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List Building For Established Businesses
One of the first questions online retailers ask about email marketing campaigns is, 'How do I build a list?'
There are lots of ways to list build but you must always be aware of the laws against SPAM. In the U.S. the FTC has created a set of guidance, the European Union has as well as many other countries around the world. All of the guidance has some specific principles to keep in mind. We will discuss those as we talk about list building strategies.
You have a right to send email to people with whom you have an existing business relationship, so one of the first steps in your list building campaign is to contact anyone who has purchased from you in the last twelve months.
You should send old customers an email that reminds them of your prior relationship, then offers an opportunity to opt in to your email program. You should also offer them the opportunity to opt out. All other subscribers will have to opt in from a web page.
Here are some approaches that will help you win opt ins:
1. Name your newsletter
Your newsletter should have a positive, catchy name that is highly related to your products. Remember that shorter is better so avoid adding words like 'newsletter' or 'ezine.' Alliteration can work well, e.g. 'Pottery Pro' or 'The Exercise Expert.' Play on words is also catchy such as 'Fruit Flies' for your edible bouquet delivery business. (Well, maybe not)
2. Explain what the recipient will receive
What is the benefit for the recipient, i.e. 'What is in it for me?' (WIIFM). Will the email newsletter contain 'Five new recipes each week that take twenty minutes to prepare but they are so good you can lie about it and say you worked all afternoon!' or 'The most up to date news on new electronics, before they are on the market' or 'Tips for getting your child to enjoy reading and writing'.
3. Make the call to action worth something
Offer something special in return for signing up right now. Offer special discount coupons, a special report on making paper flowers for decorations for your craft business newsletter or plans for a backyard tree house for your DIY newsletter.
4. Simple sign up
Research has shown that more people sign up when you ask for just name and email. If you try to collect too much information in the beginning, people will turn away. Once you have the person hooked on your newsletter, you can go about getting more info from them.
5. Make the newsletter relevant
If you sell children products, for example, you will find that people will want information relevant to their childrens ages. Give those readers the chance to sign up for your infants content, toddlers and pre-school content, school age content and so on. If you sell pet products, offer cat, dog, hamsters and other specific content.
6. Call to action
Make your subscribe icon exciting and a real call to action. Say 'Subscribe to start saving now' or 'Subscribe to learn how to make all your holiday gifts'.
Follow these techniques and you will have a much higher probability of getting opt ins for your newsletter.
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