Nurture Your Audience Via Email: Why & How

Ah, the nurture.  This buzzword is all the rage and there's a reason why.

Simply put: nurturing your audience makes it easier to sell.

When you show up consistently and with authority your audience is used to hearing from you.  It's like talking with a friend.  Keeping in contact means you can ask for more favors without sounding super annoying.

When your audience is used to hearing from you it's not as awkward when you sell to them.  Because ultimately, that is the goal.

If you aren't selling to your email list, you are wasting your curated list of individuals who actually want to buy from you.  You are not utilizing this resource.

Of course, emails aren't the only way to nurture your audience, but they are my favorite.  Studies also show that the return on investment (ROI) on emails is a whopping 3800% while the ROI on social media is a mere 28%. 

That's why I encourage everyone I come in contact with to send emails regularly and talk to their audience.  Click here to check out The Business Bank's Email Nurture Template.

Additionally, I suggest treating your audience like an old friend.  Talk casually.  People are also more likely to read shorter emails.

Data suggests the ideal length of an email is between 50 and 125 words. Emails this length had a response rate above 50%. A similar study found emails with approximately 20 lines of text, or about 200 words, had the highest clickthrough rates. When in doubt, keep emails short and under 200 words.

(Hubspot)

One of the best tips I've heard was to write your emails on your phone.  This helps keep things succinct as well as casual since it'll feel like you're texting a friend.  The readability will go up which improves the relationship.

Another thing to keep in mind with nurturing your audience via email is that the content is relevant.  I suggest choosing about three content pillars that you will regularly write about.  Then, each week you can select from those three pillars.  Not only does this help you to have inspiration to write, it also keeps your audience engaged.  You won't be writing about the same things every week, but you'll have general topics that everything revolves around.

I often utilize the same blog content in emails to keep things simple and ensure that both are happening regularly.  When it comes to blogging, I have a simple checklist for you to optimize your blogs and make sure that each post is ready to be indexed by google.  Click here to access it.

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