We all get so caught up with our social media numbers that we often forget how important our email list is for the sustainability and growth of our business. Here at Sidewalker Daily, we work with bloggers and influencers to help them create sustainable businesses and we often find ourselves answering two very important questions: “how to grow your email list” and “why is it so important.”
We’re going to tell you something shocking…your email list is actually more valuable than any of your social accounts. Yes, you heard us right. Since we practice what we preach, we’re going to walk you through why you need to shift your focus to growing your email list and also give you some ideas on how to start ASAP.
And if an email list has never crossed your mind, or you have one but don’t really give it any love, don’t worry, by the end of this article we’re positive it will be at the top of your to-do list. :)
Why is an email list so valuable?
There is a laundry list of general reasons why an email list is so valuable to a company but let’s stick to the main reasons that are relevant to you as an influencer, blogger or content creator.
1) They Are Vetted. People don’t give their email address out to just anyone. People that are signing up to hear from you ACTUALLY CARE about what you have to say and that makes them extremely valuable to you and your business. Think about it, since this group of people is both relevant to your niche and trusts you, they are the type of people your brand partners want to target too. Having a vetted and solid email list can be a huge plus when pitching to brands and makes a great recipe for leveraging your influence whether now or in the future.
2) Emails Are Important Because They Convert. Since emails feel so personal they can be a huge factor in driving someone over the edge to purchase a product or service. According to a report by Optinmonster, 66 percent of users make a purchase through email compared to 20 percent on Facebook and 10 percent on Twitter.
Think about all the social channels you have access to – Instagram, Facebook, Pinterest, Twitter – they are all great for providing content to your followers but not always the best if you’re trying to pitch something to sell.
For example, if you’re posting something on Instagram, you have to hope they click “more” to read the entire caption, spend the time to actually read it and not get bored and then click over to your bio to find the link you’re trying to get them to click. It’s a lot of steps and the information is spread out, where in an email, it’s super easy for someone click a link to purchase.
3) You Actually Own Your Email List. It’s hard to come to terms with the fact that all the time we’re putting into growing our social followings and accounts could one day be a waste. We get that you feel a sense of ownership over your social accounts (we do too) but the reality is, they aren’t yours. If Instagram gets sold one day and the new parent company decides to shut it down (like they did with Vine) then poof, all your hard work was for nothing.
On the other hand, your email list is something YOU OWN and no one can take that away from you. Of course we understand that social accounts are extremely important for your business but if everything gets taken away, your email list will be the last man standing.
4) Emails Don’t Fall Victim To Social Algorithms. When you send someone an email, it lands in their account. Ok yes, they may not open it but at least you know it’s there! A study by Optinmonster shows that email reaches 79 percent of people you send the email to compared to Facebook, which has an organic reach of 1%-6% (depending on your total number of fans).
When it comes to the ever changing algorithm, we all post on social but don’t even know who actually sees our content. It’s a game of crossing fingers and hoping a new algorithm shift won’t affect your account too much!
5) Emails Are Great For Affiliate Sales. If you do affiliate sales to earn money from your influence then you know that if you had to pick any way to get in touch with someone, it would most likely be email, right? Yes, social channels make it way more fun, but they are much more difficult to convert someone because of all the extra steps involved. So if you monetize by affiliate sales you’re going to want to increase your email audience as soon as possible!
6) Emails Make Brands Excited. Companies love email lists because they know emails work. If you have an engaged email list and can include an email as part of your partnership package it’s a huge win for brands. They believe in email and are always thinking, “what will it take to get my money back” – after all they are looking for ROI. So to them, email is more of a safe bet than the glitz and glam of social media. And if you have a super engaged email list, make sure to let brands know in your media kit!
7) Emails Give You Detailed Analytics. A great way to know your audience better is to understand what they like, what they don’t like and how to best serve them. Emails are an awesome way to dive deeper into getting to know your audience and their demographics which you can leverage in your pitching efforts. Brands are no longer throwing money at anyone that calls themselves an “influencer.” They want to know about your audience and if it aligns with the customers they are looking to target.
So now you get it – emails are digital gold. If you’re serious about taking your business to the next level you need to start focusing your efforts on building an email list. Think about it, do you think most fashion companies offer you a big discount on your first purchase if you sign up to be on their email list because they are nice? Heck no! They know how valuable emails are for their company and are willing to invest in gathering that info.
And so should you!
But before we get into how to grow your mailing list, let’s talk about some regulations you should know about.
Learning to grow your email marketing list is exciting stuff but before you do, it’s important that you are up to speed on email regulations. There are some major laws that relate to email marketing and how you can collect and use peoples’ emails, especially since countries are cracking down on privacy rights. Because this article is focused on how to grow your email list, we’ll be giving you the spark notes version of what you should know before you start.
Although there is no universal law on this as of yet, many countries have their own laws and regulations to protect their citizens’ privacy when it comes to email. For example, in the United States we have the CAN-SPAM Act and the European Union has GDPR which actually has worldwide impact. The laws and regulations on this can be tricky since a lot of factors come into play – where you’re based, where the user is based etc., which can be especially hard in this global world. We think it’s better to be safe than sorry and play by the rules.
Although here at Sidewalker Daily we’re a bunch of business and marketing professionals who work with bloggers and influencers on a regular basis, we’re not your personal lawyer or business advisor. So with that said, since every business and legal situation is completely different, you should always seek advice from a lawyer who knows the laws of your specific country to clear up any questions you may have. In the meantime, here are some major things you should know about the CAN-SPAM Act and GDPR before you start to grow your email list.
CAN-SPAM Act: The US enacted the CAN-SPAM Act to set some rules for commercial email and messages. The Federal Trade Commission (“FTC”) spells out the rules pretty simply. The main ones you need to know about are:
- You have to tell the email recipients where you are located by providing a valid physical address.
- You have to tell email recipients how to unsubscribe from getting future emails from you.
- If someone unsubscribes, you have to honor their request ASAP and don’t wait.
- Don’t use fake header information or sketchy subject lines – they need to reflect what’s in the message. For example, don’t say “You’ve won a prize” in your subject line but then your email is about your recent cruise to Alaska.
If you want to learn more about the CAN-SPAM Act and all the specific regulations that go along with it, head over to the FTC website: www.ftc.gov.
GDPR: The European Union enacted their new privacy law on May 25th, 2018 and many businesses are still trying to decode what it all means for them. What we do know is that you have to get affirmative consent (“freely given, specific, informed and unambiguous”) on how you’ll use someone’s email. They have to agree to how you’ll use their data (it can’t be a pre-checked box) and you can’t use their email for a different purpose later on – no bait and switch allowed (unless of course you get their consent again in the future).
For example, if you get someone’s email to send them a Lightroom preset that they bought on your website, you can’t just put them on your email newsletter list without asking them. What you can do is ask them when purchasing the Lightroom preset if they would like to be put on your newsletter list and let them opt-in to that type of communication.
You have to track people’s consent. This is so if you’re ever called to show that you got someone’s affirmative consent to send them emails, you can provide the evidence as to who/when/how they gave you the “ok,” what they were told and whether they’ve withdrawn consent.
You have to make it super easy for them to WITHDRAW consent and tell them how to do it. This is pretty simple if you’re using any major email providers but nonetheless, make sure there is a way to unsubscribe in every email communication you send.
There are A LOT of other things you should know if you have a blog or website as it relates to GDPR but we just grazed the surface of email for this article.
Even if your country is lackadaisical when it comes to email regulations as of now, we come from the school of thought that it’s better to prepare for more strict laws (like GDPR) because cracking down on privacy is a trend that many countries are starting to follow. You want to do everything you can now to prepare so you don’t lose the right to email your list in the future!