Building an E-mail list is one of the most important aspects of your business. You may have a huge social media following but without their email address and/or name, it is a recipe for disaster. Ask yourself this: Not *if* but WHEN Facebook or another social media platform changes the rules, can you lose communication with your audience? Have you built an E-mail list to ensure you can always reach your audience?
Since you do not own these social media platforms, you do not control how things are run. You only have the ability to use them within the ever-changing rules. Now, that does not mean they are bad and not worth using but it does mean that you need to use them wisely. This is where building your e-mail list in your E-mail Automation tool comes into play.
Traditional E-mail marketing or what I term “old school” marketing focuses on “lists”. You may have a list for customers, a list for a webinar and yet another list for free PDF downloads. These old-school systems may add a single e-mail address (or subscriber) to multiple lists. Many of them have that single e-mail list count as multiple subscribers in your account because they exist on multiple lists!!
Managing these lists can become a nightmare. Have you ever received a duplicate email from someone or an email asking you to purchase a product that you have previously purchased? That sucks. You lose a little confidence in the person sending you those emails even if the product is fantastic. Does that mean that “new school” systems do not have this problem? The answer is No, of course, they can but these systems make it easier to manage your workflows to prevent duplication.
As much as I enjoyed using MailChimp, Constant Contact, GetResponse, Aweber and more, these systems are “old school”. They contain some automation and tagging functionality but at their core, they are list-based systems as displayed in the image below. Remember the saying, “Don't throw out the baby with the bathwater?” If you have one of these systems and they are working for you, don't throw it out. I used all of these systems previously before I stumbled into the “new school” methodology. I used them until I outgrew them or they did not meet my needs.
So what exactly is “new school”? New school E-mail marketing solutions focus on the contact or subscriber. They still have lists but typically, about the type of subscriber vs the action of the subscriber. For example, you may have a prospects list, a customer and master e-mail list. In my InfusionSoft and Drip accounts, I do not have a list at all, only subscribers.
An e-mail address or subscriber is only in your account a single time even if they are on multiple lists as with ActiveCampaign. When a subscriber attends a webinar or downloads your free PDF offer (aka a lead magnet), you add a tag (or label) to their account. If you download The Technology Roadmap from my site, I will add a tag “Freebie -> Technology Roadmap” to your account as outlined in the image below.
Management becomes easy because you design a workflow that triggers (or automatically executes) because a tag was added or removed from a subscriber. Sometimes these automations are called Pipelines in Kajabi or Automations in Drip, etc. They all function the same.
As anyone will tell you, it depends!! I know, I hate that answer first and foremost, if your current solution is working, then keep it. However, if you do not have a solution or you are looking to change, here are a few factors about each of the products to consider:
Now, if you are still unsure, here are my additional tips that factor in money and list size:
Here are a few of my special links for sign up. Some are affiliate links which means the manufacturer, not you, pays me a commission for recommending their product. It does not affect your pricing. You can try options 1-3 and choose the one that works best for you.