In a recent post, we spoke about lists of fear and how the majority of the contacts are not monetized. We saw what wrong organization of lists could do and how they could be organized. I did write a little about building lists of hope but didn’t expand on what it meant, so here you go.

Any lists that a marketer maintains should be a list of potential customers (hope). But, the lists need to be more actionable, goal-oriented, and signal/data-driven than just campaign-focused. Organizing lists by marketing goals is the key step to getting this right.

It’s quite impractical to just give them names based on the list’s source, e.g. webinar attendees or conf-XYZ attendees. These names mean nothing. It would be beneficial to see where these prospects are headed. The important question is, are the prospects moving down the acquisition funnel? If the answer is yes, then it’s a list of hope.

Most lists are built with hope, but in time they get lost amid campaigns and daily chores. They then become lists of fear. As the lists age, the context of the audience in the list starts to dilute. What if you could change that with a smidge of intelligence? 

One way to keep the audience relevant is to understand their continued interest in your brand, product, or service. A smidge of intelligence here goes a long way into building a relevant audience. If you’re wondering where the intelligence will come from, look no further than your product. Being SaaS, you’re consistently getting signals from your users on their interest through product usage data. The patterns in product usage are huge tells of a customer’s interest and the possible road to upgrade. 

Additionally, there are other signals such as help desk tickets, website analytics data such as visits, case study downloads, and even chat conversations. All these are rich sources of information, thereby beacons of hope. Building, organizing, and segmenting lists based on these beacons of hope make this a list of hope. The chances or hope of success for email campaigns that are this contextual is very high.

We wish that the rest of the SaaS and product-led growth companies build such lists of hope, which are actionable, in the future. And we are very happy to say that we’re building these features right out of the box at Glance. If you’re a builder of “lists of hope”, you should try out Glance today.

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