One of the biggest topics in organizations today is the need and desire to grow their mailing list. Most companies invest in email marketing campaigns because they believe that the bigger the list they have, the greater the chance they have to sell more stuff. Simply put: more stuff sold + more revenue = happy companies.
The Long Road Of Email Marketing
Some email marketers take the long, winding road of slowly building up a mailing list. They do so by building their list organically, spending their resources on properly activating and creating brand advocates in their subscriber base. They recognize that the size of their list is not as important as the over-all lifetime value of their subscriber. These organizations often have pressure internally to grow faster by out-of-touch executives with unrealistic expectations on subscriber growth. In most cases though, these companies follow the long road to certain growth and are financially and socially rewarded for it with loyal customers in the long run.
The Quick And Dirty Road of Email Marketing
On the other hand, you have organizations who opt to take the easy road. They use so many different channels, spend a ton of money on third parties that promise the world as their mailing list, even if they are using the same “50 Million Opt In,” “Can-Spam” compliant list to try and bring in as many subscribers as they can. These organizations say they are interested in quality, but often mask that with a “yes but” statement that sounds like this: “we still need to get to X million subscribers by X date.” Activation, welcome and engagement strategies are thrown out the window and the focus becomes on getting their X subscribers to buy stuff so their investment is not wasted.
Quality Over Quantity
Sit back for a minute and think of acquiring five million new subscribers to a party that you are hosting in your home. You certainly would not invite anyone over to your party unless you had cleaned up your house, got the hors d’oeuvres, the drinks, music etc. When your guests arrive, do you open the door and let them stand there or do you give the tour of where everything is so that they can enjoy themselves. As more and more people hear about how great your party is, folks will want a piece of the action and convince you to invite their friends. Eventually it will lead to a bunch of riffraffs wanting in, which eventually ruins it for everyone.
Before you put some super aggressive acquisition plan together, ensure that your house is in order and you are ready to greet your
guests. One of my colleagues and fellow bloggers here, Matt Vernhount says it beautifully: “It’s not the size of your list, it’s what you do with it.” Invest time and money to the more important part of acquisition. You and your subscribers will be glad you did.