7 deadly sins of List Building - FeedBlitz - New Media Expo
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This document discusses the "Seven Deadly Sins" of list building: wrath, greed, sloth, pride, lust, envy, and gluttony. It provides examples of how exhibiting each sin can negatively impact a mailing list by reducing engagement, increasing unsubscribes, and harming deliverability. The document advocates practicing the corresponding virtues of patience, charity, diligence, humility, chastity, kindness, and temperance to have a healthy, growing list and nurture long-term subscribers.
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7 deadly sins of List Building - FeedBlitz - New Media Expo
- 1. The Seven Deadly Sins of List Building Phil Hollows Founder and CEO FeedBlitz www.feedblitz.com @phollows
- 2. About Phil Hollows • Founder and CEO of FeedBlitz • Author of “List Building for Bloggers” – ListBuildingForBloggers.com • Clients include: Seth Godin, Fred Wilson, Jay Baer, Brian Clark, Danny Brown, Krazy Coupon Lady, Cecily Kellogg and over 70,000 others! • phil@feedblitz.com • @phollows
- 3. Why Care About Your List? “I get ten times more response to my blog from my email subscribers than I do from anyone else.” Seth Godin
- 4. You’re An Accidental Email Marketer!
- 5. The Seven Deadly Sins • Wrath • Committing these sins • Greed will: • – Affect your list Sloth – Affect your • Pride deliverability • Lust – Lose you visitors • Envy – Cost you money • Gluttony
- 6. Wrath
- 7. Wrath • Unsubscribes • Sending Limits • Deliverability Issues • Anger make you unavailable, unable to listen • It taps into core fight / flight system
- 8. Virtue: Patience • Listen to the unsubscribes • Respect limits or change how you send • Manage your deliverability: – Authentication: SPF, Sender ID, DKIM – IP and domain reputation – Tracking: SenderScore.org • Action: Dual opt-in, best practices
- 9. Greed
- 10. Greed • Take, Take, Take • Send, Send, Send • “20% off, free shipping” • Recipients feel disrespected • Do you think of your list as a resource, database or an asset; and not as people or subscribers?
- 11. Virtue: Charity • By all means monetize, but: • Give, give, give! • Educate, entertain, enlighten • Walk the walk on trust and authority • Timely, actionable and relevant • Explore alternative ways to monetize
- 12. Sloth
- 13. Sloth
- 14. Sloth • No list at all • No testing • No metrics • Taking short cuts
- 15. Virtues: Diligence, Attention • Test / Mix it up! – Time of day – Signup form locations – Popups – Incentives – Layouts / Designs / Subject Lines • Metrics matter – Pay attention to the trends – Open, bounce, unsubscribe rates
- 16. Pride
- 17. Pride • Everything I send is great! • One size fits all
- 18. Virtue: Humility • You are not your audience! • Timeliness: – Multiple delivery schedules • Relevance: – Topic-specific lists, activity-based mailings • Test: – Subject lines, calls to action, time of day • Platform: – How does it look on your phone?
- 19. Lust
- 20. Lust • Excitement is good! • Capitalize on it, but… • Beware short cuts • Overwhelming the new subscriber • Too much “enthusiasm” gets you into trouble!
- 21. Virtue: Chastity • Reward new subscribers • Nurture the relationship • Build trust • Take it easy with your autoresponders • Use activity-based mailings • Send the right message at the right time to the right person
- 22. Envy
- 23. Envy • Size isn’t everything!
- 24. Virtue: Kindness • Quality counts over quantity • Nurture your engaged subscribers • Focus on your trends • Build on your success • Reward continued activity • Prune older lists
- 25. Gluttony
- 26. Gluttony • Aggressive popups • Buying names • Not using dual opt-in • Bombarding subscribers for traffic, income
- 27. Virtue: Temperance • Practice safe popups! Respect the visitor • Experiment with different signup forms • NEVER BUY LISTS • Stay relevant • It’s OK to mail once a week if that’s what your readers expect
- 28. Thank You! Questions? Comments? • Talk to me! – phil@feedblitz.com – @phollows – Say hi @ Booth #713 • Resources – Check out: ListBuildingForBloggers.com – Subscribe: FeedBlitz.com/f? Sub=84 – Start a Trial: FeedBlitz.com/NMX