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Enticing your readers to join your list is just a small part of your overall list-building goal. The larger component is keeping them engaged. Do that right, and they’ll reward you with more sales—not only of your products and services, but those of your JV and affiliate partners as well.

However, a common problem I hear from entrepreneurs is,

“I don’t know WHAT to send my list.”

Here’s the number one thing your readers are looking for:

Solutions to their problem.

It’s ultimately why they’ve joined your list in the first place. Your opt-in incentive solved a problem they were having and now they’re counting on you to continue to provide the solutions they need.

These solutions can take many different forms, including:

Straight Information

This is similar to a blog post or article. It answers a question (much like this blog does) your readers have and gives them the info they need to move to the next step.

Maybe you’ve discovered an easier way to track conversions on Facebook ads, or gathered some interesting stats on content marketing for entrepreneurs, or learned a new method for promoting Kindle books.

Share with your readers.

Don’t ask for anything in return; just send them the info they need. By offering these information only emails, you’ll show your list members that you’re not just another marketer trying to sell them something. Instead, you’ll be seen as a valuable source of information (and your open rates will improve, too).


Of course, that doesn’t mean you can’t ever sell anything to your list. But some business owner’s I’ve spoken to are afraid to sell to their list. The biggest reason they give is that they think too many people will opt out. Isn’t that the reason you created a list – to have a pre-qualified audience to promote your product or service too? You’d be shooting yourself in the foot if you never sent promotional offers. Not to mention you’d go broke pretty quickly!

In fact, since your readers have trusted you to provide them with the very best information available in your niche, it’s important that you DO create and send them offers. They need your:

  • Programs and Products
  • Self-study training
  • eBooks and guides
  • Private coaching and mentoring

So be sure to include these offers in your mailings from time to time. Kissmetrics has an excellent article that includes promoting to your list effectively.

Tools and Training from Others

As I’ve already said, your audience is depending on you to find and share the best information in your niche. Sometimes, that will take the form of an affiliate offer for a new product or service, free webinar, or other offers. If you’re new to list building, it might be helpful for you to remember that these offers are meant to help your audience, not sell to them. Even though you might earn a small commission, it’s likely not your primary goal.

When you approach your email marketing from the standpoint of being helpful rather than being a salesperson, it’s much easier to get past that “what should I mail” question.