is to share pertinent, useful and applicable information to them on a regular basis. It’s imperative that your knowledge be shared so that they can learn something from you.
Share with them what works for you. This will keep them hooked to your emails and they’ll be less likely to leave.
- Giving gifts or bonuses
If you’re an affiliate marketer, you may need to give attractive bonuses to woo your list so that they buy through your link. This is especially true if you’re in the make money online niche and the product launches are highly competitive. Potential buyers will look around for the best bonuses before they make a purchase.
So, you’ll want to set up a good bonus as and when you can. That said, you do not need to provide a bonus every single time. If you’ve been providing enough value, your subscribers should purchase from you just because they like you.
It is a delicate balancing act here to get the list to purchase without always expecting a bonus… but it can be done.
If you’re in other niches, you could give out gifts like free reports or discount coupons or get special deals for your list that isn’t available elsewhere.
- Offer help when you can
One of the best ways to increase engagement in your list is to be contactable. If you’re a successful marketer, you may hire a virtual assistant to assist you with support issues. Ask your list to contact you if they have questions or need help… and when they do, help them out.
If you recommend a product, you can always help them with any issues they may face using it. Be proactive and do what you can to make your subscriber achieve their goals.
Finding the right balance is all about showing that you care. Overdeliver and help whenever you can… and when you have something to sell, your list will support you and not unsubscribe because they think that you’re only looking out for number one.
“You can get everything in life you want if you will just help enough other people get what they want.” – Zig Ziglar