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Getting Email Marketing Results: Developing Email List On a Permission Basis
June 30, 2011
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 rather more aggressive approach to expand the list and to get more important investment returns.
Taking permission is the basic key to maintaining an about consistent email list, along with other steps. Permission is undeniably not the optional thing. If permission isn’t taken it implies direct landing up as a spam complaint or maybe bigger, 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 customer. Subscription value can be reinforced by adding sample mails, screen capture of an e-mail, 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 tiny as white papers and as sizeable as special discounts . Inducements increase the conversion rates to great extent.
Today everything is becoming search engine optimised. Thus it’s the need of the hour to optimize the website for the website to land in first hundred search result and the search engines. The present and archived webpages and newsletters must be optimised for increasing the traffic rate of the website and subscription rate. Search services like 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 50 percent.
Very simple technique to extend new subscription is by including the ‘Send-to-a-friend ‘ option. If the existing subscribers find an email engaging, there are bigger possibilities that the email be liked by their friends too. And if they like the emails, there is an even larger possibility that they will subscribe to receive future emails. E-mail subscription may also be inspired by print advertisements, catalogs, direct mails, radio and television. Workers can be directed to incorporate the ‘Subscribe to the company’s newsletter ‘ link in their signature lines. The sales employees and buyer support can ask patrons whether they would like to receive promotional email, in appropriate scenarios. Sign up forms can be distributed at seminars and public talking engagements and display on newsletters can be given at such locations. Permission can be brought to include opt-in forms in trade show lead generation forms so that booth visitors can subscribe.
If the postal info of the consumers is in the database, post cards can be despatched to them which ask them to sign up to newsletters. Sign-ups can be promoted in transactional and confirmation e-mails. It is optional to incorporate opt in link on receipts of Visa card, product registration cards, invoices and warranty. The organization’s e-mail 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.
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