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Building email address lists

From: Effective HTML Email and Newsletters

Video: Building email address lists

Your list of email addresses is a key element of successful email marketing. Let's talk about how to create that list of email addresses. First, one common way to collect email addresses is to add a sign-up box on your web site. Most, perhaps all, email delivery services make it easy to use their code on your web site. Here we will look at iContact, which is one email delivery service. Once logged in to iContact, click the My Contacts tab. On the right, click Sign-up Forms.

Building email address lists

Your list of email addresses is a key element of successful email marketing. Let's talk about how to create that list of email addresses. First, one common way to collect email addresses is to add a sign-up box on your web site. Most, perhaps all, email delivery services make it easy to use their code on your web site. Here we will look at iContact, which is one email delivery service. Once logged in to iContact, click the My Contacts tab. On the right, click Sign-up Forms.

We've created a sign-up form already. If you need to create a sign-up form, click the Create HTML Form button. In this case, we click the View HTML. This calls up a text area with all the code we need for the sign-up box. I'll highlight it, right-mouse-click, Copy, and then open Notepad++. Into a file that I've already created, I'll paste the code. I will save the code and go over to the web browser.

I have here this page that I called up in Notepad. Right-mouse-click, hit Reload. I now have the sign-up form. Typically, the sign up box will be somewhere on your web site, for example, on the right column or in the top right of your web page design. Let's add an email address. And we click the Submit button as if we were on your web site. iContact returns this confirmation page with information about how to stop receiving email and how to ensure email gets to you.

Another way to collect email addresses, perhaps the best way to collect email addresses, is in person. For example, a restaurant might have a small postcard that they tuck into their bill when they hand it to customers, or a flower shop might have postcards or a notebook by the register and then encourage people to sign up while they wait in line. In addition, it's also extremely important to practice good email hygiene. For example, if an email address bounces more than twice, remove it. Chances are that email address no longer works.

In addition, you might remove email addresses that don't open your email in the past three to six months. Chances are they are no longer interested. Finally, you might also consider removing email addresses that did not click a link in the past six months, whether or not they opened their email. The single most important fact about lists of email addresses has to do with reader interest. A list of 50 readers who email you back, blog your content, share your emails with friends, and buy your products, those 50 readers will beat 5,000 readers who will never open your email.

Numbers really don't matter. What matters is interest and activity generated by your emails. The final message on email addresses is to never buy a list from someone else. Many email delivery services won't let you send emails to those lists, and many of the addresses are no longer used, or the people are not interested to hear from you. Bottom line: be careful how you collect your email addresses and do what you can to keep your readers interested, opening your emails, clicking your links, and sharing your emails.

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This video is part of

Image for Effective HTML Email and Newsletters
Effective HTML Email and Newsletters

55 video lessons · 21704 viewers

Tim Slavin
Author

 
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  1. 2m 25s
    1. Welcome
      1m 1s
    2. Using the exercise files
      1m 24s
  2. 13m 12s
    1. Understanding differences between HTML email and web pages
      1m 21s
    2. Seeing how HTML email displays in different email programs
      3m 27s
    3. Finding Acid tests and compatibility checklists
      2m 35s
    4. Understanding MIME types: HTML vs plain text
      4m 3s
    5. Exploring the future of HTML email
      1m 46s
  3. 15m 12s
    1. Defining spam
      2m 6s
    2. Examining legal issues with permission-based email
      1m 33s
    3. Planning email campaigns
      1m 36s
    4. Creating content for email campaigns
      2m 34s
    5. Understanding design constraints of HTML email
      1m 53s
    6. Designing effective HTML email
      2m 5s
    7. Building email address lists
      3m 25s
  4. 7m 28s
    1. Choosing tools for coding HTML email
      1m 27s
    2. Coding email versus coding web pages
      1m 14s
    3. Preventing problems with email coding
      2m 49s
    4. Understanding the ideal coding process
      1m 58s
  5. 17m 27s
    1. Planning
      1m 8s
    2. Coding HTML tables
      4m 38s
    3. Adding content
      4m 49s
    4. Adding inline CSS
      6m 52s
  6. 10m 44s
    1. Planning
      43s
    2. Coding HTML tables
      2m 41s
    3. Adding content
      3m 39s
    4. Adding inline CSS
      3m 41s
  7. 13m 13s
    1. Planning
      1m 13s
    2. Coding HTML tables
      3m 4s
    3. Adding content
      2m 37s
    4. Adding images
      1m 9s
    5. Adding inline CSS
      5m 10s
  8. 7m 32s
    1. Designing a plain text email
      4m 49s
    2. Designing a plain text email from an HTML email
      2m 43s
  9. 20m 45s
    1. Automating HTML email creation
      2m 5s
    2. Automating HTML email by category
      1m 6s
    3. Automating HTML email with WordPress
      5m 32s
    4. Automating HTML email with ExpressionEngine
      4m 27s
    5. Automating HTML email with FeedBurner from an RSS feed
      4m 27s
    6. Automating HTML email with FeedBlitz from an RSS feed
      3m 8s
  10. 6m 42s
    1. Deciding when and how to test email
      3m 18s
    2. Using testing services
      3m 24s
  11. 13m 56s
    1. Outsourcing your email campaign
      56s
    2. Sending email with MailChimp
      2m 40s
    3. Sending email with Campaign Monitor
      1m 51s
    4. Sending email with Constant Contact
      2m 20s
    5. Sending email with iContact
      2m 9s
    6. Sending email with VerticalResponse
      1m 52s
    7. Sending email with canned templates
      2m 8s
  12. 14m 34s
    1. Solving layout and spacing problems
      2m 50s
    2. Solving image problems
      3m 12s
    3. Solving Gmail display problems
      2m 19s
    4. Solving Lotus Notes display problems
      1m 55s
    5. Solving Outlook 2007/2010 display problems
      2m 40s
    6. Adding video to email
      1m 38s
  13. 1m 36s
    1. Next steps
      1m 36s

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