List Building Demographics – Choosing the Demographics of Your List
What do you want the demographics of your list to be? Do you want a huge list of readers or do you want a more tightly themed list of buyers? You have the ability and the power to choose who opts in to your list and what their responsiveness will be.
One example that I have used before, and that I think is highly expressive of the idea here, is this: Imagine that you are selling deep sea diving equipment. You want to expand your online market, so you create some free online brochures about the fun aspects of deep sea diving. Now, if this is colorful and well put together, you can build a huge list very quickly. However, you might find that the bulk of the people downloading your free gift are people who are land-locked, do not have the money to take deep sea diving trips, and are unlikely to purchase deep sea diving equipment.
However, if you were instead to create a free online brochure about tips to keeping deep sea diving equipment working longer, who would become members of your list?
Generally, only people who already owned deep sea diving equipment would be likely to download your free brochure and subscribe to your list. Now, your list would be much smaller, but it would consist of highly targeted deep sea diving equipment owners who are much more likely to purchase additional deep sea diving equipment from you.
So you can see by this example, that the initial incentive to join your list can be used to drive the demographics and the propensity to spend, of your list.