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Beef Up Email Lists: 4 Tune-ups

A steady infusion of fresh addresses is essential to the success of any company’s email marketing program. Here are four ways to pull in more addresses with resources most companies already have.

Perform minor copy surgery

  1. Promote the email program on every page of your website. If prospects aren’t interested the minute they hit the site, they might be later on. It pays to have a small call-to-action in the corner of every page, even the “About Us” and “Privacy Policy” pages.
  2. Market your email as vigorously as a product. Example: Stick a benefit statement next to the address box.
  3. Add an invite to transactional email. The heavy lifting is already done, since they are a customer.
  4. Include invites in print materials. Example: In packaging or other collateral, stuff a postcard that reads, "Sign up for our newsletter. It’s the #1 way to get the scoop on special deals." Include a URL to the company’s home page, where an email promo is located. Warning: a more specific link name increases the chance of a typo, so keep it simple.

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Reprinted with permission from The Marketing Report, 370 Technology Drive, Malvern, PA 19355, 800-220-5000

We spent $8,458 in post card advertising costs to acquire new accounts and generated 41 times that amount in new account sales within 8 months...
Robert Henuset
Modern Store Equipment