When you are building your list, it’s important to have goals in mind. Goals involve numbers, but also, they should involve a sincere and a complete understanding of what you want to accomplish with your email list. When you build a list, what do you want your results to be?
It’s important to define goals for your list. Some goals that you should strive for are to have a responsive, targeted, nurtured and growing list.
1. A Responsive List
When you email your list do you meet or exceed the average response rate for your industry? If you aren’t meeting that goal you will need to look at a variety of factors to determine what needs to change or be tweaked. It could be your lead magnet that’s the problem or your messaging that is the problem. You’ll have to dig deep into analytics to figure it out and test out different things to see what works best.
2. A Targeted List
If you’re doing a good job targeting the right audience to become subscribers of your list you’ll start getting subscribers. If you are targeting well you’ll have a good response to your lead magnet or your low-price offer, also called a trigger or tripwire offer. The people who respond, if they are indeed your target audience, will not just get the freebie and then unsubscribe. They’ll open your email messages at least five to ten of them in the beginning. If they’re not, you may want to revisit your lead magnet to ensure it really is targeting your ideal audience.
3. A Nurtured List
If you have a nurtured list, you’re sending them regular and consistent messages based on the segment of your list they’re on. Send relevant educational, informative, engaging and promotional content to them often and consistently. Set up the autoresponder to segment based on your subscribers’ behaviour. For example, if they click on a link, or if they download a report, or they buy one of your products or an affiliate product you recommend. That way you can keep nurturing them based on who they are and how they respond.
4. A Growing List
Finally, your list should be growing. It’s going to grow and contract, grow and contract. This is a good thing. You want people who aren’t interested in your offerings to drop off your list. You can manually delete unresponsive people after time of not opening, or you can send more aggressive messages that might get them to open so that they self-segment in some way allowing you to delete the people who aren’t going to open or respond.
But the real key to growing your list is to find ways to launch something new often that will attract your audience such as more freebies, more low-cost products, more webinars, more engagement opportunities. These actions will ensure that your list grows.
Of course, you also want to tie your goals to something measurable. You can measure how many people are on your list, but you should be measuring responsiveness more once you get them on your list. The responsiveness of the subscribers will let you know if you’re on the right track in terms of targeting your audience and providing the right solutions to them.
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