4 Reasons Why Traditional List Building is Dead.
Marketers, whether online or off, will tell you that you that “the money is in the list”, and with out a doubt it’s true. Internet marketers have coveted and vigorously guarded the sanctum of your inbox, since the dawn of email. Why then are list building e-products dropping in value and potency each day? You can now find systems and products that were selling for hundreds of dollars only a year ago marked down to $19.97 or lower.
There are four main reasons for this;
1. E-mail is becoming passé. Most people are daunted by the prospect of opening their inbox, because of the avalanche of SPAM they know they are going to be confronted with. Increasingly we are creating email addresses, just so as to sign-up to a social media network, after which it’s hardly used again.
2. Privacy, there’s been a lot of talk about privacy, yet privacy concerns aren’t driving people away from social media, we are adapting to the new paradigm, we tends to use social media to talk about things that are not so private, things we don’t mind strangers knowing about. E-mail is being used for completely private conversations and the exchange of large chunks of data. For short interaction we are using social media.
3. The “open source” list. As soon as you become a friend of follower on a social media network you have access to their list of friends or followers. If you have a social media account, with more than fifty friends, followers or connections, you already have a list, a big list, indirectly you probably have access to over 10000 people. Free Web 2.0 tools give users the ability to create massive lists automatically, e.g Yahoo7 can now import your Facebook friend list straight into your contacts.
Marketers are being confronted with the spectre of having to introduce themselves and ask permission to send you something, build trust and maintain a personal relationship. They can’t set the auto-responders to spam the whole list, hoping that the scattergun effect will net a signup, conversion and sale. Chances are they will lose access to those people in a very short time, because there is failsafe. In the past to get off a list, first you had to locate an unsubscribe button, then go through a process to get off the list, and quite often it didn’t work.
4. The “unlike” button. Just as the social media networks have given users the ability to create and accept connections with just one click, by the same token, users have the ability to delete them just as easily.
Do you have any thoughts on this topic,please let us all know and leave a comment.