Don’t make people dig around your site to stumble across subscription options. Keep your offers up front, and include calls-to-action on multiple pages of your website. Some key places to consider include your website’s homepage, your ‘About Us’ page, and your ‘Contact Us’ page.
When the presentation of an offer also features products not included in the offer, or where additional products need to be purchased to enable the consumer to use the product on offer, this should be made clear in the original offer.
Broadcast faxing, in which faxes are sent to multiple recipients, is now less common than in the past. This is partly due to laws in the United States and elsewhere which regulate its use for consumer marketing. In 2005, President Bush signed into law S.714, the Junk Fax Prevention Act of 2005 (JFPA), which allows marketers to send commercial faxes to those with whom they have an established business relationship (EBR), but imposes some new requirements. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at any time of the day. Roughly 2% of direct marketers use fax, mostly for business-to-business marketing campaigns.
When you “buy” a list, you’re actually taking ownership of the file. In theory, that sounds great because you are free to do with the list whatever you wish. In particular, you can send as many emails to the list as you like without paying any more money (deployment costs aside).
They give the sense of urgency and VIP-status. If you sign up for their newsletter, you’ll be the first one to know about new sales, when they get new products in store, and you’ll even get exclusive previews before everyone else.
Free List Check by FreshAddress is a free email hygiene tool that helps marketers quickly asses the health of their email lists. The process is fast, easy, free, and 100% secure. Input an email list and within minutes, we’ll notify you if it contains any warning signs of:
Couponing is used in print and digital media to elicit a response from the reader. An example is a coupon which the reader receives through the mail and takes to a store’s check-out counter to receive a discount.
The CAN SPAM Act (we’re not talking about a can of Spam, just to be clear) was put in place in 2003 and sets some clear guidelines for staying legal. Breaking the laws can result in up to $16,000 in fines. (That’s some expensive emails to send if you ask me.) Here are a few of the incriminating acts we need to stay away from if we want to be legal and ethical marketers:
1) Great how to information. Create checklists, forms, and detailed instructions for things that your prospects might want to know or use. This is something you should be doing no matter what, but using this information to attract email addresses is a proven winner. Hubspot is a great example of a company that produces tons of useful info.
At the other end of the spectrum, you have what I call the real “fly-by-nighters.” These are the people who purport to have 100 million or 200 million “opt in” email addresses, and they’ll send out crazy amounts of email for you (like 10 million emails) for a ridiculously small amount of money (like $500).
The Email Hunter was able to get us over 10 THOUSAND emails in our company’s niche and got us almost 200 sales on our website in just under a day! I would HIGHLY recommend it to any entrepreneur. Two thumbs up! Read more »
So what should you do instead? Grow an opt-in email list. We’ve already written a post of clever ways to go about doing this, which you can check out here. But below are the basic best practices that have a very big bang for their buck when it comes to consistently growing an email list.
There might be a signup in a popover, a signup at the top of a blog post, another one at the bottom. Basically, the design assumes that people will view the site differently and that in order to maximize the chances that a potential subscriber sees a signup form you’d best put sign up forms everywhere.
Until your list size is big enough to warrant more in-depth multivariate testing (which will still follow the same guidelines), conducting smart A/B tests like the one outlined above will go a long way toward helping you create an email list that converts.
Webinars are the perfect opportunity to talk about your industry and access the audience of thought leaders whom you might want to present with. The best part? Webinars are normally registered for via email, making your listeners more willing to be contacted afterward. Collect email addresses at registration.
– Turn an article into a guide. This is the fastest way to create a lead magnet. If you already have multiple blog posts on your site, you can simply check out Google Analytics and see what’s most popular. Then, all you need to do is to take the top performing article and turn it into a PDF guide, report or e-book.
If ebooks aren’t your jam, create tools instead. I don’t recommend a one-or-the-other approach, necessarily, but if you have more dev talent than writing talent, this may be a more attractive option for you. For example, we created Marketing Grader (formerly Website Grader, HubSpot’s first tool) — which is free to use, but prompts you to input an email address. We also took a similar approach to a more recent tool, the Blog Topic Generator.
Don’t put your profits in the hands of a third party, be in control of your email — OWN YOUR DATA, OWN YOUR AUTORESPONDERS, CONTROL YOUR INBOX DELIVERY, REPUTATION, DELIVERY SPEED and either send email for free using your SMTP or use any number of third party email senders of your choice like AMAZON SES API… No Monthly Fees!
Hey Loz, that may be the most poetic comment we’ve ever had on the blog (and we’ve had over 6,000). But you’re right: there’s A LOT more behind the scenes/up front work than there was even 2 or 3 years ago. The barrier to entry for growing a blog has doubled in that time. That’s good for hard workers like you and me 🙂
Spring, summer, winter, and fall — your community probably has at least one street fair or similar event throughout the year. Participate in the event and collect email addresses right at the fair. Sweeten the deal by offering new subscribers a discount on their first (or next) purchase in exchange for sharing the email with you.
Good information on this article. I am struggling with this myself. My company doesn’t want to risk its reputation, and there is too much conflicting information out there. I like Simon’s idea of comparing the list to social media – you can find just about everyone on there.
Lists can be obtained through public or commercial sources, and may represent all the people in a particular neighborhood, all the people who entered a contest drawing, all the people who opted in to a newsletter, a customer list from another business, etc. Such lists should not be used indiscriminately; instead, the data should be analyzed to create messages and offers that are likely to be relevant to these customers or prospects.
Before you start segmenting, benchmark your previous campaigns and determine how well your typical campaign performs. Benchmarking just means looking at your past campaigns and determining how well they perform on average.
Acting on feedback from a campaign is essential for effective direct marketing. Poor direct marketing only wastes resources on a low rate of return and annoys prospective customers. In fact, an overabundance of blanket marketing has resulted in laws that make all direct marketing more difficult. For example, laws require direct marketing communications to include an opt-out option, and entirely prohibit certain methods or times of contact. Besides such legal actions, private industry has also responded to customer annoyance with spam by providing e-mail filters that block such marketing. Therefore, wise direct marketers must be careful to avoid frustrating prospective customers, and work to target them with relevant and useful messages and promotions that will be received not as “spam,” but as good business information.
Platforms like BuddyPress for WordPress make it easy to set up a community and foster interaction between your brand and your customers. Include a sign-up form for your newsletter on every page of the community.
This is amazing stuff! Thank you so much. I’ve learned so much in the last hour. I have a question for you. You use Aweber as your email service right? What do you use to make such nice looking sign-up forms/popups on various areas/pages of your site? Is it LeadPages? I find that Awebers sign-up forms are not very good.
That said, there are still some benefits to more traditional approaches to direct marketing, for example, a 2009 study by Bangor University cited that direct marketing / physical material was more real to the brain, created stronger brand emotions, and led to a greater internalization of the ad. As a result, it may produce better response rates with certain groups – especially older ones.
You work with a list provider to find and purchase a list of names and email addresses based on demographic and/or psychographic information. For example, you might purchase a list of 50,000 names and email addresses of people without children who live in Minnesota.
Auto responder sequence – consider your goals here; this can be a great opportunity to grow your passive income, but avoid the hard sell approach. Nobody likes to sign up to an email list only to be battered with promotional emails.
MORE FREE NAMES OR MONEY REFUND: Some list sellers will promise to send you FREE email addresses to compensate for undeliverable emails. The weakness of this refund type is that more FREE emails will not correct the fact that most of the good email addresses were probably blocked or diverted to the SPAM box … due to the email list being more than 10% bad. Bottom-line, we recommend avoid buying email lists that do not offer a “money refund” guarantee. You’ll likely receive a high quality email list when there is a money refund guarantee.
Hi Yi. Thanks for your comment. Bounce rate is most definitely a key indicator of the health of your list. Your hard bounce rate should be no greater than 5% – that’s the industry standard. Using a purchased or rented email lists is not permitted by reputable ESPs.
I only have one concern- the topic of this blog says 500K USA email ids, the downloaded file is called 100K email IDs and the actual number of IDS are around 65K- Is this 65K curated by the ones that are active now or is there an access to all the 500K email IDS that I can get?
Additionally, direct marketing offers you a lot of control. Expanding on the above example, let’s say that before I emailed 1000 people, I instead emailed just a small sample size of 50 to 100 people and measured the response.
That e-book or buying guide you created to establish thought leadership in your industry can also help build your email list. When visitors to your website request a free download, ask them to complete your opt-in form in order to download.
Media planners and analysts need at least a bachelor’s with a background in media and communications; some job postings require a master’s degree. They must demonstrate strong communications, organizational, and analytical skills. Analysts must be efficient at finding, analyzing, and monitoring information, and capable of reporting that information clearly to others.
Instead of just linking to your home page, try linking to a relevant landing page within your author bio. Conversion rates are generally high because anyone clicking on your link wants more information from you.
When you invest in our email lists you are likely to save on your time. And compared to other marketing database providers, we offer email lists at an affordable price. Moreover you can use our database for your marketing campaigns, like, email marketing, tele marketing and direct marketing.
Awesome stuff, as always. I would just like to add one thing to improve conversions and build bigger list: use feature box. Derek Halpern from SocialTriggers.com talks a lot about that, and it works like charm.
How can you implement ways for people to give you their emails once they’re on your site? Independent of which tool you choose, out of the many available tools, you should know how to use them in the right way… to provide an amazing experience while asking visitors for their emails.
While creative and “mysterious” headlines can work well for blog posts (since they create curiosity), people have less patience for mystery in their inbox, and they may even confuse the message for spam.
Sign up for a direct marketing course to better understand the cardinal principles of direct: have a clear and simple marketing objective, get a laser focus on list and offer, be benefit not feature centric, create multi-touch points, test and tweak campaigns.
Create a welcome series of automated emails specifically designed for new subscribers. This is a great place to answer common questions, deliver free and valuable education, and make subscribers fall in love with your company and emails.
Customize your credit card receipt with a field/line where customers can jot down their email address while they’re signing. Or, simply ask them to write their address on the back of the receipt. At the end of the day, enter the addresses into your database and send out a welcoming email.
Send emails regularly. Make sure you are reaching your subscribers at least once a month in emails or another medium. Track email campaigns and see how your subscribers treat your emails. If you had a poor open rate, it does not necessarily mean your audience isn’t interested in your product. Experiment with different emails, get to know which email strategy works best, and keep using it to reach your subscribers.
Meeting the demands of the consumer revolution and growth in wealth of the middle classes that helped drive the Industrial Revolution in Britain, the 18th century entrepreneur and pottery manufacturer Josiah Wedgwood pioneered many of the marketing strategies used today, including direct marketing.
– Create a “How to” video. Download a screen recording tool and show your audience how to accomplish a task they need to deal with. Once you record it, you can make a private YouTube video or upload it on any other video site. Then, create a protected page on WordPress and you’re good to use it as your lead magnet!
So how do the most engaged newsletters keep their open and click-through rates so high? The secret boils down to using proven psychological principles that invoke curiosity, grab the reader, and compel them to take action.
Email marketing is a high-impact, low-cost way of delivering your marketing message to current customers and prospects — if, that is, you have a great email list. If you don’t, this article is for you. Read on for the most effective and creative ways to build your email list.
So, the next time a vendor offers you 10 million emails for $500, think very hard about whether you’re really willing to flush five hundred bucks down the toilet. Because that is precisely what you’ll be doing…