28 Ways To Build Your Lists

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Feature a Sign-Up Form on Each Page of Your Site – Be sure to remember this basic concept. Sign-up opportunities should be ubiquitous throughout your site.Promote Benefits on the Sign-Up Page – Enhance subscription value with sample emails, testimonials and strong call to action copy.Offer Opt-In Incentives – Incentives like white papers, discounts and special reports significantly increase conversion rates.Optimize Your Site for Search Engine Placement – Optimize current and archived newsletters for search engines to increase traffic and subscriptions.Pay for Search Engine Services and Promote Your Email on the Landing Page – If you pay for search services like Google AdWords be sure to include email subscription information on the landing page.Add Opt-in Check Boxes on Demo Requests, White Papers and Registration Forms – Well-executed forms and pages may improve conversion rates by 50 percent or more.Include “Send to a Friend” Options – Generate new subscribers with minimal effort if bundled with promotional campaigns.Use Direct Mail and Catalogs – Encourage email subscriptions on all print ads.Direct Employees to Include Messages and Links in Email Signature Lines – Add “Subscribe to the Company X Email Newsletter” to employee email signatures.Direct Call Center and Sales Employees to Obtain Permission and Capture Email Addresses Over the Phone – Instruct call center and sales staff to ask customers and prospects if they’d like to receive newsletters or promotional email.Send Post Cards to Customers Encouraging Them to Subscribe to Email – If you have postal contact information for customers but not email addresses, send a post card with opt-in sign-up offer and URL.Hand Out Sign-Up Forms at Public Speaking Engagements and Seminars – Promote your newsletter in presentations and handouts.Implement Rented List Campaigns and Subscriptions – Promote your company in email campaigns and landing pages when you rent email lists.Promote Sign-Ups in Confirmation/Transaction Emails – Add messages and links to opt-in pages of all confirmation and transaction emails.Include Opt-in Line on Credit Card Receipts – Not an obvious method, but may be quite effective.Add Opt-in Message to Warranty and Product Registration Cards.Add Sign-Up Message to Invoices.Display Opt-in Forms at the Cash Register – An approach used by restaurants and retailers to advertise weekday discounts, catering services etc.Promote Your Email/Newsletter in Articles and Article Attribution – Include a reference and link to your newsletter after the byline on articles in trade and consumer publications.Include Opt-in Message and Check Boxes on Shopping Cart Pages – Remember to ask for email format and product/information preferences.Promote Your Email/Newsletter in Other Company Publications – Promote online newsletters in print newsletters, magazines and brochures. Add “Sign up for our monthly newsletter at www.companyX.com/subscribe.html after “Visit www.companyX.com for more information.”Include Newsletter Subscriptions in Trade Show Lead Generation Forms – Obtain permission to send your monthly newsletter to booth visitors.Promote Your Newsletter/Promotional Emails in Industry Directories and Sites.Distribute Press Releases Based on Newsletter Articles – Newsletters with topical articles may warrant a press release. Make sure the press release includes links and information on how to subscribe.Include Information and a Link to Your Newsletter in Press Releases – A good option for smaller companies. Include your company newsletter and other resources in press release copy.Include Opt-in Information on Customer Satisfaction Surveys – Ask permission to communicate valuable information via email newsletters and promotions.Include Opt-in Forms in Product Shipping Boxes – Advertise email promotions on packing slips and direct mail cards with links to your site. Many retailers and catalogers also include promotional offers from non-competing companies.Employ a Reputable Email List Service – List services obtain email addresses and permission to email existing customers. Be sure you obtain permission before – or as part of – the first email you send.

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