A solid subscriber strategy not only will help you to guide your subscribers through an automated journey — whether it’s on ConvertKit or another email marketing software, but it will also help you to fill in those gaps where you feel like you’re missing out on opportunities to make sales through your evergreen emails.
In the previous audio clip of the Tidy Tags training, you heard an example of participating in a bundle.
That’s where you give away a digital product as a way to grow your email list. And maybe that’s not a particularly relevant example.
I know personally, I appreciate hearing multiple examples of how something could be applied so that I can better understand how to use it in my own business.
That’s why I wanted to give you a couple more examples of subscriber strategy and how having a good system can help you in your business.
Subscriber Strategy Example #1
My client, Nikki, is a user research expert, and she came to me because she felt like she was paying quite a lot for her ConvertKit account, which she was under utilizing and was really frustrated by that. And she wanted to be able to send more targeted emails to the people on her list so that she could share relevant information to the right people and hopefully make more sales.
The problem was she didn’t have a good way to organize her subscribers in her account. And instead, she ended up having to just send everyone on her list all the things.
She has these products and services that are very distinct in who they serve, but she didn’t have a way to know where people were at in their own career journey.
So to fix that, during her email marketing strategy intensive, we created five tags to reflect the distinct stages her people are at in their own user research career journey, from people who are just getting started all the way to people who are senior level.
And we took those tags and added a question to her ConvertKit opt-in form so that she would have that information right from the beginning and she’d be able to send them the right information that would help them depending on what stage they were at in their career.
Subscriber Strategy Example #1
Another example is my ConvertKit client, Kari, who had hired me for a ConvertKit VIP day. Kari has a few different offers and ways that she works with clients, including one on one work, a couple of group programs, and a self-paced course.
There’s some overlap in the topics that her offerings cover, but at the same time, some of them are pretty distinct.
Without a clear way to organize and segment her audience, her only option was to email new people who she hadn’t worked with and didn’t know yet was just to let them know about everything.
Instead, we translated those main topics into about eight different challenges her clients might face and turned them into what I call interest tags.
Now, when someone signs up for her newsletter, they can check off what their interests are and automatically be tagged in her ConvertKit account. Now, Kari has a way to easily reach out to the right people with the right information at the right time.
Because in essence, that’s what automated email marketing should be.
It’s about sending emails with messaging that really speaks to your audience, shows them what you’re about and what you’re offering, and helps them to figure out if they are the right people for your products or services at this time.
But here’s the thing. Without a solid subscriber strategy, a way to organize the people in your email marketing software, it’s going to be really challenging to track where people are in their journey, to know what they bought, what they didn’t buy, what they said no thanks to, what they showed interest in but didn’t buy.
And unfortunately, I’ve noticed from working with clients that this whole tagging versus segmenting is really confusing and really misunderstood because no one really talks about it when it comes to email marketing.
There’s a lot of focus on creating opt ins and writing emails and building a funnel, but not a lot of talk about how to organize your subscribers in the back end.
And that’s why Subscriber Strategy is really at the core of the work I do with my clients and why I’m talking about it in this training.
So if you’re feeling frustrated or confused by how to do this yourself, I have a handy workbook that I created. It’s called the Subscriber Strategy Workbook.
This digital workbook is based on the methodology I use with my clients when working with them to build evergreen funnels on ConvertKit and will help you think through the information you need to capture about your audience and map it out on ConvertKit.