Copyright 2003 Carol
Savvy educational marketers have long realized that the key to
future success in email marketing lies in the development and
nurturing of their in-house email list. Once your customers and
prospects have given you permission to contact them my email,
the opportunity for generating sales and building relationships
is enormous. And, as marketing budgets are constantly evaluated
for ROI, email marketing continues to have the low-cost advantage
over any other form of marketing.
Here are six tips that will help you grow your in-house email
Give Something Away
Make your web site visitor an offer they can't refuse. If they
sign up for your free newsletter or email list, give them something
valuable in return. You can offer free products, free reports,
or a free web-based seminar. With downloadable PDF's, this is
a no-cost way to sample your market.
The first thing a web site visitor should see on your home page
is a call to action to sign up for your free offer. You should
also highlight this in your printed marketing materials such as
your catalog as well as mention it in your advertising and exhibit
signage. Explore other emailed newsletters that reach the education
market and place ads in these to promote your own special offers.
Make it Part of Your Standard Navigation Bar
You don't know what page a web site visitor might enter your site
from so the easiest way to ensure that they will see your offer
is to put it in your navigation bar --"Free Newsletter"
or "Free Gift" will get their attention.
Find a Partner
Explore other companies who offer a complimentary product to yours
and offer to add a check box on your site so that a visitor can
sign up to two offers at the same time – one provided by
you and one provided by your partner. Have them do the same thing.
Educators will appreciate your saving them time and both partners
will benefit from increased subscribers.
Use Signature Files
I've been promoting this marketing technique for years and am
still amazed at how many emails I get from educational publishers
who do not promote their products in their signature files. This
is an effective way to promote your special offers and get people
to sign up for your free subscriptions.
Get Employees Involved
Hold a contest to see how many new permission-based email addresses
can be collected by your customer service staff and give the winner
a gift certificate for a dinner for two. And, for your sales reps,
offer a $50 gift certificate to the person who collects the most
permission-based email addresses at exhibits.
Building up your in-house list of email addresses is an important
marketing strategy that should be a key element in your marketing
plan. Put this objective as an element of a job description in
your marketing department so that someone is held accountable
for this specific task and you'll quickly see positive results!
ABOUT THE AUTHOR
This article was written by Carol Ann Waugh, President of Xcellent
Marketing, a marketing and new business development firm specializing
in the educational and library market. Xcellent Marketing offers
a variety of marketing services to help publishers increase their
revenues and profits from identifying new markets, providing critiques
of web sites and marketing communications such as direct mail,
catalogs, advertisements, etc. as well as developing effective
traditional as well as Internet-based marketing plans. Carol can
be reached at (303) 388-5215 or at firstname.lastname@example.org.