You would think that it is standard practice nowadays that most companies ask for your email address over your telephone number.
Email Marketing is still the fastest method and cheapest method of online marketing and communication, even above Social Media marketing. Done properly, Email Marketing will enable you to easily start to build a concise list of email addresses for free. You most probably pay for advertising your website and store so this can only be a bonus (Right?)
Even before that however, you should be asking all of your existing and potential prospects for their email addresses and the time and effort invested will result in an impressively quickly built profitable and responsive email list.
You may well experience resistance from some customers, who are bound to ask: Why do you want my email address? Will I receive Spam? What’s in it for me? And other such questions.
Make it clear from the outset how they will benefit from disclosing their email address – employing vocabulary such as ‘Free Subscription’ ‘Special Offers’ ‘Exclusive’ ‘Club’ or ‘Customer Only Offers’, usually helps!
It’s also vital that everybody in your business who deals directly with customers knows follows this practice and is fully briefed on what you want them to say and ask your customers when requesting their email addresses. Do not take it for granted that they will all say it the same way.
There is always the option of a purchased email list however these are invariably expensive and out of date. An incentive scheme is a far more effective way of motivation your staff and colleagues to collect email addresses. This will help to ensure that everybody is asking consistently and regularly.
Having enticed them to subscribe, you now have to continue to capture their interest and retain them! Send relevant and valuable information regularly to build anticipation, so that your Email Newsletter subscribers keep an eye out for your email. Keep it consistent and see how fast you can build a profitable and responsive email list and whichever method you choose, be it via offline or online sign-ups or both, make it as easy a process as possible for your customer.
- Marketing Ideas: All About Email Addresses (marketing.cognition-coaching.co.uk)
- Guidelines for Creating an Email Marketing List (profitonknowledge.com)
- Using Emails to Build Links – Whiteboard Friday (seomoz.org)
- 5 Mistakes Organizations Continue to Make When Sending Email (sendgrid.com)