“Your email list is gold.” This is one of the most common phrases heard in the marketing world. When I say this to yogis, the first question is always, “Why?”
The answer is simple. Building an email list is crucial for the long-term success of your yoga business. An email list gives you an opportunity to communicate with each member of your audience directly. Take this chance to say something meaningful – don’t just send constant sales pitches. If you create incredible content that provides useful, relevant, and valuable information, you not only benefit the lives of your readers, but you will inevitably build your business by solidifying your role as a thought leader amongst your community.
While Facebook, Twitter, Instagram, and in-person communication are powerful, nothing trumps the importance of your email list. Here’s why:
Facebook will not be around forever.
And neither will any other social media platform that you are using. Email, on the other hand, is here to stay (for now, that is!). If you put all of your effort into building your fan base on Facebook, you will lose access to your entire community once Facebook becomes obsolete. I know it is hard to imagine the world without Facebook… but do you remember MySpace? There is a beginning and an end to everything. With your email list, at least you own the contact information of your entire audience so that you can follow them as the world of social media changes over time.
Email newsletters allow for longer, more meaningful content.
Social media sites are great for small snippets of information, but newsletters are the home for your juicy content. Write a newsletter to give your audience a deeper dive into the heart of your teachings. Expand on topics you don’t have time for in the yoga studio setting. Every audience is unique. What does yours care about? Spirituality? Diet tips? Astrology? Pick an offering and dive deep. Seize the opportunity to provide content that changes the lives of your readers, just as you change lives in the yoga room.
People make purchases from newsletters.
If you are a yoga instructor or studio owner, you have products to sell, classes to fill, workshops to announce, and more. Sending a newsletter is one of the most effective ways to get your audience to click and buy. Social media is amazing for branding and disseminating information, but nothing beats the potential purchase power of an active email list. But remember, readers will ignore your promotional pitches if those are the only things you are writing about. Good content is always king.
If you have not given your full attention to building an email list yet, now is the time. Make it simple for yourself – write the names of your students on paper or type them into your smartphone after every yoga class. Transfer these to a spreadsheet on your computer and send emails as usual. For an optimized newsletter experience, consider using a free email list management program like MailChimp. The key to building and sustaining your email list is to make the task simple and fun for you! Write about things you care about, be authentic, and always keep it real.
Justin Michael Williams will help you find your authentic voice and share it with the world. He is a vibrant public speaker, musician, and successful entrepreneur who travels the globe training the conscious community to thrive in marketing, media, and business. See more at www.justinmichaelwilliams.com.
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