Turning browsers into buyers
By Luc Vezina, Head - Campaigner email marketing

For email marketers, growing a list of loyal opt-ins remains their top priority. Successful companies of all sizes are aggressively utilizing best practice email campaigns, in an all-out effort to grow their lists and turn anonymous browsers firstly into opt-in subscribers, and then on to becoming buyers.

Easier said than done - market analysts estimate that as much as one-fourth of a marketers email list will go bad in the course of a year.

Don't be discouraged. Even though email marketing sounds more like the saying, "two steps forward and three steps back," when used effectively the rewards of a killer email marketing campaign easily outweigh the ROI risks ten-fold. And without question, marketing to a robust email list of loyal opt-ins is the best way to start your business on the high road to success. That being said, consensus among industry experts is:

Start Growing Your Opt-ins Now!

All successful email marketing programs are founded on a single element: a strong opt-in list! And don't fool yourself - the competition knows it too! Without a professional email tool like Campaigner List Builder that encourages communication, captures/collects data through custom sign-up forms, features follow-up welcome emails and is CAN-SPAM compliant with double-opt-in processing; your competitive edge in the market is dead in the water before you even start to swim. That being said, even after you invest in a professional email list growing technology like Campaigner List Builder, there are best practices a marketer can implement to grow a healthy loyal opt-in database that: will attract interest in, build desire for, and ultimately generate sales. Here are 10 top tips learned the hard way.

  • TIP #1: LOCATION. LOCATION. LOCATION.
    Simple enough right...wrong! For whatever reason there remain a surprising number of companies that fail to prominently position opt-in requests, or include email registration requests on the home page of their Web site. If they do, many companies limit their opt-in requests to their home page only. As the saying goes, ask and you shall receive, and the more you ask the more relevant customer and prospect data you'll receive. With the optimization of search engines driving traffic deeper into Web sites and bypassing home pages altogether in the process, it's essential that businesses make the most of this anonymous traffic. Start by requesting email addresses often and in multiple locations. Include opt-ins on every page and go from there. If you're limited to one page only, always choose the first one.

  • TIP #2: OFFER MULTIPLE ALTERNATIVES
    More than ever, Internet users want complete control over what they receive in their mail box. Yet most Web sites fail to empower the prospect with any choices in the matter. Whether it concerns choice of mailing type like a newsletter or an alert, choice of subject matter or even the most basic choice of options and frequency, the prospect is out of luck. In short...separate your Web site from the pack by empowering the potential recipient with an active voice and you'll dramatically increase opt-in response rates. Now that your prospect is in control are you?

  • TIP #3: WEB SITE DESIGN
    Design allows you to control the eye-candy at all times. First the obvious, place your registration information in as many spots that make visual sense as possible. The more locations on the Web site the better. A great start, but if your design doesn't "JUMP" off the screen you could potentially waste a great opt-in opportunity. And always remember call to action or more specifically, when asking for one make sure it's as easy as possible for the recipient to execute.

  • TIP #4: WEB SITE CONTENT
    When it comes to Web Content a little common sense goes a long way. Always give the prospect a head's up, clearly describe exactly what you will be sending them when they register. If possible, show examples of your messages to elevate the prospect's comfort level allowing potential buyer and seller the opportunity to freely communicate. This builds value, trust and security.

  • TIP #5: SECURITY
    Make the prospect's opt-in process as comfortable as possible. On the Web, no pain results in huge gains. Next, don't be afraid! Provide links to your privacy policy and reassure recipient that their address will not be shared without permission (the bane of any SPAM-ed consumer) and play up the safety factor of registering on your Web site.

    Display the SSL (Secure Socket Layers) "closed lock symbol," prominently on your site. Explain the visitor registration process which will probably take you less time than it takes a secure server to communicate with a browser on many sites. Don't be shy, take advantage of every opportunity you have to build trust, even explain what SSL means in detail.

  • TIP #6: CAN-SPAM SHOW AND TELL
    The same goes for CAN-SPAM, promote your Web site's compliancy to it. To add credibility define it, spell out that all your messaging contains an opt-out mechanism, a valid subject line and header (routing) information and the legitimate physical address of the mailer in question. Use show and tell techniques, but be careful even if words are cheap on the Web losing a potential prospect is not. So always back up what you say!

  • TIP #7: FORM FIELDS
    Always choose your form fields carefully keeping this in mind: The better data you collect, the faster your email list grows... and the faster your list grows the faster you can deliver a truly targeted successful email campaign with high subscriber conversion rates. Turning "browsers into buyers" should drive your email marketing strategies from start to finish.

  • TIP #8: INCENTIVE-BASED EMAIL CAMPAIGNS
    Give prospects a tangible reason to offer up their email address. In doing so, you'll increase response rates and simultaneously strengthen relationships. You'd be astonished how many companies out there want "something for nothing," so be creative and you'll shine through the competition.

  • TIP #9: ADD VALUE TO YOUR SITE
    Boost sign-ups by reworking existing content into Top 10's, hints & tips, product news, notification updates, best practices, discount/sales notices, contest/sweepstakes.

    So now you've done everything right...You've prominently positioned your opt-ins, empowered the prospect with choices, clearly described what prospect will be sent, created a knock-out design, illustrated examples of your messaging, provided a privacy link, site security reassurance, CAN-Spam compliancy, chosen your form fields with precision, offered exciting incentives and added value to your site... Sounds fantastic but how do reap the fruit of all your hard work?

  • TIP #10: PERSONALIZED EMAIL
    In short... one final key ingredient: a personalized electronic mail message sent to the right recipient at the right time that will
    • Deliver your truly relevant and targeted message
    • Build on your one-to-one relationship
    • Optimize and increase your response rates
    • Build your brand
    • Drive traffic to your Web site
    • Grow your opt-in lists
    • Implement your loyalty-based programs
    • Turn your browser into your buyer
But don't be fooled, growing a loyal email list is a daunting task but the flip side of not owing one will quickly put you behind the eight ball. So empower yourself and call your own shots. Start today by using the 10 top email best practices tips illustrated above and remember to always use common sense, clear content and above all... heed the expert's advice: Start growing your house list now as it will only get harder in the coming year AND work with professional email tools like Campaigner List Builder to avoid the fate of many business owners moving two steps forward only to fall three steps back!

About Campaigner
Campaigner™ offers Customer Relationship Marketing technology that allows organizations to move beyond traditional product-centric marketing to create relevant communications with customers, resulting in long term, profitable relationships.

About the Author:
Luc Vezina is Head of Campaigner Marketing. He monitors industry trends closely and has been instrumental in helping shape email marketing best practices for thousands of Campaigner's clients. Campaigner is a founding member of the Email Service Provider Coalition.

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