Yoga Marketing - Building An Email List

         

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While it may seem like you have enough on your plate with planning a class, picking music, preparing a place, putting your best yoga clothes on (not the ones with the hole in the behind), having the props, showing up on time and creating the experience, you’ll quickly find that the art of teaching can become lost in the details of running a business. Some teachers prefer not to think of what they’re up to as a business, but to effectively deliver your message, you’ll need some basic strategies for gathering your tribe, growing it sustainably and getting the word out about your offerings.

There are myriad list buying services, and the rule here is usually that you get what you pay for. While this may create a starting point for those with the expendable resources, there are cheaper and arguably better ways to grow your email list.

What makes an email list effective? Two components deserve consideration when judging what your list does for you. First, when you tell people about an event or offering, consider how many look and how many actually respond by participating or buying? Many newsletter programs will monitor your response rates.  Secondly, you’re building name recognition and good will, so you want to assure that when your name shows up in their inbox, they smile instead of scowling and deleting.

The people who will be interested in your email, excited to open it and happy to see your address are most likely those who have attended your events or similar ones in the past. For this reason, the number one place to start growing your list is at your classes, workshops and other offerings. So make it easy and enjoyable and really, really obvious for people to sign up for your email list. Create a special notebook for the purpose and put a little effort into decorating it so that it’s attention grabbing. Say something about what they’ll be getting from you. People want to know you won’t be filling up their inbox with useless prattle, but also want to be assured they’ll receive value for giving you access to their eyeballs and attention. Create a simple, information packed and engaging article or graphic you’ll send as their inaugural email gift.

Use your voice! Before your offering at an event be sure to not only tell people that there’s a sign up sheet for informative emails, but actually ask them to sign up! Seems simple, right? But experience has shown that teachers often forget to ask, or are too shy to ask, perhaps mistakenly thinking it will sound overbearing. Experience also shows that when people are asked to take an action, rather than merely being made aware of the possibility, they’re far more likely to engage. Use your request as an opportunity to highlight your free offerings or informational opportunities and to emphasize how you strive to bring value to their lives. Communication is fundamental to your ability to learn what they want and to deliver efficiently in a way that’s convenient to them.

Once you have a beginning email list, use the power of sharing to grow your reach organically and sustainably. Use the tools available to tweet your newsletter when it goes out, and share it on facebook and other social media where your target audience is likely to see and engage. If you have corporate classes, LinkedIn might be the perfect place. Again, use the power of your voice and explicitly ask people to share your newsletter with others they think might benefit. In order for this to work, be certain you’re sending out genuinely useful communication, packaged for them to conveniently avail themselves. Including free youtube videos or access to audio downloads can be a convenient way to share tips and practices they’ll find authentically helpful at low marketing cost to you.

Finally, remember your email communication is part of your total online presence, and integrate a email list sign up box on your website. Consider linking an informal, informational blog to your website and to those to your facebook, so that your content works as much as possible for you. Whenever you update your blog, an RSS feed can update your website. If you update your blog once or twice a week, your website content will change, bringing you traffic to sign up for your email newsletter. When you send out a newsletter, one part of that can act as a blog post. This creates an integrated presence and lets people know just what it is you have to offer.


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