Let’s take a look at the most common mistakes made by email marketers when list building.
Failing to build brand awareness
It’s important to build brand awareness and develop a relationship with your subscriber base, because the more that your list members trust you and the product recommendations that you make, the easier it will be to convert those subscribers into repeat customers.
You should also register your own domain names and set up professional hosting accounts that can house your squeeze pages and websites. It’s important that you establish an online presence and give people clear direction as to how they can reach you or find out more about you.
Promoting irrelevant products
Every email you send to your list should directly work towards strengthening your brands recognition for value. This means that you must be extremely careful with the kinds of products you promote as well as the quality of the products you endorse.
Whether you are the developer or not, if you give it your stamp of approval, your subscriber base will hold you accountable should the product or service fail to deliver.
You should therefore always review each product or offer you are planning to promote so that you can not only stand behind it, but can directly answer any questions that your subscribers may have about the offer.
You also need to make sure that the products and services you are advertising are relevant to your newsletters overall theme or topic. If your subscriber originally signed up for your newsletter in order to receive information on “network marketing”, they aren’t likely going to be responsive or happy if you begin to send out content relating to “dog training”.
Keep your emails focused and relevant. If you end up venturing into a new niche or are interested in exploring other markets, you should work towards creating individual segmented lists for each niche.
Failing to deliver quality content
This is perhaps one of the biggest mistakes and may be fatal mistakes that both new and seasoned email marketers make when running their list campaigns.
While the objective of building email lists is to effectively monetize them, you need to earn the right to send out promotional based emails.
This starts with first building a relationship with your list by offering high quality content, free tools and resources and material that is helpful and well received.
Once you have worked towards connecting with your subscriber base, however, you need to maintain that relationship by focusing on a well balance of solid, high quality content with any promotional emails you send out.
In fact, one way of maximizing open rates and response from your subscriber base is to over-deliver on quality content even during times when you don’t have a scheduled launch or affiliate program that you are planning to promote.
People tend to notice habits, and if they discover that the only time you seem interested in contacting them is when you have something to sell or promote, you will quickly lose any trust and credibility that you may have earned from your previous communication.
Keep this in mind whenever you create a new email campaign or broadcast.
Consider whether your email truly offers value and is written so that it genuinely benefits your subscriber base. If you build a solid relationship and brand with your subscribers, you’ll subsequently build a very responsive and loyal customer base.
Letting their lists run cold
You absolutely need to focus on staying in constant communication with your subscriber base. This doesn’t mean that you necessarily have to email them every day, but what you want to do is consider creating a posting schedule so that you can get into the habit of connecting with your subscribers regularly, while demonstrating consistency. Your subscribers will then begin to expect your emails on certain days and by doing this, you will begin to see a dramatic increase in your open rates.
The more consistent you are with your broadcasts, the easier it will be to condition your subscribers to accept promotional based emails and advertisements in between mailings containing free content and resources.
Failing to segment
Segmenting your lists does more than maximize your chances of having your emails delivered successfully. List segmenting will also help you effectively communicate and target specific subscribers, increasing response rate and helping you create successful broadcasts.
For example, if you developed a mailing list catering to the “Internet Marketing” crowd, it’s likely that your subscribers come from different backgrounds, are currently at different levels of their marketing training or are interested in various areas of the Internet Marketing industry.
By segmenting your lists, you can create content based on each groups interests and skill levels as well as develop products and services around each subscriber category.
With Aweber, you can easily segment your lists by creating a custom field for your actual opt-in form. This custom field should help you better identify your subscriber based on their location, skills and interest.
Using our Internet Marketing list as an example, a custom field could include “How long have you been involved in Internet Marketing?” which subscribers would answer at the point of subscription.
You could then log into your aweber account and conduct a search that would pull up people who had provided specific information in the custom field.
You can then save each group into its own individual list, and name it accordingly (New Marketers, 3 Years experience, Seasoned Marketers, etc) so that you can easily remember it for future broadcasts that you send out.
Simply select the group whenever you create a new email and it will be sent only to this group.
Copy & paste fanatics
When it comes to promoting affiliate products to your list, you need to avoid the common “lazy email marketer” tactic of utilizing existing affiliate resources to promote products and services to your list.
Instead, create customized emails that truly connect with your target audience and speak directly to your subscriber base.
Since the majority of affiliate marketers will be busy using the pre-made content offered by the merchant, you will be able to stand apart from the crowd by simply developing your own unique promotional based content.
Besides, you know your subscriber base and what they are likely going to respond to, and by crafting emails that really touch down on the things that are most important to them, you will be able to maximize the results of every broadcast.
Failing to monetize
While it’s very important to provide your list with fresh, useful and free content, resources and information, you are in the business of email marketing so that you can build a profitable business and you need to get into the habit of monetizing your list right from the start.
Here is my recommended system for email list building: Virtual Profit System.