Sometimes in the midst of all the amazing advanced email technology available to marketers, the essential building blocks in email are overlooked or not maximised.
I regularly remind marketers to go back and check that all the building blocks are in place in order to have a firm infrastructure to have the data to use the technology available at their finger tips. Data is the key to your success, and allows you to achieve those sophisticated aims and goals such as personalisation, segmentation and triggered and life cycle mailings.
With that in mind, I point to the subscribe form – an excellent cost-effective way to build an in-house database of pre-qualified leads.
- Create a subscribe (or opt-in) form that attracts sign-ups. Include details of what you will send, how often, a link to a sample issue and your privacy policy. Include carefully selected non-required fields that will help you understand where the lead is in the sales cycle so you can provide better content. Plan to test it too, just as you would a landing page.
- Start by placing the form prominently throughout your company’s website. Place it as part of any other forms you have on your website.
- Include a link to the subscribe form in each issue of your email newsletter.
- Put the information on your business card. Also, when you meet someone through networking or business meetings ask them if they’d like to receive your newsletter and sign them up. Follow up immediately with a welcome message reminding them why they will be receiving it.
- Have a “forward to a friend” function in your emails – and don’t forget to have a link to your sign up form as well!
- Put that link in all your social networking profiles. When you send a newsletter, publish its link to your streams, such as Twitter and LinkedIn.
- Create an email address specifically for signing up to the newsletter. Use it in all your printed material (e.g. bills, invoices or statements) – include it in your hold and voicemail messages.
- cross promote the newsletter through direct marketing material, as well as offline and online advertising.
- Have a signup sheet available at your trade shows stands. Also have a sign up form at reception.
- Use direct mail – if you only have physical addresses for your leads and/or customers, send them a direct mail with information on how to sign up to your emails.
denise cox is the Email Communications Specialist for Newsweaver. You can follow her on Twitter @denisecox
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