And now for something completely different. As marketers keep trying to get more relevant content into people’s email inboxes, I find the approach of The Listserve to be quite refreshing.
Basically it’s an email lottery, which means that everyone who signs up is entered for a chance to send an email to everyone on the list. Subscribers get one email a day from the winners.
From a marketing standpoint, there isn’t a lot of segmentation data or anything like that to target the emails. The only thing that brings this group of people together is their mutual desire to reach out to the other people on the list.
This is probably the closest I’ve ever seen email get to social media, albeit in a highly moderated format. Although at 21,429 subscribers, they still have a ways to go to get a million people.
So go ahead, sign up for The Listserve yourself and see what happens.