It’s no secret that email marketing is one of the best ways to grow your business in today’s digital marketing. However, it’s not as easy as it may seem. In order to successfully build your client base through email campaigns, you need the right email marketing list. Simply sending mass emails to anyone and everyone will not only prove ineffective, but it could also lead to a reputation of being considered “spammy", one that you may never recover from.
So how do you get a strong and effective list to work with? You need qualified contacts, which are people who have opted in to your email program. This is perhaps the most difficult part of email marketing, since most people are hesitant to give out their email addresses for fear of being spammed. To overcome this hesitation, you as the business owner or marketer must offer a “hook", something of value in return.
Here are four ideas that you can begin to implement right away:
People don't always have the time to read an article, even a short one. Offering a recorded interview is a great way to get people interested enough in your content to give you their information. For the most effective interview, consider a question your target audience would want answered, then find and interview the person who can best answer it. Sometimes that person may be you, but don’t be afraid to seek out an industry expert. In fact, having an outside source makes the interview more legitimate in the mind's of your audience.
Any ebook is a valuable offer in exchange for contact information. But writing an ebook takes time, devotion, and motivation. If it’s just not your thing, or you simply don’t have the time to spare, consider creating an ebook comprised of frequently asked questions. This gives you something useful to offer your audience with half the development time on your part.
We’ve all seen – and most likely created – those “how to” blog posts. While these pieces offer helpful details on how to do whatever it is you’re discussing, they can be cut down and reused as another great hook for getting email addresses. With a few tweaks, you can have a straight-forward guide to offer your website visitors. Simply take out the details and create a checklist from your bullet points, then title it as a guide.
Live presentations are priceless for people trying to learn the ropes in their respective fields. Most won't think twice about registering for your webinar, provided they believe its content will help them. However, it’s not always feasible to attend these presentations. Maybe someone is interested in your content, but he is unavailable at the time of the presentation. In this case, that person would definitely offer you his contact information in exchange for a recording of the presentation he may have missed.
Creating content to offer in exchange for contact information doesn’t have to be daunting. The important thing to remember is that whatever route you choose for your hook, the offer has to be of value to your audience. Without a creative and helpful hook offered in exchange for contact information, your campaigns will surely suffer. But with minimal effort, you can be on your way to creating a much more effective email marketing list for your business!