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List Building And Memorable Email Campaigns

Mar 27, 2008
In my estimation there are two primary list-building methods for online business.

The first method is simply designed to allow consumers to find enough value in what you have to offer that they happily volunteer to sign up for the information you make available.

The second is to capture names through pressure tactics. Sometimes online business owners use squeeze pages to urge visitors to sign up. Many individuals who are new to cyberspace often believe they have to fill out these squeeze page forms.

I think it is acceptable to provide a mini report on a hot topic and then allow individuals to sign up to read the rest of the report. It just makes sense to make the original 'free' report valuable in its own way and then make the members only report an even greater tool in the hands of your site visitors.

If your potential customers view your information as valuable and helpful they may likely feel more interested in helping you achieve your business goals.

The idea of marketing 'free' products, information or services not only makes sense it provides a great opportunity to ventilate a little trust in your marketing endeavors.

Too many online users have seen the worst in strong-arm marketing techniques. These same individuals recognize the cyber stench of spam. When any online business sends unsolicited emails the overall impact of business marketing is diminished ever so slightly in email marketing.

A personal who willingly (and knowingly) opts in to your mailing list will be a much more satisfied recipient of your email message. They will likely expect it and welcome it.

Because the web is content rich and can help answer multiple questions by consumers it is important to make sure that your email is a good balance of meaningful content and marketing message.

Always seek to provide your email recipients with value added content. Give them more than they expect and keep your message on target.

I receive email marketing from a restaurant I have frequented from time to time. It is unique and fun to visit and their email marketing capture the same essence. In most emails the entire message is developed around a colorful advertisement with clickable links for more information. The message is laser focused and I can determine a level of interest within seconds. The artwork is always entertaining and they often send links for discounts on my next visit.

I think the reason this is a powerful means of conveying a message is because the message is highly concentrated and presented in an entertaining and relevant way. More information is available for those who want it and for those who don't the artwork contains a long-term visual impression for the individual that clicks inside their email inbox.

The reason I think this is genius is that this business will take the advertising and artwork and incorporate it into future advertising campaigns as well as in-store displays thus reinforcing the original message and the desired response.

This can work for both online businesses as well as offline businesses that use email marketing to drive customers to their online presence and their offline location.
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