There’s a huge fallacy in internet and direct marketing.
It’s that bigger list = better list…
“The more people I have on my list, the better…” They think… “Because I want more people to sell to.”
And I get it…
The idea is that every person is a potential sale…
Every pocket may have a wallet in it…
And yet, they’re dead wrong!
My friend Brian Kurtz, over at Boardroom, came up in the list portion of the business. Renting their mailing list to other direct mail companies. And then understanding what lists needed to be rented for Boardroom to grow (they did a couple million a year when Brian started, and grew to as much as $150 million per year).
One of the things Brian emphasizes often is the value of sending to the right people.
In direct mail, you can’t afford waste. If you’re spending $.50 a name to put marketing in their mailbox, you better make sure every mailbox is worth spending that $.50 on.
In email, we have “better” economics. (That’s in quotes because when all is said and done a well-executed direct mail campaign will often yield better total economics. But I digress…) It costs a fraction of a cent to put this message in your inbox. And even when you’re dealing with a list of 100,000, 200,000, or more, your costs are still rather low.
And so, traditionally, the goal of many marketers has been to get as BIG of a list as possible.
And yet, then you start dealing with the real costs of mailing to a big email list…
High bouncebacks…
High spam complaints (especially if recipients aren’t well-qualified to be on your list)…
And — if you’re sending everything you can to as big of a list as possible, without really qualifying the people on the list — you start to experience list fatigue…
Lowered open rates…
Lowered engagement with your messages…
Lowered click through rates…
Lowered sales…
And — if enough people complain — even the dreaded blacklists!
And if your email reputation lands you on the blacklist, look out…
It doesn’t matter if there are a bunch of folks looking forward to your message…
It doesn’t matter if you have 1,000 or 1,000,000 people who have opted in to get your messages…
You ain’t gettin’ delivered!
And then you’re dead in the water.
What’s the alternative?
Well, you know what they say…
“It’s not the size of the list, it’s how you use it!”
Oh…
Maybe that’s talking about something else.
But if you’re building an email list for your business (and you should be), you need to focus on your 1,000 True Fans…
These are the people who love your work…
Open every email…
Comment on your blog…
Engage…
And especially — if you’re in the advice business — put what you’re sharing into practice.
For me, that’s folks like Jimmy Bradburn, who recently wrote me to say…
“Roy, I have to say with all honesty, that your BreakthroughMarketingSecrets is the absolute best site that I have ever subscribed to. You actually are doing some awesome things that will have a huge contribution to your listeners success and progress. You really seem to care about all of moving to the next level. I subscribe to some of the BIG names, like Bob Bly, who I really like. But they offer tidbits of knowledge that seems more general in nature. They don’t really do much for their subscribers. Your post always seem to be really putting some concrete steps out there for us to reach that full time writers life, that we all are working diligently for. I am obviously a hard core fan. I read every posting again and again to glean everything possible. I save everyone of your postings, so I can go back for a refresher, or recharge when I need that extra lift. I hope that I have the opportunity to meet you and chat a little at the upcoming bootcamp. Keep up the excellent postings, and your subscribers will grow and grow. Thanks again for all of your efforts. Regards… Jimmy Bradburn”
Thanks Jimmy!
Now if my whole list is full of Jimmy Bradburns, what do you think that does for my business?
On the other hand, I’ve gotten a few unsubscribes recently…
If you just don’t get it… Push this big red button now!
Including someone who unsubscribed from yesterday’s email, where I revealed one of Gary Bencivenga’s methods that earned him the title of “World’s Best Copywriter,” saying it took me too long to get to the point.
That they basically wanted me to give them 3 bullets and go…
That, in essence, they weren’t willing to invest 5 minutes of their day to discover what the World’s Best Copywriter did that they don’t…
Well, that’s someone I WANT to unsubscribe…
That’s someone I don’t want on my list…
Or — the most common piece of feedback I get when someone unsubscribes — that daily emails are too much…
Hello!
You signed up for a daily email! What did you expect?
Again, someone I WANT to unsubscribe…
I’m not trying to be a jerk.
I just know there are some people that are a fit, and some that aren’t.
If you’re a fit — and you probably are, because you’re still reading this — I want you here!
But if you’re a not, bring on the unsubscribes!
Yours for bigger breakthroughs,
Roy Furr
Editor, Breakthrough Marketing Secrets
