Are big email broadcast lists necessary for success with modern online marketing?
Jason van Orden of the highly popular podcast Internet Business Mastery explains how a better list trumps a bigger list in his new video:
Myth of the Big List
(watch the video now).
Of course:
A big email marketing list with low response rate isn’t worth very much
As Head of Marketing for an email service provider I saw first hand how big brands mail millions of emails yet hit only 8% or less open rates, and thus click through rates were only a tiny portion compared to the overall list size.
Marketing legend Jay Abraham taught me a long time ago that before we should focus on selling, we should focus on providing value and building a relationship.
Thus, the size of your list combined with the relationship you have with it combined with the influence that you actually have on it will create the level of responsiveness and thus the lists profitability.
Consider the stream of logic:
- Before they buy, you need influence.
- To influence we must develop relationships.
- Relationships are built through engagement (multiple engagements or touch points possibly through various mediums).
- Engagement comes from gaining permission (which means subscribing to you in some way, such as podcasts, RSS, or email subscriptions).
- And they can’t give you permission until you have gotten their attention.
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