Building a Mailing List How I did mine
Building a Mailing List How I Did It
and
The Unvarnished Truth
OK, I am no rocket scientist or brain surgeon and I ain't even good on a computer but I know enough to email and peck out a passable newsletter. Here are a few ramblings about list building. This is sort of random and jotted down while having coffee and getting ready to go pack orders from the last newsletter. Newsletters work for me!!
Over the years I have attended many trade shows and similar events. I would only invite people to join the mailing list that actually bought from me, my thought is why waste time with non buyers. There are many people out there that will sign up for anything at those events and most are time wasters.
When I get an inquiry from a potential customer I always ask if they would be interested in receiving my news letter. Most give their email address and permission to add them. I figure if they go to the trouble to email or call then they are a good lead.
Many of the sign ups I get are from chat groups and bulletin boards that pertain to the nature of my business. When I do a news letter I archive it on my web site and I will post a link to the news letter on these boards so they may read the latest news letter and of course there is always the invitation and little opt in box to make it easy for them to join.
When I invite someone to join I always ask them to tell any of their friends that are interested to email me so they may join. If I forward a news letter to someone I ask them to forward it on to anyone they feel may be interested.
At or near the bottom of every newsletter I have ever sent I always put the phrase "Have any friends that may be interested in the information here? Don't crumple up and throw out this old newsletter, how about sending it on to them!! They may enjoy it!!!" Corny? Yes a bit but change up to suit your self, it works!!!
I usually offer a special to those that receive the newsletter. When someone reads it and wants the "deal" they are prompted to join so they can get the good deal!!!
I always archive my newsletter, people that visit my site can go back and look at the last one or two I have sent out. They see what they miss and many will sign up to get the news about new releases or specials. My specials are always dated and will expire. ( I get visitors that will read the expired specials and whine "but I didn't geeeet the newsletter so I could get the special....can I still geeet it???" OH MY, says I, Sorry I am fresh out however you may join the mailing list and you will get in on the next deal!!!!) * (see footnote)
Oh My! you say, it will take a while to build that way......YES it will but the main objective is have a quality mailing list, you will get a much higher open and read rate, your newsletters will be passed on and you will get more new sign ups, and the most important thing is MONEY, I have always gotten a spurt of orders after a good mail out.
Unvarnished Truth Part
Wanna buy or lease list?? Why would you do that? I dare say most are outdated and it is like a shotgun blast to nowhere. You get 10,000 names, your open rate is zilch, your spam rating goes through the roof, you are nowhere!!! (I am one that hits the spam button when I get stuff I do not ask for) If people like your stuff and are interested they will join your list!!!
For goodness sakes folks, have good content. Use your spell checker. Do not send the same old same old on a weekly basis. You will experience the dreaded "Unsubscribe Syndrome". Offer good tips, something about yourself or something that is not just sales.
DO NOT as in NEVER announce a price increase but then in the same sentence offer a special on the item if they act before the price goes up. Double negative deal and insulting to most. Get out your old hard cover marketing books and study up....
Well, I have rambled enough, have to get to work. Have a great day, be happy and prosperous!!! Above all be productive!!!
* Sure, I am tough...but I will relent and say "Well just this time and just for you!!! Please do not tell anyone I am such a push over". Makes em feel special!!
and
The Unvarnished Truth
OK, I am no rocket scientist or brain surgeon and I ain't even good on a computer but I know enough to email and peck out a passable newsletter. Here are a few ramblings about list building. This is sort of random and jotted down while having coffee and getting ready to go pack orders from the last newsletter. Newsletters work for me!!
Over the years I have attended many trade shows and similar events. I would only invite people to join the mailing list that actually bought from me, my thought is why waste time with non buyers. There are many people out there that will sign up for anything at those events and most are time wasters.
When I get an inquiry from a potential customer I always ask if they would be interested in receiving my news letter. Most give their email address and permission to add them. I figure if they go to the trouble to email or call then they are a good lead.
Many of the sign ups I get are from chat groups and bulletin boards that pertain to the nature of my business. When I do a news letter I archive it on my web site and I will post a link to the news letter on these boards so they may read the latest news letter and of course there is always the invitation and little opt in box to make it easy for them to join.
When I invite someone to join I always ask them to tell any of their friends that are interested to email me so they may join. If I forward a news letter to someone I ask them to forward it on to anyone they feel may be interested.
At or near the bottom of every newsletter I have ever sent I always put the phrase "Have any friends that may be interested in the information here? Don't crumple up and throw out this old newsletter, how about sending it on to them!! They may enjoy it!!!" Corny? Yes a bit but change up to suit your self, it works!!!
I usually offer a special to those that receive the newsletter. When someone reads it and wants the "deal" they are prompted to join so they can get the good deal!!!
I always archive my newsletter, people that visit my site can go back and look at the last one or two I have sent out. They see what they miss and many will sign up to get the news about new releases or specials. My specials are always dated and will expire. ( I get visitors that will read the expired specials and whine "but I didn't geeeet the newsletter so I could get the special....can I still geeet it???" OH MY, says I, Sorry I am fresh out however you may join the mailing list and you will get in on the next deal!!!!) * (see footnote)
Oh My! you say, it will take a while to build that way......YES it will but the main objective is have a quality mailing list, you will get a much higher open and read rate, your newsletters will be passed on and you will get more new sign ups, and the most important thing is MONEY, I have always gotten a spurt of orders after a good mail out.
Unvarnished Truth Part
Wanna buy or lease list?? Why would you do that? I dare say most are outdated and it is like a shotgun blast to nowhere. You get 10,000 names, your open rate is zilch, your spam rating goes through the roof, you are nowhere!!! (I am one that hits the spam button when I get stuff I do not ask for) If people like your stuff and are interested they will join your list!!!
For goodness sakes folks, have good content. Use your spell checker. Do not send the same old same old on a weekly basis. You will experience the dreaded "Unsubscribe Syndrome". Offer good tips, something about yourself or something that is not just sales.
DO NOT as in NEVER announce a price increase but then in the same sentence offer a special on the item if they act before the price goes up. Double negative deal and insulting to most. Get out your old hard cover marketing books and study up....
Well, I have rambled enough, have to get to work. Have a great day, be happy and prosperous!!! Above all be productive!!!
* Sure, I am tough...but I will relent and say "Well just this time and just for you!!! Please do not tell anyone I am such a push over". Makes em feel special!!
Replies to This Discussion
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Permalink Reply by Tom Smith on -
BUILDING YOUR EMAIL HOUSE FILE
If you're looking to build a quality opt in email file for your business, please give me a call to discuss.
We can help build a file through a process called co-registration. That is, we place your opt in offer on a series of quality data collection websites. Once a consumer indicates that they wish to "sign up" to receive email communications from you, we send along the consumer's name postal address, email address, IP address & time stamp of data collection so that you can add them to your house file for ongoing communications.
I can be reached at 513-234-8977 for more information
Tom Smith
President
Prime Target Direct, LLC
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Permalink Reply by George@verticalresponse.com on -
I'm on the Email Delivery & Policy Enforcement team here at VerticalResponse. While the VerticalResponse opt-in form can be used in this manner, co-registration lists are not allowed to be mailed through our system. VerticalResponse can only be used to send email to people who have signed up specifically with your company.
Basically, we do not allow the use of purchased, rented, harvested/scraped or third-party lists, as these lists tend to generate a high number of complaints. Complaints can directly impact our relationship with ISPs. We are extremely strict in regards to the mailing lists we allow in our system, in order to preserve our high deliverability rate for all of our clients.
George Sukara
Email Delivery & Policy Enforcement
VerticalResponse, Inc.
abuse@verticalresponse.com
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Permalink Reply by Steve on
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Tom,
Thank you for the offer however I am part of a market that is very specialized. In my case I have to rely on word of mouth, exposure in the search engines, magazine ads that are specific to the market I am in and a few good trade shows a year to meet the public. I believe my best action will be to creep along and build slowly a customer or two at a time. My goal is customer$ not names on a mailing list.
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Permalink Reply by Antreina Stone on -
Hello Steve,
I've just joined the lounge. The information you gave is solid. I believe also people will sign up for anything, why waste your dollars. I guess lately I've been going through a feeling of fear..not wanting to bug people so often with my mailing. I'm offering discounts, coupons and give-a-ways, I may need to contact a professional..I think I'm burnt out! I'm just putting my feelings on the table, if I talk about it maybe I'll overcome and be about it.
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Antreina,
Thank you for the nice compliment. Let me tell you, there is nothing to fear!!! This ain't a monster hiding in the closet!!! I always enjoy writing my newsletters because I can connect on a personal level with my customers. You can build a rapport with your customers that a "professional" cannot do (IMHO). You know your own product better than someone outside your business so if you are like me you can tell about it better. You will have to tell the professional about it so he/she can put the spin on it but if you really believe in your product you can do it. You will never bug people if you will have good content, don't do the same old offering from one mail out to the next. I usually try to add tips, specials are always good, sometimes I offer free shipping (any where in the world....ouch!) and I always write just like I talk..... above all, keep it fun and positive. I did look at your site and you have "real stuff" to sell, GREAT!!! I do not know the jewelry business so I cannot tell what what to do exactly but you need to point out the unique features of your designs, the quality of workmanship in each piece, and what all else goes into your designs. (see I have ran out of suggestions already for jewelry but I bet you could go on for a good while). There are many good souces about writing a postiive newsletter so get up and do a bit of googling, read up a bit and do it!!!!!
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Permalink Reply by JoAnn Ross on -
I agree that newsletters can built rapport. I'm an author who's been using my newsletter for over a decade to give fans value-added benefits, such as sneak peek looks at book cover art and various versions of back cover copy (some which never makes it onto the books), preview reads of scenes from upcoming books, chatty notes about my life -- there's ALWAYS a gardening report with photos -- then I randomly draw names of people who win backlist books of their choice (which sends them to my website to check out older books), or occasionally, during release week, I'll give away theme gift baskets.
These readers may have bought my books anyway, but the build-up to publication is what, I firmly believe, has them rushing out that first week a title is released, which is important for making the New York Times, USA Today, and other bestseller lists. Three different publishers have commented on the obvious loyalty of these readers, which is in large part due to my newsletter. And the click rate to various places on my website, including the all-important "order now" link, proves to me that it whets their appetite for even more information.
As Steve said, a newsletter, written in your own voice, builds a personal relationship. This fact was definitely driven home to me a couple years ago when I was standing in the reception line at my son's wedding. A young woman came up to me, said she'd been receiving my newsletter for years and it was always like receiving a letter from a friend. And she'd been amazed when she realized that her cousin was marrying "that JoAnn Ross!" :)
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Permalink Reply by Antreina Stone on
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Steve you are the man of the hour!!! From time to time in business you need someone out of the box to talk to. It allows you to think a little deeper and appreciate all the little things that are taken for granted. I'm smiling righ now..my mind is clicking and I will stop being fearful and just do-it!
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Antreina,
I am glad you got stirred up a bit. This is a great medium to connect with customers from all over the world. I am in contact with people I now consider friends as well as customers. As I have developed these relationships I get feedback about what someone is looking for and when I start seeing a pattern in requests I will act on it. You can do the same. Encourage feedback!!
PS. Today I got a call from a customer in Maine, had an idea for a couple of new items and also gave me a recipe for corn pudding!!!! lol, what a combo. The ideas were really good and i will try the recipe this weekend!
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Permalink Reply by JoAnn Ross on
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Oh, Antreina, I so agree with Steve that there is so much you can put in your jewelry newsletter!!!
Not just pictures of items for sale, but why and how you decided to become a jewelry designer, where you get your inspirations for various lines, even what goes into the work. (Have someone take a photo of you working on a piece.) If you've bought some new materials you're excited about, share that. (again with a photo.) Tell prospective customers what you plan to do with them. Keep positive/rave comments from people who've bought your pieces, which are like reviews, and share those.
If you wake up in the morning with a new design idea, share that. Your enthusiasm will be contagious and make people be wanting one of those pieces because they'll feel more connected to the experience of creation.
Yes, people will sign up for anything free, but I imagine your audience is largely women, who'll be hugely interested in those personal insights into the jewelry business. You're a creative person; you can do this!!!
Also, I'd advise reaching out on the various social sites, such as Myspace and FaceBook, which are custom made for your business. I've received a lot of new readers who might not have found me -- military spouses and troops who enjoy my military thriller series, and other, less likely readers who've "friended" me and are now buying my books because they noticed I have rescued dogs, or share other interests in common.
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Permalink Reply by Antreina Stone on
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Ms. JoAnn Ross....Thank you for your good professional advice. I here what you're saying When I get excited over a design, instead of talking to myself, I need to be writing it down and communicating it to my customer's.. I'm always sitting and pondering on what to say and it's right in front of me. I'm so glad I joined this lounge, it will help me to communicate more and get advice from people like you and Steve. I'm so use to creating my jewelry, I need to spend the same energy in writing, and staying in comtact with my customers..before I lose them. Thank you..I'm glad I joined this Lounge..Be Blessed!
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Permalink Reply by Tom Smith on
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George -
You obviously are not involved in the list business. Through this process, consumers are signing up to receive offers from a company. The names which we collect are not "purchased, rented, harvested/scraped or third-party lists". We would ask a consumer, would you like to receive emails from XYZ company....If they indicate yes, that email address is passed along to the sponsoring company. THE CONSUMER HAS GIVEN PERMISSION FOR XYZ TO COLLECT THEIR EMAIL ADDRESS AND COMMUNICATE WITH THEM....This is NO DIFFERENT than a consumer signing up on a company's online form asking to "send me email"
I want to clarify, VR may have a policy against "co-registration" collected email addresses, but it CERTAINLY ISN'T what you make it out to be as MANY MAJOR companies use this process to collect permission from consumers to send them email. This is PERMISSION BASED.
Like many processes, there are good ways and bad ways (pre-checked boxes) to do business.....My business operates with very strict values for consumer privacy
Tom Smith
President
Prime Target Direct, LLC
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Permalink Reply by George@verticalresponse.com on
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If anyone ever has any questions regarding VerticalResponse's policy regarding mailing lists, please feel free to contact us at:
abuse@verticalresponse.com
I would also like to compliment Steve on a great post. You've got some very good tips here, and a lot of valuable information!
George Sukara
Email Delivery & Policy Enforcement
VerticalResponse, Inc.
abuse@verticalresponse.com
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