Some companies will pay thousands of dollars just for the privilege of sending out ONE mailing to a reputable rented email list. Sounds crazy, right?
Know what’s even crazier? Companies have the opportunity to get a better, more targeted list of email addresses, for an unlimited time, for FREE, and are not taking advantage of it. Yet that’s exactly what businesses do when they don’t make it ridiculously easy and compelling for users to sign up for their newsletter or email updates. According to email guru, DJ Waldow, this is the #1 mistake that companies make with regards to business email marketing. After all, no email addresses, no email marketing for your business. Fortunately, this mistake is also one of the easiest to fix.
As an email consultant, Mr. Waldow sees the good, bad, and the ugly when it comes to newsletter lists. Some of the mistakes he sees most often are listed below.
Here are some of the most common ways many companies fail at signing up users:
- Only putting an opt-in for a newsletter in one place. Some companies hide the opt-in for their newsletter in their website footer. As if it’s a copyright. Instead, make sure it’s above the fold on your home page and in other places where users would organically think about requesting updates –like your blog. If you ask users to register for anything on your site such as white papers, e-books, or webinars, make sure to include an opt-in for your newsletters within the form.
- Not providing a compelling reason to sign up. Why should users sign up for your updates? Be short, specific and compelling. Here is one of Mr. Waldow’sfavorite examples.
- Requiring a double opt-in. When you sign up for a newsletter, you assume you’re going to get it. Why send another email saying—“Hey, just want to be extra sure this is you so click this link or you won’t get our newsletter.” That’s just extra work for everyone and a chunk of people will never open that email. On the extremely off chance someone entered someone else’s email address for a newsletter, that user can just hit the unsubscribe button when you send out the first email to them. It’s far less likely that someone else subscribed for them and far more likely that they signed up themselves, but won’t open the email asking them to opt-in again.
When done right business email marketing can deliver a higher ROI than paid search or advertising, and has measurable results. But instead of buying some outrageously expensive or questionable email list, just make it easier and more compelling for users to sign up for yours.
Bonus Tip: Creating a compelling message to entice people to sign up for your business’ newsletter can be really hard. After all, who wants ANOTHER business newsletter in their inbox? Instead convince them with a piece of amazing content they really want. Offer a white paper or e-book download on your site that is chock full of great information your audience wants and include an opt-in that says something like, “Yes, I want more great content like this” in your download form. Or, here’s a real example: our 52 Tips, Tricks, and Insider Secrets for Handling the Holiday Rush. Get creative with your business email marketing campaign and watch your list grow.