Why you should build a database of email subscribers for your business . . .

With postal costs being a major deterrent to traditional direct mailing campaigns, email marketing has proved to be a very cost-effective alternative in today’s economy. Of course, marketing through emails can be done to a purchased mailing list which gives mass mailing a whole new perspective. However, it is still best to build your own database of email subscribers or users.

Firstly, it negates the cost of buying email lists which are so large that they can hardly ever be verified as being valid or currently active. More importantly, it ensures that you are targeting potential buyers or addressing prospects that are interested in the subject area of your business. Contrarily, writing to purchased email lists is nothing but the electronic form of cold calling and runs a very high risk of being disregarded as spam.

That said, building an email database isn’t as simple as putting a “sign up” link on your website. Most users share their email address only after repeated attempts to win over their trust. So start asking for email addresses with every piece of marketing you ever undertake. Others are likely to join or subscribe only when they are incentivized to do so. Therefore it is a good idea to offer something free on signing up, such as an e-newsletter or an e-book. However obvious it may seem, a written assurance via the site’s privacy policy that the email database will never be sold to third party sales companies goes a long way in winning over a potential subscriber’s trust. Also include an option for users to choose whether they would like additional information or offers from your site.

To drive traffic to your website and thus the sign-up link, you need to employ Pay Per Click (PPC) or free advertising strategies. While Google and Yahoo are the best bets for the former, article writing, blogs and forum participation are a good way to generate free traffic to your site. Another fantastic way to increase awareness about your newsletter or website is to exchange banners or links with an affiliate or co-newsletter provider.

One of the easiest ways to build a database (that most people overlook), is to use your existing customers to find new ones. Always offer a link to your sign up page on all your marketing materials. If your readers like it they might forward it to their friends, possibly resulting in new subscribers. You may also allow others to reprint your content so long as the credit byline is maintained.

Once you have built a substantial database you can market to your customers through the growing internet medium at a fraction of the cost of traditional marketing tactics.



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These days, building your email database is a key strategy to growing your business, both online and offline. I don’t mean just focusing on having BIG numbers on your list; what you want to build is a quality database.

How to do that?

Here are three tips:

1. Participate in an affiliate campaign. That means agreeing to offer a bonus product to the launch of someone else’s product (book, eBook, audio CD, program). You agree to promote their product to your email list in exchange for a commission on any sales that come from your list ($ in your pocket) as well as increasing your visibility to prospective buyers thus driving traffic to your website. People come to your website and sign up for your mailing in order to claim your bonus = increase in your database.

2. Are you a good writer? Pick some topics you’re an expert on and offer them to article submission sites . There are tons of sites that accept free articles or you can pay to have your articles listed. Be sure to write about content-rich subjects you really know about that offer value to the reader. If you’re serious about having your articles attract traffic, hire a VA to handle this task. There are hundreds (maybe thousands!) of article submission sites and taking on the job single-handed is daunting and costly. I’m talking HOURS and HOURS taken away from your business that could best be invested elsewhere. I chose a VA to handle this task for me rather than use an article submission service. Why? I’ve heard that spam dramatically increases when using article submission services. No thanks. I’m already deluged by spam.

3. Write a blog. Search engines love blogs. Be sure to offer readers information of value on topics you have an expertise and enjoy writing about. Do you homework and read up on blogging strategies for driving traffic to your site so that you are maximizing your time and energy.

A few additional comments on building your database… ok, I admit this is more of a rant. I often find I’m subscribed to someone’s ezine or email list without permission. This can happen when I meet people at networking events and we exchange cards or I contact someone and they just add my email to a mass mailing list. Often, I mysteriously get emails from people I’ve never heard of who have somehow gotten my email address. You may not realize that on some sites, your email is captured the moment you click on the site.

By assuming people want to become part of your network without gaining their permission to say, “Yes”, you might be sabotaging a potential business relationship. To me that’s just another way to spam folks.

To be added to my mailing list or blog, you must either confirm your subscription or be sent a one-time mailing from me with an invitation to join. At the bottom of mailings, be sure you have a link to unsubscribe or change subscriptions so that people remain in charge of whether they wish to hear from you or not.

That’s why I appreciate the emails that request confirmation of agreement to “opt-in” to a mailing list. Even though it’s an extra step, I find that being asked to join with someone gives me choice - something I respect and need. Listen, I have no problem with one-time samples of newsletters or ezines that give me the option to subscribe.

One of the keys to success is developing quality relationships with people whether they are clients, colleagues, friends, prospects or visitors. In my opinion, growing your business and your database means being a person of integrity and treating others with respect - you know The Golden Rule: “Do unto others…”

Bottom line - pick marketing strategies you enjoy and have fun with them!



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