Email marketing tip #7: 9 + 1 deadly pitfalls that can kill your list building efforts
Believe me, there are a lot of ways to screw it up, so pay great attention to the following issues, because they can literally kill your list building efforts.
1. Using poorly designed and structured opt-in formsYour squeeze page and your opt-in form is the primary "doorway" into your email marketing system and if it fails to convert visitors into subscribers, all your list building efforts will go in vain. Here are the most important rules:
- keep it clean and simple
- minimize - or even better, eliminate - any additional external links to avoid possible distractions and confusions
- use professionally designed templates with nice, clear, fast-loading layouts
- craft a short, but clear value proposition and use a strong call to action
- give them a damn good reason to join and communicate clearly the instant benefits
- assure their privacy
2. Asking for too much information or using a long, complicated, time-consuming sign-up process
You need to make the opt-in process as simple, short and painless as possible. All you need is a name and an email address.
Yes, the more information you have on your email subscribers, the more you can segment your email list(s) and the more effective it will be in returning results. BUT, the moment when a visitor joins your list is not the right time to ask him/her for a great deal of information! You can - and you should! - do so later on a second screen after you have captured their email information, or even better, in your welcoming email or another follow-up email.
3. Chasing quantity
It's a fact: marketers are obsessed with numbers. It's natural. The more you see your subscriber lists increase, the happier you are.And it's right, IF you are focusing on the right numbers that are really meaningful to your business.
Having a large list is important, but ... isn't always a good thing. If your subscribers aren't interested in your offers your email list is completely useless. What I am trying to say here: your ultimate goal is to drive revenue and you should always remember, that leads are only a means to that end. What really matters, is to have a high conversion rate at a low subscriber acquisition cost!
So, don't chase quantity when you are trying to build your email list! It's all about quality and engagement. In fact a "smaller", well-trimmed - therefore much more responsive - list probably will improve your conversion rates. The bottom line: building large email lists isn't enough; you need large responsive email lists with active, interested prospects.
4. Using valueless or irrelevant incentives
If your free bonus isn't worth the price tag, your list building efforts will go in vain. So, think hard about your incentive and ask yourself the following two questions: is it something your ideal customers would be excited to receive? how valuable is it really?Always keep in mind:
- don't go fishing without a hook!
- don't go fishing without a hook ... and a good bait!
- there is no one-size-fits-all bait!
As I already said: give them a DAMN GOOD REASON to join!
5. Using only one sign-up form
If you are Lionel Messi or pope Francis, one sign-up box probably will suffice. Otherwise, you'll have to place multiple opt-in forms at well-chosen strategical locations on every single relevant and important page of your website. Period.
With that being said, you should also keep in mind, that using too many opt-in forms or lead generation methods can have an adverse effect as well! Yes, you should use multiple well-placed opt-in forms, a reliable lead generation software and a smart exit-intent technology, but you'll have to find the perfect balance between a reasonably persuasive approach - including a fair combination of static and dynamic opt-in forms - and a good user experience.
6. Using powerless "default" call to actions
You may have heard already terms like "reader blindness" or "banner blindness". What do they mean? It's quite simple. It's about our "ability" to ignore, to omit or to neglect something that permanently appears or exists around us.
Twenty years ago every single word pronounced by your fiancée was important and melodious. Today, it's just another - barely audible - voice. A rumble in the background, which - sometimes - could interfere with the voice of the sports reporter.
A continuous repetition or something that is omnipresent everywhere will generate stolidity and indifference. This is why the regular sidebar email sign-up boxes have become practically useless. And this is why the traditional "standard" call to actions are so inefficient! Using call to actions like "Subscribe", "Submit", "Join", "Sign Up" or - Lord, please forgive me - "Click here", won't help you to get new subscribers!
7. Not using a lead generation software
Many marketers complain that their email list isn't growing fast enough, or even worse, visitors aren't signing up at all. What they usually forget to admit: they aren't using any lead generation software, because they are not ready to invest a few bucks to get the desired results.
Well, hear me out: without an efficient lead generation software there is no such thing as successful list building! A well-converting lead generation software is a MUST even for the most successful and well-known marketers, bloggers or companies! Even for Messi and pope Francis. Building an email list without using a lead generation software is like riding without a horse ... Pointless.
8. Neglecting tracking, testing and research
I will never stop emphasizing the importance of testing. So, let me say it again: test, test and test!
Turning on a sign-up form or setting up a squeeze page is not enough, and using blind guesses instead of research and testing is guaranteed failure. Want growth? You need to regularly check and test which options are working better for you!
Putting aside Google Analytics - which is always the most obvious free solution for tracking and analytics -, there are many very affordable and extremely efficient and user-friendly testing platforms out there.
9. Buying or renting email lists
Buying or renting email lists is undoubtedly the easiest, fastest and most efficient method to ... kill your whole email marketing. Most likely those email lists aren't real, and even if some addresses are real and valid, those people never signed up for receiving emails from you.
As you can imagine, that's a guaranteed shortcut to become a spammer. Do you really want to pay from your own pocket just to get banned and penalized? Do you really want to throw money out the window to get a completely useless email list with thousands of invalid or non-existent email addresses? FORGET IT!
10. Never getting started! giving up too easily!
This trumps ANY other mistake you could possibly make. Read this article again, take a big breath, and ... JUST DO IT! Every journey starts with one step ...
Recent Comments
31
Zsolt,
Another great tutorial.
Your post always tick me to ask.
1) You mentioned Lead Generation Software.
Any affordable software you can recommend?
2) Do you think a pop-up still work these days to get people sign-up to your list?
Thank you in advance.
:)Joe
Hi Joe,
And your smart questions always help me to add some more value :)
1. As you know there are literally dozens of lead generation software out there ... And of course, everybody has favorites ... In my opinion Thrive Leads is the best one.
2. Another great question! And a very debated one ... Fact is, those pop-ups are very popular these days ... Personally, I hate them, therefore I'm not using any pop-up solutions on my blog. I find them annoying, distracting and obtrusive. I think that is a cheap, desperate, pushy and agressive avenue.
My motto: if you can't convince and engage your readers with your content, you've already lost the battle
Thanks for your time and your valuable questions!
Zed
Thank you for the clarification Zed (always called you Zsolt - unique). I like Zed better :)
1. Will check on Thrive Leads. Hopefully, it's not that pricey.
2. I don't like pop-ups myself but I have seen a pop-up which turns out less annoying. It's a one-page pop-up that really engaging. Agree, it's personal preference.
Thanks again.
:)Joe
Thrive Leads is $67 with one site license.
Thanks for your feedback and your valuable input Joe!
BTW Zed is fine :)
Hi Joe,
I forgot to mention a very big disadvantage of these pop-ups. Probably the biggest one ...
Let's say that your pop-up convinced me to become your subscriber. Great!
But the problem lies deeper. Why? Because tomorrow I'll see it again, regardless of my status. And the next day again. And so on ... And that's the point when becomes really annoying.
Hi Nic,
That depends on your needs & goals ...
If you can use all their products in a constant manner (especially on multiple sites) and you don't want to pay a bigger amount in one shot, yes, it could be a good approach
If you want to use a few products only and you need one site licenses, I'd go for one-time fees.
Zed,
Thank you. I do believe... I may be asking questions that will get answered as I move through the WA training. I apologize for the ignorance. I have a habit of jumping the gun, apologies. I do appreciate all of the advice and your blog posts are inspiring and extremely helpful, cheers.
Nic
You don't need to apologize Nic.
There is no such thing as a silly question.
And we are here to help.
Godspeed!
Zed
Well I have heard of Aweber and it seems to get great reviews for autoresponder. So lead generation and Autoresponder is what I am asking.
See more comments
As a newbie I found the post very informative.
Thanks for your time Adrian!