Many marketing research firms consistently report that when it comes to customer responsiveness, return on investment and overall value, few (if any other) competing online marketing methods can rival opt in email’s effectiveness. This should not come as a surprise.
After all, email lets marketers turn temporary traffic driven to blogs into a semi-permanent pool of loyal followers. How? These people give you permission to talk to them so you can establish valuable relationships. Still, there are ways you can manage your mailing list which can effectively kill the effectiveness of your contacts or, at least severely limit your trustworthiness and value.
6: Appealing to Freeloaders
Many email marketers mistakenly believe that ‘bigger is always better.’ They think that the bigger their list, the better their results will be. This is simply not true – at least not always, anyway. If you stuff your list with ‘professional mailing list squatters,’ you’re not going to get much sales (assuming this is your primary intent.) If you offer only a wide range free ebooks and other free digital goods, you’re simply appealing to freeloaders who are not interested in much else from you. Now, there’s nothing wrong with offering multiple free goodies; just ensure that you let your readers know in advance that they will receive occasional offers as well. This greatly reduces the risk of getting nothing but cheap bastards.
5: Sending Irrelevant Content
Another common way to kill the responsiveness of your list is to send content that has little to do with the original promise you made on your landing page. For example, if your landing page promises to teach people how to get shoe discounts online and you send them news that are only “somewhat” related, chances are many of your list members will click the ‘report spam’ button. Bad news. Stay on topic.
4: Sending Irrelevant Offers
There has to be a tight fit between what you offer on your landing page, the content you send to your mailing list, and your typical offers. If your offers have nothing to do with your content, your list members might think you pulled a bait and switch move on them and will eventually ignore you or report you. These results are almost always irreversible.
3: Using Shady Sources
There is a ‘solo ad’ industry that has sprung up around the need of many newbie list builders for a quick and ‘easy’ way to build some prospects. Sadly, many of these solo ads use professional ‘list squatters’ who click on landing page links, subscribe….and then do nothing. They just sit there sucking up space. These won’t help you. Other solo ad deals involve sellers recruiting the services of ‘microworkers’ from developing countries who sign up to your list in exchange for a few pennies. Hardly your target audience. Don’t waste your time on these sources of list members. While many solo ad offers are fairly decent, you should still be very critical and skeptical of solo ads in general.
2: Using Bait and Switch or Gimmicky Headlines
Nobody likes to be promised one thing and ultimately be given another. If you are going to use a certain headline, make sure your message’s body actually delivers on your promise. Otherwise, your list members will lose faith in you before receiving their second email in your autoresponder series.
1: Burning Out Your List
Even if you manage to send out solid updates every single time, sending them too frequently grants you the risk of burning out your trusted members. There is such a thing as too much of a good thing. Space out your updates. Give your subscribers some time to breathe to digest your most recent email.
Keep the following these tips to maintain your mailing list responsive for a long, long time. You spent lots of effort and money building up your list — don’t let all that go to waste in the blink of an eye.