SolveYourProblem
Article Series: Opt In Email
Build a Reliable List of Opt-In Email Prospects
Email advertising is one of the least expensive
ad forms around today. It has the potential to attract new
clients on a worldwide scale and to skyrocket your revenues
in a way unimaginable just a few short years ago. However,
as in any other form of advertising, careful planning in
the early stage will result in the best return for your efforts.
Your best source of revenue starts with a reliable
list of clients who have a need or desire for your product. How
successful you are at getting this list can make the difference
between the success and failure of your ad campaign and,
as a consequence, the success or failure of your business
as a whole.
A higher level of response can be achieved by successful
targeting of your market using proven sources. Since more
subscribers to your mailing list means the potential of higher
revenue for your business, you want to make sure that your
list contains as many names as possible.
Where do you get a reliable email list that targets your
specific market? Targeting the right market can be difficult
so here are some tips to help you zero in on your best prospects.
Established Clientele
1. If your business is already established, one of the best
sources is your client list. Of course, many older client
lists do not contain email contact information so the first
objective is to update your client list. Simply send a promotional
postcard with an offer that is only available on your web
site. With a good incentive, the results of the mail out
will be well worth the expense of postage.
2. Give your staff the tools they need to increase your
customer base by training them to collect permissions and
email addresses at the time of first contact, when completing
a sale, and on re-contact with old clients. Have them pass
on your web site address to new and old customers at every
opportunity and, at the same time, encourage clients to sign
up for special newsletters or discounts available only by
email.
3. Make sure all contacts, new and old, get a handout or
mail-out with your company web address where they can easily
find your opt-in form.
4. Add your web site address to all information you send
to your client base. In addition to newsletters, this includes
monthly statements, new invoices and promotional flyers.
New Contact Sources
1. Network with owners of related businesses that attract
a similar clientele and offer to swap referrals. This has
the potential to increase your opt-in database exponentially
with very little effort on your part. The trick to make this
work is to be generous and be sure to return the favor to
your counterparts. Also, remember to send an initial introduction
asking permission for future emails, don't just add them
to your list.
2. Establish reciprocal web site links with cooperating
businesses in order to increase prime traffic to both sites
while establishing higher recognition in the business community.
Many businesses will be happy to post a link to your web
page on their site in exchange for the same favor, especially
if the business is in the same field but not a direct competitor.
3. Be sure to include your web site and opt in information
at professional presentations, and make a point of mentioning
that attendees can sign up for a free, by email only, newsletter.
Always include this information in handouts and flyers distributed
at the presentations.
4. Set up a free service on your web site. This could be
anything from a newsletter to a contest or coupon. Make a
point of advertising the fact that you are offering a free
service on your web site. Contact members of the press and
tell them about it. Some newspapers will write an article
on a new startup company for their community page. If you
have something new or unique to offer, or if the paper has
a spot to fill, your contact could result in some free advertising
for your business.
5. Place your opt-in form is in a prominent place on your
web site for easy access. The best form on the web is of
no use if no one can find it. The front page is the best
spot for it but, at most, it should be no more than one click
in, with a direct link to it from the front page. Make sure
the form is easy to understand, simple to complete, and contains
spaces for all of the information you will need. Be sure
to post your privacy policy. One good way to increase your
opt-in numbers is by offering a free information mail-out
or a discount for signing up. Another way is to hold a contest
or drawing. Always make sure that whatever you are offering
is relevant to your business.
