Building your email list – You will notice that successful Web sites have at least one thing in common – – they encourage their visitors to register for newsletters, special offers and other pertinent news via email.
In this article Teri McCready, founder of 360 WebMarketing, explains why you’re losing sales and website traffic by not offering an email sign up for visitors to “opt-in. Read on to find out what you need to get started today.
Why Build An Email List?
If a visitor does not make a purchase on their first visit to your site, it’s going to be difficult to cultivate a long-term relationship with this individual. Since most online transactions require an email address upon checkout, without this valuable piece of information you won’t have a way to communicate with them in the future.
Providing an area on your site to capture email address is an essential part of your company’s growth and this information is crucial for effective email campaigns in the future. Below are some helpful hints that will outline the necessary steps for building your own opt-in email list and publishing online newsletters or e-zines.
I. Getting Started
Give your list a name that is descriptive of your business. You also might try to reserve the same domain name as the list name if it’s available.
Add an eye-catching sign up box to your most heavily trafficked website pages. Try placing this box in the upper lefthand corner of your pages.
Find a service to deliver your email that automates the collection of response data including bounces, unsubscribes, clicks and opens.
II. “The Right Tool For the Job”
You’ll want to make sure that the service you choose can provide you with basic “must haves” listed below:
An automated system that handles the “opt-in” and “opt-out” process for all registrants.
A secure database to house the email addresses and demographic information that you collect.
Simple instructions allowing you to personalize each email you send out.
Flexibility on the scheduling of campaign launches.
Multi-Part MIME capabilities enabling you to format newsletters or ad campaigns in HTML, Text and AOL format.
Verification on the “opt-in status” and “sign up date” to validate that every person receiving your emails has voluntarily chosen to be contacted by your company. This is your protection in case you’re ever accused of spamming.
III. What Do You Offer Your Customers?
Once you’ve started building your list, you’ll want to send your subscribers timely, informative email campaigns. Inform them about trends and topics that are relevant to their interests as well as product updates and special promotion notifications.
Remember, it’s important to deliver balanced content so that you’re always giving your subscribers information that will encourage them to come back to your site, make a purchase and continue to be a loyal subscriber.