Clicks 'n Conversions Blog

I was reminded again yesterday how quickly a neutral opinion about a company can turn sour when marketers choose to focus on list size.

For whatever reason, my name was added to a non-profit’s prospect database after a prior working relationship I had with them. Since that time, I’ve received e-newsletters (which I unsubscribed to), e-mail solicitations regarding their annual, “premier” event, postcards asking me to donate to their charity, and finally (what was to become the last straw yesterday) a phone call from their membership services team.

It was clear that the person on the other end of the phone wasn’t interested in listening to what I had to say. She had a job to do, and that job entailed updating my contact information and converting me to paid membership.

The first question out of her mouth (after she identified herself and the company she represented) was whether I had heard of them. She seemed to ignore me when I explained our working relationship, because she proceeded to say she noticed that my membership had lapsed. At this point I became mildly irritated. Again, I told her I had done work for them, and was not a member.

Relentless in her pursuit for information, she then wanted to know if I was still working for XYZ firm and what role I was playing. At that point I had had enough. I asked her why she was calling me, and her response was that she was “reaching out to members.” Now totally irritated, I curtly said I was never a member, wasn’t interested in becoming a member, and therefore would like to be completely removed from their database. Finally, she got the hint and ended the call.

Why am I telling you this story?

Because here’s a prime example of a marketing effort that can dramatically change how people view your company.

The sad part is, this company is not alone in how they conduct business. Maybe it’s the fear of a declining list size, eternal optimism, or sheer lack of time that stops marketers from cleaning out their lists, but the consequences are many when we don’t purge. We waste:

Cold hard cash — In terms of direct mail costs, e-mail costs, and more.

Time — On both sides of the house, marketing and sales, when our people chase after the truly disinterested.

Our reputation — When we irritate contacts to the point that they vent verbally to friends, flame you in forums, blogs, and on social networking sites, or report you as a spammer.

Moreover, we lose the ability to accurately measure how well our marketing messages are working, because the stats get watered down by folks that will never be customers.

As 2010 approaches, I’d like to propose that we vow next year to have better, not bigger lists, and here are 3 ways to stay true to that resolution.

List-Cleansing Tip #1: Remove folks that repeatedly don’t open your e-mails.

If an e-mail recipient has never opened an e-mail from you, they’re sending you a strong message that they’re not interested. Likewise, people that rarely open or no longer open your newsletters are also talking to you via their actions.

Every company is different, so it’s up to you to decide what level of inactivity merits disinterest, but I beg of you, please act on this information.

Create a policy to purge the disinterested, and if you’re still nervous about removing a possible prospect, include in your policy the action to send a final e-mail giving your recipient one last opportunity to stay connected, lest they be dropped from all future mailings.

List-Cleansing Tip #2: Give folks the ability to opt out of absolutely everything.

CAN-SPAM dictates that we must give people a way to opt out of our e-mails, but I haven’t seen many companies give people the opportunity to opt out of other forms of communication.

I know this may sound absurd, but given that direct mail and personnel time is more costly than e-mail, I think it makes good business sense to give contacts in your list the ability to opt out of all communication forms. You’ll save money, and you might even grow revenue as reps “save themselves” for your best prospects.

List-Cleansing Tip #3: Listen and learn.

To get people to raise their hand and say “I’m interested,” present them with a variety of opportunities to engage. Free, educational webinars (and I don’t mean sales pitches or product demos), and interactive opinion polls are two ways to get people involved, and it gives you insight into what’s going on in their minds.

Then respond inkind to their behavior, by separating out and tailoring subsequent messages, treating them to special perks, content, etc. not available to the general public.

Finally, watch, but don’t fear, the unsubscribes. Instead of considering it a slight, I challenge you to view the unsubscribes as helpful information that enables you to more fully concentrate on your best prospects and customers.

And with that, I’d like to wish everyone a safe and happy holiday season, and prosperous 2010!

– Sue Anderson-Lenz

Marketing Lure, Inc.