第一批订单的业务是建立一个优质的客户名单——顾客所赐给你们送电子邮件通讯许可。“无论何时该信息收集你连结一个未来的顾客,“建议埃里克园、高级副总裁的全球市场开发为经常接触,电子邮件和网络营销工具提供者。如果你有一家商店,举例来说,有一个签名书被登记,让人们把它填好,包括他们的电子邮件地址,以便你可以送你通讯。“已经有研究,如果一个本地业务要求客户为他们的联系信息,超过60%的时间,他们会给你,”木偶说。
Collect e-mail addresses from your prospects and customers at a variety occasions, such as the following.
从你的前景,收集的电子邮件地址和客户在不同的场合,如以下。
Promote your e-newsletter prominently on every page of your website and in each transactional or customer-support e-mail, Gielen says.
促进你的通讯突出每张页面的网站,在每一个交易或支持的电子邮件,Gielen说。
Use paid search to drive prospects to your e-newsletter sign-up page.
使用付搜索驱动器前景你的电子通讯注册页面。。
At trade shows, events, or meetings, ask your customers and prospects to sign up for your e-newsletters.
在交易会、事件或会议,询问你的顾客和潜在的顾客来报名参加你的电子新闻。
Use your business's Facebook page to collect contact information for people who want to sign up, Groves suggests.
使用您的企业的Facebook页收集想要报名参加的人的联络信息，格雷夫斯建议。。
Identify third party e-newsletters that target your prospects and customers and investigate how you can work with them to promote your own e-newsletter, Gielen says. "Work with third parties to drive their audience to a page where they can sign up to your e-newsletter either by having them send a dedicated message on your behalf (this is often referred to as 'list rental') or you could include a banner in their e-newsletters (often referred to as 'e-mail advertising')."
第三方电子新闻,目标识别你的前景和客户和研讨你如何能与他们一起工作来提升自己的通讯,Gielen说。“工作与第三方来驱动他们的听众的页面,在那里他们可以报名贵通讯要么通过他们发送一个专门的信息以您的名义(这通常被称为“表”),或者你可以租一旗帜在他们的电子新闻,包括(通常被称为“电子邮件广告”)。”
Give something in return when someone signs up for your e-newsletter, such as a discount, a white paper, or a free report, Gielen says.
• 给某事作为何时的回报某人报名参加你的电子通讯，例如一个折扣，白皮书，或一个自由调查报告，Gielen说。
Use all offline channels you currently have to drive e-newsletter subscriptions, whether they be direct mail, advertising, catalogs, flyers, or feedback forms, Gielen says.
使用离线渠道目前开车通讯订阅,无论它们是直接邮寄、广告、目录、传单、或意见反馈表,Gielen说。
Be careful with rented lists. "Make sure the list owner sends the e-mail on your behalf. If the list provider promises to give you a list of email addresses, walk away. It's not worth the risk of getting blacklisted because the list is old, contains spam traps and lots of bad addresses," Gielen warns. Most email service providers, such as Constant Contact, won't even allow companies to import rented lists into e-mail newsletter products because it would violate terms of service, Groves says.
对被租赁的名单小心。 “确定名单所有者发送代表您的电子邮件。 如果名单提供者许诺给您电子邮件名单，走开了。 它不值得列入黑名单而去冒险，因为名单是旧的，包含发送同样的消息到多个新闻组陷井，并且有许多坏地址”， Gielen警告。 多数电子邮件服务供应商，例如恒定的联络，甚而不会允许公司进口被租赁的名单进入电子邮件时事通讯产品，因为它将违犯服务条款，格雷夫斯说。
Remember that permission is important, so don't add an e-mail address to your list unless you have the owner's explicit permission to do so.
记住,允许很重要,所以不要添加到您的电子邮件地址列表,除非你有不得擅入那样去做。
Gielen advises to use a double opt-in process when you're collecting email addresses in places other than your own website or when the email capture is part of a contest or sweepstakes. "Double opt-in means that you ask people to confirm their subscription before you add them to your list. That way, you can be sure that all the e-mail addresses that end up on your list are correct and the people on your list are truly engaged." she says. "On your own website, your Facebook page and your blog there's usually no need for a double opt-in process." Gielen says. However, she does recommend sending an email that welcomes the news subscribers, tells them what they can expect and how they can unsubscribe."
Gielen建议使用双选入过程中,当你收电子邮件地址在其他地方你自己的网站或电子邮件缴部分比赛或落败。“双选入意味着你问人们证实他们的订阅之前,你必须添加到你的列表。这样,你就可以确保所有的电子邮件地址的名单上,你是正确的,人民对您的名单是真正的订婚了。”她说。“在你的网站上,您和您的博客留言页面有通常不需要双选入过程。”Gielen说。然而,她建议发一封电子邮件,欢迎广大用户,告诉他们什么消息他们会和他们如何退订
Dig Deeper: Finding and Using E-Mail Newsletter Templates
深入挖掘和利用电子邮件通讯:寻找模板
Be Relevant: Create Valuable Content
创造价值的内容是有关:
A successful e-newsletter consistently provides value to the recipient by offering relevant content to the readers. "It's not about you, but sharing what you know," Groves says. "If you do it well, recipients will forward it on to others."
一个成功的通讯始终提供有价值的接收方提供的相关内容,给读者。“这不是关于你,但你所知道的,“共享的木偶说。“如果你做得很好,就把它转发给其他人。”
Keep in mind that your customers may be solicited via e-mail with scores of offers every day. They eventually tune out the "buy from me" pitch. But they're more likely to read something that helps them become more knowledgeable about a subject that interests them. "Different content offering might include how-to guides that help readers get better at what they do, tips on how to get the most out of the product or service that you sell, background articles on topics that your readers find interesting, surveys, contests and sweepstakes, and promotions such as discounts or free shipping," Gielen says.
记住你的客户可以通过电子邮件与成绩听取提供每一天。他们最终撇开“买”。但是他们更容易读一些让他们变得更加了解他们感兴趣的主题。“不同的内容,包括视频指南提供可以帮助读者好转时,关于如何发挥最大的产品或服务,你卖了,背景文章题目,你的读者找到有趣的、调查、竞赛、赌博、促销活动,如折扣或免费送货服务,“Gielen说。