Capturing Identities on a Web Site: Building Your Email List - The key to...
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The key to an identity capturing strategy is to find free things that will appeal to the public that is coming to your web site, and get them up there. Then, keep statistics on each offer and how many responses it gets.
I don't recommend offering free items that cost you money to acquire or deliver, like T-shirts, pens, hard-copy books, etc. If possible come up with something you can offer for free, that can be downloaded from your web site (once they give you their name and email address).
You can even measure how many people are coming to the site and what your conversion rate is. In other words, you can measure what percentage of the people coming to the site are either buying something from you or giving you their email address. You want as high a percentage as possible to do one of your desired actions, i.e. buy something or give you their name. And you should evaluate the site and make changes to the site to increase this.
Your Marketing Strategy Once You Start Collecting a List
Being able to work with these strategies requires the ability to see the big picture and stick to a plan by envisioning the gains in the future. You might start out with zero list, but by developing some offers and methodically collecting all the names, week after week, you will develop a very valuable resource. For example, one company I work with started out 14 months ago with no list, and now has over 160,000 names. And believe me, that's a hell of a promotional resource! Because for one thing, you can email out to them regularly virtually for free!
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