Q&A: Starting an Email List

I like to answer questions from my tribe! In today's blog post, I respond to a reader who has a question about starting an email list.

Question:

I've been doing some Internet research regarding email marketing. MailChimp says I have to ask permission before I send email marketing. How do I do that? (I'm not using them - I'm going to do it myself) Do I send a first email saying in the subject line: "Asking permission to email monthly newsletter - NO email marketing service used"?

Another question: It has been suggested that I put a privacy policy right up front. Is the following enough? 

Privacy policy: I am not using an email marketing service - I am distributing the monthly email newsletter myself. There will be complete confidentiality. Your email will not be given to anyone. Please let me know if you're interested in receiving it. Below is what you will see.

Answer:
I'm thrilled you want to start using email to market/communicate! It's one of the most valuable tools you can use to generate repeat business, referrals and even new clients!

You want to get people to opt-in to your email. I believe you actually SHOULD be using an email marketing service -- doing it yourself (i.e., copy-and-pasting email addresses into a BCC list) has two major disadvantages: 

1. lower deliverability of email messages (some email systems associate the BCC method with spam and will block messages from you -- not just the bulk ones, but they'll "blacklist" your email address and when you try to individually email these clients later, the message may not get through. 
2. You won't know who opened your email messages. All email marketing systems track "open rates" -- and while they're not infallible (people have to either click a link in the email or click "load images" to be registered as an "open,"), knowing which of your messages are enticing people to read them is valuable information. (Imagine if our clients could send their resumes this way, and they'd know if their resumes were actually being "opened" and read! I'm sure that day is coming! *smile*)

Okay, back to opting in. The best way to do this is to invite people to JOIN your email list. But it's not like the old days (5-10 years ago), when you could say, "Sign up to get my email newsletter!" and people would join it. No, people want valuable information in exchange for giving up their email address, and a "monthly newsletter" isn't enough of a draw. The easiest way to get them to sign up is by giving them a valuable special report. A lot of my BeAResumeWriter.com Bronze members adapt their Pass-Along Materials for this purpose. Another advantage of using an email service is that it automates the opt-in and delivery of the freebie. 

YES, you can send an email to each of your current clients, but I wouldn't use the subject line "Asking permission to email monthly newsletter." Instead, I'd tailor it to your bonus. For example: "Follow-up to resume services: Making more in your next job." This one-to-one email can be sent to each of your clients you've worked with (and, on an ongoing basis, to each client you work with in the future, after you send their resume documents). The email would have a link to opt-in to the email list AND when they sign up, it AUTOMATICALLY sends them the link to download the special report. (And they're added to your email list.) That's the basis of permission-based marketing.

If you want to use your email list to generate prospects (not just communicate with existing clients), you can also add the opt-in box to your website and social media profiles. You use it the same way -- you offer a valuable opt-in incentive (it can even be a DIFFERENT one for prospective clients vs. existing clients!) and you put an opt-in box on your website, blog, Facebook business page, etc. to get people to opt-in to receive it (and thus be on your email list). Most of the email marketing services will also include tools that allow you to spread the word about getting on your list (including "forward this email" buttons and links to your social media profile tools).

Many of the services also allow you to upload lists but ONLY do this if you have the permission of the people to add them! For example, if you have a booth at a job fair, you can offer to send them your salary negotiation guide if they put their name/email on your sign-up sheet. Then, you can enter those names into your email service database manually and it will both send them the guide AND add them to your email list.

As for WHAT to send to folks once they're on your list, make sure you follow the 80/20 rule. Eighty percent of your content should be valuable career-related information (without sales tactics) and 20% can be promotions/advertising -- whether that's for your own services or affiliate products/services. You want people to STAY on your list, so make sure you're communicating with them REGULARLY (at least once a month) and giving them valuable information.

But that brings me to reason #3 to use an email marketing service: automatic unsubscribes. The #1 rule you need to follow in email marketing is actually a LAW -- the CAN-SPAM Act defines email marketing. If someone asks to be taken off your list, you need to do that. And it's easier to allow them to unsubscribe themselves (ALL email marketing programs have this option built-in to each message you send) than to manage getting the replies to you one by one by one. Here's the CAN-SPAM Act guidelines:

https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

The #4 reason to use an email marketing service is they offer you pretty templates you can customize when sending the information. Instead of a plain email message, you can incorporate a "theme" template -- customizing the colors and fonts to match your business logo/colors. Once you set up this template, you can use it over and over again, making it easy to send your monthly messages. 

All in all, email marketing services offer some major advantages over sending messages yourself. And frankly, most people don't actually MIND that you're using an email marketing service to manage your list. The messages look more professional, getting on and off the list are easy, and they still can be personalized (you can set up your messages so they drop in the recipient's first name in the subject line or in the body of the message itself).

And they're not too expensive. (EVERY resume writer I've worked with on this has said their list pays for itself in terms of repeat business, referrals, affiliate products/services sold, and new business generated, if they follow the guidelines I've outlined here). The cost can be as little as $5/month, but the average is $20/month. I personally pay about $50/month for mine, and it's TOTALLY worth it.

I use (and recommend) these three email marketing services -- I've included pluses and minuses, and my affiliate links for each:

VerticalResponse. Offers a pay-as-you-go option (you can pay for email "credits" to start out, instead of a flat monthly rate -- although you can change to a monthly subscription at any time), so it's very affordable to get started. VR offers some basic templates; but does not include free graphics. It can host your sign-up form for you too. Setup difficulty level: Medium
http://www.kqzyfj.com/click-5727729-10683714

Constant Contact. One of the most popular services. A little more pricey than other options, but offers a TON of templates and lots of free graphics (plus access to paid stock photography services). Good sign-up tools for getting people on your list -- integrates with your Facebook page easily to provide a sign-up form. Also offers other services: survey tool, event management/sign-up tool, and a Groupon-like service. Offers a free trial for new customers. Setup difficulty level: Easy

http://bit.ly/ConstantC-RWD

AWeber. This one requires more technical proficiency than the other two, but offers a way for you to provide both single email messages AND email "courses" to prospective clients or current/past clients using autoresponders. I use it to deliver both free AND paid programs -- you can set up a series of email messages that are delivered automatically -- for example, my Leveraging LinkedIn class is 8 email lessons delivered once a day for 8 consecutive days. I set it up once in AWeber and people can subscribe to the "course" and the messages are delivered to them automatically. It also offers great opt-in forms -- giving you the code to put on your own page or AWeber will even "host" the form for you. Setup difficulty level: Harder

http://bearesumewriter.aweber.com

Why don't I recommend Mailchimp? Mainly because of email deliverability rates. Because Mailchimp offers a free level of service, their OVERALL email deliverability rates are lower, because some email service providers block ALL Mailchimp messages because some people use the free service irresponsibly. (Because there is no cost, it's used quite a bit by folks selling multilevel marketing products or low-cost services/products). I prefer using a paid service that monitors its members and makes sure they are following the rules (not just adding their entire email list to their account and sending messages without permission).

As for the privacy policy, YES, it's fine to include it, but it does NOT need to be the first thing in the message (nor will that help you entice people to subscribe and/or stay on your list). The #1 way to build trust with your list is to SHOW, not TELL. It's not enough to say that you won't share or use their email without permission -- SHOW that. Do NOT add send "bulk" emails to people unless they've requested to be added to your list (by opting in to receive your freebie). It's fine to send ONE email message to people you currently work with (or have worked with in the past) to ask if they want to receive your freebie, but don't just ADD them to the list. People hate that. :-)

Email Marketing Is Critical to Your Resume Writing Business

Yesterday's blog post hit a nerve, it seems. A mailing list can be a valuable tool for your resume writing business. Whether you're creating an opt-in incentive to build your list to help convert prospects into clients, or using your mailing list to stay in touch with clients after you've worked with them, I believe a mailing list is instrumental, and you should start one now.

You can take AWeber for a free test drive using the form below. Put in your name and email address and it will show you how easy it is.

Email marketing made easy.

Want to get an email marketing campaign up and
running in minutes? AWeber can help.

Powered by AWeber

Why Resume Writers Need an Email List

Recently on several of the resume writing association E-Lists, there have been numerous resume writers talking about being in a business drought. Several colleagues have said that July and August have been their slowest months in years.

I have a solution for resume writers who want to dip into a well of prospects and clients and generate a flood of new projects and referrals: Like author Harvey Mackey says, "Dig Your Well Before You're Thirsty" … and create an email list.

I've been talking about the value of an email list for years now. It's a must-have for resume writers who want to sell information products, recruit participants to online programs (teleseminars and webinars), and sign clients up for fixed-term membership programs. And you don't need a huge list — even 100 subscribers can generate a trickle of revenue … and that will just continue to grow as your list grows.

Why You Need an Email List 
According to Wikipedia.org, an email list is "... a special usage of email that allows for widespread distribution of information to many Internet users..." Pay attention to the words "special usage" because that is important. 

This special usage requires three things from you, namely:

• Special Software 
• Knowledge of Laws 
• Something to Share 

The software can be an online system such as AWeber or Constant Contact — two very inexpensive, easy-to-use options. The laws you need to know about are primarily the CAN-SPAM Act. And the "something to share" is best known as the sign-up incentive — something you give to your site visitor in exchange for his or her email address and permission to contact them.

But this blog post is about why you need an email list. The definition also gives you a clue into that aspect of an email list. It answers the why by telling you that an email list is for "...widespread distribution of information to many... ". This means that it's a super simple way to get out your information to the masses. Your information being the information you want to give your target audience about your business products and services. 

So the short answer to why you need an email list is obvious: In order to distribute information about your business to many people. It's a simple way to do it with the right software. Online software enables you to set up simple sign up forms on your website, blog, or even Facebook page so that people can enter their email address, giving you permission to send them information about your business products and services.

The software immediately sends a thank you email, with confirmation process so that you know for sure you really have permission from the person. This is called "double opt-in." This is required because it ensures that the right person really did enter the right email address and really did mean to receive the information. This process prevents you of being accused of sending out spam to people, and ensures that you get people on your list who really want to be on it. After all, you really only want to market to the right people.

The software also enables the person who signed up to easily unsubscribe with a simple click. This unsubscribe information appears automatically in every email that you send from the system. (This is a requirement of the CAN-SPAM Act.) This makes the entire process super efficient. In some cases the software will also clear out bounced email addresses and you can manually clean out email addresses which have not opened email for a specific amount of time. The software makes the entire process simple, giving you no excuse not to have an email list.

With a properly set up email list you will be able to regularly market your products and services to an audience who has given you permission, who wants what you have to offer, and who already trusts and likes you. You want this because most people need to see your offers at least 7 times before they decide to purchase. By having them on your email list, you increase your opportunity to make a sale many times over. You may have heard people say, "the money is in the list." Let me tell you, the money IS in the list. They're not joking.

No matter how big social media becomes, having that direct email address route is always going to be better. It's tried, true, and well tested. Every business now asks for your email address because they want to use one of the best marketing formats ever invented. Email. If you treat your subscribers right, and give them the regular information they asked for you'll create a lot of success via your email list. 

Want to learn more about email marketing? Download this free checklist:

Email Marketing Checklist

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More Things to Send To Clients

Yesterday, I shared 25 things you can send to clients in your email marketing. Here are 25 MORE ideas for you!

26. Answer the most frequently asked questions you get. This is a great email to add to an autoresponder sequence.

27. Announce a beta test. For example, say you’re promoting a new membership program. You can launch a “beta” version at a discount for a few weeks before launching the full priced version.

28. Tell your client's success stories. For example, “How This Woman Got Two Job Offers From Her LinkedIn Profile"

29. Critique a method you disagree with — or take a contrarian view. For example, “Why you shouldn't use informational interviewing as a job search strategy."

30. Ask your readers a question. Start a two-way dialogue to really build your connection with your community.

31. Offer a series of tips on a topic. For example, "10 Ways to Tweet Your Way To Your Next Job"

32. Give them a free MP3 download. This works a lot better than reading information for a lot of people.

33. Put the time constraint in the headline. For example “A Seat for You – Only Until Tomorrow.”

34. Go against something you said a while ago. For example, if you’ve been against using Facebook in the job search and came across new research that changed your mind, write a detailed post to your list.

35. Have a question panel. Post the same question to a panel of experts and email out their answers.

36. Poll your audience for their tips. Share the best ones with your list.

37. Teach them something that depends on them having your product. For example, teach people advanced strategies for LinkedIn (after they've purchased your introductory LinkedIn training program).

38. Do a motivational email. Instead of how-to content, have an email just dedicated to getting people fired up and motivated.

39. Let people pre-order an upcoming product at a discount. (For example, your new information product — like an ebook.)

40. Send an affiliate promotion for a product you genuinely believe in. Make sure you tell your personal story about why you like the product before promoting it.

41. Make something seem easy. For example, “How to Find a New Job in 15 Minutes a Day.”

42. Do something outside the ordinary. For example, write about a tangential industry. As a resume writer, you might write about working with a therapist when you get stuck in your career.

43. Give a personal share. Tell a story that’s mostly designed to let your readers get to know you more.

44. Apologize. If you think you’ve been making a mistake in your company, come clean and apologize. For example, if you’ve been over-promoting LinkedIn as a job search strategy, admit your mistake and tell people how you plan to change going forward.

45. Make a comparison. For example, how your method for job search is like how Michael Jackson trains for basketball.

46. Appeal to someone’s sense of security. Explain how an updated resume can help them live a more secure life.

47. Write an email designed to generate social proof. Talk about your clients’ past results — include testimonials and stories from current/past resume clients.

48. Pick up a copy of Joe Sugarman’s “Triggers” and find an emotional trigger you can use. Write an email designed specifically to hit that trigger. 

49.  Every once in a while, send a simple sales message. Just a few benefit statements and a link to buy a product. This is a perfect strategy for your membership site or information product (ebook, special report, teleseminar recording/transcript).

50. Every once in a while, do a massive sale or re-launch of an old product. This can help you milk a lot more money out of things you’ve done in the past. (Again, a great strategy if you sell information products as part of your resume writing business.)

50 Things to Send Clients

As you know, I'm a HUGE proponent of having a mailing list. However, a lot of resume writers wonder, "What should I send my clients?"

If you’ve ever struggled with coming up with ideas on what to send your email list, struggle no longer. Here are some ideas you can use just about any time…any place. Keep this list handy to plan your email marketing or grab it whenever you need a quick idea.

1. X tips to do something. For example, “15 Tips for A Better LinkedIn Profile.”

2. Warnings. For example, “Warning: The Most Common Job Search Mistakes to Avoid.”

3. Put a discount in the subject line. For example, “$20 Off Between Now and 7 p.m!”

4. Share a new theory. Ask people to give feedback and share their experiences.

5. Tell a story. Did one of your jobseeking clients fail or succeed? What did they learn? Try to make the story emotional, which is far more engaging.

6. Breaking news. If you know news is coming, try to be there for it. For example, if you see that new unemployment data is coming out, write about it immediately.

7. Something simple they can do right away. For example, an easy 10 minute update to their LinkedIn profile they can perform immediately.

8. A video. Give people high quality video content. Use a video metrics tool like Wistia to measure your dropoff rates and see what kinds of video content people like.

9. Share a victory. For example, “How Jane Jobseeker Got a New Job That Pays $9,839 More a Year.”

10. Do a time-limited sale. Give a reason for it. For example, do a 48-hour Christmas sale. (The week between Christmas and New Year's is often a slow one for resume writers!)

11. Challenge your audience. “I Challenge You to Make 25 New LinkedIn Connections by This Time Next Month.”

12. Give them something they can copy. For example, “My exact formula for getting an interview from every resume you send."

13. Address a common question or objection. For example, “How to Prepare for a Job Interview"

14. Give away a coupon. People love getting discounts.

15. Hint at future products. If you're thinking about adding information products to your resume writing business — ebooks, membership site, webinars — tease it! Building anticipation makes great content, as well as boosts your sales for when you do your launch.

16. Explain a problem. For example, “The 5 Reasons 90% of Jobseekers Fail to Find a Job in 30 Days.”

17. Rant. Just say what’s on your mind. This often turns out better than you think.

18. Promote your Facebook page or Twitter. Use email to build your social media audience.

19. Give a step-by-step guide. Walk people through how to do something complicated — like prepare their resume for use with an Applicant Tracking System.

20. Give proof for something. For example, film yourself doing something your target client wants to learn how to do — for example, changing your LinkedIn profile headline. This builds your credibility.

21. Interview an expert. Send it out to your list for free.

22. Ask other people to guest write for you. Make sure it’s super high quality before sending it out to your list.

23. Talk about someone you respect. For example, you could write a review of a new job search book. (Be sure to include an Amazon affiliate link!)

24. An opportunity to work with you. Give people the opportunity to get coaching or direct contact with you somehow.

25. Do a Q&A mailbag. Answer questions you get in the mail via your newsletter. Use your questions as content.

More Things to Send To Clients

Create an Email Marketing Course to Promote Your Resume Writing Business

© pathakdesigner - Fotolia.com

Even with the popularity of social media, email marketing remains one of the best ways to connect with prospective resume clients. The key is getting them to provide you with their email address. One way to capture email addresses of prospects is to enroll them in an email course! How do you get them to sign up for the email course? Help them solve a job search-related problem!

An email course combines email marketing with information marketing. Use an autoresponder like AWeber to set up the enrollment process (AWeber will automatically generate the code to copy-and-paste onto your website or blog to capture email addresses and it will also handle the fulfillment of the delivery of the emails to those who sign up.)

Probably the most intimidating part of this process is coming up with the content for the email course. But actually, that's not as difficult as it seems either! You can either re-purpose information you already share with your clients -- or use Pass-Along Materials.

(You can take almost any of the Pass-Along Materials and divide it into lessons. Each message can be anywhere from 150 to 1,000 words. Make sure each email message builds upon the last one while also offering a benefit. Be sure to include a call to action. For example, you may direct readers to visit your blog for more information on the topic, or you might send them to a sales page on your website where they can learn more about your services related to that topic.)

Your email course needs to scream BENEFIT to your readers. It's not as difficult as it might sound. One way to easily demonstrate the benefit is to position it in the title of the course. For example,"Five Ways to Make More Money in This Job -- Or Your Next Job" can walk them through the principles of salary negotiation.

Think about how you can provide the most value to prospective resume clients and then craft a course that solves a problem for them. Make sure the title of the course makes the benefit apparent. (One recommendation: Don't teach subscribers how to write more effective resumes or cover letters -- these types of courses are not as effective in converting prospects into clients as email courses focusing on topics that are related to other areas of the job search -- LinkedIn, salary negotiation, online reputation management, etc.)

When formatting your email course, each lesson should follow an easy-to-use format. This system ensures your readers know what to expect. It also makes it easier for you to create valuable content with less effort. Here's a template you can use or re-work to fit your needs:

• Address your reader by name and start the lesson with a short sentence that identifies the topic of the lesson. 
• Write the content of your lesson. Use bullet points, steps, or numbers to help make it easy to read.
• End the lesson with a look ahead to the next lesson. This helps motivate your reader to look forward to your emails. 
• Include a signature and a P.S. that includes a call to action. 
• Start the next lesson by briefly reviewing what they learned in the previous lesson and introducing the current lesson. 

If you currently have an email marketing system in place, consider updating it with a course. You can use it to drive traffic, build a larger list, sell more products or services, and strengthen your relationships with prospective — and even current — clients.

Using an Email Newsletter to Promote Your Resume Writing Business

© Beboy - Fotolia.com

Have you thought about using an email newsletter to market your business? Here are a few tips to use as you craft your e-newsletter.

People love to read information about their jobs and career. You can use your content as a way to market your resume writing services. Getting people to subscribe to your email newsletter is one step closer to getting them to try your resume writing services.

Here are some ways you can use an email newsletter in your resume writing business:

• Offer free subscription -- Just for signing up and giving their name and email address, you can offer free subscriptions to your email newsletter.
• Write articles about your services -- You can write articles related to the specific niche market you serve in your resume writing business or more general articles that offer timely and expert advice to your reading audience. But, don't forget to write articles that also focus on your career services. Let people know that you are an expert and then tell them about what you do.
• Create a customer section -- This is where customers (and prospective customers) can have their questions featured and answered by you. Include an email address where they can send their questions.
• Offer affiliate offers or advertising -- You can feature affiliate offers (such as reference checking or resume distribution services) or advertising. The more subscribers you have for your enewsletter, the more affiliate revenue you can generate, or the more you can charge for your ads.
• Have guest writers -- You can have other resume writers (or your affiliate service providers) write articles for your e-newsletter. For example, if you don't offer career coaching, you can partner with a career coach to write an article for your e-newsletter. In exchange, they get a byline and a link to their website at the end of the article.
• Hold contests -- Everyone loves contests! The prize could be something related to your business (like $50 off a resume package) or a career-related book, or an Amazon gift card. Second and third prizes could be discounts with purchase of a service. Feature the names of the contest winners in the next edition of your e-newsletter.
• Promote Your E-Newsletter to Your Current Clients -- In addition to looking for new subscribers, don't forget to invite your current resume clients to sign up for your e-newsletter list.
• Put The Word Out On Social Networks -- Do you have a Facebook business page? Promote your e-newsletter on there.

Email newsletters can be used to promote your business by providing vital information about your business to current and prospective customers.

I Won a Book from Vertical Response!

I had to share the news with you guys!

Last week, I submitted a tip to the VerticalResponse List Building Bank Giveaway. I was one of 10 tips selected to be featured, and I won a book -- "The Referral Engine" by John Jantsch!

As those of you who received the Resume Writers' Digest newsletter know, I use VerticalResponse to manage my RWD mailing list. I like it because I can purchase email credits and use them whenever I want, instead of paying a flat fee per month. If I don't send an email in a particular month, I don't pay anything! When I want to send an email, I just buy some credits (and they have a tiered payment program, where the more credits you buy, the less you pay. I usually pay $.015 per email credit (or $15 per 1000 credits), and since my list is about 800 names, I can do a mailing for about $12. They also have a "standard" option -- as little as $10/month for unlimited e-mailing.

They have great templates, marketing support, and blogs/articles/webinars to help you get the most out of your online marketing efforts. And they track your email campaigns (opens, clicks, bounces, unsubscribes)...

Give it a try -- here's my affiliate link to sign up for an account -- you'll get a 30-day risk free trial.
They also offer survey subscriptions and postcard mailings.

As you can tell, I love VerticalResponse! Give them a try ... and I'll be sure to put up a link to my list-building tip when it gets published.