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#2.05: The “Get The Opt-In” Issue

1 > Offline operations drive online subscriptions
2 > Get them online while you’ve got them on hold
3 > Sell the opt-in with a signature
4 > You’ve got to see this: Double Your Lists For Free

1 > Offline operations drive online subscriptions

Banana Republic is one of many companies using its retail stores to build an opt-in database. Think about this: Anybody walking into your shop is a prospect worth having on your email list. They already know your brand, and probably like what you’ve got to sell. So strike while the iron is hot and offer them a newsletter they can’t refuse. Make the sign-up easy — asking only for the most basic information — and the newsletter irresistible. Keep a pad of paper and a drop box next to the register and have your sales reps asking for permission. Just get the opt-in before they leave. If you’re selling cosmetics for example, offer a fun new makeup tip each week. There’s no reason for them to say no. So leverage your in-person contact with them, and offer an email they can’t refuse.

The lesson: Once you’ve lured them into your shop, the hard part is over. Now just get them on your subscriber list and you can market to them again and again — 52 times a year.

2 > Get them online while you’ve got them on hold

Call AT&T to open or update an account, and the service rep will ask for permission to send your confirmation by  email. This twist on traditional customer service saves the customer the paperwork, and has live links to customer service, account information on their Web site, FAQ’s, special offers, and more. With all this value at no additional cost, the customer can barely refuse the representative’s request — and AT&T scores yet another email address for its database. This is also a great way to wean customers away from expensive live customer service representatives, nudging them toward your online services. In the end, your customers have 24 hour online attention, your customer service costs are reduced, and you’ve got a database of people already using your services, just ripe for the up sell.

The lesson: No one wants to hold for the next available service representative. So let them know how much easier life via email can be, and get the opt-in on the phone.

More info:

http://www.att.com

3 > Sell the opt-in with a signature

Your email signature is a standard part of every email, touting all your vital stats — name, title, phone number, and address. So why don’t you have an opt-in address for your email newsletter in there? In fact, why isn’t your entire staff pitching the email in their sig files? Think about how many emails your team sends to friends, colleagues, and customers each day. Every single email communication is a chance for you to get the word out. And even if the recipient of your email isn’t the one who’s interested, having an easy, visible opt-in will get your opt-in forwarded to others who may be interested. An email sig file is free publicity with anyone who’s communicating with you.

The lesson: Mention your publications in everyone’s sig files, and you’ll see your database start to skyrocket while you’re simply conducting business as usual.

4 > You’ve got to see this: Double Your Lists For Free

When it comes to your database, everyone knows that bigger is better. So take a look at this handy little white paper called “Double Your Email Lists For Free” offering a number of cost-free techniques you can use to build your database and maximize your email marketing initiatives.

More info:

http://www.gaspedal.com/double

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