There are few pieces of data that are as valuable as a customer's email. A person is essentially telling you "Yes! You are interesting. I'd like to know more about that." Instead most of us feel like sending emails is spammy or get hung up that we haven't been doing it regularly or that you will be judged because your content is lame (which, uh, BTW I totally understand all of these feelings from personal experience).
For whatever reason, sending out emails to list often makes you feel more vulnerable, especially when you are first starting out. But you know what? Doesn't matter. Just start building that list because as today's guest blogger Danielle of the merriweathercouncil shares, growing a business on social media alone won't always connect you to your followers.
Are you so tired of hearing people talk about list building? Are you thinking, ‘Why bother with that? I’ve got a great following on Instagram.’ or ‘I don’t really have time for that’? If so, it is likely because you don’t understand the reasons for having and maintaining a mailing list and also of turning your audience on social media into subscribers.
It might be time to make time for list building. Here’s why…
If you spend all your time on Instagram, and have a bustling and engaged following there (which is awesome) but you wake up one morning and your Instagram account is suspended - or worse - for whatever reason, what are you going to do? Unless you have converted that audience elsewhere, you’ve basically lost them.
That’s just one of the reasons it is so important to convert your social media following to email subscribers.
Another reason you should consider establishing an email mailing list is because email lasts longer than social media. Email subscribers don’t have to be on when you’re on to see your posts which is when posts to social platforms like Twitter and Instagram are most effective.
It’s not usually as easy or fun to build your mailing list as it is to post to Instagram, but keep in mind that you don’t have any control with social platforms. You’re probably aware of all the changes Facebook has made and continues to make, most of which make it harder for your posts to reach your audience organically. With email, you still end up in your subscriber’s inbox.
Don’t rely entirely on social media to connect with your audience. Establish an email list and convert your social audiences into email subscribers so you’ll be sure you’ve always got a way to reach them regardless of their schedule, social media changes, or usage mishaps.
Danielle is a crafter, blogger and crafty business consultant. She empowers creatives to share their work with confidence, optimize their handmade shops + leverage their creations. More info can be found at the the merriweathercouncil blog. Subscribe to Danielle's mailing list and receive a list of 12 powerful hashtags for sharing creative work on Instagram.