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Opt-in Email & Autoresponders

Overview

  • What opt-in email is
  • Why opt-in email is effective
  • Companies that offer opt-in email lists
  • Creating your own opt-in email lists through autoresponders or contests
  • How to utilize autoresponders
  • How to send opt-in email
  • How to find autoresponders
  • Things to keep in mind when sending out emails
  • Other info

What opt-in email is

  • Anytime you even buy something or register for something on the Internet, you'll always be asked for your email address to receive more info about products/services that relate to what you're buying. If you enter your email address, then you'll start receiving ads through email because those lists are sold all over on the Internet as opt-in email lists. Therefore, an opt-in email list is a mailing list of email addresses.
  • Opt-in email is an email mailing list of people who have "raised their hand" and given permission to be sent information on a specific category. It is not a "spam." Unlike spamming, which consists of mass bulk emailing to a large untargeted list, this is a list you can purchase of people who are interested in what you have to offer.

Why opt-in email is effective

  • The return rate for a good opt-in email list is about 7-15%, on average, which is very high. Opt-in emails create much higher response rates than traditional "bulk" mail. In direct bulk mail marketing, a response rate of 2% is normally considered good. However, because the return rate is so high, it can be quite expensive to purchase your own list.
  • But there are methods of creating a good opt-email list instead of purchasing one (e.g., autoresponders, contests, etc.)
  • A general rule for opt-in email lists is the more you pay, the better the list.

Creating your own opt-in email lists through autoresponders

  • Because purchasing good opt-in email lists can be expensive, you can create your own opt-in email list through utilizing an autoresponder.
  • An autoresponder is a tool that allows you to send out free information automatically through email to a visitor requesting that info. Since it's sent through email, it captures visitors' email addresses. It works around the clock sending out info and capturing email addresses.
  • 2 purposes to autoresponders:
    1. Allows you to collect a database of email addresses of potential customers, and email addresses in Internet marketing are like gold.
    2. Builds your credibility in the minds of your potential customers. If people sign up for your autoresponder and request info from you, and that info is good, quality information, then that will build your credibility.

How to utilize autoresponders

  • The key is to get people to click on the autoresponder and enter their email address. Therefore, the headline for the autoresponder is very important. Make this headline attention-grabbing and send out information that would appeal to your target customers. So think about the characteristics of your target market, and provide the information that would appeal to them in your autoresponder.
  • If you have people visiting your website, and your autoresponder isn't being clicked on, you will want to change around the autoresponder's headline to make it look more eye-appealing and attention-grabbing.
  • Another key is to change your autoresponder periodically. People will visit your site 7-10 times before they actually buy, so you would want this free info to change every week or month to get visitors coming back.

Getting Permission to Email

  • Remember that successful email advertising is all about obtaining permission. Depending on how you collect the address, you will want to confirm the email recipients' agreement to be on your mailing list. Below are some examples of what you would say to introduce an email recipient to your mailing list:
    1. Customers - First email they receive thanks them for the order and that as a free bonus for ordering you will be sending them additional emails each month or week.
    2. People who request your newsletter or autoresponder - Welcome them to the FREE Newsletter and explain to them an overview of what they will be learning. Then begin with the information. Make sure that the information you send is an added value to the client.
    3. Contest Entrants - Thank them for entering the contest, and give them the contest rules. Then let them know you will be sending them additional emails as a free bonus each month or week.

How to Send Opt-In Email

  • As you start building a database of email addresses, you may want to get a software program that will manage these addresses for you by saving them and then automatically emailing out info on a periodic basis. You see these types of software programs used with monthly newsletters.

Things you want to keep in mind when sending out emails

  1. Avoid simple excesses that irritate clients.
    • Avoid sending messages that are too frequent, too loud, too long, or too insistent - you do not want to annoy possible clients. Make your emails short, sweet, and compelling.
  2. Avoid any type of fraud or deception.
    • Avoid designing email messages that may mislead potential buyers. Don't exaggerate! Be honest when referring to product size, performance claims, or the retail price.
  3. Avoid invasion of privacy issues.
    • Consumers have the right to know how their private information will be used. Let them know that you will not resell or offer their information (email address, etc.) without their permission beforehand.
  4. Avoid writing hyped-up subject boxes for your opt-in email.
    • The subject box of the opt-in email you send is critical to whether or not your email gets opened.
    • For example, do not create subject boxes with familiar terms like "101 Ways to Get Rich Quick." People see these kinds of dvertisements all of the time - they are too cliché and there is a good chance they will decide not to open your email.
    • You may want to go with something similar to Product inquiry or Questions or something like that. When people read a title like this they may think that you are interested in their products or what they have to offer. They are more likely to open this type of email.
    • Or you can put something in there that would help them to remember you (e.g., "Contest entry for www.gocamping.com.")
  5. Always give people the option to get their email address taken off your list - an unsubscribe option.
  6. The main body of your email should have two main things:
    • Main Content - Have a goal. Ask yourself, "Where do I want my traffic to go from here?" or "What do I want them to do upon reading the email?", then point them in that direction.
    • Conclusion - Make sure to remind them who you are, give them a preview of what to expect in the next message, and remind them of how to "opt-out."
  7. Format the email so that it looks professional.
    • Limit Character width to 60. Use a hard return (that means hit the 'enter' key when you get to 60 characters, or before 60 if the next word is long). TextPad ® is a powerful, general purpose editor for plain text files. Easy to use, with all the features a power user requires. ( Go to: TextPad.Com and download the trial copy. ) You can also use Notepad.
    • Avoid using ALL CAPITAL letters. This is viewed as 'screaming' in online communications
    • If writing your messages in HTML, use font color 'black' for the text of your messages and then sparingly use color fonts to 'accent' specific words.Always use blank lines between paragraphs and between your signature file and the cordial exit (Thanks, Sincerely.. etc.).
    • A good looking email is a short message with impact . . . not a 'book!'