And welcome to another Empowering Post, where I share with you powerful tips that will help you grow your writing ministry.
For today's article, I want to share with you briefly about the importance of having an engaged mailing list. In this article, I taught you about the need for establishing this for your marketing endeavors, but in this post, I want to give you more understanding about the logistics of email marketing.
You may be wondering how today's post is relevant to you, but I can assure you that it will come in handy one day. So, be sure to save it or bookmark this page for later reference.
Now, if you're remotely familiar with e-mail marketing, then you know that this is a powerful way to maintain ongoing communication with your ideal audience. This is the best method for generating sales consistently, and is certainly the path that every writerpreneur should take when it comes to building his/her writing ministry.
But as wonderful as e-mail marketing is, there are some elements that can make it challenging. For example, while you have people who have signed up for your list, this doesn't mean that every person will actually open or engage with your content. In fact, according to research, only about 20% of your current list will open each email you send.
That's such a low percentage, and yet that's the industry average for just about every type of online business.
Each day, people are inundated with e-mails from companies who are vying for their attention. And for some people, opening each correspondence can be taxing and annoying. So, it's no wonder that the average open rate for an e-mail is so low.
There are certainly different measures that you can take to try and increase that percentage for your own writing ministry. But even that cannot guarantee that more than 30% of your subscribers will open your e-mail.
So, what should you do to enhance your open rate and to only communicate with the people who love your work?
Purge your mailing list, and purge it routinely.
In this article, I will share with you why this is a great solution and perfect way to make your writing ministry thrive. It's something that I've implemented, and I will continue to do so for the life of my writing ministry.
Think of Purging as Pruning
When you do some research about e-mail marketing, you will come across a number of articles that teach you how to acquire tens of thousands of emails each year.
In fact, when I'm on Pinterest, this is all I see. One blogger will write about how she gets 3,000 subscribers each month, and that's great! Another blogger will post on her website that she has 100,000 people on her list. She considers them her community. And the same really goes for a number of successful entrepreneurs.
And because they have these large lists, they are able to earn substantial income per month because those list members are their consumer base. And again, that's great!
But while you may think that you can only generate a full-time income when your list is large, the truth is, the more loyal members you have on your list, the better your business will be.
I remember a while ago, I was thinking about my father's church, and how in one year, the people gave close to $300,000 to the ministry with just about 100 active givers. When I asked the Lord about that, He said that it's not so much in the amount of people that one has but in the numbers who actually believe and support the work. They don't have a problem with giving.
And I thought, What an amazing concept to apply even to one's business. How often have you come across a small store or boutique, and noticed that in spite of how little it was, it was still alive and well? It doesn't boast of thousands of customers, but it has a loyal base of buyers who readily come back to the store for more.
That's how I want you to think about your e-mail list and subscribers. I want you to see that even if you have only 100 people on your list, it's far more effective to generate 10% of those sales from 10 loyal readers, because eventually those readers will become your best marketing efforts. (Word of mouth will keep your writing ministry going.)
And this leads me to my article's main topic: the need to purge your list once a month. Think of this process as the pruning phase. You are ridding your base of anything that is dead or no longer engaged with your ministry; and instead, you're only giving your loyal readers your full attention. And this is what I've come to appreciate about my own understanding of conducting business online.
As much as I would love for every e-mail subscriber to open my content, engage in my business, and purchase my training, I know that's not going to happen. So, instead of burning all my energy, trying to please people who don't bother to open my e-mails, let me just prune them away and foster a powerful relationship with the loyal readers.
And that's just one of the benefits of purging my e-mail list. Here are three more:
And it's just that simple.
If you find that doing this once a month is too often, then consider doing it every 90 days. Take an inventory of the people who open and do not open your e-mails, and then ask them in one final e-mail if they want to remain on your list. If you get no response, CUT 'EM OFF! Because that e-mail subscriber is nothing more than dead weight, and it's affecting your business's success rate in terms of e-mail marketing. In other words, they are making your work look bad!
Don't be so worried about losing numbers, because you will always gain more in the process. You'll find that if you simply foster a powerful relationship, even with just a small number, that following will increase. And you never know...the loyal readers on your list just might be long-time clients and customers. So, continue to provide excellent services and products just for them. That's what I do with LiyahAmore Publishing, and it's certainly working for me. It's what I've observed of my father's ministry, which although the numbers are smaller than most churches, the giving supersedes so many more.
In this case, quality completely wins over quantity!
I hope that this article helped you in some way. Continue to work on your online business diligently, and the right people will follow you. Don't ever be discouraged by the small numbers, but instead look to multiply the kind of people you want connected to your work.
If this article blessed you, share it with another Christian Author.
And as always, let's grow together!
P.S. If you want to learn more about purging your e-mail list, read 7 Reasons to Cleanse Your List and How to Purge Subscribers and Why We Unsubscribed 250K People from HubSpot's Marketing Blog.
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