|
Building and maintaining an email list
|
By Nick
[Hits: 21085]
|
|
Every time you send an email or newsletter to your list, one oftwo things happens.
1. Your email makes a positive impression, and your readers feelyou are worthy of their attention and continued interest. Or,
2. Your email is disappointing in some way, and your readersview the next email you send with a little less enthusiasm.
Put another way, every email or newsletter you send will eitherbuild on or diminish the relationship you have with your readers.
My guess is that most retailers and publishers don't think likethis.
I have a feeling that most list-owners view their list as anasset, to do with as they wish. There's money to be made fromthat list, and they'll do what it takes to maximize revenues.
An email list is a very delicate thing...
It's not the list that's delicate, of course. It's the attentionand respect of your readers.
You have likely experienced all I'm talking about from thereceiving end. You probably still receive emails and newslettersfrom some companies and individuals - but simply don't open themany more. One day you'll get around either to filtering theminto your junk folder or unsubscribing.
Why don't you read them any more? What went wrong?
At some point you felt it just wasn't worth it any more.
Maybe the content became repetitive. Maybe the sales pitchesbecame too relentless. Maybe you had learned all that thoseparticular people could teach you.
>> Pay very close attention to what you send to your readers...
I have seen one huge list become almost totally non-responsivewithin a matter of weeks.
I have seen another list, with millions of subscribers, end upwith an open rate of around 4%.
In both cases this happened because the owners of the lists lostsight of what a "list" really is.
A list is not a passive asset that can be milked for all it'sworth.
A list is a large group of people who signed up because theytrusted you enough to share their email address.
The list is not "yours". It is theirs...one name at a time.
As a result, you need to think very carefully about what yousend to that list, every single time.
It is understood by your readers that you will sometimes havesomething you would like to sell them. It's OK. But you have toachieve a balance. You have to give more than you ask for. Yourreaders have to feel that they have come out on top in some way.Use articles ortutorials to keep their interest . Over 900 business articlesare available at http://sss.ad4business.com
Concluding thoughts...
Before you send each promotional email or newsletter, pause fora moment. Review the contents and make sure you have the balanceright.
Make sure there is enough value there.
Make sure the value of what you give outweighs the attention youask for in return.
Article by nick . Find more at article site
|
|
|
|
|
|
