7 deadly sins of List Building - FeedBlitz - New Media Expo
The Seven Deadly Sins of List Building Phil Hollows Founder and CEO FeedBlitz www.feedblitz.com @phollows
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!• email@example.com• @phollows
Why Care About Your List?“I get ten times moreresponse to my blogfrom my emailsubscribersthan I do from anyoneelse.” Seth Godin
Wrath• Unsubscribes• Sending Limits• Deliverability Issues• Anger make you unavailable, unable to listen• It taps into core fight / flight system
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
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?
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
Pride• Everything I send is great!• One size fits all
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?
Lust• Excitement is good!• Capitalize on it, but…• Beware short cuts• Overwhelming the new subscriber• Too much “enthusiasm” gets you into trouble!
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
Gluttony• Aggressive popups• Buying names• Not using dual opt-in• Bombarding subscribers for traffic, income
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
Thank You! Questions? Comments?• Talk to me! – firstname.lastname@example.org – @phollows – Say hi @ Booth #713• Resources – Check out: ListBuildingForBloggers.com – Subscribe: FeedBlitz.com/f? Sub=84 – Start a Trial: FeedBlitz.com/NMX