While bloggers work hard to build their email list, the truth is that even a big email list can have small results.
That’s because people often twist and turn, slither and slip, to convince people to join their email lists.
This often results in getting lots of folks on your list who don’t really want to be there.
This isn’t the kind of subscriber who is going to help you build your list.
At least, this isn’t the kind of subscriber who is going to help you build your list the right way.
Why People Don’t Want To Be On Your List
People are not always excited at the prospect of joining your list.
That’s because one of the problems they have is too many emails in their inbox.
By trying to force them onto your list by offering something they see as valuable, you’re taking a chance of alienating them right off the bat.
You can overcome that alienation, but you have to do some good work to do it.
You’ve made a silent promise that they’ll be happy they opted in. Make sure they are.
1. Make sure the free lead magnet was worth the opt in.
If you get someone to opt in for your lead magnet (your free offer, or “ethical bribe”)… you’d better make sure it has value. Otherwise, they’ll judge you as being a shallow marketer who sucked them onto their list in exchange for nothing but fluff.
2. Give value in your newsletter.
Make sure to avoid doing everything imaginable to build your list, only to send an endless flurry of promotions in your newsletter. Make people glad to be on your email list because of the valuable messages they get via your newsletter.
A Big Email List Can Have Small Results
If you build a big list, but only give people minor value, then you can’t really expect to get very good results.
You don’t benefit by having a big email list unless you can build engagement with people.
You want them looking forward to your emails.
You want them responding, not just to your offers, but to the information you’re giving them.
If you have a link to a blog post in your email, why would anybody want to click that link and read the article.
Not unless you do a good job of pre-selling the blog post.
Build up your readers’ interest, intrigue and even enthusiasm.
Let them know that they’re going to get some major benefit by visiting the blog post.
If you have an affiliate link you want them to click on, they’re not going to do it unless you entice them properly.
Let them know, in your message, that the affiliate program they’re about to click on, is pretty exciting. Let them know how it can help their business or solve a problem they have.
If you do a good job of demonstrating that they could find a solution to their problems by clicking on that link, then they will.
A Big Email List Can Have Small Results
Don’t buy into the hype that you must have a big list to get big results.
Marketers who live for big lists have a very specific strategy.
They get tons and tons of people to sign up, then bury them in affiliate offers, hoping to get them to buy things related to their niche. They send a barrage of emails that have little more than sales pitches inside. They look to convert a very tiny percentage of people into buyers.
It works something like this…
If I have 100 people on my list, and I send out an email with a $7 offer, if just one person buys it, I earn $7.
If I can do that every single day, Monday through Friday, I’ll be able to make $35 a week.
That’s a 1% conversion. 1 out of 100 is one percent.
That’s not a big deal if I have a list of 100.
If I can build my list to 10,000, though, at the same 1% conversion, I’ll get 100 sales for $700 a day, or $3500 a week.
That’s a big difference.
Even if I do a terrible job with my list and get only a half percent conversion, that still results in $1750 a week.
Sounds pretty good, right?
Here’s the problem.
To get a list of 10,000 usually requires a pretty hefty advertising budget. It’s not easy to get a list of 10,000 by sending furry animal pics to your Facebook friends.
Another problem is, that if people are not engaging with me… if I’m not building a relationship with them… they’ll probably either unsubscribe to my list, or they’ll just stop opening my emails.
Either way, I have to keep spending money on ads to keep replenishing my list with fresh faces.
This is not the way all marketers do business, though.
It’s certainly not my business model.
A Small Email List Can Have Big Results
Let’s say you have a small email list. Maybe 1,000 people.
- if you gave them something really valuable when they first signed up on your list,
- if you follow that up by giving them high quality, engaging emails,
- if you focus on introducing solutions to your subscribers’ problems, if you develop a sales funnel of high quality products at different price levels…
If you do all those things, you might still only get a 1 percent conversion, but that would mean 10 sales a day.
If you maintain the $7 per sale average, that’s $70/day for $350/week.
There are three big reasons, though, that you can get much bigger results with your smaller list.
- First, you don’t need to spend a lot of money to create it. In fact, you can pretty much use all free traffic sources.
- Second, you don’t have to replenish your list so aggressively. This saves you time and money.
- Third, and most important, when your really focus on the engagement and quality aspects, you can get a higher percentage of sales, and you can sell higher end products and services. All of this because people get to know you and trust you more. They feel like they’re more than just a number. And they are.
So, the next time you think you need to do everything possible to build a big list, remember…
Focus on quality and problem solving, not on the size of your list.
A big email list can have small results.
What do you think?
I’d love to see your comments below.