Permission Based Email Marketing: 6 Questions To Ask Yourself
Before you begin a permission based email marketing campaign, there are a few questions you need to answer first. By paying attention to your answers now, you will save yourself a lot of time and energy in the future. And it all starts with the first question.
1. Why do you want to create an email list?
Email marketing is not for everyone. But if building relationships by staying in touch with your customers is important, there is nothing better.
Once you have an email list of your customers, you can control when and how often you contact them. You won't have to wait for them to come to your website or walk back into your store.
2. How are you going to gather the names and email addresses for your list?
There are lots of different ways to acquire the names and email addresses for your list. You can have an opt-in box on your website. You can ask your customers to give you their names and email addresses before they leave your store. You can gather this information while you're out networking at business and social functions.
Truth is, it really doesn't matter how you get this information. What matters is that you make every effort possible to ask for the names and email addresses of the people you want on your list.
3. Will you sell or share your list with others?
Maybe you will or maybe you won't. What matters is that the people you're trying to get on your list know what you're planning to do with their information.
Yes, it is true that you are much, much more likely to get the information you request if you promise not to sell or share the information with anyone under any circumstances. But, what do you think the names and email addresses on your list is worth to a buyer if you decide to sell your business? What will you do with your list if someone offers to give you $100 per name?
If there is the slightest chance that you will sell or share the information on your list, you must be forthcoming with that information up front. Play it safe and have a policy that clearly states your position.
4. How big of a list do you hope to generate?
It's not always in your best interest to have a big list. The bigger the list you generate, the more it's going to cost you to maintain the list if you use an email service provider.
The key to list building is to build a quality, targeted list of people who have a high interest in what you do or what you're selling. This way you can focus all of your attention on meeting their specific needs.
If you sell swimming pool chemicals for example, would you rather have a list of 100,000 people who live in your community, or a list of 500 people who own a swimming pool? I think you know the answer.
5. What information do you want to gather?
This is a major pitfall for many people who use email marketing to build their list. Study after study shows that for every additional piece of information you request, your success rate for getting that information drops significantly.
For example, if you have the potential to gather the contact information from 100 willing people, 100 of those people will give you their email address, 50 people will give you their name and email address, 25 people will give you their name, email address and any other piece of information you request. The numbers are not exact, but you get the idea.
I suggest that you ask only for a persons name and email address. And rather than ask for their first and last name, just ask for their name and let them give you what they want. If you need more information, ask for it in a future email once you've established your credibility.
6. What will you offer the people who subscribe to your list?
The key to persuading people to give you their name and email address is to give them what they want, not what you want to give them. Here are a few ideas to consider.
* Product or service discount.
* Inside information about your product or service.
* Tips about how to get the most out of your product or service.
* And audio or video report about your product or service.
* An e-book or e-course about your product or service.
As long as you remember that the purpose of your email is to give your list what they find valuable, you'll do fine. The minute you turn your list into a sales target, you're going to have problems.
Before you begin a list building campaign, consider your answers to these questions. They will help you get off to a smart and hassle free start with your permission based email marketing campaign.
About the Author:
Bob Sommers is a permission based email marketing expert. Join him at http://www.RecognizedExpert.com and learn how you can get the very most out of your targeted email marketing campaign.
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