I’ve written before about the dangers of relying on only one platform. Social media can drive traffic to your new site, but what happens when the algorithm updates and this one makes it just a little bit harder to reach your audience? Or maybe this is the one where they decide to make you pay to reach them at all?
An email list will help you avoid feeling the strain when other platforms fall short. It’s built independently of your shop and social media and can even follow you between platforms (if, for example, you decided to move from Mailchimp to Kit). Your list is yours, which means it’s up to you to maintain that relationship.
The last thing you want to do is alienate people that invited you into their inbox. You want to give them a reason to open your emails. You want to provide some kind of value. It doesn’t have to be educational. It can be entertaining or comforting. But whatever it is, it’s a reward for opening your email.
When it is time for you to sell something, the reward for maintaining a good relationship with your email list is that they’re happy to get that announcement from you. (This is especially if they’ve already bought from you once!)
Think about your favorite subscriptions and why they’re your favorites. I bet there’s inspiration there for your own list.
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