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November 22, 2020

Knowing Your List Building Goals

When you are building your list, it's important to have goals in mind.

At first, you might think the goal is to grow a huge email list, but the real goals are more about what you want to accomplish with your list.

When you build a subscriber list, what do you want your results to be?

 It's important to define goals for your list. The most lucrative goals to strive for are to have a responsive, targeted, nurtured and growing list.

A Responsive List

When you email your list, do you get at least an average open rate? Do they click the links? Are you making any sales?

If your numbers are bad, you will need to look at your funnel and figure out what needs to change or be tweaked. It could be your lead magnet that is the problem... or your messaging that is the problem. You might be able to look at your analytics to figure it out and test out different things to see what works best.

Most likely, if you're just starting out, you need to find what works. It just takes time doing it over and over and failing your way to success. And trying to learn as much as possible from successful marketers.

A Targeted List

If you're doing a good job targeting the right audience to become subscribers, you'll have a good response to your lead magnet or your low-price offer (also called a trigger or tripwire offer).

The people who respond, if they are indeed your target audience, will get the freebie and probably read your first few emails. If not, you may want to try a different opt-in lead magnet offer.

A Nurtured List

If you have a nurtured list, you're sending them regular and consistent messages based on the segment of your list they're on. Send relevant educational, informative, engaging and promotional content to them often and consistently.

Set up the autoresponder to segment based on your subscribers' behavior. For example, if they click on a link, or if they download a report, or they buy one of your products or an affiliate product you recommend. That way you can keep nurturing them based on who they are and how they respond.

A Growing List

Finally, your list should be growing. Sometimes it can grow and contract, but that's not really a bad thing. You want people who aren't interested in your offerings to drop off your list.

You can manually delete unresponsive people if they haven't opened in a long time, or you can send more aggressive messages that might get them to open or not respond.

It's also a good idea to regularly clean your list using a list cleaning service - especially if you're running solo ads or purchasing lists. You can wind up with spam traps and 'honeypot' emails that will destroy your domain and IP reputation... which is really bad news for trying to get emails into people's inbox.

But the real key to growing your list is to find ways to keep launching new products and content that will attract your audience as often as you can.

More freebies, more low-cost products, more webinars, more engagement opportunities. These actions will ensure that your list grows.

Of course, you also want to tie your goals to something measurable. You can measure how many people are on your list, but you should be measuring responsiveness more once you get them on your list.

The responsiveness of the subscribers will let you know if you're on the right track in terms of targeting your audience and providing the right solutions to them.

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Jon Brickley


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