10 Things To Avoid When List Building

10 Things To Avoid When List Building

As useful and as popular as list building is, there is a chance of having some problems when not used properly.

Incorrectly using it may have consequences that can be dangerous for your business or simply make your customers feel uncomfortable.

In this article, let’s look at 10 things you should not do:

Don’t Think About List Building As A Once Only Task

List building is an ongoing effort. The process might be getting from A to B, but it hardly ever ends, because your mailing list needs to keep growing over time. You can’t just create a mailing list with your first contacts and then just set them up for your newsletter.

What you really look for when you build a mailing list is to keep the influx of new subscribers coming, engaging them, and making them bring new people. You have to reinvent what you do with your mailing list from time to time and care for it. After all, this is your business!

Don’t Think About Your Mailing List As A Short-Term Recruiting Tool

You just can’t set up an offer to give something free for signing up to your mailing list as a method to lure in prospects, because you’ll end up with a mailing list full of people deleting your messages after having got what they wanted from it.

Make It Personal

One of the key words that successful marketers, salesman and saleswomen alike use for closing a deal is the word YOU. Subscribers already gave exclusivity by granting you access to their inboxes. What they want is for you to talk to THEM individually.

What you have to do is sell in a personal manner, even if you’re forwarding a promotional sales message to your 20,000 subscribers. Don’t just talk about the product and the market. Talk about how YOU can benefit from getting what YOU are being offered.

Don’t Focus Entirely On Marketing Somebody Else’s Product

Let’s face it, if you don’t own a product, you’ll be perceived as less trustworthy, as far as marketing efforts go. If you just focus on selling products and nothing else, especially if those products are from a third party, you’ll be end up being seen as another internet marketing robot.

That’s why you need to offer something that comes from you, something that you worked on that you don’t have to ferociously advertise and maybe even lie about in order to make a quick profit.

Don’t get me wrong; affiliate marketing is a great online business model, but you will be much better off in the long run by creating your own product and then having affiliates promoting your offer to their lists!

Don’t Buy Lists Of Email Addresses

This is a big no-no. Never, ever buy email databases. An email address coming from a mailing list for hire is surely receiving lots and lots of unwelcomed emails on a daily basis. If you send them an email without them knowing who you are, your message will get dumped as spam along with the others.

If they’re receiving unknown email for the first time, they will see you as an invasive, untrustworthy source of spam. They will block you and trash you in front of other prospects, so this practice will not pay off, even in the short term.

Don’t Take Email Addresses From External Websites

Don’t just go to a website or social media site and take email addresses and start mailing them without permission (and, yes, people will do this). Remember that a mailing list is built upon the interest and trust of prospects, and by sending them unsolicited correspondence is just out of touch with that fact.

Just like with email addresses taken from a mailing list that you bought, you’ll end up blocked and with a bad reputation, plus with ever tightening laws on data privacy, it is illegal. Try not only to be careful, but to completely avoid these kinds of practices.

Don’t Flood Your Subscribers With Email

This is kind of an obvious and valid point, but companies and individuals alike tend to forget that people don’t like to be inundated with email.

It is good to engage your subscribers with news, offers and contests, but there’s a fine balance of how many times a day you should message your subscribers.

Of course, this will depend on the kind of activities and products that you promote, and we recommend keeping newsletters limited to a daily basis, mailing offers and promotions two times during the day and mailing contests at random intervals.

Remember that not messaging enough can turn out to be as bad as messaging too much. You can end up losing subscribers and worst of all, customers, to the competition.

It’s all about balance and emailing daily or every other day should be fine. You may want to send a couple more if you are promoting a launch but do this sparingly.

Don’t Send Out Information Without Value

This is also something that some marketers and especially business owners without enough marketing guidance end up being guilty of, emailing the wrong kind of information.

This pitfall can be as simple as promoting poorly selling items, thinking it would sell, or by promoting the wrong kind of content to the wrong audience. Therefore, it is important to know who you are targeting certain email content to.

Internet marketers are notorious for this. They rarely provide educational content to help their readers but are constantly promoting products to their list.

This churn and burn model is an awful way to conduct business, because you are constantly needing to find new subscribers to replace those that are leaving because you are not providing value!

Instead, try offering value and building a tribe; it’s much easier to keep someone on your list once they’re on it!

Don’t Make Your Mailing List A One-Way Channel

One of the most prevalent, yet most harmful practices in email marketing today is making email a one way communications channel. What this means is that companies use it to message customers and prospects, but not offering them a way to communicate back.

This is bad for business, because if customers feel that they don’t have an effective way to directly communicate with a company, they might start looking elsewhere. Remember, that email is not only about advertising, but also about communicating with your clients.

Encourage readers to communicate with you. This has a twofold bonus; you are building an engaged list, and the likes of Gmail will reward you for this by ensuring your emails reach your subscribers Inboxes.

Another mistake is the reliance on auto responders. Auto responders send out an automated response to an inquiry or complaint from a customer, and then another one until the inquiry is resolved. As a business, you have to think twice about how this makes somebody think about your business ethics.

Don’t get me wrong; autoresponders are an amazing email marketing tool, but they need to be used correctly.

Don’t Trick Prospects

This is obvious, of course, but it is too often used as a cheap way for attracting prospects. You use a call to action to join your mailing list to enter a contest to get a big, sometimes unrealistic, prize.

While it is true that this sometimes works, it isn’t long term. If prospects don’t receive your promised prize, they forget about you as easily as they enlisted to your mailing list.

Also, most careful and educated prospects won’t just fall into this, so please don’t resort to underhand tactics as they aren’t sustainable long term, and you will get a bad reputation as one to be avoided.

If you want to know more about nurturing you list, check out the featured resource below for a free Simple List Building report; download, read it and take action 😊

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