Imagine you’re in a new relationship. Things are going great at first—you’re texting every day, making plans, and feeling all the good vibes. Then, suddenly… nothing. You send a message, and it’s like your new flame has disappeared into thin air. Ghosted.
Now, flip that around and imagine you are the one doing the ghosting. Except instead of a romantic relationship, it’s your relationship with your email subscribers. Your audience has signed up, they’re excited to hear from you, and then… crickets.
It’s easy to lose touch with your email list, especially when you’re running a small business and have a thousand other things on your plate. But ghosting your subscribers can hurt your relationship with them—and ultimately, your business. Regular email engagement is key to keeping the spark alive with your audience.
Let’s dive into why staying in touch with your subscribers is just as important as staying connected with your friends, family, and—yes—even potential dates.
Building trust: The foundation of every relationship
Just like in any relationship, trust is everything. When someone subscribes to your email list, they’re essentially saying, “I trust you with my inbox.” That’s a big deal! In today’s world of constant email overload, giving out your email address is a sign that someone values what you have to offer.
But if you don’t follow up, or you send sporadic, random emails, that trust starts to fade. Your subscribers might start thinking, “Where did they go?” or “Do they even care about me?” And once that trust is broken, it’s hard to rebuild.
Regular email engagement shows your audience that you’re reliable, present, and still committed to the relationship. It’s about keeping that connection strong and making sure they don’t forget about you.
The “Ghoster” Effect: What happens when you disappear
Picture this: You sign up for a cool new brand’s email list, maybe because they offered a discount or shared some useful content. You get a welcome email, and then… silence. A few months later, out of the blue, you get an email from them. But by then, you’ve forgotten all about them, or worse—you’re annoyed by their sudden reappearance.
This is what happens when businesses ghost their subscribers. They stop communicating, then pop back up when they need something (like a sale or a promo). It feels one-sided, like the company only reaches out when it benefits them, not when it provides value to the subscriber.
The result? Unsubscribes, or worse—your emails end up in the dreaded spam folder. You can avoid this by maintaining regular contact with your list, so your subscribers don’t feel like you’ve vanished into thin air.
Keeping the spark alive: Regular engagement = stronger relationships
Let’s be real—nobody likes a clingy relationship. But there’s a balance between too much and not enough communication. In the world of email marketing, consistency is key. You don’t have to email your subscribers every day (please don’t!), but reaching out regularly with valuable content helps keep the relationship fresh.
Think of it like a steady conversation. You don’t need to bombard your subscribers with constant messages, but you do need to keep them engaged and interested. By staying in touch, you remind your audience why they signed up in the first place and keep them excited about what you have to offer.
Regular email engagement helps:
Stay top of mind
Even if your subscribers aren’t ready to buy right now, staying in touch ensures they think of you when they are ready.
Strengthen loyalty
Consistent communication builds a sense of loyalty. Your subscribers will appreciate that you’re regularly providing value, not just showing up when you want something.
Drive conversions
A strong email relationship can lead to sales. Subscribers who feel connected to your brand are more likely to convert into paying customers.
How to keep your email engagement game strong
How can you avoid ghosting your subscribers and build a long-lasting relationship? Here are a few tips to help keep the conversation going:
Welcome them properly
First impressions matter! When someone signs up for your list, send them a welcome email. This is your chance to introduce yourself, set expectations, and let them know what they can look forward to. It’s like saying, “Hey, thanks for subscribing—here’s what you can expect from me!”
A warm welcome email sets the tone for your relationship and makes your new subscriber feel valued from the start.
Be consistent (but not annoying)
Consistency doesn’t mean bombarding your subscribers every day. It means establishing a regular schedule for sending emails, whether it’s once a week, biweekly, or monthly. The key is to be consistent enough that your subscribers remember you but not so frequent that they feel overwhelmed.
Find a frequency that works for your business and stick to it. That way, your audience knows when to expect to hear from you, and they won’t be caught off guard when you land in their inbox.
Provide value, not just sales pitches
Imagine if every text you got from a friend was asking you for a favour. Not cool, right? The same goes for email marketing. If every email you send is a sales pitch, your subscribers will feel like you’re using them.
Instead, provide value in your emails. Share tips, advice, updates, or useful resources. Think about what your audience cares about and how you can help them. When you consistently offer value, your subscribers will look forward to your emails—and when you do have something to sell, they’ll be more receptive.
Personalize your emails
No one wants to feel like just another number on a list. Use personalization to make your emails feel more like a one-on-one conversation. This can be as simple as using the subscriber’s name or tailoring content based on their preferences or past behaviour.
Personalization makes your subscribers feel seen and valued, which helps deepen the relationship.
Ask for feedback
Don’t be afraid to ask your subscribers what they want to see from you. Whether it’s through a survey, a quick poll, or even a call to reply to your email, asking for feedback shows that you care about their opinions and want to provide content that’s relevant to them.
It’s like asking your partner how they feel about the relationship—you’ll be surprised how much you can learn by simply asking!
The Takeaway: Don’t be a ghost, be a friend
In the world of email marketing, regular engagement is key to building strong, lasting relationships with your subscribers. Just like in personal relationships, communication is essential. When you stay in touch, offer value, and engage your audience regularly, you’ll foster trust, loyalty, and a sense of connection.
Remember, email marketing is a two-way street. Keep the conversation going, and your subscribers will be more than happy to stick around. When done right, email marketing can turn your audience from casual followers into loyal customers and even brand advocates.
