Why is an email list swap a great strategy?
Email Converts Well
Email is one of the highest converting marketing tactics that you can use. Here’s a stat for you: “For every $1 spent, email marketing generates $38 in ROI (Campaign Monitor)”.
Get In Front of a New Audience
One of the best ways to grow your audience is to get in front of other audiences. This is exactly why guest blogging, guest podcasting, speaking at a summit or conference, and other similar tactics are also great tactics.
Because you’re already communicating via email, it makes it really easy for people to say, “Oh yeah, sure. I’ll join this other email list as well.”
Email swaps give your audience some variety. Instead of hearing only from you week to week, they can hear from a special guest. This is especially great when they can learn about a topic that you might not have as much expertise in, but complements what you already share about. This gives your audience a little bit more well-rounded experience from your email list.
There’s a built in element of social proof here when you do an email swap. If someone’s allowing you to take over their email list, that’s saying a lot. Email is a very personal space. To allow someone to take over the emails being sent from your account is a big deal.
So when this happens, people know that you trust this person very much, and they trust you. You’re vouching for them and that’s a really big element of social proof. You’re basically making a referral to your audience.
How to Do an Email Swap
Make a list of people you’d be interested in swapping with.
There are a few keys here.
Look for Your Ideal Audience
Look for people with a similar audience as you or who have your ideal audience. This is really, really important because you want to make sure that, A, you’re bringing the right people onto your email list if they sign up, and B, that your content is going to resonate with them.
Choose a Complementary Swapper
Look for people whose products and services complement yours. Someone that does the same work as you likely won’t say yes to a list swap because they’ll probably see you as a competitor. On the flip side, do you want to be sending your potential customers and clients to someone else who provides the same product or service that you do? Yes, I believe there is space for all of us, but I also believe it’s a better strategy to aim for a complementary swap.
Look for a Larger List
Ideally, the person you’re swapping with will have a larger list than you. I don’t want to put too much emphasis on this because I don’t want you to get caught up in numbers. However, swapping with a bigger list is mathematically going to be more beneficial than a smaller list. Remember that the average conversion rate is 2-3%.
But again, the biggest goal is to find quality prospects. The other person doesn’t need to have a giant list for this to be a good partnership for you.
Reach out to those people that you’re interested in swapping with using a well crafted pitch.
It’s really important to have a really good pitch when you do this. For your pitch email, I have a few guidelines.
How to Craft Your Pitch Email
- Make the offer that you want to do a swap or takeover, then share the type of people that are on your list so they can decide if your audience is compatible. If you have a good size list, it wouldn’t hurt to put that number out there so they can see, “Oh yeah, this is going to be beneficial for me.”
- Share content ideas and sample articles. This is really, really helpful. A great format is “Content Topic Idea – based on article [XYZ]”. This way, they can get an idea of how you write and what your content will be about.
- Very clearly ask for a response. Make a clear call to action and ask if this is something that they’d be interested in.
With your pitch, make it really easy for them to learn more and say yes. People are busy. Don’t make them have to work to decide if this is a good decision for them. When you lay your pitch out exactly like I’ve described, you make it really easy for people to make this decision.