Is Email Nurturing A Waste Of Time (And How Do You Do It)?

Is email nurturing a big waste of time? Do you really have to keep someone on your list for years and years before they buy anything from you?The answer is no. There's a better way to make sales in your business and use email marketing to your advantage. Want to know how?Let's find out. SOME EPISODE HIGHLIGHTS: (0:15) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(3:11) Check out our sponsor Poster My Wall.(3:50) What do we mean by nurturing your email list?(6:23) What should you actually do to nurture your email list?(9:11) Our SCORE email engine.(11:46) Nurturing your list with your daily emails.(14:02) How you 'keep people warm'. (15:07) The 'penny-drop' moment.(16:52) What you shouldn't do to nurture your list.(20:01) Subject line of the week.[podcast_subscribe id="7224"]
What do we mean by nurturing your email list? A lot of people think that the whole idea of email marketing is to get people on your email list and then spend the next 20 years making them think that maybe one day they might buy from you because you’ve been such a lovely person to them for so long. And for those people, this is their entire email marketing strategy.But that’s not a strategy.That's hoping, praying, and wishing.And that's not what nurturing is in our book. Nurturing isn't about turning subscribers into customers via long-term sequences of a million emails that are designed to get people to buy over a number of years. If you do that, you're accepting these people into your world and then effectively putting them 'in the oven'. You're trying to 'keep them warm' until one day they may or may not buy from you. That's not what we mean by nurturing your email list. And if you're doing it that way, you are wasting your time. What should you actually do to nurture your email list? What you should do instead is to have sales campaigns that are designed for people to buy from you right now. And if they don’t buy, by all means, you carry on with nurturing sequences that 'keep them warm’ but only to glide back into another sales campaign at some other point.When someone joins our list, they go through our email engine, which is designed to sell. If they get to the end of a sales sequence and don’t buy, they go into our closest thing to long-term nurture, which is our day-to-day emails. But they don’t particularly know or notice that - they'll simply feel like an offer has come to an end because there's no huge difference in how the various emails look and feel. And every 5-8 weeks, we’ll run another sales campaign. Most people buy within the first 60 days of joining your listWhen you think about it, the reason why anyone joins an email list is because they have a problem that they want to solve. They want to learn about the thing you teach. And when we looked at the data in our business, it’s no surprise we found that if people don’t buy from us in the first 60 days of joining our email list, their chance of ever buying from us plummets to less than 5%.And this makes perfect sense. If someone joins your list to learn about how to train their puppy, for example, they need to fix that problem now - not two or six months down the line! If your marketing strategy is based on nurturing these people for 90-180 days (or even longer), you’re missing out on the time during which your subscribers need to solve their problems. So you have to