Building your email list is only going to be helpful if you can engage your subscribers after they have signed up. The average person receives around 121 emails per day, so you might have some competition for their attention.

By making sure you’re only sending content your subscribers actually want to read, you can increase your open rates and interaction to build a profitable list. But, how exactly are you supposed to know what to send?

Failing to hit the mark with your content could lead loyal subscribers to jump ship, which is why it’s vital to monitor your analytics to ensure you’re always sending the right kind of content.

Exclusive content

What’s the point of signing up for a mailing list? 

Exclusivity. 

The sender offers exclusive content in exchange for contact information. It’s a very simple but effective transaction. By subscribing, your audience wants to know that they are getting something they can’t get elsewhere.

If you often start writing blogs and forget to finish this, these could easily be adapted into exclusive content for your mailing list.

Behind the scenes

People love to get a behind the scenes view of their favourite companies and organisations. It’s very easy to be vague about how you get stuff done, but email subscribers love to get into the nitty-gritty.

Think about a single process in your business and then offer a breakdown of how you manage it. This could be something as simple as your process for writing a blog from start to finish.

Useful content

It goes without saying that your subscribers want useful content, but what exactly does this mean?

The first step in producing useful content is to know your audience. Are you writing to small business owners? Freelancers? Mamas? Think about what paint points they face every single day and how you can make their lives easier.

This could be sharing tools or templates that you’ve found helpful. Or it could be sharing your latest blog posts on topics that are important to them.

It can feel painful giving away things for free, but this is all part of building a list of loyal subscribers. You might give away 10% of what you are offering, but they always have the option to buy the other 90%.

Freebies and discounts

Everyone loves free stuff. Sharing discounts and freebies is a great way to drive interaction. It’s also a great way to guarantee your emails get opened.

While this is easier for eCommerce businesses, services businesses can get in on the action too. You could try giving away 10-minute consultations, audits or blog reviews. 

You can also limit the number you give away (to protect your time) and increase the sense of scarcity. People will be more likely to act quickly if they fear they’re going to miss out.

Personalised content

Subscribers love when they feel like the content could be written just for them. This is where list segmentation comes in handy. When you segment your lists based on subscriber behaviour, you can deliver more of the content that your subscribers love.

Segmenting also allows you to follow up with those people who opened your last email or clicked on a particular link.

Ready to start growing your mailing list? I’m offering a free guide to help you grow your list in just one month – sign up here!