Every so often there’s a rumor that goes around about how email is dead and that we should all jump ship for social media or other marketing tactics. Nothing could be further from the truth.

Not convinced? consider this, an estimated 100 billion emails are sent and received each day and there are 3.9 billion email accounts around the globe.

While your clients may not be on the hot new social media platform, you can rest assured they are using email.

Email marketing offers you an opportunity to actively engage with your community that you just won’t get via social media. Email is a powerful marketing tool but it’s important to keep in mind a few email marketing fundamentals (from the truth about email list size to what to expect for reader engagement) to have success.

Building an Email List Takes Time

For many entrepreneurs, building your email list may take much longer than you think. While it may seem simple, if you only have a core community of 30 people you will need to invest time and energy into finding new people in person, or via your website, to grow your email list.

You simply won’t go from 30 to 1000 subscribers overnight because you have an opt-in form on your website!

While list building may seem like a daunting task, the time and energy you are likely spending doing other marketing (like blogging or social media) can easily support building your email marketing strategy. Let them know what you offer via email (New yoga sequences? Blog updates? Great recipes?) and invite them to join your community! Bonus points if you create a valuable freebie like an eBook or yoga video as an incentive to join your email list.

Not Every Subscriber Reads Your Email Every Time

Let’s say you have a list of 150 people. From that list about half of them are opening your emails, which means not everyone gets all of your awesome information. In this scenario, you’d have a 50% open rate, which may seem dismal, but it’s actually quite good.

The open rate will vary by industry but if you’re seeing 20% or higher, you’re getting a good number of people reading your emails.

Think about how many emails land in your inbox every day. Do you open emails if you don’t know who it’s from or if you don’t know what’s in it? If you’re subject lines aren’t interesting or relevant, chances are people don’t have an incentive to click and read more! Each time you send out an email, keep tabs on your email open rates so you can experiment with subject lines and get those emails opened.

Turning Email into Action

Email is a passive medium which requires your subscribers to open the email, read it and then take action from registering for your next workshop to booking a private appointment. Your community is doing this while other things are competing for their time and attention, so it’s no wonder that conversion rates, where people go from reading your email to taking action {like buying a session with you}, typically run around 1-2%.

Take a look at how people respond to your email.

If you are getting 13 people booking with you and only have a list of 150, you are doing something right!

It is possible to create higher conversion rates, but you want to be realistic about how many people are going to take action from a single email. There are a lot of ways to step up your conversions, but the most effective way is to always be of value. When people know, like and trust you, they are more apt to take action and that’s when amazing things can happen that blow the 1-2% conversion out of the water.

In the comments below – I’d love to hear from you!

Where do you feel stuck with your email marketing?

Love + Gratitude,

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