SolveYourProblem
Article Series: Opt In Email
How To Get Your Opt-In Email Leads Hooked On You
Once you have refined your target audience
it is time to decide the best way to present your message.
This is an ongoing learning experience for even the most
professional opt in companies so don’t give up if your first
emails show a low return. Company and product recognition
takes time so keep sending newsletters and special offers.
There are a few techniques you can use to increase interest
and click-through while boosting company and product recognition.
eBooks
Serial eBooks are one of the best ways to keep your leads
hooked into your web site or email. eBooks are posted or
emailed a chapter at a time and resemble the continuing weeks
of a soap opera. This does not mean that they appeal only
to housewives, only that they are exposed to the public in
pieces, rather than appearing all at once. One of the most
famous of these was the Stephen King eBook that garnered
so much publicity a few years ago.
eBooks are becoming more and more popular as ways to retain
a loyal opt in list. However, if you use eBooks, the book
will need to tie in somehow with your product or service.
For instance, the Jane Doe doll could have a monthly email
reminding subscribers that there is a new chapter of the
eBook detailing her ongoing adventures available on the web
site. At the side of the new chapter is a set of doll clothes
that she would wear while involved in this adventure. This,
in turn, could match a set of little girl clothes in sizes
suitable to the owner of the Jane Doe doll. The possibilities
are endless.
Newsletters
Newsletters not only let you keep your leads informed about
the market relating to your product, they also let you introduce
your staff, send photos of your head office, include articles
on people who use your product (with their permission, of
course).
Each of your newsletters should contain a consistent format
and coloring for high recognition, and should have a logo
at the top.
Seasons Greetings
Timing can be a serious determining factor for emails. Unless
your product is seasonal, or is apt to be purchased as a
gift, some seasons of the year are just too busy for leads
to get the full benefit from them. This is a good time for
a more personal email with a holiday motif. Personalizing
the email with the name of the recipient at this time of
the year is paramount.
Seasonal emails
Seasonal emails differ from season’s greetings in that they
are not about a specific holiday, but about the season as
a whole. Seasonal emails are usually designed more as flyers
that have special offers relative to the season. Lawn care
companies would send out a special offer in the late winter
or early spring. Another would go out in mid summer, and
a third would be sent in the early fall. All will contain
special lawn care information and promotions designed around
the time of year. They take longer to develop but like eBooks,
will be anticipated after a few years with some leads actually
contacting the company if they are late.
Calendars and Schedules
Calendars and schedules are another good way to keep the
attention of your opt in list. A monthly calendar sent from
the landscaping company can keep clients informed of important
planting, harvesting and fertilizing dates while at the same
time generating a substantial amount of business. If you
offer seminars on different types of plants through the month
this will increase traffic flow through your business locations
and boost sales while informing your client list at the same
time.
This method has been used successfully by some building
supply companies who hold how-to seminars lasting a few hours
each week on a variety of subjects relating to use of tools
and building supplies.
In summary, your contacts with your leads can be as varied
as your product, and almost anything can be used as a way
to hold your client list once it is developed.
Most people prefer to buy products they are familiar with
from a company they known and trust. The more ways you find
to expose them to information about your company and your
product, the more comfortable they will be dealing with you.
