Secrets Of A Publisher
by Steven Boaze
The information listed here is worth more than gold. if you
apply these simple list building plans and techniques, we
guarantee you will see results. you may not get the results as
fast as you want to, but don't
worry. all list building strategies take time and when properly
used correctly, will be more rewarding than you can possibly
imagine.
ONLINE
Make your website an "attention grabber". With almost 4 million
websites to choose from, the fact that someone found yours is
something you shouldn't take for granted. With so much choice,
how can you expect them to remember to come back tomorrow, and
the next day? If you don't have an opt-in/sign-up form on your
website, you are literally throwing opportunities away. This is
the single most important thing you can do to build your
database. But don't just put it on your home page - put it on
every page, or make it part of your main navigation tool.
Checkbox your forms. Every form on your website should ask for
permission to send future emails. 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.
Get on other websites. 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 contact database and your partner's at the
same time. Instead of advertising your product or service
directly, consider placing banner ads (or do a banner exchange)
for your newsletter on the sites your target audience is likely
to visit.
Team up with other email marketers. You may be just starting to
build, but there are thousands of marketers who already own a
contact list and are sending email campaigns every day.
Advertise your newsletter or website (with its prominent sign-up
offer) in their newsletters or promotions (or do a banner
exchange).
Use viral 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. You'd be amazed at how often I get an interesting
newsletter or promo from a friend, but can't figure out how to
start getting my own copy. Don't forget to promote your sign-up
offer at the bottom of your everyday email. Even if you're
sending email to a friend or co-worker, include a link to your
sign-up form to keep up the momentum. Remember, your email may
get forwarded, so cover all your bases.
Get listed in ezine directories and search engines. There's a
ton of free directories out there that categorize email
newsletters.Go online and submit your listing to as many as you
can - but make sure you read their privacy policy first!
OFFLINE
Make it a part of your brand identity. Every piece of paper that
leaves your office should have a link to your website and/or
your email subscription information. Period.
Equip your lobby or reception area. Post subscription
information at your front desk - a little self-standing sign
gets noticed. Place a fishbowl for business cards next to it, or
better yet, let people sign up right then and there using a
computer that's logged on to the opt-in form on your website.
Equip your trade show booth. Do the same as above in your
exhibit's reception area. If you rent a lead retrieval machine
from the show vendor, be sure to customize it so you can capture
email and permission information.
Piggyback in-store purchases. When you ring up a customer, ask
them if they'd like to receive email mailers from you. Be sure
to let them know what they'll be getting and when.
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.
Promote after the sale. Let's say your customer didn't want to
get on your email form when given the chance at checkout. They
still go home with printed packaging of some form, whether it's
a shopping bag, gift-wrap or the product packaging itself.
Promote a subscription there, too, because (1) they might change
their mind and (2) if they're giving it to someone else, you've
gained another opportunity.
Use direct mail. It doesn't have to be fancy. A simple postcard
promoting your offer to a small, rented (permission-based!)
group will do. Sometimes all it takes to get people on your list
is to let them know about your offer - and that you can send it
via email (instead of killing trees).
Use print advertising. Placing an ad is almost as tricky as
renting an email database, but realize that we're not talking
about placing an ad in Forbes Magazine. Your local newspaper,
your neighborhood newsletter, your Laundromat's bulletin
board... start asking about promoting your offer in everything
you read and everywhere you go. Get creative!
Use the telephone. Ask everyone who calls in to your company if
they'd like to jsign up to receive information from you.
Use an existing contact database 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 (via email or mail, use whatever contact
information you have) 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.
******************
You can promote your offer in every corner of the world; but
there are a few more things you should do to ensure your email
list contains well-targeted, opt-in, permission-based, low
bounce/low unsubscribe names.
Only use an opt-in or double opt-in subscription method - not
optout. Double opt-in ensures highest quality, since you are
guaranteed direct permission from the subscriber and a valid
email address.
Offer people relevance and value in exchange for their contact
information, e.g., special discounts, monthly tips-n-tricks,
white papers, etc. Giving away irrelevant freebies builds your
opt-in list in the short term, but over the long run, those
leads won't pay off.
Qualify without scaring away the really interested people. Ask
for more than just name and email - but not too much. Find the
right balance, and the people who truly value your offer and
want to hear from you will be the ones who end up in your
database.
Set expectations up front. Tell people what they'll be getting,
and only the interested ones will sign up.
The key to successfully building a high quality, opt-in,
permission-based email contact list is to realize it's a
continual process. Don't expect 10,000 names to appear from your
opt-in form overnight. But the sooner you start, the sooner you
can start building rewarding relationships.
About The author
Steven Boaze (Chairman) is The Owner of The Corporate
Headquarters Boaze.com
Which houses and controls four companies (Web Development
Technology -
www.webdevelopmenttechnology.com ) (Boaze Publishing -
www.boazepublishing.biz )
(Business Marketing Guide- www.businessmarketingguide.com )
(Ezine Remedy- www.ezineremedy.com ) Steven is also the author
of
"Hidden Secrets To Business Marketing" Ebook along with numerous
articles on Marketing and Advertising published by Boaze
Publishing.
Copyright © 1998-2003 Boaze.com
| DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
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