How to Build an Email List
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Industry leaders sound off on best practices.
Greg Cangialosi, president and CEO,
Blue Sky Factory
- Make sure signing up on your list is a quick and simple
process that can be done from any page on your website.
- Welcome each new subscriber with a confirmation email
that tells them what kind of communication they are going
to receive from your organization and how frequently.
This sets the expectation from the beginning and is also a
welcoming touch.
- Use email sign-ups on all existing landing pages. Sometimes
if they don't convert, they may still be willing to give
you their email address.
- To keep your list active and engaged, send timely and
relevant email based around the expectations you have set
for your recipients.
- Give your recipients a "subscriber preferences" option, to
update their info and to opt in and out of your various lists
or mailing publications.
Craig Swerdloff, vice president and
general manager, Postmaster Network
- Easy sign-up: Make it accessible.
- Permission: Respect people's choice; do not sacrifice
permission for the goal of building a bigger list.
- Customization/personalization: Use the information
provided during registration and through behavior to
customize the message and value proposition.
- Value: If it isn't worth it, don't send it! Don't send for the
sake of maintaining presence.
- Respond to feedback: Feedback starts with the "reply to"
function, but also includes unsubscribes, customer service,
preference center, and ISP feedback loops.
- Respect your reputation: Do not risk damaging your
company's reputation for short-term revenue goals. This ties
in to the "Value" bullet discussed earlier.
Colin McDougall, president and CEO,
VEO Publishing
- Use paid search campaigns.
- Focus on organic search traffic.
- Leverage affiliate relationships (hint to affiliates: Create
an information product to sell from your site).
- Use newspaper advertising.
- Leverage new subscribers with a refer-a-friend script.
This article is a RevenueToday.com Exclusive follow up article, to view the related article click here.
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