109 in 20 days
61 in 9 days
43 in 24 days
33 in 20 days

Anyone want to hazard a guess as to what the above numbers signify?

If you guessed mailings from any one source - bingo! You win!

When exactly is enough enough? When does something cross the fine line from useful to ridiculous?

The art of communication is just that - a fine art. To grab and hold anyone's attention online for longer than 2 minutes shows you've got something going for yourself - you understand how and why people do what they do and read what they read.

While advertisers and marketers look for outstanding and affordable resources - and 9 times out of 10 choose mailing lists to receive that information - the list itself must maintain a particular level of quality to ensure it is a mailing worth reading.

The last thing in the world anyone with a mailing list wants is an unresponsive list. So, how can we go about ensuring, to the best of our ability, that that doesn't happen?

Priority number 1 should be restraint. While having a list appears to put potential customers at one's fingertips, without restraint that list begins its slow (and sometimes not so slow) slide into degradation.

What can one do to avoid this erosion? Is it possible?

I believe it is...

While not everyone will read everything every time, by one's use of restraint the opt in reader will stick around because when they do read, they are receiving what they asked for - information, resources, tips, help, etc.

They'll even read the specials.

But how can you make sure your list retains its value?

Consider dividing your list into "demographics" or "subscriber interests."

Now stop groaning... it's really not that bad and can be a great boost to your potential sales and a real plus in the eyes of your readers.

Since I am a publisher, I'll use the ezine or newsletter as an example. Subscribers join to receive one's ezine daily, weekly, biweekly, monthly, etc. Right up front, by the very act of subscribing, that person knows what to expect. They receive it, hopefully read it, respond to it - a publisher's dream subscriber.

Then, the "special" mailings begin to arrive. With restraint this is typically a solo here, a special announcement there. This is still manageable in the eyes of your list. With luck your resource continues to maintain it's value.

However, push the envelope with more than the occasional extra weekly mailing or two, and the slow slide begins. No one has time to open that many mailings. Physically it is not possible, and it goes without saying that mentally no one is prepared to cope with them all... it's just common sense.

So, here's the "How-To" to help yourself and your readers.

Make GOOD use of your autoresponders!

Your first signup box or mailto link would sign the new subscriber up to ONLY your ezine or newsletter (or any customer mailing list). Then, because autoresponders are so good at this, on the Thank You page, you just add a SECOND signup box!

This second box, using a 2nd autoresponder, could say something like:

"In addition to our ezine, would you like to receive special standalone advertisements? These solos are purchased by readers just like you about new and existing programs. The solo is a great way to stay on top of what's new on the net. They do they work for you by delivering themselves right to your inbox!"

Or,

"By adding yourself using Box B below, you'll also be placed on our "Breaking News Only" mailing list. This is my personal way of contacting those subscribers interested in hearing about what I've personally located online! I work hard, and these occasional emails are well worth receiving!"

Of course use your own words :)

Consider, too, telling your new subscriber to use a DIFFERENT email address for EACH opt in!

This way they are sure to find your PRIMARY publication, and can peruse the rest at their leisure from different email accounts. [Be sure to tell them that as they enter your Thank You and see your next subscribe box.]

I know personally I would love this option!

So, you get the idea? You've just geometrically increased the value of every mailing you do, simply by making good use of your autoresponders. Your readers will thank you as you let them pick and choose what they agree to receive :)

For the ezine publisher in particular this can be a great boost to your own sales. Who wouldn't want to purchase from someone who's taken the time and effort to ensure the advertisement is going to someone who OPTED IN to receive it. (I'm not talking about the ads that appear inside a regular issue, but the special and solo type mailings.)

Think about it... a little extra work (and by setting up your autoresponders in this fashion VERY little work), on your part on behalf of your readers, and you've more than doubled the effectiveness of your own mailing list.

This same idea works for any website selling anything. For example, you have a gift shop that sells stained glass and crystal figurines. One person loves stained glass but could do without your mailings about the crystal. TARGET the list! Increase the potential sale by giving the person only what they asked to receive.

Too much of any one thing can, and does, turn people off. Ensure your online business success by paying attention to detail, and help those receive what THEY need and want.

It's all about good, responsive customer service :)