When I speak with other email marketers like myself, a common goal I hear quite frequently relates to personalization of emails and reaching their subscribers on a 1 to 1 level. When your subscribers feel like they are being spoken to directly and are given pertinent, relevant content, they tend to stay subscribed to your list longer. So how do you accomplish this with lists that consist of thousands, even hundreds of thousands of subscribers? A nifty trick you can use is list duplication - a method that allows you to set up multiple lists composed of your same subscribers. Once these individual lists are set up, you can then focus each on a specific category, thus allowing the subscriber to choose which list is most relevant to them.
Let me share an example to clarify what I mean:
Let’s say you are in the health/wellness space. You have a master list of roughly 100k subscribers, all people that have either purchased a supplement of yours or signed up for your e-letter on your website. While all of these subscribers have an overarching common interest of staying healthy and improving their physical well being, we can get even MORE specific than that.
If I know that my subscribers are primarily interested in weight loss products and in beauty products, I can set up 2 lists to properly address these interests separately. I curate content that exclusively deals with workouts, dieting and weight loss supplements on 1 list while providing the other list with skincare routines, facial and body creams as well as exercises to tighten loose skin.
Now that my subscribers are receiving content from both of these lists, THEY can make the decision to follow along with what is most relevant to them. If they are someone ready to embark on a weight loss journey, they will most likely gravitate to the former list rather than the latter. This may mean they unsubscribe from the list focused on beauty products, but that isn’t such a bad thing when you remember that they are still receiving content from the weight loss list. You are fulfilling your obligation as a list manager by providing them with the most pertinent information, leading to much less unsubscribes, spam complaints and churn.
As ecommerce becomes a bigger and bigger giant in the online era, finding your niche (or niches) is more important than ever. You want to be super specific and connect with your followers on a personal level. By duplicating your email list, you can address multiple niches at once, increasing both your subscriber base and your reach!