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Building
Email Lists by Ron Evans
Most
companies are always looking for ways to build their email lists. Large
companies are trying to get email addresses for their existing customers
and prospects, while small or startup companies are just trying to create
any list at all! This article talks about some of the ways you can use
your interactions and marketing efforts in the real-world to help build
your email marketing lists.
Networking
Meetings
From
your local chamber of commerce, to specialized industry groups, the
meetings of many organizations are great opportunities to make contact
with new people. You are exchanging business cards with interested
prospects or possible referral sources, so make sure that you send
appropriate email communications to these people. Start with a personal
email recapping your conversation with them, and letting them know that
you will be adding them to your monthly email list. Don't just start
sending a barrage of email to every person that you come in contact with,
however. Make sure that the person indicated some interest in what you
have to offer first, or your contact will become quickly unwanted.
Trade
Shows
Whether
you have a booth, are one of the presenters, or are simply attending a
trade show, you have an excellent potential opportunity similar to
networking events, but at a much greater scale. Organizing the follow-ups
to people you actually spoke to yourself, and then adding the person to
your personal list is a given. The general information requests gathered
by associates at your booth can be handled in a similar way. Lastly, you
may have organized a giveaway or contest to gather more leads at the show.
These people are frequently less interested in what you have to say, and
more interested in whatever they might be getting or winning. As a result,
it may require secondary contact to obtain the permission to add them to
your regular communications. In general, hitting contest winners with a
"hard sell" is not usually effective.
Seminars
Organizing informational seminars is a great way to build a
healthy relationship with prospects and potential referrers. One effective
technique is to have advance registration, and to ask permission to send
regular emails at that time. This way, even if the person is not able to
attend the seminar, you still have an opportunity to stay in touch with
them. After all, they were interested enough to register for the seminar.
Retail
Locations
Storefront
and retail locations provide many great ways to build your email lists.
Adding fishbowls or point of purchase displays are easy ways to take
advantage of real-world traffic. In this case, where you have a
relationship of some kind going, offering an incentive like a contest or a
customer loyalty program (tenth visit free) is highly effective. You are
giving them more of what they are already getting from you, as opposed to
the trade show example above where they may or may not actually be
interested in what you have to offer.
Events
Concerts, parties, art openings, or any other occasion that
gathers people together can provides an opportunity to build your email
address lists. Having a registration or check in location, or associates
with clipboards working the room are just two ways to make contact. In the
case of events, it is a good idea to offer some kind of incentive to boost
signups. However, make sure that the person can only receive the incentive
via email. This way, you will improve the quality and accuracy of the
lists you are collecting.
Post
Cards/Direct Mail
When
a company has an existing database of postal addresses, direct mail may be
the best way to get the email addresses for your existing customers and
prospects. Again, offering an incentive always helps stimulate a greater
response, and is particularly effective when there is a pre-existing
relationship. This helps increase the typical response rate of converting
postal address recipients to email recipients. Publish a specific, but
simple, web site address on your mailing to direct people to a landing
page with the list signup on your site (www.yoursite.com/special), so you
can repeat the offer from the direct mail piece. This can help increase
the number of people who actually signup.
Phone
Calls
Using
the telephone to get email addresses can be a time-consuming process, but
isn't it time you gave your customers and prospects a call anyhow. In this
case the call will both continue to kindle the relationship, as well as
helping you establish an email based communication point. This will more
than justify the cost of making the call. Inbound calls can be routed to a
special voice mail box ("Dial 5 to receive more information via
email") so you can receive subscriptions from people even when they
are not near a computer, or after business hours.
Contacting
people using the phone will likely result in a certain number of people
asking to be "immediately taken off your list". However,
remember that this is not a bad thing! Ultimately, the focal point of your
marketing should be concentrated on only those people that want to be
marketed to. The rest of your marketing efforts are just to determine who
the correct people are.
Conclusion
Email marketing, like any other form of marketing, is designed to
make contact with people. Leveraging your real-world interactions with
customers into well targeted and respectful email marketing can have a
tremendous impact on the number of clients that you cultivate and
referrals that you receive.
Whether you have a sign-up form on your website or an existing
customer database, complacency is a good list's worst enemy. You must be
in the mindset of name acquisition. Building your list for future
campaigns remains just as important as composing effective email marketing
messages. List management is considered by some in the industry as
the most important aspect of an effective email marketing
campaign. Remember, unsubscribe requests and bounced email addresses
are like inflation, dwindling the size of your list from within. Using
effective methods such as those mentioned in the article above to grow the
size of your list will assist in offsetting the negative effects of
unsubscribes and bounces. Set a goal for yourself. Let's say 100 new
subscribers a month. This will help focus you on growth and not have you
rely on the list you have today. Give this a try while
using some of the methods above, and enjoy watching your list grow
exponentially, For more information, click on to email-marketing-software-resource
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