Tasting Table (www.tastingtable.com) grew its contact list to 1,000,000 subscribers in just 3 years. That’s pretty amazing on its own but here’s the kicker – it’s a daily newsletter. (I only have to get 998,000 more subscribers to catch up.)
Would I want a mailing list of 1,000,000 subscribers? Most definitely … if I owned a marketing company that sells advertising. I don’t, and most of you don’t either. (If you do, you know this stuff better than I do.)
If Daley Progress had 1,000,000 subscribers, we’d never keep up with all the work generated. Because our capacity is limited, the time and effort spent to get that many subscribers would be wasted. We try to match our efforts to our desired results.
As small business owners, our email marketing goals can be quite different and distinct. Not all of us want 1,000,000 subscribers. But we do need to continually get new subscribers because, over time, our lists can drop by as much as 30% over a year through attrition (called ‘churn’). We need to work simply to maintain our list – and work even harder to grow it.
If your newsletter is bringing you positive results, it’s worth the effort to continue to promote it – so you can multiply those results. ‘Selling’ your newsletter should be part of your ongoing marketing strategy. It has to continue way beyond implementation.