Have you been emailing your list lately? I know how it can be when you’re in the middle of a big new project or life takes over.
During busy times, it’s easy to let something lapse. For many entrepreneurs (even copywriters), it’s the email that goes first. And most of the time it’s easy to jump back into the game.
But what if you experience a major life transition or illness? Or let’s say you’re reinventing your business? You, like many others, may have let your broadcasts fall by the wayside for several months or even years.
And now you need to get back in touch or promote that new product you’ve been working on. You experience that awkward moment – the one when you know you have to say, “Remember me?” but you’re not quite sure how to do it.
Never fear. There are ways to restart the conversation. However, you’ll want to make sure your new list is healthy and engaged … and that you don’t damage your reputation with multiple SPAM reports.
Here are some tips to help you get started.
1 – Re-introduce Yourself
Think of getting back in touch the way you might at a networking event or cocktail party. You have a glass of white wine in one hand and you’ve just finished off a canapé. You catch a glimpse of an old acquaintance standing nearby in an open three … but it’s been a few years.
Fortunately, she’s wearing a nametag. However, you left yours behind with your coat. You’re not just going to traipse right up and say a big “hello.” You’re going to make things easy for everyone by providing your name right away.
Sure, she might be a teacher or have gone through rush four times as an undergrad, but you’re going to help her out anyway. Then you’ll remind her about the volunteer work or project you worked on together and ask if she’s been doing more of the same.
This works for email too. Give your name, provide the name of your business, and remind your readers how you met. For example, if you’re on my list, we probably connected by email after you downloaded my Headline Cheat Sheet. How are those headlines going, by the way?
2- Tell Them Why They Haven’t Heard from You in Awhile
Perhaps you were spending all your time working on a new product and haven’t had a spare moment to even think about email (hire a copywriter!). Were you changing direction – and the old emails didn’t fit the new business you’ve been developing? Or maybe your schedule was packed to the brim because of new family responsibilities (twins?!) or perhaps there was illness or disability in the family.
Just let them know. It’s OK to get a bit transparent here. Just keep things on a positive note.
3 – Give Them a Choice
The last thing you need to do is send Email to people who don’t want it. Your messages could be labeled spam.
If you’re re-engaging readers in a business that hasn’t changed significantly, you can keep it simple with two choices (These are just guidelines. Please make your emails personal, warm, and friendly … or corporate and formal … whatever works best for your industry and list):
- We’re excited to be ______. If you want to join us and read more about it, I’d love to keep in touch. Look for my emails every two weeks in your inbox for handy tips and tricks.
- If your interests have changed or you no longer want to receive emails from us, you can unsubscribe here and we’ll still be friends.
Or if your business now serves more than one main group or interest, ask your subscribers to self-segregate. Here’s an example I could use in my business:
Interested in tips for great copy and soaring response rates? Please choose an option below:
- I need to sell an online course or program
- I’m a business owner, entrepreneur, or blogger looking for help to do my own copywriting
- I’m not interested in customer-centered marketing and higher conversion rates with great copy. Please take me off your list.
4 – Give Them Something They Can Use
Show your subscribers just how useful you can be …
They need to know they’re missing out on critically helpful information if they don’t click one of your boxes. And your help will make their lives so much easier.
Thank them for opting in by offering a mini-course, sending them to a useful blog post, or gifting a helpful/enjoyable/beautiful/timesaving download.
You can tie it into your new product soon (but not on the first email, please).
5 – Deepen the Connection Over the Next Few Emails and Start Offering Your New Products or Services.
Continue to give value, invite readers into all your social media channels, and bring them into conversations in Facebook groups or on Twitter.
Do your subscribers want to learn French in 90 days, get certified as SEO experts, or get organized for the busiest real estate season of the year? Consider offering any of the following to raise your value and introduce or re-introduce your products and services:
- Practical checklists
- Blog posts
- Early enrollment discounts
- Trial memberships
Remember, one of the only things we can be certain of is CHANGE!
No matter what has happened …
- Reinvention of your business or offer
- Joyful chaos
- A move across the world
- A speaking tour
- Or just needing more support for weekly business operations
You can get started with email again … renew friendships … and begin new conversations. It’s easier than you think, and it can lead to a bigger, better business than you’ve ever had before.
Need more help with email? Contact me at firstname.lastname@example.org.