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How
To Promote Your Business Using An Opt-In Email List
by Kevin
Sinclair
Most online
marketing experts agree that the development of an opt-in email
list is a key factor of online business success. In this article,
I will explore the benefits of opt-in email lists, obtaining email
addresses for your list, mailing to your list, list performance
issues and list promotion resources.
Benefits
Of Opt-In Email Lists
It is unusual
for first time visitors to your web site to purchase your products
and services. Normally, your visitors need to develop trust in you
and what you are offering. An opt-in email list allows you to stay
in front of your prospects and customers encouraging repeat visits
to your site that will result in sales.
People receiving
your message will not regard it as SPAM as they have opted to join
your mailing list. They have given you permission to send them messages.
You have the opportunity to develop trust and to demonstrate your
expertise, credibility and how you can benefit them.
Your opt-in
list may become the most valuable asset that your business owns.
Not only does it allow you to reach people cost effectively who
are interested in your products and services, but also it can be
a source of advertising revenue and future profits for your business.
Obtaining
Email Addresses for Your List
The larger the
list you are able to develop of qualified prospects and customers,
the better off you will be. Ensure that you offer subscription details
in a prominent position on your main web pages. Entice people to
join the list by explaining the benefits they will receive.
To avoid misunderstandings
and high unsubscribe rates, ensure that your potential subscribers
know what they will be getting. Tell them how often they will be
receiving email from you. If you publish ads between issues, tell
them and give them the opportunity to choose the newsletter and
ads or just the newsletter.
A key way to
let potential subscribers know what to expect is through a privacy
statement. Most people are concerned about what you will be doing
with their email address. Reassure them that you will only be using
it for your newsletter and not letting others have access to their
details. To help you develop your privacy statement, you can use
this online privacy statement site: http://www.truste.org/
Make subscription
management easy for your subscribers. Always make it clear how they
can unsubscribe. When you receive unsubscribe requests, act on these
promptly. To do otherwise will not enhance your online reputation
or credibility.
Don’t be too
aggressive in obtaining email addresses as this can often backfire.
For example, I was visiting a site recently to download a free e-book.
Before I could download, I had to enter my email address. No indication
was given as to what my email address would be used for. I chose
not to give my address and not to download the e-book. That site
missed out on an opportunity because they did not provide me with
confidence as to how my email address would be used.
Another technique
used is to add addresses obtained from people requesting information
via your autoresponders. In my opinion, it is better to have a series
of autoresponder follow up messages rather than adding the names
to an opt-in list. The ethical approach is only to add those people
who have specifically given permission to join your list. A good
source for follow up autoresponders is: http://www.aweber.com/?7385
Mailing
To Your Opt-In Email List
Every time you
mail to your list, you have an opportunity to establish and maintain
trust and credibility with your subscribers. Therefore, ensure that
each mailing contains content that your subscribers will find useful.
Don’t overload your message with ads unless you are an ads ezine.
Your list provides
you with the opportunity to develop the image of your business.
Don’t send out a message that does not live up to the image that
you are trying to cultivate. One bad issue can destroy a lot of
the good work you have been doing.
The frequency
of mailing to your list should be determined by what will not overload
your subscribers and by the amount of time you have available to
do the job well. When starting out, concentrate on quality rather
than quantity. As you develop, you can increase the frequency if
it is necessary.
Each issue needs
to contain basic information such as links back to your site, how
to unsubscribe, and a recommendation that the subscriber forward
the issue to their friends and colleagues. Subject to the aims of
your list, you can also include guest articles provided that they
provide useful information to your subscribers.
List
Performance
A key measure
of your list performance is the levels of unsubscribe requests.
This statistic is a strong indicator of how well you are doing.
People unsubscribe for a variety of reasons. However, high levels
of unsubscribe requests can indicate that you are failing to provide
the content that the subscriber was expecting or that you are inadequately
targeting the acquisition of new subscribers.
Try to find
out the reasons people unsubscribe if the level is of concern to
you. Then act on the information you have discovered so you can
improve your ezine and retain the people still on your list.
List
Promotion Resources
Don’t solely
rely on your web site to generate new subscribers for your opt-in
list. Register your list in the search engines, ezine directories,
and ezine announcement lists. A top resource to help you with this
is http://List-Universe.com/
The Email List Owner and Ezine Publisher Resource Network.
Also, look to
cultivate free ad swap with related publishers. Distribute your
articles to related publishers – this can be an excellent source
of free advertising and new subscribers. I use the Directory of
Ezines to identify article submission and ad swap opportunities.
The URL is: http://www.directoryofezines.com
Conclusion
The development
of your own opt-in email list can be a key factor to the success
of your business. Remember to treat it as your number one business
asset and to act in the interests of your subscribers. Through doing
this, you will develop a loyal list of people who will buy from
you again and again as well as refer you to their friends.
Article by Kevin
Sinclair, CPA, of Be Successful! Business & Personal Success
Resources (http://www.ksinclair.com/).
He is the author of 2 free ebooks: "Success Secrets" &
"How To Choose A Home Based Business". Kevin is also the
publisher of "Be Successful News" - a free ezine dedicated
to your online business success - to subscribe, send a blank email
to mailto:pbsr-subscribe@listbot.com
-- SkyVault™
Web Design provides marketing consulting, web development,
and Internet business services to small and medium sized businesses.
They have been developing income-producing online properties since
1998. Contact the development team at: www.skyvaultwebdesign.com.
Free Report Reveals Secrets of Their Successful Marketing Strategy:
www.daretodoubleyourincome.com.
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