Made the Shift to Email...Now What?
With all of the social media changes, you've probably decided to focus on some of your owned marketing channels, such as Email Marketing. But let me ask you this: how’s your email list? I’m not talking about having a random handful of subscribers; I mean a strategic, engaged list of people who are excited to hear from you.
Here’s the truth: social media is cool, but algorithms change. Your email list? That’s your direct line to your audience. It’s not about vanity metrics—it’s about building relationships with the people who are most likely to buy from you again and again.
Let me show you how to build an audience through your email list so you can scale strategically and sustainably.
1. Start With a Value-Driven Offer
People don’t just give away their email addresses for fun—they need a reason. A good reason. Offer something irresistible: a discount on their first purchase, an exclusive guide, or early access to new products.
For example, if you sell luxury candles, offer a "Behind-the-Scenes of Our Signature Scents" PDF or a limited-time "Buy One, Get One" offer for first-time subscribers. The point is to give them something they can’t say no to.
2. Position Your Signup Form Everywhere
Don’t treat your email signup like a secret. Make it loud and clear.
- Add a pop-up on your homepage (yes, it works but make sure to have a clear exit button so visitors don't get frustrated).
- Include a signup form in your website footer.
- Use your social media bio to send people straight to your offer.
- Test an exit-intent popup to catch shoppers who are this close to leaving your site.
These small tweaks will help you grow your list without spending hours creating content.
3. Get Personal with Segmentation
This is where the magic happens. A segmented email list can outperform a generic one any day of the week. Group your subscribers based on purchase behavior, browsing history, or even location.
Let’s say you’re running a Valentine’s Day campaign. Send personalized product recommendations to customers who’ve bought gifts in the past, and a “Treat Yourself” message to those who haven’t purchased yet.
4. Consistency is Key (But Don’t Be Annoying)
Your email subscribers need to hear from you—but they don’t need to hear from you every day (yes, yes I know Fashion Nova does a great job of sending out emails every day but you don't have to do this just yet). The goal is to stay top of mind without overwhelming their inbox.
A great starting point? One email per week. Share a mix of value-packed content (think tips, behind-the-scenes, or inspiration) and promotions. When your audience knows you’re about more than just selling, they’ll actually look forward to your emails.
5. Automate the Experience
Automation is your best friend. Set up automations to handle the heavy lifting:
- Welcome Series: Make a great first impression with a series of 2-3 emails introducing your brand and showcasing your bestsellers.
- Abandoned Cart Emails: Gently nudge people who didn’t complete their checkout.
- Post-Purchase Emails: Turn one-time buyers into repeat customers by suggesting complementary products or sending a thank-you note.
These automations work in the background so you can focus on scaling your business.
6. Don’t Just Grow—Engage
Growing your list is one thing; keeping it engaged is another. Use your emails to connect with your audience by asking questions, sharing customer stories, or featuring exclusive discounts. Show them why being on your email list is better than just following you on social media.
Pro Tip: Test, tweak, and repeat. Experiment with subject lines, content types, and sending times to find what works best for your audience.
All In All
Your email list isn’t just a tool—it’s an asset. A way to build meaningful connections, boost sales, and scale your business without relying on the ever-changing rules of social media.
If you’re ready to grow an engaged audience that buys, start focusing on your email marketing strategy today. Your customers—and your bottom line—will thank you.