Building a yoga email list is a really important element of a yoga business strategy but it is often left out! This post is about understanding the key components of the email list building planning process.
Growing a yoga email list is quite simple, but it’s crucial that you spend a little bit of time understanding why you’re trying to build your list. You need to understand your goals and which strategies will help you to reach them.
Here are three questions that you need to answer in order to have an effective plan for building your yoga email list:
- Goals – What do you want out of your yoga email list?
- Audience – Who is your ideal student?
- Offering – What your ideal students need to achieve their goals?
You should think about these questions before you go put strategies in place to build your yoga email list including the freebies that you’re going to offer on your website. Once you know the answers to these questions, it’s going to give you more clarity and more purpose for your list building activities.
Clarity is really important. If you’re unsure about where you’re going, how can you ever hope to reach the destination? It’s true for everything in life. And the same applies to your email list building.
You need to know what you want to accomplish at the end of it. Your end goal should guide you on the decisions you make around list building and it will help you to prioritize the tactics that you’re going to implement in order to build your list.
Email Lists are fundamental for setting up sales funnels
So you might be thinking: sales funnel. What is that?
Imagine the shape of a funnel and the activities that you do around sharing content on social media, or writing blog posts. All these things are helping to get eyes on you as a yoga teacher and brand. These are the top of the funnel activities to help people come onto your website.
Once people are on your website, you’ll have some free content that you can share with them. That might be a checklist or a download of some sort that you will share with them in exchange for their email address. By doing that, you’re helping to move them down your sales funnel.
Once you’ve got those people on your yoga email list you can start to develop and nurture a relationship with them through an email sequence. Those emails will help to establish you as an expert in your field and in your yoga niche. If you’ve got an online course created or a retreat to announce you will launch these to your email list who are at the bottom of the funnel.
A certain percentage of the people that come in at the top will go on to purchase something from you. By having a clear goal and some measurable criteria for your success, it’s easier to understand the cost required to convert people to sales and what is working and where there are areas for improvement.
Let’s dive deeper into those 3 questions you need to ask yourself before you start building your yoga email list.
Question 1: Goals – What do you want out of your yoga email list?
Do you want to offer an online program to reach more students around the world? Or is it generating more income so that you can free up your time to travel your goal? It’s important to tap into why you’re spending time each week building your yoga email list.
Once you have figured out your why start to think about the numbers. How many people do you want to get on your list? Having a number is going to help you keep on track and stay focused. If you don’t have a number if you don’t have a goal, how can you keep working towards that number? So there are three major milestones to building your list:
- 100 subscribers
- 1,000 subscribers
- 10,000 subscribers.
If you are starting from scratch aim for a hundred. Once you’ve got your hundred, then work towards your 500 then a thousand people and then go from there.
Select your list growth goal and then make it SMART: specific, measurable, actionable, realistic and time-bound. For example, you want to grow your email list to 500 subscribers during the next 10 months. You want to make sure that you’re including a number and that you’re including a timeframe and that is specific.
Now you can start to think of ways to achieve this goal. You might run some webinars or create five freebies to share over the next 10 months. Or create content upgrades for every blog post that you share. Content upgrades are a free piece of content that you offer at the end of a blog post that’s related to the content that you’ve shared. It gives people a relevant reason to sign up to your list at that very moment when they’re reading your blog.
You need to have list building strategies that you are consistently implementing to be able to feed that funnel so you can successfully launch an online program.
Don’t try and launch an online program without building your list first.
This requires some patience because list building is not an overnight strategy, it is something that you have to continually work at. That’s okay because you want to be a yoga teacher for the long haul.
Email lists typically have a 1 to 3% conversion rate. This means that if you have 1000 people on your yoga email list, the statistics will show that between 10 and 30 of the people on your list will likely end up purchasing your online program.
Now that might not sound like a lot, but when you start to add the numbers around the price of your online program and maybe how many time you’re going to launch in a year, then it starts to build up.
The conversion rate also depends on what your program is and on the price point. Can your students afford it?
It’s not unusual if you create something that your audience really wants and the price point is right for them to get a conversion rate of 5%.
Let’s do the math
So let’s say you’re about to launch an online program that costs $197. Let’s base this on a 2% conversion rates of people on your list purchasing your online program. If you’ve got a thousand people on your list and 2% are converting onto your online program, that’s 20 people. Then you want to times that by 197 to get your earnings which would be just under $4,000.
You can then play around with the numbers and see how much your total amount would be if you increase the number of people on your email list or if you charged more for your online program.
Then you can start to work out what the revenue might be. Have a play around with that to get a little bit of an idea as to the potential for having an online program in the future and the potential for generating more income into your yoga business.
Question 2: Audience – Who is your ideal student?
Search for their struggles
We’ve done some digging around gaining some clarity on our goals. But let’s just take a little bit deeper. Think about your students and what they want from you. So what do your ideal students use to express the challenges they have?
If you’re unsure about this, then ask your students at the end of the class to get an idea of what they’re struggling with and what it is that they’re trying to achieve from their yoga journey. For instance, if you’re teaching beginners, it might be they’re feeling intimidated to join classes and they’re looking for classes that they feel comfortable and safe to attend.
What words do they use to describe how they feel right now about their yoga journey?
It might be that they’re struggling to find the time which is an opportunity for you to create short flows online for them to fit into their day. By starting to recognize the words that they’re using and starting to understand how they describe their yoga journey and where they are right now, you can figure out how you can help them by creating specially crafted offerings to overcome their struggles.
Sell them a transformation
You need to communicate with your students the benefits and results they can expect from your program. What sort of transformation are they looking for in their yoga journey? Start to look at how your email marketing can help them with this transformation.
Once you know what the is the transformation they’re trying to achieve, you can start to create your email content around that.
The keyword here is relevance. When they read your emails they will find the content relevant to them and their yoga journey. Your students will know that you are the right teacher to support them on that journey. If you can get into their minds, they’ll start to want to open your emails. They’ll look forward to receiving your emails.
Question 3: Offering – What your ideal students need to achieve their goals?
The last question is about the offering that you will create to support your ideal students on their journey. The offering that you have in place can be topics to attract your ideal student onto your yoga email list.
Once you have a good idea as to what your students are struggling with, you can start to create an online offering around those struggles.
Your program could be a group of topics to use as a curriculum. These topics are what is going to attract your ideal students onto your email list and into your sales funnel. Start to create freebies around these topics with elements of your online program to attract the right people onto your list.
Then you will deliver your online offering to your ideal students to help them achieve their desired transformation!
Hopefully, that gives you a framework to start thinking about your goals, your students and your offering which you can use to build your email list!
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