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Email Marketing Basics

Collecting information


From:

Email Marketing Basics

with John Arnold

Video: Collecting information

In this section of the course I show you how to collect email addresses to build your email list. If you haven't already, make sure you first view the previous section on permission before watching the rest of this section. Now, when it comes to actually collecting emails, there are five basic ways to ask people to join your email list. The first way to collect email addresses is by providing an online sign-up form to your website visitors. You should put the sign-up form or a link to the sign-up form on every page of your website, not just the homepage, because you never know when someone will enter your website or exit your website.

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Email Marketing Basics
56m 57s Appropriate for all Nov 15, 2011 Updated Nov 12, 2012

Viewers: in countries Watching now:

Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Topics include:
  • Building an email list
  • Collecting email addresses
  • Offering incentives to increase signups
  • Deciding on a format for emails
  • Including links
  • Sending valuable offers
  • Creating effective From address and subject lines
  • Combing email with social media and mobile devices
  • Managing bounced and blocked email
  • Evaluating email click-through data
  • Automating email marketing
Subjects:
Business Online Marketing Email Marketing
Author:
John Arnold

Collecting information

In this section of the course I show you how to collect email addresses to build your email list. If you haven't already, make sure you first view the previous section on permission before watching the rest of this section. Now, when it comes to actually collecting emails, there are five basic ways to ask people to join your email list. The first way to collect email addresses is by providing an online sign-up form to your website visitors. You should put the sign-up form or a link to the sign-up form on every page of your website, not just the homepage, because you never know when someone will enter your website or exit your website.

The second way to collect email addresses is to collect email addresses from people in person. When someone calls your business on the phone, ask if he or she would like to join the email list to receive information about the topic of the call. When you attend networking events or trade shows and when you meet people for appointments, ask everyone to join your email list. I call it the 5 Foot Rule. If someone is within 5 feet of you, ask for his or her email address. Thirdly, all printed marketing materials should describe a way to join your email list.

You can provide a sign-up form by asking people to write their information directly on the form, and you can use printed advertising to promote other methods of joining, which brings me to the fourth way to collect email addresses: mobile devices. You can ask people to scan a mobile barcode, like the one this poster. This one actually works. Give it a try right now on your screen to join the email list at lynda.com. You can also ask people to text their email address to join, and you can provide mobile sign-up forms that can be filled out on a smartphone or a tablet device.

You can use mobile devices for collecting addresses in person as well. Simply hand your device to someone so he or she can fill out a form on the screen. The fifth way to collect email addresses is through social media networks. Place sign-up links to your email sign- up form on all social media sites you own and promote your email list in your social posts. Some social sites such as Facebook allow application plug-ins, so you can embed forms directly into your page. Remember that an email address is more effective when you combine it with other information.

You may want to collect a first name for personalizing your emails ora ZIP code for targeting local offers. But don't ask for too much information the first time you sign up or you'll reduce sign-ups. You can also ask for additional information once you've established a relationship of trust with the members of your email list. Collecting email addresses and other personal information isn't always easy, so stay tuned for the next section of the course where I show you how to create incentives to help you increase the number of email list sign-ups you get.

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Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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