May 27, 2009
When it comes to Internet marketing, the money is in the list. A list is a collection of email addresses. The only ethical way to build a list is to utilize a double opt-in process. What this means is that when someone provides you with their email address, they receive a confirmation email making certain they intended to subscribe to your service.
The reason double opt-in is important is two-fold. First, there are unscrupulous people who will enter the email addresses of people they know and subscribe them to newsletters, offers, etc. that they have no desire to receive. This might be done as a prank or it could be done to harass someone.
By requiring a person to click on a link to confirm their subscription, they are stating that they have personally subscribed to your offer and do indeed want to subscribe.
Secondly, double opt-in offers some protection to you. Oftentimes people forget that they have subscribed to something. When they receive it, they mark it as spam or it ends up in the ‘Junk’ folder. If you receive multiple spam complaints, you could be blacklisted from sending out bulk mailings. If you use double opt-in, you can show proof to your ISP provider that the person, who claimed you spammed them, did indeed sign up for your newsletter.
A double opt-in system sends the confirmation letter the instant someone subscribes. This helps them to remember that they subscribed to your service. Once they click on the confirmation link, they will receive a second message letting them know their subscription has been confirmed.
When using email subscription services, you have the ability to include whatever message you would like. If people are subscribing to your newsletter, you would be wise to send them a thank you message and let them know when they can expect to receive your next publication. You should also include a link to the URL of your newsletter archive.
Capturing a Visitor’s Email Address
One of the easiest ways to begin building a customer list is to offer a free newsletter subscription. Chances are good that you have subscribed to an electronically delivered newsletter.
Newsletters are also referred to as ezines. Generally, they are sent to subscribers on a weekly, bi-monthly or monthly basis. A few newsletter publishers send out their newsletter daily. Daily newsletters generally offer a quick message such as a motivational quote or a business tip.
Generally, a newsletter consists of one to two articles; a ‘soft’ advertisement; and links to information on your website or other beneficial resources. The content should be current and not readily found elsewhere.
When you publish a newsletter on a regular basis, you establish yourself as an expert in your field. You also keep your company name (or your own) in front of potential customers. When they need your services or products they will think of you because you have provided them with beneficial information and helped them solve a problem.
Keep in mind that most of the people who subscribe to newsletters receive dozens of newsletters each week. If you want them to read yours on a regular basis, you need to make certain that your newsletter stands out above the rest.
When composing your newsletter keep it concise and include beneficial information. Stay on topic and be consistent. If you tell your subscribers that your newsletter will be in their inbox each and every Wednesday; make certain that it arrives on time.
Do not use your newsletter as a sales letter. While it is okay to include a short ‘soft’ advertisement for your product or service; the purpose of the newsletter is to provide beneficial information to the readers and keep your name in front of them on a consistent basis.
It’s a good idea to create a web page that details the information in your newsletter. When possible you should post each issue of your newsletter directly at your website. On the information page you can include links to each issue so potential subscribers can review what you offer.
You also want to provide them with an incentive to subscribe to your newsletter. You can give them a free report, ebook, or offer a one-time discount when they order a product from you. This incentive needs to be something that will benefit them.
Byron Coke – In ‘The Honest Marketer’ you will learn exactly how to build a loyal list. This valuable e-book will take you by the hand and provide you with instructions and resources to help you build a customer list in 90 days.