This contributor post was written by Tiffany Moore.
There are a million resources out there written about how to grow your mailing list — contests, giveaways, promotions. All of these are great, and having an effective newsletter campaign can do wonders for your business.
The flip side that you don’t often hear about is how NOT to grow your newsletter list, but this is just as important in terms of fostering good relationships as what you do to grow it.
The #1 rule of how NOT to grow your list:
adding people who haven’t expressed direct interest in being added.
Meeting someone at a conference who says they like your jewelry or are curious about what you’re working on is not reason to take the liberty of adding them to your list. Neither is sitting next to someone at a dinner party or wanting to get the attention of an influential blogger.
In fact, there is no quicker way to sour a relationship than to effectively spam someone who already has more than enough email to handle.
It is bad form, it is rude, and it’s likely illegal. Don’t be that person. Your efforts are better spent reaching out to the people who actively want to hear from you, who have already given you money, and who have expressed major interest in the work you do.
Subscriber numbers are meaningless without the engagement of your audience.
An alternative is to send an email to the people you would normally add, saying something along the lines of:
Dear (lovely person I met/blogger/friend of a friend),
It was great meeting you recently at (conference/friend’s home/grocery store) and I wanted to follow up with you since you had expressed interest in my (shop/art/product).
I have a newsletter that I send out on a (weekly/monthly/regular) basis to announce new products and keep folks updated on what’s going on. You can sign up here if you’re interested: provide link.
Again, it was great meeting you!
Your Name Here
(link to shop)
A succinct, lovely email always goes farther. Always.