Before you build a mailing list, it is highly recommended that you read the Clue Train manifesto.
out ClueTrain.com.) If you have already read it, then this is just a
reminder on how important it is to build relationships, because
marketing today is all about having meaningful conversations.
marketing tells us that marketers must first build strong relationships
with customers instead of just focusing on one time transactions, and a
huge part of building relationships is having meaningful conversations.
Before the email list building process, a marketer or business owner
should have meaningful conversations with prospects.
focus is just on acquiring a prospect's contact information for email
marketing list building, and the mistake with that is this: bombarding
people with cold, meaningless marketing messages just to get them to
sign up for newsletters or buy a product does not work!
to, preached at, or lectured to by those trying to win a business is
generally perceived as annoying, not persuasive.
If you want to win
business and eventually get the person to become a part of your business
email list, take the time to talk to them, ask about their needs,
wishes, and wants. Make it easy and comfortable for you to share in what
they think. In short, if you really want new business (and a bigger
email contact list, have a conversation.
is all about participating in conversations about your products in
blogs, forums, review sites and wikis. It can also sometimes be about
taking the conversations offline, where you invite a group of prospects to a location and have real-life, authentic conversations with them.
you focus on conversations and relationship building before and during
the time you are creating email lists, several things happen:
1. your product or service will become personal and have an authentic voice
2. you will enjoy increased retention and repeat sales
3. you will create loyal customers and brand ambassadors
4. you will have improved credibility
5. you will have access to feedback about your product/service
6. your company will not be perceived as a company that only cares about profit
you do this, you can then build the chemistry, confidence, and
commitment that lead to new revenues - and eventually, make it easier
for them to want to become a part of your customer email list. In
stressing the need to create conversations to improve your marketing
effectiveness, I am not saying that traditional marketing approaches
should be discarded, rather, they need to be turned into conversational
Nothing builds relationships better than regular, meaningful conversations.
To quote the Clue Train Manifesto:
markets are beginning to self-organize faster than the companies that
have traditionally served them. Thanks to the web, markets are becoming
better informed, smarter, and more demanding of qualities missing from
most business organizations."
"Markets are conversations."
"Markets consist of human beings, not demographic sectors."
before you squeeze their contact information for your email contact
list using traditional Internet Squeeze or Capture Page techniques,
understand that your prospects have evolved with the Internet and
require relationship building before they give up that valuable
information to you.
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