Opt in email marketing is all the rage these days. However, I see so many mistakes I thought I would boil it down to five simple-to-follow tips so you can build your lead flow and generate more sales.
1. Offer a whitepaper or report. Many companies demonstrate that they are industry thought leaders by writing blogs and articles but not all take the time to compile this information into a ‘useful’ report.
It’s important this information be useful and not a thinly veiled sales pitch.
2. Place this offer on your site. You should consider the ‘advertising’ of this offer as a key component of your website. You should have an image of the report cover and you should place the image on every page in a prominent position. Every page.
3. Tell me the benefits your report offers. Spend a few words to show how your report or whitepaper will, ‘save money, increase productivity, explain how to increase ROI, shorten timelines, increase quality and help you sleep better at night.’ Use a clearly-worded benefit.
4. Measure your opt in rate. If you use opt in email marketing as an important part of your marketing mix, you should measure it. At a bare minimum you should know Number of Opt ins / Number Of Unique Visitors for your overall site and by page. If you want to do more advanced marketing you should test different landing pages and different report titles to try and increase your rates.
5. Use autoresponders. Autoresponders are a cornerstone of opt in email marketing campaigns. You are only doing half the job if you haven’t got autoresponders set up to follow up with a potential lead after they download your report or whitepaper.
