One of the frustrations you are going to have when embarking on an email list building excercise is actually building the list. Today is the one year birthday of the Tactics Time chess tactics email newsletter! See founder Tim Brennan’s tale of how his email list grew from three subscribers to 700.
I loved this article on the aWeber site so i have curated it for your use here. It makes for a good read. I use aWeber for most of my autoresponders and can highly recommend it.
But this is what Tim Brennan had to say about building a list.
Lesson 1: If You Build It, They Will Come.
I sent out my first newsletter on May 22, 2011. At the time I only had 3 subscribers.
During that time my main goal was to try and add at least one new subscriber per day. Sometimes I did, and sometimes I didn’t.
But I think the main thing is to get started, even if you don’t have a lot of subscribers. The early feedback that you get can be very helpful. Don’t wait until you have a bunch of subscribers to start writing a newsletter. Once you start writing it, people can forward it to other people, and then “word of mouth” can spread.
Since that time I have grown my list to nearly 700 people.
2. Progress, Not Perfection
“Ordinary things consistently done produce extraordinary results.” – Keith Cunningham
I didn’t worry about my newsletter being perfect when I first started writing it. My most recent newsletters are much better than the first ones, but I had to learn how to do it, and the best way to do this is by actually doing it.
Later I went back and made improvements based on reader feedback, which gave me a lot of good ideas.
3. Run A Survey
I surveyed my readers and got a lot of good feedback and ideas from them. I used Survey Monkey, which is free and easy to use.
Ask readers what they like and don’t like. You will get ideas that you never thought of. After you get the survey results, make modifications based on the feedback that you get.
4. Get It Working
Lou D’Alo has a three step formula that I like. He says: “Get it working, get it working right, get it working fast.”
I was talking with another chess person, who told me that it takes him several hours to write a newsletter, because he has to fool with all of the HTML and writes each one from scratch.
I told him that this was way too complicated and shouldn’t be that hard. Find a good template, and then reuse this over and over again. This would be the “get it working” phase.
After you have the basics down, then you can add stuff to get it working “right” – adding followup sequences, personalization, graphics, social media links, etc.
5. Test Your Web Forms
I read a website where the author mentioned that only asking for the person’s e-mail address instead of name and e-mail address increased their conversions. So I tried this. And the results were the complete opposite!
The web form without the name only had a 1.2% conversion and the opt in form with the name was a staggering 37.5%!
My friend Paul Anderson has the theory that when you only ask for the e-mail it seems kind of shady, but if you ask for the name and e-mail, it seems more trustworthy.
I don’t know if this is true, but the point is to test things with your market.
6. Help Other People Promote Their Own Stuff
I like to help other chess players promote their stuff – I have helped promote chess tournaments, chess books, chess websites, chess tables, chess art exhibits and all sorts of things related to chess. In return, I get publicity as well. It’s a “win win” situation.
I also invite people to write guest newsletters for me, which has worked out really well.
7. Get Ideas From Outside Your Niche
I get most of my ideas about what to write about from outside the chess world. I’ll take ideas from business, self-help, spirituality, computer science, movies, biographies, psychology, marketing, folklore and many other areas and apply them to my niche.
If I hear an interesting idea, I write it down in my iPhone notepad. (If I try to remember it for later, I will likely forget.)
I write my newsletters in pieces. Sometimes I might have a good idea for the body, but not the headline. Or I have a good game, but nothing else. Everything doesn’t have to be done all in one sitting.
I’ve had a lot of fun doing my chess e-mail newsletters the past year and have learned a lot in the process.
If you have been thinking about starting your own e-mail newsletter, there’s no time like the present to start. Just get going, send some e-mails, get feedback and then make adjustments as needed!
Tim Brennan is the founder of Tactics Time, an online column where he strives to provide the most helpful chess tips and strategy on the web. You can sign up for his chess tips here