Wednesday, January 30, 2013

Building a Strong Email List

The email subscriber is to an online business as the returning customer is to brick and mortar stores. It can be a daunting and time consuming task, but truly understanding your subscribers can lead to long-lasting and profitable relationships. The following techniques can help you to get started:

Easy Opt-In
Always propose a relationship with users past the initial visit by giving them the option to join your email list. The email opt-in option should be prevalent and easily accessible above the fold on all pages on your site. Without scrolling all the way to the bottom of the homepage, a visitor’s attention should be brought to the link to subscribe within the first few seconds on a page.

The ‘About Us’ page is also a very important location to give visitors the opportunity to subscribe to your list. The quest by a user for more information is a clue that the viewer is interested in your business and is more likely to opt-in to receive your emails.
Be Direct
More often than not, when someone views your business site, they are passively scanning through information. Amongst the plethora of information an Internet user goes through, your call to action should be a direct, indisputable statement. If you’re passively suggesting someone should subscribe to your email listing, they may just as passively scroll past. A strong and to the point call to action paired with a simple sign-up form (do not requested to much information) can help to engage prospects.
After the initial signup, the subscribers cannot go unnoticed – Contact via email should be immediate through a Welcome Email. It is suggested you add some sort of offer, or opportunity to gain more info via redirect links, in this email to influence purchase behavior and increase customer loyalty. Following this Welcome Autoresponder, curriculum mailings (drip campaigns) should be used to ensure that the user stays engaged. By taking the time and giving the attention to deliver quality newsletters to your subscribers, they will not only remain an active participant within your business, but may also become an advocate for your brand.
Happy Mailing!
Author: Kayla Sfiligoj
Editor: Caitlin Durand

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