Add new names on a
daily basis. Here
are some of the opportunities you have to add new names to your list:
-
When you're networking: Any time you exchange business cards
with someone, ask if you can add them to your email list. Even if they're not a potential client, they can be a source of referrals.
-
While taking care of business: In the course of the day, you
probably come in contact with new prospects or colleagues. Ask to add them to your email list. If you own a business with
daily customer contact, collect or update your customer's contact
information before you complete a transaction. (Note for Constant Contact users: the Capture Tool allows you to quickly add or update a contact without opening a web browser.)
-
Whenever and wherever you communicate: Invite people to join
your network by including sign-up
information in your email signature, business cards and other promotional
materials. Add a sign-up button on your website or blog. You can even add it to
your Facebook page.
Update your contact
information regularly. People's email addresses change. So it's a good idea to send a periodic mailing
requesting that subscribers update their profiles.
2. Santa Knows Who's Naughty Or Nice
Santa checks his list. He knows what everyone's
up to. And he segments his list accordingly. We don't have to set up naughty
and nice categories, but we can follow his example in other ways:
Always check your
list. Are your emails bouncing? Find out why and then fix the problem. If
your email is being blocked, ask subscribers to add your email to
their address book.
Check your tracking
after each campaign. Find out who's opening your emails, clicking on your
links and forwarding to friends. Then use the data to improve your next
campaign.
Segment your list
according to your subscriber's activity. For example, if your subscribers
clicked on a link promoting a special event, product or service, put them on a
separate list so you can follow up with additional information. How about the
folks who forward your emails? Send them special promotions or advance
information on new products, store hours, etc.
3. Santa Brings A Gift
Have you noticed how every kid wants to be on Santa's list?
That's because there's a gift involved. It's the same with grown ups. They want
to know what's in it for them. You can encourage people to sign-up with these incentives:
Show and tell. Tell
them what they can expect from your email communications then show them a
sample issue so they can see the benefits for themselves.
Bribe them. Some
people are going to need a bigger nudge. Here are some goodies you can
give them:
- Free Download: Showcase your expertise
by offering a whitepaper or ebook on a helpful topic that relates to your
business or industry.
- Free E-Course: This is similar to
the free download but it's delivered through a series of emails. (Note for Constant
Contact users: the Autoresponder Tool makes this easy to do.)
- Free Gift or Special Offer: You can make this easy on
yourself by emailing them a gift certificate they can redeem in person. Or a
promo code they can enter when ordering online.
Offer them valuable
content. Keep your subscribers engaged with you by delivering value with
every email. Here are a few suggestions:
-
Useful tips and how to's on your
area of expertise
-
News and facts
-
Discounts and coupons
-
Exclusive offers and Frequent
Buyer perks
So there you have it. Santa's best list secrets revealed.
Stay tuned for next month's issue of Xpresso Break when we'll share why Santa receives so much mail. And it's
not just because of his gift-giving abilities.
