By Margaret Blake
Business Development Manager, Green Island Interactive
One of the biggest challenges facing any business is identifying potential customers. The internet offers many ways to build relationships and generate leads and this article highlights how to build your database of 'e-mail' contacts which you can use for regular and ongoing promotion.
With a database in place you can send information on products, events, monthly specials, company news, and more. Used correctly, this is a great opportunity to cross-sell to customers and promote to potential clients. Here are a few ideas:
Use Your Website
You have invested time and money in your website and you need to find ways to use this great resource to attract interest and gather information on potential customers. One effective way to do this is to place a 'join our mailing list' box on the home page of the site and, if possible, on each page of the site. Site visitors can enter their e-mail address and the box should be placed somewhere it can easily be seen. The top right hand corner is a good place but as long as it is clear and easy to find, that is the key. Take a look at the Green Island website to see how we have placed the 'sign-up' on the top right hand corner of our Home Page.
Content is King
Entice site visitors to join your mailing list with fresh and interesting content that is relevant to their needs. Site content needs to catch their attention and keep them coming back for more. Prospects are typically looking for information that will help them make a decision to e-mail you or pick up the phone and talk to you. Think of creative ways to get their attention. Remember Green Island is here to help you with any online marketing and promotion.
Give Them an Incentive to Join
Everybody likes to get something for free or at a special offer. It is the same when it comes to doing business on the internet. So why not offer site visitors special offers. Invite them to sign up and win a free round of golf, dinner for two or an Apple iPod. The prizes can be as expensive or as inexpensive as your budget allows. You could also offer 'free' access to interesting articles or statistics that would help them in their decision process.
Privacy
Ensure all site visitors are confident their e-mail address is safe and will only be used as indicated. Add information on the site which details your privacy statement and details on how you intend using the e-mail address. This will increase its effectiveness. Our Privacy Statement can be used as an example or a starting point.
Thank You!
Always thank the visitor once they submit their details. This confirms you have received their information and they are placed on your mailing list for future mailings. Here is the Thank you for Joining Our Mailing List page we use on the Green Island Site.
Double Opt-In
When a site visitor enters their e-mail address it is advisable to send them an e-mail asking them to confirm their interest in joining the mailing list and to confirm the e-mail address is their own address. This is called a 'double opt-in' and eliminates the chance of abuse where someone may submit somebody else's e-mail address without their knowledge and against their will.
Complete Package
In this article we have covered a few techniques you can use to build an effective database of opt-in and double opt-in e-mail addresses. For more information on building a complete messaging campaign, please contact Green Island.
