How To Use An Opt-in Email List To Improve Sales

by Adrian Key June 14th, 2011 

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You know the importance of targeted visitors to your web site. And you accept most will leave your site without purchasing. But, does it have to be that way?

What if you could capture the name and email address from some of those visitors that don't become customers. Then, you could use your list again and again to drive traffic to different parts of your web site and sales pages. You would soon have a valuable asset that you could gain sales from not just once, but over and over again.

Any online business that is not using their web site to build an optin email list is missing out on potential sales. This is why most business owners, once they have an email list, cherish it and use it responsibly.

The stronger the relationship you can build with your subscribers, the more chance you have of getting them to purchase your products or services. Follow these simple tips and you could quickly start to enjoy the benefits of a more responsive list for your business.

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Send messages regularly: Keep in regular touch with your subscribers otherwise they will forget who you are and discard your emails as spam. Send messages at least once a month, ideally every week if you have the time. Whatever the frequency, your messages must be sent on the same day and time so your subscribers come to expect them.

Experiment with different formats: If you get little response from your subscribers then it does not necessarily mean they are not interested in what you have to say. Try experimenting with different formats of email, then stick with those that work best.

Make your message interesting: Your emails should contain something that your customers want to know. It shouldn't be just information about your business, product, service or you. Give the reader more than just what you sell. They will then start to look forward to your messages and recognize you as an interesting authority on your subject.

Keep your messages simple: Do not over complicate your emails. Although videos, graphics, flash animations and logos look good, they are often blocked by email filters. Upload video and flash to your site and use hyperlinks in your emails to guide recipients to your content instead.

Inform rather than sell: Not every email you send has to be a sales letter. You want to establish a long term relationship with your subscribers so you can sell to them again and again. To do this, you need to keep them subscribed to your list and reading your content. You therefore need to ensure that a high percentage of the content you send them is non commercial.

Your SEO and PPC strategy is very important for driving traffic to your web site. However, typically that traffic will only engage with your site once.

You will only get people to engage with your web site regularly if you establish a meaningful relationship with them. And there is currently no better way to build that relationship than with a targeted opt-in email list. Once you have your subscribers trust, you can then sell to that list over and over again.

Adrian Key

Adrian Key is a professional AdWords consultant and editor of the AdWords Adviser, a blog dedicated to making AdWords profitable for small business.

Adwords Adviser

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