Building An Opt-In List:Tips For Laying The Groundwork

How many times have you been at a popular retail store and the cashier asked you for your e-mail address? All the time, right? Why is this? It’s because these retailers – who have entire departments dedicated to marketing and customer outreach – realize the importance and value of an opt-in list.

Opt-in marketing (also called permission marketing) is simple: a person supplies their e-mail address voluntarily so you can keep in touch with them through e-mail promotions, newsletters and online catalogs. The benefits? You build brand loyalty and keep customers in the know about offers and incentives, sales, upcoming events and new products.

And guess what? They’re not just for the big guys.

Nearly any kind of business with an online presence (and that should be every business) can benefit from opt-in lists: trainers and consultants, authors, network marketers, online retailers and service industries. The big guys do have an advantage going in, though… a long-standing, established name brand. People are willing to opt-in because they already know the company’s products and services. They already know they want the coupons and special offers that will be heading their way.

See, the number one mistake people and businesses make with opt-in lists is jumping right in. They choose a topic, product or service that they think will be popular and earn money, put a newsletter sign-up page on their Website… and nothing happens. Either no one on the list is buying, or no one is opting in at all.

Thankfully, this is a challenge that can be overcome. Over the next week, I’m going to share three steps you need to take to lay the groundwork for a profitable opt-in list… whether you’re just starting out, or reviving an unprofitable list.

I’ll go ahead and give you the first tip now…

1. Get your customers to know and trust you first. I touched on this a bit ago… A certain truth in opt-in marketing is that money will only come in when your subscribers (and potential subscribers) believe and trust in you. They want a product or service that’s a good exchange for their hard-earned money… and they’re not going to sign up with you – or buy from you – unless they know you can deliver. You need to establish your credibility and expertise before you begin, no matter what your business.

How?

Here are some ideas. Post many expert articles, using article sharing sites like eZine Articles or HubPages as well as social media sites. (LinkedIn is an especially good place to share business-related articles.) Write about topics that you know and use on your site. Is your business more service-based? Post how-to guides on sites like wikiHow, and/or video tutorials on YouTube. Join online forums and provide expert advice and recommendations. As you do this, you’ll build a base with other forum users… and can eventually ask them to join your list. Friends make good customers!

When you feel that people trust you as a go-to source of knowledge and expertise, you’ll be able to start your list.

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