November 03, 2005

My 'Secret' List Strategy!

You might have got 3 copies of my 'Happy Diwali' email. Or five. Maybe even SEVEN.

But here's the rub... you *could* have got SEVENTY TWO

Yes, because that's how many sub-lists I manage at the moment!

I've been working with lists since 1996. My smallest list has 7 subscribers (and it brought in over $5,000 last year!). My biggest list has had around 15,000 people.

And these are/were DOUBLE opt-in subscription lists (not lead generation process results that many others proudly declare as their 'lists' running in the hundreds of thousands or even millions!)

If you've tried list building before, you'll know these are respectable numbers - and understand how difficult it is to build and retain this base in niche markets. That's why, when someone new (or less than ideally suited) to this subject writes to me with advice about running my list(s), I quietly smile and click on the DELETE button.

I've not revealed this facet of my work before - but for over 3 years now, I've been segmenting my list by interest area. That's why, even if you've been in my subscriber database for awhile, you'll notice how I sometimes require you to opt-in to a list to download a report, or take advantage of a special offer.

Now, I'm the first to admit the way I run the multiple lists is less than perfect. There's room for a LOT of improvement. But the solutions are either too expensive, or simply do not exist - and will require complex programming and fancy footwork to move my lists to a different system without a disaster.

So this is how my lists will run, at least for the near future.

  • You may get multiple copies of some emails - there's a link at the bottom of each message, offering an option to take yourself off that list. (In case you get any email from me WITHOUT this link, please let me know a.s.a.p.!)



  • You may have lost interest in what I have to say - again, that's what the link at the bottom is for. I don't want disinterested subscribers, just as much as they don't want to hear from me!



  • You may not like the thought of having your inbox flooded with many emails from me - If that's you, hit the link on all the 'extra' messages... but know that it *might* prevent you from receiving email exclusive to some sub-lists.

Of course, the only other option is to delete the redundant copies of the message you get... and read one of them. Chances are you're NOT on all 72 of my lists - and I use my judgement in sending out offers based on preferences and performance.

Bottom line - I'm NOT planning to change my list management in a big way soon.

If the thought of getting multiple copies of my emails is repulsive, totally intolerable and positively revolting to anyone on my list (!!!), the best advice I can offer them is to do the smart thing and cancel their subscription. Life's too short to do the things you don't like doing!

And for you, and the rest of my loyal subscribers, there's enough value in there to make the extra couple of mouse-clicks on the DELETE button worthwhile. And there'll always be MORE!

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