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Email Marketing Basics
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Offering incentives to increase signups


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Email Marketing Basics

with John Arnold

Video: Offering incentives to increase signups

It's a common misconception that people aren't willing to share their email addresses. Actually, they are willing to share. You just have to communicate the value of your email list effectively. The idea is to exchange value for information. The more valuable your emails, the more people will sign up to receive that value. Now, there are three basic ways you can maximize the value of subscribing to your email lists. The first way is to make the information you put in your emails valuable in and of itself. For example, a consultant could offer free advice via his or her email newsletter.

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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:
Email Marketing Marketing Small Business Marketing
Author:
John Arnold

Offering incentives to increase signups

It's a common misconception that people aren't willing to share their email addresses. Actually, they are willing to share. You just have to communicate the value of your email list effectively. The idea is to exchange value for information. The more valuable your emails, the more people will sign up to receive that value. Now, there are three basic ways you can maximize the value of subscribing to your email lists. The first way is to make the information you put in your emails valuable in and of itself. For example, a consultant could offer free advice via his or her email newsletter.

You can also give your subscribers immediate incentives for joining the email list. Immediate incentives are usually provided to subscribers in the form of an automated email sent to the email address used for the subscription. Use your automated emails to send a coupon or discount, a valuable download, access to a special video, a free product or service, or anything else that has immediate benefit to the new subscriber. For the best results, offer something related to your products or services as opposed to offering a free gift unrelated to your core business.

That way you'll gain a prospect who is just as interested in what your business is as what you're giving away. For example, a restaurant could offer a free dessert to anyone who joins the email list by sending a coupon to everyone who subscribes. In addition to immediate incentives, you can also offer the same benefits in the future. The benefit of future incentives is the fact that you can send new subscribers a few emails before they receive the incentive. In the next section of the course, I am going to show you how to design an effective marketing email so that your content and your incentives look good, function properly, and represent your business as professionally as possible.

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