Let’s Talk Customer Lists vs. Free Lists
Today we’ll talk about free lists and customer lists and why it’s important to distinguish between the two. Let’s start with a simple definition. Free lists are the typical lists you start out with when you first get started with list building and marketing. You set up a list and invite people to sign up for free. Sometimes all you do is offer to share great content with them, but more often than not, you throw in an extra bonus to entice them to sign up. That’s your lead magnet. For the purpose of today’s post, the key element here is that your subscribers don’t have to pay anything to get on your list.
A paid, or customer list on the other hand is comprised of people who have spent money with you. They typically have brought some sort of product or service with you, or maybe signed up for a paid membership site. The key here is that they have spent money with you and that takes them from being “just” subscribers to being customers or clients.
Each type of list has a place in your overall list building and marketing strategy, but there are some crucial differences between these two basic types of list. Your free list is your big net that you cast out to get hold of a large chunk of your target audience. Your customer list on the other hand is a more targeted segment of your overall list. These are the people that trust you enough to spend money with you. They are also the ones that are likely most interested in what you have to offer.
Why does this make a difference? Your customers have some skin in the game. They are ready to take action and are opening their wallets to prove it. In terms of conversion, they are a LOT more likely to buy future products from you. In other words, your customer list is a lot more valuable per person than your subscribers on your free list.
Does that mean you ignore your free list? Of course not, because the majority of your customers originally came from your free list. It simply means that you are aware that you have two sets of lists and you treat them slightly differently.
You won’t have to push as hard to gain the trust and make the sale with your customer list. You also shouldn’t worry if your customer list is a good bit smaller than your free subscriber list. What it lacks in size it more than makes up for in conversion. With your customer list it’s all about maintaining a good relationship, helping them implement, and offering them more products and services they need and can use down the road.
With your freebie list, your goal is to build the relationship to the point where they trust you enough to become a customer. Your emails to your free list will be different from those you sent to your customer list. Be aware of the difference and you’ll be able to serve both groups in the best way possible.
To Your Success!
Coach Cheryl
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