Pitfall 1
Building a list before building a worthwhile program
An email program demonstrates its value starting at the time of registration. Once you get someone to register, you cannot afford to fall short of the expectations they had when they registered, either by delivering something executed poorly or, worse, by not delivering anything at all.
The first step to developing a good list growth strategy is developing a program worth registering for. The first question new email marketers typically ask is, "How do we get people to register?" It's the wrong question. A better question is, "How do we create something people will want to register for?"
Developing a strong and well-defined program creates two advantages. First, it puts you in a position to make a good first impression. Executed well, your initial message can even become one of your most productive communications. The customer has already indicated interest in what your company has to offer -- why not try to capitalize on it with an offer for new subscribers? Second, it gives you something to sell. "Sign up for our newsletter" is no longer an appetizing call to action. You need more in order to sell your program.
If you are just starting, spend some time with people in two groups. First, your sales people can teach you what selling points resonate with your target audience and where their efforts could use additional support through a continuity program. Second, your customer service staff can teach you about the questions your customers have. Together, these things can form the foundation for a strong email program.
If you already have a program and are looking to make it stronger, consider a survey asking your subscribers what they like about the current program and what they would like to see going forward. You can guide them with questions about ideas you already have, but make sure to include an open-ended question; they are likely to have great ideas you have not considered.
