A Twist On List Building
I will preface this post by saying I DO NOT consider myself a list building or email marketing expert. It’s actually one of my weakest skillsets (but i’m working on it).
One thing I find about going into campaigns where my goal is to build a list, is that my lists end up costing too much per email address to be profitable. I have a concept that i’ve been working on that I figured i’d share with you guys. Most affiliates have the mindset of “I want to build a {Dating|Fitness|Education|etc} email list.” The mindset makes sense because they want to push those type of offers to the list. What i’ve been testing lately is finding a traffic source that i KNOW has really cheap traffic and then building an email list/landing page laser-targeted to that traffic source.
For instance: Let’s say you had access to some really cheap traffic revolving around the niche of fishing. There obviously aren’t a ton of fishing offers in the CPA world. However if the traffic is heavily fishing related and your email list collection landing page/list is targeted right to that demographic then chances are you are going to get some ridiculously cheap email addresses. The next goal would be to make some money off of them. Using this same niche of fishing, you may have to think outside the box on monetization. Although CPA networks aren’t going to have many offers to cater to this niche, the sales based networks like CJ, Linkshare & Shareasale will. You can even twist CPA offers using targeted call to actions like “Stop fishing alone – find a girl who loves to fish.”
The point here is to think outside the box. Rather then always building a list based around a niche you want to promote to, try finding a cheap traffic source and build a list laser targeted around that traffic source.
Have you tried this? How were the results?
Good idea. I haven’t tried anything other than the standard build a list then mail them relevant offers method, but your idea is definitely worth a shot.
Good idea. I have just that source now. I’ve been toying around with just capturing emails from this source because of a similar issue you had. I’m going to do it now for sure.
Agreed! Creativity is the commodity here. That was an excellent example using a “dating offer twist” and relating it the fishing niche. It really is all about connecting the dots.
Every marketer has their own style and sense of “what works”. The fundamentals still apply, but having fun and being creative is what keeps me going. : )
Check out an example below of my top two converting ads in a security camera campaign:
http://www.nickypapers.com/images/nursing-home.jpg
http://www.nickypapers.com/images/protect-your-loved-ones.jpg
While exploring the security niche I found that playing on people’s emotions yielded the best conversions. The nursing home image was targeted to both male and female demographics over 45 years old. They would feel the need to “protect” their parents of loved ones who are elderly. Data proved my theory to be true.
The second ad (hot chick) converted well as men (35 and above) may want to “protect” or keep an eye on their wives, girlfriends, or daughters via am IP based security camera system.
Understanding how people think and why they become distracted is important. This was a profitable campaign as it was geo-targeted and there was healthy margin attached to both the hardware and pricing of the installation.
I think Ian F dropped the fishing keyword on dating already but valid point.
Nicky Papers: excited to chat with you soon.
Great post, never looked at twisting an email list like that. People build email lists built around a specific niche and then assume that in order to be successful, you need to push offers specific to fishing or whatever niche they are targeting.
Maybe this might not sound too relevant, but in conjunction with the fishing niche, you could using the “insurance lead” niche. “Start paying less for boat insurance and more for bait!”
Corny CTA (could be better) but you get the idea. Great post again Brandon.
@Dustin – Yea, at least with email marketing you get more then one shot if you screw up.
@Brian – The Fishing reference is actually an old Zac Johnson joke. See Oct 8, 2008: http://www.adhustler.com/affiliate-summit-nyc-social-media-random-notes/
Ad Hustler,
Coming directly from the B2B world, I’ve built various email lists in a variety of industries and niches over the years using old school prospecting. While that method doesn’t apply here, the end results are the same and what does apply is the value of the communication between you and the other person. This is your leverage. That channel you’ve opened is more of a long pull than a quick pump because you’ve gained their trust and now must come back with something valuable for them. This isn’t always a product or service right from the get go, in my experience it can be information that would be useful to them first. Feed them relevant or novel info and they will become converts and, more importantly, that initial trust will develop more fully and they will become REPEAT visitors/customers. Combine “reach” and “repeat” and your revenue will be unstoppable. Why do you think religion does so well?
I like this idea a lot – really thinking outside the box. I have to admit, it’s easy to get really lazy and just go for the obvious traffic (that’s targeted, but probably too expensive). Nice post, thanks for sharing.
Good tip man!
A lot of people try the opposite with little success.