This is Part 1 of a two part post describing how to use PolitePersistence with your email marketing strategy.



Have you ever had this feeling?


You want to grow your email list but unsure of how to proceed?


You read blogs, listen to podcasts and research the most recent email marketing and content marketing material but still feel like you're missing a competitive advantage?


In this post, we aim to introduce a new way of growing your email marketing list by using PolitePersistence.


Opening up your email marketing program to see that your number of subscribers has grown is one of those small wins in life that is enjoyed by all entrepreneurs and business owners.



But what happens when that number starts to taper off and plateau?


You could of course increase your pay-per-click marketing budget, you could purchase ad space on a relevant blog or, as you’ll read below, you could spend time connecting with actual people.


As Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”


This is so true. With so much noise on the internet - true human connection - the feeling that someone actually cares about hearing what you think or what you have to say can be extremely powerful.



Much of what makes up email marketing is the idea that our relationships are derived from our email marketing list…



...What if your email marketing list was derived from your relationships?



Benefits abound for taking the little bit of extra time and energy by directly connecting with real people before they become subscribers.


The best part about this approach is that NO ONE ELSE is doing it.


A great article written by my friend John Corcoran over at the Art of Manliness talks about why putting down your iPhone and other devices can actually grow your business.


This is very timely because as technology continues to dilute personal connection, the ability to connect with a real person one-on-one will become an ever increasing skill to be desired.






Here's a perfect example, I was in the airport the other day and was grabbing a beer at the airport pub before boarding.



A gentleman stepped up beside me and looked frustrated as if his favorite sports team just lost the championship.



Since my flight was delayed I assumed his was as well.



We got to talking and as it turned out he was the director of a consulting firm. We kept talking about our families and inevitably he asked what I did so I told him about PolitePersistence - bam!






His interest was piqued and he mentioned he would check out the website.



I offered him a free beta invite and we exchanged cards.



Using the steps below I can follow up with him to ensure, to the best of my ability, that we maintain our connection and that he becomes a subscriber.


Remember, there is a fine line between persistence and annoyance.


There is nothing wrong with following up, say, once a week unless your recipient specifically or implicitly suggests that you do not.



Here's why being direct makes sense.



Subscriber is Derived From:


Referred by a Contact

Direct Interaction With You

Word of Mouth Marketing Potential




Engagement With Your Brand




Evangelism For Your Brand








Get More Subscribers


We have potential subscriber relationships coming into our life all of the time. Two instances of this are when:


1)    We meet people who show an interest in our company/product

2)    When inbound leads ask a question, request more information or interact


Typically, following up with these contacts may be viewed as a high input / low output exercise - meaning that it will take significant time and energy to follow up with these contacts and the chance that they will subscribe is relatively low.


However, this avenue is rarely pursued by your competition not to mention that this is possibly because a tool like PolitePersistence never existed before.


Prosperity follows proactivity.



Turn People You Meet Into Subscribers with PolitePersistence

1)    Create a template on PolitePersistence and label it "Potential Subscriber"

2)    Fill out the first email to focus on:

(a) what you talked about

(b) any interesting points about their business

(c) a link to your subscription landing page so that he or she can receive more information by subscribing

6.13.14 EmailTemplate 1.png

3)    Fill out your second follow up email template to include:  

(a) Any follow up questions regarding what you talked about

(b) a link to an interesting article that you found related to their business

(c) question about what they have thought of your newsletter and include the link to your landing page again. Always phrase it as "What did you think of our newsletter?" question because if they already subscribed they'll provide their feedback and if they didn't maybe they will. Schedule / set this to be sent one to two weeks later.

6.13.14 EmailTemplate 2.png

4)    Fill out your third follow up email template to include:

(a) Refresher on how you met and any relevant updates

(b) a helpful contact or piece of advice that is relevant to their business

(c) Question about what you think he or she would like to see in your next newsletter with a link to your newsletter landing page. Framing the question like this helps to encourage interaction. Set this to be sent out a month later.

6.13.14 EmailTemplate 3.png

5)    Feel free to create further email templates in your PolitePersistence string but remember to add value to each and every follow up email you send for the best chance at receiving a response.



In some of our businesses we may have a high level of individuals contacting us via our website contact form or general email - interaction is always a great thing!


These contacts, regardless of why they reached out, are potential subscribers.


PolitePersistence makes it super easy to follow up and stay in touch.



Turn Inbound Leads Into Subscribers with PolitePersistence

1)    Create a template on PolitePersistence and label it "Potential Inbound Subscribers"

2)    Your initial reply email should of course first and foremost answer their question or address their concern. Then you can proceed to include as the last line in your email the benefits of why they should consider subscribing for your email list. Bonus points if you can relate their question or concern to a benefit of subscribing. i.e. “you were curious to know when we are launching - if you subscribe you will be the first to know when we go live!”


6.13.14 EmailTemplate 4.png



3)    Your next follow up should contain a few things


(A) Follow up on their concern to make sure that the same issue hasn't creeped back up. Not only does this get the conversation started again it shows solid customer service.

(B) Let them know that if they haven't subscribed yet that they should because you have an exciting post / information/ coupon coming in the next post and they shouldn't miss it. (C) Curious to know, did you subscribe? Asking a question is helpful because if they respond then PolitePersistence will automatically shut off your future follow ups.


6.13.14 EmailTemplate 5.png


4)    Your third follow up can essentially say the same as your second but you might want to emphasize that you are here for them personally and that you really want to make sure their experience has been nothing but awesome. Ask what they thought of the post you sent as well as provide a link to the landing page in case they haven’t subscribed yet.


6.13.14 EmailTemplate 6.png



You’ve just read two easy ways you could use PolitePersistence to grow your email subscriber list.


How do you use follow up to grow your business?



Remember, follow up isn't something we do when we feel like it…



Follow up has to be a viewed as a necessary part of your business similar to marketing and accounting. Click to Tweet



If you institute a structured follow up system you will naturally see your email marketing list grow.




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