An
email campaign is only as good as the list it is sent to. The question from marketers then becomes, “How do I build a great email list?” The following tips can help all email marketers build their most valuable asset; the email list.
1. Make good use of your Email Service Providers' multiple forms feature. Make it easy for people to sign up for your list on your Web site. You do not want to lose out on the opportunity to sell to prospects that may not be quite ready to buy. Include a sign up form on every page of your site.
2. Promote the benefits of signing up for your list. Provide premium information that would be useful to your subscribers, offer special discounts, and so on. That is, give people something compelling in return for signing up for your list. It is human nature to like getting a gift.
3. In addition to your Web site, think of other contact points where you could offer email list subscription: point of sale, over the phone, in person, etc. In all these cases, set proper expectations on what they are signing up to receive.
4. Collect more than just the email address. It is good idea to obtain the name and some areas of interest that you can later use to segment the list to send more relevant emails.
