Are big email broadcast lists required for good results with Online marketing? Do you need thousands of subscribers before you have sufficient people to generate a good income online?
Jason van Orden of the popular podcast Internet Business Mastery clearly shows that a better list is superior to a bigger list. By better he suggests more attentive and more reactive. And that arises from the bond you build through the value you offer. How much they like and believe in you. How much they benefit from what you give.
A large database but low engagement is not worth very much. Time and again as a senior marketing manager for an email service provider I saw first hand how big brands often send millions of emails yet reach only 8Per cent or less open rates, and thus click rates were only a little fraction compared to the total list size.
Advertising legend Jay Abraham trained us quite a while ago that before we should concentrate on selling our service, we ought to give attention to providing value as well as building rapport.
That doesn’t signify brand building is more critical than direct response marketing. It means that a key component of direct response, and a aspect usually completely oblivious to brand promoters, is that to build the response we wish for, we must build substantial benefit, credibility, and likeability in the minds of our target audience.
Thus, the size of the database coupled with the relationship you have with it bundled with the influence that you have on it will create the degree of responsiveness and thus the lists earning potential.
Major problems with list building consist of leads hitting the junk e-mail button, unsubscribing or simply ignoring your emails simply because they don’t remember why they signed up, really don’t see the relevance of what you’re sending them, as well as don’t remember your company name in the From field.
The quality of the list is assessed through the amount of impact demonstrated by the list by means of actions that subscribers take in direct response to your messages. But how can you build that effect?
Think about this logic: Before they buy, you need influence, so to impact we must develop relationships. Relationships are made through involvement (multiple events or touch points perhaps by means of various mediums). This forms reciprocity (providing you are giving benefit). Engagement can come from gaining permission (which means subscribing to you in some manner, such as podcasts, RSS, other email subscriptions). And they can’t give you agreement until you have gotten their attention.
Summary: The marketer must strategically build a marketing pipeline of prospects that receive real benefit by giving their authorization to receive sales communications. This leads to a highly responsive, even if small pool, of very hot leads.
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