Good or Bad? Build a Relationship with Your Email List

Do you need an email list? Yup. Why. Is it because they say you do? 

They say:

  • “You need a list.”
  • “The money is in the list.”
  • “You need an autoresponder.”
  • “A chatbot is the new answer.”

So you purchase an autoresponder. You add an opt-in box on your website. You find the perfect chatbot. Suddenly you have a couple of subscribers.

What’s next?

email blocks on gray surface
Photo by Miguel Á. Padriñán on

Content—Why You Need It

You need to build a relationship with your subscribers. That relationship is the first step to turning them into superfans and people who will buy your work. Then, you build that relationship through content.

Quick lesson. All writing is not the same.

Content (newsletters, blog posts, videos, social content) is written or recorded with the express purpose of creating a relationship with the reader. It educates, informs, entertains, or shares something with them.

Copywriting has a different purpose. It is sales/persuasion oriented. Copy is written to incite the reader to action. Buy my book. Sign up for my special offer. Do this now!

Your email list subscribers need to get to know you before you start selling to them. Does this mean you shouldn’t sell to your list? Nope. But your content plan should include plenty of getting to know you and help for them before you ask for or offer more.

Creating Your Email Content Plan

First, you need to sit down and plan what you’re going to send to those on your list.

Here’s a secret they never tell you. The money is in the list ONLY if you stay in contact with the list.

If you send out random emails every few months or every few years (yikes!), chances are you’ll have several unsubscribes and maybe even a few spam reports. And being reported as spam is not a good thing.

It will happen, though, because you weren’t consistent in your communication, and your subscribers don’t remember who you are or how they got onto your list!

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Know Your Subscribers

Your subscribers should also be your ideal clients. You may have a few who don’t fit that ideal description. And maybe they subscribed because something about your opt-in offer intrigued them. But when you write you are speaking to your ideal clients.

  • What do they need?
  • What are their pain points right now, this minute?
  • How can you help them?
  • What products or coaching packages can they use in their lives right now?

Knowing the general details of your subscribers’ lives and needs will naturally tell you what kinds of offers to make. Of course, offer your services and products first, but also investigate affiliate programs of products that complement what you offer.

Don’t Be Afraid to Ask Questions

In this social media age, people are gung ho to offer opinions on absolutely everything, so don’t be afraid to ask open-ended questions about what your subscribers need.

This is market research, and shouldn’t be construed as an invasion of privacy. You want to fill their needs, and guessing isn’t a productive way to use your time.

Get Used to Planning

Consistency is key to developing loyal followers, so plan your emails to correspond with your other content efforts during the month. Decide how often you will email your list, then pick a specific day of the week.

Mark it in your calendar so it’s official (yes, you should consider yourself a client). At the very least, tie in your weekly blog content with your email theme/offer or get adventurous and choose a monthly theme.

Write it all down, so nothing falls through the cracks.

Your Clients Want Your Content. Are Your Producing?

Email marketing is just one small part of content creation that every online business owner should be doing.

Not sure where to start with your content strategy? Maybe you have a strategy but just don’t have time to plan and write your emails. Hire a professional!