The Money Is In The Mailing List So Show Yours Some Love

I recently worked with a client who has a mailing list of 1000+ subscribers that they hardly ever publish on, and they wondered why their marketing was not bringing in sales!

 Your mailing list is not just a repository of email addresses; it's a powerful asset (arguably the most valuable asset you own) that holds the key to building your community, driving sales, and fostering long-term growth for your business, because:

It directly connects you with your audience

Unlike social media algorithms or search engine rankings, your email list puts you directly in touch with your audience. It's a personal channel that gives you the opportunity to engage, educate, and inspire your subscribers without any intermediaries. Unlike your social media platforms, you own your mailing list, so those subscribers are more loyal to your brand so talk to them!

 It enables highly targeted marketing

 Even the simplest platforms (Like Mailchimp, Mailer Lite and Substack) have segmentation and personalization tools, so you can tailor your messages to specific segments of your audience based on their preferences, behaviours, or demographics. This targeted approach ensures that your content resonates with recipients, leading to higher open rates, click-throughs, and conversions to sales.

[If all of this sounds like gobbledegook then book a FREE 90-minute Coaching Call with me and I’ll explain]

It’s your No.1 way to build trust and make sales

 By consistently delivering value-packed, sales focussed content, you build trust and authority. You demonstrate that you know what you are talking about. You bear witness to the issue they have and how it is affecting them. This is your best method for securing sales.

It is cost-effective marketing

Compared to traditional advertising channels (like adverts in magazines or flyers), email marketing offers an exceptional return on investment (ROI). With minimal overhead costs and the ability to reach thousands of subscribers with a single click, it's a cost-effective way to drive revenue for your business.

 For me it is still the best marketing strategy for solopreneurs which is why I bang on about it all the time! I have a pretty small mailing list, but I get work from it all the time and all it costs me is my time and about £12 a month. That is a significant ROI!

It’s a numbers game.

And while the numbers are important – you always want to be growing your mailing list and you need a strategy for that – it’s much more about engagement than it is about numbers. You don’t need a big mailing list of 1000’s of people (I don’t!) to have a big impact on the bottom line.

What you need is a strategy for ensuring that your subscribers open your newsletter and take action. 

So, how can you make the most of your mailing list to propel your business forward?

Add value but always have a sales CTA (Call To Action)

Something is keeping your specific audience awake at night. To them, it is a complex, multilayered issue that they can’t seem to solve. But to you, it’s an error in the way they are thinking. Sure, it’s going to take some time and intention to solve, but you have the exact tools and techniques to help them. So, name the issue, tell them how it is showing up for them.

Then tell them what you do differently and why it get results.

 And then INCLUDE A CALL TO ACTION!

So many times, I see well-crafted newsletters that are doing the heavy lifting of marketing with no sales follow up. This is a huge waste of your energy and a missed opportunity!

 So, stop doing it.

 Speak with authority and conviction and include that sales CTA!

Make your newsletter content exclusive but recycle it.

Your subscribers have entrusted you with their precious data because they want to hear from you. This loyalty should be rewarded with exclusive content that they see first.

Make them feel special for being part of your inner circle and ensure that the content they receive is exclusive, not just something they could get elsewhere.

But, because content is valuable to our businesses, don’t just use it for your newsletter. Ensure your subscribers get it first but recycle the content for a blog or for social media as well. Leave just enough of a time gap so your subscribers know they are getting your best first.

Building and nurturing a mailing list is not about short-term gains; it's about fostering authentic connections and leveraging it as a sales machine for your business.

By investing time into your email marketing strategy, you'll pave the way for sustainable success as you watch your profits grow.

And here is my Call To Action…. I can help you leverage your mailing list to drive sales and make money in your business. Email me at marisa@marisaguthriecoaching.co.uk and book a FREE 90 minute coaching call today.