How To Build An Email List For Your Info Product Business
How do you connect with your audience? How do you ensure that those who have purchased from you can and will return and purchase again?
Your business can only scale so far from one-time transactions. The real growth begins when you have a loyal audience and customers who view your brand as an authority in your niche and when they come back after purchasing something once.
But how can you ensure they come back?
Sure, you can continuously post quality content and cross your fingers that the social media algorithm consistently shows it to all of your existing followers, but wouldn’t having direct access to each individual make life easier and sales more consistent?
Don’t answer that – of course, it would. That’s where an email list comes into play.
An email list is a list of email addresses you’ve gathered from your audience in return for some sort of value, like updates, promotions, and information.
Email lists are important for every business, including info product ones. You, me, and probably every person on this planet is on an email list for something – whether it is banking updates, retail discounts, or the Vavoza Insider marketing tips.
Let’s dive in!
Why Should You Have An Email List?
An email list is one of the most essential assets for your info product business. It gives you direct access to existing and potential buyers, helps you nurture and personalize relationships between your brand and your audience, and allows you to automate your marketing and even sales in some cases.
- You Are In Control: Email lists give you direct access to your audience.
You can control your reach and ensure that every person receives everything you want them to, unlike on social media, which takes that control away from you and gives it to algorithms. - Fosters Connection And Trust: Emails are more personal and direct.
Sending valuable content, personable stories, and personalized offers to your audience through email (which ensures they receive it, unlike algorithms) fosters connection and trust between your brand and your audience. - Automated Marketing And Sales: You can build an email nurture sequence that educates your audience and promotes and sells your info product without being too salesy and pushy.
Setting up automated funnels can help you sell your info product no matter the time of day without your constant involvement. - Cost-Effective Marketing: Email marketing is much cheaper than social media ads.
Cost-effective tools like ActiveCampaign and Mailchimp can help you automate your email sequences and make money while you sleep.
As your email list expands, you can segment your audience and send more personalized emails to each group. - Easy For New Releases, Updates, and Upsells: Your email list is your number 1 audience for everything!
Email lists are yours to keep forever; they are perfect for announcing new products, services, updates, and releases.
You can offer exclusive and time-sensitive offers, as well as upsell and cross-sell related products and services directly.
How To Build An Email List?
Here are some email list-building tactics you can implement for your info product business.
Your chances of achieving the desired results by implementing just one of the following steps are slim, as most marketing tactics are most effective when combined with other tactics. One enhances the other, and vice versa.
- Create A Lead Magnet: Incentivize people to share their contact info. Create an irresistible lead magnet related to your info product. The lead magnet should solve some sort of problem your audience might have.
Here are some lead magnet ideas: free ebook, guide, mini-course, webinar, training video, checklist, template, script, exclusive offer, or discount. - Build An Opt-In System: A landing page or opt-in form will do the trick. Your form or landing page should be clear, easy to fill out and have a call-to-action (CTA).
You can create a dedicated landing page with tools like ClickFunnels and Kit and link it to your social media content or profile.
Place your opt-in forms on your website or in your social media ads.
You can embed forms inside blog posts, have them pop up when people visit your website or include them in your profile links. - Drive Traffic: Now that you have a landing page or an opt-in form (or both), it is time to drive traffic to them. The fastest way to get consistent traffic is to pay for it.
Run social media ads (Facebook, Instagram, and YouTube), leverage native advertising (with Taboola or Outbrain), and capture high-intent search traffic with Google Search Ads.
If you are looking for a free way to get traffic you can get it through SEO, blogging, and by leveraging community platforms (like Quora and Reddit) to build your authority and eventually redirect your audience to your landing page or opt-in form.
The free way is the long way, so be prepared to spend a lot of time generating traffic before you see any substantial results. - Set Up And Automate Email Sequences: Your email sequence should consist of a welcome email, a value email, soft sells and soft call-to-actions (CTAs), informational value emails, testimonial emails, and, finally, the main info-product sales email.
Building trust before selling is essential for success. Nurturing and connecting with your audience first will increase their likelihood of purchasing. - Analyze And Optimize: Once you have established an email list, you can begin testing certain things like design, subject lines, fonts, imagery, and other things to improve open rates.
Consistently analyze, personalize, and optimize landing pages, opt-in forms, and CTAs to increase conversions.
Little improvements can lead to big results.
What Should You Send To Your Email List
Here are some ideas of what you can send to your email list. Consistently delivering value-driven emails is essential for engagement and sales.
- Welcome Emails: These help you create a good first impression and set the tone for future customer communications.
Thank your customers for joining verbally and deliver whatever free lead magnet (free guide, e-book, or webinar access) your customers signed up through.
Welcome emails are also great for introducing yourself and your brand and setting expectations of what your customers should anticipate receiving and how often.
You can also include a soft call to action in them, such as “subscribe to my YouTube channel” or “drop a follow on Instagram.” - Educational Information: Provide free, valuable, educational learning materials prior to selling – this will help you build trust with your recipients.
You can offer tips and strategies, behind-the-scenes insights, Q&As, related resources, mini-case studies, and other things of that nature. - Personal And Relatable Content: People like to buy from people, not brands. It is vital to establish a personable connection with your recipients.
You can do that by sharing personal experiences, behind-the-scenes content, customer success stories, and maybe even a fail story from your past, which will make people relate to you even more. - Product Launches And Promotions: These ones should come after you’ve established trust and connection with your recipients.
Email people about new product launches and any promotions that may be active or are coming up in the future.
It is essential to sell without being too sleazy or salesy.
Let people know that you understand their needs and educate them on how your product or service is the perfect solution to their problems.
Use urgency to increase conversions by offering limited-time deals. Include bonuses and additional discounts when applicable. - Event Announcements And Product Updates: If your product or service is getting updates or add-ons, you can send a personalized email notifying your audience about the upcoming changes.
You can do the same if your terms and conditions experience any changes – it is important to be transparent with your customers.
If you plan on having regular webinars, live sessions, or meetings with your customers, email them updates, reminders, and updates about these events. - Newsletters: These can act as weekly reminders for people of your existence. 😄
They can include links to your blog or podcast, a quick tip or insight, an article relevant to your niche, a personal update or story relevant to your business journey, and a subtle call to action (CTA). - Re-Engagement Emails: If your email open rate goes down, don’t give up on those people immediately. Instead, send re-engagement emails.
You can ask your audience if they still want to hear from you, send a survey to understand their needs and wants or offer some free value.
Best Software For Email Marketing
Our team has come up with some software suggestions to automate your email marketing campaigns. We encourage you to take advantage of free trials and do your own research to determine what software best fits your budget and business needs!
- ActiveCampaign: Offers advanced automation, funnels, and segmentation. It has a built-in CRM, lead scoring, AI-powered personalization, and many other features to help you be successful. Pricing starts at $15/month.
- Mailchimp: A very user and budget-friendly platform. It offers a drag-and-drop email builder, automation, and various integrations. It has a free 14-day trial and then starts at $20/month, depending on business needs.
- Hubspot: Offers a variety of email marketing tools, including AI-powered email generation, email templates, automation, various integrations, and free email hosting. Hubspot offers both free and paid plans.
- Kit: Offers automation, sales funnels, landing pages, opt-in forms, and high deliverability. It is also great for selling e-books, coaching, and online courses. Kit has a free email marketing plan that allows you to have up to 1000 subscribers.
How To Write Emails That Sell?
A mix of persuasive copywriting, psychology, and storytelling is required for crafting sales emails. Lower, you will find a proven framework for writing high-converting sales emails for your info product business.
Ensure that your email is optimized for readability with shorter sentences and paragraphs and conversational language.
- Your subject line should grab attention. It’s what initiates “the open” from your recipient. Make it compelling with urgency and personalization.
Spark curiosity with a question in your subject line, or make it benefit-driven by telling people exactly what they can expect from your course or program.
Examples: “Are You Ready To Scale Your Business?”, “Last Chance, Steven: Your Special Deal Ends Tonight!”, or “Increase Your Conversions With This Simple Hack!” - Ensure to hook the reader in with the first line of your email. Boring lines that like “Hope this email finds you well” , or “How are you doing?” are outdated.
Instead, start with a bold statement, tell a short engaging story, or get your audience to think by asking a question.
Examples: “How would doubling your sales impact your life?”, “Most entrepreneurs fail because of these 3 mistakes…” or “ Two years ago I was lost in life, and now I …”. - The focus of your email should be the reader, not yourself or your business. Your audience already knows that you’re trying to sell – what you need to tell them is how it benefits them.
Use your audience’s language – try to phrase things similar to the way they communicate in forums, on social media, and overall, in their generation. - Emphasize the problem and offer the solution. Identify the problem, remind your audience of the pain points, and introduce your solution.
All people buy for two reasons: to solve a problem or to gain pleasure. Lead with one or the other or with both when appropriate. - Include social proof to build trust and increase your credibility. People want to know what others are saying about your product or service. Include case studies, testimonials, reviews, and share your own results.
- Create an irresistible offer. You can include bonuses, overcome most common objections upfront, reduce risk by offering a free trial or a money-back guarantee and make your offer sound exclusive.
- Close your email with a strong, clear call-to-action (CTA). Tell your recipients exactly what to do. Your email shouldn’t contain more than one CTA, as multiple links can confuse people. Add urgency to encourage people to take action.
Examples: “Click here to secure your spot!” “Reply with “Deets” and I’ll send you everything you need to know.” or “Claim your discount before it’s gone.”
Closing Remarks
Email marketing remains one of the most effective ways to market and sell your info product or service.
One of the main benefits of having an email list is that you remain in possession and control of it no matter what happens (unless something apocalyptical happens, lol 🙃).
An email list gives you direct access to your audience without the interference of algorithms.
Email marketing isn’t just about sales – in fact, the sale is the final step. Your first priority should be to build connection, trust, and authority with your audience by providing free, valuable information.
Your emails should be engaging and reader-friendly. Avoid long paragraphs and sentences and overly professional, corporate, boring opening lines. Instead, aim to spark curiosity and thoughts, sound firm, and create urgency.
On that note, subscribe to Vavoza Insider and stay tuned for more actionable marketing tips.
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– Steph
