If there’s a single stumbling block preventing business owners from doing more e-mail marketing, it’s the size of their lists.
Either they don’t have one or there’s concern because the number of e-mail addresses on their lists are too few to make the effort worthwhile.
So does the size of your list really matter?
The simple answer is no.
Before I explain why, I’ll let you in on a little secret. My list isn’t large compared to most e-mail marketers. You’ll notice, however, this doesn’t prevent me from communicating with you on a regular basis.
That’s because, when doing e-mail marketing, your list is a small piece of the promotional puzzle. In fact, you ignore major opportunities for expanding your marketing reach when you spend time writing an e-mail and then only send it to your list(s).
Your list size isn’t nearly as important as the way you communicate with the people on it. When you focus on delivering value and building relationships, any e-mail you write can be used in several other ways to reach new customers.
Fortunately, these other distribution options take minimal time, money and effort.
- Post your e-mail to your website. E-mails are a great way to keep content fresh on your website. In addition, if you’re addressing prospect problems, you’ll likely attract traffic to your website from people using search engines to find solutions.
- Post your e-mail to your blog. Just like your website, you must keep content fresh on your blog. A properly formatted blog will also attract search engine traffic. If you don’t have a blog yet, I promise you it’s one of the easiest ways to position yourself as an industry expert.
- Post your e-mail as an article on article directories. You’ll almost always get the most traffic using EzineArticles.com, although there are thousands of other article directories online. EzineArticles.com, Articlesbase.com, GoArticles.com and iSnare.com are some of my favorites.
- Use your e-mail as a script for a video. Simply present your e-mail as if you’re standing in front of an audience. Then, post your video on YouTube.com (be sure you use keywords in your file name, title, description and tags). You can expand your video distribution using a free service such as TubeMogul.com.
- Link to your e-mail using social media. Once your e-mail is available online, link to it from Facebook, Twitter, LinkedIn and other social media sites (the Groups section on LinkedIn is a great place for finding and communicating with prospects). Do a little searching online and you’ll find several tools that automate this task and post to all your social media accounts at the same time.
- Reformat your e-mail and send it to the media as a press release. Writers, editors and producers are always looking for qualified sources to interview for story topics. An informative press release that addresses your prospects’ problems positions you as an industry expert who is eager to share knowledge.
- Combine several e-mails to create a special report. This is one of the most effective ways to repurpose your e-mails. Your special report will add more prospects to your list when you use it as an incentive on lead-capture pages, advertisements, forum messages, guest blog posts, etc.
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