If you’re thinking about creating an email list, you should consider a few things.
Why do you want an email list?
Firstly, why do you want an email list? I’ve found that “someone told me I needed one,” is the number one indicator for why one will fail. If you want a newsletter to increase sales, increase website visitors, or some other reason, keep that in mind for everything else in this article.
An email list can certainly help you achieve a lot of different goals, but you need to make sure you’re operating it in line with those goals.
Are you going to keep up with it?
I sound like a parent when a kid signs up for a new activity. If you’re not going to stick with it, an email list is not a good investment. These things take years to build up. There are also no shortcuts. Email providers will blacklist you if you try to buy contacts or simply add everyone you know. You need to slowly build your list over time starting one contact at a time. In the beginning, it should feel like you’re putting too much time for the return.
Will you use it correctly?
There’s no perfect formula for using a newsletter to increase sales or drive users to your website, but there are a couple of rules:
- Make the content something someone wants. People love deals. People love informational content. However, if someone signs up for deals, they probably don’t want the information and vice versa. Give them what they signed up for.
- Consistency is key. You have to choose a schedule and stick with it. Users will drop off and you won’t get new ones if you have gaps.
- No spam! If you overload someone’s inbox, they’ll report you as spam. Respect the timelines people signed up for and respect the unsubscribe button. You can’t get a sale by emailing someone who told you they don’t want an email. This includes list buying and adding people without their permission.
On top of those rules, you also need to keep in mind one of the most important rules of marketing. You have to use your list in the way that accomplishes your goal. If you’re trying to increase sales, sell something or direct your customers to a place to buy something. Otherwise, you’re spinning your wheels.
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