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3 Basics for Creating a Successful Email List
March 7, 2007
You already know that email marketing is one of the most effective, and least expensive, ways to advertise. When executed properly, you draw both repeat customers and new customers into your store or business. You convey trust, provide valuable incentives (discounts, freebies, etc.) and keep your name in the forefront of their mind. This accomplishes everything you hope your costly print ads and billboards do, for a fraction of the cost.
Not any email list will do for you. Although it may be tempting to buy one of the inexpensive lists that you see advertised, if they don't know you or have an association with you, they'll write you off as spam. That's a death nail in your coffin. To build a good list, here are 3 basic tips to get started:
- Collect names by your register. I may sound like a broken record when I say this in my other blogs, but it's a quick way to gather names. Place a spiral bound notebook - like the ones you used in school - in a noticeable place and collect names as people stand by the register paying for their purchase. Train your staff to ask, "Would you like to receive some free discounts to use for next visit?" (Your staff should also be quick to mention that you don't sell or share your addresses with any other company. In the emails you send you, you can specify a check box that states, "Yes, I'd like to receive coupons and discounts from third parties" if you would like this partner benefit with others.)
- Collect names in locations around you. Ask other stores or businesses near you to use their list [IF it's been approved to send out to someone other than them.] Be sure to include an opt-in feature for your specific email list and an opt-out if they're not interested. Or you can create mail-in & hand-in postcards to place by their register, along with an offer or discount for your store. On the back of the card, have them fill out their email address and full name to be included on future email offers.
- Ask your friends for their help. Think about how many emails you receive from friends and relatives...design a viral marketing email and pass it along to your friends. Preface this email by sending one out that asks for their help and offers them something special in return ($25 dollar gift certificate, etc.) for passing the email along.Collect the names from people who respond to the offer in your email. Read more about viral marketing.
How much do you think you know about email marketing? Take this quiz to test your knowledge.
Need help designing and managing your lists? Here are some companies I recommend:
