A friend of mine, who likes to experiment with such things, subscribed to ten different opt-in e-mail marketing lists. He wanted to discover which ones were the most effective and which ones were not. There are a lot of web sites and online businesses that are using permission based email marketing to send promotional materials to subscribers. Opt-in email marketing sends newsletters, catalogs, product updates and many more types of promotional materials to people who have agreed to receive these types of materials in their email inbox.
A subscriber who is on the opt-in list will receive these updates through their email. If the promotional material catches their interest they can then go to the originating site in order to learn more or to even make a purchase of the advertised product. For the web site owner, this email represents a great opportunity to remind their subscribers of their continued existence as well as providing an good way to advertise their products and services.
Let’s now return to my experimenting friend. His goal was to try and find out which opt-in marketing strategies really grabbed a subscriber. Which emails encouraged the subscriber to beg for more? Some of the lists he subscribed to would send in very simple fashion. Others produced very outlandish mailings. However, there were some that were in between these extremes. Some had gotten the idea of an effective opt-in marketing strategy while others had clearly failed at it. If they were effective that meant that he wanted to go to their site and learn more. A few really persuasive ones even had him reaching for his wallet.
There are as many ways to present promotional materials as there are companies to present them. Each company has their own distinctive style and designs. That is a given. However, there is more than just the outline and the presentation. The content and the articles are what attracts and keeps the attention of your subscriber, aka potential customer, locked on to your opt-in marketing spiel. Creativity is the key.
From discussing this with many satisfied and dissatisfied opt-in list subscribers, here is what I have discovered as to what is essential in opt-in marketing, in particular, what makes subscribers beg for more instead of simply unsubscribing from the list.
Light, Creative and Original
Many people could care less about getting yet another stuffy business proposal or a generic sales spiel. A warm and friendly article or picture is almost always a lot more welcome that a stodgy sales letter. Although you do want your customers to take your promotional materials seriously, you must also show them that you know how to have fun as well.
Splash Some Color
It is a great idea to include some photos and other graphical elements in your newsletters. This helps keep the mood light and eye catching. Effective use of this method can greatly encourage click throughs to the site.
Good Content
Of course, having good content is essential. You may need to invest in an experienced, professional, copywriter to write these articles for you if you can’t do it yourself. Also, it should entertain and inform as well as trying to lead them to buy from you.
Outline Benefits
A good article, or ad copy, should outline the benefits of your product and services to the reader. It will let your subscribers know why they need what you are offering. However, you should not look to overeager, desperate or too much like a huckster trying to con your readers.
Be Clear and Concise
Don’t leave people guessing. Your promotional opt-in list email materials should be clear and concise. Your goal is to lead them to your site, not to lead them away. Make sure that you explain to them what they need to do in such a way so that they won’t be confused. You should also try to anticipate also what your subscriber needs. This is all just a matter of you doing your research.
Good Images
You should provide clear and crisp images of what you are offering. If your subscribers know what you have in store for them, they are more likely to want to see more of what you have to offer. You should only provide a taste though and encourage them to go to your site for more.
