See Andy's other stuff:

LinkedIn
RSS Feed

Follow Andy

Contact Me >>

#1.02: The “Grow Your Email List” Issue

1 > Find a Buddy: Use co-promotion to share subscribers
2 > Offer Paradise: Build lists through a sweepstakes
3 > Use the Tools: Free resources for growing lists
4 > Check it Out: A how-to book

1 > Find a Buddy: Use co-promotion to share subscribers

“Web Digest for Marketers” generates new subscribers to its newsletter by referring subscribers to partner newsletters who in turn refer their subscribers back to “Web Digest for Marketers.” WDFM maintains a section in its footer with descriptions of, and links to, these recommended newsletters. Partner publications have similar sections that feature the Digest, creating a mutually beneficial sharing of subscribers. Ideal partner newsletters are generally those that will catch the attention of an audience similar to your own, without driving them away from your own publication. This is a cost-effective, highly strategic way to grow lists quickly while offering value to your subscribers.

The lesson: Newsletter publishers have a connection with their audiences. Your subscribers value what you have to say, and likely will subscribe to other newsletters you’ve suggested that may complement your publication. Capitalize on this opportunity to trade subscribers with similar publications.

More info: http://www.wdfm.com

2 > Offer Paradise: Build lists through a sweepstakes

Club Med has debuted a promotional campaign, hoping to increase its database of 25,000 names to 100,000 names of generally affluent individuals who are 25 to 45 years old and are interested in vacations and travel. By creating an email sweepstakes offering a free Club Med vacation to the lucky winner, Club Med is targeting qualified prospects anxious to receive more information about special offers and vacation packages. Part of the creative behind the sweepstakes is a survey for entrants to fill out, intended to help the site collect information that is used to create profiles of their qualified audience members, including travel preferences.

The lesson: Offering prospects the chance to win a valuable prize that won’t cost you much will likely earn you their permission to gather their personal preferences and remain in email communication with them.

More info: DM News, September 10, 2001

3 > Use the Tools: Free resources for growing lists

There are many free resources for publishers interested in gaining exposure for their newsletters. List-Universe, for example, offers a collection of directories, ideas, and strategies to help email list owners meet their objectives. Publishers may submit newsletters to searchable directories that potential subscribers can search for publications containing content and topics of interest. List Universe has another free service called New-List, which is an email sent out daily that promotes new email lists on any topic. These are great ways for publishers to gain exposure to an audience of interested email newsletter readers without increasing their expenses.

The lesson: Just as you would submit a Web site to relevant search engines to drive traffic, you should do the same for an email newsletter to increase subscriber numbers. Capitalize on these free resources available specifically to get exposure.

More info: http://www.list-universe.com

4 > Check it Out: A how-to book

Learn to create a virus that will drive the pass-along value of your email newsletter. Seth Godin’s “Unleashing the Idea Virus” is a must-read book for anyone interested in creating buzz among key prospective customers and letting influential “sneezers” spread the virus to everyone else.

Email to a friend:

Privacy: We won't save or reuse these emails.

Comments

Comments are closed.

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again