News
Back to Basics: Build a Better List
---ExactTarget, February 2008
You know the health of your subscriber list is vital
to a successful email marketing campaign. But when
did your list last undergo a check-up?
Are your open and click-through rates declining? Are
your unsubscribes increasing? Worse yet, have you
been receiving spam complaints? These are
tried-and-true warning signs that your list needs
some good, old-fashioned TLC (sans the chicken
soup).
These “5 Easy Things” will help you keep your
subscriber list healthy with actionable
recommendations you can try this month. Send this to
the printer, post it conspicuously, and keep track
of your progress.
And if that still doesn’t work—take two pills and
call us in the morning.
Easy Things You Can Do To Build a Better
Subscriber List:
#1 Work the Trade Shows.
Trade show attendees are your most engaged
prospects. Take advantage of this face-to-face
opportunity to ask a prospect to opt-in to your
mailing list. Don’t treat business cards as assumed
permission; send your contacts an opportunity to
subscribe to your email communications as a
follow-up measure, or just bring an opt-in form to
the show.
#2 You’ve Got a Call Center. Use It!
“Would you like me to sign you up to receive
information and special offers via email today?”
That simple question added to a call center script
can constitute one of your most effective
list-building strategies. Use your call center
representatives to engage interested customers and
increase opt-ins. Consider an incentive for your
reps–“Sign-Up Ten New Email Customers and Win an
All-Expense Paid Trip to Tahiti!” Or something like
that.
#3 Every Page Deserves a Sign-Up Form.
People who visit your website are interested in what
you have to say. Make sure you give them an
opportunity to learn more. Post an email sign-up
option prominently on every page of your website,
and make it simple to respond.
#4 Greetings and Salutations!
Engaging your subscribers is vital to the success of
your list. New subscribers should receive a
triggered “Welcome” message as soon as they opt-in.
Experienced subscribers expect it–if you don’t send
them a message, they may think they’re not
successfully registered. Or worse, that your email
marketing program isn’t sophisticated enough to send
one.
#5 Ask and You Shall Receive.
If you build it, they will come. But first, you have
to ask. Develop a detailed subscription center and
invite your subscribers to visit. They can provide
information about themselves and their interests,
and you can keep them engaged based on details they
supply.
Bonus #6 Get to Know Your Friends.
Your subscribers’ friends are your friends. Use
their relationships to introduce your email program
to others by prominently placing a “Forward to a
Friend” link in your emails. You may never build
your list to record-breaking numbers, but the
subscribers you gain will be highly engaged.
Remember, it’s all about quality...not quantity.
---Source: ExactTarget Email
Marketing February 2008 issue www.ExactTarget.com
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Melissa Data
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