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Building Your Mailing List - OfflineViews: 360
Feb 11, 2006 1:32 amBuilding Your Mailing List - Offline#

Steven Boaze
Hello Copywriters,

Thought I'd share something with you that
has helped me througout the years to help
build my mailing list to a reasonable size.

Make it a part of your brand identity.
Every piece of paper that leaves your
office should have a link to your website
and/or your email subscription information.

Equip your lobby or reception area. Post
subscription information at your front
desk - a little self-standing sign gets
noticed. Place a fishbowl for business
cards next to it, or better yet, let people
sign up right then and there using a
computer that's logged on to the opt-in
form on your website.

Equip your trade show booth. Do the same
as above in your exhibit's reception area.
If you rent a lead retrieval machine from
the show vendor, be sure to customize it
so you can capture email and permission

Piggyback in-store purchases. When you
ring up a customer, ask them if they'd
like to receive email mailers from you.
Be sure to let them know what they'll
be getting and when.

Ask people you meet. Even if you don't
sponsor or exhibit at events, try to attend
them. Talk to people face-to-face and let
them know you have valuable information to
share. Exchange business cards along the
way. Create a special set of cards that
include your subscription information.

Promote after the sale. Let's say your
customer didn't want to get on your email
form when given the chance at checkout.
They still go home with printed packaging
of some form, whether it's a shopping bag,
gift-wrap or the product packaging itself.
Promote a subscription there, too, because
(1) they might change their mind and (2)
if they're giving it to someone else, you've
gained another opportunity.

Use direct mail. It doesn't have to be
fancy. A simple postcard promoting your
offer to a small, rented (permission-based!)
group will do. Sometimes all it takes to get
people on your list is to let them know
about your offer - and that you can send
it via email (instead of killing trees).

Use print advertising. Placing an ad is
almost as tricky as renting an email database,
but realize that we're not talking about
placing an ad in Forbes Magazine. Your local
newspaper, your neighborhood newsletter,
your Laundromat's bulletin board... start
asking about promoting your offer in
everything you read and everywhere you go.
Get creative!

Use the telephone. Ask everyone who calls
in to your company if they'd like to sign
up to receive information from you.

Use an existing contact database you already
have. You probably have one, you just don't
know it! Dig deep into your address book or
database to find anyone you ever had a
relationship with - anyone who ever bought
from you, for example. Send them a one-time
mailing (via email or mail, use whatever
contact information you have) explaining
that you are starting a newsletter or periodic
emailing and ask if they'd like to sign up.
Assure them that this is a one-time mailing,
and then keep mailing only if they give you

Steven Boaze

Private Reply to Steven Boaze

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