The Joy of Gathering
Let's face it. One of the biggest set backs to getting started with email marketing is the
gathering of email addresses. If people only loved SPAM, then we could just buy, rent, or
steal addresses and life would be easy. In dreaming this way we can miss one of the
greatest opportunities email marketing has to offer. We sometimes forget that email
addresses represent people and relationships. Business and even life is about
relationships. Because permission based email addresses take time, trust, and attention
to gather, they become an extremely valuable asset to our business. A business with
10,000 email addresses has more influential impact than one with 100 or none. Since the
value of most businesses is weighted on their customer base, more email addresses
means that your business is worth more money to a buyer. It also means that your
business will gain a significant advantage on your competitors. Gathering email
addresses is like picking up small pieces of gold. Over time it really adds up. So we
should be excited about gathering email addresses. It is a relatively easy way to build
value, effectiveness, efficiency, and a competitive edge on other businesses. With that in
mind, it seems wise to consider how we might maximize our gathering efforts. Here are
some ways to glean the most email addresses.
The Ploy of Gathering
Here are some great ways to get the most out of your email address gathering.
Communicate Protection
When people give their email address they are trusting that we will use their email address
with their best interest in mind. No one wants to be swamped with SPAM, so it is important
that we communicate to them how we will use their email address. A simple statements
like, "Sign up for our email newsletter and special promotions!" and "Privacy is important to
us; therefore, we will not rent, sell or give your name or address to anyone!" will glean
more trust as you ask for email addresses.
Communicate Incentives
People are much more likely to give their email address if you give them an incentive.
Restaurant owners might give a free appetizer or dessert. An imprinting shop might give a
free T-Shirt. A travel agent might put names in for a free vacation. Whatever your
business, incentives can increase your gathering.
Communicate Everywhere
Store Counter: Place a guest book and a table tent at your counter that asks for your
customers email address and offers an incentive.
Restaurant Tables: Place cards on your tables with incentives for email addresses and
teach your wait staff to encourage people to sign-up.
Phone: When customers call, ask if they would like to receive specials and promotions
via email. On average 57% will say, "yes".
Trade Shows: Place a basket or fish bowl with a banner to receive a gift with each email
address. Make sure you communicate what the email addresses will be used for.
Website: Place a sign-up box (like you see on this page) on each of your website pages.
An automatic welcome letter can be created with a coupon with your incentive included.
Email: If people forward your email then it is wise to have a sign-up box on it, so new
individuals can be part of your email list as well. An automatic welcome email can be sent
as well.
Thank you for reading our Hint&Tips newsletter. I hope we gave you some good ideas to
try. For more training, look at the Trainings page and our Events page to see the
schedule of classes that are available. Good luck as you gather.
Seminar
Let's face it. One of the biggest set backs to getting started with email marketing is the
gathering of email addresses. If people only loved SPAM, then we could just buy, rent, or
steal addresses and life would be easy. In dreaming this way we can miss one of the
greatest opportunities email marketing has to offer. We sometimes forget that email
addresses represent people and relationships. Business and even life is about
relationships. Because permission based email addresses take time, trust, and attention
to gather, they become an extremely valuable asset to our business. A business with
10,000 email addresses has more influential impact than one with 100 or none. Since the
value of most businesses is weighted on their customer base, more email addresses
means that your business is worth more money to a buyer. It also means that your
business will gain a significant advantage on your competitors. Gathering email
addresses is like picking up small pieces of gold. Over time it really adds up. So we
should be excited about gathering email addresses. It is a relatively easy way to build
value, effectiveness, efficiency, and a competitive edge on other businesses. With that in
mind, it seems wise to consider how we might maximize our gathering efforts. Here are
some ways to glean the most email addresses.
The Ploy of Gathering
Here are some great ways to get the most out of your email address gathering.
Communicate Protection
When people give their email address they are trusting that we will use their email address
with their best interest in mind. No one wants to be swamped with SPAM, so it is important
that we communicate to them how we will use their email address. A simple statements
like, "Sign up for our email newsletter and special promotions!" and "Privacy is important to
us; therefore, we will not rent, sell or give your name or address to anyone!" will glean
more trust as you ask for email addresses.
Communicate Incentives
People are much more likely to give their email address if you give them an incentive.
Restaurant owners might give a free appetizer or dessert. An imprinting shop might give a
free T-Shirt. A travel agent might put names in for a free vacation. Whatever your
business, incentives can increase your gathering.
Communicate Everywhere
Store Counter: Place a guest book and a table tent at your counter that asks for your
customers email address and offers an incentive.
Restaurant Tables: Place cards on your tables with incentives for email addresses and
teach your wait staff to encourage people to sign-up.
Phone: When customers call, ask if they would like to receive specials and promotions
via email. On average 57% will say, "yes".
Trade Shows: Place a basket or fish bowl with a banner to receive a gift with each email
address. Make sure you communicate what the email addresses will be used for.
Website: Place a sign-up box (like you see on this page) on each of your website pages.
An automatic welcome letter can be created with a coupon with your incentive included.
Email: If people forward your email then it is wise to have a sign-up box on it, so new
individuals can be part of your email list as well. An automatic welcome email can be sent
as well.
Thank you for reading our Hint&Tips newsletter. I hope we gave you some good ideas to
try. For more training, look at the Trainings page and our Events page to see the
schedule of classes that are available. Good luck as you gather.
Seminar
Hints & Tips Newsletter
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