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Email Marketing Best Practices

The Right Way to Build Your List
So you want to build an email marketing program, but you don't yet have a strong database of subscribers. What should you do?

Should you buy a list? Borrow it from a friend?
The answer is a definitive no, not unless you want to be reported as a spammer.

The best, most effective way obtain a good list is to build it yourself. Sound daunting? Building a database doesn't have to be difficult. In fact, it's one of the best ways to streamline marketing strategy to deliver measurable returns. (When you can say "our marketing program added 10,000 new subscribers to our email list," now that's impressive.)

Here's a simple guide to growing a quality permission-based list:

Make your website do the work for you
Your website is one of the best, most obvious places to build a list. Consider this: if someone is on your website, you have a stellar opportunity to transform a web user from an interested party to a loyal patron. Through BlueHornet's eMarketing Suite (eMS), you can include an enticing link on your website that asks users to "Register Now" or "Subscribe Today" for a free e-newsletter, for more information, or for exclusive sales, offers and promotions. Then, build a survey page that is easy to fill out (name and email address are most important). Through eMS 3.0, information is automatically fed into your database.

Use forwarding features
What's the most time-honored marketing method around? Word of mouth. And using your current database to tell their friends about you is a proven way to grow your list. Using forward-to-a-friend and refer-a-friend tools provided by BlueHornet, you can grow your audience exponentially. These tools coupled with creative promotions such as special offers or drawings for those who refer friends, can build your subscriber base even more. But, as with any email marketing method, it must be used mindfully, employing permission-based methods only. For more information about forwarding features click here, or contact your BlueHornet account representative.

Gather names at every point of contact
Email marketing campaigns are best implemented when integrated with and supported by your other marketing efforts. That means your email marketing strategy should be part of your printed collateral, in store and on-location promotions, advertising and trade show booth promotions. Every piece of paper about you should include a link to your website and email subscription information. Post subscription information in your lobby and train staff to gather email addresses from customers at every opportunity. Make gathering email addresses part of your transaction system (like taking money) and make it simple, using a clipboard form. Or better yet, use a laptop that's logged into an opt-in form on your website.

Stand by your privacy policy
When gathering email addresses, your integrity is paramount to subscribers. Craft a privacy policy that is clear and respectful and post it on your website. Include the affirmation that your customers' email addresses are under your protection and that you will not sell or rent them to anyone.

Get creative
Crafting great online promotions is where the fun list-building begins. The opportunities for driving customers to websites and registrations (and ultimately gathering names and email address) are boundless. Consider taking out an ad with a great coupon for your services that can only be redeemed online, offering an online register-to-win promotion for something enticing or offering a gift or coupon when you refer a friend through the website. Of course, these promotions are only effective when communicated effectively, using interesting graphics and clever, concise copy.

Have patience and be diligent
Great lists, like great buildings, are not built overnight. It takes time, often a few years, to grow a list that delivers big returns. Consider list-building a continual process that is constantly integrated into your marketing efforts. With that commitment, your return on investment is much higher than the quick fix a purchased or borrowed list can offer.

A slowly built list ensures that you grow a community of patrons who rarely opt out. Subscribers want to hear from you and purchase from you, and you want to service them the best you can.

With a list like that, the investment is definitely worth the wait.

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