|Email Marketing and Permission Marketing|
|Monday, 26 November 2007 17:00|
Permission Marketing — Opt-in Marketing
Permission based email marketing is great way to keep customers coming back to your website, so much so that in most cases, websites on the Internet can not afford not to have a permission marketing sign-up or focus. The reality is however, that only a fraction of websites on the internet do permission based email marketing. Permission based email marketing is a necessary ingredient for success on the internet.
There are different focuses on the on how to build your “opt-in” or permission based email marketing list and we will discuss those later as well. But essentially some people just want to have the biggest permission based email marketing list possible, other people want to build a list for a demographic awhile still others may want to build a permission based email marketing list of people who have demonstrated a willingness to buy.
You absolutely do not want to get involved in an email marketing campaign that includes spamming of any kind or any other abusive or discourteous email marketing and internet marketing. Spamming is its broadest definition is "any email advertisement that is 'unsolicited' by the person receiving the email". Permission based email marketing is the proper use of email, because everyone you send an email to has previously opted-in to your list and thereby given you their express permission to send them email marketing when they subscribed to your newsletter or other promotional sign-up.
Content and Trust
When subscribers get an email from you, how will they perceive you and the information your are sending them? Will it be a newsletter with articles, ideas, tips, recipes, jokes, news, etc…? Or will it simply be a periodic mailer inviting subscribers to a private sale (complete with a digital coupon)? How often will you send it out? Can subscribers unsubscribe at any time? Will you keep their email addresses safe and not give them out to anyone else? Is it free?
People are not likely to subscribe to your permission based email marketing list without you giving them a reason why they need to subscribe or without creating an incentive for them to want to subscribe to you permission based email marketing. Visitors to your site must perceive some benefit from subscribing. You will want to give potential subscribers good information or an incentive to make them want to subscribe. Nobody want’s to just be on another permission based email marketing list; and they will likely want to know that you will not sell or share their information with third parties.
Now that you have a permission based email marketing list you need to deliver on what you promised. Don't send mailers too frequently, and make sure the content is as specified and has value for the subscriber.
Remember that you will have to create and manage the content for your newsletter. Doing a daily, weekly or even monthly content scheduled newsletter takes time and effort. Don't do anything more than what you feel comfortable doing. At minimum you should do a periodic mailer with special offers (with digital coupons). Keep in mind however, that the more value you offer to potential subscribers on your permission based email marketing list, the more subscribers you will get.
Building Your Permission Based Email Marketing List
In this article I deal with the basics of getting subscribers to your new mailing or "Opt-In" list. Your biggest source of subscribers to your newsletter is your website itself. Your website should include the following:
These three things will form the core of your subscription growth.
Autoresponders are systems that allow you to automate the gathering of email address for use in your email marketing. There may be an autoresponder function built into your website builder or it may be something you need to purchase separately. An autoresponder for instance would allow you to have people signup on an permission based email marketing list or opt-in list like a newsletter sign-up where they are requesting you to send them something and they are giving you their email address. When they sign up, the autoresponder will automatically send them the item they signed up for, usually after they confirm their subscription in a email confirmation request. You would of course need to provide that newsletter or other item ahead of time for to the autoresponder for use with your permission based email marketing list.
Autoresponders could help you send out a special promotion to your permission based email marketing list to bring people back to your site. The more people you get on your list generally the better your list is going to work for your. However, if you do something to get people to sign-up on your list that are just looking for something free it may make your list less valuable. Customers are great people to have on your list. The have already demonstrated a willingness to purchase from you. People who have signed up for you newsletter want information from you or want information about your products.
Design your permission based email marketing list building process to attract the type of people you want on that email marketing list. Consider what kind of person do you want on your list when putting together the method of building your permission based email marketing list. Do you want it focused on a certain type of person or just people who demonstrate a willingness to buy. The strategy you use to gather the information will help you to build a permission based email marketing list that meets the criteria you want.
If you need to get an autoresponder service, there are a few of criteria you may want to consider. The first is “what am I willing to pay for an autoresponder service”. There are free autoresponder services, however, if they are free they will most likely want to send advertisements with the messages you send out. There are inexpensive services that are probably about $10-$20.00 a month that will have limited functions and allow you to send messages without advertisements. There are slightly more expensive autoresponders that will cost more in the range of about $30 with the ability to do a wider variety of permission based email marketing and have internal tracking for email marketing list.
One very popular autoresponder is www.getresponse.com and it has a good reputation and a high delivery rate because it has good email sign-up confirmation processes in place. Other good ones are awebber.com, autoresponder express and emailaces.com But make sure you do a little checking and find a system you are comfortable with, that is easy to use, that you can afford and that has the features you are interested in.
Email Marketing FAQ
Q - Does anybody ever actually subscribe to these newsletters?
Q - What kind of content should my newsletter contain?
Q – Why is this not Spam?
Q – What about the format of my newsletter? Should I do text or html?
Permission based email marketing is an important aspect of your website marketing activities and you can use autoresponders to help you build your permission based email marketing list in a fashion that will allow you to avoid spamming complaints because you have the customers permission to email the items in your permission based email marketing campaign.
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|Last Updated on Tuesday, 15 April 2008 06:28|