eBooks, Newsletter and More that Hook in your Opt In Email Leads
Once you have refined your target audience it is time to decide the best way to present your message. This is an ongoing learning experience for even the most professional opt in companies so don’t give up if your first emails show a low return. Company and product recognition takes time so keep sending newsletters and special offers.
There are a few techniques you can use to increase interest and click-through while boosting company and product recognition.
eBooks
Serial eBooks are one of the best ways to keep your leads hooked into your web site or email. eBooks are posted or emailed a chapter at a time and resemble the continuing weeks of a soap opera. This does not mean that they appeal only to housewives, only that they are exposed to the public in pieces, rather than appearing all at once. One of the most famous of these was the Stephen King eBook that garnered so much publicity a few years ago.
eBooks are becoming more and more popular as ways to retain a loyal opt in list. However, if you use eBooks, the book will need to tie in somehow with your product or service. For instance, the Jane Doe doll could have a monthly email reminding subscribers that there is a new chapter of the eBook detailing her ongoing adventures available on the web site. At the side of the new chapter is a set of doll clothes that she would wear while involved in this adventure. This, in turn, could match a set of little girl clothes in sizes suitable to the owner of the Jane Doe doll. The possibilities are endless.
Newsletters
Newsletters not only let you keep your leads informed about the market relating to your product, they also let you introduce your staff, send photos of your head office, include articles on people who use your product (with their permission, of course).
Each of your newsletters should contain a consistent format and coloring for high recognition, and should have a logo at the top.
Seasons Greetings
Timing can be a serious determining factor for emails. Unless your product is seasonal, or is apt to be purchased as a gift, some seasons of the year are just too busy for leads to get the full benefit from them. This is a good time for a more personal email with a holiday motif. Personalizing the email with the name of the recipient at this time of the year is paramount.
Seasonal emails
Seasonal emails differ from season’s greetings in that they are not about a specific holiday, but about the season as a whole. Seasonal emails are usually designed more as flyers that have special offers relative to the season. Lawn care companies would send out a special offer in the late winter or early spring. Another would go out in mid summer, and a third would be sent in the early fall. All will contain special lawn care information and promotions designed around the time of year. They take longer to develop but like eBooks, will be anticipated after a few years with some leads actually contacting the company if they are late.
Calendars and Schedules
Calendars and schedules are another good way to keep the attention of your opt in list. A monthly calendar sent from the landscaping company can keep clients informed of important planting, harvesting and fertilizing dates while at the same time generating a substantial amount of business. If you offer seminars on different types of plants through the month this will increase traffic flow through your business locations and boost sales while informing your client list at the same time.
This method has been used successfully by some building supply companies who hold how-to seminars lasting a few hours each week on a variety of subjects relating to use of tools and building supplies.
In summary, your contacts with your leads can be as varied as your product, and almost anything can be used as a way to hold your client list once it is developed.
Most people prefer to buy products they are familiar with from a company they known and trust. The more ways you find to expose them to information about your company and your product, the more comfortable they will be dealing with you.
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