February 19, 2008 – I get asked almost every day from marketing and interactive agencies, “How do I help my clients grow their lists”. I typically respond with, ”is list growth really their untimate goal, or is driving additional revenues their goal?” As it turns out the real goal is increasing the number of subscribers who respond to their email initiative by purchasing or responding or interacting in some measurable way.
Relationships are built on trust and to gain your subscribers trust, you need to first establish that relationship. This is done by sending your subscribers timely and relevant content that they value. I can give you a real life example:
A few years ago I was living in the Denver area and often went to the eCommerce site of a well know golf clothing company. Over a period of a few months, I made multiple purchases. Throughout the check-out process they asked me all of the demographic data needed to complete the transaction, including my email address.
Over the next few months, I received weekly email offers from this company with the body of the email being one big advertisement. I thought to myself, WOW, they know all this information about me, where I live, my gender (based on the clothes I purchased), my size (XL), my average order size and order frequency. They are missing the boat in marketing to me. Rather than sending me offers for 50% off Women’s Golf Shorts, they should have sent me relevant content based on the information they know about me.
Moral of the story, when you have relevant information on your subscribers, USE IT.
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