(List growth) Building Effective Email Subscription Lists
Latest posts | Feed | By Mark Brownlow
Tom O'Leary takes an admirably holistic approach to online messaging at his blog. Here he provides a comprehensive overview of various elements that go into building your house list, including the design of sign-up forms, coregistration, subscription incentives, permission levels and what data you should collect.
Especially useful for those at the beginning of the email marketing learning curve, but also with ideas for those more experienced at list building.
I would only debate the suggested use of prechecked opt-in boxes on, for example, order completion forms. It gets you more sign-ups, but unless you're using confirmed or double opt-in, a proportion of those will not realize they were signing up, which can lead to unwelcome spam complaints. In other words, it's a trade-off, and you need to understand the risks.
Especially useful for those at the beginning of the email marketing learning curve, but also with ideas for those more experienced at list building.
I would only debate the suggested use of prechecked opt-in boxes on, for example, order completion forms. It gets you more sign-ups, but unless you're using confirmed or double opt-in, a proportion of those will not realize they were signing up, which can lead to unwelcome spam complaints. In other words, it's a trade-off, and you need to understand the risks.
Permalink | February 02, 2006 |
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