Email Marketing The Right Way
One of the most powerful tools in an Internet marketer’s arsenal is email – and with good reason. Getting a big list of targeted prospects together is a tremendous asset to have. Yet, many Internet marketers stumble when looking to build their lists because they don’t know the best way to begin. Just how does one go about getting people to opt-in?
The first thing to keep in mind is that people are getting more and more used to marketers asking them to fill in their name and email address. Therefore, it’s simply not enough to just put up your opt-in form and hope for the best. You really do need to “sell” the opt-in, and one of the best ways to do it is with an ethical “bribe” or giveaway. Write a free downloadable report around your niche topic and offer it for free to everyone that fills in their name and email address. This is a great way to persuade them to take the time and fill out your subscription form.
Your bribe doesn’t have to be a report. It can be a video, an audio interview with someone respected in your industry, or maybe even exclusive access to some protected part of your website. Whatever it may be, the key is to make sure that your giveaway gives excellent value to the subscriber. This does two things:
- The user will start to form trust with you, which means that promotions and recommendations are more likely to be accepted.
- If the content is good enough, there’s a good chance that the user will help you spread the word by telling their friends about it.
In many cases, this giveaway is really a first impression of sorts, and as we are all aware, first impressions are vital. So, ensure that your giveaway is makes a good impression and offers real value to your audience.
The second point may seem obvious, but you would be surprised how many people don’t do this. Make sure that your opt-in box is in a highly visible location above the fold. Above the fold means the portion of the screen that is visible before having to scroll downwards. What we’ve seen is that visitors are more likely to notice your opt-in box if they do not have to scroll down to see it. To make your opt-in box more obvious, try a shade that stands out from the rest of your website. You can even try to add arrows or other graphics to draw attention to the opt-in box. Of course, be sure to show the visitor your fabulous giveaway for signing up.
Finally, in your opt-in box, always remember to summarize or point to your privacy policy. SPAM (or junk email) is a huge issue, and many people are turned off from email marketing in fear of having their email addresses distributed or sold. In order to get people to opt-in, you need to be able to convince them that you are worthy of trust and that you will not share their email without express permission. By doing this, your opt-in rate will noticeably go up, so remember to alleviate the minds of your users.
As long as email exists, email marketing is not going away. By putting these techniques to use, you too can start building a targeted list of subscribers that are responsive to your own promotions.
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