September 7, 2017

Why measuring list size is pointless

People in the internet marketing world seem to be obsessed by list size.

In my opinion, list size is an irrelevant metric. What matters is the size of your engaged list. It’s no use having 100K contacts in your database if 99,900 of them don’t remember who you are.

We talk a lot in the email marketing world about things like ‘broadcast emails’. But you have to remember that email as a medium isn’t really a broadcast medium. It has the appearance of a broadcast medium, but really email is a personal medium you can operate at scale.

You can’t force anyone to open and read your emails. It’s a constant carrot-dangling exercise, where you aim to show up regularly with valuable insights.

It might help to think of yourself as a farmer. When you add people to your list through an opt-in form, you’re planting seeds. With careful attention, some of those seeds will sprout into tiny saplings. Building an engaged email list is a constant watering process, where you attempt to deliver additional value.

Frankly, it’s a lot of work and it takes a lot of time. But it’s something none of your competitors can copy, unless they want to buy your business.

If you want to learn how to be a better farmer of leads, the price of Nurture Email Mastery doubles at 5PM tomorrow, UK-time.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.