Effective email communication is something of an enigma. All fo us h ave full SPAM filters and still receive plenty of emails we don’t really care to see. But there are those few email sequences we receive, the ones that truly bring value, the ones that are helpful and thoughtful and kind, that we can’t wait to see pop up in our inboxes. If you’re going to make money from the creative endeavors you’re pursuing online you’ve got to learn how to craft THAT kind of email so you can establish and maintain the kind of relationships you want and need to grow your business. This episode features Darrell Vesterfelt, a member of the ConvertKit team who is passionate about making email communication not only useful but life-changing. If you’ll take the time to hear Darrell’s heart and understand what he’s saying about the power of email to build genuine relationships, you’ll come away a believer – and better equipped to nurture the people in your community.
Communicating effectively via email is not as easy as it sounds.
You may think that the words on the page are all you need to communicate what you need to say to those on your email list. But considering that there is no tone of voice, no inflection, no body language, and no eye movement evident in text-based interactions, you can easily see that effective email communication requires more than simply choosing the right words. And take it a step further – say you want to build authentic relationships with the people on the other end of your email list (and you do, right?). How do you do THAT effectively? Dane’s guest today has a great perspective and the right tool to help you do it, so be sure you take the time to listen and get yourself moving in the right direction with your email campaigns.
How do you feel when someone offers exactly what you need? That’s how your emails should make your list members feel.
If you received a form letter from a person you met at a party and it was written in a way that made it sound like the relationship had gone on for years, you’d be a little put-out, right? Turn the scenario the other way…. What if the letter was written with assumptions about your knowledge or place in life that were incorrect? You’d feel perturbed in a different sort of way. Many of the emails we send to our email lists do one of those two things when what we really want and need is the ability to address each person who receives them according to the specifics of their situation. Is that even possible with automated email? It is, and you can find out how on this episode of Converge.
You must segment your email list if you are going to authentically communicate via email.
The same, generic email to everyone on your mailing list has little effect. Why? Because it doesn’t touch each recipient where they are – it assumes a lot and broad-brushes the whole group. But segmenting your list according to demonstrated behaviors and simple responses to questions you pose can go a long way toward offering relevant, personalized content that actually makes a difference in the lives of those who see your email pop up in their inboxes. Darrell Vesterfelt and the team at ConvertKit love making those kinds of interactions happen and know how to help you nurture your email relationships in a way that profits both you and the recipients. Find out more on this episode.
How do you get started with effective email communication?
On this episode of Converge, Dane Sanders asked his guest, Darrell Vesterfelt of ConvertKit, what a person should do to begin establishing healthy and truly helpful email list building practices. His answer was priceless. #1 – Make sure you have the proper tool for the job. An email platform that cannot provide segmentation and personalized content is not going to do the job. #2 – Create a resource that is truly helpful to those who are interested in what you do and offer it to them freely. Show yourself to be helpful from the outset of the relationship. As you teach people what they need to know they become trusting of you, which is the first vital step to building lasting business relationships.
Outline of this great episode
- [0:57] Thinking about the most important relationships in life and how it relates to business and business partners.
- [4:21] What is ConvertKit and why are they in the email game at all?
- [9:41] What it means to communicate well with people via email.
- [16:03] Why segmentation of an email list really matters for intimate communication.
- [19:33] How the segmentation functions work in a tool like ConvertKit.
- [23:09] Determining the prerequisites needed for someone to buy from you.
- [26:45] How to start getting your head around the email communication challenge.
Resources & Links mentioned in this episode
- Seth Godin
- BOOK: Permission Marketing
- Nathan Barry
- Pat Flynn – Smart Passive Income
- BOOK: Don’t Sweat the Small Stuff
Connect with the Converge team:
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