You know that visitors to your site may not return, for a number of reasons. Very likely, they won’t bookmark your site, or remember how they arrived to it.
Also, you know that the value of a list is like gold.
The obvious answer here, is “Collect Email Addresses of Your Visitors”.
But, why would anyone just give you their email address? Really? Why would they? (Everyone is inundated with junk mail and sales emails in their in-box — why do they want more from you, or risk you’ll sell their data?)
The answer: You must provide something of value, in exchange for their valuable personal information.
..and don’t think that you can just quickly throw something super-simple together and expect prospects to flock to sign up. (Exception: If you’re an author, you can offer up a chapter of your book as a sample. I’d say that’s pretty simple”)
Remember that “something of value” means “something that the PROSPECT values – not what you hope they’ll value”. For instance, I’d prefer a “Free White Paper (on the technology that differentiates your software)”, over the “opportunity” to receive your sales emails, via a webform reading, “Get our features sent to you by email”. (Of course, you’ll send the features in both instances — but, compel me to sign up for it, via a free white paper — the “something of value to me”. )
The content of your email series (the sales and marketing messaging) is of value to YOU, not to the prospect. They don’t want to think that they’re going to be “sold”. They need something that THEY value first; then, you can “sell” them.
Also, be sure you give the prospect confidence in your privacy policies, and never betray that trust. Use terms like “We’ll never spam you, and you can opt out at any time. Your information is secure.”)
Every Email Marketing Software vendor offers the basic “email capture” webform. The differentiators in the webform process are:
- Does the email marketing software vendor provide a variety of webform template, so I can present an attractive, compelling webform to prospects?
- Are a variety of “pop up”, ‘pop-under”, “pop out”, “hover box”, “exit pop”, etc., options are available?
Aweber’s webforms currently offer only a simple “name” and “email address” webform by default. They do offer plenty of popup options, including an “unblockable” hover box. (I used it on http://mp3scoop.com )
So remember — capture email addresses of visitors. Without it, your visitors are annonymous, and you’ll never have the ability to commicate with them again, provided they never return. Instead, you’ll have the ability to remain “top of mind” of your prospects, and your messaging will be delivered in your preferred format and timing.
But – you must offer prospects something of value, in order to begin.
What ideas have you seen work? What “value” did an advertiser that prompted you to get on their autoresponder / sales series?
