|
Ten Ways
to Build Your “Opt In” Email List for Permission Based Marketing
John Meyer, Wellworks Inc.
In the article “The Benefits of Email
Newsletters” I wrote about the price difference between direct mail and
email. The numbers and more importantly the results are staggering. In that
article I pointed out that you get a 5-15% response rate for email marketing
that costs on average 3 to 10 cents per message, compared to a 1-2% response
rate for direct mail that costs $2.00 - $3.00 per direct mail piece. Let’s
add another number to this. Our Wellworks Communiqué customers are receiving
on average over 40% “unique” open rate on their email newsletters to
their opt in loyal customer base. “Opt In” emails are the people who have
said yes, you may send me emails.
Now you want to move from direct mail to
email and or improve your current email list.
Hopefully you have done all the right
things to “Opt in” their name into your email database. If not you probably
should have some sort of campaign to make sure the people you have in your
email database are ok with you sending your email newsletter. Even the best
intentioned email can end up in the trash bin.
If you are like most people you are always
looking to cut costs and do not have a huge marketing budget in the first
place. So if you do a good job with what Seth Godin calls “permission based
marketing” (you have the permission to send your clients email newsletters
and announcements) you will have excellent client retention and increased
profits.
How do you get there?
-
Send a postcard in postal mail to your clients
announcing you are starting an email newsletter. Ask if you can add them
you to the list. They can sign themselves up on your web site. Follow this
postcard with a phone call to all your clients verifying you may email
them and that you have their correct email address.
-
When signing up new clients in your fitness center
have them fill out your new client information and be sure to get their
email for announcements and your email newsletter.
-
Have a sign up sheet at your front desk for your email
newsletter.
-
Have a sign up link on your web site.
-
Promote it in your regular paper newsletter if you
have one. If not just do the postcard idea from above.
-
Continually review your client list and emails. Are
they current? How many were bounced back and why? Many email newsletter
services like Wellworks Communiqué give you detailed reports back on your
emails sent.
-
Ask like minded businesses in your area if you can
display your brochures/schedules in their business. Offer the same to
them. It’s amazing how many fitness centers studios are near a Day Spa,
Salon, Yoga studio, etc.
-
Include an offer to sign up for your newsletter on
your brochures, business cards, and local print ads if you have them.
-
Have a table or booth at community events such as
Chambers of Commerce or local Health Fairs and have a sign up sheet for
your email newsletter.
-
(My favorite) Ask your loyal customers to forward your
email newsletter to family and friends.
Your email newsletter should be newsworthy
and pertinent. Things to make your clients happy to open include a new
article that your clients would be interested in, and or the benefits of the
wellness practice you offer, the latest organic recipe your customers have
come across, even horoscopes. Make your email newsletter part of the whole
experience your customers get from being your customer. They’ll be excited
to submit their own recipes. Include a bio of one of the owners or new
trainer in each newsletter. Include a feature about an upcoming non profit
event you are participating in or sponsoring. You may get someadditional
donations for that non profit as well.
Keep your email newsletter consistent
(monthly versus once in a while) and full of quality information.
Good luck to you and your business. Save a
tree, and your bottom line, send Wellworks Communiqué empowered email
newsletters.
|
