Email marketing, when used properly, is a very powerful tool for businesses. Despite the fact that it has been abused by spammers, with the right techniques and the right approach, it can have a dramatic impact on sales.
Let’s take a look at what you need to know to make sure that your next campaign is a success, and discuss some pitfalls that you’ll need to avoid.

List Building Made Easy

The first step to effective email marketing is list building. In some cases, it can take years to build a responsive list, but there are a few shortcuts that you can employ to speed this process up.
First, you’ll need to come up with an incentive that will make people want to join your list. Whether it is a free gift that is related to your niche, or simply a helpful newsletter that contains tips that will appeal to your audience, this incentive is vital.

In order to convince a future customer to join your list, you have to give them something with a perceived value. It doesn’t have to be extravagant, but it should make the decision about whether or not to reveal their email address to you an easy one.

Using a double opt-in system is the best way to build your list effectively. In fact, many web hosting companies now require this step before they will allow you to use their servers to send out emails. Even if you decide to use a third party list application, double opt-in is the best way to go.

This is also known as permission maketing, and will make a difference in the type of response you receive. Although you may have a smaller list if you utilize double opt-in techniques, it will be a list comprised of those who are truly interested in your product or service.

You can look at it this way – would you rather waste your time with a big list of 5,000 people who are not really interested, or with a list of 500 people who continually make purchases?
Third party list applications, such as AWeber, make it easy to manage and keep in touch with your list. Beginners are better served by using a proven service like this instead of trying to host and mail their list on their own. Most third party list servers will make permission maketing much easier.

Once you have your list, you don’t want to lose the momentum you’ve worked so hard to build. It is very important that you keep in regular contact with them. Typically, you will want to send out at least one message per week to keep those lines of communication open.

List building is an activity that should be continued, even after you have a solid base of subscribers. This will help you beat attrition rates, and assist you in continually reaching out to new markets.
Now that you know what to do, let’s take a look at some techniques you will need to avoid.

• Failing to use permission maketing. It may seem easier to simply collect email addresses, without adding the double opt-in step, but in the long run, you may regret it. Take the time to build your list the right way.
• Over communicating with your audience. One email a week is sufficient, and occasionally two if you have something special to discuss. Any more than that may be considered spam.
• Getting too friendly with your audience. Developing a rapport is one thing, but if you’re discussing your fabulous vacation instead of topics your audience wants to hear, your unsubscribe rate will go up.
• Falling out of touch. Your email list is only effective if you use it. Some weeks it may be difficult to find something to discuss, but with a little effort, you can keep those lines of communication going.
• Failing to introduce new products or services. If your business does not evolve, your list may grow stagnant. Don’t stop innovating.

The best time to start your list is right now. Don’t put off using this powerful tool that can help you grow your business. In time, the effort will pay off.

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