List Management: You're Asking the Wrong Question

Read Time:  2 - 3 Minutes

​The question a lot of people ask themselves when they start thinking about building a mailing list is:

"Which mailing list management service should I use?"

You have probably asked that question yourself, and maybe even spent some time (a few hours or even a few days) researching your options. Well, this is not the question you should be asking right now. And, it is precisely why many businesses and entrepreneurs get stuck in the planning stage of list building. 

The First Step in List Building

iBefore you start thinking about list managers, you should consider:

"How can I best serve my market?"

​Whether you are providing products, services, or coaching to small-business owners, bloggers, entrepreneurs, lawyers, or solo professionals; they all have a need that you can fulfill. And when you find out what that need is, you will have two essential pieces of information:

1. What incentive will be a real no-brainer for your ideal client to opt-in to your list?
2. How can you use your mailing list to provide the best value for subscribers to your list?  

Don't over-think these questions, however. Your opt-in incentive can be something as simple as a resource guide or a short how-to video that answers one or two frequently asked questions. You don't have to go overboard with tons of downloads or a 75-page eBook. Rather than providing value, massive downloads are more likely to overwhelm your readers than encourage them to want to learn more. 

When it comes to providing value to your subscribers, consider these three things:

1. Regular communication is essential. Consider setting up an autoresponder series if you're not good with scheduling an email sequence.   
   
2. Marketing is second to information—too much selling will cause your unsubscribe rates to soar. 
   
3. It is your responsibility to distill and provide the information, tools, and products or services your audience needs.

What is Your List-Building Goal?

• How will you be using your list?
• Will you send out a weekly or monthly newsletter? 
• Will you create an autoresponder sequence that delivers content on a regular, pre-determined schedule? 
• Will you use affiliate links as an income generator? 
• Will you promote your services or products? 

Answering these questions will help you determine the right platform for your list-building needs, and it will also help you establish the path for your ongoing mailing list content, promotions, and growth. 

Thank you for reading! Comments are welcome. 

-- Anne Albright