One of my retainer “Done With You” (DWY) clients is a female influencer who’s recently launched her own fashion brand.

And although she has amassed a huge social media following over the last few years – around 5 million followers across all platforms…

Her mailing list is still relatively small – around 30,000.

(Incredibly, she built this organically without even having a lead magnet.)

From this list, more than 900 people took time out of their busy lives to reply – via email – to a message we sent last week (that’s a 3% response rate.)

For more context, replies were from non-buyers of her new collection.

We simply asked them for more information about what was holding them back.

The responses have given us a trove of information about our audience:

–How they perceive our product
–How they perceive our offer
–And how many of them are REALLY engaged with our business.

We now have clear data on the objections we need to overcome…

As well as potential problems around the offer.

So how was it possible to get such an engaged response to a marketing email?

I’ve identified a few reasons:

1. Since the beginning we have respected our mailing list.

–We built up email frequency over time.
–We’ve been consistent and “infotaining”.
–Her offer presents a genuine solution to a problem shared by many women in her audience.
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2. She demands very little from her audience.

–We share a LOT of valuable information with her audience.
–She constantly creates very engaging content for her audience on social media.
–We engage in little-to-no hard selling. We’ve created a solution to her audience’s problem. We let them make the decision to buy.

3. We make sure it’s clear that the messaging comes from “her”. When we want to reach out directly to her audience for feedback, we:

–Hold back on any design or images.
–Send a plain text email in a readable font.
–Make sure the messaging is authentic, personal and empathetic. We want her audience to know how grateful we are for their support – whether or not they have bought yet or not.
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You see, when it’s clear to your audience that you genuinely want to connect…

They’re more receptive to your messaging.

This ensures that you build a mailing list of people that are engaged, responsive and interested in giving back.

Remember.

Behind every email address on your list there is a person.

Treat them as such.

Shane

P.S. Interested in learning more about my DWY services?

Hit “reply” to this email and we can chat.