We’ve all been indoctrinated to believe that “more is better.” But does this really apply to email marketing? If we have a bigger mailing list, does that mean we’ll make more sales as compared with a smaller list? Not necessarily. There are a several things we need to consider when it comes to our email marketing campaigns to evaluate how effective they may be.
Let’s consider some things by going back to the basics. You have a target market. Obviously, you want to sell your products and services to a particular group of customers or clients. It makes little sense to send out marketing and other informational emails to a list that is not focused on the needs and wants of a specific niche of potential prospects. Typically, the higher the volume of emails, the more expense related to maintaining such a system. No one wants to be paying to store and send out emails to people who will never even consider the possibility of opening them. We can conclude that a big list is a better list if the people on that list are targeted.
What if you have a small list? Could you experience marketing success with a smaller list? Absolutely. And the chances increase the more targeted that list is. If you have a smaller list that is targeted, in comparison to a large list that has no focus whatsoever, the smaller list may actually outperform the larger list.
So what can we learn from this?
• Plan out your email strategy
• Make sure your email content is focused towards your target market. Make sure the marketing message clearly and quickly polarizes people to either opt-in or not. You don’t want anyone to add their name to your list – you only want people who will buy the products and services that you offer
• Strive for quality over quantity. It’s better to have a small, but responsive list, rather than an large, but unresponsive list.
Take a look at your email strategy. Think about the quality of your list to fine-tune it to be more responsive. Put forth offers, products, and services that make people either stay on the list or opt-out. Remember, less can be more when it comes to profits – especially when our list is targeted.
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