The biggest challenge for email marketers is to build a
cost effective list. This is because at least thirty
percent of the email addresses change on most lists.
Therefore, marketers have to go for a more aggressive
approach in order to expand the list and to get more
significant investment returns.
Taking permission is the basic key to maintaining a almost
constant email list, along with other steps. Permission is
certainly not the optional thing. If permission is not
taken it means it could end up as a spam complaint or even
greater, breaking the U.S Law for spamming. The sign up
form should be featured on every web page. No opportunity
should be missed for turning the visitor into a subscriber.
Subscription value can be enhanced by adding sample emails,
screenshot of an email, testimonials and good copy on the
sign up and registration page. To attract more number of
subscribers, incentives can be offered upon signing up. The
incentives can be as small as white papers and as big as
special discounts. Incentives increase the conversion rates
to great extent.
Today everything is becoming search engine optimized.
Therefore it is the need of the hour to optimize the
website in order for the website to land in first hundred
search result. The current and archived web pages and
newsletters must be optimized for increasing the traffic
rate of the website and subscription rate. Search services
such as Google AdWords can be made use of, for including
subscription link on the landing page and for promotion of
the website. Opt-in check boxes must be added on the demo
requests, registration forms and white papers. This
increases the conversion rates by at least fifty percent.
Very simple method to increase new subscription is by
including the 'Send-to-a-friend' option. If the current
subscribers find an email interesting, there are greater
chances that the email be liked by their friends too. And
if they like the emails, there is an even greater chance
that they will subscribe to receive future emails. Email
subscription can also be encouraged by print ads, catalogs,
direct mails, radio and television. Employees can be
directed to include the 'Subscribe to the company's
newsletter' link in their signature lines. The sales
employees and customer support can ask customers whether
they would like to receive promotional email, in
appropriate situations. Sign up forms can be distributed at
seminars and public speaking engagements and presentation
on newsletters can be given at such locations. Permission
can be taken to include opt-in forms in trade show lead
generation forms so that booth visitors can subscribe.
If the postal information of the customers is in the
database, post cards can be sent to them which ask them to
subscribe to newsletters. Sign-ups can be promoted in
transactional and confirmation emails. It is optional to
include opt in link on receipts of credit card, product
registration cards, invoices and warranty. The company's
email and newsletters can be promoted in other company's
publications. Sites and industry directories can also be
used for promotion. Product shipping boxes are the next
important place to include the opt-in form. Many catalogers
and retailers even include promotional offers of
non-competing companies. Newsletters which have topical
articles can be used for press release, along with
information such as how to subscribe and content being
offered. This option is useful to smaller companies.
John Platania
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John Platania is a internet marketer with over 20 years of
experiance running 4 different companies. You can visit
his website at:
http://www.ResortRescue.net
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