Have you ever wondered why your website or event lacks traction, hits, comments or responses? The easy money is on this answer: You don’t really know who’s on your mailing list. Maybe it’s time to consider some basic steps to solve this.
1. Keep it current
Using the same list from year to year or event to event usually is not productive. You must regularly review why (the date and reason) someone joined your list. You also need to merge and update new names. Keep in mind that lists bought or borrowed from a service or association member grow old quickly.
Your company might be happy when a list boasts big stats, but this achievement should be met with some skepticism. For example, has the list been reviewed for dupes, deaths and deadheads? Most list-management services can provide monthly statistical reports; many companies, however, don’t bother to interpret the findings. The solution: Assign a list taskmaster and let this person own the system from start to finish, providing regular updates on numbers and their relevancy to your team or project.
3. What am I signing up for?
Make sure your “respond here” area clearly expresses what a potential follower can expect. To do this easily, go through the process yourself. Then ask: Was the sign-up invitation genuine and easy to complete? Does it detail what the signee will be getting? This applies to newsletter mailing lists, blog subscribers, responses to the “contact me” option on your website and any other opportunity to join a list of any kind.
4. Target, target, target
For best results, narrow your perfect list search by asking numerous qualifiers. Lists purchased through companies that specialize in this process are specifically targeted to a market or area of your choice (using ZIP codes, income, education levels, etc.). Make sure you get what you want.
5. Take privacy seriously
Due to identify theft and over-marketing, people these days often think twice before subscribing to any list. Respect that and put methods in place to earn their trust and ensure their privacy.
Simply put, mailing lists must be targeted, accurate and frequently updated, tasks that are easier said than done. But with patience and dedication, you can build a list that works for you. Remember, the more precise you are in identifying your perfect target, the better your outcome will be.
Does this help? Please share your mailing list tips (and frustrations) in the comment box below. Plan well and prosper, friends.