Whether you've got 100 or 100,000 people on your email list, chances are you
can optimize your web page to better feature and promote your ezine. Here's a few
ways to capture more customers and leads - without having to increase your traffic.
Give Something (Or a Few Things Away)
Studies show that most people will only subscribe to about a dozen email lists
at a time, and given the number of lists out there, you've got to seriously compete
for your customer's email address. Giving away free bonuses is a great way to push
you over the edge.
A few things you can give away are:
Free ebooks. This is a strategy many marketers use - and it's a little worn out.
Not just any free ebook will do anymore. Still use it, but make sure your ebook
is something your customers crave. Ebooks like "10 Easy Ways to Make Your Skin Look
Younger" and "7 Ways Moms Can Make Money On Ebay Today" will get you a ton of email
sign-ups.
Free courses. This is a lot like the free ebook strategy, except you break up
your course into a sequence using an autoresponder. This works well if you want
to be in constant contact with your prospect for a few days or weeks.
Exclusive coupons. If you're in the retail or service business, offer up a few
exclusive coupons for list members. Make them little bonuses (like a free handbag
with a clothing purchase of over $100 - or free facial with any cut and color).
10% off isn't likely to make your customer jump - but a free goodie will.
A birthday offer. This works especially well for restaurants, women's retail,
and travel. Invite visitor's to join your birthday club - and in return give them
a free meal, little gift, or night at your B&B on their birthday.
Write a Killer Headline
Having no headline for your ezine ad is a mistake many new marketers make - but
bad headlines can be almost as damaging. "Join Our Email List" or "Get Site Updates"
just doesn't cut it anymore. Your headline needs to have a strong call to action
or benefit. Here's a few excellent examples:
Free 7 Day Course - How to Lose Weight Without Carb Restriction Win $10,000 and
Your Dream Vacation Free Google Adwords Tip of the Day, Plus Free Top Google Strategies
Ebook
Have a Compelling Name for Your Email List or Ezine
Selling discount designer handbags? Call your list the "Chic Yet Cheap Club."
Advertising your day spa? Call your ezine "Ultra-Relax VIP Circle"
Most people are members of "enough" email lists, discussion groups, and ezines.
However, they always seem to want to join more "clubs" and "VIP" groups.
Give a Bullet List of Benefits
No matter how good your copy is, the fact remains that surfers scan. By outlining
your benefits in a bulleted list, you'll grab wandering eyes - and summarize your
case nicely. Here's a sample bulleted list for a local Italian restaurant.
- Free "Taste of Italy" cookbook, with 25 easy to make recipes - Membership to
our birthday club. On your special day, you're dinner's on us. - VIP coupons (free
desserts, entrees, and wine) - Exclusive tasting nights. We close our doors to the
public - and invite you to sample our new menu first.
Give a Bulleted List of Objection Killers
Why aren't people signing up to your list? That little nagging voice in their
head wondering if you'll spam them, if you'll email them to much, if the emails
will be boring. A short list of objection killers can take care of this nicely.
Here's an example.
- You'll hear from us (and only us) once a week. If you get sick of us, you can
easily say "no thanks" - We keep your email completely private - you'll only hear
from us. Our privacy policy can be found here (link).
Make sure you do include a short version of your privacy policy in your list,
with a link to your full privacy policy on a separate page. More and more surfers
are looking for privacy policies every day.
Provide a Sample Email or Two
If the emails you send out are content filled and well written, by all means
show a couple of them off. A lot of ezines are boring, poorly written, or worse,
just blatant ads. If you show surfers that your emails are worthwhile, they'll be
much more likely to sign up.
Make Your Ezine Ad Standout
Many marketers take the time to set up an email list, write the issues, and then
bury or hide the sign up box.
Feature your sign up box as prominently as possible, using bright colors (I'm
partial to a yellow background).
Include a photo in your ad when relevant. Diet ezine? Show a woman satisfied
with her fit body. Parenting advice? Happy moms with their kids.
Experiment with the size and location of your sign up box. Does it work best
on the side, above the fold? Or in the middle of an article? Usually bigger is better
when it comes to ads - but test unusual shapes (like a square or long rectangle)
as well,
Don't Ask Them to "Join" or "Subscribe"
You can make your submit button say whatever you want, so why not re-enforce
your marketing message with a strong call to action? "Get Your VIP Coupons" or "Download
7 Easy Ways To Look Younger"
