THE LEARNING CURVE - Email Marketing: Building Your Mailing List
If you have a bricks-and- decline, make sure to note that prominent “Join our email list”
mortar location, ask shoppers if so you won’t ask them again the sign so folks will know they’ll
they’d like to join your list and next time they call. hear from you by email. If
have a sign-up form (perhaps in someone hands you their card
the form of an attractive book) during a conversation, ask for
near the checkout. Train your permission & write ‘Yes’ on the
employees to ask customers to card.
join the list. You could even
print copies of your latest Seminars you give – ask for
newsletter to hand out to permission to add registrants to
customers. your list when they sign up and
make sure you have a sign-up
If you have an online store, form at the event as well.
add a newsletter sign-up check During your presentation,
box in either the registration or mention your newsletter or
checkout area. Most online other email offers and how to
stores produce transactional sign up. After the event, get in
emails to confirm sales; add a touch with anyone who hasn’t
line or two to the email joined your mailing list and ask
template about your newsletter them one more time. Don’t keep
and a link to your web site's
Every business event is an
hounding them – if they’ve been
sign-up page.
opportunity to add to your
to your seminar and still not
mailing list. Follow up as quickly
signed up, they may just not be
Include a note about your
as you can after the event, while
interested.
newsletter in any traditional
you’re still fresh in the
media advertising – print or
recipient’s mind.
As you can see, there are many
broadcast – along with your ways to start building your email
website address. Mention it in
Networking events - when
list. Next month, I’ll talk about
any interviews you do, add it to
you receive a business card
offering incentives for signing
press releases, and refer to it in
from someone you meet, ask if
up and more ways to get and
brochures or flyers you use in
you may add them to your list.
keep subscribers on your list. In
promoting your business.
Write ‘Yes’ on the card so you’ll
the meantime, I suggest you
be able to tell who wants to
sign up online for a few
Any time you call a customer,
hear from you. Remember, if
newsletters to get a feel for how
check first to see if they’re on
you don’t ask, you can’t send.
others approach marketing via
your mailing list and if not, ask email.
them if they’d like to join. If they
Trade shows – if you collect
cards at your booth, post a
Penny Olorenshaw is the owner of poloDesign, located near
Brighton, Ontario, and offers graphic design and web services to
clients in eastern Ontario and the GTA. See her website at
poloDesign.ca for further information or if you’re a member of The
MBN you can view Penny’s profile by clicking here
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