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Stop Nurturing Your Email List

Tiny Course Empire Podcast
Tiny Course Empire Podcast
Stop Nurturing Your Email List

Every good email marketer knows you have to nurture your new subscribers, right?

But what if it turns out the whole “nurturing” thing has morphed into something it was never meant to be? What if instead of building stronger relationships, you’re actually hurting them by trying so hard to “add value” that you forget to sell to them at all?

That’s what I’m asking in this episode of the Tiny Course Empire Podcast, and I have to warn you, I may have been a little fired up in this one. Tell me in the comments below if you think I’m way off base or if you agree. I’d love to hear your thoughts!

Prefer a transcript? Here you go!

What you’ll learn in this episode:

  • How the word “nurture” has come to mean something completely different than it was originally intended.
  • Why nurturing your list might actually be hurting the relationships it’s designed to, well… nurture.
  • How we waste time and money by waiting “until the last email of a sequence” to ask for the sale.
  • Why your audience needs you to make offers (in other words, to sell them something).
  • How not to overcomplicate and overthink the whole thing. It’s just email, after all.

Resources mentioned:

  • Definitely agree with this! It seems important to be able to offer something early in the process that’s not too high-end to be intimidating. I notice some people offer trials in their membership sites.

    • Cindy says:

      I like the idea of a low-cost offer right from the start, too. That’s what tripwires are all about. 🙂

  • One of the things I’ve been studying with a coach lately is all about how to rewrite our meanings around certain words. I think that’s more important than ever in business language, because so many words that actually mean positive things get hijacked and twisted in business “training.”

    When I use a word, I use it with my meanings. Not what someone else has determined that it means.

    I will always, always nurture my people. But what that means to me may not mean what it does to someone else. It doesn’t mean that I baby them, or pretend that I’m not in business to sell things. It just means that everything I do comes from a place of caring for the other person.

    And I don’t tend to have long introductory email series when someone gets on my list. Just two or three that tell them who I am. The rest of the time, they are right there getting nurtured along with everybody else on a regular basis. 💚

    • Cindy says:

      I like that definition Teresa!

  • Definitely need to include these points for my autoresponder series as I review my lead magnets for possible updates. Thanks Cindy.

  • Tishia Lee says:

    Another great episode, Cindy. I’m horrible about selling to my list and have followed that whole nurture series belief that you can’t sell to your list until AFTER they get to know you (through that email series). But I know better than that and the real problem is I just struggle selling to my list period. I struggle with it because as a lifestyle blogger/podcaster, I feel like there isn’t anything I can sell to my list – which we all know is hogwash LOL.

    • Cindy says:

      It really does just take practice. Do it enough (sell to your list, that is) and you’ll find it comes quite naturally after a while. 🙂

  • Stephanie says:

    Great information! I’m finally working with a newsletter list and looking forward to growing in 2022

    • Cindy says:

      Excellent! Email is still the best value for your marketing dollar. Glad to see you’re working on building your list!

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