It’s been said before and it bears repeating; when it comes to those traditional three pillars of direct response marketing “the gold is in your list”. So, it pays to treat it like the treasure it is. In Part 1 of this series I explored ways to attract new prospects to your list. Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects. They are people with whom we have an existing (and hopefully, positive) business relationship. All the more reason to protect your treasure. Yet that Achilles heel of email customer lists remains: it seems impossible to get the email addresses for 100% of your customers. With few exceptions, (say, you sell only online and email address is required on every sale) some customers are just never going to hand over their closely guarded email address (or the specific address you want). Others now prefer to communicate with you on social media (largely Facebook and Twitter). Still more are happy to stay old school – they want phone and direct mail communication. Send ‘em their catalogs and coupons and they’re content.
Since the infancy of direct response marketing, a targeted, captive audience has been the key to success. It didn't take long for the "list" to become king. While your list may remain the most powerful pillar of your direct response effort, naturally you also need strong, motivating offers and spot-on creative to go with it. Still, without the ability to reach the right people, the most enticing offers and the most exceptional creative takes you nowhere. In online marketing, when it comes to lists the email marketing list reigns supreme . Still, for most email marketers, achieving continual email list growth is the Achilles heel of email marketing. This coin of a dilemma has two sides, neither of which is pretty: