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Direct Email Marketing List-Building Tips for Targeted Opt-In SolutionsTip! Automate Your Programs and Routines. To optimize your email marketing software efforts you should automate processes including subscriptions, unsubscribe, monthly newsletters and more. One of the greatest challenges in direct email
marketing is building your list. Your most valuable
asset is a list of people who have given you their
permission to email them periodically. The larger that
list is, the better. Here are some proven ways to add
opt-in subscribers to your email lists each
day.
1. Offer two incentives.
You need to give your prospects and clients two
incentives for subscribing to your email list. The first
incentive is the one you offer in exchange for their
email address. Offer a discount, white paper, special
report, coupon or other attractive premium and you'll
see your sign-up rates climb. Tip! Boring Email Marketing messages don't keep your customer's attention. The second incentive is your content. Describe the
value that each email message delivers. If you
publish an email newsletter, for example, describe the
articles, feature stories, editorials, case studies and
other valuable content that will motivate people to
subscribe. Tip! Often, boring Email Marketing messages don't get read. 2. Make every email an invitation.
Every time you correspond with your clients,
prospects, vendors and other key audiences by
email, include a convenient way for them to opt-in to
your list, giving you their permission to market to
them more regularly. 3. Put a sign-up box on every webpage.
If you check your weblogs you'll discover that many
of your unique website visitors arrive at your site on
a page other than your homepage. You need to
capture these people regardless of the page they
arrive on. So include an email opt-in box on every
page, in a prominent place. Pay special attention to
your product pages, and pages that visitors land on
after clicking a link in a list of search engine
results. 4. Embed opt-in links in body copy.
Figure out the webpages your visitors are most
interested in, then find a way to embed a link to your
email newsletter in the body copy on the page. A
good example is this article you're reading, where at
least one mention of "our email newsletter" could be
a link to your newsletter sign-up page. You'll find
mine at www.sharpecopy.com. Tip! AVOID the Word FREE in Your Message: Why, because the spam filters will get you. While FREE might be the most attractive word in email marketing, it's also one of those that spam filters will likely detect to block your message. 5. Test your opt-in offers.
I met a man at my son's soccer practice who said
the three most popular sellers on the Internet are
porn~, poker* and pills_. You need to discover
what's popular with your potential subscribers, what
will motivate them to sign up for your email
newsletters. The best way to do that is to rotate
your opt-in incentives and the language you use to
describe them, testing each one to see which
incentives pull the highest number of opt-ins (and
the lowest number of subsequent unsubscribes, since
some incentives, if too attractive, attract too many
incentive-collectors). Tip! Send Coupons Everyone loves coupons. Make them part of your direct email marketing campaign. About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com. © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
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