A huge mistake in building an email marketing list is having an “untargeted” one, meaning gathering a list of subscribers who do not necessarily have anything in common with each other or with your niche.
For example, let’s say you are doing business in the poodle niche. You might think that anyone interested in pets is a good prospect. Not so. By attracting pet owners, you will end up with anyone owning a cat, a dog, a ferret, bird, etc. You will most likely have a very small percentage who are actually poodle owners.
Let’s continue on with the above example. You will be offering information and recommending products for poodles, not other pets. So, the majority of your list will probably begin to ignore your emails, or even unsubscribe. Even if they open and read them, they won’t buy anything as it won’t be anything relevant to their type of pet.
Building an untargeted list will produce disinterested and unsatisfied subscribers. And that is not the goal. You want to build targeted email marketing lists, preferably highly targeted. That way, you will know exactly who you are writing and marketing to. And people tend to relate better when you talk directly to them.
You need to get to know your target market – their interests, needs, wants and challenges. It is much easier to do that for one specific group of people than it is for a large general audience. People will respond when you show them you know and understand the struggles they have, and offer them a solution. How could you possibly know the issues of all “pet owners?” But you can get to know what owners of poodles deal with on a regular basis. Then you can offer them a solution (your product or affiliate product.) They will listen to you because you have identified with them.
In some cases, if it is a bigger niche, you may want to build smaller segmented email lists. That way, you can really talk to your market and target what they need. For example, if your market is scrapbookers, you may have a separate list for those who scrapbook baby’s first year. Then you can have another list for those who do scrapbooking for retirement aged people. And another for wedding scrapbookers. Then you can provide information that is specifically for that group of people, and promote products that they would be needing. You will see, by building targeted email marketing lists, that your lists will be more responsive and your conversion rates will be higher.