You’re killing your list with volume!
If you own an email list of customers, leads or buyers that you have collected on your website, you have a valuable asset. And valuable assets must be well taken care of. If you take of your email list, that list will take care of you.
One of the biggest mistakes that list owners make is sending WAY too many emails to their list, in the hopes of volume driving revenues.
But the old adage that “less is more” is definitely true in email list monetization.
We have seen companies come to us saying “we have this incredibly valuable list, and we hear you can make more money than any other email monetization company on the planet.” Which is true! ;-)
They send us some “virgin” test data, and it performs amazingly well, getting $2+ EPC (earnings per click). We then let them know it well work incredibly well, and we should start monetizing the whole list, live and archive data. They start sending us the rest of the data, and the EPC rates drop well below $1 or even 50 cents EPC. When it falls below 50 cents, the monetization won’t even cover the overhead email costs.
Here’s a typical conversation we have when this happens:
Us: “Hey, um, the list was working well, but all of a sudden it is WAY down. Any ideas what’s going on?”
List Owner: “Uh, not really, maybe you guys screwed something up.”
Us: “Hmmm. OK. Well. Every other list we’re running is performing as usual. Your list is the only list that went down in performance.”
List Owner: “I dunno. If you can’t make it work let us know.”
Us: “OK. I had a question… How many other emailers are sending to this list?”
List Owner: “Just you… (long akward silence) and 3 other mailers.”
BUSTED ;-)
Us: “Well, that makes sense. We’ve been doing this for a very long time, and you’re going to kill your list with this type of spammy approach, and in the long term you will make LESS money, not more.”
Generally after a couple of weeks of conversation, we are able to convince the client to shut off all other campaigns, and focus on one email marketing strategy. And what the client will find is that with less headache to the list, the client will make MORE money. Really.
We have a simple approach to monetizing email lists: Show love, get love. Give value, get value. And it works every time.
Our simple strategy is to give email lists newsletters packed with information that is beneficial to the end user on the email list, and then send about just enough offers to those people to where it brings them VALUE, not spam.
If you are trying to send MORE emails to your list to make more money, your going to lose out. Your killing your valuable list. Pick one company to market to your list, and you well do better financially, and you’ll be provide a valuable service to your list, not SPAM.
