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Most marketers understand that the most important way to succeed in email marketing is to have a quality list. Studies show that an in-house, permission-based email list brings better results than a rented or purchased list, and yet, amazingly, few marketers have one. Sure, building a quality email list from scratch takes patience, persistence and diligence, but it is worth it.
Here are some best practices in building a good list:
Make your Website "sticky"
With almost 4 million Web sites to choose from, the fact that someone found yours is something you shouldn't take for granted. Put a newsletter or email sign-up form on your site. This is the single most important thing you can do to build your list. Most email marketing companies offer this link capability for free.
Piggyback online purchases
If someone makes an online purchase, include a check box on the order form to get on your mailing list. If they download something from your site, make the same offer. After the sale, send written information home with the package, whether it's on a shopping bag, gift-wrap or the product packaging itself.
Leverage other Web sites
Find a site whose product or service is complementary to yours and call them up. Ask if they'd add your newsletter to their opt-in form. Trade offers - add an additional check box to your sign up form so people can subscribe to your list and your partner's list at the same time.
Team up with other email marketers
You may be just starting to build your list, but there are thousands of marketers who already own a list and are sending email campaigns every day. Advertise your newsletter or Web site in their newsletters or promotions.
Use referral marketing
Even if you only send emails to a handful of people, make sure you include a "forward to a friend" link in each one - and equally important, a sign-up link for new readers. Don't forget to promote your sign-up offer at the bottom of your everyday email.
Get listed in ezine directories and search engines
There are a ton of free directories out there that list email newsletters (e.g., http://www.ezine-universe.com, http://www.newsletter-directory.com).
Use a list you already have
You probably have one; you just don't know it! Dig deep into your address book or database to find anyone you ever had a relationship with - anyone who ever bought from you, for example. Send them a one-time mailing explaining that you are starting a newsletter or periodic emailing and ask if they'd like to sign up. Assure them that this is a one-time mailing, and then keep mailing only if they give you permission.
Make it a part of your brand identity
Every piece of paper that leaves your office should have a link to your Web site and/or your email subscription information. Period.
Ask people you meet
Even if you don't sponsor or exhibit at events, try to attend them. Talk to people face-to-face and let them know you have valuable information to share. Exchange business cards along the way. Create a special set of cards that include your subscription information.
The key to successfully building a high quality, permission-based email list is to realize it's a continual process. Don't expect 10,000 names to appear in your list overnight. But the sooner you start, the sooner you can start building rewarding relationships. Remember, using a list builder on your Web site can help you attract, qualify and store new subscribers while you're doing something else.
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