E-mail List Building Basics
When it comes to building your e-mail list through search engine marketing (SEM), say experts, a comprehensive plan of action is equally as important as the need for immediate action. Sadly, it’s in this area that marketers tend to put the cart before the horse.
“It’s more about Web site construction than Web site style,” says Frank Siano, vice president of SEM for eWayDirect, an e-messaging service provider based in Norwalk, Conn., that builds and supports Internet-based software applications designed to help marketers communicate with customers and prospects. “You really do have to start with the basics, and that means constructing the site with an eye toward marketing and functionality. The quality of your site, in the long run, is as important as any other factor when it comes to building your e-mail list.”
In an era when competition is fierce, and marketers are clawing and scratching for every mouse click, experts provide a few simple tips to help you stand out from the crowd. They boil down to three basic concepts: content, keywords and design.
Content Remains King
On the subject of making your Web site a magnet for future members of your e-mail list, content still is king. What you write about your product, and the photos or illustrations of your product on the Web site are the first opportunities to open the door to a sale. The more information about your product, its value and functionality that you provide on your site, the more prospective customers are likely to become actual customers.
“Write as much content as possible, fully explaining the value and benefits of the product or service. Not enough information is worse than too much,” says Siano.
Gail Goodman, CEO of Constant Contact, a Waltham, Mass.-based do-it-yourself permission e-mail service that boasts a customer base of more than 85,000, goes even further. Goodman says that by offering their expertise on the product or service category, marketers instantly can boost the quality of their Web site content, and add value for both the potential and returning customer. And this quality provides the perfect support for convincing site visitors to sign up to receive more of this valuable information from you via e-mail.