How one last roll of the dice could just land you a few extra sales—and reengage a quiet list

With the economic turmoil brought about by BREXIT, COVID, and the war in Ukraine, belts are being tightened, wallets are being squeezed, and metaphors are being stretched by the day.

And unless your business is selling barrels of crude oil, margins are likely wafer-thin, and profits increasingly hard to come by.

So landing new and loyal customers is crucial to long-term success—and to make that even more likely, many brands turn to paid advertising and attractive welcome discounts to woo customers into their world.

This “cost of acquisition” offset by profits made on repeat purchases over the lifetime of the brand’s relationship with the customer.

But giving new customers better deals than loyal fans can be a bad look.

So what’s the solution?

If you’re looking to wow your customers with a great email experience, you need to start at the beginning.

How do your customers end up on your list in the first place?

I’m not going to waste time talking about buying subscribers or email lists—if you’re doing that, I can’t help you. This is goodbye.

Now that we’ve established you’re not some evil spam lord, let’s dig in.

Getting people to part with their email addresses is a big lesson in trust—we all get enough crap landing in our inboxes every day, so you need to earn your place. Your potential subscriber has got to know you’re the real deal.

As a copywriter and copy coach, I’ve written and reviewed hundreds of websites, and I’ve seen my fair share of great and not-so-great examples, and the big secret to getting subscribers to trust you is…

Breaking down why email is the marketing channel you simply can’t afford to ignore.