If you are like me, and have been in business for any length of time, you build up a pretty impressive database of contacts. In my industry, it is standard practice to casually drop your list figures into conversation with peers over coffee – and list envy is heading the charge to be named on the revised list of modern deadly sins.
But lately I have been uncomfortable with my large list.
It all started when I was looking through my business card file, and realised that I no longer did business with some of the people on the cards; that some people had changed jobs; and to be honest I couldn't remember the people behind some of the cards. I did a sort and throw – and my card index was much thinner as a result.
Then I looked at my email list (I was on a clutter-clearing jag by then, and the kitchen cupboards had already been done). And I realised that my ezine was probably like a business card in someone else's file. People's needs change. Things that were once important are no longer needed. Interests change. The depth of information required changes as skills levels change.
Looking at my list, I figured I was possibly cluttering up some people's in-boxes: people who had been too polite, or never got around, to unsubscribe. Yes, my email system cleaned out the bounced emails each week, but I needed a deeper clean for my list.
Step 1- Gather Your Data
So, I ran some reports. The first report was for people for whom the system says had not opened one of my ezines since before April . (I understand this is an inexact science given the myriad of email programs out there - it is quite likely that people have hit the wrong report by mistake.)
I then ran a report for people who had read an ezine since April and then a final report on people who received a plain text version of the ezine, which means I had no idea if they read them or not. And these added up to my total list.
Step 2 - Take Action
And last week, with pounding heart, I sent emails to the plain text names and to the people who hadn't read this ezine for a while, asking them if they would like to stay on the mailing list or unsubscribe.
I kept the email deliberately clean, simple and with a Yes/No option to click on (seeing both options increases response rates). The "no" link automatically unsubscribed the person and took them to a feedback form.
Step 3 - Manage your "stuff"
Why the pounding heart? The reports showed 50% of my list was on the line. My ego for big numbers fought hard against my personal values, that I don't push myself on people who are not interested. I believe in finding a need and offering to fill it. If I can't help or I am not a match for the person, then I step back and wish the person well on their journey. This was the first time I had done this with my email list.
And what happened? Well ... there were a lot of unsubscribes and an equal amount of "please keep me on your list". There was also a humungous deafening silence. The silent ones will get a follow up email today ... and then will be unsubscribed if they don't consciously choose to stay on the list. I am assuming apathy or my emails are automatically being deleted without being read.
And the feedback from the feedback form? Very enlightening. I am still processing the results both emotionally and physically. Some people felt overwhelmed with the weekly emails; some found the content no longer matched their needs; and some loved the emails but their work email policy had changed, so they were now restricted on what they could receive at work. Many people had lovely things to say (as well as the odd not so nice thing).
Why am I telling you all this? Pretty much every business will have a contact list somewhere that also needs a clean. To be blunt, you can hire someone else to clean it for you – via ringing everyone to check their details, or run the email clean on your behalf, so you don't trigger spam flags with your email company due to all the unsubscribes.
I chose to do this process personally. After all, these people all had contact with me over the years. I didn't want to hide behind a faceless other person.
So yes, my email list is a lot smaller and will no longer get gasps of amazement from my peers. And yes, my ego still fights the process, mourning the loss of my numbers. But, my heart feels more comfortable that I am honouring my values in my business.
And to you – thank you for journeying with me. Please drop me an email if you would like a topic covered in future ezines. I would love to hear from you.
HR Tip of the Week: You know that pile of unsolicited resumes in the corner?
Do you have resumes on file? How current are they? Are you ever going to use them?
Have you considered sending a quick: "Just touching base to say that while we still don't have any vacancies at the moment, we want to keep your resume on our file for the future. Do we have your consent to retain your resume?" email or letter to the candidate.
Periodically sift through all unsolicited resumes to action or permanently archive them. Keeping in touch with the best candidates is good business practice and reminds them of your business.
Legal stuff: This newsletter is intended as only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
Great article about your list. You are right to clean out & your ego will survive :-)
I have learned that it's the quality & integrity of those contacts, not the quantity.
This goes for Facebook too I think. Thanks for sharing the steps you took to clean your list. They are really useful.
Hi Ingrid, I applaud you for checking on your Lists. For an on-line service it's all about 1. The List 2. The Relationship With Your List and 3. The Offer being given. If your list is not 'clean' and 'active' then there is no point in having those people receive your email. It's a tough world but Pareto's Principle of 80/20 does come into play. That is 20% of your list will love you and be honored to receive your email whilst the 80% will be ambivalent. Better of working out who your 20% is. Regards Kurt
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