How I Made $10,000 in Four Hours With an Online Course That Doesn’t Yet Exist
Last summer we began building an audience of people interested in learning more about investing in order to get ready to launch our mobile brokerage application. Thanks to our promise to provide exclusive content in our newsletter, and the subscription boxes we placed throughout our website, we managed to collect more than 5,000 email addresses in six months, essentially organically.
But building an audience isn’t just a matter of collecting emails in a database. Your audience must know who you are, click on your links, and reply to your emails. Without that, you don’t have an audience — you just have an email list.
At the rate of about two emails per month since last summer, I think I had managed to build a bond of trust with Hardbacon’s audience and it was clear that this relationship was a factor in our campaign’s success. To develop such a bond, you must avoid the trap of sending emails only when you need something (i.e. “Can you answer this survey please?”) or when you want to boast (“The medias are talking about us, yay!”).
Yet, this is precisely what many companies do in their newsletters.
As for me, I’ve always made sure we’ve offered something, like useful tips or an explanatory text at the beginning of each newsletter. After this opening text, I never hesitated to ask my audience for something. In fact, the only day when I bent this rule was on that Thursday morning, in an email in which I limited myself to asking our subscribers to contribute to our campaign and to share it in an email.