After reading quite a few blogs there seems to be a weird reason why anyone should sign up to your email.
Most blog providers believe that they want to start a conversation
Others want the user to become their friend.
If you were the customers friend you would become much nicer and more open than probably what you are now. To be honest, it is because we want something from the customer.
The “money is in the list” is complete BS. The money is in the subscriber who wants to interact.
One well known marketer had about 800,000 subscribers. Big list and they constantly told you about it.
They sold an ebook with 80 bonus books perfectly complimenting the main book. How many ebooks did they sell?
About 2000 at $27 = $54,000 from one email.
Great some people might say. Pretty poor in reality. A 0.25% response rate.
The list of why it didnt sell better are many:
- poor product
- poor copy
- poor build up
- poor emails in the past
- poor products in the past
- poor relationship with the list
- dead emails
- “to good to be true”
- something is better already out there and you havent diversified yourself in topic
It is a good example of not trying to gain tons of email subscribers. But trying your hardest to get the “right” type of subscribers.
I even sent my list an email to say roughly “the following emails from now on are going to be about this topic. If you like it great, if not subscribe to this list…” People unsubscribed, which was great.
Offline it is easier to see many business providers perspective:
I returned an item today- to get my money back from a completely unopened Christmas present. To go through this process the company wanted my Driver License details.
I said that I didnt want spam or anything coming through the post. The dutiful worker just said “because they wanted my Drivers License for their database”.
No reason for me to give it, just that they wanted it.
1- Asking for your ZIP (Post Code) at checkouts.
2- Selling your address to spam companies when you have bought a car/ appliances/ sofa- big ticket items.
3- Even to a point when we bought a new car (didnt want to, but was forced into it). It was harder to get anything out of the dealership- even a tank of gas. The followup phone call reminds up of anything that they can help us with- due to it being a new car they are fairly safe nothing can go wrong. No holiday gift or New Years gift (wouldn’t you remember that from a sales person?). One salesperson we went to discussed their 5 iPads that they bought for their kids- other designer goods and a ton of other items- whilst we were discussing pricing of the car.
Out of all the email sign-ups that I have done- which is many, very few offer me anything that isn’t for sale.
Even the information provided is either a link to another site selling something, basic information or actually I can find on their website.
That really annoys me
I gave my email address to have updates, yes, but I also want information that no other Internet freeuser can find. I dont want my email address to be a pin-up to how many email addresses that you have got. When you have something for me I have to buy that service or get a really crappy service for free then pay to get the awesome edition.
Go to many of the marketers for email/ social media and they actively promote a “hook” to get someone to download their ebook/ free software- which then links to SalesForce and I get bombarded with sales messages.
I asked one simple question to a well known marketer and they couldn’t answer.
“How can I provide different content to all the channels that I offer for people to sign up with?”
The people who sign up with email roughly get the same information who sign up for Facebook who get the same information who sign up with Twitter.
We all get the same information, there is no difference.
Therefore there is no specific difference if I sign up with any, right?
But we all say “segmentation”. We all say “we need our Facebook Likes”- any everything else that has been talked about for years and years yet we still do the same stuff when a new bit of technology kicks in.
The only difference is that, for me, I use all the media in the same way. WordPress is linked up to blast the same link to them all. So it is up to the visitor to chose how they want to hear from me.
So you will notice no email sign-up. It wouldn’t be right at this point.
For me email is a bit more personal, a bit more welcoming into the inner sanctuary of my visitor.
Email should be.
Thank you mail.
We should be thankful that someone has given us their email.
On my other sites, that is exactly what I have done.
On one site nothing else is found to sign up to find out more information. No Facebook page, no Twitter link to follow (apart from the social icons to share). Just email. If they want to share that- then they get rewarded- each and every time.
The sign-up page is embedded into each email if they want to share that to their friends to sign up for additional information.
So far there are no “selling links”. The links send the visitors to content…nothing else. Each email has content.
I will tell you how it gets on. But I feel better about it, I dont feel overwhelmed. I can concentrate on the different social companies that I have focused in on. Making each and every business eco-system different.