Each week, I spend quite a lot of time talking to solopreneurs who know email marketing is something they should be using in their businesses, but get frustrated because they can't achieve the results they're looking for.
It's not because they don't know their subject matter.
It's not because they don't know how to write great emails.
And, it's not even because they struggle with the tech...
It's because they don't have a system.
When I say "system", I'm not talking about a certain software platform or app, I'm referring to a step-by-step process that gives you predictable results.
Six-step system
Let's map out a simple example of what an email marketing 'system' looks like; it's a 6-step process;
✎ Step 1 of 6
Give the right people a good reason to join your list.
The first step in every email marketing system is to get the right people on your email list as interested subscribers. The challenge is that people need a good reason to do so, and it's your job to come up with that reason.
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✎ Step 2 of 6
Let new subscribers know they're in the right place
When people join your email list, they have an expectation that you're going to bring value to their inboxes. It's your job to figure out what that looks like and design an onboarding process that does a great job of it.
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✎ Step 3 of 6
Fix the problem they showed up with
When a new subscriber joins your email list, it's normally because they have a problem or challenge, and they see you as someone who has the solution to help overcome it. Don't confuse them by trying to solve another problem, or even worse, try selling something to them that's not aligned with their reason for joining your list.
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✎ Step 4 of 6
Learn about your subscribers' preferences and needs
To become a successful email marketer, you can't have a one-way channel; you need to ask your subscribers for information about them (i.e. zero-party data) that will allow you to shape the best experience for them as a subscriber on your list.
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✎ Step 5 of 6
Make relevant offers at appropriate times, to the right people.
Subscribers won't buy according to your schedule to sell - they only buy when they're ready to become a customer. It's your job to figure out what you have that they can buy to improve their lives or businesses (depending on which you serve), and package it up appropriately, just at the right time. Master this, and you'll have created a predictable income stream from a very happy email list.
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✎ Step 6 of 6
Stay one step ahead of your subscribers by asking "What's next?"
As your subscribers become customers, they'll begin to see the benefits of what you provided them with, but pretty soon afterwards, they'll need the 'next thing'. It's your job to figure out what that looks like, and have it lined up just when they need it - this is what creates repeat and loyal customers, instead of once-and-done list-hoppers.
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You don’t need to perfect all six steps this week.
Look for the weakest connection in your own system and choose one thing to improve.
Perhaps people join your list but never hear from you again. Maybe you send useful emails regularly but rarely make an offer. Or perhaps your customers disappear from your emails as soon as they buy.
Which of these six steps needs the most attention in your business?
New Kit Feature in Apps
Automated countdown timers, personalised for each subscriber...
How the Mila countdown timer works...
Mila countdown timer allows you to start a countdown timer based on subscriber activity - for example, if they click a link in an email or have a tag added via an automation.
As soon as the trigger fires, the countdown timer starts counting down, thereby giving a meaningful date and time for every subscriber.
💡 My thoughts about this new Kit feature
The main advantage this Mila feature offers, IMHO, is the ability to dynamically assign a countdown timer by subscriber; in other words, it can lie dormant until a trigger fires, like a subscriber clicks a link, or an automation adds a tag to their profile.
The constraint is that this option is limited to their paid plans ($19/m or $49/m). If you plan on using the free plan, there isn't much value in using it over the regular countdown timer in Kit.
I personally don't run a lot of these types of countdown timers, so not something I'll probably use, but good to know it exists if the need to have it arises.
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