Building a Hot Email List Part 2
Published October 8, 2009 | 
Setting Up a Killer Campaign
Now you’ve got your first data set ready as discussed in part 1 of the email marketing series it is time to set up a new campaign. Most good email marketing software will allow you to segment your data into lists.
Before you send we need to decide who we are targeting. Segmentation is the path to high conversion rates so personalisation and relevancy focused offer targeting are the keys to success.
Segmentation can start right at the point of data capture. For example in our data capture preparation we could have set up two sign up forms on our website, one for software related offers and another for hardware.
So, for your first communication you could either send a separate email to both of these lists targeted at their preference or you could just send a generic email to both of the lists however, the former is more bound to get better results due to the targeted nature of the approach.
Next we will talk about the types of campaigns and how to set them up to get stellar results.
How to Design an Email that Converts
Here are our top 6 tips for creating highly successful campaigns.
- 1. An effective subject line should be concise preferably under 70 characters and include a strong call to action. You must avoid spammy subject lines and content as being blacklisted by ISP’s will seriously hamper your future efforts.
- 2. Include a friendly ‘from’ name -this could be the brand name or a well know representative of the company.
- 3. Design should be consistent with your content and your brand should be clearly visible.
- 4. Images can increase the click through rates but beware that email clients render emails differently so it is important to choose software that allows for this technicality.
- 5. Content should be punchy and to the point and offer real value to the recipient – this is vital as most people are tuned into their own desires 95% of the time.
- 6. have multiple calls to action encourage those valuable click throughs to your site.
- 7. Try to have a well proportioned number of highly visible links to avoid looking spammy.
- 8. You should also put as much as possible at the top since most recipients preview emails in preview panes.
- 9. Viral capability is important so try to choose software that allows you to include a forward to a friend link. Friendship by its nature encourages trust and emails sent from friends have high open rates.
- 10. Your Landing page should tally up with your offer in terms of design and message. Your landing page is where you want the conversion to happen. It is critical that the offer you made in the email is ready and waiting for your new potential customer.
- BONUS TIP. Have a distinct landing page separate from your main website content, this will lessen distractions and encourage conversions.
This concludes part 2 of the Email marketing series.
Thank you for joining us, see you in part 3.
Posted in Email Marketing, Marketing Strategy | 
Click Thru, data capture, Email Marketing, list building | 
1 CommentBuilding a Hot Email List – Part 1
Published September 7, 2009 | In this article we are going to look at methods for building a receptive email list that you can market to again and again.
First of all let’s consider the significance of email marketing today and the importance of continued communication.
Email marketing averages 6% returns, that’s a 300% increase on direct mail.
Think about this too, 48% of businesses never follow up with a prospect, 25% only make a second contact and 12% only make three contacts.
It has been proved that maintaining a relationship with your prospects is the real key to making fantastic money online. Once you’ve got a customer base that you’ve sold to already you will find it 10 times easier to sell to them than it would be to a new prospect.
Believe it or not, it is the third contact where your conversion rates start to soar and by the fifth contact they will skyrocket. Email marketing is the perfect opportunity to tap into these amazing figures and start doubling or even tripling your profits today.
Choosing the Right Software
In order to market via email you will need an email marketing system that is easy to use, reliable and has the power to do what you need it to.
There are many systems out there but we recommend using a company with solid support and a good reputation in the market and there are loads out there.
A software system with a long history of sending email to major email providers such as Hotmail and AOL is critically important as this will ensure that your messages reach your intended recipients.
Ok, so once you’ve settled on a system that suits your requirements, we need to then look at how to build your list of hot emails.
Where to Start
In order to market to customers effectively you have to a receptive audience. So where better to look first than your existing customer data.
Now you might already have a database of email contacts that you’ve built over time and this is a potential goldmine. Put simply though if you’ve not been keeping in touch this data needs to be purified.
1. Mining the gold in your existing customer list
Our first suggestion is to blow the dust of that spreadsheet or database and re-introduce your company to past customers with a compelling email.
Now if you are concerned that you haven’t been in touch for a while and might get your hand slapped for spamming don’t worry, business law is slightly more forgiving than that which applies to the general public and it is perfectly acceptable to send an email to the business if you have had at least one contact with them and you provide a clear route for them to ‘opt out’ of further emails (check this email marketing legal document out if you are worried).
In fact your first email to ANY new sign up via your web site should always include an opt in link verifying their interest.
Failure to provide this step drastically reduces your credibility so don’t think that ignoring will help you.
The email should contain an interesting update about your product or service and a special offer of some sort like a ‘secret report’ to download or a limited time discount coupon – your offer will be something that fits in with your business of course.
The key here is to make it an offer that they can’t refuse as the aim is to get them to stay opted in to your list. If you do this properly you will now have a list of re-qualified customers that you can really get into.
2. Attracting New Customers
For this next strategy there is the assumption that you are getting traffic to your web site already (see here for more on traffic generation).
Now this can be more tricky and time consuming than purifying your own customer database
but remember, this business of data capture isn’t about snaring unsuspecting people so that you can spam them to death.
Your goal is to build a hot customer base through providing them with useful content (and your offers later!). If you don’t stick to this goal your new sign ups will unsubscribe and you will never see them again – simple as that.
So what is the best way to get the list growing?
Again, just make them an offer on your web site that they can’t refuse!
Our first technique for building a list is to provide access to a free downloadable report packed with useful facts or access to an e-course in the form of videos, mp3s or PDF’s.
For this to be most effective you should make your offer highly compelling like revealing insider tips, industry secrets, competitions etc. This technique will generate a nice list for you to work with.
The trick here is to ensure that your offer is quick and easy to sign up to, so only ask for their name and email otherwise you are complicating the issue.
So there you go, two tried and tested methods of getting a qualified list together that you can action now.
Part 2 of building a hot email list discusses how to set up your campaign for maximum potency.