However, none of that will ever become a reality, if you don’t have any subscribers. A lot of the people I talk to claim that it can be a costly affair to grow your email list – but that is a common misunderstanding I want to correct.
– Have a goal. Think about what you want to achieve with the email and clearly tell it. Do you want them to read your new post? Download the update? Answer your quick survey? Watch a training video? Try to stick to one call-to-action per email. The research shows that multiple calls to actions within one message don’t perform well.
Subject Lines Chapter 4 offered best practices to utilize in your subject lines as well as some engagement killers to avoid, but open-rates can always be maximized by sending out variations to small segments of your list to see which one resonates the most.
Once you collect those email addresses keep pounding away with value, don’t abuse them with offer after offer. When you continue to add value through great content and education they will turn themselves into buyers and referral sources over time.
Notice that the call to action at the end of the presentation leads to our resource page, where visitors can download the eBook in exchange for their email address. This process is effective because it lets you work with content you have already created and turn it into something that generates leads on an entirely different platform.

In this day and age, there is no need for these services. No one wants to hear from you via email, phone or snail mail. If we did, we’d contact you. Unless a person speaks to you specifically and requests to be contacted, they did NOT opt-in. We were sold by some company who lied when they claimed to respect our privacy. We HATE being contacted by you, and feel violated each time it happens. People all over the world make fun of marketers of all sorts, and wish it were illegal for you to contact us in any manner. Curious to see how many spam email I get from this post.
Use your Facebook Business page or LinkedIn Company Page to post links to the same gated offers you might also host on your blog posts. You can also do this in appropriate and relevant LinkedIn group discussions — just be mindful of the topic being discussed to ensure your offer is a welcome addition to the conversation.
Not only have you not got accurate, up to date email lists and a strategy to reach out to them, you’ve got yourself a predictable outbound lead generation process. This strategy takes no time at all to set up and allows for truly scalable growth. Goodbye list buying.
Overall responsibility for all aspects of direct marketing activities, whatever their kind or content, rests with the marketer. However, responsibility also applies to other participants in direct marketing activities and that needs to be taken into account. As well as marketers, these may include: operators, telemarketers or data controllers, or their subcontractors, who contribute to the activity or communication; publishers, media-owners or contractors who publish, transmit or distribute the offer or any other communication.
In the 19th century, Aaron Montgomery Ward believed that using the technique of selling products directly to the customer at appealing prices could, if executed effectively and efficiently, revolutionize the market industry and therefore be used as a model for marketing products and creating customer loyalty.[4] The term “direct marketing” was coined long after Montgomery Ward’s time.
All marketers should be familiar with the work of George Lowenstein, a neuroscientist at Carnegie Mellon University. Lowenstein’s research on information gap theory reveals powerful insights for creating email broadcasts that people will actually read and click through.
Calls to Action Should you tell people to click right away or save the CTA for further along in the email? Should the button/link say “Click Here” or “Find Out More”? When it comes down to getting people to take action (the most important part of marketing), you simply must test a variety of elements to improve conversions, as this is one of the worst elements to leave to guesswork!
There are many routes to direct marketing success. One proven way is by using premium or promotional items. Unlike standard items, which can have a short shelf life, recipients tend to keep promotional items. This gives your marketing campaigns a longer shelf life!
We suggest starting with two types of free offers. One top-of-the-funnel, educational piece of content like an ebook, and one middle-of-the-funnel offer to let someone speak with your sales team to get a demo or a quote or a free consultation or whatever works for your specific business. By having these two types of offers on your website, you can capture potential leads and convert customers that are in different stages of the buying process.
Additionally, sending unsolicited emails is against the CAN-SPAM act. According to the CAN-SPAM Act, a U.S. law that regulates commercial emails, you cannot sell or transfer email addresses, even in the form of a mailing list.  Sending emails to people who didn’t ask for them is spam, and will make the readers will lose trust in your company.
Your tip about CTA’s really hit the spot. I’ve been noticing that some of our competitors are using wordy yet highly specific buttons like ‘Get My Free Consultation Now!’ or ‘See Other Works From ____’. I was skeptic at first, but reading your logic behind it, it makes sense. I’m looking forward to implementing this on my own sites. Thank you, Brian.
First proposed and popularized by Derek Halpern of Social Triggers, a feature box is a large, well, box that sits above your company blog’s content, presenting a snapshot of what the blog is about and why people will benefit if they subscribe via email. To see an example in action, check our personal example on the Help Scout blog:
Out-of-home direct marketing refers to a wide array of media designed to reach the consumer outside the home, including billboards, transit, bus shelters, bus benches, aerials, airports, in-flight, in-store, movies, college campus/high schools, hotels, shopping malls, sport facilities, stadiums, taxis—that contain a call-to-action for the customer to respond.
Wow. Can I just say thank you so much for building one insanely well done blog post instead of feeding us crumbs for 8 months over email or selling us a $29 ebook. Your go-giving will pay off for sure. Solid stuff here!
Chad, you’re 110% right. Engagement is key and something most bloggers are “too busy” to take the time to do. I’m not sure what could be more important than engaging with your readers. That’s why I make it a top priority.
Having toiled in the trenches of direct marketing for nearly 25 years, we’re eager to share what has helped us design award-winning lead generation campaigns for clients across various verticals. No matter what you sell, direct marketing is a proven method for generating more customers and increasing revenue without breaking the bank.
Don’t feel like you have to do everything on this guide. If you already have an email service provider and are happy with it, you can skip over chapter 1. Invest your time on other things that will generate value for your business. If your email service provider becomes an obstacle, you can revisit this later on.
If you attend conferences and events, it is a golden opportunity to meet your potential subscribers face to face. If they have met you and have become familiar with your brand, they are loyal-customer-material. This is where you ask them for their email address so you can keep them posted on your latest ideas, best prices, newest products and so forth.
Email marketing has great impact with low cost way of delivering your marketing message to current customers and prospects. Use the easy way to email list building like put on the sign up sheet, leverage business cards, host an event, try telemarketing, optimize your website for opt- ins and etc.
His findings show that when we encounter things that pique our interest but don’t reveal “the goods,” we have a strong desire to delve further in so that we avoid the dissatisfaction of not knowing the outcome.
Regrettably, the world of email marketing lists can be a very confusing place. On the one side, you have the legitimate, super-pristine — but usually somewhat expensive — opt-in email list brokers. And the key word here is “legitimate,” for these brokers offer genuine opt-in email addresses.
If your goal is to own and market to a legitimate opt-in email list (that is, the kind of email list that has a shot at garnering response), then buying an email list is not for you. The reason for that is simple…you really can’t “buy” someone’s permission. They have to give it to you.
In sum, choosing the best of all the above parameters may yield up to 58 times more response, as compared to choosing the worst of the above parameters. Addressing these helps assuage the concerns of the marketers.
Incorporate a QR code into your print marketing collateral that people can scan for more information on the printed content. Create the QR code such that it requires an email address to access the additional content. (There are many free QR code makers online that make this process easy.)
We know, most Bulk Email Verification services charges are very high and you can’t afford to pay to clean this amount of emails, but there are some of them who offer very cheap rates and very accurate and fast service. One of them is RemoveBounce