The biggest challenge for email marketers is to build a cost-effective list. This is because at least thirty percent of the email addresses change on most lists. Therefore, marketers have to go for a more aggressive approach to expand the list and to get more significant investment returns.
Taking permission is the basic key to maintaining an almost constant email list, along with other steps. Permission is certainly not the optional thing. If permission is not taken it means direct landing up as a spam complaint or even greater, breaking the U.S Law for spamming. The sign-up form should be featured on every web page. No opportunity should be missed for turning the visitor into a subscriber. Subscription value can be enhanced by adding sample emails, a screenshot of an email, testimonials and good copy on the sign-up and registration page. To attract some subscribers, incentives can be offered upon signing up. The incentives can be as small as white papers and as big as special discounts. Incentives increase the conversion rates to a great extent.
Today everything is becoming a search engine optimized. Therefore it is the need of the hour to optimize the website for the website to land in the first hundred search results. The current and archived web pages and newsletters must be optimized for increasing the traffic rate of the website and subscription rate. Search services such as Google AdWords can be made use of, for including subscription link on the landing page and for promotion of the website. Opt-in checkboxes must be added to the demo requests, registration forms, and white papers. This increases the conversion rates by at least fifty percent.
A very simple method to increase a new subscription is by including the ‘Send-to-a-friend’ option. If the current subscribers find an email interesting, there are greater chances that the email is liked by their friends too. And if they like the emails, there is an even greater chance that they will subscribe to receive future emails. Email subscriptions can also be encouraged by print ads, catalogs, direct mails, radio, and television. Employees can be directed to include the ‘Subscribe to the company’s newsletter’ link in their signature lines. The sales employees and customer support can ask customers whether they would like to receive promotional email, inappropriate situations. Sign up forms can be distributed at seminars and public speaking engagements and presentation on newsletters can be given at such locations. Permission can be taken to include opt-in forms in trade show lead generation forms so that booth visitors can subscribe.
If the postal information of the customers is in the database, postcards can be sent to them which asks them to subscribe to newsletters. Sign-ups can be promoted in transactional and confirmation emails. It is optional to include an opt-in link on receipts of credit card, product registration cards, invoices, and warranty. The company’s email and newsletters can be promoted in other company’s publications. Sites and industry directories can also be used for promotion. Product shipping boxes are the next important place to include the opt-in form. Many catalogers and retailers even include promotional offers of non-competing companies. Newsletters that have topical articles can be used for a press release, along with information such as how to subscribe and content being offered. This option is useful for smaller companies.