List Size Matters

While enjoying coffee with a client last week, we talked about the challenges of selling training programs strictly by email advertising. Doing some quick mental math, we figured we'd need a list of 100,000 minimum to have any small chance of success.

Building a large list is no easy task and to do it fast would require buying or renting email lists, or scraping email addresses off the web. I'm not very comfortable with either of these list building tactics, however, "quantity" email marketing is extremely successful for a lot of organizations. Take note: big list campaigns require a big budget - not just at the start, but continuously.

On the other hand, you can accomplish a lot with a small list - quality instead of quantity. A different strategy, this is all about information (or content) marketing - giving something of value to your target market. It requires having a good reputation to be successful AND it also helps build your reputation. If you own the type of business where having a good reputation is a success factor, informational marketing is just right for you.


Don't dream of having a big mailing list - that's a lot of money and work. Dream about what you can do with the list you have! (Tweet this)


Comments

Post a Comment

Popular posts from this blog

List Building Using Social Media

Image
Wouldn't you like to be getting a dozen new subscribers every day? I've been doing small business email marketing for a lot of years and have a pretty good idea of what will work and won't. I'm rarely surprised but this week has been the exception - building a list from zero to 68 in five days using social media almost exclusively (no paid advertising). This is even more surprising because the Facebook and Twitter accounts started at zero, too. Now I didn't do this on my own; in fact my part was quite small. I've got two partners, Anita of Twirp Communications and Tina of Lift Communication, and we're launching the Social Media Day Halifax 2018 marketing conference. Here are the success factors that have gained us this great momentum: Synergy : The social media networks that each of us have been building for our businesses and ourselves have paid off in spades when we all started promoting at once.  Messaging and Visual : Taking time to craft c...
Keep reading »

The Worst Thing About Moving My Website to WordPress

Image
There have been many good things about moving my website to a WordPress platform late last fall. And there have been a few frustrating things. I'd been doing a pretty good job of ignoring some of those frustrating things until I received an email from Google Search Console with the subject line:  Increase in "404" pages on daleyprogress.com . Oh no! That sounded pretty ominous. The accompanying graph was even more so. Here's the backstory: all my website links changed with the move . Previously my pages all ended with '.html' and now that's truncated. There's a plug-in for redirecting when people click on an old link out there somewhere, so I set that up for every current page. I also had to move several documents and files hosted on my old site to the new one, and then go change all those links on my various blog posts about them. Tedious, painful work but I thought I had it handled. It turned out I was so very wrong. These '404 errors...
Keep reading »

Where's the Value?

Image
Some of you might remember the old Wendy's ad, "Where's the beef?" I was reminded of that when I saw these 3 examples back-to-back on Twitter. What's missing from the middle post in this screenshot? The beef. People are picky about what they subscribe to. If you don't give them a good reason to sign up, they won't even get to taste the beef, no matter how many patties there are. Good calls-to-action are not easy to construct but it's important to make the effort. Click to Tweet this Article
Keep reading »

How to Set Up a PayPal Link to use in eMail

Image
When promoting anything, it's always best to have a way for people to pay right away. PayPal is usually an easy way to do this but sometimes I need a PayPal button in a place where I can't embed the html code, like in an email, Word document, or social media post. You may not know there's a simple way to get a PayPal link without the button code . It's a link just like any other url and can be shared anywhere online (although it's an ugly link so you'll want to hide it behind text). Here's the caveat: you have to avoid using any of the 'customize button' options. Once you're finished creating your button, on the next screen, click the tab for 'email' and copy the link. (see image) Now you can have people 'Buy Now' using that link instead of having to embed a PayPal button. Click to Tweet this Article
Keep reading »

Using Pinterest To Create Brand Moodboards: Part I

Image
(guest post by Alison Knott) So you’re starting the process of making a brand or logo for your new business. Or, you’re about to hire someone to do it for you. Congratulations! It’s now time for the daunting task of articulating whatever the hell is in your head into something concrete. Eep! I’m here to help you help yourself. It can seem difficult to put into words how you do (and do not) want to represent your brand that doesn’t exist yet. So… how do the pros do it? We do research and create moodboards, which are a visual collection of images, colours and graphics to illustrate a certain mood . Now, as a brand designer I use Adobe InDesign and Illustrator to put final mood boards together for my clients. But you want to know what has saved me and my clients so much time? Having clients send along their own little Pinterest brand modeboard collection to help me get inside their head. Yes! That thing you’ve been using to save 783 pictures of living room renos you’re nev...
Keep reading »

This Useful Process Helps You Teach with Your Writing

Image
If you do any amount of training or facilitating work with customers, you may already be familiar with adult learning models. Teachers use them to prepare insightful learning experiences. The one I'm familiar with is Kolb's Experiential Learning Cycle but there are others equally useful: Learning can start at any stage in the cycle: Concrete experience - encounter a new experience or reinterpret an existing experience Reflective observation - reflect on an experience from a personal perspective Abstract conceptualization - form new ideas (or revise existing ideas) based on reflection Active experimentation - apply new ideas to surroundings, test for changes in the next experience The next time you sit down to write an article intended to teach, consider following this process. Pick the most obvious stage at which to start for the topic you have in mind. Work your way through the cycle, perhaps having a paragraph or two for each stage. Your writing will fl...
Keep reading »

5 More Inspired Ways to Develop Content Ideas

Image
Here is more inspiration as a follow-up to  5 Inspired Ways to Develop Content Ideas . That list had suggestions that you can do in minutes while sitting at your desk. This list of inspiring quotes requires you to get out from behind your desk. “Libraries store the energy that fuels the imagination. They open up windows to the world and inspire us to explore and achieve, and contribute to improving our quality of life. Libraries change lives for the better.”  - Sidney Sheldon #1. Swing by your local library and run your hand along a row of books. Enjoy the relaxing atmosphere and poke around for ideas by scanning book titles in the stacks. “I've found that many of the greatest ideas surface in bars because that's where many people cultivate inspiration.”  - Herb Kelleher #2. Off you go to your neighbourhood bar ... or coffee shop or... . Take a notepad and pen. Listen to what people are talking about. Ask people for their opinion on something about your busi...
Keep reading »

The Truth About Magic Bullets

Image
There are no 3-easy-steps to becoming a millionaire. If magic bullets and passive income really existed, we'd ALL be sitting around enjoying the view from our yachts. Cambridge Dictionary defines a 'magic bullet' as "a quick and simple solution to a difficult problem". None of the major dictionaries offer a definition for 'passive income'. These are marketing myths. They will cost you more money than you'll make. Or you will give up doing the work that is your expertise to spend your time doing marketing work. It's nice to dream but then get back to work. PS: There are no unicorns in real life either. Click to Tweet this Article
Keep reading »

My Essential Small Business Tools (Part 1)

Image
Whenever I get together with other business owners over lunch or coffee, the conversation often flows to a discussion of how to be more productive. What processes are we using? What contractors are helping? And what tools or apps are useful? I love this sharing of ideas and found out about many of the tools I use regularly from these chats. Those listed below are ones that I use at least weekly - often daily - and consider essential to managing my business. Google Calendar In the newsletter business, we have to keep track of a lot of dates - reminder dates, preparation dates and issue dates - for all our clients on varying schedules. Google Calendar has been invaluable, not only as an organizational and tracking tool, but also as a communication tool because it lets me share my calendars with work colleagues. I have my own calendar of appointments and events, plus a calendar to track all of the important newsletter dates. I use the email and pop-up reminders so I don’t forget a...
Keep reading »

Stop Saying "Feel Free"

Image
The next time you start to type “Feel free to phone or email me” -- Stop. If you’re in business, shouldn't it be obvious that you want calls and emails? "Feel free..." is a little wishy-washy, like using the word “just” . Instead, use a more direct call to action . Assume that people will have questions, concerns or feedback. “Call or email with your questions and concerns.” “Questions? Call or email – I’ll be happy to answer them.” “Tell me what you think of this. By phone or email is fine, at your convenience.” Even better, be specific about the type of response you desire . “Call me Friday morning so I can answer your questions and we can discuss the next steps.” “Send me your questions by email so I can give you detailed answers.” Create your own unique version of this call to action , use it, make it a habit -- make it part of your brand. Not only does “feel free” send the wrong message, it’s overused. This is an opportunity for you to stand out. Cli...
Keep reading »