You can spend months or even years building a massive mailing list and create something that is highly targeted and filled with incredibly engaged and interested readers.
But while this is true, it still only takes a single message to bring your hard work crashing down! Some mistakes are so destructive that they can destroy your chances of running an effective email marketing campaign. Others will simply prevent you from making the progress you should be.
So, check and see if any of these mistakes sound familiar. If so, change your ways!
Buying links is one of the very worst strategies of all when it comes to building a big mailing list. The reason for this is that bought links are essentially still ‘cold’ leads. That means they haven’t heard of your brand before and they never gave you permission to contact them. As such, they will likely ignore your messages and may even report you as spam!
Selling Low Quality Products
If you sell a product or promote an affiliate product and you don’t 100% believe in it, then that is always going to come across in the way that you present the message. People can tell whether you really believe in something and if you don’t, they’ll feel as though you’re just trying to wring as much cash out of them as possible.
Even if someone buys from you, they will likely be so upset by the low quality of your product as to be sure never to buy again. Suddenly, the CLV of your contacts goes down massively – and so does your profits.
Similarly, destructive is to forget about your mailing list for an extended period of time. This might sound obvious, but it’s a mistake that a lot of people make – simply forgetting to update their list and thus allowing time for your readers to become disinterested and to forget who you are or why they followed you in the first place. Now if you send another new message, they’re not going to care!
Spamming might mean sending too many messages or it might mean trying to sell things that no one asked for. The key to good email marketing is to respect your audience and to take seriously the responsibility that comes with being able to access their inboxes. Always provide value, or you’ll quickly lose those hard-earned followers.
Using Value Proposition and More Techniques to Promote Your Mailing List
Email marketing can be used to do a lot of things from building trust and authority in your niche to helping you to make more direct sales.
Whatever you end up using your mailing list for though, you first need to encourage people to sign up in the first place. This can be easier said than done, especially as most people are dubious about giving out their personal details. After all, most of us get enough spam as it is!
Here is some advice that can help you to get around that objection and grow your list nevertheless.
Sell the Value Proposition
The value proposition is the thing that makes your list worthwhile and the thing that will make it stand out. This is not simply the sum of its parts. A value proposition cannot be ‘getting lots of free emails’ but rather it is what those emails do for the reader.
For example, if your mailing list is about fitness, then the value proposition comes from the fact that your messages will help the readers to lose weight and build muscle, thereby becoming more attractive, more confident and more successful.
Value propositions work because they are what provide the ‘emotional drive’ behind your product. This is the hook and it’s what will get your potential buyers daydreaming about what life could be like when they sign up.
So, sell this vision in your copywriting and make sure that your audience knows just what an exciting opportunity this is and how it is going to improve their lives.
Use the Right Incentive
An incentive is a freebie that you will give away in exchange for people signing up to your mailing list. Very often, this will be something like an ebook or a report. What’s important here, is to make sure that your incentive is something that will attract people and get them to sign up when they were otherwise on the fence – but not something that will be too valuable and encourage people to sign up who otherwise wouldn’t have been interested at all. Otherwise, you will end up with subscribers who are only there to get the free gift. Not only that, but if you give away something like an ebook or online course entirely for free, then you will actually undermine the value of the things you sell later on.