Building Opt-In Mailing Lists
- by Paul Nichols
E-mailings should definitely form a significant part of any
webmaster's marketing mix. According to recent GartnerG2 research,
e-mail marketing is doing its best to put direct mail out of business.
Marketers will tell you that sixty percent of all direct mail campaigns'
success can be attributed to the list itself.
Building the List
Your house list is an asset that you can't afford to ignore, according
to consultant Jeanne Jennings. But it may be in sad shape just now:
Some don't have a house e-mail list. Others have a list, but the names
are all clients or previous buyers, not prospects. A small number
have some form of a house list, but usually its origin is murky (did
these people really opt in?), it's a static group (no growth), or
they've been e-mailing it and the response rate is approaching zero
(if it's not already there). [2]
Nevertheless, your own house list is likely to outperform anything
you could rent or buy, and it's free-well worth the effort of developing
it: "Growing your in-house list will lessen your dependence on outside
lists in the long run, thus reducing your costs. It's an investment
in an asset you can leverage many different ways." [2]
There are many ways to easily and affordably accelerate the growth
of your opt-in list. Barry Stamos, of the interactive direct marketing
specialists, Inbox Marketing, recommends webmasters "capitalize on
all touch points with constituents for data collection. Start by identifying
all areas of exposure to your brand (on- and offline). Next, consider
which of these can directly or indirectly help you obtain the requisite
data." [7] He offers the following examples of common ways to leverage
channels at minimal cost:
- Web site. A Web site is a powerful tool for data capture and
supplying information about your e-mail offerings. Ask for your
visitors' e-mail addresses and permission on every form on your
site.
- TV, print ads, direct mail, brochures, and radio. Take advantage
of existing marketing to drive traffic to your site. Benefit from
sign-ups for e-mail services. Add a call to action to all copy in
planned media buys and deliverables. Suggest people visit your site.
- Sales force/customer service representatives. Educate your staff
on reasons why recipients will benefit from your e-mail communications.
With buy-in, they can best position the offer by asking people if
they would like to receive account updates and specials via e-mail.
- Point of sale. Place a sign-up form at (virtual?) cash registers
and other visible, high-traffic locations to gather e-mail addresses.
Let people know they can receive notices of upcoming sales by supplying
their full names and e-mail addresses.
- Trade shows/conferences. Offer a giveaway (such as a digital
camera) or sweepstakes entry in exchange for explicit opt-in. Display
a sign-up sheet or laptop so people can register. Mention value-added
e-mail services in pre- and post-conference mailings.
Part One: Building the List
Part Two: Outsourcing
the List
Part Three: Opt-In,
Opt-Out
Part Four: Sources
& Resources
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