For many marketers, the gold is literally in the list.
Networking
Whether you have an online or offline business, networking has always been an effective way to build relationships and generate sales. There are numerous organizations such as: Small Business Support Centers, specialized industry groups, charitable organizations and business clubs that get together to share ideas and support one another. In Best Practices for Email Marketing | Copyright iContact Corp. 2009 13 most cases, during a meeting people exchange business cards. Ensure that you are receiving explicit permission from these individuals prior to adding them to your email list.
*Tip: After a networking opportunity, get in the habit of sending a quick email message (no more than 3 days later) to all the people you spoke with. Start by recapping your conversation then ask them for permission to be added to your email list.
Trade Shows
Trade shows are an excellent resource for good sales leads; consumers that attend trade shows tend to be some of the most qualified buyers. After all they’re paying an entrance fee to come to a show that is of great interest to them. To build up your database, guest books, contests, sweepstakes, or membership or discount cards work well. If you’re in B2B sales, consider going to a trade show for the sole purpose of gathering leads. As long as the majority of exhibitors would be part of your target market this is a wonderful resource for top quality contact information.
*Tip: Send a follow up email to everyone from the trade show. Mention that you met them at the trade show booth, explain how you can help them and ask permission to include them on your email list.
Seminars
Seminars are a wonderful opportunity to solidify relationships and give clients a value added service. Whether you put on a free seminar or charge an attendance fee, seminars give companies an opportunity to interact with their customers in an entirely different environment. It’s perfectly acceptable to hand out sign-up forms at public speaking engagements or seminars, so seminars are a perfect opportunity to have customers “opt-in” for another value added services, such as: newsletters, training workshops, whitepapers, product trials, etc. One effective technique is to offer advance registration, and to ask permission to send regular emails to update customers during the promotion. By doing so, in essence you have permission to communicate with those that may not be able to attend a particular seminar, but were interested in receiving information.
Point-of-Sale Sign-up Forms
Retailers have an ideal opportunity to interact with customers and gather information for their database. If you’re a retailer, consider adding a point of purchase display that offers a free subscription to your newsletter. Make sure you include the benefits of signing up for the newsletter such as product coupons, special news updates, and valuable related content. Also include approximately how often the person will be contacted.
Events
Parties, concerts, gallery openings, or any other occasion where people gather together provide an opportunity to build your email address list. If you’re hosting such an event, consider having your guests fill in a registration form or go to a check-in booth to leave their contact information. Another possibility is to have an associate with a clipboard work the room. It’s always a good idea to offer some kind of incentive to boost sign-ups, however, make sure that it’s an incentive that can be delivered by email. Best Practices for Email Marketing | Copyright iContact Corp. 2009 14 Customer or Prospect Calls
Whenever a customer service representative has a customer or prospect on the phone, it’s a perfect opportunity to obtain additional contact information, as well as information about specific customer preferences. Consider instructing all customer service representatives, call center staff, as well as your sales staff to ask customers and prospects a few vital questions that would help out your email marketing campaign. By asking good questions you will show your customers and prospects that you care about their opinions. Studies show that when good questions are asked, it gives the perception that the inquirer is knowledgeable, caring and courteous.
Post Cards
Post cards can be a cost effective way to approach prospects and customers and get them to opt-in or subscribe to your email promotions. It’s especially effective for customers that have given you their mailing information but not their email address. Consider sending a post card with your website address and an enticing opt-in sign-up offer that would be of value to your customers and prospects.
Catalogs
Regular catalogs that inform customers and prospects about products or services are an effective way to remain in the forefront of your customers’ minds. The downside is that they can be costly to produce and unless your catalog can generate sales, it can be a fairly expensive marketing tool. Consider creating an electronic catalog that can be emailed to customers in a user friendly and widely accepted format, such as a PDF.
One-to-One Email Messages
Many non-selling employees, such as accounts payable, or repair and maintenance personnel communicate regularly with prospects or customers directly via email on a one-on-one basis. By embedding an opt-in request and enticement within employee email signatures, you can increase your exposure and build up your database with every message you send.
Other Places to Include Information on How to Subscribe to Your Newsletter
- On customer satisfaction surveys
- On product shipping forms
- In confirmation or transaction emails
- On credit card receipts
- On warranty and product registration cards
- On Invoices
- Within articles
- Within press releases
- On trade show lead forms
- On sweepstakes entry forms
- On shopping cart order forms
- Company publications