Here’s one place where you have an advantage as the little guy.
The big guys (big retail and multi-national corporations) aren’t doing some of the simplest things in their email marketing – things that you’ve heard time and again, such as personalizing their emails.
From the InternetRetailer.com :
“Marketers also can achieve better results in getting web site visitors to sign up for e-mails with stronger calls to action and by better placement of registration information on the site. One-quarter of the companies reviewed didn’t offer any explanation of benefits to provide incentives for visitors to sign up for e-mail. When a call to action was offered, 45% offered notices of sales, 14% offered news, and 11% offered a catalog or other type of direct mail.”
I used to have several pages at the front of my site that were just about signing up for the newsletter. And in my free course on using RSS, the sign-up page tells you all the benefits of signing up, just like a sales page would.
You can’t just assume that people want your ezine because it’s free. Tell them what’s in it for them, deliver it consistently. Rinse. Repeat.
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