Your goal in building a list is to not just build a big list, but to also build a responsive list. After all, what’s the point of having a list if the subscribers don’t respond to your offers or even read your emails?
Now, I’ve talked about some of the factors that help you create a responsive list, such as driving targeted traffic and creating a targeted offer.
Lots of marketers assume that once they have those factors in order, creating a responsive list is a matter of building a good relationship with the subscribers.
While that’s important, building a responsive list starts well before that point. Indeed, it starts on your squeeze page, beginning with how you manage your prospect’s expectations. Let me explain…
Another of the factors you discovered in my previous blog post is to sell your newsletter just as hard as you sell any freebie you offer.
That is, you want your prospects to look forward to, open, and read every email you send.
This factor is big, because it helps you manage your prospects’ expectations.
You can’t have them join your list just to get a free e-book and then be surprised when they start receiving a newsletter, too. You want them to expect and look forward to the newsletter as well.
But don’t stop there. Your squeeze page should also tell your prospects what types of content they can expect to receive and how often they’ll receive it. And then you need to deliver whatever it is that you promised on your squeeze page.
You see, plenty of marketers promise “information-packed newsletters” or newsletters that are just bursting with “how to” secrets. And that’s true, at least for the first 7-12 auto responder messages.
After that point, however, the subscribers receive “live” messages only. And the marketer has tossed content aside in lieu of sending promotion after promotion after promotion.
Now, if you want to send out one promotion after another, go for it. But if you plan to do that, don’t tell your prospects upfront that they’ll be receiving a newsletter packed with free “how to” information.
In other words, don’t re-purpose your list once you find out just how profitable it is.
TIP: Do you want a list full of people who actually look forward to receiving promotional emails from you? Then start up a “product review” newsletter.
Or do joint ventures with product creators where you get exclusive discounts on popular products… and then offer coupons and discounts to your readers.
Either way, you’ll send promotions in every newsletter, and your prospects will look forward to it.
- What type of content are you going to send? Do you send articles? Do you send product reviews? Do you send short tips? Do you send promotions? Is it a mix of content and promotions?
- How often do you send email? The average prospect probably expects to receive one email per week.
If you send multiple emails per week – or even just one email per month – the prospect is going to be surprised. Tell your prospects what they can expect.
That’s it for this blog post. In my next blog post I will tell you how to write compelling copy for your squeeze page!