One of the most powerful tools available to all webmasters is the opt in mailing
list. Most people visit a web site once and never return: but a mailing list is
a method of keeping in-touch with readers and increasing the chances of having them
return to the website.
When most people think of newsletters, they think of the dozen or so newsletters
they send to junk-mail each day. This does not mean that newsletter marketing does
not work, it just means that most web sites use their newsletters to try and sell
a product, or offer information. Few people will open a newsletter unless it promises
to give them something they need or solve a problem.
It is fairly easy to build an opt-in mailing list if the web master understands
why people use the web. If a person wants information, they will read a book. A
person who wants to develop a skill will take a course. Most of the people who visit
web sites are trying to solve problems. Promoting the opt-in mailing list as a source
of problem solving solutions is one way to increase the chances of a person signing
up.
The location of the sign up box is also important - the link bar is not a good place
for a sign-up box. Placing the sign up box in a forum, or at the end of a free online
course can improve the sign up rate. It is important to tell people what to do after
they read an article. Readers who are not told where to go next or given something
to do, will click the Google links and leave the web site. Instead of trying to
sell a product at the end of a good article or in the forum, ask readers to sign
up for the mailing list.
Beware of co-registration lists. This new SEO marketing tool lets web masters build
a list in a short time, and the sign up reports look good, but the mailing list
subscribers are not targeted to your niche or product. This dramatically lowers
the web sites ROI (Return On Investment). It is better to have a mailing list with
1000 targeted subscribers on it than one with 10000 shared subscribers.
The one sure way of increasing a mailing list is to write an ebook. An ebook can
be printed off and read when it is convenient. This has appeal to many readers.
The last word on building an opt in mailing list is to guarantee privacy. Make sure
that the sign up page is neat, free of ads, and has a promise that the information
collected will not be shared with anyone not associated with the web site. I have
seen some excellent sign up pages that include a quote from the company president
claiming that the mailing list is for the benefit of the readers, and will not be
sold or shared with other companies.
